THE IMPACT OF THE BABY BOOMERS ON PUBLIC LIBRARIES: MYTH AND REALITY.

A statistical and demographic profile of baby boomers at the local, state and national levels in Australia is provided, with specific reference to a survey within the Shire of Swan, Western Australia. The impact of this generation on public libraries is analysed. Technology will be one force leading to a need to provide greater home delivery of resources. Edited version of a paper given at the Alia national public libraries conference Perth WA 14-17 November 1999

Along with other nations, Australia is experiencing one of the greatest demographic movements and cultural shifts in history because of the baby boomer generation.

This generation has long commanded the attention of demographers, politicians, marketers and social scientists. It has had a significant impact on the national psyche, politics and the social fabric of all nations. It transformed and literally disrupted the social norms of established society.

In numbers it is vast. However, sheer numbers is not entirely the issue.

Objectives

Is it a reality or a myth that this generation will impact on public libraries? This is the question addressed in this paper which has five main objectives. To

* provide a statistical and demographic profile of the baby boomers at the local, state and national levels within Australia

* examine the term `generation'

* provide characteristics of the baby boomer generation

* present comparative results and outcomes of a survey within the Shire of Swan Public Library Service in Western Australia where the baby boomers were statistically targeted

* address the issue of mythical or real impact of this generation on public libraries

The paper forms part of preliminary research conducted for a doctorate on the baby boomers and public libraries.

The survey

Users of the Shire of Swan Public Library Service were the basis of the survey sample for this research and the results of an initial pilot project/survey of the baby boomers have partially contributed to the content of this paper. The survey, commissioned by the Shire of Swan Public Library Service, was conducted through the Australian Management and Development Research Centre Unit of Edith Cowan University with input from staff of the library service.[1]

Demographic analysis--baby boomer statistical profile

This analysis has involved an examination and assessment of expanded thematic profiles by the Australian Bureau of Statistics of the boomers in Australia, Western Australia and the Shire of Swan. All statistics have been based on the 1996 census and the baby boomer period has been determined from from 1946-1961.

Table 1 highlights some comparative demographic details about the baby boomers in Australia, Western Australia and the Shire of Swan.

Table 1 Demographic analysis 

                                 Australia    Western      Shire of
                                              Australia    Swan

                                      NUMBER OF BABY BOOMERS

Total number of baby boomers     4,233,310    418,356      16,235
Number of baby boomers %         23.65%       24.23%       24%

                                          PLACE OF BIRTH

Australian born                  67%          59%          54%
Overseas born                    33%          41%          46%

                                    PROFICIENCY IN ENGLISH

Speaks only English              82%          86%          81%
Speaks another language &
 English well/very well          13%          10%          14%
Speaks another language &
 English not at all well         2.5%         1.5%         2.5%

                                           EMPLOYMENT

In labour force                  78%          79%          78%
Employed                         73%          75%          72%
Unemployed                       11%          9%           10%
Not in labour force              18%          18%          20.4%
Employed as managers,
 administrators, assoc
 professionals                   24%          25%          20.9%
Employed as clericals,
 tradespersons, service
 workers, production, sales
 & labourers                     54%          54.5%        63.7%
Employed as professionals        20%          18.5%        12.8%

                                          INCOME LEVELS

Weekly income $200-$599          22%          19.8%        23.4%
Weekly income $600-$999          25.8%        25.4%        30.9%
Weekly income $1000-$1,999       27.7%        29%          26.4%
Weekly income $2000              7.2%         7.2%         3%
Partial income                   13.2%        14.6%        12.5%

                                         EDUCATION LEVELS

Bachelor/postgrad dip/higher
 degree                          15 %         13%          8%
Undergrad diploma/associate
 diploma                         8%           8%           7%

Educational statistics have been based on unpublished tables of the 1996 census of population and housing prepared by the Australian Bureau of Statistics.[2]

From the table it is evident that there are many baby boomers at the national, state and local levels and many have been born overseas. Proficiency in English is high and almost half are employed in professional capacities with the other half in trades and other employment.

Educational levels are high and after a further breakdown of the statistics it became evident that there was little difference between the number of `leading edge' boomers (those born between 1946-1955) in Australia and Western Australia with higher educational levels than those of the `trailing edge' group (those born between 1956-1961).

Of the `leading edge' baby boomers in Australia 8.4% had attained a higher degree, postgraduate diploma or bachelor degree and 4.8% either an undergraduate diploma or associate diploma.

By comparison 6.3% of the `trailing edge' boomers had achieved either a higher degree, postgraduate diploma or bachelor degree and 3.2% an undergraduate or an associate diploma.

In Western Australia 7.6% of the `leading edge' boomers had achieved higher degrees, with 5% having an undergraduate or associate diploma. Of the `trailing edge' boomers 5.6% had achieved a higher degree, postgraduate diploma or bachelor degree and 3.3% an undergraduate or an associate diploma.

In the Shire of Swan the results for the `leading edge' boomers highlighted that 4.5% had achieved higher degrees and 3.9% an undergraduate or associate diploma. As for the `trailing edge' boomers 3.4% had achieved higher degrees and 3.1% an undergraduate or associate diploma.

