ONTARIO PUBLIC LIBRARIES STRATEGIC PLAN RESEARCH

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ONTARIO PUBLIC LIBRARIES STRATEGIC PLAN RESEARCH

• Ontario Public Libraries Strategic Directions
  Council
• February 1, 2001

MARKET PROBE CANADA
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SDC Survey
What is the future of the public library in
Ontario?
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SDC Survey

• The context for change
• 1. Attitudes toward the library
• 2. How the library is used now
• 3. The changing information environment
• 4. Demographic factors

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Research Method

• 1007, 10-minute telephone interviews with Ontario
  residents over the age of 18
• October 23 to October 29, 2000
• Proportionate random sample
• Callbacks to households speaking only French
• All interviews were completed between October 23
  and October 29, 2000
• Instrument designed by Jim Morgenstern of dmA
  Planning and Management Services, with input from
  the SDC core management team

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I. ATTITUDES TOWARD THE LIBRARY
MARKET PROBE CANADA
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• I. Attitudes Toward the Library
• The library's status in society
• The library's ability to get funding and support
• How much the library will be used

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Opinion of Future Importance of Public Libraries
Q.16 Base All respondents (1007).
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Benefit of Public Libraries Relative to Other
Tax-supported Services
Q.18 Base All respondents (1007).
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Library at the Crossroads

• Ontario residents expect change
• They are divided on the nature of that change
• They differ on how important the library is
  overall

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Expectations for the Future

• What is credible for the public library in the
  future
• What Ontarians aspire to have the library do in
  the future
• How positive residents are about the future of
  the library

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Future Scenarios Rated Very/Somewhat Likely to
Come True
Q.17 Base All respondents (1007).
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More Questions

• How do people differ on their endorsement of
  these outcomes?
• Who is positive and who is negative?
• What can this tell us about the library's future?

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Multivariate Segmentation

• Input Likelihood ratings for future scenarios
• Output Groups who hold similar attitudes
• Use Understanding of how attitudes, behaviour
  and demographics interrelate

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Library User Segments
Base All respondents assigned to segments (720).
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Ratings of Future Scenarios by Segment
Not at All Likely
Very Likely
Public libraries will play an essential role in
training residents to access information through
computers
Most Ontario residents will need the library to
help find information in a world where
information is available from so many sources
The public library will be the focal point for
the community, a safe and comfortable meeting
place
Public libraries will be a centre for business
development providing timely and accurate
information for small and home-based businesses
The library won't change it will provide much
the same service as it does today
The public library will be the only place the
average Ontario resident can afford to go for
information
You will go to the public library for services
you now get at government offices
Libraries will be open longer hours
The public library will no longer be a building
all information will be accessed electronically
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Ratings of Future Scenarios by Segment
Not at All Likely
Very Likely
The public library will be the only place the
average Ontario resident can afford to go for
information
Seekers Traditionalists Supporters Negators


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Ratings of Future Scenarios by Segment
Not at All Likely
Very Likely
Seekers Traditionalists Supporters Negators


The public library will be the only place the
average Ontario resident can afford to go for
information
Libraries will be open longer hours
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Two Attitudinal Dimensions
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Ratings of Future Scenarios by Segment
Not at All Likely
Very Likely
Public libraries will play an essential role in
training residents to access information through
computers
Most Ontario residents will need the library to
help find information in a world where
information is available from so many sources
The public library will be the focal point for
the community, a safe and comfortable meeting
place
Public libraries will be a centre for business
development providing timely and accurate
information for small and home-based businesses
The library won't change it will provide much
the same service as it does today
The public library will be the only place the
average Ontario resident can afford to go for
information
You will go to the public library for services
you now get at government offices
Libraries will be open longer hours
The public library will no longer be a building
all information will be accessed electronically
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Opinion of Future Importance of Public Libraries
by Segment
Q.16 Base All respondents (seekers196,
traditionalists168, supporters158,
Negator198).
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Benefit of Public Libraries Relative to Other
Tax-supported Services by Segment
Q.18 Base All respondents (seekers196,
traditionalists168, supporters158,
Negator198).
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Two Attitudinal Dimensions
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Respondent Age
Average Age Seekers 42 Traditionalists 41 Sup
porters 46 Negators 39
Q.19 Base All respondents (1007).
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Education
High School or Less
University/College
Q.22 Base All respondents (1007).
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Total Annual Household Income
Q.24 Base All respondents (1007).
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Presence of Children in Household
Any Children
Q.21a/b Base All respondents (1007).
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Gender
Q.25 Base All respondents (1007).
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The Demographic Story

• Seekers tend to be affluent and well-educated
• Traditionalists tend to have kids and less
  education
• Supporters tend to be older and female
• Negators tend to be younger, affluent and male

