Research base for the vision

Vision

The vision in the Love Libraries 2006 project puts reading at the heart of a modernised library role. It describes a lively, interactive service with the potential to make libraries the reading destination in every community. It’s a vision that embraces but goes beyond libraries’ traditional book lending role, and aims for positive outcomes for everyone in local communities.

Recent management data from the national reading programmes show how the modernised reading service is changing – offers beyond book lending are nearly universal. The core service in most places now includes reading groups, the summer reading challenge, BookStart and provision for emergent readers.

So recent development work means that libraries will soon be in a position to market these new services nationally, making a much bigger impact.

Reading groups: 75% of authorities provide staff to help; 68% offer group loans (source: TRA 2004 mapping, in National Reading Group Development programme)
Summer reading challenge: 95% of UK authorities offer children summer holiday reading inspiration and support through the Summer Reading Challenge
Reading for pleasure help for adult learners: 83% of English authorities are using the Vital Link’s principles
70% of UK authorities are signed up to Orange Chatterbooks, each running at least two children’s reading groups
Links to the national book buzz: 100% of authorities celebrate World Book Day, 80% link to the Orange Prize, 74% to Richard and Judy’s Book Club on Channel 4.

Source: TRA management data

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Research base for the vision

This vision is based on a range of research into what consumers want, how users of libraries are behaving and the impact of libraries’ work with readers.

How are people using libraries?

People are using libraries mainly for accessing books and reading. Research commissioned by the Reading Partners’ publisher consortium in 2005 found that 75% of adult users are borrowing books, compared to 14% using the library for the internet. 14 million adults are using the library to borrow books, more than 5 times as many as using the library for internet/email.

Of the 40% of adults using libraries in the last 12 months

75% borrowed books
27% borrowed other things
22% used for information
14% used for internet

Source: Book Reading and Library Use, 2005, Book Marketing Ltd/Reading Partners

How are people accessing their reading?

65% of adults buy their books
32% get them secondhand
40% borrow
16% buy and borrow
34% of buyers also borrow
14% see books they like in shops, but then borrow

Source: Book Reading and Library Use, 2005, Book Marketing Ltd/Reading Partners

It’s interesting to see a growing crossover between borrowing and buying. 16% of adults get their books by buying and borrowing. A significant percentage discover new authors through the library, then buy, and it works the other way round too.

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Where should libraries position their product and services? What are their USPs for readers?

The world of reading has changed beyond all recognition since the 1980s when library book issues were at their height. Internet bookselling, the growth of non-book outlets and greater disposable income have profoundly changed the landscape. Libraries have to work out what their distinctive offer in this new landscape is.

At a time when reading has never been more in demand, or featured more in the media, libraries have a huge selling point – free books. There are other powerful selling points. People say the library gives them a chance to take a risk with their reading, a cultural experiment. Borrowers are twice as likely as buyers to try new authors or subjects. Borrowers are far more inclined to trust a recommendation from the library than buyers are from the shop. A quarter of adults use the library for space saving reasons. Sold in the right way, these are a powerful, very contemporary set of benefits and messages.

Free: 47% of adults borrow instead of buy because they can’t afford all the books they want
Risk/experimentation: 39% of borrowers will try new authors and subjects (compared to 20% of buyers). 36% of borrowers have discovered new authors through the library.
Trust: 20% of borrowers trust library recommendations (compared to 5% of buyers)
Space saving: 26% use the library because of lack of space

Source: Book Reading and Library Use, 2005, Book Marketing Ltd/Reading Partners

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Attracting non-users

The Love Libraries campaign research showed that over a fifth of adults surveyed had never visited their local library. To increase usage it is vital for libraries to reach out and encourage people to start using libraries.

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How can we convince people who aren’t using libraries of the benefits?

The biggest barriers to library use are hard to do anything about – lots of people just want to own, keep and re-read their books.

42% of buyers want to own their books
32% buy to re-read
30% keep for reference

Source: Book Reading and Library Use, 2005, Book Marketing Ltd/Reading Partners

Loughborough University research into declining book issues gives more detail about the reasons for the decline in book issues.

BML research

However there are some important areas where ground could be made. Research shows the strategic significance of investing in bookstock, developing a programme of author events and using reader development techniques to make libraries a place of activity and experience.

11% of adults don't use libraries because they don't have enough new titles
10% say book shops are more up to date

Source: Book Reading and Library Use, 2005, Book Marketing Ltd/Reading Partners

55% would go to libraries if there were a better selection of books
33% would go to libraries for high profile author events

Source: Love Libraries Omnibus survey 2006

Download LL omnibus survey

Attracting 14-35 year olds

Qualitative research published by MLA and DCMS in 2005 looked at attitudes of 14-35 year olds to libraries. It found that to make their offer more compelling to this age group, libraries need to focus on developing and marketing a modernised, more interactive offer, and target differentiated services to specific groups. Younger people want to think of libraries as a destination, with interesting, varied experiences on offer. This ties in with the approach taken in the Framework for the Future national reading programmes, including the Vital Link and Fulfilling Their Potential.

