guelph staff presentation

Market Probe

Things we need to know . . .

June 7, 2016

Stephen Abram

Executive Director, Federation of Ontario Public Libraries

Guelph Public Library

Market Probe

Measurements: Value, Impact, and Presence

The Case of Ontario Public Libraries

Stephen Abram, MLS , FOPL Executive Director

June 7, 2016

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Planning Together

At our Libraries 2020 Summit we identified:• What we didn’t know!• And what was that?• What were our priorities?

At our Libraries 2025 Summit we confirmed:• Our next set of priorities.

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So we cooperated and pulled our sleeves up . . .

• Starting in a hole – a previous government had cut the provincial library grant by 50%

• Yuck – hand wringing and whining and then we adapted.• We convinced the provincial government to invest $18 million in all systems• This year we accessed another $10 million in research and innovation grants

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We didn’t know enough!

• What are our numbers longitudinally?• What are our proofs of impact? (schools, children’s

programs, summer reading, economic, new Canadians, etc. etc.)

• How do our ‘places’ need to change?• How do we develop staff at scale?• What does the public think?• What motivates politicians and civil servants? • What is our brand and how do we cost-effectively

access all Ontarians?

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What did we need?

• Measurement not just data/statistics• The identification of Ontario, National and international core data• The identification of core operational measures for libraries• The identification of core digital measures for libraries• The identification of comparative measures for libraries and appropriate

cohort analyses• The study of visual representation of library data that informs and

influences management and funding bodies• The study of what ‘proofs’ libraries can adopt from their data to prove

and communicate the value of the public library in the 21st Century portfolio of services and programs.

• The delineation of audiences, outputs, and needs to restrict scope creep and overbuilding of the data engine.

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What did FOPL do?

• Successfully lobbied the Ontario government to make the Ontario Provincial Public Library Data Collection project open data under the provincial policy for the Open Data Initiative.

• Harvested 1996-2014 PL Data and developed a database of these data resulting in the publishing of many reports and analyses of these data from 2001 through 2014 and the identification of trends, creation of visuals, and communication of these data. These data were published in library size cohorts, North and South, and for First Nations libraries as well as for Ontario as a whole. In 2016 the intent is to make the database available to members for strategic planning use.

• Authored a FOPL White Paper on the development of benchmarks and a comparative index for Ontario public library systems.

• Designed, created and delivered three 2 day symposia in partnership with the iSchool at the University of Toronto and a series of three webinars for FOPL about the use and interpretation of library statistics as well as the creation of new comparative

• Did the 2015 Market Probe Canada public opinion poll (digital and telephone) of Ontarians and their attitudes about Ontario’s public libraries.

• Stephen is contracted to write a book chapter on these projects and value measures for public libraries in 2016.

• Stephen has sat on the University of Toronto’s iSchool Dean’s Council for over 20 years including advising on the recent development of a Big Data program.

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Selected Highlights of What we Now Know

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99

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1010

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1111

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Computers

Facilities

"Other"

Staff

Minor

Materials

Select Ontario Public Libraries, 2014% of Operating Expenditures spent

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1919

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Summary Data for The Decade

• 1.2 BILLION Circulation• 6.0 Billion Budget• 542 Million spent on Materials• 115 Million spent on Electronic Materials• 1.6 Million total Programs• 31 Million total Attendance

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19%

15%

15%

16%

10%

12%

12%

9%

9%

7%

36%

35%

35%

29%

33%

27%

26%

26%

24%

24%

55%

50%

49%

44%

44%

39%

38%

35%

33%

31%

Very Likely Somewhat Likely Total

Interest in new library service concepts varies, in many cases based on age

A program that allows people to try out the newest tech devices or applications, such as 3D printers or laser cutters

Library kiosks located throughout the community where people can check out books, movies or music without having to go to

the library itself

A personalized online account that gives you recommendations based on your past library activity

A cell phone app that allows you to access library services from your mobile phone

An online research service where you could pose questions and get responses from librarians

A cell phone app that helps you locate material easily in the library using GPS

E-book readers already loaded with the book you want to read

Instruction on how to use handheld reading devices and tablets

Classes on how to download library e-books to handheld devices

A digital media lab where you could create and upload new digital content like your own movies or e-books

Likelihood of Using Different Library Services

64% 46%

57% 39%

61% 39%

62% 24%

43% 37%

54% 19%

45% 34%

31% 40%

30% 38%

42% 21%

By Age 18-34 55+

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FOPL Mission

• Collaborative body offering one loud voice for all Ontario Public Libraries based on agreed cooperative strategies, and priorities and research.

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FOPL Positioning

• Simply put: Ontario’s Public Libraries. Now more than ever before, they play a critical role in the social, educational, cultural and economic success of the communities in our province.

• Public Libraries are an essential investment in the future of our communities and are essential drivers of success in school preparedness, reading readiness, economic and employment success, and social equity.

• As the development of the knowledge economy progresses, public libraries are a vital link for every resident and every community to ensure success of all Ontarians, regardless of location or background.

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CAN WE TELL THE STORY?Can we prove it?

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FOPL Talking Points Need Proofs

The Public Library value proposition is strong and includes (but isn’t limited to):– Excellent Return on Investment– Strong Economic Development– Great Employment Support– Welcoming New Canadians– Provable Early Literacy Development– Ongoing Support for Formal Education and Homework Help– Serve the whole community equitably– Affordable access to community resources– Access to Government Services and e-government– Questions Deserve Quality Answers – Support Cultural Vitality– Recognized and Valued Leisure Activities for majority of Ontarians

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The Secret?

• Collaboration, coordination, cooperation• All organizations started to work as one.• FOPL, SOLS, OLS-North, CULC, OLA (OPLA and OLBA), consortia, etc.• We shared the load(s)!

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Marketing

• Updated a full public opinion poll in 2015 of all Ontario residents

• Studied successful and unsuccessful campaigns in libraries

• Did a census of all 304 systems social media and website presences

• Surveyed CAOs about perceptions and budgets• Developing tagline with person-on-the-street

interviews

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What Public Libraries Say They Mean - Missions

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Progress: Marketing and Branding

• Full Ontario inventory of web and social media of ALL public libraries

• Person-on-the-street interviews to develop province-wide tagline in 2016

• Building an Open Media Desk and social media dashboard to entire sector in province

• Hiring 3-4 part-time journalists to build articles, social media, and video at critical mass

• Release, release, release• Build a media culture of good not perfect

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Ontario Public Library Usage and Visits at an All Time High!

• More than 99% of Ontarians live in communities served by a public library and 74% used their library in the past year.

• Ontario libraries have nearly 31 million volumes in circulation. That’s equivalent to 2.3 books for every Ontarian.

• In 2014 Ontario public libraries– circulated 131 million items.– received almost 72 million in-person visits– provided 203,964 programs with over 3.3 million attendees

• served the public through 1,157 library service points (main libraries, library branches, deposit stations and bookmobile stops)

• Every library branch in the province provides access to electronic information through the Internet.

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• When FOPL speaks we can point to the fact that we represent nearly all of Ontario’s population of library members. This is, indeed, at the riding level.

• There are few exceptions.

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Building the Case for Influence

• We must increase our access to government decision-making.

• In 2014/5 FOPL:– Submission to the Minister of Finance’s Pre-budget Consultation 2016 – Submitted Cabinet level documents on Ontario’s Culture Strategy,

Community Hubs, Municipal Act consultations. . .– Co-planned and implemented the second annual large scale Library

Day at Queen’s Park– Co-planned an all day symposium of over 10 ministries with over 150

civil servants and librarians / trustees– Met regularly with our ‘minister’ and key staff on issues like the OLCF,

CDF, Open Data, Ministry Awards, operating grants, OPLW, etc.– Contracted for legal opinions on legislative changes

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Selected Key Results

1. Libraries are now mentioned in all critical government policy documents

2. Attendance at Programs can exceed 25,000+ for some in a day!

3. OLA coordinates reading programs at the provincial level (TD Summer Reading, First of Trees)

4. We have agreed provincial competencies for all positions and technology infrastructure for professional development

5. We are investing in VIP marketing that is cost-effective and based in research

6. We are focused on community-led strategic planning, investments in advanced technology infrastructure and training

7. We know our numbers, demographics and are investing in R&D for qualitative data

8. We are aligning with government ‘language’ and priorities

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FEDERATION OF ONTARIO PUBLIC LIBRARIES RESEARCH

Prepared for: Federation of Ontario Public Libraries Research Task Force

April, 2015

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Table of Contents

Executive Summary 3

Background and Methodology 8

Results from the Telephone Survey 13

Use of the Public Library 14

Use of Alternative Information Channels 28

Attitudes Toward the Public Library 37

Demographic Profile of Respondents 48

Results from the Online Survey 55

Use of the Public Library 56

Use of Alternative Information Channels 71

Attitudes Toward the Public Library 84

Demographic Profile of Respondents 96

Page

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EXECUTIVE SUMMARY

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Executive Summary

• Ontarians’ overall opinions of the public library and the value it contributes to the communities it serves remain very strong.– The public library’s position relative to other municipal tax-supported services is

consistent with the findings from five years ago, and reactions to positioning statements included in the previous study have actually improved slightly.

– Reacting to new positioning statements tested this year, most Ontarians acknowledge the public library’s role in advancing literacy, equal opportunity, and quality of life in their communities.

