oclc online computer library center the “network” as a new cooperative platform for libraries,...

OCLC Online Computer Library Center

The “Network” as a New Cooperative Platform for Libraries, Users and Applications

Phyllis B. SpiesVice President

Collection Management [email protected]

University of Manitoba June 2, 2006


Perceptions of Libraries and Information Resources

A report to the OCLC Membership

November 2005


Where are we building

differentiation?

(Books, information, knowledge)

Differentiation and RelevanceDifferentiation and Relevance


Objective, Methodology, Sample & Population

OCLC Market Research

&

Harris Interactive

Survey – Methodology & StructureSurvey – Methodology & Structure


Survey Respondents – by Geography

Canada

United States

United Kingdom

Australia

India

Singapore

491491

1,8541,854

535535

468468

Total 3,3483,348



Online Population – by Geography

Canada

United States

United Kingdom

Australia

India

Singapore

20M - 64%20M - 64%

203M - 69%203M - 69%

36M - 60%36M - 60%

2.4M - 68%2.4M - 68%

39M – 3.6%39M – 3.6%

14M - 68%14M - 68%

95 percent confidence level, +/- 1.69 percent95 percent confidence level, +/- 1.69 percent



Survey Respondents – Canadian Age Groups

Canada

United States

United Kingdom

Australia

India

Singapore

491491

Age 14 – 17: 37Age 18 – 24: 49Age 25 – 64: 364Age 65 and older: 41




Canada

United States

United Kingdom

Australia

India

Singapore

396396Age 14 – 17 - 3%

Age 18 – 24 - 65%Age 25 – 64 - 31%

Age 65 and older - 0%


Survey Respondents – College Students

College Students


4242College Students


1. Libraries and Information Sources Use, Familiarity and Favorability

2. Using the Library – In Person and Online

3. The Library Brand – Perceptions and Relevance

4. Respondent’s Advice to Libraries

5. A Universal Brand?

Report – Structure Report – Structure

Report - Five Parts


96%of total respondents

have visited a public library

72%of total respondents

hold a library card

90%of college students

hold a library card

Library – Use Library – Use


97%of Canadian respondents

have visited a public library

71%of Canadian respondents

hold a library card



Frequency of public library use

33% at least monthly

Q820

Total Respondents




35% at least monthly

Q820

Canadian Respondents




73% at least once a year

Q820

Total Respondents




76% at least once a year

Q820




How much has your personal library use changed over the last three to five years?

Q1220



How do you anticipate your personal library usage of the library to change over the next three to five years?

Q1225


20%

62%

18%

0%

10%

20%

30%

40%

50%

60%

70%

80%

Will increase Will stay the same Will decrease

Total RespondentsAustralia/ Singapore/ IndiaCanadaUnited KingdomUnited States


College students…

Increased

44%

40%16%

About thesame

Decrea

Will increase

Will stay the same

Will decrease

38%

50%

How much has your personal library use changed over the last three to five years?

How do you anticipate your personal library usage to change over the next three to five years?

Q1220 and Q1225



College Students - Frequency of public and college/university library use

Q820



Activities at the library performed at least once per year

Q840


55%51%

41%

29%

60%

53%

42%

33%

0%

10%

20%

30%

40%

50%

60%

70%

Borrow print books Research referencebooks

Get assistance withresearch

Use thecomputer/ Internet

Total Respondents Canadian Respondents


“Card based rule. Might not contain all the latest information.”

27-year-old from India

FamiliarityFamiliarity

“Information not as accessable as going on line. Not open 24 hours a

day seven days a week”66-year-old from United States

“new books not in fast enough…fines have to be paid for late returns.”

49-year-old from Canada

Verbatim comments: “Please list two negative associations with the library.”


Usage of electronic information categoriesamong Canadian Respondents

Familiarity and Usage of Electronic ResourcesFamiliarity and Usage of Electronic Resources

6%

6%

7%

13%

15%

17%

17%

36%

36%

37%

42%

48%

56%

58%

73%

74%

0% 10% 20% 30% 40% 50% 60% 70% 80%

RSS feeds

Online librarian question service

Audiobooks

Ask an expert

Blogs

Electronic books (digital)

Online database

Electronic magazines/ journals

Topic-specific Web site

Library Web site

Online bookstore

E-mail subscriptions

Online news

Instant messaging

Search engine

E-mail

37% Canadian30% Total




OCLC Online Computer Library CenterFamiliarity and Usage of Electronic ResourcesFamiliarity and Usage of Electronic Resources