A comparative analysis was undertaken of the overall tertiary education levels in Western Australia for the years 1938 and 1948. This information was based on statistics from the relevant statistical registers of Western Australia.(3) Students who were born in 1920 would have entered university in 1938 when only 727 persons were enrolled in degree courses, from a population of 460,161. This represented 0.15% of the population.

In 1948, when those born in the 1930s would have been attending higher education institutions, only 1950 persons of a population of 522,330 were enrolled in degree courses (0.37%).

Within the same periods of time only 108 degrees were conferred in 1938 and 176 in 1948. Despite the low higher educational levels within these years, some of this age group could, however, have obtained higher degrees later in life.

In general these results emphasise the fact that there are a greater number of those born between 1946-1961 with higher educational levels than those of previous generations.

What is a generation?

A generation is

   ... biologically measured by the time it takes an organism to reach sexual
   maturity. Human generations have been traditionally defined in 15 year
   spans. Colloquially, we are less strict than that: we tend to speak of
   generations in terms of a group of individuals who were born at about the
   same time, or in the same era, and who have been subject to common social,
   economic cultural and economic influences.(4)

Some demographers use a 30 year gap to separate generations. In his book Generations: baby boomers, their parents and their children Mackay has used a 25 year gap reflecting the average time between a woman's birth and the birth of her first child. For the rising generation of adults that span has now to be extended due to the postponement of both marriage and parenthood.

Social scientists frequently use generation to designate groups of people born at approximately the same time, whether or not they are related by blood. In this usage it is usually accompanied by an effort to explain the behaviour of the members of the generation by the conditions peculiar to their time. Thus the generation itself may be described as being the `lost generation', or the `postwar generation'.

In general terms it refers to a group of individuals who were also born in the same era and who have been exposed to generic social, cultural and economic influences.

A common value of those individuals of the Depression generation, that is those persons programmed and raised during the 1930s, was financial security. This influence has manifested itself in behaviour patterns relating to cash versus credit cards. It is not universal that all individuals of the Depression era will reject credit cards. However a major proportion prefer cash transactions.

Generations are different not through some biological inevitability but due to the formative years of individuals who have been programmed with specific values and who have lived in environments that are socially, culturally, economically and technologically different.

The material differences within generations and the impact of technology, drugs and the new music wave are often accepted by parents. However life can become quite tense and uneasy when values, outlook and role in the development of their children's generation are identified and discussed.

To understand the differences between each generation is critical to the achievement of social cohesion and the delivery of appropriate services. Although we are a product of our unique genetic inheritance, it cannot be denied that social, economic, cultural and technological influences have contributed to the shaping of our early lives.

It appears that we accept cultural differences more readily than generational differences. To achieve a seamless society it is essential that both cultural and generational differences are understood and accepted. Boomers, their parents and their children are all part of our evolving society. The key to social harmony is to understand, recognise and understand the gaps and at the same time being prepared to bridge those gaps.

Three generations

In Australia, Hugh Mackay(5) has identified three generations competing for current services and demanding an understanding of their needs. These three generations are those born in the 1920s often referred to as the `silent' or `lucky' generation, the baby boomers born between 1946-1961 and the baby busters or generation X, the children of the boomers. In essence these are three different societies.

The older generation is a product of the great depression and was the youth of world war two. This generation was followed by the boomers who were raised in an era of unprecedented economic prosperity, overshadowed by the threat of the cold war.

The baby busters or generation X have been born into a society which is experiencing enormous and radical social, cultural, economic and technological change. This is reflected in their sometimes pragmatic and cynical realism and subsequent attitude towards life.

As service providers we need to acknowledge the fact that there are these generational differences within our communities, that the gaps need to be bridged and the diversity addressed in relation to service provision. In addition these generational differences will impact on our marketing and communication strategies, selection of resources, programs and service delivery methods.

Indeed, every generation contributes to the making of our society, which results in a rich, diverse fabric of human endeavour, values and attitudes.

Baby boomer generation

The baby boomer generation has often been referred to as the `breakthrough', `me' and `stress' generation with a host of other terms used by astute marketers referring to its ageing segment as grey power, Abebs (asset backed empty nester), Opals (older people with active lifestyles), Woopies (well off older people) and in the US as the C generation after baby boomer President Bill Clinton.

In America there are about 76 million boomers which represents 29% of the population. In Australia, there are over four million boomers representing 24% of the population.

The immediate questions that do arise are

* what has influenced this generation

* what are the characteristics of the generation

* is it a homogenous group of individuals or are there major differences?

Born after world war two, the `pig in the demographer's python' the boomers are now in their `boom' period. Baby boomers are individuals who grew up in the second half of the 1940s, the 1950s and the very early 1960s. The period is often recorded as between 1946-1961. Some demographers, particularly in the US, refer to the period between 1946-1964. For the purposes of this paper the period 1946-1961 has been selected.

