Self-service, satisfaction and seamlessness seem to be an example of the expectations of the information consumer in the large "infosphere" in which libraries operate. As detailed more fully in the Methodology section of the report, the survey is demographically weighted and represents the online population of all countries surveyed, except India, due to the low sample size.
Total Respondents to the OCLC Survey—
Total College Students—by Age of Respondent
Total Library Card Holders—by Geographic Region
Report Structure
They are included as choices to compare the respondents' perceptions and attitudes towards information brands with their perceptions and attitudes towards libraries. The consistency of stated perceptions, attitudes and practices suggests that the "Library" brand is both local and universal.
Part 2, Library Use – In Person and Online, reports on what we found about how information consumers are using libraries and how newer information resources, electronic resources and information brands are influencing and influencing respondents' behaviours. . Part 4, Respondents' Advice for Libraries, provides unedited views and advice about library services, resources and facilities.
Related OCLC Research and Reports
Libraries and Information
Sources—Use, Familiarity and Favorability
Library Use
Seventy-two percent of the total respondents are registered users of a library (eg have a library card). The response was consistent across all geographic regions except the UK, where 59 percent of respondents have a library card.
Libraries and Information Sources—Use, Familiarity and Favorability
This varied by geographic region, from 42 percent of Canadian respondents to 9 percent of UK college student respondents more likely to have a library card than any other segment surveyed; 90 percent indicated that they are registered users.
Frequency of Library Use
Past and Future Library Use
Familiarity with and Usage of Multiple Information Sources
More than 60 percent of all respondents, regardless of geographic region, are extremely familiar, very familiar, or somewhat familiar with search engines. Respondents have similar levels of familiarity with libraries and bookstores: over 25 percent of all respondents are extremely familiar with both.
The survey asked respondents to rate their knowledge of the following five sources of information: search engines, libraries, bookstores, online libraries, and online bookstores. Across the geographic regions surveyed, college students were the most likely to indicate that they are extremely familiar with online libraries, at 20 percent.
Please rate how familiar you are with the following sources/places where you can obtain information. Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 812b, "Please name two negative associations with the library."
Awareness and Usage of Electronic Resources
A wealth of information
The availabilty of computers at
Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 812b, "Please list two negative associations with the library." Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 812a, "Please list two positive associations with the library."
Starting an Information Search
Search Engine Used Most Recently
How Respondents Learn about New Information Resources
Sixty-one percent of all respondents learn about electronic resources from friends, followed closely by links from electronic resources or websites. Fifteen percent of respondents learn more about new electronic resources by referring to the library's website.
Impressions of Information Sources
This difficult process is the first thing I think of when I think of using the library. Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 807, “What is the first thing you think of when you think of a library?”.
Information Sources Considered
Finding Worthwhile Information
Please rate the extent to which you agree or disagree that each electronic information source provides useful information. Five Top Rated Information Brands With Information Worth—. Please rate the extent to which you agree or disagree that each electronic information source provides useful information.
All Respondents who “Completely Agree”
Library Electronic Resources
Using the Library—
In Person and Online
Activities at the Library
Twenty-nine percent of all respondents indicate that they use the computer/internet in a library at least once a year. Forty-two percent of all respondents say they have never used a library to use a computer/internet.
Using the Library—In Person and Online
At least monthly At least annually Not even once a year Never used Used but no longer do 30% 39%. 42 percent report that they research specific reference books at the library at least monthly, 48 percent report that they use a library to do homework/study at least monthly, and 33 percent report that they get help with research at a library at least every month.
Comparing Libraries and Bookstores
Awareness of Library Electronic Resources
Of the eight library electronic resources evaluated, respondents show the highest level of awareness for the library website and online library catalog. In the other five categories, most respondents are not sure if the library has the electronic resources.
Using Library Electronic Information Resources
Which of the following electronic library resources have you ever used from your primary library and how often do you use them?
Seeking Assistance
College students are more likely than any other segment surveyed to seek help when using library resources. Have you ever sought help using your library's electronic resources or when searching for information at your library?
Sources of Help at the Library
Familiarity with the Library Web Site
In general, not knowing the existence of the website is the main reason respondents do not use the library website. Those who do not use the library website respond that other websites have better information (44 percent).
