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The Rise of E-Reading
The document analyzes the rise of e-reading and its impact on public libraries, detailing changing reading habits and technological advancements during the digital age. It highlights the growth in e-book usage, the demographics of e-book readers, and the challenges libraries face in adapting to new expectations and technologies. Key findings indicate that while e-book borrowing is on the rise, many potential users are unaware of library e-book services, presenting both a challenge and an opportunity for public libraries to engage and educate their communities.
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The Rise of E-Reading
- 1. The rise ofe-reading and the changing role of public libraries Lee Rainie Pew Research Center’s Internet & American Life Project Presented to: American Library Association June 24, 2012
- 2. • Part ofthe Pew Research Center, a non-partisan “fact tank” in Washington, DC • Studies how people use digital technologies • Does not promote specific technologies or make policy recommendations • Research is primarily based on nationally representative pewinternet.org telephone surveys of adults
- 3. About our librariesresearch • Goal: To study the changing role of public libraries and library users in the digital age • Funded by a three-year grant from the Bill & Melinda Gates Foundation libraries.pewinternet.org
- 4. RESEARCH TIMELINE Stage I(August 2011-July 2012) Libraries + new technologies • The Rise of E-Reading http://libraries.pewinternet.org/2012/04/04/the- rise-of-e-reading/ – Includes special focus on reading habits of people who own e-readers or tablet computers • E-book borrowing and libraries http://libraries.pewinternet.org/2012/06/22/libraries-patrons-and-e- books/ – Includes stories and quotes from online surveys of library staff and patrons • Library use in different community types - urban, suburban, rural • Younger readers, libraries, and books
- 5. RESEARCH TIMELINE Stage II(June-December 2012) The changing world of library services • The evolving role of libraries in communities – New library services – People’s expectations of libraries – “The library of the future” • The role of libraries in the life of special populations – Lower-income users, minorities, rural residents, senior citizens
- 6. RESEARCH TIMELINE Stage III(October 2012–April 2013) A typology of who does – and does not – use libraries • A “library user” typology – Different user “types” based on: • What their local libraries are like • How they use libraries • Attitudes about libraries in general • An updated, in-depth portrait of young library users
- 7. The prequel …a triple revolution changes the world of libraries
- 8. Digital Revolution 1 Internet(82%) and Broadband at home (66%) Home broadband Home dial-up 80% 70% 71% 60% 50% 66% 40% 30% 20% 10% 0% June April March March April March March March April April May May August Jan 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2011 2012
- 9. Networked creators areeverywhere (two-thirds of adults; three-quarters of teens) • 66% of internet users are social networking site users • 59% of cell owners share photos or videos • 37% of internet users contribute rankings and ratings • 33% create content tags • 30% share personal creations • 26% post comments on sites and blogs • 15% have personal website • 15% are content remixers • 16% use Twitter • 14% are bloggers • Of smartphone owners: 18% location services 74% maps/directions/local awareness
- 10. Big challenge forlibraries Atoms bits Collections are disrupted
- 11. Mobile phones –88% of adults 331.6 Total U.S. population: 315.5 million 2011
- 12. Changes in smartphoneownership 80% May 2011 February 2012 60% 46% 48% 41% 40% 35% 20% 17% 12% 0% Smartphone Other cell phone No cell phone
- 13. Apps – 50%of adults Sept 2009 May 2010 August 2011 100% 80% 60% 50* 40% 38* 38 43* 43 29* 22% 20% 0% Download apps to their Have preloaded apps on Total who have apps on phone their phone phone
- 14. Big challenge forlibraries People come to us We go to people The library as place becomes the library as placeless resource