The baby boomers are almost notorious as the first generation not only in challenging the mores of the past, but also to have actually fundamentally changed them. Rock music, drugs and free love may all be part of today's generation, but it was the boomers who lead the way and made the new the norm.

The term `postwar baby boom' refers to the increase in births when Australian servicemen returned home from world war two. The birth rate rose to record levels, creating the generation that came to be known as the baby boomers. Couples who had deferred marriage celebrated their marriage and were keen to establish families. Other couples wanted to complete their families after having been separated by the war years. This boomer period was the outcome of two other booms, namely the marriage and economic boom that began in the late 1940s and lasted until the early 1960s. After the return to peace following the long war, optimism and stability prevailed and the family and the home became a major focus of Australian society.

One of the most valuable contributions to an understanding of the baby boomers from an Australian perspective is the work of social psychologist Hugh Mackay. His publication Generations: baby boomers, their parents and their children, which has been previously referred to, is the outcome of many years of research. The work focuses on the characteristics of the baby boomer group in the Australian context. In it Mackay has concentrated on the `leading edge' boomers, those born between 1946-1955. Marketing circles refer to this text and Mackay is extensively consulted to assist with trend predictions.

He refers to the baby boomers (`leading edge') as the `stress' generation, their parents the `lucky' generation and their children the `options' generation.

In their quest for the personal happiness that this generation had been led to expect due to the timing of their birth, Mackay is reported to have stated, as summarised by TeamWorks Australia in its publication Baby boomer research top up, that the boomers have

* become the most divorced generation

* created the two income household as the cultural norm

* as a result of the above, redefined the dynamics of family life to include single parent families, remarriage and joining families, and delaying having children

* lead the gender revolution

* grown up with the ideal of egalitarianism(6)

As for information the boomers consume it `as voraciously as they have previously consumed Thai food, experiential holidays, sexual partners and cars'.(7)

Both Mackay and Carol Davis, another Australian leader in research relating to the financial status of the baby boomers, identify two distinct groups among the baby boomers as the `leading edge' and the `trailing edge'.

Davis has described the former group as those who took advantage of the boom after world war two, who own their own homes and have few debts. Their children have either left, or are progressively leaving home. If a two income family, they have a higher disposable income than their young counterparts and as a group are powerful both economically and politically. The `trailing edge' boomers have been described as not having the same opportunities as their senior counterparts and as a result of a depressed economy particularly after the 1987 stock market crash have experienced financial difficulties. They do not own their own home outright and are still educating their children.(8)

According to Mackay the `leading edge' boomers, in their search for peace of mind, are responding to their newly discovered future as follows

* they want to simplify their lives, but seem to keep adding more activities and challenges

* they continue to spend and acquire more possessions

* they have become obsessed with safety (air bags in cars; security systems at a home) and regulations (censorship)

* they are contradictory about food: the trend is for fast but healthy. They are abandoning diets and fads

* they are encouraged to learn that walking might be as beneficial to fitness as jogging and are becoming more relaxed about exercise

* they see sharing time over a pizza with the family as being preferable to grabbing a quick snack of `healthy' food on the run.

TeamWorks Australia identifies the work of Warner who cites a study conducted by the University of Michigan which also indicated that the two halves of the baby boomer generation are quite different, particularly in their saving and spending patterns. This study concluded that the more senior baby boomers have become quite careful and thrifty as they approach retirement. Their junior counterparts have adopted those spending habits associated with the boomers directly after world war two.

Warner, in the same article refers to additional work by The Strategy Group which recommends that marketers should consider their target markets in terms of `cohort groupings' rather than broad age categories that cross generations. This concept relies on common behavioural trends in other words, people born around the same time (a `cohort') will share many similar and long lasting attitudes about life, formed in youth and adulthood.(10)

The AMR: Quantum Harris and advertising agency McCann-Ericson surveyed 700 baby boomers, followed by 60 indepth interviews and compared their views and outlook with 1300 older and younger `nonboomers'.(11)

This study revealed that about half of the baby boomer population were financially comfortable and relatively content and satisfied with their lives. The other half did not respond in the same way. The study has identified three cohorts of boomers with some major subgroups. The 35-40 year olds described as boomettes were seen as still materialistic and acquisitive. Middle boomers, the 40-45 year olds, were considered to be more liberal in their outlook whilst the 45-50 protoboomers were identified as conservative and more like their parents. In this study the major subgroups were named after flowers, an acknowledgment that baby boomers grew up in the flower power era.

From this overall presentation of some of the salient characteristics of the baby boomers what have we learned? In essence that the baby boomers are not a homogenous group. and that it is important to understand the respective mindsets of the groups to determine their needs and to establish appropriate communication strategies.

What is significant is not so much the age difference but rather the characteristics attributed to the various groups in particular their values and their attitudes.

