Tracy Gardner from Simon Inger Consulting presents the results of their 12 month research project, which included a survey of how over 40,000 readers discover scholarly content. The findings are pertinent to publishers and information professionals alike across sectors.
3. http://sic.pub/discover
Survey on Reader Navigation
Mission: Gain a measure of the relative
importance of all of these channels to
inform publishers and information buyers
Survey of Readers following on from 2005,
2008, 2012 studies
Over 40,000 respondents globally
18 months planning, execution, analysis
5. http://sic.pub/discover
Limitations
It’s a survey
Survey was only in English
Survey used invitations from our
supporters – not necessarily completely
representative sample
Due to data privacy/data protection rules,
all those invited to the survey via email will
be quite highly engaged with the supporter
(“opted in”)
6. http://sic.pub/discover
Headlines – lots more in the report
A&Is show decline in search importance, but still
#1 in aggregate in STEM across all sectors
Academic researchers rate library discovery as
high as A&Is (in high-income countries)
Academic researchers rate Google Scholar #1
Over half of article downloads are free versions
– PubMed Central a major factor
ToC alerts in decline
Increased role for social media in discovery
9. http://sic.pub/discover
Wait!
Every publisher tells you that they get way
more referrals from Google than Google
Scholar!
– Analytics typically measure last referrer, and
have not tracked where navigation started
14 November, 2016 9
Google
Google Scholar
Library Link Servers
Publisher’s
Article
52%
48%
48%
12%
40%, or 0.04% for
1000 link servers
40%
20. http://sic.pub/discover
Concluding observations
Many free discovery resources, like
PubMed and Google Scholar, are used
less in poorer countries – awareness?
The changing nature of Google Scholar
will have dramatic impact on free/paid
Librarians aren’t convincing their patrons
about search methodology
14 November, 2016 20
21. Simon Inger Consulting
Thank you
tracy@simoningerconsulting.com
http://sic.pub/discover
@siox14 #howreadersdiscover
Editor's Notes
0:2
TG Introductions to us.
History of this research.
2:4
Journal navigation is more complex than people think
1:5
We do these surveys because no good way of getting data from web logs yet
1:6
Our supporters gave us money to conduct the research, and sent out, between them, over a million invitations to take the survey, plus invitation pop-ups on their web sites
Thank you to each and every one of them. Without a doubt, this survey would not have been possible without them all. They gave us a reach into every corner of the world and every subject area.
1:7
Our report contains an extensive methodology section which will further describe how the calculations were undertaken.
1:8
2:10
In our survey we asked people to rate how important various starting points are to them. This may not equate directly with usage.
Academic search engines, eg Google Scholar, overtaken A&I when looked at in aggregate of all subjects, academic sector, high income countries
2:12
The numbers here are just indicative of how the traffic might divide up
Google Scholar preferences allows individual to redirect GS searches to library link server. Many libraries actively encourage and promote this.
Result is that most analytics packages will show Google as much more important referrer than Google Scholar, and each referring library as a negligible blip.
1:13 Awareness?? Russia, Nigeria
2:15 Librarians aren’t convincing their patrons about search methodology
1:16
2:18 We have a whole lot to say about publisher web sites – TG has strong feelings
Lack of awareness of GS and free search resources leads to use of pub web site in some territories
Brand awareness and trust – publisher marketing
Author marketing also drives this
(Web site investment)
Not just search on a publisher web site – related articles, semantic discovery
2:20 Med/Life vs HSS
A&I = PubMed
Life Sci Med, lower reliance of lib web, and aggregations
Engineers seem to rely on Google/GS and pub web much more
2:22 We have to be a bit careful here. Our survey asked people to say what proportion of their article downloads came from a number of sources. These will have been approximate measures. We have done a lot of work to normalise the data and correct for inconsistencies, but the overall level may be a bit approximate. What is reassuring though is the amazing trend from from high income to low income, and how the proportion changes.
NB, a proportion of the downloads from the publisher may be free too – we haven’t measured this – open access articles, journals, embargoed free access, and of course projects like HINARI
0:22
1:23 And the effect of PMC – only measured in high income in this chart
Also note the relatively small impact of Researchgate and Mendeley on the source of delivery.