– The value of certain services (early literacy programs, services to new Canadians, information for the unemployed, training in how to access information online, and being a focal point or meeting place within the community) has increased over the past five years.

– A majority of Ontario residents feel that if their local library were to close, it would have a major impact on their community (but usually less of an impact on themselves and their family).

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Executive Summary

• Numbers of library users have stayed relatively consistent, but usage patterns have changed significantly over the past five years.– The proportion of adults not using the public library at all in the previous 12 months has

not risen over the last 15 years, in spite of the fact that information has become increasingly available from other sources.

– Individuals’ library card ownership has increased since 2010, however there are signs that library usage at a household level may be softening slightly.

– In-person library visit frequency has not changed since the first year the study was conducted, but 2015 represents the first time that the number of people using the library both online and in-person during the past year has overtaken the number of in-person-only visitors.

– People appear to be more selective in choosing which library services to take advantage of, as reported usage of many library services is down significantly versus five years ago (wireless network access being the main exception).

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Executive Summary

• Evolving technology, channel, and media preferences will require the public library to review its strategies and tactics on a regular basis.– It has become clear that electronic access is complementing, not replacing, bricks and

mortar establishments, implying that duplication of hard copy and electronic materials, as well as increased channel costs, are likely to continue for the foreseeable future.

– Perhaps equally daunting is the need to ensure compatibility with an ever expanding array of devices being used to access the Internet (and particularly challenging to libraries, the substitution of multi-purpose tablets and smartphones for single-purpose devices like e-readers).

• Effectively communicating information about new services will be as critical as deciding which to invest in.– While still important, traditional library services, such as lending materials and helping

people find information, are not increasing in usage or perceived value.– Interest in new service concepts is fragmented, meaning hard decisions will need to be

made about which to develop and roll out, and for which audiences.– New services will need to be publicized as they become available, and in many

instances, communications will have to be geared to relevant segments to create sufficient awareness, interest, and take-up.

– Since email is clearly the preferred method of receiving information about the library, creation of user groups and maintenance of contact lists will likely become critical in order to reach segments of interest and establish an ongoing dialogue with users.

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Executive Summary

• The future of the public library remains uncertain and must be shaped according to the needs of a new generation of users.– Older people will undoubtedly continue to value the library for its heritage and social

value, but those feelings will not automatically be passed down to a younger generation that likely has different views of public institutions, not to mention unique information needs and media habits.

– Not every library can afford to be all things to all residents of the community it serves, so there may be a need to develop specific capabilities centrally or in selected locations, along with the means of delivering them on a more universal basis.

– Finally, the library needs to address a challenge that was identified when this study was first conducted and which still remains in 2015 – how to convince more people that the public library can be of as much value to them personally as they think it is to others.

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BACKGROUND AND METHODOLOGY

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Research Objectives

• This represents the fourth wave of a study that has been conducted every five years since 2000.

• Consistent with past waves, objectives of this year’s study were to:– Understand Ontario residents’ opinions about the use, role and impact of public

libraries, and how those opinions have changed over time;– Separate public opinion by level of usage of public libraries (including non-use); and– Identify areas of strength and weakness for the public library.

• Results will be used to:– Monitor the status of the library;– Formulate strategy to ensure libraries remain a relevant and useful part of the

community;– Identify priorities for 2015-2017; and– Provide input to the creation of a new marketing communication plan.

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Method

• A dual telephone/online method was used for the 2015 study. The telephone survey replicated the procedures used previously and provides a basis for comparing to past results. The new online survey component establishes a viable baseline for future research, given the technological changes that are impacting not only the public library, but also the research industry.

• For both survey components, quotas were set by age and gender using Statistics Canada population figures; data is therefore unweighted.

• For the purposes of analyzing results, six Ontario regions were defined by postal code, as follows:

Northern (P) Metro Toronto (M)

Eastern (K) GTA Urban (L within GTA)

Southwestern (N) GTA Ex-urban (L outside GTA)

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Method

Telephone Survey Component• A total of 600 telephone interviews were conducted with Ontario adults from February 26 th to

March 16th, 2015. Sampling was conducted such that all Ontario households with a landline had an equal chance of being called.

• The sample size (600) allows inferences to be made about the total Ontario adult population with a margin of error of +4.0%, at a 95% confidence level.

• Average length of the telephone survey was 15 minutes.• Respondents were given a choice of completing the survey in English (96%) or French (4%).

Those who speak other languages were excluded (approximately 7% of households contacted).

Online Survey Component • A total of 1,102 online surveys were conducted with Ontario adults from March 5 th to March

10th, 2015. Respondents were sourced using Delvinia’s AskingCanadians online panel.• On average, respondents took 13 minutes to complete the online survey.• Respondents were given a choice of completing the survey in English (92%) or French (8%).

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Reading the Charts

66% in the total population, but 81%

among library cardholders

• Many of the charts contain profiling information for a key variable, which is indicated by a blue arrow pointing away from it toward a sidebar. In the chart below, the key variable is the percentage of respondents who said they used the public library in the past year (66%). The sidebar shows the same statistic within specific groups. For example, the first category break in the sidebar shows that the percentage who have visited the library among those who are cardholders is 81%, while among non-cardholders it is 25%.

• Throughout the report, a red circle or square indicates that a 2015 observation is significantly higher or lower, respectively, than the previous survey. Bold text within sidebars indicates that, for 2015, the bolded subgroups’ results are significantly higher than one or more of the non-bolded groups’ results.

Yes

No

0% 20% 40% 60% 80% 100%

66%

34%

66%

34%

66%

34%

68%

32%

Cardholder

Yes 81No 25

Bookstore Use

None 53

1-10 times 6511+ times 75

Library vs. Bookstore Usage

More 97Same 85Less 41

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

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RESULTS FROM THE TELEPHONE SURVEY

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USE OF THE PUBLIC LIBRARY

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Library Cardholders

Q.1Base: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).*Notable for lack of difference.

Yes

No

0% 20% 40% 60% 80% 100%

73%

26%

68%

32%

65%

35%

65%

35%

• Compared to previous study waves, there has been an increase in the number of Ontarians claiming to be cardholders.• The desire to have Internet access, both to and while at the library, may be promoting increased card usage.• Interestingly, cardholder incidence does not vary significantly across the different age groupings.

In-Person Library UseNone 40%1-10 times 85%11+ times 96%

Social Media Interaction with Library Yes 84%No 72%

Bookstore UseNone 65%1-10 times 73%11+ times 78%

Age* 18-24 77%25-34 72%35-54 73%55+ 72%

Access Library by Phone / Text Yes 93%No 67%

Access Library by InternetYes 92%No 59%

Have Internet Access None 66%Work 72%Home 74%School 80%Library 93%Other 76%

Books Read in Past YearNone 47%1-5 63%6-15 80%16+ 84%

Library vs Bookstore UsageMore 97%Same 88%Less 52%

Library Benefits Top 84%Middle 70%Bottom 52%

Children in Home Yes 78%No 70%

Education High school 65%Univ/college 77%Grad school 68%

Region North 62%East 68%Southwest 81%Metro T.O. 74%GTA Urban 75%GTA Ex-urban 69%

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

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Past Year In-Person Use of Public Library

Q.2Base: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).

• As has been the case since 2005, two-thirds of Ontarians report visiting the library in person within the last year.

• In-person use of the library skews to younger age groups and those with higher education, and appears to be more prevalent in Southwest Ontario.

Yes

No

0% 20% 40% 60% 80% 100%

66%

34%

66%

34%

66%

34%

68%

32%

CardholderYes 81%No 25%



Library vs. Bookstore UsageMore 97%Same 85%Less 41%

Access Library by Phone / TextYes 93%No 57%

Have Internet AccessNone 48%Work 66%Home 68%School 77%Library 93%Other 71%


Social Media Interaction with LibraryYes 86%No 64%

Future Importance of Library More 77%Same 66%Less 57%


Age18-24 73%25-34 71%35-54 66%55+ 61%




68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

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Past Year Public Library In-Person Visit Frequency

Q.2Base: Past-year public library visitors (2000 - 678; 2005 - 712; 2010 - 723; 2015 - 394).

• Despite the increased use of other channels, frequency of visiting the library in person has not changed significantly over the past 15 years. In fact, those who access the library by electronic means are also more apt to report having made a greater number of in-person visits.

• The percentage of library visitors who visit frequently (over 20 times in the past year) varies quite a bit by region.

21+ times

11 to 20 times

6 to 10 times

1 to 5 times

0% 20% 40% 60% 80% 100%

26%

14%

18%

41%

27%

16%

19%

38%

26%

18%

16%

40%

28%

17%

18%

37%





Access Library by Internet Yes 34%No 16%





68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

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Consult a librarian

Renew an item

Reserve an item

Enquire / request changes to account

0% 20% 40% 60% 80% 100%

23%

16%

14%

12%

4%

19%

13%

13%

10%

12%

7%

10%

7%

18%

11%

Past Year Use of Public Library by Telephone / Text

Q.4/7Base: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).*Wording changed in 2015 from “Telephone” to “Telephone / Text”.

Telephone / Text*Gender

Male 18%Female 28%

Age18-24 15%25-34 18%35-54 22%55+ 29%

• With this year’s addition of texting in the question wording, more Ontarians in 2015 indicate they have contacted the library in the past using their phone.

