Title:
1I would sort of appreciate a little more
understanding Engaging Net Gen Students in
Virtual Reference
Lynn Silipigni Connaway, Ph.D. Senior Research
Scientist OCLC Research
- Marie L. Radford, Ph.D.
- Associate Professor
- Rutgers, The State University of New Jersey
2Academic Libraries Today
- Vying for information seekers attention
- Must re-engineer to accommodate users workflows
and habits
3The Net Generation
- Born between 1979 and 1994
- Also known as
- Millennials
- EchoBoomers
- Gen Y
- Live in a socially networked environment
- Different communication information-seeking
behaviors
4Screenagers
- Youngest of the Net Generation
- Born between 1988 and 1994
- Now 15-21 years old
- Affinity for technology
- Expect instant access
5Seeking Synchronicity Evaluating Virtual
Reference Services from User, Non-User, and
Librarian Perspectives
- IMLS funded project to provide insight into the
Net Gens perceptions of libraries and VRS - Four phases
- Focus group interviews
- Analysis of 850 QuestionPoint live chat
transcripts - Online surveys 496 Total
- 175 VRS librarians
- 184 VRS non-users
- 137 VRS users
- Telephone interviews - 283 Total
- 100 VRS librarians
- 107 VRS non-users
- 76 VRS users
6Online Surveys
- Descriptive statistical analysis
- Demographic
- Multiple-choice
- Likert-type
- Qualitative analysis
- Open-ended
- 2 critical incident (CI) questions
7VRS User Demographics (N137)
- Net Gen (N49)
- Female (51, 25)
- Between 19-28 years old (47, 23)
- Caucasian (67, 33)
- Adult, 29 (N88)
- Female (68, 60)
- Between 36-45 years old (38, 33)
- Caucasian (84, 74)
8User Demographics Adult - 29 (N88)
- High School Graduates to PhD
- Majority college degree or higher (83, 73)
- Used chat gt1x
- Overwhelmingly Yes (99, 87)
9Chat Least Intimidating to VRS Users Net Gens
(N49) Adults (N88)
10VRS Users Likely to be Repeat Users Net Gens
(N49) Adults (N88)
11Recommendation Important to VRS UsersNet Gens
(N49)
- Used VRS because recommended
- Recommended VRS more than adults
12What Attracts Users to VRS Users (N137)
- Convenience, Convenience, Convenience
- Available 24/7
- Working from home
- At night or on weekends
- Immediate answers
- Lack of cost
- Efficient
- Less intimidating interactions
13VRS Users Quotes
- Efficiency
- Yes, definitely. I already told the librarians
I spoke with that I would recommend this service
to anyone. It was so easy to use and very
helpful. It was brief enough to answer my
questions efficiently and not waste my time. I
don't really want to have personal chats with
librarians over the chat reference service. I
really just wanted to ask my question and get an
answer and that is exactly what my experience
was. It was great! (UOS-30287) Net Gen - The chat helped me since it was an efficient use
of my time. I was able to continue working online
while chatting. (UOS-65381) Adult - Cost Effectiveness
- Yes - it's free, and convenient. The librarians
are available till late at night, and they're
very productive. The negative experience I
described is the only one I've had, and I must
have used the http//rpa.hclibrary.org/rpa/webauth
.exe?rsTUTOR over 30 times. It's an easy way to
get a better understand your subject and get
positive answers from a trained specialist - what
more could a student ask for? -) (UOS-39497)
Net Gen - Yes, quick and convenient. Cost-effective. Most
libraries provide free access but parking can be
expensive in the city where major libraries are
located, not to mention that the closest major
library to me is 60 miles away. (UOS-80908)
Adult
14Why Users Dont Always Choose VRSNet Gens (N49)
- Unhelpful answers
- Non-subject specialists
- Slow connections
- Scripted messages
- Cold environment
15What Would Attract Users to VRSNet Gens (N49)
- Faster easier software
- Personalized interface
- Reliable co-browsing
- More service hours
- Kiosk cybercafe access
- Experienced, tech-savvy librarians
16VRS Non-user Demographics (N184)
- Net Gen (N122)
- Female (66, 81)
- 19-28 years old (51, 62)
- Caucasian (65, 79)
- Adult, 29 (N62)
- Female (71, 44)
- 46-55 years old (31, 19)
- Caucasian (87, 52)
17FtF is Preferred by VRS Non-users Net Gens
(N122) Adults (N62)
- Adults (81, 50)
- Net Gens (71, 87)
