Santa Clara County Library

(1)

Santa Clara County Library

Research Summary Report

Prepared By:

OrangeBoy, Inc.

1042 Ridge Street Columbus, OH 43215 800-507-4834 orangeboyinc.com

(2)

2

Table of Contents

Executive Summary... 4 Study Facilitators ... 5 Planning Team ... 6 Methodology ... 7 Non-User Research ... 7 Database Analysis ... 7

Market and Community Analysis ... 7

Cardholder Cellular Phone Test Survey ... 7

Non-User Telephone Survey ... 8

Cluster Development ... 8

Strategic Recommendations ... 8

User Research ... 9

Online User Survey ... 9

Cluster Development ... 9

Non-User Research Study Findings... 10

Database Analysis ... 10

Findings ... 10

Market and Community Analysis ... 11

Service Area Findings ... 11

Out of Service Area Findings ... 12

Non-User Telephone Survey ... 13

Findings ... 13

User Research Study Findings ... 15

Online User Survey ... 15

Findings ... 15

Non-User Comparison Findings ... 16

Cluster Formation ... 17

Cluster Distribution Chart ... 17

(3)

3

Loyalty User Clusters ... 19

Casual User Clusters ... 20

Non-User Recommendations ... 21

User Recommendations ... 23

Appendix A: Non-User Cluster Market Opportunity Cards ... 25

Appendix B: Cardholder Cluster Market Opportunity Cards ... 27

Appendix C: High Circulation Cardholder Maps ... 31

Appendix D: Non-User Research PowerPoint Presentation Summary ... 40

(4)

4

Executive Summary

In 2009, Santa Clara County Library (the Library) employed a strategic plan with a focus on achieving the highest percentage of cardholders per capita inside the Library service area in the country. In order to achieve this aim, the Library sought to build a robust understanding of the reasons and triggers of non-use amongst residents in the community. OrangeBoy was hired in June of 2009 to provide insight into the communities served by the Library through a clustering process. OrangeBoy structured a research effort in two phases: a non-user study and a comparative library user survey. Each phase provided insight into the similarities and variances in behavior, lifestyle, and attitude for differing segments of the service area, ultimately culminating in a complete, customer-centric viewpoint from which Santa Clara County Library will develop targeted growth and acquisition strategies.

The research effort was conducted over a twelve-month period between July 2009 and June 2010. OrangeBoy was able to identify several key trends affecting Library use:

1. The Library maintained a cardholder base of 283,427. Of those, the system had a 29% market penetration rate for active Library users who also resided inside the service area. Individual communities had market penetration rates ranging from 15%-40%.

2. The Library had a cardholder base that was composed of families with children in disproportionate size to the non-user community, 58% to 42%.

3. Residents within the service area operated in behavioral groups, or clusters. There were 17 identifiable clusters within the service area, segmented into three groups, Loyal Users, Casual Users, and Non-Users.

4. The Library maintained a base of Loyal users who were frequent visitors generating the majority of all print and audio-visual circulation. This group represented 14% of the total service area and 49% of all active cardholders.

5. Casual library users comprised 15% of the total service area and 51% of all active

cardholders within the Library system. Individuals within this segment visited the Library once per month or less, on average, and generated low levels of circulation, making them more vulnerable to transitioning to non-users.

6. Within the service area, an additional 7% of residents identified as non-users already possessed a Santa Clara County Library card but had not visited within the last twelve months.

7. Non-users placed high value on retail attributes (friendly staff, parking, facilities, collection) as well as service enhancements including “Access to subject-matter experts,” “No overdue fines,” and “Access to healthy living resources,” when selecting drivers of potential library use.

8. In addition to the 29% of the service area population with active Santa Clara County Library cards, 18% of the population was identified to be frequent library users, but preferred to use a library outside of the service area. Additionally, 27% of the population indicated an interest in obtaining a Santa Clara County Library card or utilizing an inactive card and possessed necessary behavioral markers to drive library use. A significant percentage of residents within the community, 27%, indicated no interest in obtaining a Library card or using Library services.

(5)

5

Study Facilitators

OrangeBoy, Inc., a management consulting firm based in Columbus, Ohio, served as study facilitators for the project. Founded in 1996, the firm has established itself both as a strategic advisor to help organizations chart their course as well as a partner who can deliver tactical, results-oriented services. The firm focuses its engagements in three areas—business strategy, market research and data mining. Adam Gay, Senior Consultant, served as the project lead, and Sandra Swanson, firm principal, served as a lead consultant. The firm also relied on a team of consultants, statisticians, and database specialists to complete the project.

(6)

6

Planning Team

OrangeBoy was directed by the organization’s Administrative Team, whose members included:

Name Title

Melinda Cervantes County Librarian

Derek Wolfgram Deputy County Librarian, Community Libraries and Human Resources

Nancy Howe Deputy County Librarian, Information Technology and Collection Gay Strand Administrative Services Manager III, Business Services

(7)

7

Methodology

OrangeBoy, as the Library’s strategic research provider, designed a two-phase research approach to identify and segment all members of the communities served by the Library based on usage,

attitudinal, and lifestyle trends. OrangeBoy began its analysis through the study of non-users.

Non-User Research

Capturing the values, behaviors, and attitudes of non-users within the Library service area presented several challenges. In order to build a quantitative and substantive research effort, OrangeBoy utilized a five-stage layered process. Included in this process were a comparative cardholder database analysis, market and community analyses, a non-user telephone survey, cluster development, and key findings and strategic recommendations.

Database Analysis

OrangeBoy began the research process by analyzing the cardholder database with limited

descriptive information kept in the file. Using statistical analysis techniques, OrangeBoy assessed trends and variation in age, geography, visitation, circulation, and market share. OrangeBoy identified areas for further exploration and weighed the results of the analysis with the Planning Team.

Market and Community Analysis

OrangeBoy supplemented the cardholder database analysis with a market and community analysis. OrangeBoy constructed demographic reports of the Library service area and each community served by the Library. OrangeBoy constructed community reports using both a 1.5 mile radius measure as well as by the Library’s traditional census tract boundaries. Findings from this analysis were layered with the database analysis to build additional depth to trends, variances, and areas for further investigation. Results from the market and community analysis were shared with the Planning Team.

