Post on 29-Jan-2016
Click, Call, or Come on In! Connecting to Millennials in FtF & VR Encounters
R U Communicating? Speaking the Language of MillennialsACRL, University Library Section
ALA Annual Conference Saturday, June 28, 2008, Anaheim, CA
Marie L. Radford, Ph.D.Associate Professor, Rutgers University, SCILS
E-mail: mradford@scils.rutgers.edu www.scils.rutgers.edu/~mradford
Seeking Synchronicity:
Evaluating Virtual Reference Services from User, Non-User, and Librarian Perspectives
Project duration: 2 ½ Years (10/05-3/08)
Four phases:I. Focus group interviews
II. Analysis of 850 QuestionPoint live chat transcripts
III. 496 online surveys
IV. 283 telephone interviews
Interpersonal Communication in Academic Reference Encounters
Complex Interaction Reference Environment
High Tech Different Formats
(e-mail, chat, IM, phone, FtF etc.)
Rapid Change Time Constraints Diversity of Users
The Millennial Generation
May be most studied generation
4x amount of toys
than Boomers
Born digital
Can’t remember life w/o computers
Millennial Preferences & Characteristics (Sweeney, 2008)
50 focus groups,identified 24 characteristics
“The challenge to libraries…is to match services to Millennial Characteristics and needs, and not just continue old ways.”
Youngest - most likely to display Millennial characteristics
Millennials, Screenagers, Digital Natives
Implications for academic libraries?
For traditional & virtual services?
Expectations: 2 Views
Students- Short-term objective
- Immediate gratification
- Expects to use less effort than actually required
- Technological Idolatry
Librarians - Long-term objective(s)
- Creation of “Independent User”
- Instruction Opportunity
- Expects good attitude & effort
Multiple Demands on the Library (Connaway, de Gaia, & Radford, 2007)
Traditional Library Environment
Baby Boomer Preferences
Millennial Preferences
Requires patience Want it now Want it now
Metasearch Full text Full text
Complexity Simplicity Simplicity
Logical, linear learning Logical, linear learning Multi-tasking
Largely text based Largely text based Visual, audio, multi-media, online text
Learn from the expert Learn from the expert Figure it out for myself
Convenience Seekers
Major consideration in information seeking
Low tolerance for complex searching
Prefer online resources to print
Prefer click to brick
Variety of services (FtF and online)
Mobile Information Seekers
Phone major part of information behavior
Promote phone
reference
Practical
“Students do not want to learn how to use a library – they want to get their work done!”
(Robert H. Kieft, 1995)
Expect Personalization
They like interacting with a known, friendly librarian!
Seek flexibility
May prefer FtF
interaction
Independent in Information Seeking
Google & Wikipedia
Web surfing
Learn by trial & error
Impatient
Will ask family & friends
Speed concerns
Just the Facts – Info Quality Concerns
Accuracy
Subject specialist
Want specific information
Improving Communication with Millennials
Build positive interpersonal relationships 1 person at a time Whether FtF, phone, or online User may need reassurance
Promote full range of reference options
Provide support for independent learning.
More Ways…
Don’t force instruction! Try show & tell.
Market online resources as timesaving.
Outreach – FtF & Online. Encourage, mentor, & learn from them. Enjoy them!
End Notes
This is one of the outcomes from the projectSeeking Synchronicity: Evaluating Virtual Reference
Services from User, Non-User, and Librarian Perspectives
Funded by IMLS, Rutgers University, & OCLC Online Computer Library Center, Inc.
Special thanks to Lynn Silipigni Connaway, Patrick Confer, Timothy Dickey, Jocelyn DeAngelis Williams, Julie Strange, & Janet Torsney.
Slides available at project web site: http://www.oclc.org/research/projects/synchronicity/
Questions?
Marie L. Radford, Ph.D. Email: mradford@scils.rutgers.edu www.scils.rutgers.edu/~mradford