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Marie L. Radford, Ph.D. Associate Professor Rutgers, The State University of New Jersey

“I would sort of appreciate a little more understanding:” Engaging Net Gen Students in Virtual Reference. Lynn Silipigni Connaway, Ph.D. Senior Research Scientist OCLC Research. Marie L. Radford, Ph.D. Associate Professor Rutgers, The State University of New Jersey.

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Marie L. Radford, Ph.D. Associate Professor Rutgers, The State University of New Jersey

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  1. “I would sort of appreciate a little more understanding:” Engaging Net Gen Students in Virtual Reference Lynn Silipigni Connaway, Ph.D. Senior Research Scientist OCLC Research Marie L. Radford, Ph.D. Associate Professor Rutgers, The State University of New Jersey

  2. Academic Libraries Today • Vying for information seekers’ attention • Must re-engineer to accommodate users’ workflows and habits

  3. The Net Generation • Born between 1979 and 1994 • Also known as: • Millennials • EchoBoomers • Gen Y • Live in a socially networked environment • Different communication & information-seeking behaviors

  4. Screenagers • Youngest of the Net Generation • Born between 1988 and 1994 • Now 15-21 years old • Affinity for technology • Expect instant access

  5. IMLS funded project to provide insight into the Net Gen’s perceptions of libraries and VRS Four phases: Focus group interviews Analysis of 850 QuestionPoint live chat transcripts Online surveys – 496 Total 175 VRS librarians 184 VRS non-users 137 VRS users Telephone interviews - 283 Total 100 VRS librarians 107 VRS non-users 76 VRS users Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives

  6. Descriptive statistical analysis Demographic Multiple-choice Likert-type Qualitative analysis Open-ended 2 critical incident (CI) questions Online Surveys

  7. Net Gen (N=49) Female (51%, 25) Between 19-28 years old (47%, 23) Caucasian (67%, 33) Adult, 29+ (N=88) Female (68%, 60) Between 36-45 years old (38%, 33) Caucasian (84%, 74) VRS User Demographics (N=137)

  8. Chat Least Intimidating to VRS Users Net Gens (N=49) Adults (N=88)

  9. VRS Users Likely to be Repeat Users Net Gens (N=49) Adults (N=88)

  10. Recommendation Important to VRS UsersNet Gens (N=49) • Used VRS because recommended • Recommended VRS more than adults

  11. What Attracts Users to VRS Users (N=137) Convenience, Convenience, Convenience Available 24/7 Working from home At night or on weekends Immediate answers Lack of cost Efficient Less intimidating interactions

  12. Why Users Don’t Always Choose VRSNet Gens (N=49) Unhelpful answers Non-subject specialists Slow connections Scripted messages Cold environment

  13. What Would Attract Users to VRSNet Gens (N=49) Faster & easier software Personalized interface Reliable co-browsing More service hours Kiosk & cybercafe access Experienced, tech-savvy librarians

  14. VRS Non-user Demographics (N=184) Net Gen (N=122) Female (66%, 81) 19-28 years old (51%, 62) Caucasian (65%, 79) Adult, 29+(N=62) Female (71%, 44) 46-55 years old (31%, 19) Caucasian (87%, 52)

  15. FtF is Preferred by VRS Non-users Net Gens (N=122) Adults (N=62) Adults (81%, 50) Net Gens (71%, 87)

  16. FtF is Preferred by VRS Non-users Net Gens (N=122) “I most enjoy using”

  17. Email is Less Intimidating to VRS Non-users Net Gens (N=122) “I am least intimidated by”

  18. Telephone Reference Never Used by VRS Non-users Net Gens (N=122) Adults (N=62) Net Gens (78%, 95) Adults (60%, 27)

  19. Convenience Is Important to VRS Non-UsersNet Gens (N=87) Adults (N=51) Net Gens (87%, 76) Adults (78%, 40)

  20. Net Gens (95%, 39) Adults (85%, 13) Remote Access is Important to VRS Non-users Net Gens (N=41) Adults (N=13)

  21. Non-users Valued Personal Relationship Adults (43%, 22) Net Gens (24%, 24) Specific Librarian Adults (51%, 26) Net Gens (42%, 36) Interpersonal Communication is Valued by VRS Non-Users Net Gens (N=86) Adults (N=51)

