Posted on InfoViews, Feb. 22, 2011:

It’s not news that today’s end users don’t see the library as a primary destination for research. Users have much shorter memories than we do. Librarians tend to see the library as “evolving” from the print model to the electronic. But, users, especially students, perceive the library only within their electronic paradigm. And the library comes up short because user perception is that the library is not electronic.

The new OCLC study Perceptions of Libraries, 2010: Context and Community says “the library brand is still books.” Given all of the academic library investment in electronic resources, this user perception must be (another) wakeup call. Despite “evolving”, libraries are not perceived as the starting place for research.

Despite the negatives, users still believe in the value of libraries.   Says Jane Burke: “This trust is good.  We can work with this.   Stay tuned.”

Read the entire post online here.