Cardholder Cellular Phone Test Survey

As a precursor to the development and launch of the non-user telephone survey, OrangeBoy conducted a test of cardholders age 18-30 to determine the extent of anticipated variance between households with a landline and those using only cellular phones to make and receive calls. A survey was constructed online and launched to a sample of cardholders within the designated age demographic. The survey did not yield results of enough significance in variance between the two populations to warrant supplemental research beyond the telephone survey to accommodate for cellular phone only homes.

(8)

8

Non-User Telephone Survey

OrangeBoy designed a non-user telephone survey to capture a representative sample of non-users within the Library’s service area. OrangeBoy designed the survey instrument to identify behavioral and attitudinal factors of non-use. OrangeBoy further constructed sampling quotas to achieve representation. The survey was administered by Facts n’ Figures based in Sherman Oaks, California in December 2009. Surveys were provided in both English and Spanish.

OrangeBoy connected with 22,355 individuals or 20-23% of all available households in the service area during the survey period. Sample quotas were stratified by age and gender within each service region. Race and ethnicity distributions in the sample were compared to population distributions to safeguard racial and ethnic representation. OrangeBoy employed a 3% margin of error to achieve valid, representative results for service area. OrangeBoy completed 6,419 interviews, of which 1,171 were included in the final analysis.

Cluster Development

OrangeBoy assessed the results of the survey and combined the findings with the previous research to develop segments of non-users based upon behavioral and attitudinal criteria, known as clusters. OrangeBoy presented the clusters to the Planning Team for review and comment and adjusted each cluster as necessary.

Strategic Recommendations

OrangeBoy completed the non-user research phase by identifying opportunities for cardholder acquisition and growth for each cluster. OrangeBoy presented available opportunities to the Planning Team and engaged in a planning discussion to prioritize available opportunities and to identify tactical steps to achieve each opportunity. OrangeBoy summarized this discussion in a strategic recommendations presentation.

(9)

9

User Research

In 2010, the OrangeBoy designed a second research effort to build an understanding of library users in order to round out the Library’s perspective of its service area.

Online User Survey

OrangeBoy, leveraging knowledge gained from the cardholder database and market analyses, constructed an online survey instrument to measure satisfaction of users with library services, as well as to identify trends in use and demographics across the service area. OrangeBoy administered the survey through two e-mail announcements to cardholders with a listed e-mail address while also promoting the survey through the library website. Surveys were provided in both English and

Spanish.

A total of 16,014 cardholders responded to the survey online, or nearly 1 in 10 of the 170,000 individuals who were invited to participate. Survey results were analyzed by behavioral,

demographic, and geographic measures to identify trends in satisfaction, library use, and attitudinal data.

Cluster Development

OrangeBoy assessed the results of the survey and combined findings with the previous research to develop segments of library users based upon behavioral and attitudinal criteria, known as clusters. OrangeBoy presented the clusters to the Planning Team for review and comment and adjusted each cluster as necessary.

OrangeBoy completed the research effort by identifying additional opportunities for achievement of the goals of the strategic plan. OrangeBoy presented the entire cluster system to Planning Team, along with recommended strategies, and engaged in a planning discussion to prioritize available opportunities and to identify tactical steps to achieve each opportunity.

(10)

10 0% 2% 4% 6% 8% 10% 12% 14% _{Active Customers} All Records 0% 5% 10% 15% 20% 25% 0-4 5-9 10 -14 15 -17 18 -20 21 -24 25 -34 35 -44 45 -49 50 -54 55 -59 60 -64 65 -74 75 -84 85+

All Records Active Customers

Non-User Research Study Findings

Database Analysis

The initial analysis for the Library was conducted through an analysis of the cardholder database. Within the cardholder database, 180,198 individuals had borrowed a book in the time period from January 2008 through July of 2009, or 42% of the service area population. This percentage equated to 1.54 cardholders per household.

Findings

The database analysis demonstrated an uneven distribution of cardholders throughout the service area. OrangeBoy identified percentages of cardholders as a whole, and active cardholders, those who had circulated at least one item in the past twelve months, within each community served by the Library. The database analysis also revealed trends in age distribution. The average and median ages of a Santa Clara County Library customer were 36.3 and

36 years respectively, while the average and median ages of the service area were 38 and 39 years. Over 20% of the active users fell within the 35-44 age range, far more than any other range. Teens represented 13% of the file. More than 50% of the Library’s customers were age 36 or younger.

Additionally, 77% were under the age of 50. Overall, the cardholder base was heavily skewed to younger and middle age groups, leaving library patronage under-represented in older age demographics (a statistic common among service organizations).

The top five libraries by percentage of active customers were, in order,

Cupertino, Milpitas, Los Altos, Saratoga, and Campbell. These libraries

represented 70% of all the cardholders in the system.

The cardholder database analysis also revealed an upward trend in circulation and visitation across all locations. This trend matched national growth in Library use driven by a decline in the economy. Gilroy demonstrated the highest growth in visitation with a 22% increase. Circulation was also found to be concentrated, with 80% of lifetime circulation generated by 20% of all cardholders.

(11)

11

Market and Community Analysis

OrangeBoy supplemented the cardholder database analysis with an analysis of the Library service area and individual communities served. OrangeBoy assessed the communities within the service area by both a 1.5 mile radius circle drawn around each location as well as by assigned census tracts for each location.

Service Area Findings

Within the Library service area, the population was projected to grow by 5.1% through 2014. The library system provided services for a diverse demographic group with 57.7% of the population identifying as Caucasian and 38.1% identifying as Asian. Additionally, 20.3% of the service area identified as having Hispanic or Latino origin.

The average household income in the service area was projected to increase 8.2% from $136,007 to $147,165. Over 40% of the service area population earned an annual household income above $100,000.

The population was also found to have a high level of education with 22% of adults age 25 and older holding a Master’s, Professional, or

Doctorate degree while an additional 29% earned a Bachelor’s degree. By comparison, nationally only 9% had earned a Master’s, Professional, or Doctorate degree and only 15.8% earned a Bachelor’s degree. The service area also maintained a higher than average percentage of families with children, with 38% of households having children under 18 in the home (5% over the national average).

