More Analysis Results

Another part of developing accurate portraits of our audiences is determining when they use the library. In conjunction with the two surveys described below we also conducted an hourly assessment of attendance Between November and January. These statistics were taken directly from the counter embedded in the security gate at the entrance to the library atrium. The preliminary results show a modest start to most days, between 60-80 patrons in the first hour, with a gradual rise during during the day, and especially heavy use between two and six p.m. and a gradual downward slope until closing. The probable reasons for the ebb and flow? Plausibly, attendance increases after the St. Vincent De Paul Center conclude its noon time meal service, school is dismissed, and the work day ends. As the evening wears on, some patrons are ensconced at home, others are availing themselves of overnight shelters, and those here to do homework have completed that exercise. Fairly prosaic results, certainly nothing unpredictable, although I would like to conduct assessments during each season to identify any meaningful changes. Also, the characteristics of patronage are helpful in making decisions on a number of matters: when to schedule programs, when to schedule staff in various departments, and when our security officers need to be on site. It is the sort of information, which in combination with patron surveys will allow us to provide exemplary services to our public.

Survey Results

Survey Overview

During late 2008, the library conducted two patron surveys. I thought this might be a good time to share the results of these assessments with you, and describe some of the general conclusions we have drawn. The first survey was conducted on site on weekdays in October and November and consisted of 52 patron interviews equally divided between males and females. The second, completed between November and December was distributed electronically, using the same Constant Contact program employed in disseminating our newsletter. One hundred and ninety-six newsletter recipients responded, of whom almost 70% were female. The results illustrate the range of patrons served by the library, their attitudes towards several aspects of our operation and services, and their overall assessment of our collections and resources. In this abbreviated format, I focus principally on differences in audiences, types and frequency of usage and a few related questions. Although the questions occasionally differed from one survey to another, the general outline and goals remained constant. We wished to know more about patron perceptions of the library, how they viewed and used it, and what strengths and weaknesses they had observed. The results will help inform future decisions on a range of topics from material purchases to programming and marketing, and complements the work being done to implement the results of the board and staff retreat.

The surveys identified two generally distinctive audiences, albeit with some common characteristics: Over 70% are Norwich residents, and similarly high numbers have a library card. Both groups cite borrowing and returning materials as a reason for their patronage. Forty-seven percent of on line respondents referred to borrowing or returning materials as a reason for visiting, while 44% of on site visitors reported similarly. However, from that point the differences manifest themselves. One group, interviewed on site, consists of frequent users who require access to our technology and collections and rely heavily on our public computers. A full 73% of those responding to the on site survey reported using the library at least once a week, and 33% listed computer use as a principal feature of their visit. The second general group, those who responded electronically, is less likely to visit every week (21.1%), and more inclined to visit every 2-3 week, (25.2 %), or every month (17.5%). Generally, this latter group does not need or use the public computers-only 3.6% cited that as a reason for visiting the library- and is principally interested in selecting, ordering, and retrieving materials from the collection or from interlibrary loan. Given the low numbers drawn to the public computers, and their on line responses, it should be no surprise that 95.5% of electronic respondents had a home Internet connection.

Onsite visitors were more often younger, frequent users, without access to other computers, while those responding to the online survey were older, and female. In fact, the respondents to the online survey were overwhelmingly female (69.8%) and in reference to age, were predominantly between the ages of 46-55 (23.4%), and 56-65 (23.9%). In October/November, 15% of the on site respondents were 13-15, 19% 26-35, 15% 36-45, 19% 46-55, and only 8% between 56-65.

Other noteworthy differences also reflect distinctions in library use. Those interviewed in the library were far more likely to refer to use of the Young Adult area (29%), bringing someone to the library (27%), use of the children’s department and programs (21%), and studying or reading (19%). By comparison, percentages for on line respondents were Young Adult (4.1%), bringing someone to the library (6.8%), use of children’s department (5.5%), and studying or reading, (6.4%). While both groups were inclined to return and check out materials during a visit, the on site patrons were more likely to linger and read magazines (19%) than those on line (4.3%). Onsite respondents were also far less likely to use the library’s home page than on line users. Eighty percent of the online patrons said they had visited our home page; only 30% of those on site gave a similar response. The home page contains information on programs, hours, and links to numerous resources. Further analysis might clarify whether the on site users are focused on a particular form of use, have a predetermined agenda for the use of the computers or find the library’s home page deficient in some way.

Reactions to programs and services

Sharp differences also surfaced in the reactions to various elements of the library’s operation. While it is not necessary to enumerate each category of question, there are several which deserve further comment.

As with the general reactions, there were areas of consensus encompassing both types of users. Commenting on the library facilities, electronic and on site respondents both lauded the building. Fifty-two percent of on site respondents were very satisfied with the results of the building program, while 37% were satisfied, and 61% of on line respondents found the facility very much to their satisfaction and 31% expressed satisfaction. The library’s location drew strong general support from on site respondents, with 44% expressing strong satisfaction with the library’s location, and 23% being satisfied. However, among the on line users, 29% gave the site a very satisfactory rating and 33% evinced satisfaction. In contrast to on site users, of whom only 4% expressed dissatisfaction with the location and none responded as very dissatisfied, 7% of on line users found the location dissatisfying, and 11% were very dissatisfied with the downtown site. Additional comments offer some insights regarding the reasons for these less enthusiastic responses. Commentators noted the lack of adequate parking, which is a frequent anecdotal explanation for infrequent use, and expressed a generalized unease with parking and conditions downtown. Interestingly enough no discomfort about use of the library itself surfaced.

