I can get everything that I can get

“I can get everything that I can get at a library and more online, and I don't have to go anywhere. ” Expectations of the Screenager Generation Presented by Lynn Silipigni Connaway, Ph. D. Senior Research Scientist OCLC Research New York Public Library December 10, 2008

Libraries • Provide systems and services to meet the information needs of differing groups 2 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Largest Demographic Groups • Baby boomers (1945 -1964) • Cohort #1 (Born 1946 – 1954) • Cohort #2 (Born 1955 – 1964) • Millennials (1979 – 1994) • Screenagers (Born 1988 1994) 3 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Who Are The Millennials? • Net. Gens/Echo. Boomers/ Gen Y • Born 1979 - 1994 • 75 – 80 Million • Generational divide • 13 -28 year olds • By 2010 will outnumber Baby Boomers 4 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Screenagers • Youngest members of “Millennial Generation” • Term coined in 1996 by Rushkoff • Used here for 12 -18 year olds • Affinity for electronic communication • Collaborative 5 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennials: Did Not Use the Library • “The library is a good source if you have several months. ” • “Hard to find things in library catalog. ” • “Tried [physical] library but had to revert to online library resources. ” • “Yeah, I don't step in the library anymore… better to read a 25 -page article from JSTOR than 250 -page book. ” • “Sometimes content can be sacrificed format. ” 6 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Their Information Perspectives • Information is information • Media formats don’t matter • Visual learners • Process immediately • Different research skills • Multi-task 7 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

How They Meet Information Needs • The Internet • Google • Wikipedia • Amazon. com • Personal libraries 8 New York Public Library - December 10, 2008 Expectations of the Screenager Generation

How They Meet Information Needs • People • Family members • Friends • Teachers/Professors 9 New York Public Library - December 10, 2008 Expectations of the Screenager Generation

What Attracts Them to Resources • Convenience, convenience, convenience • Available 24/7 • Working from home • At night or on weekends • Immediate answers • Lack of cost • Efficient 10 New York Public Library - December 10, 2008 Expectations of the Screenager Generation

What Attracts Them to Resources • Independence • Prefer to do own search • Use the Internet • No librarian necessary • Privacy 11 New York Public Library - December 10, 2008 Expectations of the Screenager Generation

Why They Do Not Use Libraries Do not know… • Service availability • Librarian can help • 24/7 availability Satisfied with other information sources Intimidated by library and librarian • Too difficult to use • Takes too long • Stereotypes 12 New York Public Library - December 10, 2008 Expectations of the Screenager Generation

Why They DO Use Libraries • Databases • EBSCO • Lexis-Nexis • JSTOR • Online journals and abstracts • BUT … 13 New York Public Library - December 10, 2008 Expectations of the Screenager Generation

• Do not know these resources are provided by the library 14 New York Public Library - December 10, 2008 Expectations of the Screenager Generation

Ideal Information Systems & Services • “Make library catalogs more like search engines. . . ” • “Make a universal library card that would work in all libraries. ” • “Space in the library to interact and collaborate - group study areas and areas to spread stuff out. ” • “Make the library like a coffee house. ” 15 New York Public Library - December 10, 2008 Expectations of the Screenager Generation

