The Next Rural Library

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The Next Rural Library

• Lee Rainie - _at_lrainie
• Director
• Pew Research Centers Internet Project
• Presented to Association for Rural Small
  Libraries
• September 26, 2013

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• Tell the truth, and trust the people
• -- Joseph N. Pew, Jr.
• http//bit.ly/dUvWe3
• http//bit.ly/100qMub

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Tweckle (twekul) vt. To abuse a speaker to
Twitter followers in the audience while he/she is
speaking.
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we need a tshirt, "I survived the keynote
disaster of 09" it's awesome in the "I don't
want to turn away from the accident because I
might see a severed head" way too bad they took
my utensils away w/ my plate. I could have jammed
the butter knife into my temple.
http//bit.ly/124U9a4
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The big questions

• Whats the future of knowledge?
• Whats the future of reference expertise?
• Whats the future of public technology?
• Whats the future of learning spaces?
• Whats the future of community anchor
  institutions?
• Whats the franchise?

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Q7 Where do we fit on the dashboard? ALAs
Confronting the Future

• Totally physical (facilities and media)
• Individual focus
• Collection library (physical and virtual)
• Portal
• Me Everything for everyone

• Totally virtual (facilities and media)
• Community focus
• Creation library (social, maker space)
• Archive (or Platform)
• Specialized niche

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5 big reasons your foundation is solid
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1) Libraries are appreciated

• 91 say libraries are important to their
  communities (90 of rural residents)
• 76 say libraries are important to them and their
  families (72 of rural residents)

Robert Dawson photography - Library Road
Trip http//www.robertdawson.com/pages/1/Public20
Library3a20An20American20Commons/Public20Libr
ary3a20An20American20Commons/
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Quick news flash New preliminary data

• Having a public library improves the quality of
  life in a community
• Public libraries are important because they
  promote literacy and a love of reading
• Because it provides free access to materials and
  resources, the public library plays an important
  role in giving everyone a chance to succeed
• Public libraries provide many services people
  would have a hard time finding elsewhere
• ----
• Disagree Public libraries have NOT done a good
  job keeping up with new technologies

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more

• Split verdict People do NOT need public
  libraries as much as they used to because they
  can find most information on their own

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2) Libraries stack up well vs. others
How important?
How confident?
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3) People like librarians

• 98 of ever library visitors say interactions
  are very/mostly positive (97 of rural
  residents)
• 81 of library visitors say librarians are very
  helpful (82 of rural residents)
• 50 of last year visitors got help from a
  librarian (48 of rural residents)

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4) Libraries have rebranded themselves as tech
hubs

• 80 of Americans say borrowing books is a very
  important service libraries provide (77 of
  rural residents)
• 80 say reference librarians are a very
  important service (81 of rural residents)
• 77 say free access to computers and the internet
  is a very important service (73 of rural
  residents)
• 76 say quiet study spaces are a very important
  service (73 of rural residents)

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Digital Revolution 1 Broadband at home - 70
(10 more have smartphones) - Internet users
overall 85
Broadband at home
Dial-up at home
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17 of rural residents do not use the internet -1

• 37 of non-internet users in rural areas think
  the internet is just not relevant to them, saying
  they are not interested, do not want to use it,
  or have no need for it.
• 31 of non-internet users in rural areas cite
  reasons tied to their sense that the internet is
  not very easy to use. These non-users say it is
  difficult or frustrating to go online, they are
  physically unable, or they are worried about
  other issues such as spam, spyware, and hackers.
• 24 of non-internet users in rural areas cite the
  expense of owning a computer or paying for an
  internet connection.
• 10 of non-users in rural areas cite a physical
  lack of availability or access to the internet.