Regarding parking, 38% of onsite respondents were either dissatisfied or very dissatisfied with the availability of parking. That is not a comforting statistic, but even less inspiring is the 59% of the electronic respondents who expressed dissatisfaction or strong dissatisfaction. Add to this the presence of a transient population, and the combination has the capacity to foster a generalized sense of discomfort.

In counterpoint to this, there is a sizeable group of residents for whom these factors are not deterrents. Among the follow up investigations worth pursuing is an assessment of how patrons reach the library. How many, for example, use public transportation, how many live within walking distance, how many drive and what impact will the relocation of the transportation center have on visitor traffic. For those patrons who do use the library remotely, and plan their visits to pick up and return materials, what technologies will make electronic access even more attractive and enhance the usefulness of the library. Also, apropos of accessing the library, will more parking actually result in a meaningful growth in patronage, or is the answer more and better electronic access, and/or better public transportation? Regarding the general downtown environment, we must work with city officials to create an ambiance in which appropriate use of the library and environs is courteously but firmly articulated and enforced. We also need to participate in programs that address and alleviate social problems. Ultimately, our goals is to create conditions in which patrons, regardless of circumstances, will find downtown Norwich a safe and comfortable destination and experience.

Making connections, gaining perspective

I was reading a bit further in Michael Kammen's American Culture, American Tastes, when I came across the following passage from Middletown, a study in contemporary American culture, by Robert S. Lynd and Helen Merrell Lynd. The original version appeared in the leading paper of Muncie, Indiana: "The American citizen's first importance to his country is no longer that of citizen but that of consumer. Consumption is a new necessity." It reminded me of President Bush's exhortation to America following the September 11th attacks: "Now, the American people have got to go about their business. We cannot let the terrorists achieve the objective of frightening our nation to the point where we don't -- where we don't conduct business, where people don't shop." [Italics mine]. I offer this juxtaposition of quotes because while they seem contemporaneous, only one dates from the 21st century. The Lynd's quote appeared in 1929. There is plenty of criticism in the media of our consumer culture and its pernicious impact on society. There was a fair amount of criticism leveled at the banality of a major presidential statement, following an horrific act, which implied that shopping was patriotic and an important rebuke to terrorism. We also incline to the belief that somehow this was another indicator of the superficiality of modern society. Yet, here is a quote from 1929 which resonates, and which, shorn of an identifying date could very well have appeared in a contemporary speech or monograph. Or, what of John Dewey's observation from 1930 that the need to buy had become as much an American duty as savings had once been? The point is not to defend the 2001 statement, but to observe the importance of understanding that the mind set it represents is not new, and is not simply the product of conditions or attitudes peculiar to the present. Rather they are the result of incremental changes visible for decades, recognized, analyzed and commented on by trenchant observers . Not surprisingly, all of the materials necessary to make these connections, and develop a cogent case for or against the validity of my statements originated in a public library. The quotes, the books and the individuals cited all come from resources, either electronic and print, accessible at no extra charge. I hope you will join me in using them.

Odds and Ends

A short post today, really just a few observations and a few recommendations. One recent discovery is a site called Slow Leadership. I encourage any of you who are involved in management, aspire to be a manager or work in a supervisory capacity to subscribe. Their ‘credo’ can be summed up in these words from the Buddha:

“Do not believe in anything simply because you have heard it. Do not believe in traditions because they have been handed down for many generations. Do not believe anything because it is spoken and rumored by many. Do not believe in anything because it is written in your religious books. Do not believe in anything merely on the authority of your teachers and elders. But if, after observation and analysis, you find that anything agrees with reason, and is conducive to the good and the benefit of one and all, then accept it and live up to it.”

We have also added several link to the library's home page under the heading "Why Are Libraries Important?" These were mentioned in a Twitter posting last week. I hope to add to and refresh these links on a frequent basis. Ironically, even as the importance of libraries is validated by the increases in patronage, circulation, computer use and diversity of services expected, funding has become problematic for many libraries, including well respected systems such as Philadelphia's. For many of those people hardest hit by the convulsions in the economy and most in need of the resources to address their predicament the library remains an essential resource. I thought that the recent NBC Nightly News segment on libraries made that very clear.

On an unrelated subject, I have been reading Michael Kammen's American Culture, American Tastes: Social Change in the 20th Century. While it is not a book about libraries, there are some interesting references to books and reading, and specifically the popularity of murder mysteries, self-help books, and books about health, during the Second World War. Those are three of the genres most popular among our patrons now. I would guess that these choices might be reactions to stress and uncertainty, the allure of escapism in mysteries, and the search for solutions to large and complex problems in health and self help. It might also help explain the dominance of nonfiction titles over all other material types except video feature films in our circulation figures.