• The fact that phone access tends to be more prevalent among seniors suggests that voice calls likely still outnumber text messages by a wide margin.

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

Telephone = 22%Text = 2%

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Past Year Use of Public Library’s Website

Times Accessed Library’s Website in Past Year

Q.3Base: All respondents (2005 - 1102; 2010 - 1100; 2015 - 600).

Any Access of Library’s Website

• Over the past five years, there has been a significant increase in the number of Ontarians accessing the public library by Internet, as well as in the percentage of those frequently accessing the library that way.

• Incidence of accessing the library by Internet increases with frequency of in-person visits, suggesting that Internet access is a complement to, not a replacement for, more traditional library usage.

11 or more times

1 to 10 times

Not at all

0% 20% 40% 60% 80% 100%

17%

25%

58%

12%

22%

66%

9%

28%

63%


In-Person Library Use None 9%1-10 times 49%11+ times 75%

Bookstore UseNone 28%Any 45%





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Check catalogue

Renew an item

Reserve an item

Access other materialsvia library's website

Download an item

Manage / make changes to library account

Consult a librarian by e-mail, chat or IM

0% 20% 40% 60% 80% 100%

42%

30%

24%

26%

14%

14%

10%

5%

34%

25%

21%

23%

12%

5%

4%

33%

14%

14%

13%

7%

2%

8%

5%

2%

Past Year Use of Public Library by Internet

Q.3/8aBase: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).

Internet Community Size<30K 29%30K - <500K 38%500K+ 49%

RegionNorth 22%East 41%Southwest 40%Metro T.O. 55%GTA Urban 44%GTA Ex-urban 42%

• In addition to the general increase in use of the public library via Internet, more Ontario residents are checking library catalogues online and downloading items.

• Geographic differences suggest that availability of high speed Internet may be impacting online usage of the library in certain parts of the province.

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

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Yes

No

0% 20% 40% 60% 80% 100%

14%

86%

12%

88%

7%

93%

• In 2015, a modest gain has been made in library users obtaining materials via the library’s website, with fictional E-books rising significantly in popularity.

• Compared to previous study waves, reported use of E-audiobooks has tended to level off, while accessing of the library’s E-local history or genealogy information has gradually been declining over the past 10 years.

E-books fiction

E-books non-fiction

Digital movies

E-audiobooks

E-local history or genealogy information

Digital music

E-newspapers or journal articles*

E-magazines

0% 20% 40% 60% 80% 100%

59%

48%

34%

30%

24%

23%

22%

21%

40%

37%

27%

26%

43%

41%

39%

31%

36%

200520102015

Specific Types of Electronic Resources Used on Library’s Website

Q.8a/bBase: All respondents (2005 - 1102; 2010 - 1100; 2015 - 600); those who accessed electronic materials on library’s web page (2005 - 62; 2010 - 134; 2015 - 86). *Wording changed in 2015 from “E-periodicals, E-newspapers or journal articles”.

Accessed Materials via the Library’s Website

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Ways Users Access the Public Library

Q.2/3/4Base: Library users (2010 - 757; 2015 - 417).

37%

1% 1%

13%12%

In-Person

Internet

Phone33%

2%

• The diagrams below depict all past-year library users according to their reported methods of accessing the library.

• While in-person only visitors constituted the largest group of library users in 2010, they have been outnumbered by combined in-person/Internet users in 2015.

• The proportion of library patrons using all three access methods has also increased over the last five years, while the total percentage visiting the library in person remains extremely high, at 94%.

27%

1% 1%

20%11%

In-Person

Internet

Phone36%

3%

2015 2010

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Past Year Public Library Interaction Through Social Media

Q.4cBase: All respondents (2015 - 600).New question in 2015.

• Only 7% of the general public claims to have interacted with the public library through social media in the past year. This figure tends to double among younger adults and those with children in the home (as well as among frequent in-person visitors and those who access the library by Internet).



Age18-24 14%25-34 14%35-54 6%55+ 4%

Children in HomeYes 13%No 5%

7%92%

2015

YesNo

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Children

Spouse/partner

Others

0% 20% 40% 60% 80% 100%

49%

26%

22%

8%

50%

31%

23%

8%

47%

27%

19%

7%

51%

24%

17%

9%

Past Year Use of Public Library by Other Household Members

Q.5a/bBase: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).

Used by Others (net)

• After rising in 2010, the reported incidence of children using the public library has declined significantly in 2015 (although some of the reason for this could be due to slight wave-over-wave changes in household composition).

• Family usage of the library increases with education level and is more prevalent among medium and higher income households.

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

Cardholder Yes 55%No 31%






Library BenefitsTop 53%Middle 51%Bottom 34%

Age18-24 51%25-34 64%35-54 54%55+ 36%



Income <$35K 28%$35K - <$75K 52%$75K+ 59%

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Total Usage of the Public Library

No One21%

Other Household Member(s)

Only10%

With Others in Household

41%

Respondent Only28%

Q.2/3/4Base: All respondents (2010 - 1100; 2015 - 600).

Total Users = 69%

• Taking the total population into account and comparing with 2010, the most notable differences in usage are a slight increase in library non-user households and a corresponding decrease in households where the respondent didn’t use the library but others in the household did.

• As was the case five years ago, over three-quarters of Ontario households are using the public library, and the majority of households that are using the library contain more than one user.

No One24%


Only7%


42%

Respondent Only27%Total Users

= 70%

2015 2010

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0% 20% 40% 60% 80% 100%

84%

56%

34%

28%

26%

25%

23%

23%

16%

14%

10%

90%

70%

41%

33%

26%

17%

33%

23%

13%

21%

16%

88%

73%

38%

31%

32%

18%

9%

21%

16%

88%

77%

47%

19%

32%

17%

9%

24%

18%

Q.6a/bBase: Those who personally visited the public library (2000 - 678; 2005 - 713; 2010 - 723; 2015 - 394); households where anyone used the public library (2010 - 843; 2015 - 444). *Wording changed in 2015 from “Access electronic databases.”

Reasons for Personally Using the Public Library• Many of the more traditional reasons for using libraries were less often cited versus five years ago, with only the

library’s wireless network generating more traffic. Given that this was a multiple mention question, it may be that today’s library users are becoming more selective in determining which library services they choose to use.

Borrow books, CDs, DVDs or other materials

Get information on a topic of personal interest

Read or study

Access the Internet using library computers

Relax or socialize

Use the library's wireless network

Access databases / other electronically stored info*

Take a child to a program or activity

Attend a lecture, program, meeting or training session

Work assignment or keep up-to-date at work

School or class assignment

86%

59%

44%

35%

31%

31%

27%

25%

18%

21%

27%

Total Household(2015)

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

Market Probe

60

Reasons for Personally Using the Public Libraryby Frequency of Library Use (Current Year)

Q.6aBase: Frequent library users (2015 - 161); infrequent users (2015 - 233).

93%

65%

37%

35%

31%

31%

29%

26%

21%

7%

14%

78%

50%

33%

24%

22%

21%

18%

21%

13%

12%

15%

0% 20% 40% 60% 80% 100%

Borrow books, CDs, DVDs orother materials

Get information on a topic ofpersonal interest

Read or study

Access the Internet usinglibrary computers

Relax or socialize

Use the library's wirelessnetwork

Access databases / otherelectronically stored info

Take a child to a program oractivity

Attend a lecture, program,meeting or training session


Work assignment or keepup-to-date at work

More than 10 past year in-person visits1 to 10 past year in-person visits

• In 2015, more frequent visits to the library were associated with borrowing materials, gathering information on topics of interest, Internet/wireless/database access, and participation in library programs.

Market Probe

USE OF ALTERNATIVE INFORMATION CHANNELS

Market Probe

Market Probe

62

Due to illness / injury / too old

No reason / don't know

Prefer to buy / share books

Library hours not convenient

Have own library / books

0% 20% 40% 60% 80% 100%

6%

5%

3%

3%

4%

4%

1%

11%

4%

1%

5%

7%

4%

2%

2%

6%

7%

2%

Total Reasons for Not Using the Public Library in the Past Year

Q.9a/bBase: Past-year public library non-users (2000 - 326; 2005 - 389; 2010 - 343; 2015 - 183).Note: Mentions of 3% or more only. May total more than 100%, due to multiple mentions.

Have Internet AccessYes 57%No 26%

Bookstore UseNone 25%

Any 58%Books Read in Past Year

None 38%1-5 52%6-15 66%16+ 56%

EducationHigh school 33%Univ/college 62%Grad school 56%

Income <$35K 39% $35K - <$75K 43% $75K+ 65%

Community Size <30K 40% 35K - <500K 41% 500K+ 62%

• Availability of information from other sources has become the primary reason for not using the public library, with Internet and bookstore usage strongly linked to this explanation.

• Those with higher education and higher incomes are also more apt to offer this rationale for non-use.

Get information from other sources

Not interested

Too busy

Don't read

Library isn't accessible

Use library at school or work

0% 20% 40% 60% 80% 100%

50%

30%

21%

8%

7%

6%

40%

34%

27%

9%

10%

6%

21%

25%

26%

7%

3%

6%

22%

30%

21%

12%

8%

6%

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

Market Probe

63

Experience Using the Library

Q.9d/e/fBase: Past-year non-users of library (191); All users of library (586); Had a negative library experience (32). New questions in 2015.

