Self-service, satisfaction, and seamlessness seem to exemplify the expectations of the information consumer in the vast "infosphere" in which libraries operate. Three hundred and ninety-six of the total of 3,348 indicated that they were currently students.
Libraries and Information Sources—Use, Familiarity and
Library Use
Ninety percent of college students carry a library card, while 72 percent of the total respondents carry a library card. Thirty-eight percent of college students predicted increased library use, compared to 20 percent of all respondents.
Public and College Library Usage and Percent of Library Card Holders—
Sixty-five percent of college students use their college library at least monthly, while 40 percent use a public library at least monthly. Forty-four percent of college students indicate that their library use has increased, while 25 percent of all respondents report that their library use has increased.
Frequency of Library Use—by College Students
Libraries and Information Sources—Use, Familiarity and Favorability
The survey asked respondents whether their use had increased or decreased over the past three to five years. Sixteen percent of students say their library use has decreased over the past three to five years, while 31 percent of all respondents report that their library use has decreased over the same time period.
Frequency of Library Use—
Past and Anticipated Library Use—
Familiarity with and Usage of Multiple Information Sources
Seventy-two percent of college students are extremely familiar, very familiar, or somewhat familiar with search engines. Twenty percent of college students are extremely familiar with online libraries and 25 percent of college students are extremely familiar with online bookstores.
Familiarity Ratings for Information Sources—
Awareness and Usage of Electronic Resources
Total respondents also show a wide familiarity with and use of most of these electronic resources. The use of e-mail and search engines is highest among all resources across all segments surveyed, while all electronic resources are used by at least 5 percent of respondents.
Usage of Electronic Resources—
Starting an Information Search
Where Electronic Information Searches Begin—
Search Engine Used Most Recently
Search Engine Used Most Recently—
How Respondents Learn about New Information Resources
Total respondents ranked the librarian as the least used source for learning about electronic information, at 8 percent.
Learning about Electronic Information Sources—
Impressions of Information Sources
The search engine is viewed as very favorable or favorable by 92 percent of students and 88 percent of total respondents. The library is viewed as very favorable or favorable by 85 percent of college students and 79 percent of total respondents.
Favorable Ratings for Information Sources—
Sixty-six percent of students said they had at least a somewhat positive view of the online library, compared to 46 percent of the total number of respondents.
Information Sources Considered
Information Sources Considered and First Choice—
Finding Worthwhile Information
Five Highest-Rated Information Brands with Worthwhile Information—by College Students and Total Respondents
Library Electronic Resources
Using the Library—
In Person and Online
Activities at the Library
Activities at the Library: Monthly Usage—
Comparing Libraries and Bookstores
Using the Library—In Person and Online
Suitability of the Library and the Bookstore for Specific Activities—by College Students
Awareness of Library Electronic Resources
Awareness of Library Resources—
Using Library Electronic Information Resources
The use of the library's electronic resources among university students at least every month is higher in all eight categories than the respondents in general. College students report low monthly use of online librarian inquiry services and audiobooks at 17 percent and 16 percent, respectively.
Usage of Library Resources—
Seeking Assistance in Using Library Resources
Fifty-four percent of college students do not ask for help when using the library's electronic resources, while 64 percent of the total respondents report that they have not asked for help when using the library's electronic resources.
Assistance in Using the Library—
Sources of Help at the Library
First Source of Help at the Library—
Familiarity with the Library Web Site
Nineteen percent of college students say they didn't know it existed or didn't exist, and 15 percent reported they couldn't find the library website. For the total respondents who reported that they had never visited an online library website, I did not know the website existed/existed was the primary reason cited for lack of use. Fifty-five percent of the total respondents state that they did not know the library website existed or say it does not exist.
Reasons for Never Using the Online Library Web Site—
Respondents were asked about their familiarity with library websites, the main point of access to libraries' catalogs and resources. Most college students know that the library website exists, and 35 percent are either extremely familiar or very familiar with the library website. Among college students who have never used an online library website, the main reason is that other websites have better information (44 percent).