- 15. Digital Revolution 3 Social networking – 52% of all adults 100% % of internet users 86% 85% 80% 83% 70% 71% 76% 67% 61% 60% 52% 48% 49% 47% 51% 40% 35% 25% 33% 25% 26% 20% 9% 8% 11% 13% 7% 7% 4% 0% 6% 1% 2005 2006 2007 2008 2009 2010 2011 2012 18-29 30-49 50-64 65+
- 16. Big challenge forlibraries Expertise and influence emerges in networks and algorithms Share the stage with amateur experts
- 17. Then along comese-book reading
- 18. Rise of e-readingdevices 29% of adults own at least one device Ebook reader Tablet 25% 20% 19% 15% 12% 10% 10% 10% 9% 8% 6% 5% 5% 5% 4% 4% 3% 3% 2% 0% Apr-09 Sep-09 May-10 Sep-10 Nov-10 May-11 Aug-11 Dec-11 Jan-12
- 19. First report: Therise of e-reading 21% of American adults read an e-book in the last year 68% read a print book 11% listened to an audiobook 30% of e-content readers say they are reading more now
- 20. The book formatused by readers on any given day is changing % of adult book readers (age 18+) using this format on an average day, as of June 2010 and December 2011 100% 95% 90% 84% 80% 70% 60% 50% 40% 30% 20% 15% 10% 4% 4% 4% 0% Print book E-book Audiobook Jun-10 Dec-11
- 21. Who are thereaders behind the screens? Readers of e-books are more likely than other readers to be: • Under age 50 • College educated • Living in households earning $50K+ Other key characteristics: • They read more books, more often, and for a wider range of reasons • More likely to buy than borrow
- 22. How e-readers readtheir e-books % of e-book readers who read an e-book in the past 12 months on these devices 50% 40% 42% 41% 30% 29% 20% 23% 10% 0% On a cell phone On a computer On an e-book On a tablet reader computer
- 23. How device ownersread their e-books % of owners of each device who read e-books on that device 100% 90% 93% 80% 81% 70% 60% 50% 40% 46% 30% 20% 29% 10% 0% On a cell On a desktop or On an e-reader* On a tablet* phone* laptop* * = among people who own that device
- 24. What kind ofe-reader do you own? % of American adult e-reader owners age 18+ who own each type of e-book reader Kobo Other 3% Reader 1% Pandigital 2% Don’t Sony Reader know 2% 9% Nook 22% Kindle 62%
- 25. What kind oftablet computer do you own? % of American adult tablet owners age 18+ who own each type of tablet computer Don’t know 6% Motorola Nook Xoom 1% Color HP 1% Touchpad Other 11% 2% Samsung Galaxy 5% iPad 61% Kindle Fire 14%
- 26. More owners inthe future 13% of non-owners say 18% of non-owners say they plan to buy an e- they plan to buy a book reader at some tablet at some point in point in the future the future Device innovations and price competition could change the market and drive more to these devices
- 27. What is themain reason you do not currently have an e-reader? % of American adults age 16+ who do not own an e-book reader, as of December 2011 Just don't need one/don’t want one 24% Cost/can’t afford it 19 Prefer books/print 16 Don’t read/no time to read 10 Don’t know what an e-reader is 5 Don’t want to learn tech/don’t know how to use it 4 Have enough other devices/use other devices 3 Plan to get one/waiting for better features 3 Have iPad/tablet 3 Lack of time in general 2 I’m too old 2 Vision/health problems <1 Other 3 Don’t know/refused 5 Dec. 2011 results are from a survey of 2,986 people age 16 and older conducted November 16-December 21, 2011. The survey was conducted in English and Spanish and on landline and call phones. The margin of error is +/- 2 percentage points. N for number of non-owners of e-reading devices=2,290.
- 28. What is themain reason you do not currently have a tablet computer? % of American adults age 16+ who do not own a tablet computer, as of December 2011 Just don't need one/don’t want one 35% Cost/can’t afford it 25 Have enough devices/happy with current devices 20 Don’t want to learn tech/don’t know how to use it 7 Don’t know what a tablet computer is 2 Plan to get one/waiting for better features 2 I’m too old 2 Lack of time in general 1 Don’t read/no time to read <1 Vision/health problems <1 Prefer books/print <1 Prefer to use library <1 Other 2 Don’t know/refused 3 Dec. 2011 results are from a survey of 2,986 people age 16 and older conducted November 16-December 21, 2011. The survey was conducted in English and Spanish and on landline and call phones. The margin of error is +/- 2 percentage points. N for number of non-owners of e-reading devices=2,290.