• Over 90% of those who haven’t used the public library in the past year have done so sometime in the past.• Relatively few Ontarians who have ever used the public library claim to have had a negative experience when doing so.

For the few who did, fines, materials not being available, and unhelpful staff were the main complaints.

Type of Negative Experience

Materials / books not available 16%I owe penalty fees 16%Staff aren’t friendly / helpful 13%It’s overcrowded 9%Have to pay access fee to services 6%Not enough computers 6%Difficulties with computers / forgot pin # 6%Poor hours 3%Materials / books are damaged / ripped 3%Other 16%

91%9%

Yes (%)No (%)

Ever used the public library

Had a negative experience

5%95%

Yes (%)No (%)


GenderMale 86%Female 96%

Market Probe

64

At home

At work

At other places in the community using a smartphone

At other places in the community using wireless access

At your public library

At school

0% 20%

40%

60%

80%

100%

87%

83%

44%

42%

41%

23%

17%

88%

83%

50%

23%

26%

21%

20102015

Ways Internet Was Accessed in the Past Year

Q.10Base: All respondents (2010 - 1100; 2015 - 600).Change of wording in 2010 makes comparisons to earlier data invalid.

Any access

• Incidence of having Internet access, in general and in the home, has remained constant during the last five years, with access at work and at school declining somewhat.

• Over this same time period, wireless access has shown a substantial increase.• Respondents under the age of 25 are one of the library’s biggest Internet user groups.










Age18-24 38%25-34 23%35-54 23%55+ 17%



Market Probe

65

• With the exception of social networking, which has seen a significant increase, the ways in which the Internet is used haven’t changed much over the last five years.

Search for specificinformation of interest

Use e-mail, a chat room or IM

To access the news

To access social networking sites

To stream movies, music or other types of entertainment

To download movies, music or other types of entertainment

To download books or magazines*

To create content

0% 20% 40% 60% 80% 100%

85%

84%

75%

65%

55%

42%

42%

32%

16%

86%

84%

78%

43%

18%

82%

78%

75%

67%

63%

57%

Use of Internet

Q.11Base: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).*Change of wording in 2015 makes comparisons to earlier data invalid.

Regular Use of Internet


Education High School 64%Univ/college 93%Grad school 98%

Income <$35K 62%$35K - <$75K 83%$75K+ 97%

Community Size<30K 77%30K - <500K 82%500K+ 90%


In-Person Library Use None 78%Any 89%


Social Media Interaction with Library

Yes 93%No 85%

Future Importance of LibraryMore 83%Same 86%Less 91%


Age18-24 97%25-34 95%35-54 91%55+ 71%

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

Age18-24 73%25-34 72%35-54 56%55+ 40%

Market Probe

66

Books Read in the Past Year

Q.13fBase: All respondents (2015 - 600). New question in 2015.

• The vast majority of Ontarians claim to have read one or more books during the past year, with the largest group reading 16 or more.

• Older people tend to be more avid readers than the younger age groups.

16+ books read

6 to 15 books read

1 to 5 books read

0% 20% 40% 60% 80% 100%

85%

40%

24%

21%

2015

Any Books Read





Age18-24 24%25-34 35%35-54 40%55+ 47%


Born in CanadaYes 38%No 49%


Market Probe

67

Format of Books Read in the Past Year

Q.13gBase: Read any books in the past year (2015 - 507). New question in 2015.

• Hard copy books remain the most popular format.

• Those who prefer E-books are more likely to be bookstore users and to have not visited the public library in person in the past year.

Mostly in electronic format

Mostly in hard copy

Both equally

0% 20% 40% 60% 80% 100%

11%

74%

14%

2015In-Person Library Use

None 20%Any 8%



Age18-24 10%25-34 6%35-54 11%55+ 13%



Market Probe

68






• Bookstore usage has remained quite consistent since 2005.• As was the case five years ago, frequent bookstore usage is associated with higher usage of, and support for, the

public library system.

Past Year Bookstore Visit Frequency

Q.14aBase: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).

More than 10 times

6 to 10 times

1 to 5 times

None

0% 20% 40% 60% 80% 100%

26%

21%

37%

17%

25%

21%

38%

16%

27%

22%

34%

16%

34%

22%

31%

12%

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000


Income<$35K 16%$35K - <$75K 24%$75K+ 34%


Region North 18% East 30% Southwest 14% Metro T.O. 40% GTA Urban 26% GTA Ex-urban 30%

Market Probe

69

Bookstores more

About the same

Libraries more

Don't know

0% 20% 40% 60% 80% 100%

42%

26%

29%

3%

43%

28%

28%

1%

20102015

Frequency of Visiting Bookstore vs. Library

Q.14bBase: Past-year bookstore users (2010 - 921, 2015 - 501).



Future Importance of LibraryMore 31%Same 39%Less 55%


• Over half of Ontario’s bookstore users say they are using libraries as much or more than bookstores. • Those who use bookstores more tend to not only use, but also value, libraries less.

Age18-24 33%25-34 52%35-54 42%55+ 39%

Income<$35K 30%$35K - <$75K 38%$75K+ 50%

LanguageEnglish 43%French / Other 26%

Region North 50% East 42% Southwest 30% Metro T.O. 42% GTA Urban 44% GTA Ex-urban 50%

Market Probe

ATTITUDES TOWARD THE PUBLIC LIBRARY

Market Probe

Market Probe

71

Opinion of Future Importance of Public Libraries









Age18-24 30%25-34 21%35-54 21%55+ 32%

Income<$35K 40%$35K - <$75K 21%$75K+ 26%



• At the present time, equal numbers of Ontarians think libraries will become more important and less important as online availability of materials increases, with the largest group predicting that there will be no change.

• Those who think the library will become more important tend to be either older or younger, have lower incomes, and live in Metro Toronto.

More important

No change

Less important

Don't know

0% 20% 40% 60% 80% 100%

26%

43%

27%

5%

23%

44%

29%

4%

27%

45%

23%

6%

27%

41%

25%

7%

2000200520102015

Market Probe

72

• When asked theoretically about their local library closing, a large majority of respondents said that they would expect there to be a major impact on their community.

• People in Southwest Ontario and those who use the library to access the Internet were among the groups most apt to feel this way, while young people tended to downplay the severity of the impact.

Impact of Public Library Closing on Community

Q.16a-aBase: All respondents (2015 - 600). New question in 2015.

Major Impact

Minor Impact

No Impact at all

0% 20% 40% 60% 80% 100%

71%

21%

2%

2015Cardholder

Yes 77%No 54%







Age 18-24 56%25-34 73%35-54 69%55+ 77%


Market Probe

73

Impact of Public Library Closing on Family

Q.16a-bBase: All respondents (2015 - 600). New question in 2015.

Major Impact

Minor Impact

No Impact at all

0% 20% 40% 60% 80% 100%

44%

35%

21%

2015Cardholder

Yes 53%No 16%







Gender Male 39%Female 47%


• Asked to think about the effect their local library closing might have on themselves and their family, less than half felt that the impact would be major.

• When presented in a personal context, women and Metro Toronto residents stood out along with some of the other groups who also thought the community as a whole would be very negatively impacted.

Market Probe

74

Benefit of Public Libraries Relative to Other Municipal Tax-Supported Services







Have Internet AccessNone 48%Any 34%


Future Importance of LibrariesMore 55%Same 34%Less 20%

• There has been virtually no change over the past five years in how Ontarians view the library relative to other unspecified tax-supported services, with over three times as many respondents still saying the library belongs at the top rather than the bottom of the list.

• The groups most likely to place the library at the top of the list include older residents, people without Internet access, lower income earners, immigrants and Torontonians.

Top of list

Middle of list

Bottom of list

Don't know

0% 20% 40% 60% 80% 100%

36%

50%

11%

3%

37%

49%

11%

3%

25%

56%

16%

4%

22%

55%

20%

3%

2000200520102015

Age18-24 27%25-34 31%35-54 38%55+ 40%

Income<$35K 47%$35K - <$75K 41%$75K+ 33%



Market Probe

75

68

60

56

54

50

45

45

40

37

31

31

28

21

69

46

55

45

42

47

27

30

24

22

25

18

• In 2015, being a lender of materials is still the role of the library that is most valued by Ontarians, followed by early literacy programs, which is now much more valued than it was five years ago.

• Several other services have also registered a significant increase in their perceived value but remain in the bottom half of the list.

Perceived Value of Library Services

Q.17Base: All respondents (2010 - 1100; 2015 - 600). *Wording changed in 2015 from “Trainer in how to access information through computers”.

9

13

15

14

17

20

18

26

31

33

35

39

45

9

22

13

21

22

16

35

33

39

44

39

46

Lender of materials

Early literacy programs

Reference centre

Provider of support for school projects or homework

Place to study

Local history collections

Assistance in finding information

Services to new Canadians

Information for the unemployed

Trainer in how to access info online*

Focal point or meeting place

Government services through library-based kiosks

Resources for small business and entrepreneurs

Bottom 6 Ratings(1-6 on a 10-pt. scale)

Top 2 Ratings(9-10 on a 10-pt. scale)

Market Probe

76

0

1

2

3

4

5

6

7

8

9

10

Value of Services by How Library RanksCompared to Other Municipal Tax-Supported Services

Mea

n S

core

• The chart below presents the average value scores of the different library services according to whether the library was placed at the top, middle or bottom of the list relative to other tax-supported services.