Shire of Swan Public Library survey outcome

In April 1999 the Shire of Swan Public Library Service undertook a survey of 881 users. This survey sought the following information

* demographic profile

* satisfaction levels with the library service

* self service options

* purpose for using the libraries

* prioritisation of future needs

* personal computer/internet availability

* value to the user of variety of resources and services

* passive and active leisure preferences

The survey was constructed in such a way as to analyse the baby boomers as library users within the same areas as mentioned above. To achieve this outcome, the age groupings were arranged so that both the `leading edge' (those born between 1946-1955) and the `trailing edge' (those born between 1956-1961) could be identified. The tabled outcomes identify the collective responses of the baby boomer groups.

The baby boomers represented 31.3% of those 881 users who were surveyed. The following outcomes have been compared with the responses of the 54+ age group.

Demographic profile

Of the respondents 74.6% were female and 25.4% male. 47.5% were aged 38-43 years (`trailing edge' boomers) and 52.5% were aged 44-53 years (`leading edge' boomers), 72.1% were married, 15.2% were either separated/widowed/divorced and 18% in a de facto relationship and 17% single.

Of the 54+ age group 55.3% were female, 44% male, 57.6% were aged 54-65, 28.3% in the 66-75 age bracket and 14.1% were recorded as being over 75 years. Regarding their marital status, 72.5% were married, 23% separated/widowed/divorced. 3.7% single and .7% in a de facto relationship.

With regard to employment 34.2% of the baby boomers were in full time employment and 22.9% were in part time employment. 3.3% were full time students, 19.6% were involved in home duties, 11.6% were self employed with 2.5% unemployed and 2.2% retired.

Those in professional and technical employment equated to 32.5% with 15.8% employed in clerical/administrative capacities, 13.2% working in the service industry, 4.5% in management 4.5% as tradespersons and 3% as labourers, production and transport workers.

By comparison with the 54+ age group there were more baby boomers employed in professional/technical positions than the older group (19.9%). However of the latter group only 9.3% were in full time employment, 7.8% in part time employment and 63.6% were retired.

Education levels revealed that 22.3% of the baby boomers had achieved a bachelor's degree and 9.5% postgraduate degree /diploma. 20.9% had gained a certificate/diploma from Tale.

Years 11 or 12 had been achieved by 17.9% and year 10 by 18.3%. Trade certificates had been received by 7.3%.

By comparison with the 54+ age group, 19.7% had achieved a bachelor's degree and 6.8% a postgraduate degree/diploma.

There were in fact more baby boomers with a certificate/diploma from Tafe (20.9%) than the 54+ age group (10.4%). However those with trade certificates were far less among the baby boomer group.

As for their country of birth 58% of the boomers were born in Australia and 42% were born overseas with 23.4% of the overseas born originating from the UK.

Of the 54+ group 46.4% were born in Australia. However 40.8% (a marked increase) were born in the UK. Overall there were far less persons born in other countries outside Australia than in the baby boomer group.

In relation to income 36.5% of the baby boomers received $20,001 to $40,000pa, 28.6%, $40,001 to $60,000 pa, 13.9% $60,001-$80,000pa and over $80,000pa 7.1%. Only 1.3.9% received less than $20,000pa.

The 54+ group findings were that 52.5% received less than $20,000 per annum with 28.9% receiving $20,000-$40,000, 12%, $40,000-$60,000and 5% $60,000-$80,000.

Satisfaction levels

Satisfaction from both the baby boomers and the 54+ group with the staff in relation to helpfulness, friendliness, knowledge, expertise and availability of staff was highly rated. The general speed of the service was also found to be highly satisfactory.

Dissatisfaction was expressed by the baby boomers in relation to the number of internet access pcs and the range of multilanguage resources.

For the 54+ little dissatisfaction was expressed although the, number of internet access, pcs and the currency of council information were identified with a lower rating.

Self service options

Baby boomer respondents wanted to be able to check their own records, place reservations and renew their loans. They were least likely to want to conduct all transactions electronically from home or work.

For the 54+ group the most important self service option was the ability to renew loans, (29.6%), followed by the ability to check loan record (26.7%)followed by the ability to place reservations (24.2%) and then issue own loans(20%)

Purpose for using the libraries

Recreation and leisure was rated by 57.8% of the boomers as the main reason for using the libraries. This was followed by general interest (17.5%) formal study (14.9%), business, employment (6.2%), internet access (2.5%).

There were some significant differences with the responses from the 54+ aged group.

By comparison 78% of the 54+ age group used the library for recreation and leisure with only 13.4% for general interest, 2.2% for formal study and 1.5% for business employment.

Prioritisation of future services

Future services were prioritised by the baby boomers as follows, according to the mean ratings:

* electronic access to the library from home (4.03)

* ability to email information queries to the library (4.61)

* internet training (for a fee) (4.61)

* electronic books (5.39)

* online searching of international databases (for a fee) (5.41)

* colour photocopier (for a fee) (5.42)

* image scanner (for a fee) ((5.84)

* self service issue system (5.87)

* lecture program with guest speakers (for a fee) (6.32)

* special information (for a fee) (6.48)

* other (8.21)

Regarding prioritisation of future needs the major differences with the 54+ age group were as follows.

This 54+ age group nominated lecture programs with a guest speaker and a self service issue system as a number one priority. These services were rated far lower by the baby boomers.

