Written CommunicationsLibrary Commission 02/05/20
Written Communication
Item #6
Follow-Upon Library
Commission's Efforts Regarding
Library Parking and
Transportation Options
New Bicvcle Lockers for Cupertino Civic Center
The City of Cupertino intends to install two 5-dock Bikeep stations in the vicinity of the
Cupertino Library main entrance. The photo below shows a typical Bikeep docking station.
The docks limit the need to carry a bicycle lock (quick -release rear tires still need to be locked
up), and they are operated through both a mobile app, as well as by use of a Clipper Card.
For more information on the Bikeep Bicycle Lockers, visit hops://bikeep.com/.
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Library Commission 02/05/20
Written Communications
Item #8
Receive Report on Santa Clara
County Library Patron Survey
The Santa Clara County Library District (SCCLD), in partnership with Harder+Company Community Research,
administered a Patron Satisfaction Survey designed to better understand the demographic characteristics of library
patrons as well as how patrons use the library. The survey also assessed overall satisfaction with library services and
sought recommendations for improving facilities, the timing of programs and services, collections and library access. This
report highlights key findings from the survey, which was available in paper and online format from May 20 through June
16, 2019. This survey was a follow-up from the 2016 Patron Satisfaction Survey. Where applicable, the report highlights
areas of progress from 2016 to 2019. The last page provides recommendations based on survey findings.
Highlights from the Report
Patrons were overwhelmingly satisfied with library services and their interaction with library staff.
Nearly all patrons (97%) reported that Reference Desk Staff and Accounts Desk Staff were friendly and
approachable, and 85% of indicated they were highly likely to recommend the library to friends and family.
The majority of patrons visit the library for youth programs and services. Three out of four patrons (75%)
ranked programs and services for youth as one of their top three most important reasons for visiting the library.
0 A majority of patrons are satisfied with the library's current operating hours. In response to the findings from
the 2016 Patron Satisfaction Survey, SCCLD underwent a major initiative to increase operating hours across community
libraries. In 2019, over half of patrons (57%) were satisfied with the library's hours.
The 2019 Patron Satisfaction Survey Report incorporates the feedback of nearly 7,000 patrons. The survey
was available to patrons in five languages (English, Spanish, Simplified Chinese, Traditional Chinese, and Vietnamese).
Significant efforts on the part of library staff nearly doubled the number of total surveys collected between 2016 and
2019 , and there was a 7% increase in responses from patrons whose primary language was not English.
santa Clara
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Key Findings from the 2019 Patron Satisfaction Survey I Page 2
Respondent Characteristics
A total of 6,796 individuals completed the Patron Satisfaction Survey. Nearly all respondents (97%) reported having used
the library in the last year; the remaining 3% were identified as "non -patrons" (i.e., those who had not used the library in
the last year). The map below displays the number of surveys completed by library location.
Survey Participants (n=6,796)
Milpitas 1 1,107
Los Altos 1 746
Morgan
.•6•
??I Non -Patrons 1 194
r Bookmobile 1 95
I Unspecified Community Library 1 164
Key Findings from the 2019 Patron Satisfaction Survey I Page 3
Race/Ethnicity (n=5,388)
White
Asian
Hispanic/Latino
9%
African American
10/0
American Indian/Alaska Native
1%
Native Hawaiian/Pacific Islander
10/0
Other
5%
The majority of respondents identified as white
(44%) or Asian (44%). Less than 10%
44% identified as Hispanic/Latino, African American,
American Indian/Alaska Native, Native
44% Hawaiian/Pacific Islander, or another
race/ethnicity.
Percentage totals may be greater than 100 percent because participants could
select more than one response.
Age (n=5,324)
The most common responses for "Other" were
Indian (45%), American (21%), Irrelevant
(18%), and Middle Eastern.
Progress since 2016 1 There was an
increase in respondents who identify as persons
of color. In 2016, 38% of respondents
identified as Asian, 7% as Hispanic/Latino and
4% as another race or ethnicity.
Over half of respondents were over age 44—of
those, about a third were between 45 and 64
Under 18
5%
and a fifth were over 65. Less than ten percent
of respondents were younger than 24.
18-24
3%
Progress since 2016 1 Despite a decrease in
25-44
35%
the percent of youth who participated in the
survey this round, the overall number of youth
45-64
34%
who responded allows for stable summary
statistics. In the 2016 survey, a third of
65+
22%
respondents were seniors; the age distribution
of adults and older adults this round is more
balanced.