The largest number of active

cardholders ranged in age from 35-44, representing about 19% of the active cardholders, but only 14% of the general population. The next largest group of cardholders were 10-14 year olds

comprising approximately 12% of active

cardholders and almost double their percentage of the service area.

The service area analysis also identified a

correlation between proximity to a library location and use of the library. Cardholders who ranked in the top 10% of generated circulation were found to be increasingly dense in all locations within a 1.5 mile radius. 0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20% Service Area Active Cardholders

(12)

12

Out of Service Area Findings

Cardholders residing outside of the Library service area comprised 39% (69,631) of all active cardholders. Out of service area cardholders averaged 375 lifetime checkouts compared to 390 for those living within the service area. Over 45% of all out of service area cardholders had a home library location at Milpitas and Cupertino. One third of out of service area active cardholders were represented in five zip codes:

 San Jose- 95129 and 95132

 Sunnyvale- 94087

 Fremont- 94539

 Mountain View- 94040

Of the estimated 209,954 residents living within the five identified zip codes, 49.3% identified as Asian and 40.5% identified as Caucasian. Additionally, 9.8% of residents in these zip codes identified as of Hispanic or Latino origin. Household income was slightly lower outside of the service area, averaging $127,809. Education levels and families with children were comparable to the service area. In total, the area has an active cardholder market penetration rate of 11%.

(13)

13

Non-User Telephone Survey

In December 2009, OrangeBoy conducted a phone survey to identify drivers of non-use. The survey was conducted between December 3 – 27, connecting with 22,355 households and completing 6,419 interviews, of which 1,171 were included in the analysis.

Findings

The data obtained through the survey provided a detailed view of the behaviors of non-users within the Library’s service area. The accompanying pie chart shows a breakdown of non-users,

representing a fairly even split between those who had library cards and those who did not. Within these two categories, each of the groups split again into distinct groups. Among cardholders, there was a segment of Santa Clara County Library cardholders who had not used their card in the past 12 months. The other segment of cardholders included those holding cards to other library systems in the county. Among non-cardholders, the group split into those with some likelihood of obtaining a Santa Clara County Library Card in the next 12 months, and those with little to no

likelihood of getting a card.

Overall, respondents were a highly literate group, with 79% having read at least three books in the past twelve months. However, their channels and methods for obtaining books varied. Fifty-seven percent of respondents have visited a public library in the past two years, with 30% visiting a library outside the Santa Clara County Library service area in the past twelve months. Purchasing books at a retail or book store was the most common way to obtain materials outside of the Library, with 55% of respondents indicating this as the primary method.

Respondents were asked to rank on a five point scale with five meaning “very likely” the features and services that would entice them to use a Santa Clara County Library. Overall, respondents were consistent. “Friendly, Approachable Staff,” “Adequate Parking,” and “Up-to-Date, Well-Kept Facilities” were ranked highest. Of the services provided, “Access to Current Materials” and “Access to Subject-Matter Experts” showed the highest rankings.

32%

24% 20%

24%

SCCL Cardholder, No Use in Past 12 Months Cardholder of Another System

No Card - Somewhat Likely No Card - Not Likely

1 2 3 4 5

Assistance with job searches Contact staff via text messaging/chat Access to children’s activities Check-out materials at a grocery store Homework help centers Free wireless internet access Reserve items from a cell phone Access to public computers Healthy living resources No overdue fines Access to subject-matter experts Access to current materials Up-to-date, well kept facilities Adequate parking Friendly, approachable staff

(14)

14

Several services resonated with key audience segments. Families with children ranked children’s programming and homework help centers highly. No overdue fines resonated strongly with current users of other library systems.

The survey also tested the hours of operation and days of the week during which respondents would most prefer to access the Library. The survey identified that the hours of operation

maintained by the libraries fit the desired times of respondents. Respondents also indicated very clear

preferences for day of the week availability. Saturday was the most preferred day of week of

respondents. Respondents selected Monday 14% of the time, ranking it fourth in overall preference. Sunday ranked lowest. While the survey did not identify significant differences by region overall, some regional differences were identified by day of week preferences.

Other significant survey highlights included interesting insights about survey respondents:

 41 percent had children living in the home

 55 percent were employed full or part time

 61 percent had bachelors degree or higher

 40 percent had lived in Santa Clara County more than 25 years

 91 percent had Internet access in the home

 84 percent had a mobile phone

 30 percent read the Santa Clara County Library newsletter that is mailed to their home

 21 percent did not know whether there was a cost to obtaining a Santa Clara County Library Card

OrangeBoy identified seven unique clusters of non-users based on the behavioral, attitudinal, and demographic trends found in the survey and previous research. A summary of the identified clusters can be found in the Cluster Formation section of this report.

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Campbell Cupertino Gilroy Los Altos/ Los Altos Hills Milpitas Monte Sereno/ Saratoga Morgan Hill

(15)

15

User Research Study Findings

Online User Survey

In April 2010, OrangeBoy conducted an online survey with the specific purpose of measuring

satisfaction with the library and identifying trends in use and demographics across the service area. The survey results supplemented the research conducted in 2009, providing Santa Clara County Library with a robust view of all audiences served and allowing the Library to combine and contrast the results with the non-user research to develop initiatives that generate new cardholders, increase circulation, and develop lifetime relationships. Over 16,000 cardholders responded to the survey online, or nearly 1 in 10 of the 170,000 individuals who were asked to participate.

Findings

Survey respondents ranked their overall satisfaction with library services highly, with over 70% indicating that they were “satisfied” or “very satisfied” for all attributes. The data further showed that respondents in particular were happy with the library’s

collections and staff, both achieving a positive rating by over 90% of

respondents.

The positive ratings for collections and staff were reinforced as respondents ranked the three most important attributes that determined their level of satisfaction with the library. Respondents ranked print collection in their top three attributes most frequently, with 60% selecting the attribute. Respondents selected hours of operation (43%), audio-visual collection (33%), and helpfulness of staff (26%) as the next most important attributes to satisfaction.

