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The results of the national reading survey organized and implemented by the China Institute of Publishing Research were announced: in 2013, the book reading rate of Chinese adults and the exposure rate to digital reading methods both increased compared with 2012.
So far, the National Reading Survey Project has been carried out for eleven consecutive years. This survey was fully launched in September 2013, with sampling work in sample cities from September to November 2013, household questionnaire survey implementation work from December 2013 to January 2014, and questionnaire review, data entry and data processing work from February to March 2014. It is understood that this survey can be extended to my country's population of 1.22 billion, of which urban residents account for 51.4% and rural residents account for 48.6%. The following are preliminary research results:
1. The adult national book reading rate is 57.8%
In 2013, the book reading rate of adult citizens in my country was 57.8%, up 2.9 percentage points from 2012. The exposure rate to digital reading methods was 50.1%, up 9.8 percentage points from 2012. The comprehensive reading rate of all media was 76.7%, up 0.4 percentage points from 2012.
In 2013, the book reading rate of my country's adult citizens was 57.8%, up 2.9 percentage points from 54.9% in 2012; the newspaper reading rate was 52.7%, down 5.5 percentage points from 58.2% in 2012; the periodical reading rate was 38.3%, down 6.9 percentage points from 45.2% in 2012; influenced by the rapid development of digital media, the exposure rate of digital reading methods (online reading, mobile phone reading, e-reader reading, CD reading, PDA/MP4/MP5 reading, etc.) was 50.1%, up 9.8 percentage points from 40.3% in 2012.
Taking all the above media into consideration, the comprehensive reading rate of various media including books, newspapers, magazines and digital publications among Chinese adults was 76.7% in 2013, up 0.4 percentage points from 76.3% in 2012.
2. The average number of paper books read per person is 4.77
In 2013, the average number of paper books read per capita in my country was 4.77, newspapers and periodicals were 70.85 and 5.51 respectively, and e-books were 2.48. Compared with 2012, the reading volume of paper books and e-books increased slightly, while the reading volume of newspapers and periodicals decreased to varying degrees.
According to the survey of the reading volume of various publications by the people, the average reading volume of paper books per adult in my country in 2013 was 4.77, an increase of 0.38 books compared with 4.39 in 2012. The average reading volume of newspapers and periodicals was 70.85 and 5.51 respectively. Compared with 2012, the reading volume of newspapers and periodicals has decreased to varying degrees. Among them, the average reading volume of newspapers decreased by 6.35 issues (copies) compared with 77.20 issues (copies) in 2012, and the average reading volume of periodicals decreased by 1.05 issues (copies) compared with 6.56 issues (copies) in 2012.
In 2013, the average adult citizen in my country read 2.48 e-books, an increase of 0.13 books from 2.35 books in 2012. In addition, the average adult citizen read 7.25 paper books and e-books combined, an increase of 0.51 books from 6.74 books in 2012.
3. The duration of using e-readers has slightly decreased
The daily time that Chinese adults spend on traditional paper media has decreased to varying degrees; among emerging media, the time spent on the Internet and mobile phone reading is on the rise, while the time spent on e-readers has slightly decreased.
Compared with 2012, among traditional paper media, the length of time that Chinese adults spent on books, newspapers and periodicals decreased to varying degrees in 2013. Among emerging media, the length of time spent on the Internet and mobile phone reading increased, while the length of time spent on e-readers decreased slightly.
Among traditional paper media, the average daily newspaper reading time for Chinese adults is the longest, at 15.50 minutes, but this is 3.41 minutes less than 18.91 minutes in 2012; the average daily book reading time is 13.43 minutes, 1.95 minutes less than 15.38 minutes in 2012; the average daily periodical reading time is 10.05 minutes, 3.14 minutes less than 13.19 minutes in 2012.
From the perspective of emerging media, the average daily online time is the longest. The average daily online time of Chinese adults is 50.78 minutes, an increase of 4.01 minutes from 46.77 minutes in 2012; the average daily mobile phone reading time is 21.70 minutes, an increase of 5.18 minutes from 16.52 minutes in 2012; the average daily e-reader reading time is 2.26 minutes, a decrease of 0.68 minutes from 2.94 minutes in 2012.
41.9% of the people have read on their mobile phones
In 2013, online reading, mobile phone reading and e-reader reading by Chinese adults all increased, while CD-ROM reading and PDA/MP4/MP5 reading exposure rates all decreased. The reading rate of e-books and e-newspapers increased, while the reading rate of e-journals decreased slightly.
Further analysis of the exposure to various digital reading media found that in 2013, online reading, mobile phone reading and e-reader reading by Chinese adults all increased, while the exposure to CD reading and PDA/MP4/MP5 reading decreased slightly. Specifically, in 2013, 44.4% of adult citizens read online, up 11.8 percentage points from 32.6% in 2012; 41.9% of citizens read on mobile phones, up 10.7 percentage points from 31.2% in 2012; 5.8% of citizens read on e-readers, up 1.2 percentage points from 4.6% in 2012; 0.9% of citizens read on CDs, down 0.7 percentage points from 1.6% in 2012; and 2.2% of citizens used PDA/MP4/MP5 for digital reading, down 0.4 percentage points from 2.6% in 2012.
A survey on the reading of e-books and newspapers found that in 2013, the e-book reading rate of my country's adult citizens was 19.2%, up 2.2 percentage points from 17.0% in 2012; the e-newspaper reading rate was 8.5%, up 1.1 percentage points from 7.4% in 2012; and the e-journal reading rate was 5.0%, down 0.6 percentage points from 5.6% in 2012.
(V) 74.2% of Internet users consider “reading news” as one of their main online activities
In 2013, the Internet access rate of my country's adult citizens was 59.2%, a slight increase from 2012, and the proportion of Internet access through mobile phones increased significantly.