10%: YES
27%: YES
The Internet Search Engine, the Library and the Librarian
Libraries are considered more trustworthy/authentic and provide more accurate information than search engines. Taken together, respondents and students rate libraries higher than search engines on two of the seven performance attributes: trusted/authentic sources of information and accuracy. Joint respondents and students rated search engines higher than libraries on five of seven performance attributes: reliability, cost-effectiveness, ease of use, convenience, and speed.
Attributes of the Library and Search Engine—
Librarians and the Search Process
Librarian Adds Value to the Search Process—
Comparing Assistance—Search Engines and Librarians
Assistance from Search Engines and Librarians—
Satisfaction with Search Engines and Librarians
Satisfaction with the Librarian and Search Engine—
Keeping Up-to-Date with Library Resources
Almost twice as many college students use the library website to keep up with the resources available in the library as all respondents, at 49 percent and 25 percent, respectively. Twenty-six percent of college students indicate that they are not keeping up with available resources. Of the total respondents, 33 percent state that they do not keep up with the resources available in the library.
Keeping Up-to-Date on Library Resources—
The Library Brand
- The Value of Electronic Information Resources
Common sense/personal knowledge is the most important verification criterion among all respondents and students. Eighty-two percent of students select an information source mostly based on whether the source provides valuable information. Students also base their decision on whether the source provides free information (73 percent), whether the source provides credible/trustworthy information (73 percent), and ease of use (64 percent).
Evaluating Information Sources—
Judging the Trustworthiness of Information
Factors in Determining Trustworthiness of Information—
Trust in Library Resources and Search Engines
Trustworthiness of Library Sources vs. Search Engines—
Free vs. For-Fee Information
Paying for Information Via an Electronic Information Source
88 percent of college students have not paid for information or content from an electronic information source. The survey also asked respondents who purchased information from an electronic information source whether the future frequency of purchases would be more, less, or about the same. More than half of college students report that they will purchase information from an electronic information source less often, at 56 percent.
Information Purchases in the Future—
In contrast, 59 percent of all respondents report that the frequency of purchasing information will remain the same, 25 percent say the frequency will be less, and 16 percent say the frequency will be greater. Because it is more likely to be accurate and true, while anyone can create a website and even put any information on it. I would also base it on the look of the site, the credibility of the author, and it would also depend on how.
Free vs. For-Fee Verbatim Comments
Validating Information
Seventy-one percent of the surveyed students judge the reliability of electronic information sources by referring to other sources (see part 3.2). Seventy-six percent of students also rely on printed materials, 64 percent on library materials, and 59 percent rely on an expert in their field of interest as a source of validation. At 16 percent, librarians were rated as the least used source of cross-referencing for validation among all respondents.
Cross-referencing Sources to Validate Information—
Trusted Sources for Recommendations
Nineteen percent of this subset of respondents use an expert in the field of interest as the trusted source they usually use to help judge whether they are electronic. Like college student responses, librarians were selected as a reliable source for validating information by 2 percent of total respondents.
Trusted Sources for Validating Information—
Libraries—Positive and Negative Associations
Survey respondents were asked to provide - in their own words - two positive and two negative associations about libraries. Respondents had strong positive associations with products and offers; respondents also had strong negative associations with products and offers. Both positive and negative correlations were remarkably consistent between university student respondents and respondents in general.
Positive and Negative Associations of Libraries—
Responses from 364 college students provided 638 positive comments (average 1.75 comments per survey) and 363 college students provided 611 negative comments (average 1.68 comments per survey). Responses from a total of 3,034 respondents provided 5,271 positive comments (an average of 1.74 comments per survey) and a total of 2,985 respondents provided 4,793 negative comments (an average of 1.61 comments per survey). As the graph below shows, the positive and negative comments of respondents are consistent across all four categories.
Positive Associations
Products and Offerings
Positive Associations (cont.)
Staff
Facility/Environment
Customer/User Service
Negative Associations
Negative Associations (cont.)
Negative Associations (cont.)
Lifestyle Fit
University students read less and use the library less since they started using the Internet. Watching television, using the library, reading books, reading magazines, and buying music are the five most popular activities that students report doing less often since they started using the Internet. Fourteen percent of the university students surveyed say they visit family and friends less often.
