Understanding the User

Quick Stats

75% adults use Internet57% have home broadband82% have cell phone

The Mobile Difference

Study by the Pew Internet & American Life Project

39% of adults “motivated by mobility” … increased digital engagement.

61% of adults prefer “stationary” information, media, technology

Motivated by Mobility

5 groups, 39% Increasing

broadband adoption

Positive attitudes about mobile access

Stationary

5 groups, 61% Do not feel the

“pull” of mobility (cell phones, laptops)

Tech remains in periphery

Digital Divide

First Wave: Computer Access Second Wave: High-speed Access Third Wave: Assets, Actions, and

Attitude What do you have? What do you do? How do you feel about it?

Queens Population, All Ages

Division of Services

Juvenile (0-11) Young Adult (12-17) Adult (18-61) Senior (62+)

Is this traditional way of segmenting our population best serving our customers?

What if we thought about customers in a

different way?

Off the Net (14%)

Late ‘60s, sees the library as a place to run into neighbors, chat, find books and read daily newspaper, belongs to monthly book club, reads bestsellers

Resists technology because she doesn’t believe it improves lifestyle

Some interested in taking basic computer and Internet classes, maybe more than once.

Assessment: A-

Tech Indifferent (10%)

Most have cell and about half use computers Come in to use the computers, not so much

for fun and entertainment, but things like job searching, e-mailing, info gathering.

While tech might make them apprehensive and uncomfortable, they seem to accept that this is becoming the state of things now.

Assessment: B+ The library does a fairly good job of meeting the needs of this user, but could also be a force in getting the Tech Indifferent to try new things.

Information Encumbered (10%) 99 percent are Internet users and 75

percent have cell phones, but … They find tech intrusive and feel

overloaded, frustrated. Just discovering Facebook; currently the

fastest growing group on that SNS. Assessment: B- Help filtering info. Introduce them to RSS feeds Reach out through evening classes and

short streamed video. Guide and reassure them. Do not force

tech on them if they are not interested.

Drifting Surfer (14%)

85 percent have cell and broadband E-mail, news reading, looking for health

info. Streaming media if it provided value

(tutorials and information) but it must be easy to access.

Library is a sanctuary. Might come to the library for the “quiet room”

Assessment: B Continue classic services. Offer classes

and tutorials in health info, emerging tech, and gadgets.

A tech zoo: opportunity to explore informally and socially.

Desktop Veteran (13%)

High-speed connection Cell phone = calling Big TV watchers (84% watch daily)

and at least half watch online video Highly able tech-wise, prefers desk

top and land line Over time, will move into mobility

categories Assessment: C+ Poll wants through online survey Make catalog and request system

easier. Like learning new things: provide

them with original content or access to third-party content.

Mobile Newbie (8%)

Cell phone life-changing Always “on”, find cell ban

annoying Use tech to stay in touch with

friends and family Assessment: D Lift cell phone ban Launch extensive campaign for

cell services Hold programs where they can

learn about and play with other gadgets.

As government services move exclusively online, be prepared to offer assistance to this type who spends very little time (if any) online.

Roving Node (9%)

Cell phone and heavy Internet use Too busy to create content Tech = control Teen type: super-achiever Own laptop (60%). Wi-fi important. One-third has SNS profile Target demographic for mobile

services (more than Mobile Newbies) Assessment: C-

Provide more online/mobile services. Ability to do things during “off hours”

and online (chat reference, event sign up) is important.

Media Mover (7%)

87% own digital camera, half text daily 1/6 blogs. Similar number (if not more) of

this type probably Twitters. Wants to be able to share things found

online – books, videos, tutorials, music, anything and everything. (CRSTR)

Another teen type Assessment: F Ask not what you can do for your Media

Mover but what your Media Mover can do for you.

If the library invests in this user, the return will be three-fold. This type can serve as digital ambassador.

Likes occasional break from tech. Library can be sanctuary.

Ambivalent Networker (7%)

Use cell phone to text, play music, Internet

50+ percent on SNS; 25% blog Gamers (54%) Feel obligated to tech,

sometimes intrusive. Assessment: D- Offer mobile services, apps,

increased video and digital content, as well as opportunities to share and create.

1/3 of this group is students. Consider online tutorials that

explain the library’s research offerings.

Digital Collaborator (8%)

Late 30s, married, kids (Dominant teen type) Gadgets galore: mp3 players, digital

+ video cameras. Enthused about tech Assessment: C Opportunities for this type to serve

as a digital ambassador Beta testers for new stuff As the economy declines, might

come for wireless. Special events and story times

appealing Still, offer the DC a digital

environment, one where he can rate, review, create, share, and comment.

Our Website and the User

Site Traffic

How Do I … ? (#10)

For Teens (#12)

For Teens … Or Is It?

The Teen home receives close to half a million hits a year.

After “landing” most visitors never click again.

How well do we serve teens?

Core Values

Values remain unchanged

More ways to do things

Changing PIN

On-site (staff or kiosk): 55%

Off-site (cell, online, app): 45%

The Kiosk

Apply for card Change PIN Check account Browse and request Print government

forms Print item “grocery”

list with CALL #* Pay fees with credit

card

Beyond Traditional Outreach

Monthly calendar Community organizations and

schools Media

QL Facebook Page

QL Twitter

QL Blogs

(Shhhhhhhhhhhhhhh! There are no QL Blogs. Some community libraries do maintain them, though.)

Stakeholder Wish List

Embedded media Tagging and Taxonomies Community Data and stats CRSTR (Comment, Rate, Share, Tag,

RSS) eCommerce

Embedded Media

Video Sound (music

snippet, podcast) Images Slideshows with or

without audio Content from other

sites (news, book trailers, etc)

Tagging and Taxonomies

Vs

Data and Stats

eCommerce

CRSTR: Comment, Rate

CRSTR: Share

CRSTR: Tag

CRSTR: RSS

Give users ability to RSS anything: tags, writers, events, reviews, blogs