Overall, respondents were an engaged group, with 89% of respondents having visited a library location at least once in the past three months. Respondents were also clear as to their reasons for visiting, with 73% picking out a book or audio-visual material for themselves or their children. Respondents in turn were clear of their opinion on the primary role of the library in the community, with 76% indicating the library is “a resource for borrowing and browsing books and materials.” From the survey and previous data collected, OrangeBoy was able to divide cardholders into two main groups- Loyal users, who were frequently active in the system, and Casual users, who were infrequent users with light to no circulation habits. From these two groups, OrangeBoy identified a total of ten Library user clusters based on behavioral, attitudinal, and demographic trends.

Identified clusters can be found in the Cluster Formation section of this report.

40% 50% 60% 70% 80% 90% 100% Availability of parking

Hours of operation Availability of quiet areas Wireless internet access Audio/video collection Teen programs Availability of meeting areas Adult programs and events Public computer accessibility Children's activities Comfort of individual seating/work areas Adult printed materials/book collection Overall layout of the library (location of computers/materials) Children's printed materials/book collection Helpfulness of staff Knowledge of staff Brightness/quality of lighting in the library building

(16)

16

Non-User Comparison Findings The survey collected responses using

comparable questions to the Library’s non-user study conducted in 2009, allowing the Library to examine potential variances between active cardholders and non-users. The comparative analysis revealed behavioral and demographic differences that existed between the two populations.

Active cardholders at the Library differed from non-users first and foremost in their levels of

readership. Active cardholders read at significantly higher rates, with 62% reading at least 11 books in the past year, compared to 41% of non-users. Cardholders also exhibit different patterns of media consumption, with 28% obtaining movies through home delivery, versus 11% of non-users, and 25% purchasing music online, while 28% of non-users preferred to purchase music at a retail outlet.

Cardholders and non-users also differed demographically in two areas. Cardholders as a group were concentrated with regard to family composition, with 63% of cardholders having at least one child living in the home. Non-users more closely mimicked the service area market as a whole, with only 42% having at least one child in the home. Respondents also differed in terms of education, with 78% of cardholders holding a bachelor’s degree or higher, versus 61% of non-users.

Cardholders and non-users did report similar opinions regarding service offerings that would potentially increase use of the Library. Both groups ranked “Access to subject-matter

experts,” “No overdue fines,” and “Access to healthy living

resources” as offerings that would most likely entice or increase use of the Library. Both cardholders and non-users also indicated similar preferred hours and days of operation, matching the current structure in place by the Library.

0% 10% 20% 30% 40% 50% 0 1-2 3-5 6-10 11-20 More than 20 Active Non-User 0 1 2 3 4

Ask questions via text message Check out materials at a grocery store On-site homework help centers Cell phone reserves Access to healthy living resources No overdue fines Access to subject-matter experts

Non-User Active

(17)

17 3% 4% 1% 3% 1% 2% 6% 7% 1% 1% 5% 3% 6% 7% 12% 21% 18%

Engaged Enthusiasts-3% Page Turners-4% Chart Toppers-1% Family Values-3% The Logins-1% Social Butterflies-2%

Stop-Bys-6% Skimmers-7% Easy Listeners-1%

Frenzied Families-1% Kids Sake-5% Those Who Read Together-3% Resourceful Readers-6% Free Agents-7% The Borrowers-12%

Do Not Disturbs-21% External Enthusiasts-18%

Cluster Formation

The findings from both phases of research were layered to develop unique segments, or clusters, of individuals who exhibited similar behavioral patterns regarding use of Library services. Clusters were grouped into three categories:

 Non-Users

 Loyalty Users (frequent users of Library services)

 Casual Users (infrequent users of Library services with low circulation habits) The identified clusters are summarized in charts below.

(18)

18

Non-User Clusters

Cluster Name

Type

Definition

External Enthusiasts (18%)

Non-User

This clusterresides within Library service area but is an active user of other library systems.

This cluster ranges in age from 25 to 44, almost half have children, likely to have at least an undergraduate degree, and has a household income of $100,000-$250,000.

This cluster has greatest concentrations in Los Altos, Milpitas, and Cupertino.

Free Agents (7%) Non-User

This clustermay have a library card, but engages with the Library very infrequently, likely only once every 18-24 months.

This cluster ranges in age from 35 to 54, 25% has lived in the area for over 25 years, likely to have at least an undergraduate degree, and has a household income of $100,000-$250,000.

This cluster has greatest concentrations in Gilroy, Los Altos, Monte Sereno, and Saratoga.

The Borrowers

(12%) Non-User

This clusterhas a high likelihood of obtaining a card, prefers to borrow/rent items, and has high readership levels.

This cluster ranges in age from 25 to 54, likely to have at least some college education, and has a household income of $100,000 or higher.

This cluster has greatest concentrations in Gilroy, Morgan Hill, and Campbell.

Those Who Read

Together (3%) Non-User

This clusteris comprised of families with children who read frequently but currently purchase books and printed materials.

This cluster ranges in age from 25 to 44, has children, likely to have an undergraduate or graduate degree, and has a household income of $50,000-$100,000.

This cluster has greatest concentrations in Cupertino, Gilroy, Milpitas, and Morgan Hill.

Kids Sake (5%) Non-User

This clusteris comprised of families with children but whose parents read infrequently and are not likely to use the Library.

This cluster ranges in age from 25 to 44, have children, has lived in the area less than ten years, has some college education or lower, and has a household income of $50,000-$150,000. 16% of this cluster has a household income of less than $15,000.

This cluster has greatest concentrations in Campbell, Cupertino, and Milpitas.

Resourceful

Readers (6%) Non-User

This clusterreads very frequently, but prefers to purchase books with no interest in using the Library

The age of this cluster is 55 and older, no children living at home, likely to be a college graduate, and has a household income of $75,000-$150,000.

This cluster has greatest concentrations in Gilroy, Los Altos, and Campbell.

Do Not Disturb

(21%) Non-User

This clusterhas lower readership levels and no interest in using the Library.

The age of this cluster is 45 and older, not likely to have children living at home, likely to have at least some college education and has a household income of $100,000-$250,000.

(19)

19

Loyalty User Clusters

Cluster Name

Type

Definition

Engaged

Enthusiasts (3%)

Loyalty User

 This clustergenerates high levels of print and audio-visual circulation, while visiting the Library at least once per week.

