A Summer Training Project Report

On
A study on shifting readers Paradigm: Paper to screen

Submitted to

Dr. A. P. J. Abdul Kalam Technical University, LUCKNOW

For the partial fulfillment of

MASTORS OF BUSINESS ADMINISTRATION

BATCH 2020-2021

Submitted to- Submitted by: -

Dr. Ritesh Singhal Name- Pulkit Kumari

Assistant Professor Roll No 2008200700052

MBA III SEM

AJAY KUMAR GARG INSTITUTE OF MANAGEMENT

27th K.M Stone, NH-24, Delhi Hapur Bypass Road, Adhyatmik

Nagar, Ghaziabad-201009

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 DECLARATION

I Pulkit Kumari hereby declare that the project work titled “A STUDY ON SHIFTING

READERS PARADIGM: PAPER TO SCREEN” is original work done by me and

submitted to the Dr. A.P.J Abdul Kalam Technical University for the fulfillment of

requirements for the award of Master of Business Administration (MBA) 3rd Semester

under the guidance of Dr. Vidhi Agrawal.

Pulkit Kumari

MBA- 3rd Sem

Roll No. 2008200700052

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 ACKNOWLEDGEMENT

This research report would never be able to accomplish without kindly unconditional
cares, encouragements, and quality suggestions from advisor, Prof. Ritesh Singhal.
Furthermore, I would like to take this chance to thank you all in-depth interview
participants and survey respondents to help complete primary research in this study.
We are using this opportunity to express our gratitude to everyone who supported us
throughout the course of this project report. We are thankful for their aspiring guidance
and friendly advice during the project report work. Specially thanks to our course
instructor.

We express our warm thanks to our parents, friends, faculty teacher and all group
members for supporting us.

Thank You.

Pulkit Kumari

MBA Sem 3rd

Roll No. – 2008200700052

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 TO WHOM SO EVER IT MAY CONCERN

This is to certify that work entitled “A STUDY ON SHIFTING READERS

PARADIGM: PAPER TO SCREEN” is a Summer Training Project Report work

done by “Pulkit Kumari” bearing Roll No. “2008200700052” under my supervision for

partial fulfillment of Master of Business Administration (MBA) at Ajay Kumar Garg

Institute of Management, affiliated to Dr. A.P.J. Abdul Kalam Technical University.

I wish her all the best for the future endeavor.

Dr. Ritesh Singhal

Assistant Professor

AKGIM, Ghaziabad

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Table of content

S.no Topic Page no.

1. Executive Summary 8
2. Company Profile 9
3. Introduction 23
4. Literature Review 41
5. Objectives of the study 55

6. Research Methodology 56
7. Data Analysis & Interpretation 58
8. Findings & Recommendations 81
9. Conclusion 84
10. Limitation of the study 86
11. Bibliography 87
12. Appendices 91

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List of Tables

S.no Table no. Page no.

1. Gender 58
2. Age 59
3. Profession 60
4. Annual Income 61
5. Do you prefer online Reading? 62
6. Do you find online reading as convenient as off 63
online reading?
7. Do you think online reading is money saving? 64

8. Online Reading provides wide range of variety? 65

9. Rate The challenge mentioned below. [Technical 66
issues]
10. Rate The challenge mentioned below. [Manage 67
screen time]
11. Rate The challenge mentioned below. [Eye problem] 68
12. Rate The challenge mentioned below. [Security 69
issue]
13. Rate The challenge mentioned below. 70
[Trustworthiness]
14. Rate The challenge mentioned below. [Font size] 71

15. Rate The challenge mentioned below. [Lack of 72

personal touch]
16. Rate The challenge mentioned below. [Accessibility] 73
17. Rate The challenge mentioned below. [Content 74
limitation]
18. Rate The challenge mentioned below. [Sense of 75
Isolation]
19. Rate The opportunities given below [Portability] 76
20. Rate The opportunities given below [Ease to read] 77
21. Rate The opportunities given below [Accessibility of 78
time and place]
22. Rate The opportunities given below [Storage and 79
maintenance].
23. Rate The opportunities given below [Affordability]. 80

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List of Charts

S.no Table no. Page no.

1. Gender 58
2. Age 59
3. Profession 60
4. Annual Income 61
5. Do you prefer online Reading? 62
6. Do you find online reading as convenient as off 63
online reading?
7. Do you think online reading is money saving? 64

8. Online Reading provides wide range of variety? 65

9. Rate The challenge mentioned below. [Technical 66
issues]
10. Rate The challenge mentioned below. [Manage 67
screen time]
11. Rate The challenge mentioned below. [Eye problem] 68
12. Rate The challenge mentioned below. [Security 69
issue]
13. Rate The challenge mentioned below. 70
[Trustworthiness]
14. Rate The challenge mentioned below. [Font size] 71

15. Rate The challenge mentioned below. [Lack of 72

personal touch]
16. Rate The challenge mentioned below. [Accessibility] 73
17. Rate The challenge mentioned below. [Content 74
limitation]
18. Rate The challenge mentioned below. [Sense of 75
Isolation]
19. Rate The opportunities given below [Portability] 76
20. Rate The opportunities given below [Ease to read] 77
21. Rate The opportunities given below [Accessibility of 78
time and place]
22. Rate The opportunities given below [Storage and 79
maintenance].
23. Rate The opportunities given below [Affordability]. 80

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EXECUTIVE SUMMARY

Tenhard India Pvt Ltd, a start-up began with an aim of building reading capital. In the
current world, many things are going, and digital marketing plays an important role for
all the organisation to promote their products and services. Digital platforms have been
increasingly incorporated by organisation into marketing plans and everyday life. The
company has been working continuously on these platforms to increase their reach,
increase the promotion and campaigns. The importance of data driven marketing, social
media marketing search engine marketing (SEM). Search engine optimisation (SEO),
email marketing and so on has been continuously increasing in the marketing.

This report focuses on consumer Preference of Online reading over Traditional reading.
A survey covering a vast area of required information was carried out with ideal number
of participants and their insights are noted which surely has highlighted some of the
understanding about the consumer’s reading habits and preferences of both the reading
platforms also, a comparison between online and offline reading is established.

Through the analysis of the study presented in this survey suggests that while there may
not be drastic differences between traditional reading and digital reading platforms,
People’s perceptions, their familiarity with the platforms and various other factors like
the purpose of reading have made them choose between the platforms. The data above
shows that people prefer reading different content through both the platforms as per
their own choice and convenience. So, both the platform is already established in our
daily lives to an extent. It is recommended that both of them have certain advantages
which the other doesn’t, so it’s not an either-or question, it more about how can people
use both of them to the fullest to get the best out of them.

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COMPANY’S INTRODUCTION
Tenhard India Pvt Ltd is a leading name in the e-media industry and it is a private
company which was incorporated on 20th July, 2020. This company is classified as
Non-government Company and also it is an unlisted company, Delhi. Its countenance
share capital is Rs. 100,000 and its paid-up capital is 100,000.

They are the publishers of renowed titles like Tenhard Traveler and food. They provide
electronic books like magazines, articles, blogs, of various publishers in digital
versions. Using the latest technologies, they help people get the latest news in digital
platform and also provide a huge platform to those who want to make their career in
sales, marketing, content writing or blogging by promoting their talent on our e-media
platform. Tenhard India is a revolutionary online marketing and sales initiative by
Tenhard India team. Tt first you have to sign up in their website after that you become
a part of the revolution of Tenhard India and start learning and exploring the various
types of novels, story books as well as newspaper and magazine also. It will not only
give the right new age exposure but also prove to be an amazing project which will add
value not only to your resume but also to your personality. The current status of Tenhard
India Private Limited is – Active.

Tenhard India Pvt Ltd, a start-up began with an aim of building reading capital. In the
current world, many things are going, and digital marketing plays an important role for
all the organization to promote their products and services. Digital platforms have been
increasingly incorporated by organization into marketing plans and everyday life. The
company has been working continuously on these platforms to increase their reach,
increase the promotion and campaigns. The importance of data driven marketing, social
media marketing search engine marketing (SEM). Search engine optimization (SEO),
email marketing and so on has been continuously increasing in the marketing.

Focus was on situation analysis which includes industrial and company overview. The
internal and external analysis of Tenhard was carried out. Targeting the customer and
maximizing the sales was the main task. The study was conducted to find insights of
the market and developing a strategy to overcome the obstacles to sales. Practical
aspects of sales were experienced where we worked on brand awareness, rejection

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management, communicating through different channels Generating leads, influencer
marketing etc.
A survey covering a vast area of required information was carried out with ideal number
of
Participants and their insights will surely help Tenhard India Pvt Ltd to improvise.
Various other opportunities in other sectors for growth were researched and valuable
information was generated. In the final stages, an ideal number of recommendations
were provided with respect to increasing virtual presence, optimizing social media
platform, clearing the glitches in the website, improvising the reading material and
services to customers etc. Tenhard India Pvt Ltd is having a broad scope of development
and has to strengthen its channels, especially social media to compete with well-
established firms in e-magazine sector.

Swot Analysis of Tenhard India Pvt Ltd

Strengths-
The extending product line and strengthening technical platform, through strategic
acquisitions and collaborations, with various authors and publication houses help the
company gain a competitive advantage. The company provides a variety of e-book
content, along with blogs, newspapers and articles, which helps it to expand its user
base across various verticals.

Weaknesses-
Low Presence in overall market. Lesser advertising as compared to competitors Lack
of trust amongst prospect clients being a new entrant in the in the industry.

Opportunities-
The company focuses on new author acquisition and genre upgrade on a regular basis,
which enables it to serve the changing needs of the market. Considering the current
pandemic situation, and being an E-Reading website, Tenhard can spread its roots in
the E-reading industry and creating a brand for itself by focusing on delivering
compelling reading experiences, eliminating the need for physical books as well as
newspapers.

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Threats-
Stiff competition from other leading E-Reading websites and the competitive Pricing
other. Reading websites and lack of reading options in niche genre.

Porter’s 5 Force Model

Threat of new entrants:

• The existence of barriers to entry (patents, rights, etc.). • Government policy should
be kept in account as there moderate obligation to fulfil. • Capital requirements is
moderate as we have to pay for the original producers of the magazines and books. •
Absolute cost is also low. • Economies of scale is easy to obtain in digital services firm.
• Product differentiation is an obvious function. • Brand equity will be obtained with
the increasing subscribers. • Switching costs or sunk costs are low. • Access to
distribution is good • Customer loyalty to established brands is high. • Industry
profitability is high. If a new business can be easily started up in your sector without
substantial investment, then this is a threat. The Internet has made this a reality in many
sectors, especially publishing. The threat of new entrants refers to the barriers of entry
into the industry as new industry players are always a threat to existing businesses.
Digital media business changes the rules by lowering the traditional barriers to entry.
Therefore, a digital based business model requires far less capital and can bring large
economies of scale. (3) 15 So we come to the conclusion that entry barriers are less in
this industry and there is a high threat from the new entrants

Threat of Substitute:
• Buyer propensity to substitute is high. • Relative price performance of substitutes is
good. • Buyer switching costs are less. • Perceived level of product differentiation •
Number of substitute products available in the market is also high. • Ease of substitution
is high. It is very easy to have a substitute in this digital services business. Therefore,
the threat of substitution is very high. (4)

Competitive Rivalry:

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• Many competitors focus on sustainable competitive advantage through continuous
innovation. • Competition between online and offline companies but it depends on the
nature of the consumers. • Advertising expense and its effectiveness which a firm
carries out is another factor to be considered. • Firm concentration ratio is a good
measure to study the potential of different competitive firms. • Firms do maintain
degree of transparency with respect to their own interests. Markets where there are few
competitors are attractive but can be short-lived. These are highly competitive markets
with many companies chasing the same work reduces your power in the market. The
intensity of rivalry among competitors in an industry refers to the competitions among
existing industry. • Number of competitors and size of competition: Digital magazine
business is a 5 billion rupees industry in India and has lot of competitors. Since we
know that the competition is very high, the rivalry is heating up because entry and exit
barriers are going down due to the comparative low-cost digital media model. Existing
16 competitors are all looking at digital business in order to understand the disruptions
occurring and prepare their response. The company is facing rivalry among competitors
though new changes and updates are being done by the company keeping in mind the
strategies used by the other competitors in the market. (4)

Bargaining Power of Buyers:

• Degree of dependency is low as there are many options for the buyers. • Bargaining
leverage is possible but the pricing strategy is to be focussed. • Buyer information
availability • Availability of existing substitute products • Buyer price sensitivity •
Differential advantage (uniqueness) of industry products • Bargaining power of buyers
is more and threat is high

Bargaining Power of Suppliers:

• Supplier switching costs relative to firm switching costs. • Presence of substitute
inputs is high. • Strength of distribution channel is more. • Supplier concentration to
firm concentration ratio very relatable. • Suppliers are few and hence they retain the
power. (4) Suppliers are the most powerful when companies are dependent on them and
cannot switch themselves to other suppliers because of higher cost or lack of alternative
resources. If a company has few suppliers, it becomes dependent on them, giving the

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suppliers the power to raise their prices. In a digitally based business suppliers can
accelerate or slow down the adoption based upon how it impacts their own situation.

