user behavior and digital reference: implications for service development jo kibbee unversity of...
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User behavior and digital User behavior and digital reference: implications for service reference: implications for service developmentdevelopment
Jo KibbeeJo KibbeeUnversity of Illinois, USAUnversity of Illinois, [email protected]@uiuc.edu
digital=virtual=electronic=onlidigital=virtual=electronic=onlinene
Digital reference: Information Digital reference: Information service delivered over a computer service delivered over a computer networknetwork– Asynchronous: e-mailAsynchronous: e-mail– Synchronous: chat, instant Synchronous: chat, instant
messaging, etc.messaging, etc.
Why digital reference?Why digital reference?
Library catalogs, databases, collections, Library catalogs, databases, collections, and other resources are onlineand other resources are online
Users increasingly turn to the Internet for Users increasingly turn to the Internet for communication and informationcommunication and information– 73% of American college students use the 73% of American college students use the
Internet more than they use librariesInternet more than they use libraries– 80% of Internet users search it to find 80% of Internet users search it to find
answers to questions answers to questions ((source: Pew Internet Project, 2003)source: Pew Internet Project, 2003)
Who uses digital Who uses digital reference?reference?
88% of libraries typically stipulate 88% of libraries typically stipulate that use is restricted to current that use is restricted to current affiliates or questions relating to affiliates or questions relating to the library’s unique holdings, but…the library’s unique holdings, but…
30-50% of e-mail questions come 30-50% of e-mail questions come from unaffiliated usersfrom unaffiliated users
1010-20-20% of chat users are % of chat users are unaffiliatedunaffiliated
How do users find this How do users find this service?service?
Through host library’s website or Through host library’s website or auxilliary pagesauxilliary pages– 40% main library’s main website40% main library’s main website– 38% auxilliary pages38% auxilliary pages– 18% links from online catalog18% links from online catalog– 4% links from databases4% links from databases
(Ward, 2003)(Ward, 2003)
How do users find this How do users find this service?service?
References from the bibliographic References from the bibliographic utilities or the Internetutilities or the Internet– OCLC/RLIN locationsOCLC/RLIN locations– Search engine indexingSearch engine indexing
Why do users choose Why do users choose digital reference?digital reference? Convenience!Convenience!
– U of IL user survey:U of IL user survey: 50% = quickest way to find info50% = quickest way to find info 16% = library is too far16% = library is too far
– U of IL correspondence comparison:U of IL correspondence comparison: Postal mail correspondence: average Postal mail correspondence: average
125 letters/yr125 letters/yr E-mail correspondence: average 125 E-mail correspondence: average 125
questions every 10 daysquestions every 10 days
Chat or e-mail?Chat or e-mail?
Generational: Younger users prefer Generational: Younger users prefer chatchat
((Pew Internet Project, 2003)Pew Internet Project, 2003)
Technical: Connection speed, software Technical: Connection speed, software reliability and ease of usereliability and ease of use
User’s language abilityUser’s language ability Urgency and type of questionUrgency and type of question User affiliationUser affiliation
What do they ask?What do they ask?
Questions are primarily library Questions are primarily library and research-related rather than and research-related rather than fact-basedfact-based
Strong local componentStrong local component– Database use and troubleshootingDatabase use and troubleshooting– Questions about specific holdings Questions about specific holdings
and resourcesand resources
How do users How do users communicate?communicate?
Brief Brief Little context or cryptic!Little context or cryptic! InformalInformal Prefer anonymityPrefer anonymity CivilCivil
Online Expert ServicesOnline Expert Services
Free or fee-basedFree or fee-based Answer questions, provide Answer questions, provide
research service, give adviceresearch service, give advice Subject focus: “Subject focus: “Ask aAsk a…” expert …” expert
servicesservices Computer-generated: Computer-generated: AskJeevesAskJeeves Human-mediated: Human-mediated: GoogleAnswersGoogleAnswers
Digital reference vs online Digital reference vs online expert servicesexpert services
Online Expert ServicesOnline Expert Services– Staggering usage statisticsStaggering usage statistics– Heavily used for fact-based questionsHeavily used for fact-based questions– Can provide extensive research services Can provide extensive research services
(for a fee)(for a fee)– Can provide personal or professional adviceCan provide personal or professional advice– 70% accuracy and response rate for fact-70% accuracy and response rate for fact-
based questions, but low response rate based questions, but low response rate (59%) for “source” questions about where (59%) for “source” questions about where to find information to find information ((Janes, 2001Janes, 2001))
Digital reference vs Digital reference vs online expert servicesonline expert services
Digital Reference ServiceDigital Reference Service– Occupies a different niche in the Occupies a different niche in the
information landscape from online information landscape from online expert servicesexpert services
– Strength lies in defined constituency, Strength lies in defined constituency, targeted service, and mediation skills targeted service, and mediation skills
– Educational missionEducational mission
Integrating reference into Integrating reference into the digital librarythe digital library
Multiple, prominent linksMultiple, prominent links– Online catalog, databases, digital collectionsOnline catalog, databases, digital collections
Work with database vendors and software Work with database vendors and software developers to facilitate effective co-developers to facilitate effective co-browsingbrowsing
Librarian competenciesLibrarian competencies– Technical troubleshootingTechnical troubleshooting– Distance instructionDistance instruction– Knowledge of digital content, search Knowledge of digital content, search
strategiesstrategies– Appropriate referral to expert online servicesAppropriate referral to expert online services
