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.
- Get Reading 2010 campain research report (PDF file - 5.0 MB)