TOC 2012: Barbara A Genco, "Public Library Power Patrons Are Your Best Customers"

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Understanding the
Behaviors and Preferences
of U.S. Public Library Users

PRESENTED BY

Barbara A. Genco
Manager, Special Projects
Library Journal

Size of U.S. Public Library Market
• 9,046 U.S. public libraries*
• 16,698 public library buildings*
• 169 million public library users
(69% of U.S. population)**
• 2011 Book expenditures = $983 million***
• 82% currently offer ebooks****
• 2011 Ebook expenditures = $72 million****

* American Library Association http://bit.ly/trBXAJ
** Bill & Melinda Gates Foundation US Impact Public Library Study http://bit.ly/xJulW4
*** Library Journal Annual Book Buying Survey conducted in December, 2011
**** Library Journal Survey of Ebook Penetration & Use in U.S. Public Libraries, 2011

Patron Profiles
Brought to you by:

Sponsored by:

About Patron Profiles

• National trending survey of library consumers

• PubTrack Consumer Panel

• Powered by MarketTools

• 2,000+ library users per fielding
• Quarterly online research reports, each with unique focus

Meet the Power Patron
Customers who visit the library at least weekly

Meet the Power Patron
Customers who visit the library at least weekly

61% female

Source = Patron Profiles 2011

Meet the Power Patron
Customers who visit the library at least weekly

61% female
Average age = 48

Source = Patron Profiles 2011

Meet the Power Patron
Customers who visit the library at least weekly

61% female
Average age = 48
Average income = $61K

Source = Patron Profiles 2011

Meet the Power Patron
Customers who visit the library at least weekly

61% female
Average age = 48
Average income = $61K
62% with a college degree or higher

Source = Patron Profiles 2011

What They Do at the Library
Power
All users
Patrons
Borrow books & media 46% 65%

Browse shelves for books & media 37% 59%

Search online catalog for books & media 23% 40%

Place holds on print books & media 23% 43%

Source = Patron Profiles 2012

Clear Link Between
Borrowing & Buying
Use the library to discover new writers
or try out new genres

Purchased specific book previously
borrowed from the library

Purchased books by an author whose
works were previously borrowed
from the library

All Users Power Patrons
Source = Patron Profiles 2012

Library Patrons=Book Buyers

Annual Book Consumption
Books Read 26.7
Books Purchased 10.6
Books Borrowed from Library 17.3

Means. Base = all library users. Source = Patron Profiles 2011.

What formats do
library patrons use
to read books?
What about Ebooks?

Patrons Consume Across Formats
94%

17%

6%
3%

Print Book Ebook Audiobook Audiobook
on CD (digital download)

Base = all library users. Source = Patron Profiles 2012.

Patrons Consume Across Formats
94% Do you read across
multiple formats?

Yes
34%

No
66%

17%

6%
3%

Print Book Ebook Audiobook Audiobook
on CD (digital download)

Base = all library users. Source = Patron Profiles 2012.

Ebook Users Read More
All Ebook
users Users
# books read per year 27 30

Source = Patron Profiles 2011

Borrowing Influences Book
Purchasing Behavior
18%
Use the library to discover
new writers or try out new genres 35%
23%

25%
Purchased specific book previously
borrowed from the library 37%
32%

Purchased books by an author 52%
whose works were previously 61%
borrowed from the library 67%

All Users Power Patrons Ebook Users
Source = Patron Profiles 2012.

The Untapped Ebook Market
In 2011, public libraries carried
an average of 4,000 ebooks.

Source: LJ survey of Ebook Penetration & Use in U.S. Public Libraries, 2011

Patrons Want More
Ebook
All users users
Would like more ebooks available at 34% 75%
their public library

Source: Patron Profiles 2011

Takeaways
• Library channel has money to spend

Takeaways
• Library channel has money to spend
• Libraries = Ubiquitous delivery system

Takeaways
• Library channel has money to spend
• Libraries = Ubiquitous delivery system
• Discovery Zone for readers

Takeaways
• Library channel has money to spend
• Libraries = Ubiquitous delivery system
• Discovery Zone for readers
• Proven marketing engine

Takeaways
• Library channel has money to spend
• Libraries = Ubiquitous delivery system
• Discovery zone for readers
• Proven marketing engine
• Win-win-win

PRESENTED BY
Barbara A. Genco
Manager, Special Projects
Library Journal
bgenco@mediasourceinc.com

For more info visit:
www.patronprofiles.com/TOC2012

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TOC 2012: Barbara A Genco, "Public Library Power Patrons Are Your Best Customers"

1. Understanding the Behaviors and Preferences of U.S. Public Library Users PRESENTED BY Barbara A. Genco Manager, Special Projects Library Journal

