Investigation into customer reactions to youth orientated multimedia in public libraries

Abstract

Using focus groups, this study investigated young adults' reactions to the multimedia provided by Christchurch City Libraries. What motivates young adults to use the multimedia at the library, what do they use it for, how do they feel about the library providing multimedia and is it an effective means of promoting the library to young adults, were concerns investigated. The lack of previous research has necessitated the use of Grounded Theory, while also allowing the young adults to bring to light concerns important to them. While this research cannot be generalized to the entire population of young adults, it provides useful insight into the attitudes of the young adults who participated. The results of the focus groups proved to be somewhat surprising. Young adults identified computers as one of the best things about the public library, closely followed by books. There was general agreement by young adults that there were not enough computers provided by the public library to meet demand. Where the young adults opinions differed, was in relation to how multimedia was used in the library. With some young adults rejecting the provision of one particular format of recreational or entertainment multimedia. It appears that access to multimedia and preconceived roles of the public library influenced young adults reactions and attitudes to multimedia. While young adults acknowledged the ability of multimedia to attract their age group to the library, it is questionable as to whether multimedia alone can attract young adults, who do not currently use the public library, in light of the additional changes that they identified as desirable to make the public library more appealing to youth.