• The maintaining of local history collections represents the narrowest gap in value perceptions across the three groups.

0

1

2

3

4

5

6

7

8

9

10

Library at Top of List Library in Middle of List Library at Bottom of List

Q.16/17Base: All respondents (2010 - 1100; 2015 - 600)

Market Probe

77

0% 20% 40% 60% 80% 100%

64%

45%

36%

26%

26%

25%

19%

13%

12%

9%

7%

6%

4%

72%

55%

49%

25%

35%

28%

15%

13%

14%

12%

10%

8%

Past Year Usage of Library Services by Someone in Household

Q.18Base: All respondents (2010 - 1100; 2015 - 600). *Wording change in 2015 from “Training in how to access information through computers”.

• After being asked to rate the value of the services the library offers, respondents were then asked to indicate which of the services had been used by someone in their household during the past year. Despite the higher value perceptions measured in this year’s study, actual usage of most of the services has declined noticeably.

Lender of materials


Reference centre


Place to study

Help with school projects or homework


Training in how to access information online*






Market Probe

78

Value & Usage Combined

Q.17/18Base: All respondents (2015 - 600).

• For each of the library services, the diagram below plots perceived value (percent giving the service a score of 9 or 10 on the 10-point value scale) along with reported usage.

• Value perceptions and reported usage are most aligned for being a lender of materials, providing assistance in finding information, and serving as a focal point or meeting place.

• The widest value/usage gap is for early literacy programs, which was also the case in 2010.

0

40

80Assistance in f inding information





Lender of materials

Local history collectionsPlace to study


Reference centre



Training in how to access info online

Percent Valuing the Service Percent Using the Service

0

40

80Assistance in Finding Information

Early Literacy Progams

Focal Point or Meeting Place

Government Services Kiosks

Information for the Unemployed

Lender of Materials

Local History CollectionsPlace to Study

Reference Centre

Resources for Small Business

Services to New Canadians

Support for School Projects or Homework

Training in How to Access Info Online

Market Probe

79

Information Technology Training that Could Be Offered

Q.13bBase: All respondents (2015 - 600).*Change of question wording in 2015 makes comparisons to earlier data invalid.Note: Table contains mentions of 3% or more. May total more than 100%, due to multiple mentions.

• Responses to an open-ended question in 2015 reveal that nearly one-third of Ontario adults think the public library should offer general computer or Internet skills training. Others, in response to this question, identified who they thought the most appropriate target audiences for IT training would be.

• A substantial number of respondents provided no suggestions regarding the type of technical training the library could provide.

0% 20% 40% 60% 80% 100%

30%

9%

9%

6%

5%

4%

3%

3%

3%

3%

4%

42%

2015*

Computer / Internet skills

Already do a good job

For seniors / older people

For kids / students

How to access library resources

Social networking

Anything / anything useful

Word processing / Excel / PowerPoint

Hobbies / special interests

Research skills

Other

Don't know / can't think of anything

Market Probe

80

Believability of Positioning Statements

Q.19Base: All respondents (2010 - 1100; 2015 - 600).

• Compared to 2010, there is stronger agreement that the public library is the only affordable place where the average Ontarian can go for information and less disagreement that the public library is the best place for people of all ages to go to pursue lifelong learning.

47

39

42

36

25

24

28

33

The public library is the only affordable place where the average

Ontarian can go for information

The public library is the best place for people of all ages to go to pursue

lifelong learning



Market Probe

DEMOGRAPHIC PROFILE OF RESPONDENTS

Market Probe

Market Probe

82Q.A/BBase: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).

Respondent Age / Gender

Respondent Age Gender

18 to 24

25 to 34

35 to 54

55+

Refused

0% 20% 40% 60% 80% 100%

12%

16%

38%

35%

0%

12%

16%

40%

32%

0%

12%

19%

38%

27%

4%

12%

19%

38%

27%

4%

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

Average Age2015: 462010: 462005: 452000: 44

Male

Female

0% 20% 40% 60% 80% 100%

48%

52%

48%

52%

37%

63%

37%

63%

• Quotas placed on age and gender ensured that this year’s sample resembled that of 2010 on those two dimensions.

Market Probe

83

5 or younger

6 to 10

11 to 14

15 to 17

0% 20% 40% 60% 80% 100%

40%

12%

15%

11%

8%

35%

13%

15%

14%

11%

40%

18%

15%

11%

10%

36%

16%

15%

13%

10%

Number in Household / Presence of Children in Household

Q.20/21a/bBase: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).

Any Children

Number in Household Presence of Children in Household

One

Two

Three or more

Refused

0% 20% 40% 60% 80% 100%

16%

34%

48%

3%

13%

35%

50%

2%

12%

32%

54%

2%

15%

33%

50%

2%

Average Number2015: 2.82010: 2.92005: 2.92000: 2.8

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

• Households in the 2015 study were slightly smaller than in the previous two study waves.

Market Probe

84

Elementary school

Some / completed high school

Some univ/college

Graduated univ/college

Post graduate studies

0% 20% 40% 60% 80% 100%

28%

1%

27%

70%

15%

45%

10%

25%

2%

24%

73%

18%

44%

11%

29%

2%

27%

69%

19%

41%

8%

35%

2%

32%

64%

20%

36%

7%

Education / Total Annual Household Income

Q.22/24Base: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).

High School or Less

University/College

Education Total Annual Household Income

Under $35K

$35 < $75K

$75K+

Don't know / refused

0% 20% 40% 60% 80% 100%

14%

27%

35%

25%

12%

31%

35%

22%

15%

29%

22%

34%

17%

36%

21%

26%

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

• There were no significant differences in education or income levels compared with 2010.

Market Probe

85

Ontario Region / Community Size

Base: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 - 600).

Community SizeOntario Region

GTA Urban

Southwestern

Eastern

Metro Toronto

GTA Ex-urban

Northern

0% 20% 40% 60% 80% 100%

23%

22%

19%

16%

11%

9%

19%

23%

20%

17%

12%

8%

17%

27%

19%

17%

12%

8%

17%

23%

20%

19%

13%

8%

Under 30K

30K < 500K

500K+

0% 20% 40% 60% 80% 100%

17%

36%

48%

17%

35%

48%

17%

40%

44%

19%

33%

47%

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

• Community size was very consistent with the distribution from the 2010 study, but there were slightly more people residing in urban parts of the GTA this year.

Market Probe

86

Aboriginal Status / Years in Canada / Language Spoken

Q.22a/b/c/23Base: All respondents (2000 - 1007; 2005 - 1102; 2010 - 1100; 2015 – 600); Respondents who were not born in Canada (111). “Born in Canada”, “Years Lived in Canada” and “Aboriginal Status” are new in 2015.

English

French

Other

0% 20% 40% 60% 80% 100%

94%

1%

5%

86%

3%

10%

87%

3%

9%

88%

4%

8%

Primary Language Spoken at HomeBorn in Canada

2 years or less

3 to 5 years

6 to 10 years

More than 10 years

0% 20% 40% 60% 80% 100%

3%

5%

5%

86%

Years Lived in Canada

68%

32%

65%

35%

65%

35%

0% 20% 40% 60% 80% 100%

Yes

No

2015201020052000

81% 19%

YesNo

Aboriginal Status

4%

95%

YesNo

• More English-speaking people completed the phone survey compared with the previous studies, and the vast majority of respondents in 2015 were longtime residents of Canada.

Market Probe

87

Challenges in Using the Library

Q.23aBase: All respondents (2015 - 600). New questions in 2015.

That make reading difficult or challenging

That make visiting a library in person difficult or challenging

0% 20% 40% 60% 80% 100%

8%

7%

Have Physical or Health Conditions…

• About equal numbers of Ontarians have physical or health conditions that make reading difficult as have conditions that make visiting the library in person a challenge.

Market Probe

RESULTS FROM THE ONLINE SURVEY

Market Probe

Market Probe

USE OF THE PUBLIC LIBRARY

Market Probe

Market Probe

90

Characteristics of Closest Public Library

Q.1a/bBase: All respondents (1102).

Condition of Library Distance from Home

5 kilometres or less

6 to 10 kilometres

11 to 20 kilometres

More than 20 kilometres

Don’t know

0% 20% 40% 60% 80% 100%

70%

20%

5%

1%

4%

Inviting space

Okay, but could use some improvement

Not pleasant

Never been inside library

0% 20%

40%

60%

80%

100%

56%

28%

2%

13%

• Most of those who responded to the web survey live within 5 kilometres of their local library and find it to be an inviting place.







Market Probe

91

Library Cardholders

Q.1Base: All respondents (1102).

• Internet research panel members were less likely to report having a library card than those surveyed by phone.• Certain demographic groups were more likely to be cardholders than others: younger people, women, those with

children in the household, people born outside Canada, and those who reside in Metro Toronto or the GTA.



In-Person Bookstore UseNone 51%1-10 times 71%11+ times 72%

Online Book Vendor UseNone 59%1-10 times 71%11+ times 72%




Yes 86%No 66%



Age18-24 75%25-34 69%35-54 67%55+ 65%





68%31%

YesNo

Market Probe

92

Past Year In-Person Use of Public Library


• Despite the lower incidence of cardholders, the percentage of in-person library users was similar to the results of the phone survey.