Tenhard India Pvt Ltd is a leading name in the e-media industry. E-magazine are
publishers of renowned titles like Tenhard Traveler and Food and provide digital
versions of media from various publishers. Using the latest technology, company’s help
people get the latest news, digitally and provide a huge platform to those who want to
make their career in sales, marketing, content writing or blogging by promoting their
talent on our e-media platform

A digital magazine otherwise known as an online magazine or, once upon a time, an e-
magazine is a magazine that has been published digitally using the web or an app.
Unlike print magazines, digital magazines can include links, more high-resolution
images, video, audio, and web animations.

Today, online magazines can be found in many different formats. They can be
standalone publications on the web like this one from Nestle, they can be native apps
for iOS or Android like this one from the Economist, or they can be part of a magazine
subscription service like Kindle Newsstand. Below, we’ll talk about different types of
digital magazines and rate them based on the effort each takes to create and the impact
they’re likely to make. Tenhard India Pvt Ltd, a start-up began with an aim of building
reading capital. In the current world, many things are going and digital marketing plays
an important role for all the organization to promote their products and services. Digital
platforms have been increasingly incorporated by organization into marketing plans and
everyday life. The company has been working continuously on these platforms to
increase their reach, increase the promotion and campaigns. And the importance of data
driven marketing, social media marketing search engine marketing.

Tenhard India Pvt Ltd is a cloud-based digital publishing and distribution platform that
helps
publishers, authors, content aggregators, service providers, educational institutions,
and corporates, etc., to produce, import, sell, manage and deliver content across devices
in digitally accessible formats, in a secure environment. Tenhard India supports rich,
interactive content, fixed layout & reflow able Pub with rich media content and
provides a seamless user experience in both online and offline modes. Tenhard India is

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a Digital E-Media reading platform providing access to various categories such as
magazine, books, novel, newspaper, articles, blogs from every genre, be it business,
political, lifestyle, fashion, automotive and many more available at a reasonable price.
The subscription covers over 200 magazines, 100 books and 5 newspapers. Tenhard
has reached 2 lack and more subscribers in which there are 25 thousand and more
regular subscribers.
The increasing reading population due to the pandemic have led to the growth of digital
magazine industry and is expected to grow in double digits in the coming future. Nearly
28% of the population is a vivid reader globally. The products at Tenhard India are with
respect to Indian languages and Tenhard should focus on the material of Global
languages to increase its
customer base.

Competitive Landscape: -
Tenhard India Pvt Ltd is 1 year old startup and it has to go a long way in order to
compete with the firms like Living Media India Ltd, Outlook publishing India Pvt ltd,
Digital Media Ltd, Next gen Publication, Upkar Prakashan, Competition Review Pvt
Ltd, Nine dot nine interactive Pvt Ltd etc.

Intensifying Competition: The huge development potential of digital readers is

attracting the attention of new national, local, and regional businesses, while
incumbent players are expanding their investment. Because the sector is price-
sensitive, local businesses sometimes compete exceptionally strongly on price,
affecting industry margins.

Market Concentration- The digital media business increased its market size from Rs
13,683 crore in 2019 to Rs 15,782 crore in 2020, a 15.3 percent increase over the
previous year. Digital media will expand at a 20% annual rate to a market size of Rs
18,938 crore by 2021, and at a CAGR of 22.47 percent to a market size of Rs 23,673
crore by 2022.

Key Trends
Growing Online Retailing With over 460 million internet users, India is the second-
largest online market, trailing only China. With the current government's Digital India

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plan, internet penetration is likely to rise even more, driving the market to new highs.
Online sales are predicted to grow in the future as a result of escalating rivalry among
store-based retail shops and an increase in the amount of time spent by the general
public on the internet. Furthermore, the easy financing options and multiple discounts
available on e-commerce are driving consumers to prefer this channel over traditional
in-store shopping. (3) Growing Technological Advancement: Increasing urbanization
and the time-saving techniques of food preparation preferred by many Indian women
are pushing the industry, encouraging industry participants to develop further on the
extension of existing features. Certain food processors, such as coffee grinders, bread
machines, and electric pressure cookers, are currently in great demand due to their
increased use in restaurants, bakeries, and homes.

Competitor Analysis-
MAGZTER VS TENHARD INDIA Magzter Inc. is the world’s largest and fastest-
growing digital e-reading platform, which was established in June 2011 by Girish
Ramdas (CEO of the company) and Vijay Radhakrishnan (President of the Company).
The company headquartered is in New York. Currently, the company is working with
more than 3,400 publishers from over 175 countries and in more than 50 languages. In
a nutshell, Magzter is the market leader in this industry.
Major Players in the industry: There are 3 main competitors of Tenhard India pvt.
Ltd.

• Kindle
• Scribd
• Bookmate
• Bookwright

1. Kindle: Amazon launched its eBook Subscription service Kindle in 2014. It is

a user-friendly app with 24*7 customer support team availability via live chat.
Readers can get access to unlimited 1 million E books and audio books.
2. Scribd: Scribd is the “THE NETFLIX OF BOOKS” and for a good reason. It
has over 1 million E book, Audio books, Magazines, and documents. Users can
upload their own papers. Documents and books with 7,00,000 monthly

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 subscribers. It has access to over 1,000 publishing houses including Penguin
Random House, Macmillan, Harper, and Hachette.
3. Bookmate: It is a mobile reading app and an e-book subscription service.
Bookmate offers an amazing user-friendly interface where users can highlight
words, look up definitions and use translation words. They can get unlimited
access to 12 million books from 600 different publishers which are published in
12 different languages.

4. Bookwright: Bookwright is also a one type of publishing and printing e- media

on the online platform like magazines, newspapers, articles, novels, etc. and this
website is online internet marketing through the employees.

Products offered by Tenhard India Limited

Tenhard India Private Limited offers range of products related to E-media such
as novels, international journals, newspaper, magazines and other premium
story books as well, avail these services, have to subscribe to the website of
Tenhard India Limited, where they provide all type of books and magazines.

What is the segmenting, targeting, and positioning for the company?

Segmentation –

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Identify and profile distinct groups of buyers who differ in their needs and wants. Some
of the major segmentation variables are Geographic, Demographic, Psychographic and
Behavioral segmentation.

• Geographic segmentation -It divides the market into geographical units such as
nations, states, regions, countries, cities etc. The company needs to pay attention to
local variations. In that way it can tailor marketing programs to the needs and wants of
local customer groups in those trading areas, neighborhoods etc. Mapping software can
be used to pinpoint the geographic location of their customers and can be known from
where they are coming from.

• Demographic segmentation -Some of the variables under this are age, family size,
gender, income, occupation, education, social class etc. They are very much associated
with consumer needs and wants and they are also easy to measure. With this, can
estimate the size of the market and it gives an idea off which media we should use to
reach it efficiently. In this project and have used the variables such as Age, Occupation,
Education to segment the customers and to get to know their needs and wants with
respect to the service offered by the Tenhard Company.

• Psychographic segmentation- Buyers are divided in two groups based on

personality traits lifestyle or values. People within the same demographic group can
exhibit very different psychographic profiles.

• Behavioral segmentation- In this segmentation, the buyers are divided into groups
based on their knowledge of, attitude towards, the use of, or response to a product or
service.

User and Usage Related Variables-

• Occasions - Here, based on the development of need, purchase of product, or use of

the product the consumers can be distinguished. Occasions can be of different durations
of time like a day, week, month, or year. Example: Due to the present pandemic, the
avid readers are hesitant to buy physical materials like books, magazines, newspapers.
So, this will make them to shift to digital reading to avoid the contact of the physical
material as the safety is the top priority during present time and getting the joy and
information at the same time without any hindrances. It can be beneficial during the

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times of travelling also where we can avoid carrying books or magazines instead use
the mobile or electronic device at your fingertips to get the information and pass the
time

• User Status - Every product has its non-users, ex-users, potential users, first time
users, and regular users. Since, it is a startup company and the service offered by the
company is not known to the people much, so most of the people can be first time users.
To attract the first-time users, must provide information to them with respect to the
service offered by the company.

• Buyer-Readiness Stage - Marketing funnel can be used to break the market into
buyer readiness stages. We can get to know how many people are unaware of the
product, aware of the product, informed, interested, desire the product, and intend to
buy the product and it helps in converting people from one stage to another. With
respect to this service, the marketing effort should go into awareness building
advertising using a simple message. Later, the advertising should dramatize the benefits
of the service provided by the company. Free trials or special offers can motivate people
in trying the product.

• Usage rate - The market can be segmented into light, medium and heavy product
users. Heavy users are often a small slice but account for a high percentage of total
consumption. The problem off heavy users might be, they can be extremely loyal to
one brand or never loyal to any brand and always looking for the lowest price. Light
users may be more responsive to new marketing appeals. With respect to the Tenhard
services the light product users might be of higher percentage because there is not much
awareness of the service provided by the Tenhard.

• Attitude – The consumer attitudes about products or services are enthusiastic,

positive, indifferent, negative, and hostile. Marketers can use attitude to determine how
much time and effort to spend with each consumer. The thank the enthusiastic
subscribers and remind them to subscribe on regular basis, reinforce on those who are
positively disposed, try to get the subscriptions of indifferent people, and spending no
time trying to change the attitudes of negative and hostile people.

Targeting- Marketers are increasingly integrating various characteristics after

segmentation to generate smaller, more defined target groups. Company may

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implement a market segmentation strategy depending on customer needs. There is also
a seven-step process to follow.

1. Needs based segmentation - Users are divided into groups based on their identical
wants and advantages in problem solving.

2. Segment identification -Determine whose demographics, lifestyles, and usage

behaviors distinguish and identify each required space segment.

3. Segment attractiveness - Determine the overall attractiveness of each section using

predefined segment attractiveness parameters.

4. Segment profitability – Determine the success or failure of each segment.

5. Segment positioning - Develop a value proposition and product-price positioning

strategy for each segment based on the demands and characteristics of that segment's
customers.

6. Segment acid test - Make a segment layout to see how appealing each segment's
positioning strategy is.

7. Marketing mix strategy - Enhance your section placement plan to cover all elements
of the marketing mix, including product, price, promotion, and location.

Evaluating and selecting the market segments

• Multiple segment specialization - A company chooses a subset of all viable

segments, each of which is objectively appealing and acceptable. Although there may
be little or no overlap between the parts, each one promises to be profitable. Rather than
operating in isolated segments, companies can aim to operate in super segments. A
super segment is a group of segments that have something in common that can be
exploited. A company might also try to achieve synergy by focusing on a specific
product or market.

• Product specialization - Different market segments are provided with certain

service. The service can be provided to students, employees, people preparing for

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competitive exams, fitness freaks etc. It can help in building strong reputation with
respect to the service provided.

