Topic 1 Topic 1 第一讲第一讲 ::Changing profiles of library Changing profiles of library users: users: Accommodating a new Accommodating a new generationgeneration转变中的读者转变中的读者 : : 迎合新一代的需要迎合新一代的需要

Marshall BreedingMarshall BreedingDirector for Innovative Technologies and Director for Innovative Technologies and ResearchResearchVanderbilt UniversityVanderbilt Universityhttp://staffweb.library.vanderbilt.edu/breedinghttp://staffweb.library.vanderbilt.edu/breeding

Redefining Libraries:Web 2.0 and other Challenges

May 2007 Xiamen, China

Generational Generational TransitionsTransitions世代的过渡世代的过渡1925-1945:1925-1945: Silent Generation Silent Generation

静默一代静默一代1946-1964:1946-1964: Baby Boomer Baby Boomer

GenerationGeneration

婴儿潮一代婴儿潮一代1965-1980:1965-1980: Gen XGen X XX 世代世代1981-2000:1981-2000: Millennial GenerationMillennial Generation

千禧世代千禧世代

Millennial Millennial CharacterizesCharacterizes千禧世代特征千禧世代特征 Innate ability for TechnologyInnate ability for Technology 使用科使用科

技的天赋技的天赋 Frenetic multitaskingFrenetic multitasking 热衷于多重作热衷于多重作

业业 Comfortable with diverse types of Comfortable with diverse types of

digital mediadigital media 使用电子媒体得心应手使用电子媒体得心应手 Highly interactive style of workingHighly interactive style of working

非常互动的工作模式非常互动的工作模式

CaveatCaveat 请注意请注意

Don’t over generalize generational Don’t over generalize generational differencesdifferences 不要过于概括代与代之间的分别不要过于概括代与代之间的分别

Gen X’ers and Baby Boomers are also Gen X’ers and Baby Boomers are also becoming more Web savvy and have becoming more Web savvy and have rising expectationsrising expectations X X 世代与婴儿潮一代也世代与婴儿潮一代也越来越懂使用万维网，期望也越来越高越来越懂使用万维网，期望也越来越高

Also: New librarians entering the Also: New librarians entering the profession are part of the Millennial profession are part of the Millennial Generation.Generation. 同时同时 : : 新一代的图书馆从业员也新一代的图书馆从业员也是来自千禧世代是来自千禧世代

Forrester “The Forrester “The Millennials are Coming!”Millennials are Coming!” ForresterForrester 「千禧人来了！」「千禧人来了！」 They are generally creative, organized,

independent, and open to innovation 他们大多富创意、有组织、独立和接受创新

Millennials also are impatient, skeptical, and sometimes arrogant in their relationships with others 千禧人也缺乏耐性千禧人也缺乏耐性，对事物常抱怀疑态度，与别人相处有时候会傲慢

Status and authority do not greatly impress them 他们并不太俯首于地位和权力

A Contrast of GenerationsA Contrast of Generations 世代世代比较比较Millennials 千禧人千禧人 Older Workers Older Workers 较年长工较年长工

作者作者Accustomed to receiving information quickly and from multiple sources in real time and processing it immediately.习惯即时快速及从多个来源接收资习惯即时快速及从多个来源接收资料并立刻处理料并立刻处理

Used to receiving information about it, and digesting it.习惯收取单一性资料习惯收取单一性资料，，然后然后消化消化

Like to parallel process and multitask — i.e., listen to music, talk on the phone, and answer email all at the same time.喜欢同步处理事务和多重作业 喜欢同步处理事务和多重作业 — 例如同时听音乐、谈电话和答电邮

Like to proceed step-by-step and do tasks in order.喜欢一步一步有次序地处理喜欢一步一步有次序地处理事务事务

Source: Forrester Research, Inc.