Interpersonal Communication Analysis: Results • Relational Facilitators • Interpersonal aspects of the chat conversation that have a positive impact on the librarianclient interaction and that enhance communication. • Relational Barriers • Interpersonal aspects of the chat conversation that have a negative impact on the librarianclient interaction and that impede communication. 17 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Facilitators – Differences Screenagers (n=146) vs. Others (n=235) • Screenagers demonstrated these behaviors less often than Adults • On average (per transcript): • Thanks • Self Disclosure • Closing Ritual • On average (per occurrence): • Seeking reassurance • Polite expressions 18 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Facilitators – Differences Screenagers (n=146) vs. Others (n=235) • Lower averages (per transcript) • Thanks 51% (75) vs. 68% (159) • Self Disclosure 42% (61) vs. 49% (116) • Closing Ritual 32% (47) vs. 45% (106) • Lower averages (per occurrence) • Seeking reassurance 62% (91) vs. 59% (139) • Polite expressions 34% (49) vs. 28% (66) 19 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Facilitators – Differences Screenagers (n=146) vs. Others (n=235) • Screenagers demonstrated these behaviors less often than Adults • On Average (per occurrence) • Agree to suggestion • Admit lack knowledge • Lower case • Screenagers demonstrated these behaviors more often than Adults • On average (per occurrence) • Interjections/Hedges • Slang 20 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Barriers – Differences Screenagers (n=146) vs. Others (n=235) • Screenagers demonstrated these behaviors more often than Adults • On average (per transcript) • • • Abrupt Endings Disconfirming Impatience Rude or Insulting Inappropriate language Goofing around 21 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Critical Incident Technique (Flanagan, 1954) • Qualitative technique • Focuses on most memorable event/experience of participants • Allows categories or themes to emerge NOT imposed 22 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Users: Positive Results (CI N=48) Number % • Primarily Content • Both Relational & Content • Primarily Relational 24 33 69% 13 27% 2 4% New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Users: Positive Results (CI N=48) Content Themes* Number % • Providing information 36 75% • Convenience/multitasking/time saving/ money saving • Providing instruction 14 29% 5 10% *The percentages do not total to 100% because each CI can be coded into more than one theme 25 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Users: Positive Results (CI N=48) Relational Themes* Number % • Attitude 10 21% • Relationship quality 8 17% *The percentages do not total to 100% because each CI can be coded into more than one theme 26 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Users: Negative Results (CI N=30) Number % • Primarily Content 23 77% • Primarily Relational 6 20% • Both Relational & 1 3% Content 27 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Users: Negative Results (CI N=30) Content Themes* Number % • Information 21 70% • Lack of knowledge 5 17% *The percentages do not total to 100% because each CI can be coded into more than one theme 28 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Users: Negative Results (CI N=30) Relational Themes* Number % • Relationship quality 6 20% • Attitude 5 17% *The percentages do not total to 100% because each CI can be coded into more than one theme 29 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Non-users: Positive Results (CI N=108) Number % • Primarily Content • Both Relational & Content • Primarily Relational 30 54 50% 33 31% 21 19% New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Non-users: Positive Results (CI N=108) Content Themes* Number % • Providing information 54 50% • Providing instruction 24 22% • Convenience/multitasking/time saving/ money saving • Demonstrating knowledge 15 13% 12 11% *The percentages do not total to 100% because each CI can be coded into more than one theme 31 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Non-users: Positive Results (CI N=108) Relational Themes* Number % • Attitude 39 36% • Impact of Ft. F assisting relationship development 20 18% • Relationship quality 20 18% • Impact of phone/Email assisting information seeking process 3 3% • Approachability 3 3% *The percentages do not total to 100% because each CI can be coded into more than one theme 32 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Non-users: Negative Results (CI N=74) Number % • Primarily Content • Primarily Relational • Both Relational & Content 33 35 47% 27 37% 12 16% New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Non-users: Negative Results (CI N=74) Content Themes* Number % • Information 47 64% • Lack of knowledge 17 23% • Instruction 5 7% 3 4% • Task unreasonable *The percentages do not total to 100% because each CI can be coded into more than one theme 34 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Millennial VRS Non-users: Negative Results (CI N=74) Relational Themes* Number % • Attitude 36 49% • Relationship quality 20 27% • Approachability 3 4% • Impact of technology 2 3% *The percentages do not total to 100% because each CI can be coded into more than one theme 35 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

What We Learned • The image of libraries is… • BOOKS • People do not think of the library as an important source of electronic information! 36 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

What We Learned • Books aren’t convenient to retrieve from the library • Libraries are QUIET • For studying 37 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

What We Learned Traditional Library Environment Millennial Preferences Logical, linear learning Multi-tasking Largely text based Visual, audio, multi-media Learn from the expert Figure it out for myself Requires patience Want it now Metasearch Full text Complexity Simplicity 38 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

What We Learned • Libraries are trusted sources of information • Search engines are trusted about the same • Screenagers • Lack patience to wade through content silos and indexing and abstracting databases • Like convenience and speed • Do not view paid information as more accurate than free information 39 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

What We Learned • Communication critically important! • Difficult process • Generational differences add to complexity! • Need user education for more realistic expectations 40 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Yes, libraries! A library experience like the experience available on the web 41 New York Public Library - December 10, 2008 Expectations of the Screenager Generation

Implications for Library Services • Libraries should be “…providing patrons with what they want when and how they want it, and providing patrons with the means to uncover what they want when they aren’t sure what exactly that may be. ” • Good search and discovery tools • Recommender Services • Reviews • Social Networking • IM • Text Messaging • Better meta-discovery tools than currently offered by federated technology • (Pace, 2006) 42 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

What We Can Do • Encourage & entice them to use libraries • Creative marketing • Promote full range of services and systems • Build positive relationships • Regardless of format • Face-to-Face • Phone • Online 43 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