Primary Language and Preferred Languages for Library Material
The majority of survey respondents reported they preferred library materials in English; 12% preferred
materials in Mandarin or Cantonese, and 5% preferred materials in Spanish. This may indicate the library is ,�
reaching a more linguistically diverse population.
Progress since 2016 1 Previously only 7% of respondents indicated a preference for materials in traditional
or simplified Chinese and 3% preferred Spanish.
96%
80%
. 9% 12%
English Mand antonese**
7% 6%
Other***
■ Primary Language (n=5,490)
Preferred Language* (n=5,502)
3% 5%
Spanish
1% 1%
Vietnamese
*Percentage totals for preferred language may be greater than 100 percent because participants could select more than one response. ** 8% of
library patrons listed Mandarin as a primary language compared to 1 % that listed Cantonese, these were combined since both spoken languages
can use traditional Chinese text (7% preferred) or simplified Chinese text (5% preferred). ***Other includes French (77), Hindi (56), Japanese
(41), German (30), Tamil (28), Korean (23), Italian (16), Russian (16), Hebrew (14), Telugu (11), Marathi (9), Gujarati (9).
Key Findings from the 2019 Patron Satisfaction Survey I Page 4
How Patrons Use the Library
Library Usage (n=6,436)
34% 33%
t1i
11%
2% 1% . 0 mmm�_
Weekly A few Monthly A few Yearly Never
times per times a
month year
Preferred Programs (n=5,338)
A third of survey respondents visit the library
weekly. About half of respondents reported
visiting the library in person a few times a
month or monthly during the past year.
Progress since 2016 1 Compared to the
2016 survey, this year's outreach plan aimed to
reach patrons who use the library at different
frequencies. This was achieved, as the percent
of users who visit the library monthly, a few
times a year, or yearly increased by 6%.
SCCLD offers a range of classes and programs for community members of all ages. Survey respondents were asked to
choose three programs or services they or their children find most important. Three fourths of survey respondents
(75%) prefer programs for children and youth under the age of 18, with 31% preferring programs for school -age
children. Just over a third (35%) preferred classes or programs for adults age 18 through 64, and 22% preferred
technology classes. For more data on preferred programs by community library, please refer to the survey databook.
75%
35%
22% 20%
13% 13% 12%
9%
For youth age For ages Technology For ages 65+ Book Family Other* English as a
18 and under 18-64 classes discussion programming second
language
(ESL)
Percentage totals may be greater than 100 percent because participants could select more than one response.
*Other includes Social Services (59), Book sale (42), Digital Materials (42), Recommendations (36),Educational Services (30), Discussion Group
(28), Account Services (27), Fewer than Three (21).
Key Findings from the 2019 Patron Satisfaction Survey I Page 5
Facilities (n=6,091)
Percentages indicate participants who selected "Most of the time" or "Always or almost always. "
The library is welcoming and comfortable
The building and facilities are clean
Computers operate effectively
Easy to find what you need
Printers, copiers, scanners are effective
WiFi is reliable
Electrical outlets are available
Self check-out is effective
Seating is flexible for individual or group work
Quiet areas are available
Never or rarely Sometimes ■ Most of the time ■Always or almost always
The vast majority of patrons were satisfied with the quality of library facilities. Nearly all patrons reports the library was
welcoming and comfortable (98%), the buildings and facilities were clean (98%), and the computers operated effectively
(95%). Patrons were less satisfied with the self check-out, seating, and availability of quite areas.
Progress since 2016 1 There was a 5% increase in patrons who reported the computers to be effective.
How Patrons Use the Library as a "'Social Space" (n=5,518)
Percentages indicate participants who selected "Most of the time," "Always or almost always," or "Sometimes."
General social ambience/atmosphere
Space to sit and chat
Play areas for children
Visits with patrons or staff
Rooms/spaces for discussion
Areas for student group work and talking
Never or rarely Sometimes ■ Most of the time ■Always or almost always
The most popular form of socializing was enjoying the general ambience and atmosphere (64%), followed by using the
library as a space to sit and chat (54%)
Key Findings from the 2019 Patron Satisfaction Survey I Page 6
98% agree
Accounts staff are
friendly and approachable*
Spotlight: Library Staff
97% agree
Reference staff are
friendly and approachable*
In addition, when respondents were
asked to identify their top three
programs and services, in -person
interactions with library staff (57%)
and in -person account services (44%)
were the most popular library features.
For comparison, all other programs
and services made it to the top three
of patron preferences on average 16%
of the time.