Positioning - An act of projecting our offerings and image differently in the minds
of the targeted people. Positioning helps guide marketing strategy by clarifying the
brand's essence, identifying the goals it helps the consumer achieve, and showing how
it does so in a unique way. Everyone in the organization should understand the brand
positioning and use it as context for making decisions. A good positioning has one foot
in the present and one in the future. It needs to be somewhat aspirational, so the brand
has room to grow and improve.

Industry overview

When you think about it, the digital publishing sector has only been in existence since
2010. However, it has grown steadily since then. Mequoda recently issued its 2018
Mequoda Magazine Consumer Study, which discovered that more over 41% of the
3,368 persons polled reported having read an average of 2.66 digital magazine issues
in the previous 30 days, up from 41% in 2016. This equates to an 11% rise in issues
read, a 2% rise in penetration, a 6% increase in adults with internet access, and an 8%
rise in individuals reading digital magazines. According to the research, digital
magazine spending has nearly doubled since 2015.

Adults spent $1.2 billion in 2015 on digital magazine subscriptions and single issues.
In 2018, this nearly doubled to US$2.3 billion, with more consumers (26 percent)
reported having subscribed to or purchased a digital magazine issue. Furthermore,
Statista predicts that the number of e-magazine users will more than double to 40
million by 2021, up from 18 million in 2015. Naturally, as more readers prefer digital
to print media, revenue growth from digital publication is projected to accelerate. This
anticipated positive growth trend is further confirmed by PwC's study in their Global
Entertainment and Media Outlook 2016-2020 Report, which predicts that digital
magazine revenues would increase to 30% of overall consumer magazine revenues by
2020, up from only 16% in 2015. The outlook for print publication is less optimistic in
the same research. PwC predicts that print magazine revenues would fall from 85
percent in 2015 to 70 percent in 2020. While print will not totally disappear in the next
decade, it is evident that digital is the growing sector to watch. If we want to understand

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why digital magazines have grown so popular in such a short period of time, we must
look at the major elements (1).

The most significant benefit, of course, is that better internet speeds enable users using
tablets, laptops, phablets, or mobile phones to access online content, including digital
magazines. Similarly, to how e-books became the preferred choice for bookworms due
to the simple simplicity of carrying their complete personal library in their pockets,
digital magazines are becoming increasingly popular as magazines are perceived as
large and hard to carry around. And, of course, there are cutting-edge digital publishing
technologies that enable you to include movies, links, gifs, animations, and e-commerce
in your digital magazines. They have successfully introduced new ways for magazine
readers to appreciate and enjoy information. All of this makes digital publications an
obvious choice for readers. (1) 7 Electronic media is any type of media that can be
shared on any electronic device for viewing by the public; unlike static media (printing),
electronic media is transmitted to a large audience. Electronic media includes items like
television, radio, and the internet, to name a few. The aim of using electronic media can
be for a variety of purposes, one of which is to market yourself and other entities such
as companies, goods, and so on. Electronic media, whether using media devices and
networks or social media channels such as television or the Internet, is an effective way
to communicate with one another. These are only a few of the many ways you can use
electronic media to your advantage. There are several different types of electronic
media that broadcast various items such as commercials and promotions. Some of the
Electronic media types are: • Television - Television is amongst the most used
electronic media technologies since franchises can pay for commercials to be broadcast
to millions of people, resulting in increased revenue for the franchisee. • Radio - The
radio is close, but this does not include images to the viewer, only audio. This type of
electronic media can be powerful and less expensive than television, but it does not
attract listeners as good as visual advertisements. • Internet - The Internet is amongst
the most efficient digital media devices; with a single click of a mouse, commercials
will cover the webpage, ensuring that fellow web users will catch just a few flashes. It
not only expands across digital media, but it can also benefit the web page's author over
time.

India’s Electronic Media

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The Indian media and entertainment (M&E) sector are expected to rise by 27 percent
to Rs. 1.37 lakh crore (US$ 18.92 billion) in FY22, according to ratings company Crisis,
due to increased digital adoption among users across geographies. On the back of an
expected strong economic growth, ad revenue is expected to rise by 31% YoY and
subscription revenue by 24% in FY22. In FY22, ad revenue is expected to rise by 31%
year over year, while subscription revenue is expected to rise by 24%. 8 Television,
print & digital, and films accounted for 86 percent of overall media and entertainment
sales in FY20. By FY22, television's share of the market will have risen to 53%, up
from 50% in FY20, and digital's share will have risen to 13%, up from 10% in FY20.
According to a study by Media Partners Asia, India's overall online video market is
expected to grow at a CAGR of 26% by 2025, reaching US$ 4.5 billion. According to
the study, the SVoD (Subscription Video on Demand) market will develop at a 30%
CAGR to hit US$ 1.9 billion by 2025. Due to an increase in paying subscriber base
across all OTT channels, the Indian digital segment grew by 35% in FY20. By the end
of 2020, India's online music industry is estimated to be worth more than US$ 273
million. By 2022, the online gaming industry in India is projected to develop at a CAGR
of 40%, reaching US$ 2.8 billion. India's online gaming industry is projected to grow
by 40 million people by 2022. India is expected to become the world's sixth-largest
OTT (over-the-top) streaming market by 2024, according to the Media and
Entertainment Outlook 2020. Over the next four years, the market is projected to grow
at a CAGR of 28.6%, generating revenue of US$ 2.9 billion. Robust demand India's
continued growth in digital infrastructure is estimated to result in 907 million internet
users by 2023. With 829 million mobile users by 2027. The advertising-based video on
demand segment is expected to rise at a CAGR of 24% to reach U. S$ 2.6 billion by
2025. Attractive opportunities the Indian media and entertainment industry has the
potential to reach U.S. dollars 100 billion by 2030. in the union budget 2021 the
allocation of funds increased for autonomous bodies such as the press council of India
Rs.20 crore in FY22 vs Rs.8.9 crore in FY21, and films and television Institute of India
(FTII) (Rs.58.58 crore) in FY22 vs Rs.49.40 crore in FY21. Higher investments From
April 2000 to September 2020, FDI inflow in the information and broadcasting sector
reached U. S$ 9.37 billion. The rapid growth of OTT channels increased emphasis on
animated intellectual property content and larger investments in VFX by studios has
provided animation and VFX studios with opportunities in both domestic and
international markets.
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INTRODUCTION TO DIGITAL LITERACY

Definition

Online reading is the process of extracting meaning from a text that is in a digital
format. Also called digital reading.

Most researchers agree that the experience of reading online (whether on a PC or a

mobile device) is fundamentally different from the experience of reading print
materials. As discussed below, however, the nature and quality of these different
experiences (as well as the particular skills required for proficiency) are still being
debated and explored.

History

While many know that the paperback book came to us in the 1930s, few know that the
concept for electronic books arose at the same time. According to Wikipedia, the idea
of the e-reader came to writer and impresario Bob Brown after watching his first
“talkie” (movies with sound). In 1930, he wrote an entire book on this invention and
titled it “The Readies” [/reed-ease/] playing off the name of the “talkie.” (Read about
Brown in this New York Times article.)

Wrote Brown: “The written word hasn’t kept up with the age… The movies have
outmanoeuvred it. We have the talkies, but as yet no Readies.” He explained why it was
needed, saying: “To continue reading at today’s speed, I must have a machine.” He
described his ideal future e-reader as: “A simple reading machine which I can carry or
move around, attach to any old electric light plug and read hundred-thousand-word
novels in 10 minutes if I want to, and I want to.” Furthermore, this machine would
“allow readers to adjust the type size and avoid paper cuts.”

Free-eBooks-from-Project-Gutenberg It would take over 40 years for Brown’s

prescient vision to become reality. Starting back in 1971, Michael S. Hart launched
Project Gutenberg and digitized the U.S. Declaration of Independence, becoming the
first eBook in the world. (To put the date into context, 1971 was the year that the first
email message was ever sent– between two mainframe computers!) In 1985, the

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Voyager Company, a pioneer in CD-ROMs, was founded and published “expanded
books” on CD-ROM including Michael Crichton’s Jurassic Park, and in 1993, Digital
Book, Inc. offered the first 50 digital books on floppy disk.

Fast forward to 1998, and four important events happened: 1) the first dedicated eBook
readers were launched: Rocket eBook and soft book; 2) the first ISBN issued to an
eBook was obtained; 3) US Libraries began providing free eBooks to the public through
their web sites and associated services; and 4) Google was founded by Larry Page and
Sergey Brin.

In 2000, the same year Blu-Ray discs were launched, Stephen King offered his novella
Riding the Bullet as a digital-only computer-readable file, and two years later, Random
House and HarperCollins started to sell digital versions of their publications. In 2004
Sony released its Sony Librae e-reader and then its Sony Reader in 2006.

2007 changed the world of reading forever with Amazon’s launch of the Kindle eBook
reader in the U.S. and the launch of the iPhone by Apple. In 2009, Barnes & Noble
introduced the Nook, and Sony linked with libraries via the Overdrive digital network
to enable library patrons to borrow eBooks from their local library.

2010 was a banner year for eBooks as: 1) Apple released the iPad along with iBooks
and its iBookstore on iTunes, selling half a million eBooks in less than a month; 2)
Google’s eBookstore launched; and 3) Amazon reported that for the first time, its
eBook sales outnumbered its hardcover book sales.

By January 2011, eBook sales at Amazon had outpaced its paperback sales, and by the
end of the first quarter of 2012, eBook sales in the United States surpassed all hardcover
book sales for the first time, topping over $3 Billion in revenue nationwide. And as of
the end of 2013, the Association of American Publishers announced that eBooks now
accounted for about 20% of all U.S. book sales.

Reading On Screen

As digital technology has become more common, affordable, and portable, more and
more people from all parts of society are starting to increase their online and digital

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participation. Understanding the new opportunities, rules, and potential pitfalls of the
digital world doesn’t necessarily come automatically with long-term use. Not everyone
using digital technology knows how to handle the range of available tools to their best
extent, and even experienced digital technology users can fall prey to hackers, lose
control of how they are represented online, or otherwise fail to maintain their digital
identity in an optimal manner.

Digital literacy is a relatively new concept that emerged in the 1990s during the era of
the Internet revolution. Before that, people talked more about “computer literacy.” But
in 1997, Paul Gilster, a historian and educator first coined the term “digital literacy,”
arguing that digital literacy went beyond just skills in using technology. He said it is
about “mastering ideas, not [computer] keystrokes” (Gilster, 1997, p. 1).

Gilster (1997) further defined digital literacy as “the ability to understand and use
information in multiple formats from a wide range of sources when it is presented via
computers” (p. 1). For him, digital literacy involves the ability to critically evaluate
information (presented in different formats) and make decisions about how to use this
information in different real-life contexts.

By the end of this chapter, you will be able to define the concept of digital literacy and
its many different components, reflect on your own digital literacy, engage with the
digital world responsibly, and be empowered as a digital citizen capable of helping
others learn and develop their role in the digital world.

Taking Stock of Your Digital Self

You probably already use a range of technologies and digital tools in different as pacts
of your life. You might use mobile technologies, like a phone or tablet, to download
materials or information from the Internet, or you may use them to communicate with
friends and family. You may use information and communication technologies (ICT)
mainly for work or for learning, or you might use it primarily for entertainment. In
reality, people often use different technologies and tools for a mixture of purposes. Let’s
first start with “What is literacy?” Dictionaries define literacy as the ability to read and
write. Within education, literacy is understood as the ability to read, write, and use
arithmetic; the emphasis is on proficiency with language and numeracy.

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It is important to pause and note that the term literacy has always held a degree of status.
Globally, countries are often ranked in terms of literacy rates, compared by what
percent of the adult population can read and write, for example. There is more
complexity to the term’s literate or illiterate, however, and a lot depends on context.
“New literacy studies” view literacy as a situated practice; as in it all depends on where
you come from and what your purpose is. Much of what you find in your search will
probably suggest a relationship between literacy and words. This may be attributed to
the fact that the concept has traditionally been associated with language—i.e.,
alphabetic literacy. In popular use, the word literacy has increasingly become a
synonym for skill, competence, and proficiency—for example, emotional literacy and
spiritual literacy, etc.

