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The results show that the national reading index in 2019 was 70.22 points, an increase of 1.55 points from 68.67 points in 2018. Among them, the personal reading index was 73.04 points, an increase of 1.37 points from 71.67 points in 2018; the public reading service index was 67.61 points, an increase of 1.70 points from 65.91 points in 2018. The results show that in 2019, the comprehensive reading rate of adult citizens in my country in various media maintained an upward momentum, and the exposure rate of various digital reading methods increased. Among them, audio reading of adult citizens and minors in my country continued to grow rapidly, becoming a new growth point for national reading, and mobile audio APP platforms have become the mainstream choice for listening to books. Basic information of this reading survey Since 1999, the National Reading Survey organized and implemented by the China Institute of Press and Publication has been conducted for 17 consecutive times. The 17th National Reading Survey was fully launched in August 2019, with sampling work in sample cities from August to September 2019, household questionnaire surveys nationwide from September to December 2019, and questionnaire review, data entry and data processing from November 2019 to February 2020. The preliminary analysis report is now completed. This survey still strictly follows the principle of "same caliber and comparability" and continues to use four sets of questionnaires to survey the population of all age groups. Three different sets of questionnaires were used to interview the three age groups of minors (0-8 years old, 9-13 years old, and 14-17 years old). The survey was carried out in 55 sample cities, covering 29 provinces, autonomous regions and municipalities in my country. The effective sample size of this survey was 21,270, including 16,232 adult samples and 5,038 samples of minors under the age of 18, accounting for 23.7% of the total sample size; 15,756 urban samples and 5,514 rural samples were effectively collected, with an urban-rural sample ratio of 2.9:1. After the samples were collected, we weighted the samples according to the data from the sixth national census and used SPSS sociological statistics software for analysis. This survey can be extended to my country's population of 1.284 billion, of which urban residents account for 51.1% and rural residents account for 48.9%. The main findings of this survey are reported as follows: The main conclusions of this reading survey 1. In 2019, the comprehensive reading rate of all media among Chinese adults continued to grow, and the exposure rate of all types of digital reading methods increased. In 2019, the comprehensive reading rate of various media including books, newspapers, periodicals and digital publications among Chinese adults was 81.1%, up 0.3 percentage points from 80.8% in 2018. The exposure rate of digital reading methods (online reading, mobile reading, e-reader reading, Pad reading, etc.) was 79.3%, up 3.1 percentage points from 76.2% in 2018. The book reading rate was 59.3%, up 0.3 percentage points from 59.0% in 2018; the newspaper reading rate was 27.6%, down 7.5 percentage points from 35.1% in 2018; and the periodical reading rate was 19.3%, down 4.1 percentage points from 23.4% in 2018. The development of digital reading has improved the comprehensive reading rate of the people and the exposure rate of digital reading methods. The overall reading population has continued to increase, but it has also brought about a new trend of slowing growth in the paper reading rate. Exposure rate of digital reading methods Further analysis of the exposure to various digital reading media found that in 2019, the exposure rates of online reading, mobile phone reading, e-reader reading, and Pad (tablet computer) reading of Chinese adults all increased. Specifically, in 2019, 71.6% of adult citizens had online reading, up 2.3 percentage points from 69.3% in 2018; 76.1% of adult citizens had mobile phone reading, up 2.4 percentage points from 73.7% in 2018; 24.8% of adult citizens read on e-readers, up 4.0 percentage points from 20.8% in 2018; 21.3% of adult citizens used Pad (tablet computer) for digital reading, up 0.5 percentage points from 20.8% in 2018. 