Just another comment…of the 26 individuals who registered to use downloadable audiobooks from April – July 2008 who stopped using the service, 24 of them (92%) were active, in-person library users during the same period. WOW.

Of the 12 patrons who are registered for downloadable books and who are either active users or who have registered within the last 30 days,  10 or them (83%) are active users. I can’t determine the status of two others because their names don’t match what’s in our files.

So what does this mean? It seems trying or using downloadable books is an extension of the services already used by our active user base. The service doesn’t seem to be connecting with the theoretical “people who want to use their library a different way.” And while most of our marketing has been pitched to people who come in to the library (Electronic bulletin board slides and postcards handed out to advertise June’s classes) there’s also a notice on our home page, so it is accessible to people who never set foot in here.

Interesting.

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Numbers are in for July downloadable audiobook usage…holding steady in the mid 130s, which is what we bumped up to after our late Spring advertising campaign and classes.

Time to delve into this a little further. We have two downloadable subscriptions, one of which registers patrons like a regular library. We had 47 registrations for that service from April 1 – July 31. Of those 47, 19 (or 40%) were staffmembers, test accounts for the classes we offered, or are people who are actively using the service.

I’m going to contact the other 60% by email and ask them why they haven’t used the service much or at all since they signed up. I did this a couple of years ago and found that most people dropped off when they realized you couldn’t use the service with an iPod. Unfortunately that hasn’t changed much, although Overdrive is finally taking baby steps toward the iPod crowd. Unfortunately, with iPod marketshare estimated around 70% (that low? see here) what we really need are giant leaps.

Keep an eye on this space for results.

I’m interested in knowing about any market research projects you all know about or are involved in:

What kind of research did you do? (Focus groups, surveys – web-based, paper, other? – patron observation, environmental scanning, etc.)

Did you make any changes in offerings or service based on the results?

What was the result of those changes, positive or negative? (increased circ of a collection, increased support of the library or a service, etc.)

Post a comment or email me, and if you email me privately, let me know if I can reference your email in a future post. Thanks!