Whatever your view of the word literacy, what is less questioned is the relationship
between literacy and technology. Until quite recently, literacy has, for the most part,
been associated with print technology. The increasingly important role that digital
technology has taken in shaping our world has led to another defining moment in the
evolution of literacy.

The Concept of Digital

So, what is digital? When you thought about your digital self in Activity 1.1, you
probably thought about the digital tools and technologies that are available to you. For
example: “Oh, I use text messaging on my cell phone to communicate with friends.”
Or: “I use email at university on my laptop or in the computer lab to communicate with
faculty.” But the digital part (just like literacy) depends on context. The technology that
you use and may even take for granted is not the same technology that your
grandparents use or that students in another country use. This is why the concept of
digital literacy is more often now referred to as digital literacies as a plural,
acknowledging the variability of what is both available and relevant.

Digital Literacy

Since the pioneering introduction of computers into education in the 1960s, four key
concepts that have dominated the literature on literacies related to digital technology

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include: information literacy, media literacy, computer literacy, and digital literacy
(Brown, Czerniewicz, Huang & Marisela, 2016). These four literacies are not
competing, but in fact are necessary components of what it means to be literate in the
twenty-first century. The table below presents an outline of the different terms and
how they intersect: use computers and the Internet. However, in the last decade this
has been expanded to consider the broader capacity needed to participate in a digital
environment. UNESCO (2011) views digital literacy as a life skill that not only
increases employability, but serves as a catalyst that “enables the acquisition of other
important life skills” (p. 1).

The view of digital literacy offered by Jisc (2015) is even more comprehensive,
defining digital literacy as “the capabilities which fit someone for living, learning and
working in a digital society” (para. 3). The capabilities outlined by Jisc:

• information, media, data literacy (critical use);

• digital creation, scholarship and innovation (creative production);
• digital communication, collaboration and participation (participating);
• digital learning and personal/professional development (learning); and
• digital identity and wellbeing (self-actualising).

(JISC, 2015)

Beyond functional and critical skills, the definitions and digital capabilities identified
here propose a particular mindset, a way of being. In particular, the last three
capabilities outlined—the abilities to engage in participatory culture, to be a lifelong
learner, and to manage a professional digital identity—render digital literacy
remarkably different from the initial views of digital literacy simply as mastery of
technical skills.

Why is Digital Literacy Important?

You might be familiar with the concept of a “digital native” or the “next
generation.” These terms refer to the idea that a person who has been born or brought
up during the age of digital technology will be familiar with computers and the
Internet from an early age.

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In fact, this generational desire to be constantly connected has even been inserted into
Maslow’s hierarchy of needs as the ultimate foundation of basic human needs.
This psychological model is depicted as a pyramid with people’s basic survival needs
as its foundation which need to be satisfied before people can realise their full
potential

However, there has been a lot of criticism about the concept of the digital native
because it assumes many things, not least that somehow all young people have access
to technology, that older people don’t have the same level of digital literacy as
younger people, and that having access to technology automatically means you know
how to use it.

So, if young people are so adept at using digital technologies, why do they (and
perhaps you for that matter) need to improve their digital literacy?

There are many answers, and hopefully this introduction has already hinted at some of
them. One is that it’s not enough in this globally connected world to just be able to
use technology. You need to be able to develop socially responsible digital practices
and also to contribute to digital practices in your own personal, work, and learning
lives.

One way of visualizing this is Sharpe and Beetham’s (2010) digital literacy
development model However, just because you have a piece of hardware or software
doesn’t mean you have the ability to use it effectively. As you spend more time using
technology, you become more confident in your technical, information,
communication, and learning skills. You can then begin to apply those skills to make
informed decisions and choices about how to use different technologies. As you move
through the cycle, your experiences and practices contribute to the formation of your
digital identity, while your identity informs your practices and drives the creative and
appropriate use of technology.

Improving Your Digital Literacy: Becoming a Digital Citizen

This book is aimed at helping you develop your digital literacy in a range of areas in
order to become a digital citizen.

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Paper Versus Screen Reading

During the coronavirus pandemic, students worldwide shifted from the classroom to
remote, online learning. Many swapped hard copy textbooks and worksheets for
websites and other digital resources. Digital books have been with us for a decade —
but how well are we absorbing it all?

Turns out print is easier to comprehend than digital text.

“[Print reading] is kind of like meditation — focusing our attention on something still,”
says Anne Mangen, a literacy professor at the University of Stavanger in Norway. “And
it’s a whole different kind of immersion than responding to [digital] stimuli. I think it’s
healthy for us as human beings to sit down with something that doesn’t move, ping, or
call on our attention.”

Print is visually less demanding than digital text. It provides spatial and tactile cues to
help readers process words on a page. Mindset may also be a factor. If people associate
screen time with casual web-surfing they may rush through without fully absorbing the
text.

Do you think you’re the exception? Most people do. Studies found digital reading
breeds overconfidence.

“We read digital [text] more quickly, [so] we think we must understand it better,”
explains Lauren Singer Trakhman, who studies reading comprehension at the
University of Maryland, College Park. “It’s one of the best parts of our digital world —
everything is at our fingertips and we can get the headlines in a second — but it may
also be one of the pitfalls. Everything’s so quick and accessible that we may not be truly
digesting [what we read] anymore.”

Both scientists agree digital is fine to scan news headings for main ideas, but longer,
complicated texts are best read in print, especially to retain the details.

TL; DR: Digital Reading Equals Shallower Processing

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In 2016, Singer Trakhman examined undergraduates’ reading comprehension after they
read digital and print versions of articles. Format didn’t affect their grasp of the main
idea, but students missed details when reading on screens.

Digital reading impairs comprehension, particularly for longer, more complex texts,
says Mangen. This may be because of the shallowing hypothesis — constant exposure
to fast-paced, digital media trains the brain to process information more rapidly and less
thoroughly.

“There’s not much [neuroscientific research] on the reading of actual texts,” Mangen
says. However, existing research does offer some clues. In a 2009 study, the marketing
research company Millward Brown found the brain processes physical and digital
materials differently. Participants viewed advertisements on a screen and on a printed
card while undergoing an fMRI scan. Print materials were more likely to activate
the medial prefrontal cortex and cingulate cortex, both involved in processing
emotions. Reading print also generated more activity in the parietal cortex, which
processes visual and spatial cues.

Keep Scrolling or Turn the Page?

Scrolling through digital text may impair comprehension by creating spatial

challenges. A 2017 study found participants’ reading comprehension suffered when
they scrolled through a comic book’s individual panels instead of seeing them all at
once. When we read, our brains construct a cognitive map of the text, like recalling that
a piece of information appeared near the top, left-hand page of a book. But imagine
drawing a map of something with constantly moving landmarks, like a webpage. It’s
harder to map words that aren’t in a fixed location, because we lose important “visual
placeholders,” says Singer Trakhman.

Scrolling demands more from our working memory, she adds. “In our working
memory, we can hold about seven items at a time, so the goal when reading is to take
away as many demands as possible. When we have to remember what we just read and
we don’t have spatial [cues] to help, that’s taking some of our bandwidth.”

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In addition, the LED screens’ constant flickering glow creates more work for our eyes,
causing visual and mental fatigue.

However, e-readers, like Kindles, don’t require scrolling and reduce eyestrain with e-
ink technology. Those are likely superior to other digital-text formats, Mangen says.
But they lack an important aspect of the reading experience: turning the page.

In one of Mangen’s studies, participants read a story either on a Kindle or in print and
then underwent comprehension tests. The texts were identical, but Kindle readers
pressed a button to progress through the book, while print readers turned pages. Print
readers were more likely to accurately recall the story’s chronological order. Mangen
says this may be because print provides sensorimotor cues that enhance cognitive
processing. When holding a book, we receive reminders of how many pages we’ve read
and how many remain. We can flip pages to reread text as needed.
Some research suggests we process information more effectively when we recruit
multiple senses, and multiple brain areas, during task learning — seeing the words,
feeling the weight of the pages, and even smelling the paper.

What Happens Next?

Instead of getting better at digital reading, we may be getting worse. A study examining
reading comprehension research between 2000 and 2017 indicates it’s harder to
comprehend digital text. The researchers found print’s advantages are greater now than
in 2000. In other words, this digital-reading problem isn’t going away.

“This [finding may] have to do with the shallowing hypothesis,” Mangen says. “The
habits that we acquire when we read on screens are spilling over, and we’re trying to
cope by reading faster and more superficially.”

Mangen and Singer Trakhman agree we shouldn’t ditch digital reading; instead, we
should consider the situation when choosing our reading medium.

“I’ll never say that everyone should be reading print all the time,” says Singer
Trakhman. “People are always shocked to hear that I have a Kindle, and I love my
Kindle. But I only use it when I’m reading for pleasure.”

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To retain on-screen text information, Singer Trakham and Mangen suggest slowing
down and handwriting main takeaways. (Typing works, but handwriting is likely a
superior memory tool.)

When you need a break from the digital world, don’t underestimate the power of paper
and ink. Consider turning off your electronic devices, getting a book, and curling up to
turn the page.

The internet and portable technology have entirely transformed the way we read and
extract information. Unlike a couple of decades ago, resources are more readily
available now, the amount of information has shrunk and learning has been diversified
by the online world. With its undeniable set of advantages, online reading is naturally
gaining prominence and the paradigm of shift continues at exponential levels. This
brings in the question, which avenue should the schools focus on? Should they
encourage students to pick up more books, or completely go online?

The top international schools in Gurgaon will always find the right balance between
the two. While the debate between online vs offline reading continues, only the top
institutes can identify the benefits that each brings along. Such schools will maintain a
rich library and also have an active internet connection. There will newspaper stands
along with eBook subscriptions. Students should have equal exposure to both and find
out custom their own way to learn better.

Tangible resources enhance retention, online publications ease research

Many studies hold offline resources higher than their online counterparts solely based
on the tangible factor. The findings say that you retain and remember better when you
actually hold a book and read it from your hand. In reality, there is no untruth in that
statement as it has been seen that a student’s vocabulary, knowledge and grammatical
sense all improve when he/she reads from an actual book. Tangible resources do help
to serve the real purpose of reading and the benefits are unparallel.

On the opposite side, reading a book for the purpose of vocabulary enhancement means
that you will also have to carry along a dictionary. The online world facilitates with by
just the click of a button. On top of this, online resources come with easy hyperlinks to

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other relevant links from where the connection continues and further research does not
really require you to get up and fetch that many books. This advantage of horizontal
research, which is also inexpensive, have not allowed the virtual world to fall behind
and hold a place of domination.

Offline resources promote linear learning, online wins with amount

Take the top 10 or the top 50 schools in Gurgaon, even when classes have become
smart by blending in technology with learning, offline books still hold on to their places
as a primary medium of education. Such resources enable linear learning, wherein a
student’s focus is maintained on a particular topic and the information gradually phases
on to subsequent themes. Studying in this fashion gives rise to deep learning and the
knowledge attained stays longer in the memory. Books present information in a
sequence which is necessary for education.

On the flip side, a student may not always need deep learning and may have to consume
a lot of information in very little time. The modern fast-paced world does set such
standards for all students and there is simply no alternative than to go online. Good
websites provide authentic knowledge spread over a few sentences and a student can
quickly move on to the next topic to consume more. Online resources provide variety
in knowledge gained, which is often the need of the hour.

Books have health benefits, online resources have diversity

At the end of the day, in its literal sense, it is unhealthy to carry a gadget to bed. Books
do not have this disadvantage and are a clear winner when health is concerned. Offline
resources are pleasing to the eye, create less stress on the mind due to artificial light
and help maintain the overall health of a student. This, in turn, improves the quality of
learning and allows the brain an appropriate time to relax.

However, staying away from the online world entirely is not feasible as well. Resources
in the digital world are not merely textual. Learning can quickly shift to media which
have a greater impact on grounds of retaining a subject. A student preferring visual
learning can derive knowledge from videos, auditory learners can put on earphones to

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complete a book. There’s diversity in online learning that the offline sphere can never
replicate which again establishes the need of both worlds.