- 29. Which is betterfor these purposes, a printed book or an e-book? % of Americans 16+ who have read both e-books and print books in the last 12 months Printed books E-books 100% 81% 83% 80% 73% 69% 60% 53% 43% 45% 40% 35% 25% 19% 20% 13% 9% 0% Reading with a Sharing books Reading books in Having a wide Reading while Being able to get child with other bed selection to traveling or a book quickly people choose from commuting
- 31. Reading pleasures bythe number • 26% of those who had read a book in the past 12 months said that what they enjoyed most was learning, gaining knowledge, and discovering information. • 15% cited the pleasures of escaping reality, becoming immersed in another world, and the enjoyment they got from using their imaginations. • 12% said they liked the entertainment value of reading, the drama of good stories, the suspense of watching a good plot unfold. • 12% said they enjoyed relaxing while reading and having quiet time. • 6% liked the variety of topics • 4% said they enjoy finding spiritual enrichment , expanding worldview • 3% said they like being mentally challenged by books. • 2% cited the physical properties of books
- 32. When you wantto read a particular e-book, where do you look first? % of readers of e-books age 16+, as of December 2011 80% 75% 70% 60% 50% 40% 30% 20% 12% 10% 5% 5% 0% At an online At your public library Someplace else Don’t know bookstore/website
- 33. Second report: E-bookborrowing 12% of e-book readers (4% of general pop.) have borrowed e-book from library in last year 62% of non-borrowers don’t know it is possible to do so from library Non-borrowers are open to coaching/tech support Borrowing is a sometimes thing Borrowers are buyers, too
- 34. 62% of non-borrowersdon’t know about e-borrowing option • 58% of all library card holders do not know. • 55% of all those who say the library is “very important” to them do not know. • 53% of all tablet computer owners do not know. • 48% of all owners of e-book reading devices do not know. • 47% of all those who read an e-book in the past year do not know.
- 35. How is selection? % of e-book borrowers Excellent Very good Good Fair Poor Don’t know 16 18 32 23 4 8 0 20 40 60 80 100
- 36. Problems with borrowingprocess % of e-borrowers Yes No Don’t know It was not compatible 18% 80% 3% with your e-reader There was a waiting list 52% 46% 3% The library did not carry it 56% 39% 5% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
- 37. Open to librarycoaching/tech support % of non-borrowers Very likely Somewhat likely Not too likely Not at all likely Classes or instruction on how to use handheld reading devices like 11 21 19 47 e-readers & tablet computers Classes on how to download library e-books to handheld devices 12 20 19 47 E-book readers already loaded with the book you want to read 18 28 15 37 0 10 20 30 40 50 60 70 80 90 100
- 38. Where people getrecommendations Library card holder No card 100% 80% 75% 60% 51% 40% 38% 28% 28% 28% 20% 16% 7% 0% Family, friends, Online bookstore/ Bookstore staff A librarian/ co-workers website library website
- 39. E-book reader acquisitionpreference Library card holder No card 80% 76% 70% 60% 55% 50% 40% 36% 30% 20% 18% 10% 0% Purchase own copy Borrow
- 40. Last book youread? Library card holder No card 60% 50% 50% 47% 40% 30% 29% 20% 20% 20% 14% 12% 10% 4% 0% Purchased it Borrowed from Borrowed from Some other way family/friend library
- 41. Library card holdersvs. fans 58% ages 16+ are card holders 65% ages 16+ say “important” • Women • Women • Whites • African-Americans • Higher HH income • Hispanics • Higher educational • Lower HH income attainment • Educ. attainment is • Non-rural less predictive • Parents of minors • Non-rural • Parents of minors
- 42. Library users anduses • Borrow printed books: 35% of entire population or 48% of all those who read a print book in past year --- Women • Access historical documents or archives or genealogical records: 25% --- African-Americans • Access specialized databases such as legal or public records: 22% --- African-Americans • Get research help from a librarian: 20% --- African-Americans • Access or borrow magazines or journals: 15% --- African-Americans • Access or borrow newspapers: 14% --- African-Americans • Borrow audiobooks: 4% or 38% of all those who listened to audiobook in past year. • Borrow e-books: 2%-4% or 12% of all those who read an e-book in past year.
- 43. 10 takeaways forlibrarians 1. E-reading is taking off because e- reading gadgets are taking off 2. The gadget doesn’t make the reader, but it may change the reader 3. E-book readers are reading omnivores (and probably influencers) 4. E-book readers are not platform snobs AND they like different platforms for different purposes 5. Library users are not always the same as library fans
- 44. 10 takeaways forlibrarians 6. E-book borrowing has foothold – and whopping upside 7. Librarians have a gigantic public education and marketing opportunity – people want to learn and know about this new world 8. Library users are book buyers 9. Library borrowing patterns are changing 10. Collections are changing
- 45. The defining questionsof the digital age • The Theodore Levitt question: • What business am I in? • The Soren Kierkegaard business strategy questions: • What’s the franchise? • What’s the commodity?
- 46.
- 47. Thank you! Lee Rainie Email:[email protected] Twitter: @Lrainie Kathryn Zickuhr Email: [email protected] Twitter: @kzickuhr Mary Madden Email: [email protected] Twitter: @mary_madden