57%
One of the clearest findings to emerge from the
Patron Satisfaction Survey was the high degree
of appreciation for library staff. Nearly all
respondents reported that accounts staff (98%)
and reference staff (97%) are friendly and
approachable. *Excludes survey respondents
who responded "Don't know."
Further, as described in the above Facilities
section, 98% of patrons find the library
welcoming and comfortable. While this is
partially attributable to a library's physical
environment, the social atmosphere cultivated
by staff also deserves recognition.
44%
16%
Reference librarian In -person account Average of all other
assistance services programs and services
SCCLD 74
of respondents indicated they would be highly likely Ecommerce 63
8 5 % to recommend the library to family or friends.*
Construction 59
Legal Services 57
74 SCCLD's Net Promoter Score** of 74 is significantly Consulting 53
higher than most comparable industries (see table).
Hosting 32
This high Net Promoter Score indicates that users are highly Insurance 28
likely to recommend the library to others.
Restaurants 17
Hospitality 4
*On a scale of 1 to 10 of how likely patrons would be to recommend library services, a score of 9 or10 is considered "highly likely".
**The Net Promoter Score (NPS) is a standard, validated measure for measuring patron satisfaction and loyalty, and is determined by subtracting the
percentage of customers who are detractors (giving a score lower than 6) from the percentage who are promoters (giving a score of 9 or 10). What is
generated is a score between -100 and 100 called the Net Promoter Score.
i. "NPS Benchmark, Average Score per Industry". Retently. 2019.
Key Findings from the 2019 Patron Satisfaction Survey I Page 7
Referrals and Services that Can Help Patrons or Someone They Know (n=4,906)
Before releasing the 2019 survey, the evaluation team conducted two focus groups with 20 library patrons to learn about
suggested topics for further exploration. Patrons identified that libraries often provide information about connecting to
other important services. When survey respondents were asked which referrals or connections would be helpful to them
or someone they know, the most popular responses were information about employment (57%) taxes (49%) and social
service (49%). One fifth of respondents provided other ideas such as educational programs, contractors, and social
gatherings (see "other" description below).
Employment information about job
opportunities and search help
Tax preparation help (e.g. forms
and referrals)
Connections to social services (e.g.
healthcare, food and housing assistance)
Information about immigration resources
Other*
English as a second language services
(e.g. ESL class and resources)
20%
17%
34%
49%
49%
57%
*Other: Don't use these services (144), Educational Programming (131), Hired Services (e.g. contractor) (114), Information about
community event timing (109), Social gatherings (98), Services for parents and children (51), Mental health services (50), Outdoor
recreation (45. Please note that 'Other" was occasionally chosen to elaborate and/or differentiate from one of the provided options.
Accessing Information About Community Events and Resources (n=5,820)
58% 48% 46% 39% 26% 24% 18% 12% 9%
O 1 O O
1�5j ® �o 0 O 0 f I
_
Posted flyers Social Word of Local Parks & School Outreach Other* Community
media mouth papers Rec guides at events Patch
Over half of respondents reported that flyers were one of the primary ways they access information about community
events and resources. The next most frequent methods for accessing information were social media, word of mouth, and
local papers.
*Other: Online (194), Email (159), Newsletter (34) Other social (30), City Resources (28), Paper Mail (21), Other flyers (8).
Progress since 2016 1 The previous version of this question asked how patrons learn about library services and was
used to improve patron outreach.
Key Findings from the 2019 Patron Satisfaction Survey I Page 8
Library Access
Most Useful Alternative Options for Extra Library Access (n=4,705)
I am happy with library hours and
automated returns
Curb -side drop off points around
library property
While most library patrons (57%) reported that
57% current hours and automated returns met their
library access needs, additional curbside drop-off
points adjacent to the library were the most
35% popular alternative form of access (35%).
Self-service hours at the library 24%
Other book/materials return points ■ 19%
throughout community
Key card access outside . 15%
library hours
Other* 12%
Percentage totals may be greater than 100 percent because participants could select
more than one response. *Other: Alternate drop-off suggestions (47), Other card
access (24), Other self-service (21), Current system works (16). Please note that
"Other" was occasionally chosen to elaborate and/or differentiate from one of the
provided options.
Alternate Library Access (n=4,705)
Self-service hours and return points throughout
the community were also identified as alternatives
(24% and 19%, respectively).
Progress since 2016 1 In response to the
results of the 2016 Patron Satisfaction survey,
community libraries underwent an initiative to
increase hours of operation to better meet
patron's needs. This year, most users (57%)
indicated they were happy with current library
access options including hours and automated
returns.