What We Can Do Understand them to better serve their information needs 44 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Additional Resources • Boomer Nation: The Largest and Richest Generation Ever and how it Changed America, S. Gillon. New York: Free Press, 2004. • College Student Perceptions of Libraries and Information Resources, OCLC, Dublin: OH, 2005. http: //www. oclc. org/reports/perceptionscollege. htm • Generations: The History of America’s Future, 1584 -2069, N. Strauss & W. Howe. New York: Morrow, 1991. • Generations at Work, S. Luck, 2006. http: //dps. dgs. virginia. gov/Forum 2006/Presentations/S 201%2 0 PPSluck%20 Generations. ppt • The Google Generation: The Information Behaviour of the Researcher of the Future, I. Rowlands, et al. , 2008. Aslib Proceedings, 60(4), 290 -310. http: //www. emeraldinsight. com/10. 1108/00012530810887953 45 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Additional Resources • Growing Up Digital, D. Tapscott. www. growingupdigital. com • HS senior explains why she doesn’t use the school library, D. L. Whelan. School Library Journal (October 30, 2007) http: //www. schoollibraryjournal. com/article/CA 6495685. html • I hear the train a comin’, A. Pace. Presentation at the Charleston Conference. Charleston, SC, Nov. 1, 2006. • Millennial Behaviors and Demographics, R. Sweeney, 2006. http: //library 1. njit. edu/stafffolders/sweeney/Millennials/Article-Millennial-Behaviors. doc • Millennial Net Values: Disconnects between Libraries and the Information Age Mindset, R. Mc. Donald & C. Thomas, 2005. http: //dscholarship. lib. fsu. edu/general/4/ • Millennials Rising: The Next Great Generation, W. Howe & N. Strauss. New York: Random House, 2000. 46 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Additional Resources • Mountains, Valleys, and Pathways: Serials Users’ Needs and Steps to Meet Them. Part I: Identifying Serials Users’ Needs: Preliminary Analysis of Focus Group and Semi-structured Interviews at Colleges and Universities, L. S. Connaway, Serials Librarian, 52(1/2), 223 -236, 2007. • Net Generation Students and Libraries, J. Lippincott. In Educating the Net Generation, Educase, 2005. http: //net. educause. edu/ir/library/pdf/pub 7101 m. pdf • Perceptions of Libraries and Information Resources, OCLC Dublin: OH, 2005. http: //www. oclc. org/reports/2005 perceptions. htm • Playing the Future: How Kids’ Culture Can Teach Us to Thrive in an Age of Chaos, D. Rushkoff. New York: Harper. Collins, 1996. 47 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Additional Resources • Sense-making the Information Confluence: The Hows and the Whys of College and University User Satisficing of Information Needs, Brenda Dervin, Ohio State University, Principal Investigator; Lynn Silipigni Connaway and Chandra Prabha, Co -Investigators. Institute for Museums and Library Services Research Grant, 2003 -2005. http: //www. oclc. org/research/projects/imls/default. htm • “Screenagers” and Live Chat Reference: Living Up to the Promise, M. L. Radford & L. S. Connaway. Scan, 26(6), 31 -39. February, 2007. www. oclc. org/research/publications/archive/2007/connawayscan. pdf • Studying Students: The Undergraduate Research Project at the University of Rochester, N. Foster & S. Gibbons, Chicago: Association of College and Research Libraries, 2007. • Youth Health and Wellness: Core Issues and Views on Existing Resources, Ypulse, ISIS, Inc. , & Youth. Noise, 2008. www. isisinc. org/in-print/Youth_Health_and_Wellness_Report_2008. php 48 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

End Notes • This presentation is one of the outcomes from the project “Seeking Synchronicity: Evaluating Virtual Reference Services from User, Non-User, & Librarian Perspectives, ” Marie L. Radford & Lynn Silipigni Connaway, Co-Principal Investigators. Funded by IMLS, Rutgers University and OCLC, Online Computer Library Center, Inc. Project website: http: //www. oclc. org/research/projects/synchronicity/ • This presentation is one of the outcomes from the project “Sense-Making the Information Confluence: The Whys and Hows of College and University User Satisficing of Information Needs. " Funded by the Institute of Museum and Library Services, Ohio State University, and OCLC Online Computer Library Center, Inc. , the project is being implemented by Brenda Dervin (Professor of Communication and Joan N. Huber Fellow of Social & Behavioral Science, Ohio State University) as Principal Investigator; and Lynn Silipigni Connaway (OCLC Consulting Research Scientist III) and Chandra Prahba (OCLC Senior Research Scientist), as Co-Investigators. More information can be obtained at: http: //imlsosuoclcproject. jcomm. ohio-state. edu/ 49 New York Public Library – December 10, 2008 Expectations of the Screenager Generation

Questions & Comments Lynn Silipigni Connaway connawal@oclc. org