10%: YES
I didn't know the site existed/exists Other sites have better information I can't find the site. Have you ever started your search for information with a search engine and ended up on a library website.
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. Libraries are rated higher than search engines on two of seven performance attributes: trusted/authentic sources of information and accuracy.
Librarians and the Search Process
Please rate the extent to which you agree or disagree that the librarian adds value to the information seeking process. Source: Perceptions of Libraries and Information Resources, OCLC, 2005, question 812a, "Please name two positive associations with the library."
Comparing Assistance—Search Engines and Librarians
Satisfaction with Search Engines and Librarians
Based on the most recent search you performed on [search engine most recently used], how satisfied were you in each of the following areas. Based on your most recent experience seeking help from a librarian for assistance with searching or finding information, how satisfied were you with this.
Satisfaction with the Information Provided
Satisfaction with the Quantity of Information Provided
Satisfaction with the Speed of Conducting the Search
Satisfaction with the Overall Experience
Keeping Up-to-Date with Library Resources
Forty-eight percent of all respondents say they call or walk in to the library to stay informed about the library's resources. Students use both the library website and library visits to keep up to date with library resources.
Across all geographic regions, 58 percent of cardholders call or go to the library as their primary means of keeping up to date with available library resources, compared to 21 percent of non-cardholders. 58 percent of non-card holders indicate that they do not keep up with available resources, compared to 23 percent of library card holders.
The Library Brand
- The Value of Electronic Information Resources
Contrary to what is often attributed to the main advantage of access to digital information, speed of information delivery is not the most important factor used by respondents to evaluate electronic information resources. Only 28 percent of respondents use recommendations as a criterion for choosing an electronic source of information.
Evaluating Information Sources—
Judging the Trustworthiness of Information
These include the reputation of the company/organization, the ability to find the information across multiple sites/cross-references, and recommendations from a trusted source. Students rely on personal knowledge/common sense and the ability to find the information across multiple sites/cross-references as their main methods of judging reliability.
Trust in Library Resources and Search Engines
Thinking about your use of your library and the things you like and don't like about it, the information you get from library resources is more or less reliable compared to the information you can get from search engines. Fifty-three percent estimate that search engine information is about the same level of credibility as library resources.
Free vs. For-Fee Information
The study examined another aspect of trust by examining whether respondents trust an electronic source of information more if they have to pay for the information. Would you trust an electronic source of information more if you have to pay for the information compared to a free source.
Paying for Information via
The survey also asked respondents who have purchased information from an electronic information source whether future purchase frequency would be more, less, or about the same. Do you expect to pay more frequently, less frequently, or about the same frequency for electronic information in the future.
Free vs. For-Fee Verbatim Comments
Validating Information
Sixty-five percent of respondents assess the reliability of electronic information sources by cross-referencing other sources (see Part 3.2). The use of library materials as cross-reference sources to validate information is relatively consistent across regions, ranging from about 40 to 50 percent.
Trusted Sources for Recommendations
The trusted source most often used to validate electronic information resources varied depending on whether respondents are library card holders or not. Non-cardholders are more likely to choose colleagues as their trusted source than cardholders (21 percent compared to 9 percent). Non-cardholders typically do not choose library materials or librarians as their trusted sources.
Libraries—Positive
Many of the negative associations relate to the availability and conditions of materials and facilities. Positive associations regarding library staff and customer/user service were offered more often by U.S.
Facility/Environment
Products and Offerings
Positive Associations
Customer/User Service
Staff
Positive Associations (cont.)
Other comments suggested that there are too many books and that respondents should return the books to the library. Time consuming: 3 percent of respondents made negative comments indicating that using the library is time consuming.
Negative Associations
It's too hard to find it yourself because there is so much information. The trip to the computer takes a few seconds, while the trip to the library is measured in minutes.
Negative Associations (cont.)
Lifestyle Fit
Respondents read less and use the library less since they use the Internet. Watching TV, using the library, reading books and reading a newspaper are the top four activities that respondents do less often since they started using the Internet.
Information Sources and Lifestyle Fit
Library card holders expressed a higher level of perfect lifestyle fit for all information sources than non-card holders. If you think about each information source and your information needs and lifestyle, you would say it fits your lifestyle perfectly.
