Wisconsin Survey: Users Like Current Library Service, Wary of New Initiatives

Jennifer Pinkowski -- Library Journal, 08/07/2007

Wisconsinites support libraries even when they don’t actually use them, according to a recent statewide survey of 627 residents commissioned by the Wisconsin Public Library Consortium. In the survey, Wisconsin Library User (and Non-User) II polled an equal number of library users and non-users about a range of issues, finding 97.1 percent of the former are "somewhat" or "very" satisfied with their public library, while 79.1 percent of the latter feel the same way.

While the report says "this confirmation of goodwill… bodes well," it also warns that respondents in both groups show little enthusiasm for downloadable e-books, audiobooks, or movies, or to be able to get research questions answered on the phone 24/7 or through instant messenger. They do want wireless Internet access at the library.

Among the findings:
--Non-users think the public library is an essential part of the community, even if they themselves don’t find their own personal "quality of life" enhanced. Users and non-users agree that libraries are an "essential service" for children; but non-users considered libraries less crucial for adults. Non-users are half as likely to support a referendum to increase funding for their local library.

--Libraries remain a physical, rather than virtual, destination for most Wisconsin patrons. While 64.1 percent of library users have never accessed public library resources from an offsite computer, more than 71 percent have Googled a research question in the past four months. This suggests "there is room for promotion for the library’s online presence," the report notes.

--Compared to the average non-library-user, the prototypical Wisconsin library user is more likely to be a woman in her mid-30s who is online everyday, very comfortable with computers, and visits the library near her home to check out items for "personal enjoyment." She is also more likely to be a voter.

This is the second statewide survey the consortium has done; the first was conducted in 2003. Overall, little has changed. More users say libraries deserve more support (51.8 percent versus 45.6 percent), yet fewer non-users say so (29.8 percent versus 32.8 percent). "The ‘brand’ of the Wisconsin library is strong," the report observes. "Things that seem ‘off-brand’ (such as being able to check out MP3 players from a library) may be unappealing. The strength of the brand is perceived consistency, and that perception of consistency could be more highly valued than appreciation of innovation." Both surveys were conducted by Morrill Solutions Research, a Madison-based research firm.