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II. HOW THE LIBRARY IS USED NOW
MARKET PROBE CANADA
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Past Year Use of Public Library
Q.2 Base All respondents (1007). Notable for
lack of difference.
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Past Year Use of Public Library by Segment
Q.2 Base All respondents (seekers196,
traditionalists168, supporters158,
Negator198).
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Main Reason for Not Using the Public Library in
the Past Year by Segment
Q.6a Base All respondents (seekers49,
traditionalists49, supporters45,
Negator84). Note Mentions of 5 or more
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Past Year Public Library Visit Frequency
Q.2 Base Past year public library users
(681). Notable for lack of difference.
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Past Year Public Library Visit Frequency by
Segment
Q.2 Base Past year library users only
(seekers147, traditionalists119,
supporters113, Negator114).
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Past Year Use of Public Library by Other
Household Members by Segment
Used by Others
Q.3a/b Base All respondents (seekers196,
traditionalists168, supporters158,
Negator198). Note Household user indicated is
first mention user.
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Reasons for Using the Public Library
Q.4a/b Base Households with any visitors (763)
those who personally visited the public library
(678).
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• Conclusion A lot of us use the public library,
  and principally for borrowing

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III. THE CHANGING INFORMATION ENVIRONMENT
MARKET PROBE CANADA
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• III. The Changing Information Environment
• The Internet
• Mega-bookstores
• Demographic changes

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1. The Impact of the Internet
MARKET PROBE CANADA
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Access to the Internet
Any access
Q.9 Base All respondents (1007).
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Use of Internet
Any Use of Internet
Q.10 Base All respondents (1007).
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Use of Internet by Segment
Any Use of Internet
Q.10 Base Those with internet access
(seekers176, traditionalists135,
supporters121, Negator171).
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How Use of Internet has Changed Frequency of
Library Use
Q.11 Base Those who use the Internet (671).
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How Use of Internet has Changed Frequency of
Library Use by Segment
Q.11 Base Those who use the Internet
(seekers155, traditionalists108,
supporters100, Negator156).
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Whether Use of Internet Has Changed How Library
Is Used
Q.12a Base Past year public library users who
use the Internet (483).
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Ways in Which Use of the Internet Has Changed Use
of Public Library
Use it Less
Use it More
Q.12b Base Past year public library users who
use the Internet and state that access has
changed the way they use the public library (135).
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Whether the Public Library Could Help You Use the
Internet More Effectively
Q.13a/b Base Those who use the Internet (671)
those who say the public library could help them
use the Internet more effectively (212).
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Whether the Public Library Could Help You Use
Internet More Effectively by Segment
Q.13a Base Those who use the internet
(seekers155, traditionalists108,
supporters100, Negator156).
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Impact of the Internet on the Library

• Reduced frequency of use overall
• Little impact on how the library is used
• Library not widely acknowledged to be able to
  help people use the Internet

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Internet Challenges and Opportunities
Opportunity
Challenge
Generally positive attitudes toward the public
library helping people use computers
Internet is reducing library use and specific
attitudes toward library's role are less positive
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2. The Mega-Bookstore
MARKET PROBE CANADA
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Frequency of Visiting the Bookstore Relative to
Past Use
Q.15a Base Past year bookstore users (876).
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Past Year Bookstore Visit Frequency
Q.14 Base All respondents (1007).
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Past Year Bookstore Visit Frequency by Segment
Q.14 Base All respondents (seekers196,
traditionalists168, supporters158,
Negator198).
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IV. DEMOGRAPHIC CHANGE - THE AGE FACTOR
MARKET PROBE CANADA
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Respondent Age
Average Age Seekers 42 Traditionalists 41 Sup
porters 46 Negators 39
Q.19 Base All respondents (1007).
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Internet Use by Age
Q.10 Base All respondents (1007).
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Use the Library Less Because of Internet by Age
Q.11 Base Internet users (671).
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Future Importance of Public Library by Age
Q.16 Base All respondents (1007).
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Heavy Library Use by Age
Visit 20 Times Each Year
Q.2 Base All respondents (1007).
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Visit Bookstores More Often by Age
Q.2 Base All respondents (1007).
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CONCLUSIONS
MARKET PROBE CANADA
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Conclusions
Attitudes toward the library vary dramatically
between groups. Nevertheless, there is a core of
strong support for current and expanded library
roles.
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Conclusions
To-date, the key role of the library for most
residents is lending materials.
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Conclusions
3. Many endorse the view that the library will
play an important role in computer training.
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Conclusions
Using the library can be associated with using
other information sources like bookstores and the
Internet.
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Conclusions
Demographics are cause for concern, with younger
residents growing up with a fundamentally
different relation to the library.
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Library User Segments
The segmentation gives us a framework in which
residents attitudes vary on two dimensions

• Library as public institution offering equal
  access or as a competitor in an information
  marketplace
• Library as changing proactively to meet users
  needs or as preserving the status quo

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Library User Segments
This framework provides two broad strategies for
girding public support for the library

• Its social relevance can be increased by
  identifying disadvantaged groups who rely on it.
• Its personal relevance can be increased by
  meeting users needs.

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Conclusions
7. Each segment presents its own opportunities
and risks.
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Opportunities and Risks
Seekers

• Positive toward the library
• Heaviest users
• At risk if needs not met
• Support is critical for the library

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Opportunities and Risks
Negators

• Have written-off the library
• Minimize the size of this group by making the
  library useful to them

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Opportunities and Risks
Supporters

• Enthusiastic backers
• Need to know the library is doing a good job
  equalizing societal differences
• At risk if library perceived ineffectual

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Opportunities and Risks
Traditionalists

• Lower expectations
• See traditional functions of the library as
  relevant

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Conclusions
9. Concluding thought The ability to organize
information is a valuable commodity.