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Measuring Impact and Understanding Critical Factors for Millennial Generation and Adult Non-Users of Virtual Reference Services

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Measuring Impact and Understanding Critical Factors for Millennial Generation and Adult Non-Users of Virtual Reference Services Marie L. Radford Rutgers University School of Communication and Information 732-932-7500 x8233 [email protected] Lynn Silipigni Connaway OCLC, Inc. OCLC Research, 6565 Kilgour Place Dublin, OH 43017 (303) 246-3623 [email protected] "I Stay Away from the Unknown, I Guess," Measuring Impact and Understanding Critical Factors for Millennial Generation and Adult Non-Users of Virtual Reference Services Note: This is a pre-print version of a paper forthcoming in the iConference 2010 Proceedings. Please cite the published version; a suggested citation appears below. Correspondence about the article may be sent to the authors at [email protected]. © 2010 OCLC Online Computer Library, Inc. 6565 Kilgour Place, Dublin, Ohio 43017-3395 USA http://www.oclc.org/ Reproduction of substantial portions of this publication must contain the OCLC copyright notice. Suggested citation: Radford, Marie L., and Lynn Silipigni Connaway. 2010. "'I Stay Away from the Unknown, I Guess,' Measuring Impact and Understanding Critical Factors for Millennial Generation and Adult Non-Users of Virtual Reference Services." iConference 2010 Proceedings. Pre-print available online at: http://www.oclc.org/research/activities/synchronicity/reports/iconference2010paper.htm. Radford & Connaway: "I Stay Away from the Unknown..." 1. INTRODUCTION 2. DATA COLLECTION AND ANALYSIS Although research on Virtual Reference Service (VRS) users has Online survey and telephone interview questions emerged from proliferated since its beginnings in 1999, a negligible amount is the analysis of the focus group interviews and the chat transcripts. known about non-users and the reasons why they do not select Non-users (those who had never used VRS, but may be using VRS for their information needs. The international study Instant Messaging (IM) or chat for social or business purposes “Seeking Synchronicity: Evaluating Virtual Reference Services and may also be users of physical or digital libraries), were from User, Non-User, & Librarian Perspectives”i investigated recruited for both the online survey and telephone interviews critical factors in selection, use, and satisfaction of synchronous, through a variety of methods including university email listservs live chat services. The project involved several data collection and posting of flyers. techniques (transcript analysis, focus group interviews, online surveys, individual interviews) using quantitative and qualitative methodologies. The project’s four phases involved: focus group interviews; online surveys; telephone interviews with VRS users, VRS non-users completed 184 online surveys and 107 telephone ii non-users, and librarians; and analysis of 850 QuestionPoint live interviews featuring quantitative and qualitative questions. Data chat transcripts. This paper reports results from online surveys was collected from 6/2007 to 3/2008. The team used descriptive and telephone interviews for non-users. statistics for quantitative data and grounded theme analyses [7] and the Critical Incident Technique (CIT) [8] for qualitative data. Theoretical frameworks from [1] and [2] as applied to face-to- face (FtF) [3,4] and chat [5,6] reference encounters were used to 3. DEMOGRAPHICS FOR ONLINE develop research questions and to guide survey instrument development and data analysis. These research questions also SURVEYS AND TELEPHONE developed from the project’s focus group and transcript analysis INTERVIEWS results and from the literature review: The majority of online survey and phone interview participants What are VRS non-users’ communication and were Caucasian, female, used public libraries, and suburban information-seeking preferences? libraries, but had not tried live chat VRS. Focus group and transcript analysis revealed generational differences, so data for What factors would influence non-users decisions to use iii VRS? Millennial generation (12 - 28 years old) respondents (aka Generation X, Net Gen) was compared to older adults (29+)iv. What are critical factors in successful reference (See Tables 1 and 2). encounters? What is the relative importance of getting an information/answer vs. how one is treated in determining success? http://www.oclc.org/research/activities/synchronicity/reports/iconference2010paper.pdf Page 2 of 9 Radford & Connaway: "I Stay Away from the Unknown..." Table 1: Millennial Demographics Online Surveys & Table 2: Older Adult Demographics Online Surveys & Telephone Interviews (N=195) Telephone Interviews (N=95) Total % Total % Gender Gender Female 124 64% Female 72 76% Male 71 36% Male 23 24% Age Age 12-14 23 12% 29-35 20 21% 15-18 59 30% 36-45 26 27% 19-28 113 58% 46-55 27 28% 56-65 15 16% Ethnicity 65+ 7 7% African American 16 8% Asian/Pacific Islander 37 19% Ethnicity Caucasian 127 65% African American 6 6% Hispanic/Latino 8 4% Asian/Pacific Islander 3 3% Native American 2 1% Caucasian 79 83% N/A 1 1% Native American 1 1% Other 4 2% Other 4 4% N/A 2 2% Types of Library Academic 35 18% Type of Library Public 90 46% Academic 17 18% School 70 36% Public 76 80% School 1 1% Location Special 1 1% Urban 73 37% Rural 12 6% Location Suburban 110 56% Rural 6 6% Suburban 56 59% Urban 33 35% http://www.oclc.org/research/activities/synchronicity/reports/iconference2010paper.pdf Page 3 of 9 Radford & Connaway: "I Stay Away from the Unknown..." 