Millennials 千禧人千禧人 Older WorkersOlder Workers较年长工作者较年长工作者

Prefer to look at graphics and then maybe read the text. 首选阅览图像，次选阅读文本

Read text first and then review graphics.先读先读文本，再看看图像

Like to work in peer groups.喜欢与同辈工作喜欢与同辈工作

Like individual work.喜欢独自工作喜欢独自工作

Are more learner-centered with teacher as a guide. 较倾向学者自习，视老师为较倾向学者自习，视老师为指导者指导者

Are more teacher-centered with teacher as the “sage.” 较倾向以老师为主较倾向以老师为主，，视视他们为智者他们为智者Source: Forrester Research, Inc.

Millennials 千禧人千禧人 Older WorkersOlder Workers 较年长工作者较年长工作者

Have little tolerance for delays; expect Web pages to load immediately; generally respond quickly to email.不甚容忍有延误；；期望网页可即时下载；； 一般会快速回复电邮

Are happy when the technology works; show more patience but also experience frustration; tend to do less experimenting with technology but use it for the purpose it was intended and in the manner instructed.科技运作良好时会感到开心科技运作良好时会感到开心，遇到阻误时表现较有耐性但也会感到沮丧；；倾向较少试用科技，但倾向较少试用科技，但会按设定用途及指定方法使用它会按设定用途及指定方法使用它

Source: Forrester Research, Inc.

Millennials 千禧人千禧人 Older WorkersOlder Workers 较年长工作较年长工作者者

Prefer to “construct” their knowledge from experiences.选择从经验中「建构」他选择从经验中「建构」他们的知识们的知识

Prefer to receive instruction in a logical sequence and understand what they are going to learn and its purpose.选择以逻辑性次序接受指示和选择以逻辑性次序接受指示和了解他们要学习的东西及其目了解他们要学习的东西及其目的的

Source: Forrester Research, Inc.

Millennials 千禧人千禧人 Older Workers Older Workers 较年长工作较年长工作者者

Prefer to interact with peers.选择与同辈互动选择与同辈互动

Like the role of listener or viewer.喜欢做聆听者或旁观者喜欢做聆听者或旁观者

Tend to be more visual and kinesthetic learners.倾向以视像和肌肉运动知觉倾向以视像和肌肉运动知觉方法学习方法学习

Tend to be more text-based learners who are careful observers.倾向以文字为本小心观察地学倾向以文字为本小心观察地学习习

Source: Forrester Research, Inc.

Millennials 千禧人千禧人 Older Workers Older Workers 较年长工作较年长工作者者

Are flexible, adaptable, and comfortable with the uncertainty that characterizes their change driven world.有弹性、适应性和处变不惊，有弹性、适应性和处变不惊，正正反映他们那个不断变化正正反映他们那个不断变化的世界的世界

Resist change and are uncomfortable with doing things differently but generally find coping strategies to live in this change-driven world.抗拒改变，对改变处事方式感抗拒改变，对改变处事方式感到不安，但一般都能找到方法到不安，但一般都能找到方法在变化万千的世界在变化万千的世界中生存中生存

Source: Forrester Research, Inc.

Approach to study and Approach to study and learninglearning 学习途径学习途径 Los Angles Times: “They Do It All While Los Angles Times: “They Do It All While

Studying” reports results of an LA Studying” reports results of an LA Times/Bloomberg pollTimes/Bloomberg poll 洛杉矶时报报导一洛杉矶时报报导一个该报与彭博合作的调查个该报与彭博合作的调查 :: 「他们学习时也「他们学习时也一心多用」一心多用」– 53% of children ages 12 to 17 said they 53% of children ages 12 to 17 said they

did at least one other thing while studyingdid at least one other thing while studying 53%53%十二至十七岁的孩子学习时同时十二至十七岁的孩子学习时同时兼顾最少一种以上的其他事情兼顾最少一种以上的其他事情

– 25% of adults ages 18 to 24 25% of adults ages 18 to 24 25%25%十八至二十四岁的成年人会这样做十八至二十四岁的成年人会这样做

Multitasking while Multitasking while studyingstudying 学习时一心多用学习时一心多用 Passive activities Passive activities 被动式活动被动式活动 : :

– 84%84% listened to music as a side activity listened to music as a side activity 听音乐听音乐– 47% 47% watched TVwatched TV 看电视看电视– 22% 22% watched a moviewatched a movie 看电映看电映