• Those living close to a library and in the more densely populated parts of the Toronto area were most apt to report visiting the library in person in the past year.









Yes 94%No 67%





Distance to Closest Public Library<5 km 72%6-10 km 69%11+ km 52%


69%31%

YesNo

Market Probe

93

21+ times

11 to 20 times

6 to 10 times

1 to 5 times

0% 20% 40% 60% 80% 100%

16%

14%

17%

53%

Past Year Public Library In-Person Visit Frequency

Q.2Base: Past-year public library visitors (757).

• Web research panelists reported fewer in-person visits to the library than their phone survey counterparts.

• Numbers of visits were very different at both the upper (21+ times) and lower (1 to 5 times) ends of the scale, while in the middle the results were very consistent with the responses obtained by phone.

• Older people and those with lower incomes tended to be the most frequent past-year visitors, as well as those having close proximity to the library.




Have Internet AccessWork 15%Home 16%School 7%Library 23%Other 14%



Yes 26%No 15%


Age18-24 3%25-34 13%35-54 16%55+ 22%

Income<$35K 18%$35K - <$75K 19%$75K+ 12%



Market Probe

94

Consult a librarian

Renew an item

Reserve an item

Enquire / request changes to account

0% 20% 40% 60% 80% 100%

20%

9%

9%

6%

5%

Past Year Use of Public Library by Telephone / Text

Q.4/7Base: All respondents (1102).

Telephone / Text

• Overall, the proportion of the Ontario adult population accessing the public library by phone or text is comparable to the results from the phone survey; however, with the exception of account requests/changes, web panelists were less likely to indicate the specific types of activities they conducted by phone.









Yes 49%No 17%


Age18-24 20%25-34 15%35-54 23%55+ 18%




Telephone = 19%Text = 3%

Market Probe

95

20%

37%43%

11 or more times1 to 10 timesNot at all

Past Year Use of Public Library’s Website

Times Accessed Library’s Website in Past Year


Any Access of Library’s Website

• Not surprisingly, there are fewer web panelists than phone respondents who have not made any use of the library’s website in the past year.

• However, the percentage of frequent users (11 or more times) does not differ significantly across the two survey populations.














Market Probe

96

Check catalogue

Reserve an item

Renew an item

Download an item

Access other materialsvia library's website

Manage / make changes to library account

Consult a librarian by e-mail, chat or IM

0% 20% 40% 60% 80% 100%

57%

35%

29%

26%

14%

12%

9%

5%

Past Year Use of Public Library by Internet

Q.3/8aBase: All respondents (1102).

Internet

• Web panel respondents were more apt than phone respondents to report using the library’s website to check catalogues.

• For all other uses of the website, the percentages generally lined up with those of the telephone interviewees.

Market Probe

97

41%59%

YesNo

E-books fiction

E-books non-fiction

Digital movies

E-newspapers or journal articles

E-magazines

E-audiobooks

Digital music

E-local history or genealogy information

0% 20% 40% 60% 80% 100%

39%

28%

15%

14%

14%

9%

8%

6%

Specific Types of Electronic Resources Used on Library’s Website

Q.8a/bBase: All respondents (1102); those who checked the library’s online catalogue, downloaded an item, or accessed other electronic materials on the library’s web page (449).

Checked the Library’s Online Catalogue, Downloaded an Item, or Accessed Other Materials via

the Library’s Website

• More web survey respondents than phone respondents said that they had checked the library’s online catalogue, downloaded an item or accessed other materials via the library’s website.

• When this larger base size is taken into account, the proportion of the total population accessing the different electronic media is almost identical for the two populations that were surveyed.

Market Probe

98

Ways Users Access the Public Library

Q.2/3/4a/bBase: Library users (804).

• Higher library website usage on the part of panel respondents has made the cross-channel usage diagram below look different from the one produced for telephone respondents.

• In particular, this diagram shows more combined in-person/Internet users and fewer combined in-person/telephone and in-person-only users.

• The proportion of library patrons who reported using all three access methods, however, was not significantly impacted by survey method.

19%

0% 0%

23%3%

In-Person

Internet

Phone49%

5%

Market Probe

99

Past Year Public Library Interaction Through Social Media

Q.4cBase: All respondents (1102).

• Interacting with the library through social media is only slightly higher for the population surveyed by web versus phone and, once again, skews to the younger part of the population.

9%91%

YesNo










Age18-24 11%25-34 12%35-54 9%55+ 5%


Market Probe

100

Spouse/partner

Children

Others

0% 20% 40% 60% 80% 100%

45%

27%

19%

9%

Past Year Use of Public Library by Other Household Members

Q.5a/bBase: All respondents (1102).

Used by Others (net)

• Even though the percentage of respondents reporting that others in their household used the public library resembled the figure reported in the telephone survey, the relationship of those people to the respondent was quite different, with web respondents mentioning spouses/partners more frequently than children.








Yes 76%No 42%


Age18-24 50%25-34 46%35-54 50%55+ 39%



Income<$35K 25%$35K - <$75K 44%$75K+ 50%


Market Probe

101

Total Usage of the Public Library

Q.2/3/4a/bBase: All respondents (1102).

• The breakout of library usage at a household level was quite consistent across the two populations surveyed.

• The only significant difference is fewer web panelists reported that other household members used the library in the past year when they themselves did not. This was at least in part due to the fact that web panelists came from smaller households with fewer children compared with those interviewed by phone.

No One24%


Only3%


45%

Respondent Only28%Total Users = 73%

Market Probe

102

0% 20% 40% 60% 80% 100%

68%

34%

31%

24%

22%

20%

15%

14%

12%

10%

9%

Q.6a/bBase: Those who personally visited the public library (757); households where anyone used the public library (808).

Reasons for Personally Using the Public Library• At both an individual and household level, web panelists gave fewer reasons for using the public library than telephone

respondents. The ordering of the reasons turned out to be similar except that online respondents placed use of the library’s wireless network higher on the list and relaxing/socializing lower.

Borrow books, CDs, DVDs or other materials

Read or study

Get information on a topic of personal interest

Use the library's wireless network

Access the Internet using library computers

Access databases / other electronically stored info

Relax or socialize

Take a child to a program or activity

Attend a lecture, program, meeting or training session

Work assignment or keep up-to-date at work


75%

41%

33%

28%

28%

23%

19%

19%

14%

16%

20%

Total Household

Market Probe

103

90%

46%

43%

32%

31%

30%

22%

21%

18%

11%

11%

58%

24%

31%

20%

15%

19%

8%

12%

12%

9%

10%

0% 20% 40% 60% 80% 100%

Borrow books, CDs, DVDs orother materials

Get information on a topic ofpersonal interest

Read or study

Use the library's wirelessnetwork

Access databases / otherelectronically stored info

Access the Internet usinglibrary computers

Attend a lecture, program,meeting or training session

Relax or socialize

Take a child to a program oractivity


Work assignment or keepup-to-date at work

More than 10 past year in-person visits1 to 10 past year in-person visits

Reasons for Personally Using the Public Libraryby Frequency of Library Use

Q.6aBase: Frequent library users (225); infrequent users (532).

• Based on responses to the online survey, frequent in-person visitors to the library made more use of all library services than those who didn’t visit as frequently, and in most cases, the differences were significant.

Market Probe

USE OF ALTERNATIVE INFORMATION CHANNELS

Market Probe

Market Probe

105

Not interested

Get information from other sources

Prefer to buy / share books

Too busy

Don't read

Library services / materials aren't suitable / satisfactory

Library isn't accessible

Have own library / books

0% 20% 40% 60% 80% 100%

43%

28%

18%

16%

12%

6%

5%

5%

Total Reasons for Not Using the Public Library in the Past Year

Q.9a/bBase: Past-year public library non-users (298).Note: Mentions of 3% or more only. May total more than 100%, due to multiple mentions.

• For web respondents, the most frequently cited reason for not using the public library was that they were simply not interested, whereas phone survey participants were more apt to say they get information from other sources.

• Lack of interest is high among those with lower incomes and those who don’t read books.



Income<$35K 60%$35K - <$75K 37%$75K+ 45%



Market Probe

106

Experience Using the Library

• Similar percentages of library non-users from the telephone and web surveys said they had ever used the public library, but the proportion of all past and current users who had a negative experience was twice as high for the online group.

• For web survey takers, the most common complaint had to do with unfriendly or unhelpful library staff.

Type of Negative Experience

Staff aren’t friendly / helpful 21%Materials / books not available 14%It’s noisy / people are disruptive 14%Terrible return system / books returned but still fined late fees 13%Difficulties with computers / forgot pin # 6%Materials / books are damaged / ripped 6%Poor security 4%Difficulty getting card 3%I owe penalty fees 2%It’s overcrowded 2%Fine / fees are too high 2%Rooms aren't available 2%Other 12%

89%11%

Yes (%)No (%)

Ever used the public library

Had a negative experience

10%

90%

Yes (%)No (%)


Income<$35K 73%$35K - <$75K 88%$75K+ 96%





Q.9d/e/fBase: Past-year non-users of library (298); All users of library (1070); Had a negative library experience (112).

Market Probe

107

• As might be expected, web panel members are more likely than phone respondents to have Internet access at home or at work.

