The Fairfield seniors survey project.

A review of the methodology and outcomes of a 60 page report of the library behaviour of English and nonEnglish speaking residents aged over 50 in the City of Fairfield in metropolitan Sydney NSW.

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Fairfield City Library in NSW has recently launched the findings of its seniors survey. The survey, which is one of the major initiatives its marketing plan, is unique in that it examines the library behavior of Fairfield residents 50 years and over.

As befits the Fairfield multicultural mix, the survey was conducted in four languages--English, Spanish, Arabic and Vietnamese--and comprised a user and nonuser survey.

Consultant Hans Hoegh-Guldberg of Economic Strategies Pty Ltd formulated the survey and analysed and reported on the results. Library staff undertook survey training and conducted the surveys. The funding for the consultant was made available from the local special projects funding from the State Library of NSW.

Nearly 550 surveys were completed. As well as being conducted at Fairfield's five libraries, the nonuser surveys were conducted wherever seniors could be found--on bus trips, at church halls, migrant resource centers, conversation classes, friendship groups, licensed clubs, shopping centres and women's health centres.

This review is based on the 60 page survey report described by the consultant as 'an Australian and perhaps a world first'.

Methodology

For the user survey the main practical problem was to obtain sufficient numbers of surveys, given that only 10-12% of library users are aged 50 years and over and that library staff had to provide assistance in the appropriate language. This means the survey was not conducted along strict random sampling guidelines. The nonuser survey has a bias towards people meeting in groups and women, due to the nature of the survey collection. Allowing for these factors and the fact that the Bonnyrigg library user responses were few, the surveys contains much valuable information and insights into our population.

User survey

The survey examined

* demographics 

* library usage

* satisfaction levels

* wishes

* hobbies

* potential library volunteers

Demographic information revealed that most people who used the libraries used their nearest library. There was very little indication that users went to the main library for its specialist services.

Library usage indicated that about 20% of the total senior population uses the library on a weekly basis, 20% fortnightly and 60% less frequently with 6 out of 10 persons using only the collections in their language. Almost everyone used the library collections and 22% attended one or more of four specified types of library 'events'.

Satisfaction levels were a key finding in the survey. Apart from parking facilities, which are rated very low by both English, and nonEnglish background groups, the worst satisfaction scores were given by nonEnglish language groups for materials and services 'in my language'. The disparity of satisfaction levels between English speakers and other language speakers was very great, ranging from 8% dissatisfaction for English speakers up to 51% dissatisfaction rates for Spanish speakers.

It was revealed that there is reluctance by Vietnamese people to read material published in communist Vietnam, both by library users and nonusers. The library has no practical solution to this problem, at least until Vietnamese books etc are published in greater numbers in the West. A sign near this collection attempts to recognise this concern.

The survey also revealed the Arabic Assyrian group was concerned at not having more newspapers magazines and books on Iraq, in particular information on the current situation in that country.

'Wishes' were derived from responses to the question 'What do you want more from the library' and a selection of services & resources was indicated.

The English speaking users indicated they wanted 'Information about what I need to know in my retirement', whilst the other three language groups wanted more resources such as books, newspapers, magazines, dvds, and videos.

One key finding of the survey was that there was great potential to recruit library volunteers across all four language groups to work in the areas of conversation tutoring, local studies and museum work. The only limiting factor could be the capacity of the library to administer a volunteer corps.

Nonuser Survey

The findings are useful, although it must be noted the survey had an relatively large number of female respondents and many people in their seventies.

The survey examined

* demographics

* relationship to libraries current and past

* information sources, readership and listening behavior

* services that might make me want to use a library

The lack of English language proficiency amongst the nonuser group was very high. For example the Arabic Assyrian group comprised 40% of males and 89% of females who spoke English poorly or not all, compared with 24% and 50% among library users. The lack of English skills is greatly in excess of the 18% found in the total census in 2001.

Current and past library use differed significantly among language groups. For example 77% of Vietnamese nonusers had never used a library compared with only 34% of Spanish language users.

The majority of local residents knew about the local library, the proportion varying from 58% for Vietnamese people up to 92% for English language speakers.

The key reasons for nonuse were

* no time

* using another library (some of the residents surveyed came from out of the Fairfield area to attend groups)

* no interest, no need

* I buy my own books

* no transport

The findings as to how nonusers source their information varied according to each language group. This valuable information provides the library with a means of tailoring its publicity to each language group to get the best coverage.

The final section of the nonuser survey looked at how the library might entice nonusers into the library. The findings were not encouraging. It will be a continuing struggle to attract current nonusers.

The most positive communities appear to be the Arabic Assyrian and South American groups. The Vietnamese community, as the largest single foreign language group in Fairfield, will also remain on the priority list.

The survey findings have provided a wealth of information on not only the library behaviors of residents, but also excellent insights into the demographics of the Fairfield seniors.

As part of the council's Well Aged strategy team, I attended a recent workshop where it was noted that the number of people living in Fairfield aged 50-64 years and 65 years plus is projected to grow from 27,869 to 34,210 and 18,500 to 38,680 respectively. The overall population, meanwhile, is set to decline from 189,030 to 186,320. The survey has therefore been timely. Fairfield Library now has important information on the best ways to focus on this key demographic. This pioneering survey work may well guide other library services around Australia and New Zealand in catering for the needs of seniors from both nonEnglish and English speaking communities.

For copies of the Fairfield survey please contact the author at [e-mail]

Editor's note In July 2005 all Australian public libraries will receive a questionnaire from Friends of Libraries Australia (Fola) for Fola's Report to the Nation on Services to Seniors.

Linda Dunn Facilitator Client Services Fairfield City Library NSW

Received May 2005