Active tasks Active tasks 主动式工作主动式工作 : : – 32% 32% talk on the phone talk on the phone 谈电话谈电话– 21% 21% browse the Internetbrowse the Internet 网上浏览网上浏览– 15% 15% instant messaginginstant messaging 即时传讯即时传讯– 13% 13% e-mail e-mail 电邮电邮– 13% 13% text messagingtext messaging 文字传讯文字传讯– 6% 6% video games video games 视像游戏视像游戏

Shaping Collections for Shaping Collections for Millennial UsersMillennial Users 为千禧人建为千禧人建设馆藏设馆藏 Content – digital / immediateContent – digital / immediate

内容 内容 – – 数码化 数码化 / / 即时即时 Discovery – more like the WebDiscovery – more like the Web

探索 探索 – – 更像万维网更像万维网 Access – Anytime / anywhereAccess – Anytime / anywhere

取用 取用 –– 随时 随时 / / 随地随地

Consistent with Consistent with existing trendsexisting trends 配合当今配合当今趋势趋势 Satisfying Millennial Gen users does not Satisfying Millennial Gen users does not

conflict with needs of library users from conflict with needs of library users from previous generationsprevious generations 满足千禧代读者和来自满足千禧代读者和来自其他世代的读者需要并不互相抵触其他世代的读者需要并不互相抵触

Very much in tune with the strategic Very much in tune with the strategic directions most libraries have toward more directions most libraries have toward more digital, more immediacy of access, high digital, more immediacy of access, high quality servicequality service 更多数码化、更即时的取用途径更多数码化、更即时的取用途径和更优质的服务都与大部分图书馆的策略方向一和更优质的服务都与大部分图书馆的策略方向一致致

A matter of degreeA matter of degree 只在乎程度不同只在乎程度不同

An urgent needAn urgent need 急切需急切需要要 Baby boomers and Gen X’rs are happier Baby boomers and Gen X’rs are happier

with traditional forms of content and with traditional forms of content and existing modes of serviceexisting modes of service 婴儿潮一代与婴儿潮一代与 XX 世世代都乐于使用传统方式的内容和现有模式的服务代都乐于使用传统方式的内容和现有模式的服务

Millennials will move on to non-library Millennials will move on to non-library provided information sources and services provided information sources and services if not readily satisfiedif not readily satisfied 如果图书馆提供的资讯如果图书馆提供的资讯来源和服务不能满足千禧人的需要，他们将往他来源和服务不能满足千禧人的需要，他们将往他求求

There is a lot at stake for the future of There is a lot at stake for the future of libraries in adapting to generational libraries in adapting to generational transitions transitions 图书馆的未来将取决于我们能否妥图书馆的未来将取决于我们能否妥善迎合不同世代读者的需要善迎合不同世代读者的需要

Content of CollectionsContent of Collections 馆藏内容馆藏内容 Key characteristic of Millennial Gen: Key characteristic of Millennial Gen:

comfortable with working with content comfortable with working with content in diverse mediain diverse media 千禧代主要特征千禧代主要特征︰︰安于安于使用以不同媒体提供的内容使用以不同媒体提供的内容

Not adverse to print, but Not adverse to print, but 并不抗拒印刷并不抗拒印刷资料但资料但 ::

Digital content satisfies their need for Digital content satisfies their need for content more immediately availablecontent more immediately available 他他们追求能即时获取的内容，数码资源可满足们追求能即时获取的内容，数码资源可满足其需要其需要

MultimediaMultimedia 多媒体多媒体 Millennials prefer graphics over textMillennials prefer graphics over text 对千禧人来说，对千禧人来说，

图像胜于文本图像胜于文本 Music and audioMusic and audio 音乐和录音音乐和录音

– Well experienced Well experienced 经验丰富经验丰富 : File swapping: File swapping ﹙﹙档档案转换案转换﹚﹚ ,, p2p, iPod, MP3 p2p, iPod, MP3

Video Video 录像录像– Recreational and academicRecreational and academic 消闲与学术消闲与学术 ::

youtube.com, myspace.com/video, yahoo! youtube.com, myspace.com/video, yahoo! Video, bittorrentVideo, bittorrent