18FtF is Preferred by VRS Non-users Net Gens (N122)
I most enjoy using
19Email is Less Intimidating to VRS Non-users Net
Gens (N122)
I am least intimidated by
20Telephone Reference Never Used by VRS Non-users
Net Gens (N122) Adults (N62)
- Net Gens (78, 95)
- Adults (60, 27)
21Convenience Is Important to VRS Non-UsersNet
Gens (N87) Adults (N51)
- Net Gens (87, 76)
- Adults (78, 40)
22Remote Access is Important to VRS Non-users Net
Gens (N41) Adults (N13)
- Net Gens (95, 39)
- Adults (85, 13)
23Interpersonal Communication is Valued by VRS
Non-Users Net Gens (N86) Adults (N51)
- Non-users Valued
- Personal Relationship
- Adults (43, 22)
- Net Gens (24, 24)
- Specific Librarian
- Adults (51, 26)
- Net Gens (42, 36)
24Interpersonal Communication is Valued by VRS
Non-Users Net Gens (N41) Adults (N14)
25Net Gen Quote About Friendly Librarian
- I have once asked a librarian to point me to
sources on a particular topic and the librarian
personally went and pulled numerous books off the
shelfThe librarian took time out of her day to
help me, and actually did more than I expected. I
asked for sources, and she went and retrieved the
books for meA smile and gernerally being happy
prompts others to do the same. While being nice
the the librarian and visa versa, this helped the
general situation. The same could not be achieved
in chat or text messaging. (NOS-87254) Age 19-28
26Net Gen Quote About Unfriendly Librarian
- It was awhile ago, but I asked the reference
librarian where to find books relating to a
certain topic I was studying in school at the
time and she just kind of said "over there" and
pointedShe did not seem engaged or interested in
truly helping me find the books and didn't really
care that I never found them, I was wondering all
over looking and she just sat thereNo I think it
was more the person I was dealing with, I doubt
she would have been any more helpful in another
format and I don't care if she would have been
great at texting etc. because at the time, I was
there looking for books and just wanted to know
specifically where they were located. She did
not seem interested in helping me, let alone
exhaust all of her means for doing so. Ever
since then, I usually avoid that person and go to
the one who has helped me successfully.
(NOS-69073) Age 19-28
27Why Non-Users Do Not Choose VRS Net Gens
(N122) Adults (N62)
- VR too complicated
- Adults (53, 33)
- Net Gens (35, 43)
- Typing skills poor
- Adults (35, 22)
- Net Gens (16, 19)
28Why Non-Users Do Not Choose VRSNet Gens (N122)
Adults (N62)
- Believe questions might annoy librarian
- Net Gens (29, 32)
- Adults (16, 10)
29Why Non-Users Do Not Choose VRSNet Gens (N122)
- Dont know it is available
- Believe librarian couldnt help
- Lack of 24/7 service
- Satisfied w/ other info sources
30Net Gen Non-Users Quotes
- Lack of service availability at all hours
- After hours help. If the library is closed and
e-mail takes 24 hours to respond, I would try a
chat if there is an available librarian on after
closing hours. (NOS-87254) Net Gen - I would be convinced if it were offered 24/7.
This makes it acccessible all the time. That's
convenient. (NOS-39998) Net Gen - If it is available 24/7 I'll try it.
(NOS-84519) Net Gen
31Why Non-Users Do Not Choose VRS Adults (N62)
- Same as Net-Gen
- Dont know it is available
- Believe librarian couldnt help
- Lack of 24/7 service
- Satisfied w/ other info sources
- But also
- Lack computer skills
- Type slowly
- Complexity of chat environment
32Adult Non-Users Quotes
- Beliefs that the librarian could not help them
- I do not see myself using chat reference
services because in the absence of having a
reference librarian help me locate an appropriate
or required source, I have friends in the LIS
discipline with exemplary reference/research
skills who could help me. Additionally, because I
am in research, I have cultivated my own
knowledge base of where/how to track down
information. The only time I could ever imagine
using chat reference is if I were incapacitated
or unable to physically be in a library or if I
were unable to reach aone of my LIS colleagues.
Otherwise, I see myself as a self-sufficient
resarcher who relies on her own social network
and knowledge to locate reference material.
