Who are the virtual visitors to the library and what are they doing?

During the past few years, the number of visitors to the websites of many public libraries, including SLV, has far surpassed physical visitor numbers. Libraries are investing increasing resources in web programs and content and the presentation of their catalogues. In addition, they have begun to experiment with social media tools to enhance their web presence and develop new forms of knowledge production and consumption. However, there is limited knowledge of virtual visitor demographics, search preferences, and user content needs. This paper presents an analysis of Hitwise data on visitors to the websites of the State Library of Victoria (SLV). Different types of uses of the library website, and patterns of use, are investigated in terms of the demographics of the visitor as well as where they were on the Internet before coming to the library website and where they went afterwards. A longitudinal analysis will be presented suggesting how patterns of use can be understood in terms of external factors such as the distribution of internet access, increased uptake of broadband, and overall changes in the manner of engagement with the Internet. This analysis will have implications for libraries’ management of their online presence.