Total Respondents - Awareness of library electronic resources

Q850


Canadian Respondents - Awareness of library electronic resources

Q850


0%

10%

20%

30%

40%

50%

60%

70%

80%

Audiobooks Electronicbooks

Electronicmagazines or

journals

Library Website

Onlinedatabases

Onlinelibrarianquestionservice

Online librarycatalog

Onlinereferencematerials

Yes, library has these No, library does not have Not sure


College Students - Awareness of library electronic resources

Q850


0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


Electronicmagazines or

journals

Library Website

Onlinedatabases


Online librarycatalog


Yes, library has these No, library does not have Not sure


Total Respondents - Use of library electronic resources

Q855


0%

10%

20%

30%

40%

50%

60%

70%


Electronicmagazinesor journals

Library Website

Onlinedatabases


Onlinelibrarycatalog


At least monthly Several times a year or less

Never have used Used to use, but no longer do


Canadian Respondents - Use of library electronic resources

Q855


0%

10%

20%

30%

40%

50%

60%



Library Website

Onlinedatabases







College Students - Use of library electronic resources

Q855


0%

10%

20%

30%

40%

50%

60%



Library Website

Onlinedatabases







Why haven’t you ever used the online library Web site?


Why haven’t you used the library Web site?

0% 20% 40% 60%

U.S. 65+

U.S. 25-64

U.S. 18-24

U.S. 14-17

I did not know the websiteexisted/does not exist

Other websites have betterinformation

I can’t find the website

Q1090


How do Information Consumers Decide?

Worthwhile?Free?

Easy to Use?

Credible/Trustworthy?Fast?

Recommended?

What Matters? What Matters?


How do you select which electronic information source to use?

Q715

What Matters? What Matters?


Total Respondents - Search engine used most recently

Google.com

Yahoo!.com

MSNSearch

Ask Jeeves.com

AOLSearch

Dogpile.com

NetscapeSearch

AltaVista.com

Excite.com

Iwon.com

Lycos.com

62%

18%

7%

3%

2%

1%

1%

1%

1%

1%

62%

Q645

18%



Canadian Respondents - Search engine used most recently

Q645


7%

13%

71%

1%

1%

2%

2%

0% 10% 20% 30% 40% 50% 60% 70% 80%

AltaVista.com

Ask.com

Dogpile.com

Netscape Search

MSN Search

Yahoo!

Google.com


“What do Gerber, Google and Eggo have in common?

They’re all selling familiarity, trust and quality – those intangible traits summed up by the word

“brand.” -Fortune October 2005

“Breakaway Brands”“Breakaway Brands”


Brand – a combination of differentiation and

relevance.

Differentiation – the degree to which a brand stands out.

Relevance – the degree to which consumers believe a brand meets their needs.

Familiarity, Trust & Quality

-Fortune October 2005

The BrandThe Brand


What is the first thing you think of when you think of the library?

0

10%

20%

30%

40%

50%

60%

70%

80%

Books Information Building(Environment)

Research Materials Reference Entertainment

Total

Australia/Singapore/India

Canada

United Kin

Brand–Differentiation & RelevanceBrand–Differentiation & Relevance

Q807


“Fond memories of childhood and college. Joy of

books.” 43-year-old from England

“ A library is vital in order to get information. I trust and love libraries. The web cannot take over because the library is sacred.”

18-year-old college student United States

“Out of date information.”



“To be an ‘information station’”57-year old from the United States

“Provide information, knowledge, resources and relaxation to everyone who needs it. It also helps a person to upgrade oneself.” 31-year-old from Singapore

“Books and lending”38-year-old postgraduate from Canada

The Brand PotentialThe Brand Potential


What do you feel is the main purpose of the library?

The Purpose and MissionThe Purpose and Mission

Q810


“A community learning center”20-year-old from the United States

“A free resource for the community for research, learning, and culture.”

34-year-old from England

“Information and learning”27-year-old from Singapore

“Encouraging literacy in the whole population”


A Third PlaceA Third Place


The Library’s role in the communityamong total respondents Note: Graph represents those who “Completely agree” or “Agree” with the statements about their library.


85%


The Library’s role in the communityamong Canadian respondentsNote: Graph represents those who “Completely agree” or “Agree” with the statements about their library.


87%

38%

52%

60%

63%

67%

72%

73%

76%

77%

78%

82%

84%

87%

0% 20% 40% 60% 80% 100%

Supports non-native speakers

Is a place for meetings/ community events

Provides access to electronic information remotely

Provides homework support

Provides free information support to less fortunate

Is a place to get books/ videos/ music

Promotes childhood learning and development

Provides free computer/ Internet access

Provides research support

Supports literacy

Makes needed information freely available

Is a place to read

Is a place to learn

OCLC Online Computer Library CenterA Third PlaceA Third Place

75+%

The Library’s role in the communityamong total respondentsNote: Graph represents those who “Completely agree” or “Agree” with the statements about their library.