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17 of rural residents do not use the internet -2

• 49 of rural non-internet users have asked a
  family member or friend to perform an online
  activity for them
• 15 of rural non-internet users live in a
  household with internet connection and other
  family members use it to go online
• 15 of rural non-internet users once used the
  internet but no longer do
• 1 of rural non-internet users would like to
  start using the internet

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Digital Revolution 2Mobile 91 smartphone
56 tablets 34
326.4
Total U.S. population 319 million
2012
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The rural story
Statistically significant difference
No broadband, but have smartphones
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10
8
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Libraries and tech
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Digital Revolution 3Social networking 61 of
all adults
of internet users
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SNS Users
Social Networking Sites of internet users who use social networking sites Social Networking Sites of internet users who use social networking sites Social Networking Sites of internet users who use social networking sites
All internet users (n1,895) All internet users (n1,895) 72
a Men (n874) 70
b Women (n1,021) 74
Race/ethnicity Race/ethnicity Race/ethnicity
a White, Non-Hispanic (n1,331) 70
b Black, Non-Hispanic (n207) 75
c Hispanic (n196) 80a
Age Age Age
a 18-29 (n395) 89bcd
b 30-49 (n542) 78cd
c 50-64 (n553) 60d
d 65 (n356) 43
Education attainment Education attainment Education attainment
a Less than high school (n99) 67
b High school grad (n473) 72
c Some College (n517) 73
d College (n790) 75
Household income Household income Household income
a Less than 30,000/yr (n417) 75
b 30,000-49,999 (n320) 72
c 50,000-74,999 (n279) 74
d 75,000 (n559) 71
Urbanity Urbanity Urbanity
a Urban (n561) 74
b Suburban (n905) 71
c Rural (n336) 69

• Which groups are most likely?
• Internet users under 50
• 18-29 most likely of any demographic cohort
  (83)
• Women
• Rural internet users have caught up

Urban 74
Suburban 71
Rural 69
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Facebook Users
Facebook of internet users who use Facebook Facebook of internet users who use Facebook Facebook of internet users who use Facebook
    Use Facebook
All internet users (n1,445) All internet users (n1,445) 71
a Men (n734) 66
b Women (n711) 76a
Race/ethnicity Race/ethnicity Race/ethnicity
a White, Non-Hispanic (n1,025) 72
b Black, Non-Hispanic (n138) 76
c Hispanic (n169) 73
Age Age Age
a 18-29 (n267) 84cd
b 30-49 (n473) 79cd
c 50-64 (n401) 60
d 65 (n278) 45
Education attainment Education attainment Education attainment
a Less than high school (n73) 74
b High school grad (n312) 71
c Some College (n433) 75d
d College (n619) 68
Household income Household income Household income
a Less than 30,000/yr (n328) 76d
b 30,000-49,999 (n259) 76
c 50,000-74,999 (n187) 68
d 75,000 (n486) 68
Urbanity Urbanity Urbanity
a Urban (n479) 75
b Suburban (n700) 69
c Rural (n266) 71

• Facebook remains the most-used SNS platform
• Which groups are most likely?
• Women
• Those under 50, especially 18-29
• Rural internet users were never far behind

Urban 75
Suburban 69
Rural 71
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LinkedIn
LinkedIn of internet users who use LinkedIn LinkedIn of internet users who use LinkedIn LinkedIn of internet users who use LinkedIn
    Use LinkedIn
All internet users (n1,445) All internet users (n1,445) 22
a Men (n734) 24 a
b Women (n711) 19
Race/ethnicity Race/ethnicity Race/ethnicity
a White, Non-Hispanic (n1,025) 22c
b Black, Non-Hispanic (n138) 30c
c Hispanic (n169) 13
Age Age Age
a 18-29 (n267) 15
b 30-49 (n473) 27 ad
c 50-64 (n401) 24ad
d 65 (n278) 13
Education attainment Education attainment Education attainment
a Less than high school (n73) 8
b High school grad (n312) 13
c Some College (n433) 16
d College (n619) 38abc
Household income Household income Household income
a Less than 30,000/yr (n328) 12
b 30,000-49,999 (n259) 13
c 50,000-74,999 (n187) 22ab
d 75,000 (n486) 38abc
Urbanity Urbanity Urbanity
a Urban (n479) 23c
b Suburban (n700) 26c
c Rural (n266) 8

• Which groups are most likely?
• Men
• Middle aged
• Upscale in education and income
• Rural internet not nearly as likely to use

