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
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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