Exist in the overlapping zone

Which is the mantra of learning for institutes like the Alpine Convent School, one of
the top names in the list of international schools in Gurgaon. Having its affiliation
with Cambridge, the school cannot keep out the internet from its premises, but at the
same time, the authorities acknowledge the benefits that the offline resources bring to
the classrooms. Such schools have an extensive library where you can find both books
and CDs under the same roof, giving its students the right exposure. So, break out of
this debate of online vs offline learning. Students learn better when both exist together

Advantages Of E-Books

Lowering costs:

One of the most obvious benefits of eBooks is being able to do away with printing,
packing, distribution, and shipping expenses. As discussed earlier, 69% of publishers
have priced their eBooks lower than the print version to pass on the benefits of lower
input costs to consumers. For example, on Amazon India, the average price of eBooks
is INR 187 while that of a physical book is INR 334. To leverage this cost advantage,
countries across the world like France and Thailand are experimenting with the use of
e-readers and tablets in education. This one-time cost is lesser than buying print books
every year which compound during the entire education life-cycle of a student. Several
state governments in India have also explored the possibility of providing e-
readers/tablets to students. The Indian Government’s own e-Basta project is also geared
towards this. Given the high annual expenditure on school books per student in India,
it is important that course material be digitized. This also becomes pertinent as the price
elasticity of demand for books globally has been estimated to be between -1.0 and -
2.531, which means that a 10% decrease in prices can increase the demand of books by
15% at the minimum and an increase of up to 30% in some cases. Online platforms
such as Amazon report that the percentage fall in sales of books due to GST at various
price points is estimated to be a minimum of 1-5% fall for inexpensive eBooks (up to
INR 50), and a maximum of 90% fall in sales at higher price points. The price elasticity

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of demand for eBooks is likely to be similar, especially in contexts where eBooks are
perfect substitutes for print books. Therefore, eliminating GST of 18% could lead to a
significant reduction in prices of eBooks, thereby increasing demand and facilitating
better educational outcomes.

Improved Access:

All printed books are not available to students, especially those who reside in remote
areas where there are demand and supply constraints. Distributors have little incentive
to service areas where there is low demand for advanced books. The start of every
academic year witnesses reports of delays in distribution of NCERT textbooks in
schools across the country. This forces many Indian parents to rely on private publishers
who often charge 3 times as much as NCERT for the same books. These problems of
inequitable reach and distribution

exist in most developing countries. A 2008 World Bank study found that only one out
of nineteen African countries had adequate school textbook provisions. Hence many
African textbook publishers such as Via Afrika are increasingly adopting the digital
route and have been met with impressive demand, from having sold only 1,000 eBooks
in 2012, to selling an impressive 65,000 in 2015 alone. Likewise, since 2015 Indonesia
has, through a partnership between their Ministry of Education and Culture, the
Ministry of Information and Communications Technology, and local telco giant
Telkom Indonesia, begun to support their rural students who have limited access to
print books to shift to digital education via its e-Sabak project. The project seeks to
convert much of the educational content into eBooks, and disseminates them via tablets.

Space & Portability:

E-Books are custom made to suit the increasing pace of today’s life, given the mobility
and portability of e-readers and smartphones that carry e-reader apps. The negligible
demand on physical storage space could prove to be very useful for educational
institutions and public libraries where providing e-readers will allow readers to access
a plethora of books, without having to bear the costs of buying and storing the same.
The Indian Government’s e -Basta project, for instance, has created a framework to
make school books accessible in digital form as eBooks to be read and used on tablets

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and laptops. The objectives of the project clearly highlight the need to reduce the burden
of print books on students, in addition to reducing costs of education in the long term.
This initiative was launched as a response to the increasing reportage of health issues
triggered by heavy school bags. One survey found that the average weight of a school
bag is 17% of the average body weight of a student, outside the recommended range of
10-15% of body weight. Another survey conducted by ASSOCHAM showed that more
than two-thirds of students below 13 years of age run the risk of backaches and
hunchbacks due to heavy school bags.

Virtual libraries:

Given the net- savviness of library users, libraries are adopting digital content to satisfy
user demands. Public libraries across India, especially in schools, colleges, and
universities, are exploring virtual libraries where students and members can log in
through their e-readers and tablets. Through these libraries, students can have greater
access to books from around the world, even the more expensive ones. This had already
become the norm for public libraries in developed countries. For instance, 94% of U.S.
public libraries now offer eBooks, a significant increase in comparison to the 2010
figure, when only 72% of the public libraries in the U.S. had eBooks available.

Environmental Sustainability:

Since eBooks require no printing, they are also environment friendly, and ensure a
sustainable way of enlarging readership. The carbon released from the amount of paper
used for books in one year was estimated at 1.5 million metric tons, and each book
produced, gave off an estimated 8.85 pounds of carbon dioxide. In contrast, according
to estimates by the National Geographic, it takes 14 eBooks to produce as much carbon
as is needed to produce a paper book. Thus, eBooks clearly emerge as the more
environmentally sustainable option

Inclusivity:

Recognizing that different readers have different needs and preferences, eBooks have
the potential to meet a wide range of accessibility needs, such as Braille and large font
sizes (to those who are visually impaired), text-to-speech (to those having learning

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disabilities such as dyslexia) and lightweight devices (to those unable to hold a printed
book due to physical disabilities). EBooks also hold the potential to reach people in
remote places which are not serviced by printed books due to cost implications.

Distribution Channel In E-Reading Industry

Distribution Scenario in the India in today’s E-Reading market, the challenge to the
company and intermediaries is two-pronged:

• Building faith about the company in the mind of the client

• Intermediaries being able to build personal credibility with the clients

Prior to digitalization, the book and reading sector in India opted for various different
techniques for the distribution of books in the market. The various conventional
techniques used by various publishing houses were

1. Direct Sales

2. Independent book stores

3. Libraries

4. Online retail

5. Local stores

6. Author events

Out of the above-mentioned conventional techniques, some are not applicable to the E-
Book distribution while some are still prevalent and quite effective in the current
scenario as well. Whilst, the traditional books distribution can be done via various
channels, the E-Reading distribution can be only done through online distribution via
various mediums. A broad categorization of channels and mediums currently being
used in the distribution of E-reading products is presented below-

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Direct Sales:

Direct sales are the largest distribution channel of almost all E-reading companies,
comprising large forces that target various customer segments. The sales of the Products
can be done directly by the company itself by hiring a professionally abled staff that is
an expert in handling the overall operations and achieving the target on regular basis.
The strength of direct sales channels lies in an aggressive strategy of expanding and
procuring quality business. With focus on sales & people development, this method has
emerged as a robust, predictable and Sustainable business model.

Educational Institutions-

The new strategy that various E-reading companies have opted for these days is via
educational institutions. There are various benefits of opting for educational institutions
as a distribution channel.

•Large reader strength

•Proactive age group

•Trusted readers which can be carried on for a longer time

•Tech savvy readership which is comfortable with digital reading

Corporates-

This section deals with analysis of distribution channel via corporate companies.
Corporate distribution in its simplest form is the distribution of E-reading products
through a corporate company ’distribution channel. E-Reading companies see
corporates as a tool for increasing their market penetration and premium turnover. The
major advantage of corporate distribution is advertisement of the product on
international level via its readership.

Internet Marketing-

The growth of the Internet has led to a great deal of speculation and discussion
regarding its potential impact on traditional distribution channels. India is joining the

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fast-growing breed of net users, using net for reading has over the time caught up.
Internet marketing can be done through various platforms like

•Email Marketing

•Social Media Marketing

•Blogging

•Online Ads

•Sponsorships and Paid promotions

Why E-Book is important and a thing for the future.

The aim of eBooks is to simplify and enhance the overall learning experience. Digital
Books

make the learning process more interactive and engaging. The main reasons for people
buying e-books are possibly lower prices, increased comfort (as they can buy from
home or on the go with mobile devices) and a larger selection of titles.

With the advancement in technology and in order to level up with other industries going
digital, E-books are the thing for the future since they are Easily accessible, reusable,
printable, portable and much more.

One Device, Many Books:

EBooks are portable and lightweight, making it easy to carry around. Instead of carrying
multiple bulky books, one eBook reader can hold thousands of eBooks. It saves a lot of
space

-in your home and in your bag. One doesn’t have to worry about the storage limit. A
single device is enough to read any number of books you want. Students benefit the
most out of it as they do not have to carry a bag full of books every day. It allows the
user to store plenty of books on the device, way more than anyone can read in their
lifetime.

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Accessible Everywhere:

EBooks can be downloaded and stored for later use. One can carry the eBook around
and read them whenever they want. Students and employees can go through the learning
material while at home and even while travelling. It is convenient for people on the go.
Some e-readers come with the option of offline accessibility, allowing people to use it
even in the absence of an internet connection. Unlike printed books which have to be
ordered or purchased from the bookstore, with time lost in waiting for delivery or
travelling to the bookstore; readers can easily access any eBook anytime and anywhere.

Easily Updates- The contents on the eBooks are mostly cloud-based, meaning it can
be updated any time. Authors and publishers can always add the up-to-date information,
providing users with the latest digital content. This saves reprinting costs and the time
involved in the process.

Shareable Content:

You can share the eBook contents with multiple users. The social feature on the e-book
allows sharing and liking of content, which is not possible with printed books. You
might share a printed book with one person at a time, but an eBook can be shared with
many people at once. Students and employees can use this feature to collaborate with
their peers.

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LITTERATURE REVIEW

According to Silva, (2011)

The world moves forward to technological advancement each year, the informative and
entertaining content industry have also taken the route to digitalization. Online
magazines can be best described when editors publish their contents (e.g., Infographics,
Articles, and Videos) electronically and distribute them through the Internet. As the
audience for digital contents grows rapidly, publishers are getting more interested in
developing and following the major trends that pull strings with them stated that the
innovation and application of audio excerpt and motion graphic into magazines has
changed the game for the audience, making them able to connect to the contents in a
heartfelt way and thus make a significant progress into the modernization of confirmed
e publication.

Moses, (2007)

“Digital editions enable magazines to provide multimedia enhancements such as

embedded video and sound to provide subscribers with additional value-added
features.” One very popular argument imparts that e-magazines can be a replacement
for the traditional printed ones. However, disregarded the feud and proposed that
business organizations having numerous mechanisms for promotion and sales often
gifted them favorable outcomes. The authors presented an illustration that portrayed
how giving out two different mediums (traditional and digital) for the buyers helped
Time magazine to achieve user oriented satisfactory results.

Srisuwan and Barnes, (2008)

In addition to that, Deleersnyder et al. remarked that his study on the digitalization of
a newspaper did not out-turn elimination of the printed edition. On the other hand, e-
magazines let us enter into the futuristic arena of storytelling through assorted mediums
(e.g. Motion Graphic Content, Graphics Interchange Format Images, Pictures,
Augmented Reality, Android or iOS Applications etc.) and also interchange human
reactions and feedback on social media the opportunities for creating interactive

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atmosphere for the readers of digital magazines are still at large, because e-magazines
present innumerable features that uplift the knowledge and aesthetics of the readers.

According to Miss Viriya Boonmuang

This independent research of ‘Study of consumer preferences and key factors affecting
consumer behaviors toward electronic reading’ has been taken to focus on the issue of
publishing industry in Thailand. This study is a contemporary topic in applied
marketing and technology, having its purpose to help publishing industry to understand
consumer characteristics and their preferences of receiving and purchasing electronic
reading (e-books, e-magazines, online articles/content). Secondary research was
gathered to study about current situation of publishing industry and electronic reading
market in Thailand. Collected information came from public sources and websites, for
example, library resources and technical services, public reports, news, Thai and
international websites people visit searching for e readings. Quantitative analysis was
collected, started by conducting in-depth interviews, then key information was used for
survey questionnaire, and was accomplished by surveying 386 respondents through
online questionnaires. Statistical II procedures were run in the Statistical Package for
the Social Sciences program (SPSS) and used to summarize outcomes of this research.
Key findings of this study that influence and affect consumer behaviors toward these
electronic readings, can be able to provide consumer insights to publishers in Thailand
to improve their industry by understanding e-reading trends and to be able to predict
future publishing market.