Urban 23
Suburban 26
Rural 8
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Pinterest
Pinterest of internet users who use Pinterest Pinterest of internet users who use Pinterest Pinterest of internet users who use Pinterest
    Use Pinterest
All internet users (n1,445) All internet users (n1,445) 21
a Men (n734) 8
b Women (n711) 33a
Race/ethnicity Race/ethnicity Race/ethnicity
a White, Non-Hispanic (n1,025) 21
b Black, Non-Hispanic (n138) 20
c Hispanic (n169) 18
Age Age Age
a 18-29 (n267) 27cd
b 30-49 (n473) 24cd
c 50-64 (n401) 14
d 65 (n278) 9
Education attainment Education attainment Education attainment
a Less than high school (n73) 16
b High school grad (n312) 17
c Some College (n433) 20
d College (n619) 25ab
Household income Household income Household income
a Less than 30,000/yr (n328) 15
b 30,000-49,999 (n259) 21
c 50,000-74,999 (n187) 21
d 75,000 (n486) 27a
Urbanity Urbanity Urbanity
a Urban (n479) 19
b Suburban (n700) 23c
c Rural (n266) 17

• Which groups are most likely?
• Women
• Under 50
• College educated

Urban 19
Suburban 23
Rural 17
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Twitter
Twitter of internet users who use Twitter Twitter of internet users who use Twitter Twitter of internet users who use Twitter
    Use Twitter
All internet users (n1,445) All internet users (n1,445) 18
a Men (n734) 17
b Women (n711) 18
Race/ethnicity Race/ethnicity Race/ethnicity
a White, Non-Hispanic (n1,025) 16
b Black, Non-Hispanic (n138) 29ac
c Hispanic (n169) 16
Age Age Age
a 18-29 (n267) 31bcd
b 30-49 (n473) 19cd
c 50-64 (n401) 19
d 65 (n278) 5
Education attainment Education attainment Education attainment
a Less than high school (n73) 14
b High school grad (n312) 17
c Some College (n433) 18
d College (n619) 18
Household income Household income Household income
a Less than 30,000/yr (n328) 17
b 30,000-49,999 (n259) 18
c 50,000-74,999 (n187) 15
d 75,000 (n486) 19
Urbanity Urbanity Urbanity
a Urban (n479) 18c
b Suburban (n700) 18c
c Rural (n266) 11

• Doubled in size since Nov. 2010
• Which groups are most likely?
• Those under 50, especially 18-29
• African-Americans are more likely than whites
• Urban-dwellers

Urban 18
Suburban 18
Rural 11
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Instagram
Instagram of internet users who use Instagram Instagram of internet users who use Instagram Instagram of internet users who use Instagram
    Use Instagram
All internet users (n1,445) All internet users (n1,445) 17
a Men (n734) 15
b Women (n711) 20a
Race/ethnicity Race/ethnicity Race/ethnicity
a White, Non-Hispanic (n1,025) 12
b Black, Non-Hispanic (n138) 34a
c Hispanic (n169) 23a
Age Age Age
a 18-29 (n267) 37bcd
b 30-49 (n473) 18cd
c 50-64 (n401) 6
d 65 (n278) 1
Education attainment Education attainment Education attainment
a Less than high school (n73) 12
b High school grad (n312) 17
c Some College (n433) 21ad
d College (n619) 15
Household income Household income Household income
a Less than 30,000/yr (n328) 18
b 30,000-49,999 (n259) 20
c 50,000-74,999 (n187) 15
d 75,000 (n486) 16
Urbanity Urbanity Urbanity
a Urban (n479) 22c
b Suburban (n700) 18c
c Rural (n266) 6

• Rivals Facebook in intensity of use
• Which groups are most likely?
• Women
• Those under 50, especially 18-29
• African-Americans and Hispanics
• Urban-dwellers and suburbanites

Urban 22
Suburban 18
Rural 6
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5) Reading is alive and well

• 75 of those ages 16 and older read a book in the
  previous year (73 of rural residents), including
  23 who read an e-book (15 of rural residents)
• 15 is the mean/average number of books read in
  past 12 months by book readers (17 books for
  rural residents) and median/midpoint is 6 (7 for
  rural residents)
• 24 is mean/average for e-book readers (24 for
  rural e-book readers)
• 30 of e-content consumers who are reading more
  now because e-content is available (29 of rural
  residents) 41 for tablet owners (43 for rural
  residents)
• 5 of those 16 have borrowed an e-book from a
  library (4 of rural residents) and they are
  book buyers, too!