Respondents were asked when they would like the library to offer alternative access through Key Card Access and Self-
service Time. Most patrons were content with current operating hours (55-57%). The second most popular option for
alternate access was tied at weekday evenings (32% for self-service and 33% for key card access) and weekend
evenings (32% for both self-service and key card access).
■ Key Car Access (n=4,702)
Self-service Time (n=4,718) 57% 55%
32% 33% 32% 32%
25% 24%
20% 20% 20% 19%
9% 8%
Weekday Weekday Weekday Weekend Weekend Weekend Content with
mornings afternoons evenings mornings afternoons evenings current
operating hours
Key Findings from the 2019 Patron Satisfaction Survey I Page 9
Collections
Materials are in good condition
Percentages indicate participants who selected "Most of the time"
or "Always or almost always . "
Books (n=5,421)
Periodicals (n=2,970)
DVDs (n=4,024)
Never or rarely
■ Most of the time
Sometimes
■Always or almost always
Collections are available in a variety of genres
Percentages indicate participants who selected "Most of the time"
or "Always or almost always . "
Books (n=5,374)
Periodicals (n=2,905)
-
ePeriodicals (n=366)
-
eBooks (n=3,339)
Audiobooks (n=2,966)
Streaming (n=1,639)
Never or rarely
■ Most of the time
Sometimes
■Always or almost always
With respect to the condition of library
collections, respondents indicated the highest
levels of satisfaction with books and periodicals,
and slightly lower levels of satisfaction with
DVDs.
Progress since 2016 1 There was a 7%
increase in the number of respondents who
reported DVDs are always clean and the
number of respondents claiming this is "never"
or "sometimes" true fell 3%.
Overall, survey respondents were satisfied with
the variety of genres represented in library
collections. They expressed the greatest
satisfaction with variety of books and
periodicals, and slightly lower levels of
satisfaction with the variety of e-books,
audiobooks and digital streaming.
Progress since 2016 1 There was a 4%
increase in satisfaction with e-book variety.
Materials are available in the languages patrons prefer
Percentages indicate participants who selected "Most of the time"
or "Always or almost always . "
Books (n=5,049)
DVDs (n=3,813)
Periodicals (n=2,794)
eBooks (n=3,097)
Never or rarely Sometimes
■ Most of the time ■Always or almost always
Respondents also weighed in on their
satisfaction with the languages in which library
materials are available. They expressed high
satisfaction in language availability overall,
particularly with regard to books, DVDs and
Periodicals.
Progress since 2016 1 While satisfaction in
book language offerings fell 3%, this could be a
reflection of the more linguistically diverse pool
of survey respondents in 2019.
Key Findings from the 2019 Patron Satisfaction Survey I Page 10
Digital Resources (n=4,849; n=2,065)
1 9 1 of survey respondents visited the
% website in the past 12 months
of patrons do not have difficulty
7 O % accessing e-materials
How Patrons Learn about Accessing e-materials (n=599)
For patrons who said they had difficulty accessing e-materials, the two most popular options for learning more about
them were by viewing a web tutorial video (55%) and through an online user guide (53%).
55% 53%
28%
E E 16% 15% 14%
11% 9%
Viewing a web Through an Drop -in In- Attending a I don't need Web chat with Email with In -person
tutorial video online user person with technology to learn more reference reference appointment
guide reference class at the librarian librarian with reference
librarian library librarian
How Patrons Get Recommendations about Reading Materials (n=4,758)
69% 43% 34% 26% 180/0 16% 16% 12% 7%
000 O
Od R W IIIII� = (i)
AA
Family or Commercial Current Library Library Library I don't Library
friends websites Periodicals Website Book List staff Other* do this Digital
Resources
Family or friends were by far the most popular resource for book recommendations (69%), followed by commercial
websites like Amazon (43%) and recommendations from modern periodicals like the New York Times books lists (34%).
However, after these options, library resources make up the next three top spots.
Key Findings from the 2019 Patron Satisfaction Survey I Page 11
When collections are placed on hold, the waiting period is reasonable. (n=4,774)
95% A large majority of respondents agreed that the
waiting period for periodicals, books, DVDs, and
audiobooks that are placed on hold is
90% 90% reasonable
88%
Periodicals Books DVDs Audiobooks
(n=4,767) (n=4,777) (n=4,774) (n=4,760)
Progress since 2016 1 The number of
respondents reporting reasonable book hold
times increased 2% and the number reporting
reasonable DVD holds increased 9%.