 This cluster ranges in age from 25 to 65, 52% with children, likely to have at least an undergraduate degree, and has a household income of $75,000-$250,000.

 This cluster has greatest concentrations in Los Altos and Saratoga.

Page Turners (4%)

Loyalty User

 This clustergenerates high levels of adult print circulation while visiting the Library once per week.

 This cluster ranges in age from 35 to 74, has read 20 or more books in the past year, likely to have at least an undergraduate degree, 59% with children, and has a household income of $100,000-$250,000.

 This cluster has greatest concentrations in Gilroy, Los Altos, Monte Sereno, and Saratoga.

Chart Toppers (1%)

Loyalty User

 This clustergenerates high levels of audio-visual circulation while visiting the Library at least once per week.

 This cluster ranges in age from 35 to 54, likely to have at least some college education, 58% with children, and has a household income of

$50,000-$150,000. Readership levels are significantly lower than the previous clusters.

 This cluster has greatest concentrations in Milpitas and Campbell.

Family Values (3%)

Loyalty User

 This clusteris comprised of families with children who generate high levels of children’s printed material circulation and visit the Library at least twice per month.

 This cluster ranges in age from 35 to 49, likely to have Master’s or Professional Degree, and has a household income of $150,000 and higher.

 This cluster has greatest concentrations in Cupertino and Milpitas.

The Logins (1%) Loyalty _User

 This clustervisits the Library up to a daily frequency to use public computers.

 This cluster has a wide age range younger than 74, is more likely male, 36% with children, has some college education, and has a household income of less than $75,000.

 This cluster can be found in all communities served by the Library.

Social

Caterpillars and Butterflies (2%)

Loyalty User

 This clustervisits the Library to attend meetings, events, programs or to access specific information. This cluster’s visitation varies, but usually is at least once per month. Social Butterflies are likely to visit with high frequency during the school year.

 This cluster has two distinct age groups, 13-17 and 60 or older. Education varies based on age, but those adults in the cluster are likely to have at least an undergraduate degree. Income of adults in the cluster ranges from $50,000-$250,000.

(20)

20

Casual User Clusters

Cluster Name

Type

Definition

Stop-Bys (6%) Casual User

 This clustervisits the Library once per month or less to browse all collections while occasionally borrowing materials. This cluster is likely to use alternative sources to obtain information, with the Library being only one option in their consumption choice set.

 This cluster exists in a wide range of ages between 25 and 74, 44% with children, likely to have at least an undergraduate degree, and has a household income of $75,000-$250,000.

 This cluster has greatest concentrations in Campbell and Milpitas.

Skimmers (7%) Casual _User

 This clustervisits the Library once per month or less to borrow print materials. Circulation generated from this cluster is minimal.

 This cluster ranges in age from 35 to 54, 53% with children in the home, likely to have at least an undergraduate degree, and has a household income of

$100,000-$250,000.

 This cluster has greatest concentrations in Gilroy and Campbell.

Easy Listeners (1%)

Casual User

 This clustervisits the Library once per month or less to borrow audio-visual materials. Circulation generated from this cluster is minimal. This cluster is more likely to use for-profit services such as Netflix to obtain materials.

 This cluster ranges in age from 35 to 54, 42% with children in the home, likely to have at least some college education, and has a household income of $100,000-$250,000. Readership levels are significantly lower than the previous clusters.

 This cluster can be found in all communities served by the Library.

Frenzied Families (1%)

Casual User

 This clusteris comprised of families with children whose parents read

infrequently and thus visit the Library less than once per month. When visiting this cluster generates minimal circulation of children’s materials.

 This cluster ranges in age from 25 to 49, likely to have an undergraduate or graduate degree, and has a household income of $100,000 or higher.

(21)

21

Strategic Recommendations

The clusters provide the Library with a robust understanding of behaviors present within the

community regarding library use and provide opportunities for the Library to achieve the goals of the strategic plan. Specifically, the Library has identified through the research a pathway to achieve its Big, Hairy, Audacious Goal:

“The Santa Clara County Library will have the highest percentage of library service area cardholders in the nation.”

OrangeBoy has identified several targeted recommendations in support of the achievement of this goal.

Non-User Recommendations

Key Finding:

Non-users placed high value on retail attributes (friendly staff, parking, facilities, collection) as well as service enhancements including “Access to subject-matter experts,” “No overdue fines,” and “Access to healthy living resources,” when selecting drivers of potential library use.

Recommendation:

The Library should promote staff and collections through a consistent, multi-touch marketing and public relations effort to increase awareness. Central to this effort is the continued refinement and building of a strong, distinguishable brand. The Library should leverage low-cost communication channels including the website, social networking, and significant public relations engagement. Additionally, awareness should be driven within each location to drive word-of-mouth advertising. Other awareness elements for the Library to consider additional branded materials (t-shirts, etc.). In addition, the Library should pilot as available service enhancements outlined above to determine feasibility, impact on Library resources, and acceptance by users. Service enhancements provide opportunities for local media support, as well. The Library should highlight successes as generated to further increase awareness.

Key Finding:

Of the population within the Library service area, 27% fell within one of four clusters (Borrowers, Free Agents, Kids Sake, Those Who Read Together) with the interest in obtaining a Santa Clara County Library card and possessed necessary behavioral markers to drive library use.

(22)

22

Recommendation:

Achieving the main goal of the strategic plan requires high penetration into this segment of the population. While there are distinct behavioral differences among these four clusters, they do all include significant numbers of potential cardholders in the 25-44 age range. The Library should target outbound marketing and service enhancement efforts to cultivate relationships within each of the four identified clusters. Relationship cultivation begins with brand awareness. The Library should identify clear messaging points that highlight the positioning of the Library in each community. Once identified, the Library should build a multi-channel approach including online, social, public relations, and as available mass media to drive the message. Ideally, each

communication generated by the Library will promote targeted services, staff highlights, and facility highlights while communicating the central positioning message.

Key Finding:

Of the population within the Library service area, 18% fell within the External Enthusiasts cluster, a heavy library usage segment that mimicked Engaged Enthusiasts, but preferred to use a library outside of the service area.