Lai, J. and Chang, C. (2011)

Due to the rapid pace of development and innovation in information technology, the
dedicated electronic book (e‐book) reader has become a new trend in reading. However,
at present there is only a limited understanding of what factors drive user
attitudes/willingness to use this new device for reading. Hence, this paper aims to
explore what factors drive users to use dedicated e‐book readers for reading. The study
proposes a causal model that explores how convenience, compatibility, and media
richness affect users' attitudes towards the dedicated e‐book readers for reading.

Miss Sirinapa Premkamonmart (2007)

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With the fast-growing trend of digital consumption in Thailand, we expect to see the
strong growth in e-book industry in these next coming years. The current market share
of e-book Thailand is taken by one leading e-bookstore, Ookbee, which accounts for
up to 88% of ebook market. However, the market share of e-book itself is less than 2%
from the total market share of Thailand’s consumer and educational book which has
value of $1.13 billion. Comparing with a matured market such as US, e-book can take
up to 13% share of publishing market. This leads to a huge gap for business
development and opportunities in the foreseeable future. This research aims to provide
consumer insight towards Thai e-book industry. The research objectives are to
understand usage and attitude of Thai e-book readers and evaluate their attitude toward
current Thai e-bookstores. In-depth interviews with 3 respondents and Questionnaire
surveys with 204 respondents were conducted using convenience sampling method.

Venkatesanetal 2007 & Chu et al., 2008

The main thing that distinguishes between physical and online transaction system is the
physical place or store. Transactions on online marketplace utilize Internet media to run
its business through virtual store, whereas conventional market transaction (physical)
has physical place to conduct the transaction of goods or services. Based on the two
systems, consumers have options to specify the transaction system to use to find the
product availability they are looking for in both markets. Many factors influence
consumer choice. Factors derived from consumers themselves also affect their choice
in the deal. There are some views leading consumers to purchase some goods through
physical market because of the category of the products and the consumers’ natural
characters. It is closely related to the demographic characteristics of consumers and the
market level of the products, in which age and education of consumers to be the decision
factor in demographic characteristics. In addition, types of the product and level of the
product price become determinant factors of consumer decision in buying the product
offline or online.

Chiao-Yun Connie Chang (2009)

Besides, the price factor is one of the consumer considerations and found that different
price offered by the online market and the physical market influences consumer choice
while buying a product. The costs paid must take into account, not only the price of the
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product itself but also other costs involved in the transaction, such as travel cost
depending on the geographical location between buyers and sellers.

Guo, (2011)
Nevertheless, public trust factor in doing online transaction is also somewhat
contributing to the increase in online transaction. It is influenced primarily by the
security concern in transaction through Internet media. Safety factor is still a challenge
for online stores in running the business, because it is closely related to the consumer
trust that will impact on consumer buying interests. Therefore, good communication
between sellers and buyers must be well-maintained. So is the system of supply of
goods to the shipping logistics section will provide added value in growing the
consumer trust.

Sahney, 2008; Behjati and Othaman, 2012

Writer found critical factors affecting the level of trust on student choice as a book
consumer through online journal reference. They are presence, which in this case,
defines as the presence of an online store, and its existence in performing the function
of its business through the Internet, financial transactions, which refer to the choice of
payment systems that can be used when purchasing books online, including price
comparison from products sold, design and features of online store website that appeal
to consumers and interactive features, as well as navigation that allows consumers to
search the books to buy before deciding to make a purchase. The selection of these
factors was based on the results of previous studies conducted in general online stores,
in which these factors are found as part of success key in attracting and building
consumer trust.

M. Weisberg, 2011
Technology advent has been transforming students’ perceptions and preferences mostly
on how they acquire information and learn. The way students perceive e-books and
print books significantly influences the format they prefer to use for academic purposes.
Recently, the accessibility of e-books on assorted mobile gadgets is substituting the
conventional print-based resources which are regarded costly in production, sharing
and also heavy. Differing views on the format (e-book or print) that students prefer for
academic purposes to improve their educational experience exist of which most studies
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have been done in developed countries. Therefore, research that reveals students’
perceptions and preferences towards the two book formats in the nation of South Africa
can afford a better understanding and conclusion on an African student. This study
aimed to determine students’ preference on using e-books and print books in meeting
academic information needs based on perceptions.
The study adopted a cross-sectional research design and a questionnaire as a research
instrument which was administered to students at the University of Fort Hare. Findings
revealed that students preferred using both (e-books and print books) for their academic
needs. Moreover, they perceived e-books to be as good as print books, easy and friendly
to use and capable of providing sufficient information to meet educational needs.

Rowland, Ian, David Nicholas, 2007

The response rate to the survey was at least 6.7%. A total of 1,818 completed surveys
were received from approximately 27,000 potential respondents, although it is not
known whether all e-mails announcing the survey were successfully delivered. No
statistically significant differences were found between the demographic profile of the
survey sample and the profile of the total UCL population. Data regarding e-book usage
were collected from the sub-group of respondents who were existing e-book users, and
data regarding use of print collections and book discovery were collected from all
respondents.
Forty-four per cent of respondents had used e-books, with age a good predictor of
usage. However additional data analysis revealed complex demographic interactions
underlying e-book usage, making broad generalizations too simplistic. Of existing e-
book users, 61% sourced e-books independently of the UCL library. Deeper analysis
showed that men were more “library independent” than women and doctoral students
were more so than other students and staff. Forty-eight per cent of existing e-book users
preferred reading from a screen rather than paper, with men more likely to read from a
screen than women, and undergraduates more likely to do so than other groups.
Responses to questions about the purpose of reading showed that existing e-book users
consulted e-books primarily for work and study, and tended to obtain these from
libraries. E-books were compared to traditional print across a range of factors and
scored very favorably for ease of copying, currency, space requirements, 24/7
accessibility, convenience and ease of navigation. However, e-books scored poorly
compared to print for ease of reading, ease of marking a place and ease of annotation.
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Curley, S., & Zhang, J. (2013)
While ranking systems, electronic word of mouth (eWOM) channels and
recommendation systems might appear as three separate tools that influence consumer
choice, consumers at online reading platforms are often exposed to all three
simultaneously during a searching session of e-books. This study conducts an empirical
analysis to examine the interaction effects of these three decision-supporting tools on
online reading behavior. To do so, then collect a 25-week panel data set on
Yuedu.163.com, which is one of the earliest online reading platforms in China. Our
results indicate that informational cascades are particularly prominent on the online
reading market. Under the influence of informational cascades, eWOM volume and
valence have no impact on the clicks of e-books with high rankings, but have positive
impact on the clicks of e-books with low rankings.
Recommendation strength has a positive impact on popular e-books clicks, but has no
impact on the clicks of less popular e-books. Moreover, find that eWOM valence and
recommendation strength have a substitute relationship in affecting the clicks of e-
books with high rankings. However, eWOM and recommendation system have a
complementary relationship in affecting the clicks of less popular e-books. To our best
knowledge, this paper is the first to investigate the interaction effects of information
cascades, eWOM and recommendation systems on online user behavior. Our findings
provide important theoretical contributions and managerial implications.

Helm, S.V., Ligon, V., Stovall, (2018)

Technological advances in electronic markets, particularly product digitization, have

transformed customer-product interactions. For example, altered ownership
perceptions in the digital domain affect product acquisition, usage and disposition. This
study’s goal is to explore how consumers conceptualize ownership of digital
possessions in order to help marketers develop tailored positioning and
commercialization strategies. Comparing physical books and e-books, and contribute
to the literature on electronic markets, which neglects a consumer-focused perspective
on digital possessions. Using focus groups with U.S. consumers, we identify six themes
surrounding perceptions of psychological digital ownership, which mainly portray a
constricted sense of ownership, limiting usage experience, and value perceptions.
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However, also find that ease of disposition favors e-book usage. Typical assumptions
about younger consumers’ preference for digital products were not supported. Based
on our findings, we offer two managerial approaches: enhancing the digital product
experience or emancipating digital products from their physical correlates.

Ziming Liu, (2005)

Obviously, digitization in media has advantages over the traditional paper-based media.
The advantages of reading in digital environment were summarized including
interactivity, immediacy of accessing information, the convergence of multimedia, and
ability to make information more suitable to a targeted recipient.

Barry W. Cull, (2011)

As a result, it creates significant impact toward the reading behavior. There are several
researches confirm that the reading behavior is shifted toward scanning, browsing, non-
linear reading, and more reading selectively. Griswold and Wright (2004) found a
positive co–relation between Internet use and reading, and commented on the double
advantage enjoyed by readers who use the Internet.

J.C. Igbokwe, N.A. Obidike, E.C. Ezeji, 2012; Naomi S. Baron, (2013)
However, there are some drawbacks on the behavior changes. It is found that young
generations who are naturally ingrained with digital content in this “Google
Generation” tend to lack of in-depth reading skill which requires sustained attention
and concentration in reading. This leads to the question whether the changes in reading
behavior somehow create impact on the marketability of e-book industry. Furthermore,
the free-accessibility of information in digital age may alter the perception toward the
price and value of e-book as well.

Kuo-Lun Hsiao, Chia-Chen Chen, (2017)

With the development of mobile devices and the mobile Internet, publishers in
increasing numbers have begun providing e-book subscription services for their
readers. Since this trend is relatively recent, few studies have explored the factors
influencing users’ intention to pay for such services. Past research has indicated that

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perceived value and positive attitude are the main factors affecting users’ payment
intention. This study proposes a research model based on perceived value theory and
positive attitude, and integrates the factors of environmental concerns and habits, both
of which are important issues in related research. Potential customers (university
students) are chosen for the sample, and their responses are collected via an online
questionnaire. The causal models are validated using partial least squares (PLS)
techniques and find that perceived value influences payment intention for both desktop
computer users and tablet computer users. Although environmental concerns do not
directly affect users’ payment intention, both concerns and habits influence intention
indirectly through positive attitude, especially for the tablet computer group. The
implications of these findings are discussed. From a practical perspective, the insights
provided can help service providers better manage their platforms/applications to
encourage reader participation.

Hong Kong, 3 June, 2008.

The impacts of e-books on supporting teaching, learning and research activities in the
academic environment have become increasingly significant. It is difficult to find a
definite answer of yes or no as to whether the library should have only traditional
printed materials or electronic materials. The answer lies only in the needs of the users.
In order to develop an appropriate e-books collection policy and to produce data that
shed light on the value of this core library service, the Hong Kong Institute of Education
Library had conducted a formal survey on its e-books services in early 2008. This paper
will focus on examining the data collected on the use of e-books from the perspectives
of students and academics in the field of education, their demands as well as their habits
of reading traditional printed materials and electronic materials. Subsequently, issues
from these aspects will be compared. It is hoped that this paper will foster better
understanding of the users’ needs and provide insights for academic librarians in
promoting, planning and developing their e-books collections.

The framework of this study focuses on developing a deeper understanding of the

attitudes and purchase intentions of end users of eBook readers. To accomplish that
objective, the decomposed model of the Theory of Planned Behavior has been used as

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a guideline. Based on this a survey was carried out with prospective users utilizing
Theory of Reasoned Action (TRA) dimensions such as attitude, subjective norm,
perceived behavioral control and behavioral intention. Structural equation modeling
was used to estimate the maximum likelihood for these dimensions. Results showed
that the Theory of Planned Behavior (TPB) and the traditional form of TRA fit the data
adequately. To the author’s knowledge, this is the first known paper to deeply explore
the cognitive constructs underlying purchase intentions of eBook readers.