The demand for a lecture program by the 54+ has been proven through the Shire of Swan's lifelong learning program where eighteen lectures were presented over a seven month period.

Of the 686 attendees, from which 351 evaluation responses were received, 53% were of the 54+ age group and 26% of the baby boomer group. This result was possibly due to the fact that the baby boomers are still in the workforce and the program was more suited to retirees who had more time for such pursuits.

Both the 54+ and the baby boomers respectively selected electronic access to the library from home, interact training (for a fee) and the ability to email information queries to the library as a high priority.

Personal computer, and internet access

With regard to availability of personal computers and the interact at home the outcome for the baby boomers was

* 36.3% had a personal computer without interact access

* 3.5.9% had a personal computer with interact access

* 27.5% did not have a personal computer at home

By comparison only 61.3% of the 54+ group did not have a pc at home and only 17% had a personal computer with interact access. 21.6% had a personal computer without interact access.

It is interesting to note that this group listed remote access to the library from home as one of the highest priorities for the future and yet only 17.1% have access to a pc with connections to the internet.

This may be clarified by the following comment. As this priority question relating to remote access to the library was a ranked question, it is not possible to determine whether the 54+ would actually use this service. Hence, their response may have been based on the fact this facility was a good idea or that it was a current trend and would be an expectation for the future.

Value to user of services and resources

Baby boomer library users attached most value to the nonfiction resources (mean rating of 4.32) followed by the reference collection with a mean of (4.12).

The fiction collection (4.09), reference and information service (3.90) and fee paying services as photocopier, fax, laminator (3.69) and community information (3.36) were also perceived as valuable.

The least important services were seniors' services (2.33), multilanguage collection (2.23) and children's and youth services (2.88).

By comparison the 54+ placed the greatest value in the following order of priority:

* fiction collection

* nonfiction collection

* seniors' services

* community information

* reference and information service

* reference collection

* photocopier

Passive and active leisure interests

Amongst the passive leisure activities reading rated the highest leisure activity by the baby boomers followed by listening to music, visiting libraries, watching television and gardening in order of priority.

In relation to active leisure activities running and walking rated the highest followed by swimming water sports, dancing and aerobics/fitness classes.

By comparison the 54 + designated the highest ratings to exactly those of the baby boomers with some slight variation in the percentages.

Impact of the baby boomers on public libraries: myth and reality?

From this research it is obvious that the baby boomers are not a homogenous group. In fact there appears to be two distinct groups with major differences and subgroups within the groups. The boomer market can indeed be split into various segments. Awareness of this, and knowledge of these segments within our respective communities is critical for future service provision

The burning question

Now to the burning question--will the baby boomers as a generation impact on public library services and resources?

Demographics have shown that by the years 2011-2021 the boomers will join the ranks of the mature market (the term seniors or aged will undoubtedly be heavily debated and denied by this group). This impact will be encountered by all service providers, including public libraries.

As this group ages or matures it is inevitable that the impact for public libraries will be focused on seniors' services and the viability of catering to the needs of this diverse age group, which has a high proportion of ethnicity.

From a generational standpoint public libraries will be supporting the needs of two ageing generations, those born in the late 1920s, 1930s (the older generation) and the baby boomer aged. These are two diverse generations with diametrically opposed values, attitudes and expectations, which as a combined force will place significant demands on services and resources.

Based on the 1996 census the 65+ age group in Western Australia were 14% of the population. In 1996 24% of the population were baby boomers. Within the years 2011 and 2021 the former group will join the more inactive and frail aged group and the baby boomers will enter the 65 + age group. Together these two groups will pose a real challenge to public library service providers as they both compete for very diverse services.

Boomer characteristics

As a group, in general terms market research has shown that the boomers are demanding and do expect value for money, quality products and convenience. Time is of the essence. They strive to remain youthful and mentally young and view retirement as an active period of their life. Their interest in health, fitness, looking young and attractive and longevity is quite phenomenal. There are, in fact, many parallels with the teenage market.

They can expect to live longer and with medical advances this can be a much healthier life expectancy. However stress and burnout could impact on this expectation of longevity. They are well educated, voracious about information, interested in travel and will want to stay involved in the political processes. In addition, they are optimistic, forward thinking and will undoubtedly redefine old age.

Financially, they may need to rely on their own private investments to realise the great expectations of their retirement years. Demographers still debate whether the boomer generation overall is as well off or less well off than their parents were at the same age. Overall throughout their careers the boomers have experienced falling wages and benefits and have possibly changed jobs more often than their parents. To compensate for this it has been suggested that they have saved less and yet borrowed more than their parents. On retirement this can result in a lower private income combined with the nonexistence of an aged pension of which their parents would have been recipients. The boomers may need or choose to remain in the workforce and continue their careers to possibly beyond the age of 65. They have had fewer children than their parents and have had them at a later age. Often their children do not reside in close proximity, resulting in fewer caregivers for this group in old age.

Many may not have family support, the same community ties of previous generations or the expectation of a government pension. For the early retirees it may be necessary to re enter the workforce in a part time capacity to support their needs.