75+%

38%

52%

60%

63%

67%

72%

73%

76%

77%

78%

82%

84%

87%

0% 20% 40% 60% 80% 100%










Supports literacy


Is a place to read

Is a place to learn

OCLC Online Computer Library CenterA Third PlaceA Third Place

Half or Less

The Library’s role in the communityamong total respondentsNote: Graph represents those who “Completely agree” or “Agree” with the statements about their library.




Half or less

38%

52%

60%

63%

67%

72%

73%

76%

77%

78%

82%

84%

87%

0% 20% 40% 60% 80% 100%










Supports literacy


Is a place to read

Is a place to learn


…is the information you get from library sources more or less trustworthy than information you get from search engines?

Differentiation Differentiation

9% 10%12%

7%9%

21%18%

28%

22%24%

70%

75%

60%

66%69%

0%

10%

20%

30%

40%

50%

60%

70%

80%

TotalRespondents

AustraliaSingapore India

Canada United Kingdom United States

Library sources more trustworthy About the same Library sources less trustworthy


…is the information you get from library sources more or less trustworthy than information you get from search engines?

Q1205

DifferentiationDifferentiation


How do you judge if electronic info is trustworthy? Base: Those who decide what source to use based on if it provides credible/trustworthy information.



Cross referencing – What source(s) do you use to validate information? Base: Those who use cross-referencing to determine trustworthiness of a source.



How do you judge if electronic info is trustworthy?



Who or what is the trusted source you most typically use? Base: Those who judge the trustworthiness of a source based on a recommendation from a trusted source.


0% 5% 10% 15% 20% 25% 30%

Librarian

Library materials

Relative

Print material

Teacher or professor

Coworker or professional colleague

Friend

Other Web sites with similar information

Expert in the field of interest


Total Respondents


The Librarian

“Be more friendly.” 54-year-old from Australia


“Hire more young people.”


“Helpful staff accessing information.” 55-year-old from Australia


Total Respondents - Satisfaction with overall experience provided by librarian vs. search engine

VerySatisfied

Satisfied NeitherSatisfied

nor Dissatisfied

Dissatisfied VeryDissatisfied

48%

60%

36%

30%

11% 7%4% 1% 2%1%

Q665 and 1050



Canadian Respondents - Satisfaction with overall experience provided by librarian vs. search engine

Q665 and 1050


58%

29%

8% 1% 4%53%

35%

9% 2% 1%

0%

10%20%30%

40%50%

60%

Verysatisfied

Satisfied Neithersatisfied nordissatisfied

Dissatisfied Verydissatisfied

Libraian

Search Engine


Total Respondents - Satisfaction with information provided by librarian vs. search engine

VerySatisfied

Satisfied NeitherSatisfied

nor Dissatisfied

Dissatisfied VeryDissatisfied

53% 54%

35%35%

9% 5% 3% 4%0%

4%

Q665 and 1050



Canadian Respondents - Satisfaction with information provided by librarian vs. search engine

Q665 and 1050


52%

38%

3% 4% 4%56%

33%

8% 3% 0%

0%

10%20%30%

40%50%

60%

Verysatisfied

Satisfied Neithersatisfied nordissatisfied

Dissatisfied Verydissatisfied

Libraian

Search Engine


Agree Librarian adds value to the search process among U.S. age segments

70%

65%

60%

55%

50%

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%Completely

AgreeAgree Neither Agree

Nor DisagreeDisagree Completely

Disagree

37% 39%

20%

4% 0%

Total U.S.RespondentsU.S. 14-17U.S. 18-24U.S.25-6

Q1070



Agree Librarian adds value to the search process among respondents across all regions

Q1070


0%3%

19%

40%37%

0%

10%

20%

30%

40%

50%

60%

70%

Completelyagree

Agree Neither agreenor disagree

Disagree Completelydisagree

Total Respondents

Australia/ Singapore/ India

Canada

United Kingdom

United States


“Have an online service for selecting reading materials that can be

delivered to my home or that I could pick up at a drive through window

that was convenient and fast. I would agree to return the materials to a convenient drop box location to

save costs.”

