Public libraries support communities with diverse needs, interests, and responsibilities. Yet many residents never become library users, even when the library offers services that align with their goals.
A recent Public Library Survey from IMLS found that about 53% of Americans hold an active library card, illustrating how many individuals remain unconnected to essential community resources. Understanding demographics for libraries helps librarians see which groups are missing, why the gaps exist, and how to reach non-cardholders with thoughtful, informed outreach.
Our work helps librarians understand demographic trends and build outreach that supports community engagement.
Demographics describe the characteristics of a population. They can include age, gender, income, education level, household structure, language, and location. When public libraries understand these characteristics, they can better understand their communities and start to understand maybe why they are not using the library.
Understanding community demographics helps libraries:
Identify which groups are not using library resources and understand potential barriers.
Tailor communication to the target audience based on their specific needs.
Make informed decisions about programs, hours, and digital materials.
It also helps librarians understand demographic segmentation and identify needs and patterns that may influence engagement. Without this context, libraries risk offering the same resources without understanding why certain user groups remain disinterested and unconnected.
Demographic data guides informed decision-making across numerous sectors. Retailers use market segmentation to better understand their customers. Charities utilize demographic insights to understand the needs of different neighborhoods.
These sectors use demographics to understand specific needs and plan outreach. For example, local governments may use demographic information to understand how economic development affects diverse neighborhoods.
Public libraries can apply similar strategies while maintaining transparency and trust. This approach helps libraries design marketing strategies that support local participation.
Understanding your library community requires looking beyond current patrons. Many libraries notice that cardholders cluster in specific communities, while others show limited engagement.
Demographic analysis for libraries helps librarians better understand why these gaps occur and how different groups connect with library facilities.
Families with children may live in specific neighborhoods with limited awareness of library offerings and literacy programs.
Job seekers may not know how to access online resources to help them find employment.
Seniors may have limited transportation options and would need alternative ways to visit the library.
Professionals often seek a productive, effective space to work or conduct research.
A neighborhood analysis of 200 New York libraries found large, consistent differences in use between neighborhoods across the city, especially in disadvantaged areas. These differences often reflect communication barriers, critical transport challenges, or limited digital awareness. Behavioral segmentation helps librarians understand how different groups interact with services and which channels work best to connect to different communities.
Segmentation helps libraries break the community into smaller groups by dividing them based on shared characteristics. This helps personalize communication and engage residents who have not yet connected with the library.
Common sentiments include:
Families with young children - These households may want storytime sessions and value early learning activities and programs that support literacy.
Students and young professionals - This group often needs reliable digital access, flexible workspaces, and resources to support coursework and early career growth.
Retired residents - Many people in this segment appreciate technological help, social activities, and enjoy local history programs.
Recently relocated residents - These individuals may not know how to borrow books or use online tools. They often need guidance on how to get easy access to material.
Segmentation helps personalize the message and understand which services may interest each group, like offering homework assistance and quiet study areas for students.
It also helps staff understand which population groups need targeted communication. This mirrors how other business sectors use segmentation to meet community needs ethically and effectively.
Personas help marketing teams figure out which message will connect with the people they want to reach, for example
A profile for parents can focus on their interest in early learning and how little time they have during the week.
A young professional profile can talk about how remote workers can get access to quiet working spaces and to internet resources.
Personas help tailor communication and determine which programs will best meet the needs of the audience.
Age-based library engagement tactics helps promote specific services to the community as teenagers, younger families, and older adults all have varied demands.
Lifestyle traits also affect behavior, such as daily routines, hobbies, and interests that affect how people spend their time.
Linguistic diversity, income differences, and levels of education can also drive need-based segmentation.
Librarians can use demographic data to reach out to households who don't have library cards, using methods that are clear, practical, and measurable. Every stage helps librarians know which residents are missing and how to get them involved in a meaningful way.
Find Membership Gaps
Growing Libraries supports you in the process by synchronizing community data with cardholder information. This gives staff a better idea of which households are not being served and where efforts can have the most impact.
Look at Local Data
Use demographics to understand how your existing customers compare to non-cardholders on age, degree of formal education, income, and language or access to digital services. Using demographics to improve library services can help librarians see which needs aren't being satisfied.
Additionally, the Pew Research Center discovered that 63% of adults who don’t use the library don’t know what services are offered. This shows how important it is to communicate with non-cardholders and educate them on all the things the library has to offer, and how to access them.
Tailor Campaigns to Your Audience
Instead of sending out generic messages, customize campaigns that meet the needs of each group. Use behavioral and demographic segmentation to optimize outreach.
Growing Libraries allows libraries to tailor these initiatives by connecting demographics with outreach tools.
4. Check Results and ImproveIt is important to measure results and to evaluate impact of the campaigns you carry out. This allows you to see what is working well and what needs to be improved or stopped. This helps libraries know which tactics work best and where they need improvements to increase engagement. Growing Libraries helps with this stage by giving librarians tools that allow them to improve outreach and access data to track changes over time.
Demographic data helps public libraries plan services that are accessible to all patrons, not only the people who use them. When librarians know who is missing, they can create opportunities and programs that help people with unique needs.
Libraries can also prepare for long-term growth by using an inclusive strategy. Growing Libraries helps this mission by supporting public libraries:
Get a clear picture of demographic statistics
Find non-members who might be affected by certain services
Segment audiences with precision
Make communication more personal between neighborhoods
Libraries may reach people who might never find the library on their own by using data and careful planning. It also enables teams to change their services to meet the requirements of the community as they change. Every community gets an equal chance to learn, connect with others, and take part in programs that help them reach their goals.
Book a meeting with us now and find out how Community Insight™ can help your library reach new members through ethical and educated outreach.