Recommendation:

The high levels of library use within the cluster present the Library with an opportunity to drive awareness of available services and also community value. The Library should build targeted awareness and support messages into promotional materials to drive continued support and conversion to Engaged Enthusiasts.

Key Finding:

A significant percentage of residents within the community, 27%, indicated no interest in obtaining a Library card or using Library services (Do Not Disturbs, Resourceful Readers).

Recommendation:

While disinterested in leveraging Library services, a significant portion of residents within this segment of the population fall into mature and senior age categories; a critical group for future voter support. The Library should continue to enhance its brand by reinforcing community value and outreach efforts in all awareness campaigns. The newsletter, if retained, should consistently highlight these values. Additional support can be generated as a secondary benefit of targeted efforts for new cardholder acquisition as outlined above.

Key Finding:

While the proportions of non-user clusters in each community within the service area varied, the clusters transcended geographic boundaries.

Recommendation:

In developing service and marketing approaches, the Library can maximize its return by coordinating efforts across the entire service area. While local initiatives within each community provide some potential for new cardholder acquisition, these should be developed in the context of the broader initiatives set forth to maintain focus on the targeted cluster groups.

(23)

23

User Recommendations

Key Finding:

Based on the Library’s defined service area, the system had a 29% market penetration rate for active Library users. Individual communities had market penetration rates ranging from 15%-40%.

Recommendation

Achievement of the Library’s main goal of significantly growing the cardholder base requires an expansion of outbound awareness regarding services, collections, facilities, and staff. The Library should leverage the identified clusters to produce targeted outreach efforts to drive new cardholder acquisition. Generating positive market awareness that distinguishes the Library from additional libraries in the area will help to drive growth. The Library should focus on continuing to build and promote a strong, easily identifiable brand. Promotion requires a clear, concise message that spans mass media, social networking, and word-of-mouth.

Key Finding:

The Library has an active user base that is comprised of families with children in disproportionate size to non-user community, 58% to 42%.

Recommendation:

The Library may drive growth within the demographic segment of families with children through a user advocacy strategy, providing targeted communication and messaging to the Family Values and

Frenzied Families clusters to attract through social circles families within the Those Who Read Together and Kids Sake clusters. The Library can support this effort through a presence on social networking. Additionally, the Library must identify opportunities, as available, to position service delivery, facilities, and messaging to drive additional use from adults without children in the home. Key Finding:

Santa Clara County Library maintained a base of cardholders who were frequent visitors and who as a group generated the majority of all circulation. This group represented 14% of the total service area and 49% of all active cardholders. This group was divided into six identified clusters. Recommendation:

The loyal customer base serves as a lynchpin of both internal metrics and external support. The Library should focus on emphasizing the quality of collections and staff to maintain top-of-mind awareness and satisfaction levels within each cluster. The Library should also construct targeted communication to the clusters contained in this base to drive a clear message of the Library’s community value, generating advocacy and support.

Key Finding:

Casual users comprised 15% of the total community and 51% of all active cardholders within the Library system. Individuals within this segment visited the Library once per month or less, on average, and generated low levels of circulation. This group was divided into four identified clusters.

(24)

24

Recommendation:

Casual users must be maintained in order to achieve the Library’s goal of growing the cardholder base. The Library should develop a stop-gap strategy to prevent attrition within the represented clusters, especially the Stop-Bys. The Library should create a targeted awareness campaign surrounding upcoming card expiration, promoting convenience and collection features offered by the Library. Targeted e-mail campaigns highlighting service offerings around card expiration can further this effort.

The Library must also develop a recruit and replace strategy to maintain volume of loyalty clusters by building relationships with individuals within this group. The Library should build a targeted

message campaign to Skimmers and Easy Listeners focusing on collection highlights and service delivery enhancements to drive upgrades into the Page Turners and Chart Toppers clusters. Targeted messaging can be driven through e-mail, as well as on-site with staff. Leveraging a push strategy through staff to actively recommend other collection materials and service offerings when casual users are on site may increase transition to loyalty clusters. The Library should consider cardholder cluster assignment to provide a base of ongoing metrics measurement in support of these strategies.

(25)

25

(26)

(27)

27

(28)

(29)

(30)

(31)

31

Appendix C: High Circulation Cardholder Maps

Executive Summary

OrangeBoy conducted a geographic analysis of Santa Clara County Library cardholders to identify the impact of cardholder proximity to a physical library location on library use. OrangeBoy

constructed maps for each library location, incorporating cardholder addresses that represented the highest 10% of circulation within the service area. Cardholders identified as living outside of the service area were not included in the mapping process.

To identify the influence of proximity of residence to cardholder circulation, OrangeBoy engaged a 1.5 mile radius (identified by black lines extending from a red library location marker on each of the following maps.) The radius was selected as a standard retail measure for anticipated sales

generation. OrangeBoy assessed high circulation cardholder population by location, identifying the following trends:

1. Cardholders generating the highest levels of circulation were more likely to reside within 1.5 miles of a physical library location in general. Libraries located in population centers further away from the city of San Jose, such as Gilroy and Morgan Hill, were more likely to

demonstrate a greater geographic distribution in high circulation generating cardholders. 2. The geographic distribution of the local libraries extending across the southwestern corridor

of the service area matched the distribution of high circulation generating cardholders. 3. Competing library systems that offered closer proximity to library patrons were likely to drive

use away from Santa Clara County Library, regardless of the status of the patron in regard to the service area boundary. Conversely, the lack of competition in locations further from the population center increased the likelihood of use at further distances.

4. The maps, when compared, identified disparities in use. The Campbell Library exhibited far fewer high circulation generating cardholders, suggesting additional influencers to usage behaviors.

OrangeBoy combined the above findings with 2009 market demographics to identify further tendencies in geography influencing Library use. The summary of key findings can be found on pages 21-24 of the summary report.