(NOS-91666) Adult - I have only used a reference librarian once, as
I enjoy doing my own research. I am as likely
to use chat or email as an in-person service. I
don't have an issue with the format I just
don't see a need or value-added to using a
reference library service in most searches. I
have been able to find what I need relatively
efficiently on my own in acceptable timeframes.
(NOS-22870) Adult - Satisfaction with other information sources
- I don"t know how to access computer library
service. When I need to look somthing up I use
google. (NOS-61939) Adult
33Relational Theory and Interpersonal Communication
- Every message has dual dimensions
- -- both content and relational
-
- (Watzlawick, Beavin, Jackson, 1967)
34Dual Dimensions
- Relational
- Interpersonal
- How the message is to be taken
- Relationship between participants
- Content
- Information
- The what of the message
- Information exchange
35Critical Incident Technique (CIT)
- Flanagan (1954)
- Qualitative technique
- Focuses on most memorable event/experience
- Allows categories or themes to emerge rather than
be imposed
36CIT VRS Users Questions
- Remember 1 specific successful VRS interaction
- Remember 1 specific unsuccessful VRS interaction
- Describe each interaction
- Identify factors that made interactions
successful or unsuccessful
37VRS User Positive CIs Net Gens (N48)
- Successful Experience
- Librarian
- Accurate answers/info
- Quick assistance
- Located specific resources
- Convenient
38VRS User Negative CIs Net Gens (N30)
- Unsuccessful Experience
- Librarian
- Impeded info delivery or retrieval
- Didnt answer question
39Critical Incidents Non-users Questions
- All VRS Non-Users were asked to
- Think about one experience in which you felt you
achieved (or did not achieve) a positive result
after seeking library reference services in any
format. - Think about one experience in which you felt you
did not achieve a positive result after seeking
library reference services in any format. - Describe each interaction
- Identify the factors that made these interactions
positive or negative
40VRS Non-user Positive CIsNet Gens (N108)
- Successful Experience
- Librarian
- Info delivery/retrieval
- Answered questions
- Located specific resources
- Positive attitude (them task)
41VRS Non-user Negative CIsNet Gens (N74)
- Unsuccessful Experience
- Librarian
- Impeded information delivery or retrieval
- Missing resources
- Slow providing answers
- Negative attitude to task
42What We Learned
- FtF VRS Users want
- Extended hours of service
- Access to electronic information
- Interact w/ friendly librarians
- Relationships with librarians
43What We Can Do
- Encourage library use
- Creative marketing
- Promote full range of options
- Reassure young people VRS safe
- Build positive relationships whether FtF, phone,
or online
44What We Can Do
- Understand them to serve them better
- Enjoy their enthusiasm!
45End Notes
- This is one of the outcomes from the project
- Seeking Synchronicity Evaluating Virtual
Reference Services from User, Non-User, and
Librarian Perspectives - Funded by IMLS, Rutgers University, OCLC Online
Computer Library Center, Inc. - Slides available at project web site
http//www.oclc.org/research/projects/synchronicit
y/
46References
- Connaway, L. S., Radford M. L., Dickey, T. J.,
Williams, J. D., Confer, P. (2008).
Sense-making and synchronicity
Information-seeking behaviors of millennials and
baby boomers. Libri, 58(2), 123-135. - Flanagan, J. C. (1954). The critical incident
technique. Psychological Bulletin, 5, 327-358. - Prabha, C., Connaway, L. S., Olszewski, L.,
Jenkins, L. R. (2007). What is enough?
Satisficing information needs. Journal of
Documentation, 63(1), 74-89. - Prensky, M. (2001). Digital natives, digital
immigrants. On the Horizon, 9(5), 1, 3-6.
47References
- Radford, M. L., Connaway, L. S. (2007).
Screenagers and live chat reference Living up
to the promise. Scan, 26(1), 31-39. - Rushkoff, D. (1996). Playing the future How
kids culture can teach us to thrive in an age of
chaos. NY HaperCollins. - Sweeney, R. (2006). Millennial behaviors and
demographics. Retrieved March 18, 2009, from
http//library1.njit.edu/staff-folders/sweeney/Mil
lennials/Article-Millennial-Behaviors.doc. - Watzlawick, P., Beavin, J. Jackson, D.D.
(1967). Pragmatics of human communication. NY
Norton.
48Questions Comments
- Lynn Silipigni Connaway
- connawal_at_oclc.org