• They are no more likely, however, to access the Internet at other places around the community, including the library.• As was the case with the phone survey, those under the age of 25 form one of the library’s biggest Internet user

groups.

At home

At work

At other places in the community using wireless access

At other places in the community using a smartphone

At your public library

At school

0% 20% 40% 60% 80% 100%

99%

96%

59%

43%

40%

24%

15%

Ways Internet Was Accessed in the Past Year


Any access CardholderYes 32%No 6%






Yes 46%No 22%


Age18-24 39%25-34 29%35-54 25%55+ 16%




Market Probe

108

Search for specificinformation of interest

Use e-mail, a chat room or IM

To access the news

To access social networking sites

To stream movies, music or other types of entertainment

To download movies, music or other types of entertainment

To download books or magazines

To create content

0% 20% 40% 60% 80% 100%

99%

86%

84%

73%

56%

33%

24%

23%

6%

Use of Internet


Regular Use of Internet

Age18-24 70%25-34 69%35-54 58%55+ 43%

Age18-24 15%25-34 6%35-54 5%55+ 5%

• Not surprisingly, pretty well all web respondents are regular users of the Internet.

• Compared with telephone respondents who regularly use the Internet, web responders are more likely to access the news and use e-mail/chat/IM, but are less likely to stream or download items or create content.

Market Probe

109

Books Read in the Past Year

Q.13fBase: All respondents (1102).

• Web panelists tended to read fewer books in the past year than those who responded to the survey by phone, but the proportion of non-readers was consistent across the two populations.

• Women and those over the age of 55 are among the heaviest readers of books.

16+ books read

6 to 15 books read

1 to 5 books read

0% 20% 40% 60% 80% 100%

86%

27%

28%

31%

Any Books Read








Library Benefits -uTop 38%Middle 23%Bottom 11%


Age18-24 18%25-34 18%35-54 22%55+ 38%



LanguageEnglish 27%French 32%Other 7%


Market Probe

110

Format of Books Read in the Past Year

Q.13gBase: Read any books in the past year (946).

• Those who completed the online survey were somewhat more inclined to read books in electronic format than those who completed the phone survey.

• E-book usage was more common in Metro Toronto and urban portions of the GTA.

Mostly in electronic format

Mostly in hard copy

Both equally

0% 20% 40% 60% 80% 100%

17%

66%

18%






Market Probe

111

More than 10 times

6 to 10 times

1 to 5 times

None

0% 20% 40% 60% 80% 100%

12%

18%

51%

19%

• In the web survey, in-person bookstore use was a separate question from online use of book vendors, making comparisons to the telephone survey results invalid.

• Web panelists between the ages of 25 and 34 and those whose preferred language is not English or French appear to visit bricks and mortar bookstores less often than other segments of the population.

Past Year Bookstore In-Person Visit Frequency

Q.14cBase: All respondents (1102).





Age18-24 13%25-34 7%35-54 12%55+ 13%



Market Probe

112

More than 10 times

6 to 10 times

1 to 5 times

None

0% 20% 40% 60% 80% 100%

14%

14%

41%

31%

• The percentage of web panelists visiting book vendors online more than 10 times in the last year is similar to the percentage visiting physical bookstores the same number of times, but at the other end of the scale, there are more people not visiting online book vendors at all.

• Those with higher education and incomes were more apt to be frequent online book vendor users.

Past Year Online Book Vendor Visit Frequency

Q.14dBase: All respondents (1102).




Income<$35K 14%$35K - <$75K 12%$75K+ 18%




Market Probe

113

22%

47%

31%

Online vendor moreAbout the sameBookstores more

Frequency of Visiting Online Book Vendor vs. Bookstore

Q.14c/dBase: All respondents (1102).

• Comparing individuals’ answers to the previous two questions, nearly one-quarter of those surveyed indicated that they used online book vendors more frequently than actually going to a bookstore, while almost one-third indicated the opposite.

• Those who use online book vendors more include French-speaking Ontarians.





Income<$35K 21%$35K - <$75K 18%$75K+ 28%



Market Probe

114

Library vs. Bookstore Usage, In-Person and Online

Library only

Library more

Both equally

Bookstore more

Bookstore only

Neither0

5

10

15

20

25

30

9%

21%

26%

12%

21%

10%

13%15%

19%

10%

25%

18%

In-Person Usage Online Usage

• Comparisons of individuals’ reported frequency of using the library and bookstores in-person and online were made and are presented in the chart below.

• With regard to in-person usage, the largest group of respondents reported using the library and bookstores about equally, while for online usage, use of bookstores exclusively predominated.

• Interestingly, more people access both bookstores only and libraries only online as opposed to in-person (but in both cases, exclusive use of one over the other is much greater for bookstores than libraries).

Q.2/3/14c/dBase: All respondents (1102).

Market Probe

115

33%67%

YesNo

A desktop or laptop computer

A tablet

A smartphone

An e-reader

An iPod or MP3 player

0% 20% 40% 60% 80% 100%

88%

35%

22%

11%

4%

Accessing Library Resources Electronically

Q.8c/d/eBase: Those who checked the library’s online catalogue, downloaded an item, or accessed other electronic materials on the library’s web page (449); Respondents who did not use an e-reader to access resources from the library (1054); Those who own an e-reader but did not use it to access resources from the library (349).

Devices Used to Access Resources from the Library

• Desktop or laptop computers remain the most common devices for accessing the public library electronically, with smartphones and tablets also having been used by approximately one-quarter to one-third of online users, respectively.

• One-third of those who have not used an e-reader to access library resources actually own such a device, but of that group, fewer than one-third have ever attempted to use their e-reader to download books from the library.

E-reader ownership(among those who have not used an e-reader to

access library resources)

30% 70%

YesNo

Ever tried to download public library e-books

using an e-reader

Market Probe

116

Zinio

Hoopla

AskON

Indieflix

Freegal

0% 20% 40% 60% 80% 100%

27%

22%

15%

13%

13%

Familiarity and Use of New Electronic Channels

Q.8fBase: Those who checked the library’s online catalogue, downloaded an item, or accessed other electronic materials on the library’s web page (449).

Familiar with Channel

• Relatively few of those who use the library to access electronic materials said they were familiar with the different electronic channels or services some libraries offer.

• Zinio and Hoopla were most familiar to online library users, with the latter being accessed more through the library than elsewhere.

Accessed via Library Account

7%

9%

3%

1%

4%

Accessed Elsewhere

9%

2%

3%

2%

2%

Market Probe

ATTITUDES TOWARD THE PUBLIC LIBRARY

Market Probe

Market Probe

118

• Web panelists were not quite as concerned as telephone survey respondents about the impact a potential library closing would have on their community; still almost two-thirds thought that the impact would be major.

• Those predicting the biggest impact were located in certain areas, namely Northern Ontario, Southwest Ontario and non-urban parts of the GTA.

Impact of Public Library Closing on Community

Q.16a-bBase: All respondents (1102).

Major Impact

Minor Impact

No Impact at all

0% 20% 40% 60% 80% 100%

64%

29%

7%










Age18-24 51%25-34 62%35-54 62%55+ 72%





Market Probe

119

• Online survey participants were more apt to think closing of their local library would have a minor rather than a major impact on their family, whereas the opposite was true for those surveyed by phone.

Impact of Public Library Closing on Family

Q.16a-aBase: All respondents (1102).

Major Impact

Minor Impact

No Impact at all

0% 20% 40% 60% 80% 100%

32%

45%

23%









Yes 55%No 30%



Age18-24 21%25-34 25%35-54 35%55+ 36%



Income<$35K 23%$35K - <$75K 33%$75K+ 30%



Market Probe

120

Top of list

Middle of list

Bottom of list

0% 20% 40% 60% 80% 100%

33%

56%

11%

Benefit of Public Libraries Relative to Other Municipal Tax-Supported Services


• Where respondents placed the benefits the library delivers relative to other tax-supported services was very similar for the two populations surveyed.

• Consistent with the findings from the telephone survey, people under the age of 35 were less likely to appreciate the benefits of the public library compared to other municipal services.



Books Read in Past YearNone 19%1-5 23%6 -15 36%16+ 47%





Age18-24 22%25-34 26%35-54 34%55+ 38%


Market Probe

121

53

41

40

40

39

37

35

30

28

26

23

22

21

• Except for a couple of items near the bottom of the list, web panelists did not value the different services the library provides as highly as phone survey respondents did.

• The biggest difference of opinion between the two groups was with respect to early literacy programs.

Perceived Value of Library Services


21

27

26

27

30

33

29

40

38

45

43

45

47



Lender of materials


Reference centre

Place to study







Trainer in how to access info online



Market Probe

122

Value of Services by How Library RanksCompared to Other Municipal Tax-Supported Services

Mea

n S

core


0.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

9.0

10.0

0

1

2

3

4

5

6

7

8

9

10

Library at Top of List Library in Middle of List Library at Bottom of List

• This chart (which shows the average value scores of the different library offerings according to where the library was placed relative to other tax-supported services) resembles the chart generated for those interviewed by phone, except all lines on this chart appear lower on the scale, and the line in the middle is not quite as close to the top line as it was for the phone survey.

Market Probe

123

• As was the case with value perceptions, web panelists claimed that they and others in their households have made less use of most of the services compared to those surveyed by phone.