Addressing some survey responses

The library is currently conducting two surveys, one via our electronic newsletter, and a second using the services of an intern from Three Rivers Community College. These endeavors are part of our commitment to providing the best possible service to the community. While both surveys are ongoing, the results of the electronic version reveal some topics which can be addressed now. (I might add that a slightly different version of this letter will appear in the next e-newsletter).

Not surprisingly, parking and security remain two topics eliciting many specific comments. While I will address both once the survey closes, at this juncture let me offer some observations regarding these issues:

Parking is a chronic concern, and references to the paucity of convenient city parking date to the 19th century. In the recent survey it was cited frequently as a deterrent when contemplating use of the library and local businesses. As many of you may know parking is a challenge for both patrons and staff. It costs the library approximately $10,000 a year to provide sufficient parking spaces for the staff, even with the city generously providing several staff spaces free of charge. I will not mention in detail the preemptive actions required of the staff to ensure that these spaces are available on a daily basis.

As for the public, while it offers no panacea, many of you may recall the survey conducted by Rose City Renaissance earlier this year. This lists a number of public parking locations in the general area of the library. Among the most convenient are 26 public spaces available in the Cliff Street Lot, 7 slots by the railroad station, all available for 2 hours at a time, free of charge, and 32 public spaces at the YMCA which are equipped with meters, and available for up to 8 hours at a cost of .25 per hour. One continuing omission is the lack of handicap parking in front of the library. It is our hope, after several discussions, that the city will remedy this situation. A parking map is also available on the library web site, http://www.otislibrarynorwich.org/ . Parking is a matter of concern to us, the business community, and the public. I will use the information gathered in the survey to inform city officials.

Security in the down town area evoked a number of comments from participants. Similar concerns were expressed in our previous surveys. In response to the disquiet reflected in those documents, the library now invests $20,000 annually in security officers who are stationed at the library Monday through Friday between the hours of 2 p.m. and 8 p.m. This is no small sum, and required the shifting of operating funds from materials purchases (books, magazines, audio and videos) and the few other budget lines where expenses are not fixed. In addition, thousands more dollars of capital funds were invested in interior and exterior cameras, and $10,000 will be invested to deter loitering in front of the building. The city police department has shown great responsiveness and cooperation with the library, and I meet regularly with representatives from that department, the city manager, human services, and the business community as part of the Downtown Enhancement Group.

The actions cited above are part of our efforts to provide substantive responses to your concerns. I will continue to advocate for programs that will enhance the use of the library and business area. Thank you for your support and patronage.

What’s a library worth?

Perhaps it is because the economy is sour, it is time to submit our annual operating request to the city, or simply because it is early morning, and that always seems a reflective time of day. Regardless, I want to draw your attention to two items which address the issues of a library’s worth. One, based on a calculator on the Maine State Library web site, offers some sense of what the services offered by a library would cost in the for profit sector. You might quibble with a few of the answers, but overall I think you will find it edifying. Go to our About Otis Page on the library web site, www.otislibrarynorwich.org, and you will see the link at the bottom of the menu.

The second recommendation is a short article on the web site The Consumerist www.consumerist.com entitled “7 Ways Your Public Library Can Help You During Bad Economic Times.” I most enjoyed two of the 7, although all had merit. First, Make new friends. There are plenty of ways and aids which afford sanctuary from humankind-I am thinking of devices that involve headphones among others-but libraries actually encourage interaction, be it in a book group, public program or as a Friend of Otis Library. The other opportunity, Find a new Job is particularly salient given the shudder inducing economic news. It seems like no business wants to see a paper application anymore. The application form, your résumé, everything is channeled via the internet. Otis has the computers, the resources and the learning opportunities to help you navigate through the process, and as important, to help you minimize the tension and frustration involved.
Of course there are innumerable other good reasons to patronize the library, and I encourage you to view them or calculate their value at the locations above.

Surveys and Insights

In the near future we will conduct more patron surveys to gauge the use of our current services, determine what services we may want to add, and to get a better overall picture of the public we serve. There will be one survey done in conjunction with our on line newsletter, and with the help of an intern from Three Rivers Community College we will also actuate an on site survey of patrons. Surveys of both types are extremely valuable aids for better understanding what the public wants in the way of services, and exploring the ways in which the library is used. For example, a recent survey for the Chicago Metropolitan Library System revealed some very interesting pearls of information. Fifty-six percent of patrons spent less than 10 minutes in the library; two-thirds did not know what they wanted before they arrived. Fifteen percent of weekly visitors never borrowed materials from the library. Of those who borrowed materials, 70% checked out books while 51% chose AV materials. Only 12% of patrons viewed library signage, and of those who utilized signage 45% consulted stacks signage (i.e. signs designating the location of books and other materials). I do not know if our results will reflect the same patterns of usage, but the resulting information could be very useful in such functions as allocating financial resources, selecting programs, and identifying confusion points and bottlenecks. As the library evolves these types of information will help us be more responsive to patron needs, and in turn will help engage patrons more effectively.