In 2013, the Internet access rate of Chinese adults was 59.2%, an increase of 3.6 percentage points from 55.6% in 2012. Specifically, more than half (54.2%) of the people accessed the Internet via computers, and 42.7% accessed the Internet via mobile phones. Among them, the proportion of people accessing the Internet via mobile phones increased significantly, up 13.5 percentage points from 29.2% in 2012.
Among the activities that adult netizens in my country engage in online, the function of obtaining information is increasingly valued by netizens. Among them, 74.2% of netizens regard "reading news" as one of their main online activities, and 45.0% 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. 70.3% of netizens regard "chatting/making friends online" as one of their main online activities, 52.4% of netizens regard "listening to music/downloading songs and movies online" as one of their main online activities, 46.8% of netizens regard "watching videos" as one of their main online activities, and 37.0% of netizens regard "online games" as one of their main online activities. 17.6% of netizens regard "reading online books and newspapers" as one of their main online activities.
(VI) The average price of a 200-page paperback literary book is 13.68 yuan.
The price affordability of Chinese adults for books and periodicals remained roughly the same as last year, while the price affordability for e-books slightly decreased. The average mobile phone reader spent 21.43 yuan per person in 2013, down from 2012.
Regarding the price of a 200-page paperback literary book, 26.3% of the people can accept a price of 8-12 yuan, 27.4% can accept a price of 12-20 yuan; 19.4% can accept a price below 8 yuan, 17.3% can accept a price above 20 yuan, and another 9.5% of the people think that they will buy it at any price as long as they like it. The average price that Chinese people can accept for a 200-page paperback literary book is 13.68 yuan, an increase of 0.01 yuan from 13.67 yuan in 2012.
An analysis of the affordability of journal prices found that the average price that Chinese adults can afford for a journal is 6.80 yuan, an increase of 0.04 yuan from 6.76 yuan in 2012.
Among the citizens who have been exposed to digital reading, 38.7% of them said they were willing to pay for downloading and reading, a proportion that dropped by 1.4 percentage points from 40.1% in 2012. Influenced by the popularity of smart phones and free push of various reading content on various mobile reading terminals, the average price that digital readers can accept for an e-book is 1.28 yuan, a significant drop from 3.27 yuan in 2012.
41.8% of mobile phone readers are willing to pay for reading, while 58.2% only read free mobile phone books. In 2013, the average amount of money spent on mobile phone reading by mobile phone readers was 21.43 yuan, down from 23.31 yuan in 2012.
7. 66.0% of adults prefer to “read a paper book”
More than 90% of adults who engage in digital reading are under the age of 49. Paper reading is still the preferred reading method for more than 60% of the population, and 7.1% of digital readers will buy the paper version of the book after reading the e-book.
From the perspective of the distribution characteristics of digital reading, among the adults in my country who are exposed to digital reading, 45.1% are aged 18-29, 29.1% are aged 30-39, 18.4% are aged 40-49, and 7.4% are aged 50 and above. It can be seen that 92.6% of the adults in my country who are exposed to digital reading are aged 18-49.
A study on the reading preferences of Chinese citizens found that 66.0% of adult citizens prefer "reading a paper book", 15.0% prefer "reading online", 15.6% prefer "reading on a mobile phone", 2.4% prefer "reading on an e-reader", and 1.0% "are accustomed to downloading books from the Internet and printing them out to read".
In addition, 7.1% of digital readers said that they would buy the paper version of an e-book after reading it, which is 2.3 percentage points lower than 9.4% in 2012.
8. 52.8% of the people think they read very little or relatively little
More than 50% of adult citizens believe that they read little, and more than 60% of citizens hope that local authorities will organize reading activities.
In 2013, when Chinese adults evaluated their personal reading volume, only 1.2% thought they read a lot, 8.4% thought they read relatively a lot, 37.6% thought they read average, and 52.8% thought they read very little or relatively little.
According to the feedback from the citizens on the changes in their personal reading volume of paper and digital content, 7.2% of the citizens said that they "increased their reading of paper content" in 2013, but 13.8% of the citizens said that they "reduced their reading of paper content" in 2013; 4.9% of the citizens said that they "reduced their reading of digital content" in 2013, but 8.0% of the citizens said that they "increased their reading of digital content" in 2013.
Regarding their overall personal reading situation, 21.0% of the citizens expressed satisfaction (very satisfied or relatively satisfied), which was an increase from 19.1% in 2012; 23.5% of the citizens expressed dissatisfaction (relatively dissatisfied or very dissatisfied), which was an increase from 22.8% in 2012; and another 55.5% of the citizens said it was average, which was a slight decrease from 2012 (58.1%).
Chinese citizens have a strong desire for local governments to hold national reading events, and rural residents have higher expectations than urban residents. In 2013, 66.3% of adult citizens believed that relevant departments should hold reading events or reading festivals, of which 64.8% of urban residents believed that local relevant departments should hold reading events, and this proportion was as high as 68.0% among rural residents.
(IX) The average number of books read by minors is 6.97
The book reading rate of minors aged 0-17 is 76.1%, and the average number of books read per minor is 6.97, an increase of 1.48 books compared with 2012.
(X) Supplement
In 2013, among families in my country with children aged 0 to 8 who read, 86.5% of the families had the habit of reading with their children. Among these families, parents spent an average of 23.87 minutes a day reading with their children.
In 2013, parents of children aged 0-8 in my country took their children to bookstores 3.40 times per year on average, slightly lower than last year's 3.75 times. Among them, 37.4% of parents took their children to bookstores at least once every six months, and 28.2% of parents took their children to bookstores once every one to three months.
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