Serving Teens and Young Adults in 2011

Stephen Abram, MLSiSchool University of Toronto

Jan. 12, 2011

Me

Welcome

Questions for Today:

1. Is this the end of Libraries as we know them?2. Is this change in learning permanent?3. Where is all this change taking us?4. Do people still value the book? 5. What’s next?6. What is the role for librarians with young

people?

So, what exactly is changing?

BooksMediaMobilityCollectionsLibraries

In a word:Everything connected to your world!

News Flash #1

Librarians play a vital role in building the critical connections between

information , knowledge and learning.

The Elephant in the Room

Very Big Secret

Change can happen very fast

6 Things have Changed . . A LOT!

1. Learners, Students, Scholars, Researchers, Teachers, Professors, Cardholders, Users, Members, Patrons, Clients, Customers

2. Books3. Media4. Mobility5. Collections6. Libraries

The History of Unintended

Consequences & Unpredictability

“Choose . . .

To be a victim and feel these changes are fated and blame stormOR

Create the future we need and take collective responsibility for the conversation and development.”

Find Reasons not Excuses.

As technology advances

Emboldened Librarians hold the key

GOOG

News Flash “The Internet and technology have now

progressed to their infancy”

My son: Zachary

News Flash

News Flash

Shift Happens

E-Learning

E-Learning

People

What We Never Really Knew Before

27% of our users are under 18. 59% are female.

29% are college students. 5% are professors and 6% are teachers.

On any given day, 35% of our users are there for the very first time!

Only 29% found the databases via the library website. 59% found what they were looking for on their first

search. 72% trusted our content more than what they found

on Google. But, 81% still use Google.

We often believe a lot

that isn’t true.

People are Changing

Demographic– Millennial, Boomer, Seniors Increased educational attainment & engagement eBooks outsell hard cover books, and will outsell

paperbacks soon (2011) Some libraries are crediting most cardholder

growth to e-book accessibility Personal device proliferation Some sectors are very tech-dominated (farming,

cattle, trucking, natural resources…)

People Have Changed

Twitter & Facebook are dominated by the middle aged

Gaming too. . . Mothers in their 30’s Social networks fastest growing populations

are seniors and will be more international and less urban and English.

eBooks usage is largely middle-aged. Mobile data usage is growing beyond youth

very quickly, workplace use is huge

Have Students Changed

?

http://www.flickr.com/photos/wrichard/3743686850/

NextGen Differences

Increase in IQ - 15-25 Points Brain & Developmental Changes Eye Movement Changes Massive Behavioural Changes Major Decline in Crime Rates – 65%+ But still a 70% behavior overlap with

Boomers (see Boomers & Beyond)

Discovery & Ideas

Has the future changed?Has our future changed?

COWS, etc.

The Future Discovered

• Stem Cells• fMRI and The Brain• Cloning• Trucking and GPS• Wind and other energy• Nanotechnology• Robotics• Massive Book Digitization• Music• Translation• Streaming Media• Seed Bank

A 1965 iPhone

Can libraries keep up with change?

Can you recall buying a 45? Can you recall dials on TVs? Can you recall dialling?

Books

What does all this mean?

The Article level universe The Chapter and Paragraph Universe Integrated with Visuals – graphics and charts Integrated with ‘video’ Integrated with Sound and Speech Integrated with social web Integrated with interaction and not just

interactivity How would you enhance a book?

http://cache.gawker.com/assets/images/4/2010/02/walee.jpg

Borders Kobo, B&N Nook, Amazon Kindle, Apple iPad, Sony, etc. . . .

http://www.flickr.com/photos/jblyberg/4506047012/

http://4.bp.blogspot.com/_1yC8pclUjHU/S-ciKp5gJFI/AAAAAAAAEwY/EzCGa3RNTPU/s1600/InPreparationFor+Landing.gif

Mobility

Broadband

You must clearly understand the latest US FCC Whitespace Broadband Decision – THIS IS TRANSFORMATIONAL and going global

Local wired, mobile access ‘everywhere’ to the home and workplace

Geo-awareness: GIS, GPS, GEO-IP, etc. Wireless as a business strategy (Starbucks) Mobile dominates Largest generation

http://www.all-media.info/external-page.php?url=http://proposals.nextnature.net

http://cache.gawkerassets.com/assets/images/4/2010/02/4g-speed.jpg

Emerging Tech that Drives Users to the Library

1. Encyclopedia.com2. HighBeam & Questia3. WorldCat & Google4. AccessMyLibrary iPhone App for

public, school and higher ed – iPhone, iPad, iTouch and Droid!

5. Geo-IP features and measures6. Watch for more . . .

Trans-Literacy: Move beyond reading & PC skills

Reading literacy Numeracy Critical literacy Social literacy Computer literacy Web literacy Content literacy Written literacy

News literacy Technology literacy Information literacy Media literacy Adaptive literacy Research literacy Academic literacy Reputation, Etc.

Can we frame the e-book issue so that it can be addressed rationally?

MindMap: What is a book?

1. Reading2. Learning3. Pedagogy4. Scaffolds5. Research6. Exploration7. Reference8. Engagement9. Enjoyment10.Evaluation

Reading

MindMap: What is a book?

1. Reading2. Learning3. Pedagogy4. Research5. Exploration6. Reference7. Engagement8. Enjoyment9. Evaluation

Books

Fiction

Non-Fiction

Encyclopedia

Reference

Directories

Dictionaries

Textbooks

Steal This Idea

What are thegood and badthings about

e-books?

The Baker’s Dozen

1. Health and Wellness / Community Health / Nutrition / Diet / Recovery 2. DIY Do It Yourself Activities and Car Repair 3. Genealogy 4. Test prep (SAT, ACT, occupational tests, etc. etc.) 5. Legal Questions (including family law, divorce, adoption, etc) 6. Hobbies, Games and Gardening 7. Local History 8. Consumer reviews (Choosing a car, appliance, etc.) 9. Homework Help (grade school) 10. Technology Skills (software, hardware, web) 11. Government Programs, Services and Taxation 12. Self-help/personal development 13. Careers (jobs, counselling, etc.)

Library Goals

Be the BeeOr be the Hive

Care

Strategic Thinking for Libraries

1. Choosing a Future2. Setting Phased Priorities3. Making Choices4. Taking Action5. Doing the Next Step6. Adjusting Tactics with Experience7. Seeking Feedback and Adjusting8. Measuring Progress

Choosing Top Priorities Suppose that in three years: Majority of library use will be virtual – yes even rural! Majority of Non-fiction Book circulation will be e-

books and Fiction will split 50/50 – digital/print All learning will be blended and continuous DVD is circulation is dead and most other [physical

formats in decline. Majority of questions will be virtual Use will be 20 / 40 / 40 (in house, virtual, mobile) Every user will be socially networked, connected and

engaged

What do we need to know?

What are we going

to do next?

Be More Open to the Users’ Paths - Filtering

What do we need to know?

How do library databases and virtual services compare with other web experiences?

Who are our core virtual users? Are there gaps? Does learning happen? What are user expectations for true satisfaction? How does library search compare to consumer

search like Google and retail or government? How do people find and connect with library virtual

services? Are end users being successful in their POV? Are they happy? Will they come back? Tell a friend?

Serve Everyone!

The power of libraries

Stephen Abram, MLS, FSLAVP strategic partnerships and markets

Cengage Learning (Gale)Cel: 416-669-4855

stephen.abram@cengage.comStephen’s Lighthouse Blog

http://stephenslighthouse.comFacebook: Stephen Abram

LinkedIn / Plaxo: Stephen AbramTwitter: sabram

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