2. Mobile phones and the Internet have become the main media that Chinese adults use every day, and the reading time of paper books, newspapers and periodicals has decreased. Length of exposure to various media In terms of the length of time people spend on different media, adult citizens spend the longest time on mobile phones. The average daily mobile phone usage time of Chinese adults is 100.41 minutes, an increase of 15.54 minutes from 84.87 minutes in 2018; the average daily Internet usage time is 66.05 minutes, an increase of 0.93 minutes from 65.12 minutes in 2018; the average daily e-reader reading time is 10.70 minutes, the same as 10.70 minutes in 2018; in 2019, the average daily usage time of Pad (tablet computer) is 9.63 minutes, a decrease of 1.47 minutes from 11.10 minutes in 2018. Among traditional paper media, the average daily reading time for Chinese adults is the longest, at 19.69 minutes, 0.12 minutes less than 19.81 minutes in 2018. More than one in ten (12.1%) citizens read books for more than one hour a day on average, which is basically the same as in 2018 (12.3%). The average daily newspaper reading time is 6.08 minutes, 3.50 minutes less than 9.58 minutes in 2018. The average daily periodical reading time is 3.88 minutes, 1.68 minutes less than 5.56 minutes in 2018. 3. In 2019, the average reading volume of paper books, newspapers and periodicals and e-books by Chinese adults declined. Number of publications read According to the survey of the reading volume of various publications by adult citizens, the average number of paper books read by adult citizens in my country in 2019 was 4.65, slightly lower than 4.67 in 2018. The average number of e-books read per person was 2.84, a decrease of 0.48 from 3.32 in 2018. The average number of paper newspapers read per person was 16.33, lower than 26.38 in 2018. The average number of paper periodicals read per person was 2.33, lower than 2.61 in 2018. Among the adult citizens in my country, 11.1% read 10 or more paper books per year, and 7.6% read 10 or more e-books per year. 4. The reading rate and amount of different media by urban residents in China are much higher than those by rural residents, and there is a clear urban-rural gap Comparison of reading rates between urban and rural areas An investigation of the reading situation of different media among urban and rural adult residents in my country in 2019 found that the book reading rate of urban residents in my country was 67.9%, lower than 68.1% in 2018; the book reading rate of rural residents was 49.8%, 0.8 percentage points higher than 49.0% in 2018. The newspaper reading rate of urban residents was 33.5%, 12.9 percentage points higher than 20.6% of rural residents. The periodical reading rate of urban residents in 2019 was 24.6%, 11.5 percentage points higher than 13.1% of rural residents. The exposure rate of urban residents to digital reading methods in 2019 was 84.4%, 11.2 percentage points higher than 73.2% of rural residents. The comprehensive reading rate of urban residents in my country in 2019 was 86.4%, 11.2 percentage points higher than 75.2% of rural residents. Comparison of reading volume between urban and rural areas Through an investigation into the number of different media read by adult residents in urban and rural areas in my country, it was found that in 2019, the number of paper books read by urban residents in my country was 5.48 books, lower than 5.60 books in 2018; the number of paper books read by rural residents was 3.73 books, 0.09 books more than 3.64 books in 2018; the number of newspapers read by urban residents was 23.28 issues (copies), higher than 8.10 issues (copies) by rural residents; the number of periodicals read by urban residents was 2.58 issues (copies), higher than 2.02 issues (copies) by rural residents; in 2019, the average number of e-books read per urban resident in my country was 3.27, 1.02 more than the 2.25 by rural residents. (V) Audio reading among Chinese adults and minors continues to grow rapidly, becoming a new growth point for national reading. Mobile audio APP platforms have become the mainstream choice for listening to books. Comparison of listening rates by age group The survey of Chinese people's listening habits found that in 2019, more than 30% (31.2%) of Chinese people had the habit of listening to books. Among them, the listening rate of adults was 30.3%, an increase of 4.3 percentage points from the average level in 2018 (26.0%). The listening rate of minors aged 0-17 was 34.7%, an increase of 8.5 percentage points from the average level in 2018 (26.2%). Specifically, the listening rate of children aged 0-8 was 36.5%, the listening rate of children aged 9-13 was 30.5%, and the listening rate of teenagers aged 14-17 was 35.8%. The main form of listening to books for adults A survey of the media for listening to books among adult citizens in my country found that the