• The biggest gap in usage for the two populations was recorded for getting assistance in finding information.

0% 20% 40% 60% 80% 100%

55%

23%

20%

20%

16%

15%

10%

6%

6%

5%

5%

4%

3%

Past Year Usage of Library Services by Someone in Household


Lender of materials

Reference centre


Place to study

Help with school projects or homework



Training in how to access information online






Market Probe

124

Value & Usage Combined


0

40

80Assistance in f inding information





Lender of materials

Local history collectionsPlace to study


Reference centre



Training in how to access info online

Percent Valuing the Service Percent Using the Service

• The chart below, which plots percent of web respondents giving each service a 9 or 10 on the 10-point value scale along with the percent of households using the service in the past year, is very similar to the corresponding chart for the phone survey.

• The biggest difference between this pattern and the corresponding one for those surveyed by phone is that, for phone respondents, there was no gap between value and usage when it came to assistance in finding information.

0

40

80Assistance in Finding Information

Early Literacy Programs

Focal Point or Meeting Place


Information for the Unemployed

Lender of Materials

Local History CollectionsPlace to Study

Reference Centre



Support for School Projects or Homework

Training in How to Access Info Online

Market Probe

125

7.3 7.5 7.7 7.9 8.1 8.3 8.5 8.7 8.96.2

6.4

6.6

6.8

7.0

7.2

7.4

Lender of Materials

Reference Centre


Meeting Place

Early Literacy Programs

Place to Study

Local History Collections

Training in How to Access Info

Information for Unemployed


Assistance in Finding Info


Support of School Projects/Homework

Relative Value of Services to Users and Non-Users


Valu

e to

Non

-Use

rs o

f Eac

h Se

rvic

e

Value to Users of Each Service

• The chart below depicts relative value of each service, according to whether or not a household member used that service in the last year. The centre point of the x and y axes have been designed to represent the mid-point of user and non-user ratings, respectively, and the dotted line indicates points at which the relative value to users and non-users would be the same.

• Lying furthest from the equal relative value line, services to new Canadians and support for school projects / homework are of higher relative value to non-users of these services than users of them, while the opposite is true for resources for small business and use of the library as a meeting place.

Market Probe

126

A program that allows people to try out the newest tech devices or applications, such as 3D printers or laser cutters

Library kiosks located throughout the community where people can check out books, movies or music without having to go to the

library itself

A personalized online account that gives you recommendations based on your past library activity

A cell phone app that allows you to access library services from your mobile phone

An online research service where you could pose questions and get responses from librarians

A cell phone app that helps you locate material easily in the library using GPS

E-book readers already loaded with the book you want to read

Instruction on how to use handheld reading devices and tablets

Classes on how to download library e-books to handheld devices

A digital media lab where you could create and upload new digital content like your own movies or e-books

The Likelihood of Using Library Services

• Online survey participants were asked their likelihood of using some new services libraries are either offering or thinking of offering in the future. Interest in these concepts varied, in many cases based on age.

• There were very few suggestions made for other services over and above those shown.

Other Services Library Should Provide

More selection of materials / updated materials 2%

Computer / Internet skills / technical devices 2%

For kids / students 2%

Educational courses / lectures / seminars / community events 2%

Hobbies / special interests 2%

Quiet space / reading / sitting areas 1%

More online services, i.e. card renewals / book / material reserving

1%

They do a good job 7%

Other 16%

No comments / suggestions 65%

19%

15%

15%

16%

10%

12%

12%

9%

9%

7%

36%

35%

35%

29%

33%

27%

26%

26%

24%

24%

55%

50%

49%

44%

44%

39%

38%

35%

33%

31%

Very Likely Somewhat Likely Total

64% 46%

57% 39%

61% 39%

62% 24%

43% 37%

54% 19%

45% 34%

31% 40%

30% 38%

42% 21%

By Age 18-34 55+

Q.13c/dBase: All respondents (1102).

Market Probe

127

Best Way to Inform about What’s Going On at the Library

Q.13eBase: All respondents (1102).

0% 20% 40% 60% 80% 100%

66%

51%

45%

35%

34%

30%

26%

19%

8%

Email

Articles in the local paper

Information on the library's website

Social media

Notices at the library

Notices in community centres or other public places

Inserts with your tax bill or other local government mailings

Notices in schools

Talks/presentations to community groups

• Panel members were asked to identify the best ways to inform them about what’s going on at their local public library.• Email, articles in the local paper, and information posted on the library’s website received the greatest numbers of

mentions, in general, with younger people also favouring social media.

59% 73%

40% 63%

36% 48%

46% 22%

31% 34%

28% 32%

20% 32%

21% 12%

6% 12%

By Age 18-34 55+

Market Probe

128

Believability of Positioning Statements


• Four of the positioning statements tested with online respondents garnered stronger agreement than the rest.• There was least support for libraries providing information that would help people better understand political issues.

0% 20% 40% 60% 80% 100%

56%

54%

50%

46%

34%

32%

31%

30%

29%

28%

26%

26%

25%

19%

Public libraries are important because they promote literacy and a love of reading

By providing free access to materials and resources, the public library plays an important role in giving everyone a chance to succeed

Having a public library improves the quality of life in a community

Public libraries are welcoming, friendly places

The public library is the only affordable place where the average Ontarian can go for information

Public libraries provide many services people would have a hard time finding elsewhere

The public library provides valuable resources to increase health literacy within the communities it serves

The public library is the best place for people of all ages to go to pursue lifelong learning

Public libraries have done a good job of keeping up with new technologies

The public library serves as an important meeting place and focal point within the community

The public library is continually expanding the services it offers

It is very easy to find whatever you are looking for at the public library

Now that information is available from so many different sources, people need public libraries more than ever

By providing access to information from a wide variety of sources, public libraries promote an understanding of political issues

% Strongly Agree

Market Probe

DEMOGRAPHIC PROFILE OF RESPONDENTS

Market Probe

Market Probe

130Q.A/BBase: All respondents (1102).

Respondent Age / Gender

Respondent Age Gender

18 to 24

25 to 34

35 to 54

55+

0% 20% 40% 60% 80% 100%

12%

16%

38%

35% Average Age46

Male

Female

0% 20% 40% 60% 80% 100%

48%

52%

• Since quotas were placed on age and gender, these numbers exactly match those from the telephone survey.

Market Probe

131

5 or younger

6 to 10

11 to 14

15 to 17

0% 20% 40% 60% 80% 100%

22%

8%

8%

6%

8%

Number in Household / Presence of Children in Household

Q.20/21a/bBase: All respondents (1102).

Any Children

Number in Household Presence of Children in Household

One

Two

Three or more

0% 20% 40% 60% 80% 100%

18%

40%

41%

Average Number2.6

• Compared to the phone survey, there were significantly fewer households with three or more people and households with any children (especially under the age of 15).

Market Probe

132

• In contrast to the telephone survey, the web panel was comprised of fewer people who only completed elementary or high school and more who went further in college or university, but the differences in reported household income were not as dramatic.

Elementary school

Some / completed high school

Some univ/college

Graduated univ/college

Post graduate studies

0% 20% 40% 60% 80% 100%

12%

1%

11%

71%

18%

53%

16%

Education / Total Annual Household Income


High School or Less

University/College

Education Total Annual Household Income

Under $35K

$35 < $75K

$75K+

Refused

0% 20% 40% 60% 80% 100%

9%

30%

39%

21%

Market Probe

133

Ontario Region / Community Size

Base: All respondents (1102).

Community SizeOntario Region

GTA Urban

Metro Toronto

Eastern

Southwestern

GTA Ex-urban

Northern

0% 20% 40% 60% 80% 100%

29%

22%

20%

16%

8%

5%

Under 30K

30K < 500K

500K+

0% 20% 40% 60% 80% 100%

9%

26%

64%

• Web survey respondents were more likely than phone respondents to come from Metro Toronto and urban parts of the GTA, and less likely to come from Ex-urban GTA, and Southwestern and Northern Ontario. These differences also caused community size to skew larger.

Market Probe

134

Aboriginal Status / Years in Canada / Language Spoken

Q.22a/b/c/23Base: All respondents (1102); Respondents who were not born in Canada (259).

English

French

Other

0% 20% 40% 60% 80% 100%

88%

7%

5%

Primary Language Spoken at HomeBorn in Canada

2 years or less

3 to 5 years

6 to 10 years

More than 10 years

0% 20% 40% 60% 80% 100%

2%

8%

10%

80%

Years Lived in Canada

76% 24%

YesNo

Aboriginal Status

1%

99%

YesNo

• More web panelists than phone respondents were foreign born and have lived in Canada for fewer years. The web panel also contained more members of French-speaking households, but fewer individuals claiming Aboriginal status.

Market Probe

135

Challenges in Using the Library

Q23aBase: All respondents (1102).

That make reading difficult or challenging

That make visiting a library in person difficult or challenging

0% 20% 40% 60% 80% 100%

4%

5%

Have Physical or Health Conditions…

• Fewer web panelists than telephone respondents had challenges that made reading difficult. The difference between the two populations was not as significant with regard to having difficulties visiting the library in person.

Market Probe

The Federation would like to thank the Ontario Ministry of Tourism and Culture

for the historical data

Market Probe

guelph staff presentation

Government & Nonprofit