2. Size of U.S. Public Library Market • 9,046 U.S. public libraries* • 16,698 public library buildings* • 169 million public library users (69% of U.S. population)** • 2011 Book expenditures = $983 million*** • 82% currently offer ebooks**** • 2011 Ebook expenditures = $72 million**** * American Library Association http://bit.ly/trBXAJ ** Bill & Melinda Gates Foundation US Impact Public Library Study http://bit.ly/xJulW4 *** Library Journal Annual Book Buying Survey conducted in December, 2011 **** Library Journal Survey of Ebook Penetration & Use in U.S. Public Libraries, 2011

3. Patron Profiles Brought to you by: Sponsored by:

4. About Patron Profiles • National trending survey of library consumers • PubTrack Consumer Panel • Powered by MarketTools • 2,000+ library users per fielding • Quarterly online research reports, each with unique focus

5. Meet the Power Patron Customers who visit the library at least weekly

6. Meet the Power Patron Customers who visit the library at least weekly 61% female Source = Patron Profiles 2011

7. Meet the Power Patron Customers who visit the library at least weekly 61% female Average age = 48 Source = Patron Profiles 2011

8. Meet the Power Patron Customers who visit the library at least weekly 61% female Average age = 48 Average income = $61K Source = Patron Profiles 2011

9. Meet the Power Patron Customers who visit the library at least weekly 61% female Average age = 48 Average income = $61K 62% with a college degree or higher Source = Patron Profiles 2011

10. Meet the Power Patron Customers who visit the library at least weekly 61% female Average age = 48 Average income = $61K 62% with a college degree or higher 39% with kids under 18 Source = Patron Profiles 2011

11. What They Do at the Library Power All users Patrons Borrow books & media 46% 65% Browse shelves for books & media 37% 59% Search online catalog for books & media 23% 40% Place holds on print books & media 23% 43% Source = Patron Profiles 2012

12. What They Do at the Library Power All users Patrons Borrow books & media 46% 65% Browse shelves for books & media 37% 59% Search online catalog for books & media 23% 40% Place holds on print books & media 23% 43% Source = Patron Profiles 2012

13. Clear Link Between Borrowing & Buying Use the library to discover new writers or try out new genres Purchased specific book previously borrowed from the library Purchased books by an author whose works were previously borrowed from the library All Users Power Patrons Source = Patron Profiles 2012

14. Library Patrons=Book Buyers Annual Book Consumption Books Read 26.7 Books Purchased 10.6 Books Borrowed from Library 17.3 Means. Base = all library users. Source = Patron Profiles 2011.

15. What formats do library patrons use to read books? What about Ebooks?

16. Patrons Consume Across Formats 94% 17% 6% 3% Print Book Ebook Audiobook Audiobook on CD (digital download) Base = all library users. Source = Patron Profiles 2012.

17. Patrons Consume Across Formats 94% Do you read across multiple formats? Yes 34% No 66% 17% 6% 3% Print Book Ebook Audiobook Audiobook on CD (digital download) Base = all library users. Source = Patron Profiles 2012.

18. Ebook Users Read More All Ebook users Users # books read per year 27 30 Source = Patron Profiles 2011

19. Borrowing Influences Book Purchasing Behavior 18% Use the library to discover new writers or try out new genres 35% 23% 25% Purchased specific book previously borrowed from the library 37% 32% Purchased books by an author 52% whose works were previously 61% borrowed from the library 67% All Users Power Patrons Ebook Users Source = Patron Profiles 2012.

20. The Untapped Ebook Market In 2011, public libraries carried an average of 4,000 ebooks. Source: LJ survey of Ebook Penetration & Use in U.S. Public Libraries, 2011

21. Patrons Want More Ebook All users users Would like more ebooks available at 34% 75% their public library Source: Patron Profiles 2011

22. The Fiction of Friction

23. Takeaways • Library channel has money to spend

24. Takeaways • Library channel has money to spend • Libraries = Ubiquitous delivery system

25. Takeaways • Library channel has money to spend • Libraries = Ubiquitous delivery system • Discovery Zone for readers

26. Takeaways • Library channel has money to spend • Libraries = Ubiquitous delivery system • Discovery Zone for readers • Proven marketing engine

27. Takeaways • Library channel has money to spend • Libraries = Ubiquitous delivery system • Discovery zone for readers • Proven marketing engine • Win-win-win

28. PRESENTED BY Barbara A. Genco Manager, Special Projects Library Journal bgenco@mediasourceinc.com For more info visit: www.patronprofiles.com/TOC2012

TOC 2012: Barbara A Genco, "Public Library Power Patrons Are Your Best Customers"

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TOC 2012: Barbara A Genco, "Public Library Power Patrons Are Your Best Customers"