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Abstract

Purpose - This article is an edited version of a report commissioned by the British Library and JISC to identify how the specialist researchers of the future (those born after 1993) are likely to access and interact with digital resources in five to ten years' time. The purpose is to investigate the impact of digital transition on the information behaviour of the Google Generation and to guide library and information services to anticipate and react to any new or emerging behaviours in the most effective way. Design/methodology/approach - The study was virtually longitudinal and is based on a number of extensive reviews of related literature, survey data mining and a deep log analysis of a British Library and a JISC web site intended for younger people. Findings - The study shows that much of the impact of ICTs on the young has been overestimated. The study claims that although young people demonstrate an apparent ease and familiarity with computers, they rely heavily on search engines, view rather than read and do not possess the critical and analytical skills to assess the information that they find on the web. Originality/value - The paper reports on a study that overturns the common assumption that the "Google generation" is the most web-literate.

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Abstract

The paper delineates and explains an emerging, but significant, form of digital information seeking behaviour among information consumers, which the authors have called 'bouncing'. The evidence for this behaviour has emerged from five years of deep log analysis studies - an advanced form of transaction log analysis - of a wide range of users of digital information resources. Much of the evidence and discussion provided comes from the scholarly communication field. Two main bouncing metrics were applied in the log studies: site penetration, which is the number of items or pages viewed in a session, and return visits. The evidence shows that (1) a high proportion of people view just a few items or pages during a visit to a site and, (2) a high proportion of visitors either do not come back to the site or they did so infrequently. Typically those who penetrated a site least tended to return the least frequently. These people are termed 'bouncers'. They bounce into the site and then bounce out again, presumably, to another site, as a high proportion of them do not appear to come back again. Possible explanations - negative and positive, for the form of behaviour are discussed.