  22. Interpersonal Communication is Valued by VRS Non-Users Net Gens (N=41) Adults (N=14)

  23. Why Non-Users Do Not Choose VRS Net Gens (N=122) Adults (N=62) VR too complicated Adults (53%, 33) Net Gens (35%, 43) Typing skills poor Adults (35%, 22) Net Gens (16%, 19)

  24. Why Non-Users Do Not Choose VRSNet Gens (N=122) Adults (N=62) Believe questions might annoy librarian Net Gens (29%, 32) Adults (16%, 10)

  25. Don’t know it is available Believe librarian couldn’t help Lack of 24/7 service Satisfied w/ other info sources Why Non-Users Do Not Choose VRSNet Gens (N=122)

  26. Why Non-Users Do Not Choose VRS Adults (N=62) • Same as Net-Gen: • Don’t know it is available • Believe librarian couldn’t help • Lack of 24/7 service • Satisfied w/ other info sources • But also: • Lack computer skills • Type slowly • Complexity of chat environment

  27. Relational Theory and Interpersonal Communication • Every message has dual dimensions • -- both content and relational • (Watzlawick, Beavin, & Jackson, 1967)

  28. Critical Incident Technique (CIT) Flanagan (1954) Qualitative technique Focuses on most memorable event/experience Allows categories or themes to emerge rather than be imposed

  29. VRS User Positive CIs Net Gens (N=48) • Successful Experience • Librarian • Accurate answers/info • Quick assistance • Located specific resources • Convenient

  30. VRS User Negative CIs Net Gens (N=30) • Unsuccessful Experience • Librarian • Impeded info delivery or retrieval • Didn’t answer question

  31. VRS Non-user Positive CIsNet Gens (N=108) • Successful Experience • Librarian • Info delivery/retrieval • Answered questions • Located specific resources • Positive attitude (them & task)

  32. VRS Non-user Negative CIsNet Gens (N=74) • Unsuccessful Experience • Librarian • Impeded information delivery or retrieval • Missing resources • Slow providing answers • Negative attitude to task

  33. What We Learned • FtF & VRS Users want • Extended hours of service • Access to electronic information • Interact w/ friendly librarians • Relationships with librarians

  34. What We Can Do • Encourage library use • Creative marketing • Promote full range of options • Reassure young people VRS safe • Build positive relationships whether FtF, phone, or online

  35. What We Can Do • Understand them to serve them better • Enjoy their enthusiasm!

  36. End Notes This is one of the outcomes from the project Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives Funded by IMLS, Rutgers University, & OCLC Online Computer Library Center, Inc. Slides available at project web site:http://www.oclc.org/research/projects/synchronicity/

  37. References • Connaway, L. S., Radford M. L., Dickey, T. J., Williams, J. D., & Confer, P. (2008). Sense-making and synchronicity: Information-seeking behaviors of millennials and baby boomers. Libri, 58(2), 123-135. • Flanagan, J. C. (1954). The critical incident technique. Psychological Bulletin, 5, 327-358. • Prabha, C., Connaway, L. S., Olszewski, L., & Jenkins, L. R. (2007). What is enough? Satisficing information needs. Journal of Documentation, 63(1), 74-89. • Prensky, M. (2001). Digital natives, digital immigrants. On the Horizon, 9(5), 1, 3-6.

  38. References • Radford, M. L., & Connaway, L. S. (2007). “Screenagers” and live chat reference: Living up to the promise. Scan, 26(1), 31-39. • Rushkoff, D. (1996). Playing the future: How kids’ culture can teach us to thrive in an age of chaos. NY: HaperCollins. • Sweeney, R. (2006). Millennial behaviors and demographics. Retrieved March 18, 2009, from http://library1.njit.edu/staff-folders/sweeney/Millennials/Article-Millennial-Behaviors.doc. • Watzlawick, P., Beavin, J. & Jackson, D.D. (1967). Pragmatics of human communication. NY: Norton.

  39. Questions & Comments Lynn Silipigni Connaway connawal@oclc.org

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