Download A research study of 14-35 year olds for the Future Development of Public Libraries, MLA, DCMS, Laser Foundation, November 2005

Attracting teenagers

To develop the Book Bar vision of a new library offer for teenagers, The Reading Agency did a great deal of consultation work with young people. The qualitative and quantitative research found that young people were unanimous in their approval of the Book Bar scheme and the idea of a much livelier, more relevant offer. They felt it would address their needs for safe enjoyable places to go, things to do, educational support, recreational reading and creativity, information, guidance, work experience and community involvement. The research is useful for giving library staff a feel for young people’s approach to the library offer.

Download Book Bars research

Attracting people interested in joining a readers group

Research tells us that people feel there is something special about a library reading group. Many users prefer them because of their distinctive USPs. Library reading groups tend to attract a broad and diverse range of readers making them democratic, inclusive and open to all. They are also held in trusted community spaces and include the offer of free books supported by a range of services including group loans and reservations. They provide access to expert staff for help with book choices and advice about reading and are often complemented by events and activities in the library.

National Readers Group Programme Report, 2004, The Reading Agency
The report underpinning a key strand of Framework for the Future’s books and reading improvement programme. An overview of current reading group research as the basis for a strategy to build a national reading group development programme for libraries. This has led to the current East Midlands pilot which uses a regional approach to make an improved and consistent regional offer to readers groups.

National readers’ group report

Reading Groups and Public Libraries – 2002 research, London Library Development Agency and The Reading Agency A study of the differences between library and non library reading groups, and the USPs of both for readers. Including mapping of London’s reading groups – location, audience, attitudes and experience.

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Other useful research

There is a growing evidence base to suggest that the provision of an accessible, free and high quality free reading service is what people want, expect and value in their local library service. Research shows that the greatest barriers to library use are restrictive opening hours and perceptions that the book stock is poor. The value of putting reading at the heart of the library service is reinforced by the fact that investment in reading services is often matched by an increase in issues, improved perceptions of the library and good outcomes for users.

Halting the Decline? A 2005 TRA discussion paper on evidence from library services where issues are improving A paper written by Ciara Eastell for The Reading Agency, based on interviews with 13 library authorities where book issues had been rising at the time of writing. The paper summarises the views of Chief Librarians in these authorities about the reasons for the rise. It concludes that one of the most important factors is a strategy of making reading the major focus for service improvement.

Download TRA discussion paper on what makes book issues rise

The decline in adult book lending in UK public libraries and its possible causes, Loughborough University, 2004 An analysis of adult borrowing trends from 1980-1998 and the factors that may have caused the decrease.

Loughborough 04 Decline of Adult Book Lending Research

Inspiring Children, The Impact of the Summer Reading Challenge, 2003, The Reading Agency Research with participants in the 2003 Summer Reading Challenge, exploring the difference taking part made to their enjoyment of reading, and their confidence and motivation. This research provides important evidence of the impact of libraries’ reader development work, and can be used powerfully in local advocacy.

SRC impact research

Confidence All Round, The Impact on Emergent Adult Readers of Reading for Pleasure through Libraries, Morris Hargreaves McIntyre 2005 Impact research undertaken for The Vital Link libraries and adult literacy programme confirms the beneficial outcomes of libraries’ creative reading activities in partnership with adult literacy providers. Improved confidence shone out as the key change, with participants talking about a greater capacity for self-expression, renewed self-esteem and a sense of achievement. Most people reported an increase in skills and aspirations to continue reading and learning, often in support of their children.

Vital Link evaluation

An Audit of Bibliotherapy/Books on Prescription activity in England, Debbie Hicks 2006 Research into different approaches to reading and health, including the use of creative literature to promote health and clinical intervention delivered through self help reading. Recommendations about how libraries can be pivotal in combining the two approaches.

Expanding the Market, Book Marketing Ltd for Arts Council England 2005 Research conducted by Book Marketing Ltd for the Arts Council. It aims to build a better understanding of the social and demographic behavioural trends that will enable the book world to serve new and established readers better and expand the market for reading.

Expanding the market research

Perceptions of Libraries, Audit Commission 2002 MORI research into satisfaction and use of libraries. Plus the reasons people give for not improvements needed to motivate greater use.

Audit Commission Perceptions of Libraries 02 research Taking Part: The National Survey of Culture, Leisure and Sport 05/06 Top