Marketing the Millennials: What They Expect From Their Library Experience Patricia M. Duck and Randi...

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Marketing the Millennials: What They Expect From Their Library Experience

Patricia M. Duck and Randi Koeske

University of Pittsburgh at Greensburg

April 8, 2005

A Short Quiz to Start…

Who Are the Millennials?

• Those students born after 1981

• Also known as:– Generation Y– Echo Boom– 14th Generation

• 80 million plus: a generational wave?

How Many?

Millennial Characteristics

• Confident, optimistic and intelligent• Team and rule-oriented: conformists• Most ethnically diverse• Visually oriented• Easily bored• Prefer active learning exercises• Demanding: have high expectations

Academic Expectations

• Prefer subjects in which they can measure progress: technology, economics, social sciences

• Cutting edge facilities

• Geared toward doing research only on the Internet

What are UPG Student’s Expectations?

• Who we are: small regional campus library

• Part of the University of Pittsburgh Library System

• About 1900 undergraduate students– 70% commuter, 30% resident

• 20 majors

UPG Campus Survey: Fall 2003

• A student-generated survey developed by Dr. Randi Koeske and senior psychology students

• Based on the College Student Experience Questionnaire (CSEQ) and the National Survey of Student Engagement (NSSE)

• Special version: Library Experiences at UPG

Library Experiences at UPG

• Four sections:– Section 1: 30 questions on what they did in the

library

– Section 2: 10 questions assessing students attitudes toward library services

– Section 3: 4 questions on how much time students spent in the library and in what areas

– Section 4: 10 questions related to library instruction

Crunching the Numbers

• 202 participants on campus

• 80% were millennials; 20% Gen X’ers

• 54.5% commuters 45.5% residents

• Data input and run through SPSS by psychology students

Most Frequently Reported Library Responses

• 71% of students had received library instruction

• 92.3% agreed that the library staff was friendly and willing to help

• 79.2% of students used the library for study• Most frequently reported library experience:

using an internet search engine not provided by the University to find information for a class

Attitudes Towards Library Services

• Section 2 of the survey: 10 questions

• Attitudes = expectations of the user

• Were we meeting millennials expectations?

• Was there a difference between identified groups?

Question 1. If the library stayed open more hours, I would use it more.

Question 2. If the library had an area for refreshments, I would spend more time there.

Figure 1 - UPG Library Experiences

Question 3. I would make use of library facilities for wireless computing or plugging in laptops if

they were available.Question 4. I feel more comfortable in the library

than anywhere else on campus.

Percent

Strongly disagree

Disagree

Uncertain

Strongly Agree

Percent

Strongly disagree

Disagree

Uncertain

Strongly Agree

Percent

Strongly disagree

Disagree

Uncertain

Strongly Agree

Percent

Strongly disagree

Disagree

Uncertain

Strongly Agree

Figure 1 - UPG Library Experiences - continued

Question 5. The library staff members are friendly and willing to help.

Question 6. The library staff members are knowledgeable and able to help.

Question 7. I don't know who to approach at the library to help me find information.

Question 8. PittCAT is a confusing or difficult system to use.

Percent

Strongly disagree

Disagree

Uncertain

Strongly Agree

Percent

Strongly disagree

Disagree

Uncertain

Strongly Agree

Percent

Strongly disagree

Disagree

Uncertain

Strongly Agree

Percent

Strongly disagree

Disagree

Uncertain

Strongly Agree

Figure 1 - UPG Library Experiences - continued

Question 9. Pitt's electronic journal database is a confusing or difficult system to use.

Question 10. It should be possible to access all library materials from off campus by logging in

with a Pitt username, even if you don't use Stargate as your internet provider.

Percent

Strongly disagree

Disagree

Uncertain

Strongly Agree

Percent

Strongly disagree

Disagree

Uncertain

Strongly Agree

Some Statistical Differences Between Groups

• ANOVA analysis– Resident status (commuter vs. resident) and class

(freshman vs. senior)

• Question 10– p=.000 for status and .007 for class

• Question 1– p=.018 for status

Results of Library Experiences at UPG

• Little or no difference between millennials and Gen X’ers

• Expectations concerning libraries center more on comfort and technological issues rather than facility issues

• Confirm that millennials are technologically savvy

• Visual orientation and short attention spans may hinder their efforts in doing research

• Introduction of Zoom!• Virtual intranet to access all materials

from off campus• Installation of a soda pop machine• Hosting “regular” campus events in the

library• Development of better instruction

methods for online databases

New Initiatives at UPG

Thank you for your attention!

Patricia M. DuckUniversity of Pittsburgh at GreensburgMillstein Library1150 Mt. Pleasant Rd.Greensburg PA 15601pmd1@pitt.edu

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