Often the aged are portrayed by the media as doddery, inactive community members. This image will not be acceptable to the baby boomers who will revolutionise the entire concept of ageing. The stereotypes of ageing will be challenged by the boomers and their sheer numbers will place pressure on the social security and public and private health systems.

This is the great expectations generation, the pioneers of the hew aged. Indeed their needs, interests and values will determine both social and fiscal policy and shape the political agenda well into the 21st century.

The following statements offer potential scenarios for the future. However the objective of the statements is to awaken awareness and provoke further thoughts for discussion.

As with any group within society there will be differences and not all baby boomers will fit this mould.

* Currently libraries offer a range of services for both active and inactive seniors within the community and resources to meet failing vision such as large print books and audiotapes.

In relation to large print resources publishers will undoubtedly need to rethink the rifles and range of their publications. The current rifles could be of little interest to the mature baby boomer reader.

With the advent of the ebook where the font size of the print can be changed and adjusted it is possible that the boomers with access to the technology could opt for this format providing their favourite titles, were they readily available.

* Due to their youthfulness the boomers are more likely to engage in intergenerational programs instead of traditional seniors' activities.

* Programs which promote the combined interaction of teenagers and the baby boomer aged are quite feasible.

* Lifelong learning programs are of interest to retirees. However the content of these programs may differ to suit the demands of the two ageing groups.

* Continuing education could be seen as a fight by this assertive and educated group. Demands could be placed on public libraries to be involved in personal and self education development courses and skills to cope with a changing world. The library could be viewed as a cultural hub for learning, not just through resources but through appropriate programs.

* Technology will be a driving force and a proportion of the baby boomers will expect our public libraries to offer the latest and the best.

* Access to the library from home has been identified in the Shire of Swan survey as a number one priority for both the baby boomers and the older generation. The baby boomers appear to have the technology, which the older generation does not possess. How the older group will access the library from home is questionable. For those boomers and the older generation who do not have access to the technology the library will play a vital role. Indeed the library will potentially bridge the gap between the information rich and the information poor.

* For the baby boomers with access to the technology it is possible that the majority of library transactions, including reference queries, within the public library will be electronically conducted. Public libraries will therefore need to address the needs of the virtual and face to face user. This development could impact on the physical infrastructure of libraries and internal processes.

* Home delivery of resources, even for the active aged baby boomers, may be a future expectation, as convenience was considered to be of high importance. Human beings, however, do in general seek social contact and interaction. This social role of the library will undoubtedly not diminish, particularly if the library offers programs that promote lifelong learning and interactive participation. Indeed, the social role of the public library could increase to overcome social isolation generated by the technology.

* The future of the homebound service is another area for potential change. The older generation incapable of accessing the library will probably still appreciate the personal delivery of library resources. By contrast those baby boomers with access to technology and at the same stage in the lifespan may possibly prefer their resources to be downloaded and read via an electronic reader.

* Diversified and innovative marketing and communication strategies will be crucial for the delivery of future seniors' services. The target audience will not only be large but consist of two very different generations with contrasting expectations and values.

* Information will be in high demand combined with ease of access to it. The mature baby boomer will keep the public library on its toes and the quality of the service will determine its value to this consumer group.

* Public libraries may need to form stronger alliances with institutions, organisations and commercial outlets which offer similar products, services and resources for joint ventures and to keep in touch with the various marketing strategies. The need for library development agencies which act as interpreters between libraries and the commercial world is a potential initiative.

The success of future public library services to seniors of the two generations will be determined by the diversity, range and availability of options both in resources, programs, services, service delivery methods and marketing techniques.

Innovative and visionary leadership, commit-ment, continuous learning and enthusiasm will be a requirement of public librarians to address the needs of our future seniors who will be large in numbers and unique in their demands. A smorgasbord of services can be offered. However to achieve this adequate resources, both human and monetary, will be required.

This is a golden opportunity and challenge for the public library of the future to work with a rich reservoir of wisdom and experience spanning two generations of enormous diversity.

Table 2 Gender - baby boomers

                    Frequency    Percent    Valid      Cumulative
                                            percent     percent

          Female    206           74.6       74.6         74.6
Valid     Male      70            25.4       25.4        100.0
          Total     276          100.0      100.0

Table 3 Age groups - baby boomers

                        Frequency   Percent    Valid     Cumulative
                                               percent    percent

         38 to 43 yo    131          47.5       47.5       47.5
Valid    44 to 53 yo    145          52.5       52.5      100.0
         Total          276         100.0      100.0

Table 4 Marital status - baby boomers

                         Frequency   Percent   Valid     Cumulative
                                               percent     percent

         Married         199           72.1     72.1        72.1
         Separated/       42           15.2     15.2        87.3
          widowed/
          divorce
Valid    In a de          18            6.5      6.5        93.8
          facto
          relation-
          ship
         Single           17            6.2      6.2       100.0
         Total           276          100.0    100.0

