Knowledge is powerful
The report points to action that help to demystify some of the barriers and cap- italise on the enablers that already exist. As part of the research, one group of vol- unteers were given additional information or set tasks to find out more about their local services – not just asked to rely on previous experience or perceptions. “Participants were surprised about the
Deichman Bjorvika public library.
Many focused on core services of bor- rowing books, children’s activities and access to digital services such as access to computers, printers and wi-fi.
Positives to build on
By identifying some of the main bar- riers to visiting libraries, the report has also provided a starting point for overcoming those obstacles. For many, that means a national public library strategy for England, but the knowledge can be applied at individual and local service levels.
Highlighting enablers that already exist, give libraries the ability to focus on what they are already doing well – hopefully delivering an “easy win”. The report looked at the same three areas – capability, opportunity and motiva- tional – and how these were encouraging people to visit.
Capability enablers focused on aware- ness of physical library locations with participants being typically aware of where to find their local library, if they did decide to visit.
Opportunity enablers included the free or low-cost nature of services and activities – however this benefit was often seen as being something more relevant to others. There was also some reluctance to access free services because it was felt not to be convenient. Having had previous positive experience
of library staff was also consider as an enabler, by highlighting the opportunity to speak to knowledgeable, friendly staff. The motivational enablers centred around the library as “an important community resource”, with some re- spondents keen on the idea of a hub for events and activities.
December 2024
diversity of the library offer. They felt it demonstrated that libraries were becoming more modern, offering a wider range of services to engage different people within society, and reflecting changes in tech- nology. They also felt that the library was becoming more of a community space pro- viding a range of resources under one roof and a social space for convening people.” One participant said: “I was amazed with how much the library hub has to offer as in my mind it was just a library where you can get books etc from.” Another comment backed up that sur- prise at what was on offer: “I just expected it to be a library with books and stuff but to be honest with you it came as a bit of surprise because it’s a community hub with literally everything under one roof.” The report also found, perhaps not sur- prisingly, that “the appeal of the library offer was shaped by personal relevance of specific services and activities, as well as familiarity with accessing similar services and activities elsewhere. Views on library convenience e.g., accessibility and open- ing hours were also important.”
What next?
The report goes on to say: “Lack of aware- ness of the library offer was considered a key barrier to use and participants sug- gested increasing awareness both online
Deichman Bjorvika public library.
(social media and library specific webpages) and offline (physical leaflets, posters and flyers in the post and in local places e.g., supermarkets). It was also noted that word of mouth recommendation from ‘respected’ people in the community or amongst those with positive experiences to share would be useful. Information on library noticeboards and from library staff were also considered important in high- lighting what was being offered.” There is a need to “create a new nar- rative around a vibrant and dynamic library and its services, making clear how relevant it is to modern day life. They suggested that building awareness of the range of services/activities including the online offer could help challenge dated perceptions of the library.”
Oslo’s Deichman Bjorvika public library – named the world’s best new library in 2021.
A targeted approach, such as informa- tion aimed at students looking for study space or careers advice for people leaving education, was also suggested as being a useful tool for engagement. And looking at the reasons people did not use their library, also offers a vision for how to encourage people through the doors. The report adds: “Reasons voiced by participants for why they did not use library services suggest that promotion needs to highlight the competitive unique selling points for libraries, making clear the benefit of accessing services/activities from libraries (where these could be accessed elsewhere) and consideration of how best to mitigate concerns regarding practical barriers.” The report rounds off with a series of suggestions about how to increase usage, which includes a section of typical per- sonas and advice on how best to attract them to the local library service. Read the full report here https://tinyurl. com/54cj5at6. IP
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