Strengthening Wirral’s Library Offer: In-person engagement with non-library users and Wirral’s ‘Friends of’ library groups
Researchers spoke to residents who do not use Wirral’s library services to explore their barriers and motivators to accessing library services. Researchers also gathered feedback from 'Friends of' library groups to explore the strengths and gaps of the current library service, and opportunities for the future.
Insights gathered: May 2025 - June 2025
Insights gathered by
Qualitative Insight Team, Public Health, Wirral Council
Aim
The aim of engaging with non-library users was to understand why some residents do not use Wirral’s library services and explore what could motivate them to use the library services.
The aim of engaging with ‘Friends of’ library members was to hear their views on the strengths of the current library offer, gaps or challenges in the current offer, and any opportunities to improve the library offer going forward.
The findings aimed to support strategic planning of Wirral’s library offer.
People engaged with
Researchers spoke to 48 ‘non-library users’ (people who had not used Wirral’s library services between May 2024 and May 2025). In addition, they spoke to 10 people who had used library services in the past year but gave insights into barriers to access.
The researchers spoke to eight ‘Friends’ who represented six different ‘Friends of’ library groups.
Methods
The researchers had semi-structured conversations with non-library users using research grids – a set of question prompts designed beforehand. The question design was shaped by the COM-B behavioural framework which explores how three components (capability, opportunity and motivation) influence behaviour. Door knock engagements took place in Birkenhead Central and Pensby, where researchers asked residents questions on their doorsteps. The researchers also visited four community venues in areas with low library use, including a leisure centre, a Family Hub, an Islamic centre, and an ADHD support group.
The researchers ran a focus group with the ‘Friends of’ groups and mind mapping activities were carried out to discuss strengths, gaps and opportunities.
Key insights
Non-library user insights:
Barriers to library use:
- Lack of knowledge of Wirral's library offer: Not knowing about or misunderstanding: where their local library is, which libraries are open and shut, opening times, library services and functionality, and Wirral’s digital library.
- Not having a use for the library: Having access to facilities at home (e.g. printing and Wi-Fi), having access to online content on mobile devices, using alternative libraries and book exchanges, and preference for buying books. Perception that libraries were part of childhood or family life.
- Lack of appeal: Disinterest in libraries and reading, and perception that libraries are only for books. Library environment and facilities unappealing (e.g. silence, outdated, uncomfortable, unsuitable environment for people with ADHD). Some people assumed that Wirral’s libraries would have a limited book selection.
- Health and mobility: Some residents described being isolated due to their health, meaning that libraries are not something they consider available or accessible to them. Participants were unaware of the Home Reader Service.
Motivators to library use:
- Awareness and changing perceptions: Participants expressed that better advertising of the location of Wirral’s libraries, information about which libraries are open/shut, and details of library activities could help them to make an informed decision about using the library. Participants often associated libraries with reading or researching only and so broadening their understanding of the library offer could change their perception.
- Community activities: More community activities, particularly for children, including things that do not involve reading. However, this could be because they are not aware of what is available already.
- Partnership opportunities: Collaboration between libraries and community organisations.
- Library feeling: Participants said that libraries should be welcoming with helpful, non-judgmental staff and modern facilities. They should be comfortable, warm, colourful, happy, and inviting to all ages. There were some conflicting views of whether a library should be a quiet place or not. While some participants thought that libraries should be clam and quiet, parents especially felt that quietness was off-putting. Participants suggested that more library users and community feeling at the library would be appealing.
- 'Nothing could motivate me': Some felt nothing would motivate them to use libraries, but many supported keeping them open for others.
‘Friends of’ libraries insights:
Strengths
The diversity of activities, accessible locations, heritage buildings, and dedicated staff and volunteers. Wirral’s libraries support wellbeing, literacy, digital inclusion, and foster strong community connections.
Challenges and gaps
Staffing shortages, difficulty sourcing volunteers, broken IT equipment, accessibility barriers (e.g. public transport access and toilet facilities), negative impact of library closures on deprived areas, and poor communication and lack of recognition from the Council towards the 'Friends of' groups.
Opportunities for improvement
Better advertising (update communities whose library has closed about their nearest library), extended hours, upgraded facilities, continuity in funding and staffing, income generation (such as room hire), and honest communication from the Council.
Quotes
“[Seacombe Library] used to be a comfortable space with chairs and loads of books. It was exciting to go. Now it’s moved to St Paul’s, people don’t know it’s there, it's tiny, there aren’t many chairs and there’s just a lack of facilities”.
“I think they just need to promote libraries in general, I mean there are people who do not know that Birkenhead Library is Birkenhead Library”.
How have the insights been used/shared?
The insights have been used to support the strategic planning of Wirral’s library offer.
Online links
https://democracy.wirral.gov.uk/mgConvert2PDF.aspx?ID=50132419
Contact
Qualitativeinsightteam@wirral.gov.uk