proportion of people who choose to listen to books on "mobile audio APP platform" is relatively high, at 16.2%; 9.3% and 6.0% of people choose to listen to books through "WeChat voice push" and "radio" respectively. (VI) Among the online activities of Chinese adults, reading news, socializing and watching videos are the main activities, with obvious entertainment and fragmentation characteristics, and the proportion of in-depth book reading is relatively low Internet access rate among adults In 2019, the Internet access rate of Chinese adults was 81.1%, an increase of 2.7 percentage points from 78.4% in 2018. Specifically, nearly 30% (28.1%) of the people access the Internet through computers, and nearly 80% (79.8%) of the people access the Internet through mobile phones. Online activities of adult netizens Among the activities that adult netizens in my country engage in online, the function of obtaining information is increasingly valued by netizens. Specifically, 59.0% of netizens regard "reading news" as one of their main online activities, and 30.3% of netizens regard "searching for various types of information" as one of their main online activities. At the same time, the entertainment function of the Internet still occupies a very important position. 60.2% of netizens regard "chatting/making friends online" as one of their main online activities, 56.9% of netizens regard "watching videos" as one of their main online activities, 45.8% of netizens regard "online shopping" as one of their main online activities, 39.2% of netizens regard "listening to music/downloading songs and movies online" as one of their main online activities, and 26.7% and 20.1% of netizens regard "online games" and "instant messaging" as one of their main online activities. 20.5% of netizens regard "reading online books and newspapers" as one of their main online activities. (VII) More than half of the adult population prefers digital reading, the proportion of readers who prefer paper reading has decreased, while the proportion of readers who prefer mobile reading has increased significantly The distribution characteristics of digital reading methods among the population From the perspective of the distribution characteristics of digital reading, among the Chinese adults who are exposed to digital reading, 31.7% are aged 18-29, 24.8% are aged 30-39, 23.1% are aged 40-49, and 12.8% are aged 50-59. It can be seen that among the Chinese adults who are exposed to digital reading, nearly 80% (79.6%) are aged 18-49. How do adults prefer to read? A study on the reading preferences of Chinese citizens found that 36.7% of adult citizens prefer "reading a paper book", a decrease of 1.7 percentage points from 38.4% in 2018; 43.5% of citizens prefer "reading on a mobile phone", an increase of 3.3 percentage points from 40.2% in 2018; 10.6% of citizens prefer "reading online"; 7.8% prefer "reading on an e-reader"; and 0.9% of citizens "are accustomed to downloading books from the Internet and printing them out to read." 8. Nearly 40% of adults believe that they read less, and there is a strong demand for local authorities to organize reading activities. Adult national reading volume evaluation In 2019, when Chinese adult citizens evaluated their personal reading volume, only 2.1% of them thought that they read a lot, 6.0% thought that they read relatively a lot, 40.5% thought that they read average, and 37.5% thought that they read very little or relatively little. Evaluation of changes in national personal reading content According to the feedback from adult citizens on the changes in their personal reading volume of paper and digital content, 8.8% of the citizens said that they "increased their reading of paper content" in 2019, but 9.9% of the citizens said that they "reduced their reading of paper content" in 2019; 7.0% of the citizens said that they "reduced their reading of digital content" in 2019, but 9.7% of the citizens said that they "increased their reading of digital content" in 2019; more than half of the citizens (52.5%) believed that their personal reading volume did not change in 2019. Adult nationals’ satisfaction with their personal reading habits Judging from the evaluation of adult citizens on their overall personal reading situation, 24.4% of the citizens expressed satisfaction (very satisfied or relatively satisfied), a decrease of 1.9 percentage points from 26.3% in 2018; 14.3% of the citizens expressed dissatisfaction (relatively dissatisfied or very dissatisfied), a decrease of 0.3 percentage points from 14.6% in 2018; and another 48.8% of the citizens expressed