(32)

32

(33)

33

(34)

34

(35)

35

(36)

36

(37)

37

(38)

38

(39)

39

(40)

40

(41)

1

A Presentation For

Columbus, OH | Portland, OR | www.orangeboyinc.com

Non-User Analysis and Insights

Santa Clara County Library

January 28, 2010

Non-User Analysis and Insights 2

Contents

• Project Overview

• Research Process

• Survey Highlights

• Clusters and Personas

• Cluster Opportunity Analysis

(42)

2

Non-User Analysis and Insights

Project Overview

3

Study Goals

• Determine the available market for new, active

cardholders

• Identify the behavioral drivers of non-users of

the library

• Segment non-users into clusters based on

identified behaviors

• Assess cardholder growth and service delivery

opportunities by community

• Create targeted strategies across the system

and community level to achieve organizational

goals

(43)

3

Clustering

5

• Segments individuals

into groups that share

common traits

• Formed by collecting

data about individuals

based on usage,

lifestyle, and

psychographic traits

• Once created, each

cluster is characterized

by behavioral

tendencies and key

demographic attributes

(44)

4

Research Process

7

Data Mining Market Analysis Cardholder Survey

Non-User Survey Cluster and Persona

Development Cluster Opportunity

Analysis

Research Process

• Initial steps focused on

establishing baseline

knowledge of cardholders

and the service area

8

Data Mining Market Analysis

Analysis

(45)

5

Age Comparison

9

Service Area Education Levels

10 0% 5% 10% 15% 20% 25% 30% Some High School High School Graduate Some College Associate Degree Bachelor's Degree Master's Degree Professional School Degree Doctorate Degree

(46)

6

Cardholder Density Analysis

11

Research Process

• OrangeBoy next

surveyed cardholders

age 18-30 for any

potential variances in

cell-phone only

households

12

Cardholder Survey

Analysis

(47)

7

Distribution of Cell Phone only

Households

13

Library Use Trends by Phone Type

14 0 1 2 3 4 A ve ra ge S co re 25-34 Landline 25-34 Cell Only Scores N/A = 1 Never = 2 Sometimes = 3 Often = 4

(48)

8

Research Process

• The next step involved

capturing a representative

sample of non-users and

relevant behaviors through a

phone survey

• Representation achieved

through quotas by

community, age, and gender

– 1,171 Included Interviews – Margin of error: +/- 3% – Confidence interval: 95%

15

Development Cluster Opportunity Analysis Strategic Recommendations Non-User Survey

Non-User Phone Survey Results

Survey length: English – 11 minutes, Spanish – 13 minutes

16

Non-Cardholder Likelihood of Obtaining

a Card in the Next 12 Months

19 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 18-24 25-34 35-44 45-54 55-64 65+

Very or Somewhat Likely Somewhat or Very Unlikely

Cost of a Library Card

20 76% 3% 21% Nothing Other Don't know

(51)

11

Public Library Visitation

21

0% 5% 10% 15% 20% 25% 30% 35% Never visited

Within last 12 months 1-2 years 3-5 years 6-10 years More than 10 years Don't know

*An additional 28% of the population have visited a SCCL library in the past twelve months **75% of those with a library card have visited a public library in the past twelve months

Books Read in Past Year

22 0% 5% 10% 15% 20% 25% None 1-2 3-5 6-10 11-20 More than 20

(52)

12

Primary Way to Access Books

23

0% 5% 10% 15% 20% 25% 30% I don't read

Borrow from a friend Download from the internet Purchase from online retailer Other Purchase at a retail store Purchase from a bookstore

Library Attribute Values

24

1 1.5 2 2.5 3 3.5 4 4.5 5 Assistance with job searches

Contact library staff via text messaging or chat Access to children’s activities Ability to check-out materials at a grocery store Homework help centers Free wireless internet access Ability to reserve items from a cellular phone Access to public computers Access to healthy living resources No overdue fines Access to subject-matter experts Access to current materials Up-to-date, well kept facilities Adequate parking Friendly, approachable staff

(53)

13

Do You Have a Library Card?

25 0% 10% 20% 30% 40% 50% 60% 70%

Baseline: 56.4% of respondents have public library card

Community Variances

• Overall, results

showed few

statistically significant

differences by

community

• One difference was

Saturday and Sunday

visitation preferences

– Campbell, Gilroy, and

Morgan Hill ranked

Sunday lower than

other communities

26 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Campbell Cupertino Gilroy Los Altos/ Los Altos Hills Milpitas Monte Sereno/ Saratoga Morgan Hill

(54)

14

Community Variances

• Gilroy, Morgan Hill and

Milpitas had higher interest

in children’s activities

• Milpitas and Cupertino had

higher interest in free,

wireless internet at the

library

• Gilroy and Morgan Hill

shared similar library

behavior characteristics

27 Job Search Assistance Free Wireless Internet Access Children’s Activities Homework Help Centers Campbell Cupertino Gilroy Los Altos/ Los Altos Hills Milpitas Monte Sereno/ Saratoga Morgan Hill

Research Process

• Survey data, combined

with market analysis and

cardholder data mining

activities were used to

create the clusters and

their personas

28

Development Cluster Opportunity Analysis Strategic Recommendations Cluster and Persona Development

(55)

15

Cluster Development Process

• Analyzed survey data by:

– Region

– Age

– Cardholder vs. non-cardholder

– Library visitation patterns

– Preferred library features

– Media Consumption

• Created a threshold distribution measuring the

relationship of book readership, likelihood of getting

a card, media “borrower” patterns, and presence of

children

• Finalized results and formed non-cardholder clusters

29

(56)

16

Cluster Household Distribution

31 4,527 HH 29,554 HH 24,429 HH 7,004 HH 7,688 HH 9,481 HH 17,340 HH

38,931 Active User Households

External Enthusiasts

Julie and Michelle

• City: Cupertino • Age: 41

• Marital Status: Divorced

• Presence of Children: One Child • Income: $125,000

• Education: MBA, Stanford University

• Occupation: Certified Public Accountant

• Library Use: Frequent User • SCCL Card Likelihood: Medium

(57)

17

Free Agents

Michael

• City: Campbell • Marital Status: Single • Age: 36 • Presence of Children: No Children • Income: $200,000 • Education: J.D., UC Hastings College of Law

• Occupation: Corporate Attorney • Library Use: Infrequent User • SCCL Likelihood: High

33

The Borrowers

Sylvia

• City: Morgan Hill • Age: 31

• Marital Status: Married • Presence of Children: none • Income: $125,000

• Education: B.S., UC Berkeley • Occupation: Logistics Manager • Library Use: Light user