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1 big PR problem that is not hard to fix
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• Answer the Marvin Gaye question
• 22 say that they know all or most of the
  services their libraries offer (22 of rural
  residents)
• 46 say they know some of what their libraries
  offer (45 of rural residents)
• 31 said they know not much or nothing at all of
  what their libraries offer (31 of rural
  residents)

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How to fix Go to already-affectionate publics
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22
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What they want you to do
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Coordinate more closely with local schools in
providing resources to kids
Offer free early literacy programs to help young
children prepare for school
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Separate spaces for different services
More comfortable spaces for reading, working,
relaxing
Offer a broader selection of e-books
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Rural views notably different from others

Offer more interactive learning experiences
similar to museums
Help users digitize material such as family
photos / historical documents
Move most library services online so users
can access them without having to visit library

Make most services automated, so people can find
what they need and check out material on their
own without help from staff
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Move some print books and stacks out of public
locations to free up more space for things such
as tech centers, reading rooms, meetings rooms,
and cultural events
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What they say theyd use
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Online research service ask a librarian
Cell app to use to access library services

A tech petting zoo to try out new stuff
Cell GPS app to navigate library
Kiosks (Redbox) around town for lib. checkouts
Rural views notably different from others

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Personalize, Amazon-style recommendations

Classes on how to download e-books
Pre-loaded e-book readers
Digital media lab to digitize personal
material
Instruction on how to use e-reading devices
Rural views notably different from others

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the next rural library?
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People
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Place
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Platform
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Be not afraid
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Libraries.pewinternet.org
Lee Rainie Email lrainie_at_pewinternet.org
Twitter _at_Lrainie Kathryn Zickuhr Email
kzickuhr_at_pewinternet.org Twitter
_at_kzickuhr Kristen Purcell Email
_at_kpurcell_at_pewinternet.org Twitter _at_kristenpurcell
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Further notes on the big questions
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Q1 What is the future of knowledge?

• How is it created?
• What are its interfaces?
• How is it disseminated?
• Homework Too Big To Know
• David Weinberger

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Q2 What is the future of reference expertise?

• How do you search for information?
• How do you aggregate / curate it?
• What new literacies are required to understand
  it?
• Homework http//searchengineland.com/
• Danny Sullivan Co.

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Q3 What is the future of public technology

• What is the future of knowledge access points?
• What divides persist / emerge?
• What lending models are enabled in a new era of
  property / subscription / sharing?
• Homework Confronting the Future Strategic
  Visions for the 21st Century Public Library
• Roger Levien

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Q4 What is the future of learning spaces

• What fosters collaboration? Creativity? Problem
  solving?
• What is the role of solitude and quiet spaces?
• What other alliances can you strike with
  institutions that share your goals about
  providing key information to your community?
• Homework A New Culture of Learning
• Douglas Thomas John Seely Brown

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Q5 What is the future of community anchor
institutions

• Does local matter?
• What does our community need?
• Homework Informing Communities Sustaining
  Democracy in the Digital Age
• Knight Commission on the Information Needs of
  Communities

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Q6 Whats the franchise?

• Whats the commodity?
• Homework The Innovators Dilemma
• The Innovators Solution
• Clayton Christensen, Michael Raynor

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Market failures librarians could address

• Starts with non-library users what are their
  needs? Hopes? Aspirations?
• Pre-school
• After school
• ESL
• Help for small business / entrepreneurs
• Necessity for lifelong learning / credentialing
  competency
• New literacies
• Become diversity nodes in social networks
  becomes connector of networked people and ideas
• Serendipity in discovery
• Fill gaps in local media ecosystem community
  and civic information/curation
• Fulfill role as trusted and free institution