Millennials love to remix. Usually recreational, Millennials love to remix. Usually recreational, but explore ways to tap this interest with an but explore ways to tap this interest with an academic slant. academic slant. 千禧人喜爱把内容重新混合千禧人喜爱把内容重新混合，，一般都一般都作消闲之用，但也会找方法把这种兴趣用于学术中作消闲之用，但也会找方法把这种兴趣用于学术中

Library collection Library collection possibilitiespossibilities 图书馆馆藏的契图书馆馆藏的契机机 E-journals, e-books (we’re doing E-journals, e-books (we’re doing

that already)that already) 电子期刊，电子书（我电子期刊，电子书（我们已有采购）们已有采购）

Podcasts of lecturesPodcasts of lectures 把讲课制成播客把讲课制成播客 video libraries of stock footagevideo libraries of stock footage 把把影视片刻制成视像图书馆影视片刻制成视像图书馆

News archivesNews archives 新闻档案新闻档案 Data sets: census, GISData sets: census, GIS 数据组：人口数据组：人口调查，地理信息系统 调查，地理信息系统

Access to CollectionsAccess to Collections 取用馆藏取用馆藏 Best opportunity for impactBest opportunity for impact 引发效应的最好机会引发效应的最好机会 Building collections well underway, but how best Building collections well underway, but how best

to provide accessto provide access 馆藏建设俱备，但如何提供最佳取用馆藏建设俱备，但如何提供最佳取用途径途径

How to respond to their preferencesHow to respond to their preferences 如何回应他们如何回应他们的选择的选择 ::– ImmediateImmediate 即时的即时的– CollaborativeCollaborative 协作的协作的– IntuitiveIntuitive 直觉的直觉的– MobileMobile 流动的流动的– FlexibleFlexible 弹性的弹性的

Heightened User Heightened User ExpectationsExpectations 更高的读者期更高的读者期望望 Millennial Generation library users come Millennial Generation library users come

with expectations set by their with expectations set by their experiences of the Webexperiences of the Web 千禧代图书馆读者千禧代图书馆读者的期望建基于他们使用万维网的经验的期望建基于他们使用万维网的经验

Conventions for navigating and exploring Conventions for navigating and exploring Web-based resources well establishedWeb-based resources well established 漫漫游探索网络资源的习惯已经根深蒂固游探索网络资源的习惯已经根深蒂固

Dealing with large and complex bodies of Dealing with large and complex bodies of information nothing new to incoming information nothing new to incoming library userslibrary users 处理大量和复杂的资讯对图书馆处理大量和复杂的资讯对图书馆读者来说已经不是什么新鲜事儿读者来说已经不是什么新鲜事儿

Heightened User Heightened User ExpectationsExpectations 更高的读者期更高的读者期望望 Sophisticated Web skills Sophisticated Web skills 老练的上网技巧老练的上网技巧 Low tolerance for clunky and ineffective Low tolerance for clunky and ineffective

Web sitesWeb sites 不能容忍失修和没效率的网站不能容忍失修和没效率的网站 Confident in their ability – reluctant to ask Confident in their ability – reluctant to ask

for helpfor help 对自己的能力信心十足 对自己的能力信心十足 – – 不大愿意求不大愿意求助助

Group ExerciseGroup Exercise 小组研习小组研习

How well do libraries currently How well do libraries currently accommodate the information seeking accommodate the information seeking preferences of the Millennial generation preferences of the Millennial generation today? Suggest 2 or 3 changes in your today? Suggest 2 or 3 changes in your library’s operations and services that library’s operations and services that might be modified to better serve its might be modified to better serve its younger users.younger users.目前图书馆在满足当今目前图书馆在满足当今千禧世代寻找资讯的喜千禧世代寻找资讯的喜好方面做得如何？举出贵馆的运作和服务中二好方面做得如何？举出贵馆的运作和服务中二项或三项可做得更好以迎合年轻用户的转变项或三项可做得更好以迎合年轻用户的转变。。