Marie L. Radford, Ph.D. Associate Professor Rutgers, The State University of New Jersey
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Transcript of Marie L. Radford, Ph.D. Associate Professor Rutgers, The State University of New Jersey
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Marie L. Radford, Ph.D.Associate Professor
Rutgers, The State University of New Jersey
Lynn Silipigni Connaway, Ph.D.Senior Research Scientist
OCLC
Reference Renaissance 2010, August 8-10, 2010
Chattin’ ‘bout My Generation: Virtual Reference Use from Millennials to Boomers
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Seeking Synchronicity: Evaluating VR Services from User, Non-User, & Librarian Perspectives
IMLS, Rutgers, OCLC funded Focus group interviewsTranscript analysis (850)Online surveys (496)
175 VRS librarians, 184 VRS non-users, 137 VRS users
Telephone interviews (283)100 VRS librarians, 107 VRS non-users, 76 VRS users
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• Born 1979 - 1994• Net Gen• EchoBoomers• Gen Y
• 75 million people• Socially networked environment • Different communication & information-seeking behaviors
The Millennials
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Screenagers/Digital Natives
• Youngest of Millennials• Born 1988 -1994• Technology affinity• Expect instant access
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Focus Groups with Screenagers
Prefer • Google• Other search engines• Browse web • Ask friends• Or find information
themselves
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Focus Groups with Screenagers - More
• Never used phone to call a librarian for homework help
• Unaware that their library had phone reference service
• None would ever email a librarian
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Focus Groups – Reasons For Not Using VRS
• IM for socializing, not for serious pursuits
• Unaware VRS existed• Fear chat librarians would
ignore them, not understand or not care about their information needs
• Serious privacy & security concerns
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Online Survey Results – VRS Users & Non-Users
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Chat Least Intimidating to VRS Users
Millennials (N=49) Older Adults (N=88)
70
80
4%
14%
14%6% 0%
16%
5%
33%
047%
01020304050607080
Chat Email FtF Text Phone
"I am least intimidated by"
Millennial VRS UsersAdult VRS Users
Chat Email FtF Text Phone0
1020304050607080 76%
14%
4% 6%0%
47%
33%
16%
0%5%
"I am least intimidated by"
Millennial VRS UsersAdult VRS Users
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Recommendation Important to VRS Users
Millennials (N=49)
• Used VRS because recommended
• Recommended VRS more than older adults
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Why Users Don’t Always Choose VRSMillennials (N=49)
• Unhelpful answers• Non-subject specialists• Slow connections• Scripted messages• Cold environment
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What Would Attract Users to VRS More Frequently?
Millennials (N=49)
• Faster & easier software• Personalized interface• More service hours• Kiosk & cybercafe access• Experienced, friendly, tech-savvy librarians
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Why Don’t Non-Users Choose VRS?Millennials (N=122)
• Don’t know it is available• Believe librarian couldn’t
help• Lack of 24/7 service• Satisfied w/ other info sources
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Face-to-Face Preference (FtF)Non-Users Online Survey (N=184)
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FtF vs. Other Formats: Non-Users Online Survey
Millennials (N=122)
49%(60)
27%(33)
12%(15)
12%(15)
0%
10%
20%
30%
40%
50%
60%
FtF Email Text Phone
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“The Library is convenient” Non-Users Online Survey (N=184)
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“Remote access is important” Non-Users Online Survey (N=184)
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Personal Relationships ImportantValue Interactions with Specific Librarians Non-Users Online Survey (N=184)
24% 24%
43%
51%
0%
10%
20%
30%
40%
50%
60%
Importance of Relationship Value Interactions
Millennials Older Adults
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Librarian Friendliness & Politeness Valued
Non-Users Online Survey (N=184)
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Reasons for Not Choosing VRSNon-users Online Survey
• Fear questions might annoy librarian
• Don’t believe librarian can help
• Didn’t know VRS existed• Satisfied with other
sources By Flickr® user RodBegbie http://www.flickr.com/photos/groovymother/3970469139/
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Reasons to Use VRSNon-Users Online Survey
• Non-users might try VRS • If they could receive information quickly • 24/7/365
By Flickr® user mag3737 http://www.flickr.com/photos/mag3737/452838421
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Reasons for Not Choosing VRS Non Users Phone Interviews
Unaware VRS existed or how to access:“I think I am unfamiliar with it… I stray
away from the unknown I guess.” (Millennial)
“I don’t know how to access computer library service. When I need to look something up I use Google.” (Older Adult)
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Reasons to Use VRSNon-Users Phone Interviews
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Most important for success
• Accuracy• Correct answers• Convenience• Delivery
Summary of Results Online Surveys & Phone Interviews
Highly Valued• Knowledgeable• Positive attitude• Communication skills
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• Unaware of service• Convenience important• Prefer FtF• Online sources more
convenient• Satisfied with other
sources• May use if available 24/7
Discussion & Implications
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Millennials• Value convenience &
online access (sources & services)
• Value friendliness• Concerned questions
annoying
Discussion & Implications Millennials vs. Older Adults
Older Adults• Chat too complicated• Typing skills not adequate
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Encourage Future Users – What We Can Do
• Creative marketing • Promote range of options &
convenience• Teach VR in Info. Literacy
• Observe their use patterns
• System development
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Recognize & Respond to User Differences & Preferences
• Different generations = different behaviors
• Personalized interfaces• Emphasize personal service
• Build positive relationships FtF, phone, or online
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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.
• Project web site: http://www.oclc.org/research/activities/synchronicity/default.htm