Table 5 Employment status - baby boomers

                                     Frequency     Percent

             Employed full time         94          34.1
             Employed part time         63          22.8
             Home duties                54          19.6
             Self employed              32          11.6
Valid        Other                      10           3.6
             Full time student           9           3.3
             Unemployed                  7           2.5
             Retired                     6           2.2
             Total                     275          99.6
Missing      .00                         1            .4
             Total                     276         100.0

                                      Valid      Cumulative
                                     percent      percent

             Employed full time       34.2         34.2
             Employed part time       22.9         57.1
             Home duties              19.6         76.7
             Self employed            11.6         88.4
Valid        Other                     3.6         92.0
             Full time student         3.3         95.3
             Unemployed                2.5         97.8
             Retired                   2.2        100.0
             Total                   100.0
Missing      .00
             Total

Table 6 Employment category - baby boomers

                                         Frequency       Percent

           Professional/technical            86            31.2
           Not currently employed            44            15.9
           Clerical/Administrative           42            15.2
           Service industry                  35            12.7
Valid      Other                             26             9.4
           Tradesperson                      12             4.3
           Management                        12             4.3
           Labourers, production
            & transport workers               8             2.9
           Total                            265            96.0
Missing    .00                               11             4.0
           Total                            276           100.0

                                           Valid        Cumulative
                                          percent        percent

           Professional/technical          32.5           32.5
           Not currently employed          16.6           49.1
           Clerical/Administrative         15.8           64.9
           Service industry                13.2           78.1
Valid      Other                            9.8           87.9
           Tradesperson                     4.5           92.5
           Management                       4.5           97.0
           Labourers, production
            & transport workers             3.0          100.0
           Total                          100.0
Missing    .00
           Total

Table 7 Highest education level reached - baby boomers

                                          Frequency       Percent

          Bachelor's degree                  61             22.1
          Certificate/diploma from
          Tafe                               57             20.7
          Year 10                            50             18.1
Valid     Year 11 or 12                      49             17.8
          Postgraduate degree/
           diploma                           26              9.4
          Trade certificate                  20              7.2
          Other                               8              2.9
          PhD                                 2               .7
          Total                             273             98.9
Missing   .00                                 3              1.1
          Total                             276            100.0

                                            Valid        Cumulative
                                           percent         percent

          Bachelor's degree                  22.3           22.3
          Certificate/diploma from
          Tafe                               20.9           43.2
          Year 10                            18.3           61.5
Valid     Year 11 or 12                      17.9           79.5
          Postgraduate degree/
           diploma                            9.5           89.0
          Trade certificate                   7.3           96.3
          Other                               2.9           99.3
          PhD                                  .7          100.0
          Total                             100.0
Missing   .00
          Total

Table 8 Country of birth - baby boomers

                                    Frequency      Percent

           Australia                   159          57.6
           United Kingdom               64          23.2
           Other                        23           8.3
           Malaysia/Singapore           13           4.7
Valid      New Zealand                   8           2.9
           Italy                         2            .7
           Vietnam                       2            .7
           Yugoslavia                    2            .7
           India                         1            .4
           Total                       274          99.3
Missing    .00                           2            .7
           Total                       276         100.0

                                      Valid       Cumulative
                                     percent       percent

           Australia                  58.0          58.0
           United Kingdom             23.4          81.4
           Other                       8.4          89.8
           Malaysia/Singapore          4.7          94.5
Valid      New Zealand                 2.9          97.4
           Italy                        .7          98.2
           Vietnam                      .7          98.9
           Yugoslavia                   .7          99.6
           India                        .4         100.0
           Total                     100.0
Missing    .00
           Total

Table 9 Household income - baby boomers

                        Frequency   Percent    Valid     Cumulative
                                              percent     percent
          Less than
           $20,000 pa      35        12.7      13.9         13.9
          $20,001 to
           $40,000 pa      92        33.3      36.5         50.4
Valid     $40,001 to
           $60,000 pa      72        26.1      28.6         79.0
          $60,001 to
           $80,000 pa      35        12.7      13.9         92.9
          Over
           $80,000 pa      18         6.5       7.1        100.0
          Total           252        91.3     100.0
Missing   .00              24         8.7
Total     276             100.0

Table 10 Self service options - baby boomers

                                Count   Percentage     Percentage
                                        of responses    of cases

          Ability to issue        73        13.8          27.4
           your own loans
          Ability to renew        96        18.1          36.1
           loans yourself
          Ability to place       104        19.7          39.1
           reservations
           yourself
Valid     Ability to check       113        21.4          42.5
           your loan record
          Ability to conduct      55        10.4          20.7
           all transactions
           elec
          None of these           88        16.6          33.1
          Total                  529       100.0         198.9
Missing   10
          266 valid cases

Table 11 Main purpose for using library - baby boomers

                                    Frequency       Percent

          Recreation/leisure           159            57.6
          General interest              48            17.4
          Formal study                  41            14.9
Valid     Business/employment           17             6.2
          Internet access                7             2.5
          Other                          3             1.1
          Total                        275            99.6
Missing   .00                            1             0.4
          Total                        276           100.0