average. Adult citizens’ call for reading activities Adult citizens in my country have a strong demand for local national reading activities. In 2019, 68.2% of adult citizens believed that relevant departments should hold reading activities or reading festivals. Among them, 68.9% of urban residents believed that local relevant departments should hold reading activities or reading festivals, while the proportion of rural residents was 67.4%, and the proportion of urban residents choosing this was 1.5 percentage points higher than that of rural residents. (IX) The reading rate and amount of books for minors aged 0-17 have increased Book reading rate among minors In terms of the reading rate of minors, the book reading rate of children aged 0-8 was 70.6% in 2019, an increase of 2.6 percentage points from 68.0% in 2018; the book reading rate of children aged 9-13 was 97.9%, an increase of 1.6 percentage points from 96.3% in 2018; the book reading rate of teenagers aged 14-17 was 89.1%, an increase of 2.7 percentage points from 86.4% in 2018. In 2019, the book reading rate of minors aged 0-17 in my country was 82.9%, an increase of 2.5 percentage points from 80.4% in 2018. Book reading volume of minors Analysis of the amount of books read by minors found that in 2019, the reading volume of extracurricular books by teenagers aged 14-17 in my country was the largest, at 12.79 books, an increase of 1.23 books from 11.56 books in 2018; the average reading volume of books by children aged 9-13 was 9.33 books, slightly lower than 9.49 books in 2018; the average reading volume of books by children aged 0-8 was 9.54 books, an increase of 2.44 books from 7.10 books in 2018. In 2019, the average reading volume of books by minors aged 0-17 in my country was 10.36 books, an increase of 1.45 books from 8.91 books in 2018. 10. Among families with children aged 0-8, 70% have the habit of accompanying their children to read. Current situation of parent-child reading Analysis of parent-child early reading behavior found that in 2019, among families with children aged 0-8 in my country, 70.0% of families usually had the habit of reading with their children, an increase of 1.3 percentage points from 68.7% in 2018. In addition, among families with children aged 0-8 who read, 94.3% of families usually had the habit of reading with their children, an increase of 0.9 percentage points from 93.4% in 2018; in these families, parents spent an average of 24.98 minutes a day reading with their children, an increase of 2.37 minutes from 22.61 minutes in 2018. Frequency of visiting bookstores In addition, in 2019, parents of children aged 0-8 in my country took their children to bookstores an average of 2.92 times per year, slightly higher than 2.87 times in 2018. Nearly 40% (37.1%) of parents of children aged 0-8 took their children to bookstores at least once in half a year, and more than 30% (32.7%) of parents took their children to bookstores once in 1-3 months. 11. The national reading index in 2019 was 70.22 points, of which the personal reading index was 73.04 points and the public reading service index was 67.61 points. Reading Index Indicator System In order to comprehensively reflect the overall situation of national reading and its changing trends in my country and guide cities to unify reading index standards, we have developed a national reading index and city reading index indicator system. The reading index indicator system contains 25 single indicators, which are divided into two aspects: "personal reading index" and "public reading service index". Among them, the "personal reading index" includes three aspects: the number of books read and owned by individuals, the reading rate of various publications, and personal reading cognition and evaluation, which comprehensively reflects the national reading level; the "public reading service index" includes three aspects: the national awareness, use, and satisfaction evaluation of public reading facilities and national reading activities, which comprehensively reflects the construction of public facilities for national reading and the level of public services. The reading index was obtained by stratifying and fitting the 25 indicators. According to calculations, the national reading index in 2019 was 70.22 points, an increase of 1.55 points from 68.67 points in 2018. Among them, the personal reading index was 73.04 points, an increase of 1.37 points from 71.67 points in 2018; the public reading service index was 67.61 points, an increase of 1.70 points from 65.91 points in 2018. Personal reading index and public reading service index |