Agree or disagree? Library fines and late fees deter patrons. (n=4,741)
Mostly Completely
Agree Agree
7% 4%
Somewhat
Disagree
13%
Completely
Disagree
76%
The majority of respondents did not consider
late fees and fines a deterrence to library use.
In fact, only 11% of respondents state that
"Library fines or late fees on materials have
deterred me from using the library in the past
12 months."
Key Findings from the 2019 Patron Satisfaction Survey I Page 12
Recommendations
The following recommendations are based on the findings from the Patron Satisfaction Survey:
Explore strategies to make improvements to collections and facilities
Collections
• Consider producing and promoting more web content to instruct patrons on e-material use - especially online
video tutorials and user guides.
• Offer digital material in a wider variety of languages. Patrons expressed limited availability of digital material in
alternative languages. In addition to the languages in which the survey was implemented (English, Spanish,
Traditional and Simplified Chinese, and Vietnamese), French, Hindi, and Japanese which were the highest "other"
responses for preferred language of materials.
Facilities
• Explore opportunities to enhance seating. While there are limitations on the changes SCCLD can make to libraries'
physical structures, SCCLD has been systematically looking for opportunities to enhance seating. Data from this survey
suggests that SCCLD should continue to explore this opportunity.
Consider adding on property curb -side drop-off points for patrons to make returns. These may be particularly
beneficial for community libraries with limited parking.
Explore strategies to make targeted improvements to its programs and services
Programming
• Ensure sufficient youth programming and cross check report results with preferred times by community library
location. SCCLD could also examine the timing and frequency of program offerings, since this year's survey included
additional questions about the preferred timing and frequency of services for patrons' favorite programs.
• Consider other methods for advertising adult programming and technology classes. Adult programming (ages
18-64) and technology classes were also in high demand. SCCLD could consider advertising using the methods patrons
identified as being effective including identifying high traffic public space outside the library for flyering, exploring
ways to better utilize social media, and ensuring event postings are easily accessible via the website.
Services
• Explore way to help patrons with service connections and learning. Focus groups with library patrons revealed
that libraries often connect individuals with social services, and the survey revealed that help around ESL and tax
needs are valued by patrons. We recommend that SCCLD pursue community partnerships for libraries to provide
additional information on employment, taxes, social services, and immigration resources. Easily accessible and well -
promoted resources could assist community members in need of these vital services.
Key Findings from the 2019 Patron Satisfaction Survey I Page 13
Consider analyzing card holder data to better understand the SCCLD patron base. Of the patrons who
responded to the 2019 Patron Satisfaction Survey, 9% identified as Hispanic or Latino, and 1% identified as Black or
African American, American Indian or Alaskan Native, or Native Hawaiian Pacific Islander. According to the U.S.
Census ii statistics for Santa Clara County, 25% of residents identify as Hispanic or Latino, 3% identify as Black or
African American, and about 1% as American Indian or Alaskan Native, or Native Hawaiian Pacific Islander. Since
county statistics do not align perfectly with library district demographics, SCCLD could consider analyzing card holder
zip code data to construct the appropriate demographic comparison by patron census tract. Having a better sense of
target patron demographics will help to make outreach, collections, programs, and services culturally relevant and to
meet the needs of the diverse population of patrons.
Explore strategies to expand already -successful practices
Policy
Continue to invest in services and strategies that work well. In particular, one of the major takeaways from the
survey was that patrons greatly appreciate the friendly and approachable staff services, with between 97-98%
reporting this to be the case for both accounts staff and reference staff. We recommend additional research to identify
exactly what staff are doing that patrons appreciate. This would allow SCCLD to identify and distill their unique staff
services.
Additionally, while appointment -based reference help is not in high demand, if you are considering pursuing this
service, it will require much publicity and a strong roll -out, since most patrons are ambivalent about the option.
Finally, it's good news that library fines and late fees do not seem to be a great deterrent for those who took the
survey. Depending on the costs of changes to fine systems, weigh this evidence along with existing studies of fines'
disproportionate impacts.
Staff Support
• Continue to foster a culture that supports library staff and ensures that patrons as well as the broader
community, are aware of the library's excellent customer service. SCCLD might consider incorporating graphic
messaging into library environments to showcase their strong patron services. Excellent staff services create a warm,
social ambience. The district staff should also continue reaching outside of the library to further promote the excellent
features of the library that are greatly appreciated by patrons and keep people coming back!
ii. United States Census Bureau Quick Facts. July 2018.
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