ONTARIO PUBLIC LIBRARIES STRATEGIC PLAN RESEARCH

1. ONTARIO PUBLIC LIBRARIES STRATEGIC PLAN RESEARCH Ontario Public Libraries Strategic Directions Council February 1, 2001 MARKET PROBE CANADA

2. SDC Survey • The context for change: 1. Attitudes toward the library 2. How the library is used now 3. The changing information environment 4. Demographic factors

3. Research Method • 1007, 10-minute telephone interviews with Ontario residents over the age of 18 • October 23 to October 29, 2000 • Proportionate random sample • Callbacks to households speaking only French • All interviews were completed between October 23 and October 29, 2000 • Instrument designed by Jim Morgenstern of dmA Planning and Management Services, with input from the SDC core management team

4. I. Attitudes Toward the Library • The library's status in society • The library's ability to get funding and support • How much the library will be used

5. Opinion of Future Importance of Public Libraries Q.16 Base: All respondents (1007).

6. Benefit of Public Libraries Relative to Other Tax-supported Services Q.18 Base: All respondents (1007).

7. Multivariate Segmentation • Input: Likelihood ratings for future scenarios • Output: Groups who hold similar attitudes • Use: Understanding of how attitudes, behaviour and demographics interrelate

8. Library User Segments Base: All respondents assigned to segments (720).

9. Ratings of Future Scenarios by Segment Not at All Likely Very Likely The public library will be the only place the average Ontario resident can afford to go for information Seekers Traditionalists Supporters Negators

10. Ratings of Future Scenarios by Segment Not at All Likely Very Likely Seekers Traditionalists Supporters Negators The public library will be the only place the average Ontario resident can afford to go for information Libraries will be open longer hours

11. Two Attitudinal Dimensions

12. Opinion of Future Importance of Public Libraries by Segment Q.16 Base: All respondents (seekers=196, traditionalists=168, supporters=158, Negator=198).

13. Benefit of Public Libraries Relative to Other Tax-supported Services by Segment Q.18 Base: All respondents (seekers=196, traditionalists=168, supporters=158, Negator=198).

14. Two Attitudinal Dimensions

15. Conclusions Attitudes toward the library vary dramatically between groups. Nevertheless, there is a core of strong support for current and expanded library roles.

16. Conclusions To-date, the key role of the library for most residents is lending materials.

17. Conclusions Using the library can be associated with using other information sources like bookstores and the Internet.

18. Conclusions Demographics are cause for concern, with younger residents growing up with a fundamentally different relation to the library.

19. Library User Segments The segmentation gives us a framework in which residents’ attitudes vary on two dimensions: • Library as public institution offering equal access or as a competitor in an information marketplace • Library as changing proactively to meet users’ needs or as preserving the status quo

20. Library User Segments This framework provides two broad strategies for girding public support for the library: • Its social relevance can be increased by identifying disadvantaged groups who rely on it. • Its personal relevance can be increased by meeting users’ needs.

21. Opportunities and Risks Seekers • Positive toward the library • Heaviest users • At risk if needs not met • Support is critical for the library

22. Opportunities and Risks Negators • Have written-off the library • Minimize the size of this group by making the library useful to them

23. Opportunities and Risks Supporters • Enthusiastic backers • Need to know the library is doing a good job equalizing societal differences • At risk if library perceived ineffectual

24. Opportunities and Risks Traditionalists • Lower expectations • See traditional functions of the library as relevant