43-year-old from the United States

Relevance


Decreased activities due to Internet useamong total respondents

Read thenewspaper

Readbooks

Watch television

Listen to the radio

Visit with friends/family

in person

39%

21%

14%

26%

26%

Relevance – Lifestyle FitRelevance – Lifestyle Fit


Decreased activities due to Internet useamong Canadian respondents

Read thenewspaper

Readbooks

Watch television

Listen to the radio

Visit with friends/family

in person

45%

20%

16%

25%

30%



Decreased activities due to Internet use


Q415

16%

18%

20%

22%

23%

24%

25%

26%

30%

34%

45%

0% 10% 20% 30% 40% 50%

Visit with friends or family in person or by phone

Go to the mall or physical store

Listen to the radio

Purchase music

I don't use any resources less

Fax documents

Read books

Read magazines

Read the newspaper

Use the library

Watch television

CanadianRespondents

Total Respondents


“Lifestyle fit” of information sourcesamong total respondents

0

10%

20%

30%

40%

50%

60%

Library OnlineLibrary

Bookstore

Fits perfectlywithyour lifestyle

Is agood fit foryour lifestyle

Somewhat fits your lifestyle

Does not fityour lifestyle

OnlineBookstore


Q1345


“Lifestyle fit” of information sourcesamong Canadian respondents


Q1345

0%

10%

20%

30%

40%

50%

60%

Searchengines

Library Bookstore Online library Onlinebookstores

Fits perfectly with your lifestyle

Is a good fit for your lifestyle

Somewhat fits your lifestyle

Does not fit your lifestyle


Free vs. FeeWould you trust an electronic information source more if you have to pay for the information compared to a free source?


Q755


What are the implications for

Library Services?

A Report to the OCLC MembershipA Report to the OCLC Membership


In the age of Google, Amazon and Yahoo!, why is library content so difficult and expensive to discover, access and share?


The User Experience with Google, Amazon and Yahoo!

Immediate

Without Walls

Personalized

Participative

All Encompassing (Global)

Self-service

How does this compare to the user experience with library OPACs?


A Web 2.0 World

A digital platform

Reduced friction in workflows

Distributed global, deep collaboration & sourcing

The Web is the information space

Amazoogle defines what is “on-web”

Focus on the lines between services as

opposed to the features of a service

Network workflows emerging to help

manage time spent in network

The library has to be in those workflows

Streamlined logistics and supply chain

Pool uncertainty

Libraries do less on their own

Influenced by social networks


Are Libraries Ready for Web 2.0?

Web 1.0

Search & browse

Collection of content & e-commerce sites

Web as a network

Web 2.0

Feeds, streams, subscriptions & relationships

Web as a vast, global operating system with both human- and computer-mediated applications

No service is the sole focus of user attention

Gather, create, share, re-use, analyze, chunk


Last Generation Library Systems

Libraries have done an admirable job of automating legacy applications

OPACs are wonderful card catalogs

Integrated library systems did not appreciably change workflow practices

For most users, libraries are primarily still places with books and comfortable chairs

- Roy Tennant, California Digital Library


The Look and Feel of Web 2.0 Library Services

A comprehensive discovery experience

Predictable, often immediate fulfillment

Data works hard

Open to other applications

Co-created with users

Lightweight Web services replace complex industry protocols


OCLC’s Response to Web 2.0Web 2.0 Services Library OCLC Response

A comprehensive discovery experience

Fragmented Open WorldCat Group CatalogMassively aggregated metadata

Predictable, often immediate fulfillment

Intermittent Expose services in Open WorldCat“Buy-it” & rapid e-document sharing

Data works hard Passive Collection Analysis FRBR

Open to other applications

Monolithic Service-oriented architecture

Co-created with users

Monolithic WorldCat User-contributed ContentRegistries & Directories

Lightweight Web services

Complex protocols

SRU/SRW (Zing Update)Directory Maintenance


What is Open WorldCat?

A cooperative approach to:

Help libraries mobilize their collective resources

Expose data to search engines

Act as a discovery engine and service router


Current Partners in Open WorldCat


Top 20 Referring SitesApril 2005

1. Yahoo!

2. Google

3. Google Scholar

4. Yahoo! UK & Ireland

5. Google Germany

6. AltaVista

7. Google English

8. Google UK

9. Google France

10. Google Canada

11. Yahoo! Canada

12. Google Brazil

13. Yahoo! Cadê? (Brazil)

14. Starware Toolbar

15. Dogpile

16. Yahoo! Hong Kong

17. Yahoo! Mexico

18. Ask.com

19. Yahoo! Australia & New Zealand

20. Google Indonesia

Over 800 sites send searches to Open WorldCat


Example


In the Web 2.0 World …

Think streams, not documents

Think platforms

Think open

Think people-power

Think services, not products

Think global


Questions & Answers

Thank you!

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