                                      Valid        Cumulative
                                     percent         percent

          Recreation/leisure           57.8           57.8
          General interest             17.5           75.3
          Formal study                 14.9           90.2
Valid     Business/employment           6.2           96.4
          Internet access               2.5           98.9
          Other                         1.1          100.0
          Total                       100.0
Missing   .00
          Total

Table 12 Priority of future needs - baby boomers

                                                   Mean      Std
                                                          Deviation

Electronic access to library from home             4.03      2.98
Ability to email information queries to library    4.61      2.50
Internet training (for a fee)                      4.61      3.07
Electronic books                                   5.39      2.86
Online searching - national & international
 databases (for a fee)                             5.41      2.97
Colour photocopier (for a fee)                     5.42      3.06
Image scanner (for a fee)                          5.84      2.43
Self service issue system                          5.87      3.23
Lecture program with guest speakers (for a fee)    6.32      2.66
Special information services (for a fee)           6.48      2.75
Other                                              8.21      4.09

Table 13 PC options at home - baby boomers

                                      Frequency      Percent

         Personal computer
         without internet access         101          36.6
Valid    Personal computer with
         internet access                  99          35.9
         Don't have pc at home            76          27.5
         Total                           276         100.0

                                        Valid      Cumulative
                                       percent      percent
         Personal computer
         without internet access        36.6          36.6
Valid    Personal computer with
         internet access                35.9          72.5
         Don't have pc at home          27.5         100.0
         Total                         100.0

Table 14: Perceived value of services and resources - baby boomers

                                                 Mean        Std
                                                          Deviation

Adult fiction                                    4.09        1.16
Nonfiction                                       4.32        0.88
Reference collection                             4.12        1.03
Junior fiction                                   3.11        1.60
Young adult fiction                              3.09        1.59
Multilanguage collection                         2.23        1.46
Magazines                                        3.19        1.42
Children's/Youth services                        2.88        1.58
Seniors' services                                2.33        1.57
Community information                            3.36        1.35
Local history information                        3.24        1.38
Council information                              2.96        1.44
Reference and information service                3.90        1.23
Fee paying services eg photocopier, fax          3.69        1.37

Table 15 Passive leisure activities - baby boomers

                                   Count    Percent of    Percent
                                            responses     of cases

Reading                             258        15.1         93.8
Watching television                 205        12.0         74.5
Listening to music                  229        13.4         83.3
Visiting libraries                  219        12.8         79.6
Handicrafts                         111         6.5         40.4
Painting                             38         2.2         13.8
Going to concerts/theatre            80         4.7         29.1
Going to museums/art galleries       34         2.0         12.4
Travel                               91         5.3         33.1
Fishing                              38         2.2         13.8
Gardening                           188        11.0         68.4
Going to movies                     132         7.7         48.0
Other                                15         0.8          5.1
Total                               1712      100.0        622.5

Table 16 Active leisure activities - baby boomers

                                   Count    Percent of    Percent
                                            responses     of cases

Tennis                               21        4.0          8.7
Aerobics/fitness classes             35        6.7         14.5
Cricket/Indoor Cricket                4        0.8          1.7
Horse sports                         18        3.5          7.5
Netball                               9        1.7          3.7
Basketball                            4        0.8          1.7
Squash                                8        1.5          3.3
Swimming/water sports                92       17.7         38.2
Boating                              16        3.1          6.6
Dance                                41        7.9         17.0
Running/walking                     184       35.5         76.3
Going to gym/health club             29        5.6         12.0
Football/soccer/rugby                13        2.5          5.4
Other                                45        8.7         18.7
Total                               519      100.0        215.4

References

[1] Australian Management Development and Research Centre Library services survey unpublished data. Midland, Shire of Swan 1999

[2] Australian Bureau of Statistics 1996 census of population and housing Unpublished data Perth, Australian Bureau of Statistics 1996

[3] Statistical register of Western Australia for 1937-1938 Perth, Government Printer 1939; Statistical register of Western Australia for 1947-1948 Perth, Government Printer 1949

[4] MacKay, H Generations:baby boomers, their parents and their children Sydney, Macmillan 1997 p3

[5] ibid

[6] TeamWorks Australia Baby boomers research top up Floreat Park, Western Australian Ministry of Sport and Recreation 1998 p3

[7] Mackay op cit p 118

[8] TeamWorks Australia op cit p5

[9] ibid p4

[10] ibid p5

[11] McCann-Erickson & AMR:Quantum Harris Where have all the flowers gone? Baby boomers today Sydney, Nexus Quantum 1997

Maureen Kahlert Manager Midland Public Library Western Australia Received January 2000

Maureen Kahlert is Manager Library Services for the Swan Shire Public Library Service in Western Australia. She is currently studying for her PhD at Charles Sturt University. Maureen's professional interests include ageing and services to seniors, innovation, information services for the next millennium in public libraries, knowledge management, local studies librarianship and visionary management. Address: Midland Public Library PO Box 465 Midland Western Australia 6936 tel[phone] fax[phone] [e-mail]