Decreased Activities Due to Internet Use—
Information Sources and Lifestyle Fit
Information Sources by Lifestyle Fit—
Information Sources with Perfect Lifestyle Fit—
Online Libraries and Lifestyle Fit
Online Libraries Compared to Search Engines—
Books—the Library Brand
BOOKS
We asked the open question: “What do you think of first when you think of a library?” A total of 3,785 verbatim comments were given from a total of 3,163 respondents, grouped by main theme.
First (Top-of-mind) Association with the Library—
Brand Associations
Although students are more familiar with library electronic resources than respondents in general, many are unsure of what libraries offer. Thirty-two percent of the students surveyed are not sure that their libraries offer electronic journals. Ninety percent of surveyed students have a library card, and 72 percent of all respondents have a library card.
A Sample of College Students’ Verbatim Comments
A Sample of College Students’ Verbatim Comments (cont.)
Brand Potential—Libraries, Books and Information
The majority of respondents indicated that the main purpose of libraries was broader than books. Almost half (49 percent) of college students and 53 percent of all respondents indicated that they feel the main purpose of the library is information. 33 percent of university students and 31 percent of respondents indicated that the main purpose of the library is books.
Main Purpose of the Library—
I think the main purpose of a library is to provide everyone with the means to print documents and information.
PROVIDE USE OF BOOKS AND KNOWLEDGE THAT IS NEEDED AND QUIET ARE FOR PEOPLE THAT NEED TO STUDY
A Sample of College Students’ Verbatim Comments (continued)
College Students’ Advice to Libraries
- College Student View
Respondents were asked to rate their level of agreement with a range of expressions and characteristics to determine how they see the role of the library in today's society. When asked, respondents strongly agree or agree that libraries serve many functions in the community, including a place to learn, a place to read and support literacy, a place for free computer/internet access, and a place to promote children's learning and development. Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 1240, "If you could give your library one piece of advice, what would it be?".
The Library’s Role in the Community
College Students’ Advice to Libraries
The Library’s Role in the Community—
Rating Library Services
Seventy-five percent of college student respondents at least agree that help from a librarian is available when needed. Seventy-seven percent of students and 54 percent of total respondents at least agree that library technology meets their needs. A greater percentage of students than the total number of respondents agree (strongly agree or agree) that the content/collection meets their needs. Seventy-two percent of students agree that the library's collection meets their needs, while 52 percent of the total number of respondents agree.
Librarian and Library Services—
Advice to Libraries
University students had opinions about all aspects of library staff, products and services, and facilities. Respondents were invited to give advice to libraries at the end of the survey. We categorized the advice into the following five themes: products and offers, customer/user service, facility/environment, staff and satisfaction.
Advice for the Library—
College Students’ Advice
College Students’ Advice (cont.)
Satisfaction
Perceptions of Potential College Students
- to 17-year-olds agree the library is
Students of the near future may come from this group, so it is interesting to note the differences and similarities in perceptions of libraries and their resources between this group and those already attending colleges. Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 1240, “If you could give your library one piece of advice, . Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 1240, “If you have one piece of .
Conclusion
College students’ decreased activities due to Internet use
Report Findings
Conclusions and Observations
What was confirmed and revealed
Many college students do not distinguish between what is offered by libraries and what is offered by search engine companies. College students trust information they get from libraries and they trust information they get from search engines. The data serves as a reminder to readers that college students are also heavy users of public libraries.
The Library Brand
In a world where information sources and discovery tools continue to proliferate and become increasingly important to consumers of online information, the library's trademark is still books. The rejuvenation of the 'Library' brand depends on the ability of members of the wider library community to transform library services so that the rich resources – print and digital – that they manage on behalf of their communities are available, accessible and used. When supporting the backbone of a community (education and literacy), don't be afraid to try new things and new methods.
About OCLC
Of note is the IFLA/OCLC Early Career Development Fellowship Program, jointly sponsored by the International Federation of Library Associations and Institutions (IFLA), the OCLC Library Online Computing Center, and the American Theological Library Association (ATLA). The program provides early career development and continuing education for library and information science professionals from developing economies. OCLC's vision is to be the leading global library cooperative, helping libraries serve people by providing cost-effective access to knowledge through innovation and collaboration.
