1
I 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

2
Academic Libraries Today

• Vying for information seekers attention
• Must re-engineer to accommodate users workflows
  and habits

3
The 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

4
Screenagers

• Youngest of the Net Generation
• Born between 1988 and 1994
• Now 15-21 years old
• Affinity for technology
• Expect instant access

5
Seeking 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

6
Online Surveys

• Descriptive statistical analysis
• Demographic
• Multiple-choice
• Likert-type
• Qualitative analysis
• Open-ended
• 2 critical incident (CI) questions

7
VRS 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)

8
User Demographics Adult - 29 (N88)

• High School Graduates to PhD
• Majority college degree or higher (83, 73)
• Used chat gt1x
• Overwhelmingly Yes (99, 87)

9
Chat Least Intimidating to VRS Users Net Gens
(N49) Adults (N88)
10
VRS Users Likely to be Repeat Users Net Gens
(N49) Adults (N88)
11
Recommendation Important to VRS UsersNet Gens
(N49)

• Used VRS because recommended
• Recommended VRS more than adults

12
What 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

13
VRS 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

14
Why Users Dont Always Choose VRSNet Gens (N49)

• Unhelpful answers
• Non-subject specialists
• Slow connections
• Scripted messages
• Cold environment

15
What 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

16
VRS 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)

17
FtF is Preferred by VRS Non-users Net Gens
(N122) Adults (N62)

• Adults (81, 50)
• Net Gens (71, 87)

18
FtF is Preferred by VRS Non-users Net Gens (N122)
I most enjoy using
19
Email is Less Intimidating to VRS Non-users Net
Gens (N122)
I am least intimidated by
20
Telephone Reference Never Used by VRS Non-users
Net Gens (N122) Adults (N62)

• Net Gens (78, 95)
• Adults (60, 27)

21
Convenience Is Important to VRS Non-UsersNet
Gens (N87) Adults (N51)

• Net Gens (87, 76)
• Adults (78, 40)

22
Remote Access is Important to VRS Non-users Net
Gens (N41) Adults (N13)

• Net Gens (95, 39)
• Adults (85, 13)

23
Interpersonal 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)

24
Interpersonal Communication is Valued by VRS
Non-Users Net Gens (N41) Adults (N14)
25
Net 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

26
Net 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

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Why 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)

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Why Non-Users Do Not Choose VRSNet Gens (N122)
Adults (N62)

• Believe questions might annoy librarian
• Net Gens (29, 32)
• Adults (16, 10)

29
Why 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

30
Net 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

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Why 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

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Adult 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

33
Relational Theory and Interpersonal Communication

• Every message has dual dimensions
• -- both content and relational
• (Watzlawick, Beavin, Jackson, 1967)

34
Dual Dimensions

• Relational
• Interpersonal
• How the message is to be taken
• Relationship between participants

• Content
• Information
• The what of the message
• Information exchange

35
Critical Incident Technique (CIT)

• Flanagan (1954)
• Qualitative technique
• Focuses on most memorable event/experience
• Allows categories or themes to emerge rather than
  be imposed

36
CIT 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

37
VRS User Positive CIs Net Gens (N48)

• Successful Experience
• Librarian
• Accurate answers/info
• Quick assistance
• Located specific resources
• Convenient

38
VRS User Negative CIs Net Gens (N30)

• Unsuccessful Experience
• Librarian
• Impeded info delivery or retrieval
• Didnt answer question

39
Critical 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

40
VRS Non-user Positive CIsNet Gens (N108)

• Successful Experience
• Librarian
• Info delivery/retrieval
• Answered questions
• Located specific resources
• Positive attitude (them task)

41
VRS Non-user Negative CIsNet Gens (N74)

• Unsuccessful Experience
• Librarian
• Impeded information delivery or retrieval
• Missing resources
• Slow providing answers
• Negative attitude to task

42
What We Learned

• FtF VRS Users want
• Extended hours of service
• Access to electronic information
• Interact w/ friendly librarians
• Relationships with librarians

43
What 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

44
What We Can Do

• Understand them to serve them better
• Enjoy their enthusiasm!

45
End 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/

46
References

• 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.

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References

• 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.

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Questions Comments

• Lynn Silipigni Connaway
• connawal_at_oclc.org