Online Libraries and Lifestyle Fit
Books—the Library Brand
In the introduction to this report, we noted that one of the most important goals of the project is to begin to provide a clearer understanding of the "Library" brand. We asked the open question, "What's the first thing you think of when you think of a library?" 3,785 verbatim comments from 3,163 respondents were grouped by main topic.
Brand Associations
Many expressed the feeling that today's information consumer is simply not aware of what is currently available in libraries. As noted in Part 2, consumers of online information are unfamiliar or unaware of many of the products and services currently available in the library.
We analyzed the top-of-mind brand association of the library for the subset of respondents who indicated they were extremely familiar or very familiar with the physical library (see Part 2). 1,557 respondents or 46 percent of the total survey respondents indicated that they were very familiar or extremely familiar with the library.
A Sample of Respondents’ Verbatim Comments
The first thing that comes to mind when I think of "library" is the wide range of resources it offers, such as internet access, periodicals and of course books. It's in the center of the city where I live and it's hard to get to, i.e. no free parking nearby.
A Sample of Respondents’ Verbatim Comments (continued)
Brand Potential—Libraries, Books and Information
The main purpose of the Library -. What do you think is the main purpose of the library? Answers to the question "What do you think is the main purpose of the library?".
Respondents’ Advice to Libraries
- The Library’s Role in the Community
85 percent of all respondents agree (strongly agree or agree) that the library is perceived as a place to learn. 80 percent or more of all respondents also agree that the library is a place where you can read and make necessary information freely available.
Respondents’ Advice to Libraries
- Rating Library Services
Respondents were least likely to recognize their library as supporting non-native speakers or as a place to meet and hang out with friends. Is a place to learn Is a place to read Makes necessary information freely available Supports literacy Provides research support Provides free computer/internet access Promotes children's learning and development Provides free information support to the less fortunate Is a place to buy books/videos/music get Provides homework support Provides remote access to electronic information Is a place for meetings/community events Supports non-native speakers Is a place to meet and socialize with friends.
FREE TO THINK
Advice to Libraries
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.
Respondents’ Advice
Review the current search catalog system as it is difficult to find material relevant to the topic you are searching for. Access: 4 percent of total respondents suggested that libraries increase access to collections, both physically for the disabled and virtually to allow easier remote access.
Satisfaction
Libraries—A “Universal” Brand?
While statistical differences certainly exist in the survey responses, the responses showed a "universal" picture of the library across the regions surveyed. A series of graphs used elsewhere in this report are duplicated on the next two pages to illustrate this observation.
Common Views across Geographic Regions
Perceptions, usage rates and advice shared by respondents were generally consistent across all regions surveyed. One of the notable findings of the survey is the general consistency and uniformity of responses across geographic regions.
Top-of-Mind Thoughts about Libraries
Responses on awareness, familiarity and use of electronic resources showed consistent views across all geographical regions surveyed. Respondents indicate similar levels of favorability and trust of both libraries and search engines, while "library" brand image and brand potential show common themes and similarities across the regions surveyed.
Common View Across Geographic Regions
Positive Associations with the Library
Negative Associations with the Library
Main Purpose of the Library
Trustworthiness of the Library’s Sources vs. Search Engines
Reasons for Never Using the Online Library Web Site
Lifestyle Fits Perfectly with the Online Library
Conclusion
Report Findings
Conclusions and Observations
What was confirmed
Libraries are considered a place for traditional resources (books, reference materials, and research assistance) and for Internet access. The results of this research confirm that libraries are not the best choice for accessing electronic resources.
What was revealed
I loved the smell of old books." This attachment to the traditional character and purpose of libraries is an asset shared by all libraries. Indeed, respondents have a strong attachment to the idea of "The Library", but clearly expressed dissatisfaction with the service experience at those libraries they use.
The Library Brand
We asked respondents to identify what they thought was the "primary purpose" of the library. The renewal of the Library brand depends on the abilities of members of the wider library community to redesign library services so that the rich resources - print and digital - can be managed on their behalf.
Appendix A: Supporting Data Tables
Satisfaction with the amount of information provided by the librarian and the search engine - by region of the respondent. Satisfaction with the amount of information provided by the librarian and the search engine - by students in all regions.