• SCCL Card Likelihood: High

(58)

18

Those Who Read Together…

Jorge and Adriana

• City: Gilroy • Ages: 39, 37

• Marital Status: Married

• Presence of Children: Five Children • Income: $72,500

• Education:

– Jorge, Some College; Gavilan College – Adriana, HS Graduate, Gilroy High School • Occupation:

– Jorge, Construction Owner; – Adriana, Homemaker • Library Use: Low

• SCCL Card Likelihood: High

35

Kids’ Sake

Calen and Cindy

• City: Milpitas • Age: 10, 12

• Parents’ Marital Status: Married • Family Income: $125,000 • Parents’ Education:

– Larry, Associate’s Degree – Jan, Some College • Parents’ Occupation:

– Larry, Help Desk Representative – Jan, Sales Assistant

• Library Use: Children are occasional users

• SCCL Card Likelihood: Medium – High

(59)

19

Resourceful Readers

Judy

• City: Los Altos • Age: 62

• Marital Status: Married

• Presence of Children: Two Grown Children

• Income: $125,000

• Education: Ph.D. Education, The Ohio State University

• Occupation: Retired University Administrator

• Library Use: Low

• SCCL Card Likelihood: Low

37

Do Not Disturbs

Bill

• City: Monte Sereno • Age: 66

• Marital Status: Widowed

• Presence of Children: No Children • Income: $150,000

• Education: M. Architecture, University of Washington • Occupation: Urban Planner • Library Use: Low

• SCCL Card Likelihood: Low

(60)

20

Research Process

• The final steps involve

assessing and prioritizing

growth and service delivery

opportunities for each

community

• Strategic recommendations

will be developed to convert

research into an action plan

39

Development Cluster Opportunity Analysis Strategic Recommendations Cluster Opportunity Analysis Strategic Recommendations

Cluster Opportunity Analysis

(61)

21

Cluster Engagement

41

Research and Implementation

42 Cardholder Research Strategic and Facilities Planning Resource

Alignment Action Plan Non-User

(62)

22

Additional Questions

Adam Gay

[email protected]

614-203-6821

43

Appendix:

Selected Survey Results

(63)

23

Gender

45 49.8% 50.2% Male Female

Age

46 0% 5% 10% 15% 20% 25% 18-24 25-34 35-44 45-54 55-64 65+ Male Female

(64)

24

Other Key Demographics

• 41% have children living in the home

• 55% are employed full or part time

• 91% travel to work by car

• 61% have bachelors degree or higher

• 40% have lived in Santa Clara County more

than 25 years

47

Library Visitation

48 0% 5% 10% 15% 20% 25% 30% 35% 40% 45%

Never Within last

12 months 1-2 years 3-5 years 6-10 years More than 10 years

Have Card Don't Have Card

(65)

25

Visitation – Reading Relationship

49

Trend line is same for all visitation, but stronger with more recent visitors

0% 10% 20% 30% 40% 50% 60%

No Books 1-5 Books 6-10 Books More than 10

Past 12 months 1-5 years 6 or more years

Information Consumption

• 90% of respondents read at least 1 book in

the past twelve months

– 41% read more than 10 books in the past year

• 53% of respondents purchased books at a

retail store or bookstore

(66)

26

Information Consumption

• 39% of respondents obtained music

through the internet

– 28% purchased at a retail store or bookstore

• 46% of respondents accessed movies

through some form of rental

51

Results Highlights

Presence of Library Card

(67)

27

Features Likely to Increase Visitation

53 0% 10% 20% 30% 40% 50% 60% 70% 80%

Have Card - Any No Card - Some Likelihood No Card - Not Lkely

Features Likely to Increase Visitation

54 0% 10% 20% 30% 40% 50% 60% 70% 80% Have Card - SCCL Have Card - Other

(68)

28

SCCL Cardholders vs. Other Cardholders

• Statistically Significant Differences

– Newsletter readership (SCCL higher)

– Interest in Job Search Assistance (Other library

card higher)

– Employment Status (SCCL has higher

employment)

– Ethnicity (SCCL has fewer White, higher Asian,

higher multi-racial)

– Voting (Other library card higher )

55

Results Highlights

Age

(69)

29

Most Recent Visit to a Library

57 0% 10% 20% 30% 40% 50% 60% 70% 18-24 25-34 35-44 45-54 55-64 65+ 0-2 Years 3-5 Years 6 Years or More

Books Read in the Last Year

58 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 18-24 25-34 35-44 45-54 55-64 65+ 0 1-5 6-10 More than 10

(70)

30

Information Trends by Age

• Internet access in the home remains above

90% for all age groups except 65 and older

(80%)

• Book access for library non-users was not

influenced by age

• Music consumption was driven by age –

– 59% of respondents under the age of 35

obtained music from the Internet

– Less than 35% of respondents over 45

59

Santa Clara Newsletter

60 0% 10% 20% 30% 40% 50% 60% 70% 80% 18-24 25-34 35-44 45-54 55-64 65+ Often Sometimes Never

(71)

31

Features Likely to Increase Visitation

61 0% 10% 20% 30% 40% 50% 60% 70% 80% 18-24 25-44 45-65 65+

Library Visitation Trends

• 75% of cardholders have visited a public

library in the past two years

• Facilities, staff and parking are key drivers to

entice visitation

• Overall, service-oriented features like

alternate ways to access the library did not

score highly

(72)

32

Lifestyle Trends

• Residents in service area have strong ties to

county, with 40% living in community more

than 25 years, and 74% owing their homes

• Presence of children impacts features that

impact visitation

• Internet prevalent in most households (90%)

• High civic engagement (74% voted)

63

Services and Features Trends

• Access to public computers was influenced by home

internet access

– 50% of those without home internet access found this feature to be very appealing versus 30% of other respondents

– 48% of Milpitas respondents found this feature very appealing versus only 26% of Los Altos respondents

• Child-focused services continued to offer opportunities

for growth in communities with higher percentages of

families with children 35% of Milpitas and Gilroy

respondents rated Homework Help Centers as very

appealing

– Los Altos, with only 29% of residents having children in the home, rated this the lowest (19% found this appealing)

(73)