4. QUANTITATIVE RESULTS ONLINE As Figure 2 shows, 49% (60) of Millennials enjoyed FtF above email (27%, 33), phone (12%, 14), or texting (12%,15) for SURVEY reference as exemplified below: 4.1 Online Surveys Demographics “I believe the face-to-face format helped my experience Of 184 online survey respondents, 66% (122) were Millennials to be successful. This is because the interaction was far and 34% (62) were older adults. As noted above, the majority for more personal, I was able to clearly state my question both groups were female, Caucasian, and used public libraries and and get immediate feedback or answers. She was able suburban libraries. to clarify what it was that I was looking for and was there waiting for me to come back if I had any trouble 4.2 Reference Experience finding what I needed once she had given me the In addition to FtF interaction, participants reported use of other locations of what I was looking for.” (Millennial) modes with 28% (52) having used the telephone, 19% (35) email, and 2% (3) IM reference. Phone reference was used by 78% (95) “I have nothing truly against chat reference services, so of Millennials versus 60% (27) of adults. (See Figure 1.) I may use it in the future, but I will probably always Figure 1: Experience with Reference Modes: Non-User Online rely on the face-to-face services as my main form of Survey (N=184) information seeking.” (Millennial) 30% 25% Texting 28% 12% 20% 52 15 15% 19% 35 FtF 10% Email 27% 49% 2% 5% 33 60 3 0% Phone Telephone Email IM 12% 14 When asked about their preferences 81% (N=50) of adults and 71% (N=87) of Millennials were partial to FtF, as illustrated below: “Most recently I wanted to read about an actor that I really enjoy. I got into a conversation with the librarian Figure 2: FtF Preferred by Millennials: Non-user Online about him and she was able to locate a number of books Survey (N=122) on him, including his memoirs…she suggested that I check with videos to see what might be available and “I most enjoy using” again she assisted in finding at least half dozen that I was able to borrow…this experience gave me a great weekend in addition to some very enjoyable reading material … In this particular circumstance having a face-to-face enabled us to share a more personable and 4.3 Email Reference Least Intimidating friendly exchange of information.”v (Adult) Millennials most enjoyed FtF reference, but 51% (62) reported being less intimidated by email, followed by FtF (20%, 24), texting (17%, 21), and telephone (12%, 15) (see Figure 3). “I used face to face format because I think it is more direct and you are more likely to get an answer quicker, plus you are right there so you can learn things like about different reference websites. It did help by experience to be successful I feel that if you talk to someone face to face it is more personal and more helpful.” (Millennial) http://www.oclc.org/research/activities/synchronicity/reports/iconference2010paper.pdf Page 4 of 9 Radford & Connaway: "I Stay Away from the Unknown..." information you need, but I think you potientially missing connections a library creates. In my business Texting FtF experience, email can only take you so far. Conference 17% 20% calls and face to face meeting provide the connections 24 21 that emails can often destroy. Service should never be an either/or situation. Personal contact and computer Phone 12% interface connections should exist together.” (Adult) 15 Email 51% 62 “I was at mymy town’s public library, and there is this one lady who works in the Reference department…One time, I needed some books and she looked it up for on the computer and said that this library didn’t have the Figure 3: Email Least Intimidating to Millennials: Online book, but another library did. She wrote down the Survey (N=122) information for me…This lady is very helpful, she makes you feel like she actually wants to help you and “I am least intimidated byby”” goes onto the computer, looks up the subject you’re 4.4. Convenience working on, and finds the books for you, and if the Responding to the statement: “The library is convenient,” 76 book(s) isn’t there, she’ll help you request it. Other (87%) of the 87 Millennials and 40 (78%) of the 51 adults librarians don’t offer this same help.” (Millennial) answered positively.positively. However, somesome participants comcommentedmented that 4.7 Friendliness/Politeness online sources are more convenient: 69% (28) of the Millennials (N=41), and 29% (4) of older adults (N=14), valued the FtF librarians’ friendliness and politeness.
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