Get Reading! 2010 campaign research

Get Reading 2010 commissioned market research into Australians’ reading habits.

The national online survey of 1,200 readers aged 16-64 was conducted in October 2010 by AMR Interactive

The survey found that:

  • 25 percent of readers surveyed read for pleasure every day.
  • Almost 60 percent read at least once a week.
  • Readers read books more often than they play computer games or watch DVDs
  • Reading online is the most popular type of reading.
  • 75 percent of readers visit a bookstore at least once every few months.
  • Use of digital technology for reading is poised for growth.  

The results shed light on some important questions about today's readers:

How is reading changing over time?

Some readers are reading less than they used to – 24 percent of readers said they read less in 2010 compared with the year before.  Eighteen percent said they read  more. 

Whilst this suggests there is a ‘net decline’ in reading, it is less severe than was found in the same research in 2009. 16-24 yr olds are most likely to read less (31 percent).

What are they reading?

  • Almost 90 percent of readers have read a novel in the past year.
  • Journal articles and short stories are also popular texts – with around 75 percent of readers reading them in the past year.
  • Only 20 percent of readers have read a poem in the past year.
  • Who are they reading?
  • Recognition of Australian authors is growing – half of all readers can spontaneously identify an Aussie author, up from 44% in 2009. 

Are they embracing e-reading?

  • Six percent of readers indicated they use an electronic reading device for reading – this is up from 4 percent in October 2009. 
  • Twenty two percent of those that didn’t own electronic reading devices said they were likely to use one in the future. Most future owners nominated the iPad or Kindle as a preferred device.  
  • Current owners are reading both e-books and print.  In fact, they spend at least as much time reading print as non-owners (6 hours a week).  On average they spend an additional 4 hours a week reading on their electronic reading devices.
  • Owners of electronic reading devices use them in a range of situations, but tend to prefer using their e-readers when away from home.  Amongst those that read at work or while commuting, most owners prefer e-books to print.  Owners also tend to prefer e-reading on trips away.  

 

Download a copy of the research report here.

 

 

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