University Libraries in Finland are open-access research libraries, whose primary mission is to serve their universities. Nonetheless, Finnish university libraries also play a lesser-known role, in supporting lifelong learning and access to research in their surrounding communities. However, both in Finland and internationally, a barrier has been observed between unaffiliated users and university libraries.

Unaffiliated users are among the most frequently overlooked user groups of university libraries. From one perspective, this lack of attention may seem natural, as these users are not part of the university libraries’ primary mission. The field of Library and Information Studies (LIS) reveals a significant research gap regarding unaffiliated users’ both in Finland and globally. Promisingly, some libraries have begun to recognize the value of studying this “invisible” user group and are showing increased interest in such research.

This growing interest is reflected in a bachelor’s thesis conducted at TUAS, which focused on unaffiliated non-users of Turku University Library. In this study, unaffiliated non-users are defined as individuals who do not belong to University of Turku and who either have never used the services of Turku University Library or have not done so within the past five years. The primary aim of the survey was to explore their perceptions, level of awareness and reasons for non-use. In addition, suggestions for improvement were collected from all respondents, including current users of the library.

The survey was conducted among users of Turku City Library, who were considered potential users of Turku University Library. While the primary focus was on unaffiliated non-users of Turku University Library, open-ended suggestions for overall improvement were also collected from current users, as their insights were deemed valuable for the library’s development. In total, 90 participants took part in the study, 53% of whom were categorized as unaffiliated non-users.

Lack of knowledge and perceived barriers

Unaffiliated non-users of Turku University Library tended to perceive the library as a distant research institution intended only for members of the university community. The majority were unaware that they could obtain a library card and access services such as legal deposit collections and online databases. The lack of awareness extended even further – some participants did not know the physical location of the library.

While limited knowledge about the library’s openness was the primary reason for non-use, the results also revealed varying preferences for information sources and channels. These two factors may be connected: if a person does not even recognize a particular information channel – such as Turku University Library – it cannot be considered among their options. This highlights the importance of further research into this user group and their informational gaps.

Identifying the problem and finding solutions

Why is Turku University Library’s unaffiliated users’ lack of knowledge considered as an important finding? Firstly, it suggests that numerous marketing efforts toward unaffiliated non-users made by Turku University Library have not reached their full potential. Furthermore, lack of awareness brings up misinformation, which could have a negative impact on Turku University Library. For example, it might increase non-use even more and influence the library’s image. Lastly, identifying the problem is necessary for developing Turku University Library and making it even more available for all user groups.

The study offers several recommendations for improving Turku University Library.  Firstly, it strongly suggests that Turku University Library should enhance its marketing strategy. Specifically, marketing aimed at unaffiliated non-users should be separated from communication directed at the university community, as this distinction could improve outreach effectiveness. Second, the findings indicate two key elements in successful marketing to unaffiliated non-users: the content of the message and the channels through which it is delivered.

The results indicate that Turku University Library’s openness should be emphasized more clearly in marketing aimed at unaffiliated non-users. Additionally, promoting the services and collections available to non-users could help lower the perceived barrier between the library and this user group. Given the limited public awareness of the library, increasing communication about how its services can be accessed may prove effective in reducing that barrier.

Turku University Library could also benefit from more traditional marketing channels, such as email newsletters, printed flyers, and advertisements. In addition, network-based outreach through partners, such as other university libraries, local schools and Turku City Library, could enhance visibility among unaffiliated non-users. Outreach may include hosting library tours, webinars, public lectures and author visits aimed at broader audiences. Outreach efforts could also be expanded through collaborations and by participating in external events and community spaces, bringing the library directly to potential users.

Taking the future into the library’s own hands

How does this research benefit Turku University Library and the field of LIS? The primary benefit is directed at Turku University Library itself. This thesis provides a foundation for the library’s ongoing marketing strategy, which is currently under development. It offers preliminary insights that can support the library in developing more equitable services for the wider community.  

Furthermore, this research may offer valuable insights for other university libraries and inspire further interest in studying unaffiliated user groups. It could help institutions identify their own unaffiliated non-users and develop more effective outreach strategies. Ultimately, research on unaffiliated non-users can strengthen the role of university libraries in an evolving society, one in which libraries are often overlooked and their relevance questioned.

Thesis in Theseus: https://urn.fi/URN:NBN:fi:amk-2025052918149