American historian Tuchman (1980)

Books are easy to use, consisting of a stack of paper, nicely bound and engineered.
They can be obtained at a rather low price, are easy to carry around, and are self-
explanatory without a necessary manual for their use. However, comparing to the
relative advantage of information technology, conventional printed books have
considerable limitations. Traditional printed books are sometimes extremely costly to
produce, they take a considerable time to process, store, ship, and they require the
management of a long supply chain until they reach the readers. In addition,
environmental issues are also related to the processing and manufacturing process. With
a dedicated electronic eBook reader device users can carry around hundreds of books
as well as have access to hundreds of thousands of books if the device is connected to
the internet.

Gartner research (2010)

According to Gartner research (2010) in 2010 the worldwide sales for connected eBook
readers were expected to reach a total of 6.6 million devices, an increase of roughly
80% compared to the year before. These numbers will likely increase in 2011 to over
11 million, which represents an annual increase of nearly 70%. At the same time, the
consumption of eBooks as consumable products is also growing globally with Japan
leading all other countries in terms of overall consumption. Interestingly 80% of
eBooks in Japan are already consumed on mobile devices and given this situation it is
interesting to look at the Japanese consumer perspective regarding embedded devices
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and the implications this perspective has for current and future device development. A
great deal of academic research has been conducted globally to better understand users
in the “active reader”.

Liu, Z. (2005)

This study attempts to investigate reading behavior in the digital environment by

analyzing how people's reading behavior has changed over the past ten years. With an
increasing amount of time spent reading electronic documents, a screen‐based reading
behavior is emerging. The screen‐based reading behavior is characterized by more time
spent on browsing and scanning, keyword spotting, one‐time reading, non‐linear
reading, and reading more selectively, while less time is spent on in‐depth reading, and
concentrated reading. Decreasing sustained attention is also noted. Annotating and
highlighting while reading is a common activity in the printed environment. However,
this “traditional” pattern has not yet migrated to the digital environment when people
read electronic documents.

Articles on e-books in academic libraries began appearing soon after vendors began
offering them in the late 1990s. The literature on e-books in libraries has covered a
handful of core issues from the beginning, but the discussion has changed as e-book
features, cataloging practice, and user awareness and adoption of e-books has evolved.
Issues addressed include identification of e-book users by demographic groups,
cataloging practice, and e-book access provision meaningful comparison of statistics
on use of print and e-books variability in statistics provided by e-book vendors’
activities supported by e-book use by type of book user characteristics affecting e-book
use; and features desired in e-books.

E-book surveys of academic populations in the United States and the United Kingdom
have included multi-university surveys of people in all roles and surveys of all roles at
single university students at a single university, students at multiple universities, and
faculty at multiple universities. E-book studies in academic health sciences
environments included a statistical comparison of print book circulation to e-book
access a study of how many titles from the Brandon/Hill list were available as e-books
in 2004, a survey of medical students in clinical rotations surveys of dental and nursing

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students using digital textbooks focus groups with midwifery students in the United
Kingdom and an observation and interview study including five undergraduate nursing
students in the population. No surveys were found that studied all user groups in an
academic health sciences library.

When comparing use of print and e-book versions of the same title, studies indicate that
e-books are accessed more frequently than print books are checked out but it is difficult
to make meaningful comparisons because usage statistics measure different types of
access. Differences in e-book use by academic discipline or role have been noted but
not explored in depth. Studies have not reported significant differences in use between
faculty and students. For example, Levine-Clark reported use between 51% and 54%
for both groups. There are some modest differences in e-book use between men and
women. A UK study found men (65.4%) more likely than women (63.6%) to use e-
books, and men were also more likely than women to read a whole chapter on screen.
No studies of e-books in hospitals were located that surveyed and compared all hospital
employee groups.

Low awareness of the collections could be a barrier to use. Existing studies reported
that 43%–67% of library patrons were aware of library e-book collections. Use of e-
books was slightly lower than awareness, varying between 40% and 62%. High e-book
visibility and ease of access should increase use. Discovery of e-books occurs through
library websites, catalogs, and library staff. Adding MARC records to the catalog and
e-book federated search tools on a website increases use of library e-books. A study
assessing e-book accessibility on Association of Research Libraries websites reported
that library catalogs usually provided cumbersome, multistep methods to limit a search
to e-books. The researchers concluded that catalogs should be modified to provide a
single-step e-book limit, and alternative access points to e-books on library websites
were needed.

Librarians may purchase e-books with distant users in mind and a study of e-book use
by on and off campus students did report that off campus use was disproportionately
high. However, a study at Texas A&M University reported that use of e-books by
distance students was much lower than their use of e-journals and databases. E-books,
just like e-journals, are used by people on campus who can visit the library. One study

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showed that most researchers used e-books from non-library locations on campus. The
convenience of using e-books is appreciated by users both on and off campus. One
frequently discussed barrier to e-book use is the discomfort of screen reading. Because
academic users commonly use e-books for ready reference, screen reading may be less
of a barrier to adoption than it initially appears. Users prefer to read short sections of
books online but prefer print for reading an entire book.

Zhang, M., Zhu, M., Liu, X. and Yang, J. (2017)

Mobile reading providers should highlight the professional and specificity of app such
as beautiful cover, page setup that similar to real books and so on Because mobile
phones offer a new, affordable and easy-to-use portal to reading material, mobile
reading is emerging as the most ultra-modern reading approach. From the perspective
of mobile reading service providers, knowledge of customer purchase, and
consumption behaviour is critical for their survival and success. This paper aims to
provide insights into the factors that influence the purchase e-books. Following means-
end chain theory, the prospect theory and elaboration likelihood model, a structural
equation model is proposed to investigate and identify key factors that drive the
purchase intention of experienced mobile readers. In the theoretical model, utilitarian
value (UV) and hedonic value (HV) are supposed as formative second-order constructs
formed by related payoff. Mobile reading providers should highlight the professional
and specificity of app such as beautiful cover, page setup that similar to real books and
so on. Readers should be allowed to post real-time reviews and communicate with
others to improve their sense of satisfaction, participation and belonging. The payment
process should be concise and simple through which readers can save their purchase
time and effort. Mobile reading service providers should provide trustworthy payment
approaches, especially third-party platform and guarantee the CV and safety of payment
activity.

E-books have changed the business of book publishing and the reading experience of
the general public. Dedicated e-readers and other smart devices are integral to e-books
offering affordances to overcome the physical limitations of print book and to provide

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the functionality of information technology. Using ethnography, comments by online
readers to articles in the New York Times and Scientific America were analyzed and
coded by themes identified in the literature of e-books versus print books. An
affordance theory approach was used to provide insights into the readers’ perceptions
of real and actual affordances and the value delivered by these affordances. Comments
by online readers of two diverse datasets confirm results found in questionnaires and
surveys reported in the academic literature. It is the physical attributes and functionality
of smart devices used in e-reading that provides the opportunity of affordance. Our
study provides support for an affordance perspective of e-books and e-readers. It also
highlights preferences for e-books and/or print books in various contexts. To our
knowledge, it is the first to consider e-readers as an IT artefact providing information
processing capabilities.

Butler, Susan (2006)

E-books have yet to assume a significant place in academic library collections. This
article focuses on extracting common themes from the literature that might help the
reader better understand why e-books have not yet become the cornerstone of the
academic library. Patrons do not use e-books because they find the experience of using
e-books incongruous with their experience of using other electronic resources, and
many of the unexpected limitations they encounter when using e-books are not inherent
to the format. Most often, they are purposefully imposed limitations tied to digital rights
management techniques. Librarians do not purchase e-books because the titles they
want to acquire are often not available electronically, because they are priced or
packaged in a way that makes them less appealing than their print counterparts, or
because acquiring e-books does not easily integrate into their normal acquisition’s
workflow.

Francis Dwyer, Pei-Hsian Hsieh (2009)

Overall, the conclusion of this study is that different reading strategies have different
instructional structures and functions in facilitating student achievement of different
types of learning objectives. Rereading strategy, implemented on the web in

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teleprompter fashion, resulted in students having greatly improved comprehension. In
addition, practical implications of implementing rereading strategy are like using an
online supervisory system in counselling centres. For example, Kleczka and Lombardo
(1991) suggested using “bug-in-the-eye” (BITE) technology to assist clinical training.
BITE is computer-assisted supervision with a one-way communication process. It
allows supervisors to effectively provide prompt, on-screen, with a few words, during
counselling sessions for their trainees (Miller, Miller, & Evans, 2002). In the past, the
supervisors used telephone call-in or knock-on-the-door approaches, which easily
interrupted the counselling process.

A. Dawn Shaikh1, Barbara S. Chaparro1

This study evaluated the reading habits of Internet users across five document types.
Internet users completed an online survey indicating whether they were likely to read a
document online or on paper using five possible choices. Document types evaluated
included journal articles, news, newsletters, literature, and product information. Results
revealed differences in the reading habits based on document type. Journal articles were
reported to be primarily printed while documents such as online news, newsletters, and
product reviews were reported to be read mainly online. Users tended not to use online
sources for reading literature. Primary factors determining whether a document was
printed or read online were size, importance, and intended purpose of document.

Dr Mohamad Jafri Zaniel Abidin, Majid Pour-Mohammadi

study intends to determine if online reading has an impact on Malaysian rural secondary
school students’ reading habits. It employed a quantitative approach and the survey
method was used. The sample consisted of 200 secondary school students. The
respondents’ gender, preferred language, access to the internet, place of access,
frequency, duration, interests as well as websites accessed were investigated. They were
also interviewed to verify the findings. The findings revealed that online reading is a
highly potent strategy in enhancing reading habits among these students. Concerning
gender and hours spent on online reading males appeared to read more hours than
females. The gathered data provided interesting insights into online reading habits. The
results are discussed and recommendations are finally provided
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OBJECTIVE OF THE STUDY

Objectives are the most important aspects which provide the set motive to move
towards success. This study has its purpose to help publishing industry to understand
consumer characteristics and their preferences of receiving and purchasing electronic
readings (eBooks, e-magazines, online articles/content) by to study about current
situation of publishing industry and electronic reading market. By aiming to understand
user’s preferences toward their electronic readings, these help publishers to use key
findings of this study to improve their industry by understanding electronic reading
trends in users and non-users’ minds, including to be able to predict and expand future
publishing market.

• To study the perception of readers towards online reading.

• To study the preference of people between print media and electronic media.

• To study the challenges and opportunity associated with the industry.

55 | P a g e
RESEARCH METHODOLOGY

Research methodology is the specific procedures or techniques used to identify, select,

process, and analyze information about a topic. In a research paper, the
methodology section allows the reader to critically evaluate a study’s overall validity
and reliability.

Research Design:

• Descriptive research- It is a research method that describes the characteristics of

the population or phenomenon studied. The descriptive research because
it primarily focuses on describing the nature of a demographic segment and based
on observation and other data.
• Exploratory research- Its design is conducted for a research problem when the
researcher has no past data or only a few studies for reference. Exploratory research
because it helps to explore more about the consumer preference for online or
traditional reading and it is based on secondary data.

Data Requirements:

• Primary data
• Secondary data

Data collection from primary sources:

• Universe: Universe means the total population available for the study. In this study,
the universe constitutes Indians, who have an online presence.
• Sampling Unit: Sample means a representation of the whole universe by a small
population. Samples for this research are under Indian youth and young Indians,
who come under 20-to-50-year age groups and who have an online presence.
• Sampling procedures- Convenience sampling procedure.

56 | P a g e
• Sample Size- The number of sample units selected from the total population is
called sample size. The sample size selected for this study is 63.
• The Population- A Comprehensive group of individuals, institutions, objects,
having common characteristics that are the interest of a researcher.
• The tools- It is used for this research is an online questionnaire, which consists of
23 questions.
Data collection from secondary sources:

• Report- Internet and Mobile Association of India

• Articles
• Research papers
• Different business electronic reading books

Data collection instrument:

• Self-structured Questionnaire or Google Forms.

57 | P a g e
DATA ANALYSIS AND INTERPRETATION
Question: Gender

S. No Gender Frequency
1. Male 31
2. Female 35

Gender

47%
53%

Male Female

The above pie chart depicts that the total no. of responded that participated in this
survey among them 47% of them were Female and the remaining 53% are male

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Question: Age

S.no Age Group Frequency

1 18-25 43
2 25-30 3
3 30-35 4
4 35 above 16

Age

24%

6%

5% 65%

18-25 25-30 30-35 35 above

The above chart shows that 65% OF THE responded fall in age group of eighteen to
twenty-five 24% of them falls in 25 to 30, 6% of them were lying in age group 30 to
35 and remaining lies in 35 above

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Question: Profession

S.no Category Frequency

1. Student 41
2. Housemaker 9
3 Employee 7
.4 Businessman 9

Profession

14%

10%

14% 62%

Student Housemaker Employee Businessman

Above chart depicts that 62% of them are Student 14% of them are Housemaker and
Businessman and 10% of them are employee

60 | P a g e
Question: Annual Income

s.no Income Frequency

1 Less than 2 lakhs 38
1 2lakhs - 4 lakhs 8
3 4 lakhs - 6 lakhs 7
4 Above 6 lakhs 13

Annual Income

20%

11%
57%

12%

Less than 2 lakhs 2lakhs - 4 lakhs 4 lakhs - 6 lakhs Above 6 lakhs

Above chart shows that 57% of them were earning less than 2 lakhs 20% of them are
earning above 6 lakhs 11% and 12% of them are earning 2lakhs - 4 lakhs and 4 lakhs -
6 lakhs respectively

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Question: Do you prefer online Reading?

S.no Frequency Option

1 Yes 15
2 No 51

Do you prefer online Reading ?

23%

77%

Yes No

Above graph shows that 23% of them prefer reading online and the remaining 77% of
them do not prefer online reading

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Question: Do you find online reading as convenient as off online reading

Strongly Agree 1

Agree 19

Neutral 19

Disagree 6

Strongly Disagree 4

Do you find online reading as convenient

as off online reading

6%
9% 27%

29%
29%

Strongly Agree Agree Neutral Disagree Strongly Disagree

The above chart depicts that 29% of them were Agree and neutral regarding
convenience of offline reading and online reading. Remaining lies in the category of
Strongly agree, disagree and strongly disagree category.

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Question: Do you think online reading is money saving?

Strongly Agree 22
Agree 28
Neutral 12
Disagree 2
Strongly Disagree 2

Do you think online reading is money

saving

3%
3%
18% 33%

43%

Strongly Agree Agree Neutral Disagree Strongly Disagree

43% of the responded agrees that online reading is money saving 33% of them
strongly agree rest of them have neutral, disagree and completely disagree with the
statement

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Question: Online Reading provides wide range of variety?

Strongly Agree 30
Agree 28
Neutral 3
Disagree 1
Strongly Disagree 4

Online Reading provides wide range

of variety?

6%
2%
5%

45%

42%

Strongly Agree Agree Neutral Disagree Strongly Disagree

45% and 42% of them Agree and strongly agree respectively about the question rest
of them have neural or completely disagrees with the fact.

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Question: Rate The challenge mentioned below. [Technical issues]

Strongly Agree 17
Agree 24
Neutral 20
Disagree 4
Strongly Disagree 1

Rate The challenge mentioned

below. [Technical issues ]

2%
6%
26%
30%

36%

Strongly Agree Agree Neutral Disagree Strongly Disagree

36% of them considered technicality as a challenge and they agree with it 26% of
them strongly agrees with it and the remaining disagrees with the fact

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Question: Rate The challenge mentioned below. [Manage screen time]

Strongly Agree 13
Agree 31
Neutral 16
Disagree 5
Strongly Disagree 1

Rate The challenge mentioned

below. [Manage screen time]

8%1% 20%

24%

47%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Majority of responded that is amount 67% of them thinks that it is hard to manage
time when it comes to online reading remaining 33% of them do not consider it as any
kind of problem.

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Question: Rate The challenge mentioned below. [Eye problem]

Strongly Agree 26
Agree 26
Neutral 13
Disagree 0
Strongly Disagree 26

Rate The challenge mentioned

below. [Eye problem]

29% 28%

0%
14%
29%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Eye problem is one of the major risk associates when it comes to online reading.

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Question: Rate The challenge mentioned below. [Security issue]

Strongly Agree 13
Agree 23
Neutral 26
Disagree 2
Strongly Disagree 2

Rate The challenge mentioned

below. [Security issue]

3%
3%
20%

39%

35%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Majority of people think security as a challenge around 55% of them agrees with the
fact remaining 45% of them have no opinion and do not agree with the fact, they do
not consider it as a challenge.

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Question: Rate The challenge mentioned below. [Trustworthiness]

Strongly Agree 15
Agree 24
Neutral 21
Disagree 4
Strongly Disagree 2

Rate The challenge mentioned

below. [Trustworthiness ]

6%3%
23%

32%

36%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Trustworthiness id the major issue when it comes to internet and online reading and is
one of the major challenges associated with the online industry if we talk about our
responded we can see that 59% of them agrees with the fact and remaining 41% have
no opinion or completely disagrees with the fact.

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Question: Rate The challenge mentioned below. [Font size]

Strongly Agree 20
Agree 23
Neutral 19
Disagree 3
Strongly Disagree 1

Rate The challenge mentioned

below. [Font size]

1%
5%
30%
29%

35%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Font size is another issue associated with this industry that mainly cause the straining
of eyes and can have adverse effect on our body 65% of our responded agrees with
the fact remaining 35% do not consider it as a problem.

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Question: Rate The challenge mentioned below. [Lack of personal touch]

Strongly Agree 21
Agree 17
Neutral 20
Disagree 7
Strongly Disagree 1

Rate The challenge mentioned

below. [Lack of personal touch]

11%1%
32%

30%

26%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Lack of personal touch may or may not be considered as a challenge as the parentage
almost that is 58% of the people completely agrees with that fact and remaining 42%
either don’t have any opinion or completely disagrees with the fact.

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Question: Rate The challenge mentioned below. [Accessibility]

Strongly Agree 18
Agree 23
Neutral 21
Disagree 1
Strongly Disagree 3

Rate The challenge mentioned

below. [Accessibility ]

5%
1%
27%
32%

35%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Accessibility is the challenge associated with the online reading and screen reading as
62% of them agrees with the fact. Remaining 38% of them have neutral and
completely disagrees with the fact.

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Question: Rate The challenge mentioned below. [Content limitation]

Strongly Agree 20
Agree 14
Neutral 22
Disagree 3
Strongly Disagree 7

Rate The challenge mentioned

below. [Content limitation]

11%
5% 30%

33%
21%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Content limitation may or may not be consider as a challenge because there is a very
fine line between the agree and disagree respondent which is 51% of them agrees rest
49% of them don’t

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Question: Rate The challenge mentioned below. [Sense of Isolation]

Strongly Agree 21
Agree 22
Neutral 17
Disagree 3
Strongly Disagree 3

Rate The challenge mentioned

below. [Sense of Isolation ]

4%5%
32%
26%

33%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Sense of isolation is the challenge associated with this industry as majority of people
agrees with it that is around 65% and the remaining 35% of then do not count it as the
problem.

75 | P a g e
Question: Rate The opportunities given below [Portability]

Strongly Agree 37
Agree 15
Neutral 13
Disagree 0
Strongly Disagree 0

Rate The opportunities given below

[Portability ]

0%
20%

57%
23%

Strongly Agree Agree Neutral Disagree Strongly Disagree

Portability can be the opportunity with this industry as 80% of responded agrees with
it remaining have neutral opinion about it.

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Question: Rate The opportunities given below [Ease to read]

Strongly Agree 22
Agree 32
Neutral 10
Disagree 2
Strongly Disagree 0

Rate The opportunities given below

[Ease to read]

0%
3%
15%
33%

49%

Strongly Agree Agree Neutral Disagree Strongly Disagree

82% of the responded thinks that the ease of availability is the major opportunity
associated with online reading or with screen reading rest 18% have neutral and
disagree with the fact.

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Question: Rate The opportunities given below [Accessibility of time and place]

Strongly Agree 23
Agree 27
Neutral 15
Disagree 1
Strongly Disagree 0

Rate The opportunities given below

[Accessibility of time and place]

0%
1%
23%
35%

41%

Strongly Agree Agree Neutral Disagree Strongly Disagree

76% of the responded think that accessibility can be the biggest opportunity
associated with this industry and completely agrees with the fact rest or remaining
thinks that this can’t be an opportunity.

78 | P a g e
Question: Rate The opportunities given below [Storage and maintenance].

Strongly Agree 21
Agree 30
Neutral 13
Disagree 2
Strongly Disagree 0

Rate The opportunities given below

[Storage and maintenance ]

0%
3%
20%
32%

45%

Strongly Agree Agree Neutral Disagree Strongly Disagree

77% of the responded consider storage and maintenance facility available as an

opportunity for this industry rest remaining 23% completely disagrees with the fact or
have neutral pinion about it.

79 | P a g e
Question: Rate The opportunities given below [Affordability].

Strongly Agree 33
Agree 20
Neutral 13
Disagree 0
Strongly Disagree 0

Rate The opportunities given below

[Affordability )

0%
20%

50%

30%

Strongly Agree Agree Neutral Disagree Strongly Disagree

80% of the respondent agrees with the fact that the affordability can be the major area
of opportunity for the e magazine and online reading industry rest remaining 20% do
not think it as an opportunity.

80 | P a g e
FINDINGS and RECOMMENDATION

• The above pie chart depicts that the total no. of responded that participated in
this survey among them 47% of them were Female and the remaining 53% are
male
• The above chart shows that 65% OF THE responded fall in age group of
eighteen to twenty-five 24% of them falls in 25 to 30, 6% of them were lying in
age group 30 to 35 and remaining lies in 35 above
• Above chart depicts that 62% of them are Student 14% of them are Housemaker
and Businessman and 10% of them are employee
• Above chart shows that 57% of them were earning less than 2 lakhs 20% of
them are earning above 6 lakhs 11% and 12% of them are earning 2lakhs - 4
lakhs and 4 lakhs - 6 lakhs respectively
• Above graph shows that 23% of them prefer reading online and the remaining
77% of them do not prefer online reading
• The above chart depicts that 29% of them were Agree and neutral regarding
convenience of offline reading and online reading. Remaining lies in the
category of Strongly agree, disagree and strongly disagree category.
• 43% of the responded agrees that online reading is money saving 33% of them
strongly agree rest of them have neutral, disagree and completely disagree with
the statement
• 45% and 42% of them Agree and strongly agree respectively about the question
rest of them have neural or completely disagrees with the fact.
• 36% of them considered technicality as a challenge and they agree with it 26%
of them strongly agrees with it and the remaining disagrees with the fact
• Majority of responded that is amount 67% of them thinks that it is hard to
manage time when it comes to online reading remaining 33% of them do not
consider it as any kind of problem.
• Eye problem is one of the major risk associates when it comes to online reading.
• Majority of people think security as a challenge around 55% of them agrees
with the fact remaining 45% of them have no opinion and do not agree with the
fact, they do not consider it as a challenge.

81 | P a g e
• Trustworthiness id the major issue when it comes to internet and online reading
and is one of the major challenges associated with the online industry if we talk
about our responded we can see that 59% of them agrees with the fact and
remaining 41% have no opinion or completely disagrees with the fact.
• Font size is another issue associated with this industry that mainly cause the
straining of eyes and can have adverse effect on our body 65% of our responded
agrees with the fact remaining 35% do not consider it as a problem.
• Lack of personal touch may or may not be considered as a challenge as the
parentage almost that is 58% of the people completely agrees with that fact and
remaining 42% either don’t have any opinion or completely disagrees with the
fact.
• Accessibility is the challenge associated with the online reading and screen
reading as 62% of them agrees with the fact. Remaining 38% of them have
neutral and completely disagrees with the fact.
• Content limitation may or may not be consider as a challenge because there is a
very fine line between the agree and disagree respondent which is 51% of them
agrees rest 49% of them don’t
• Sense of isolation is the challenge associated with this industry as majority of
people agrees with it that is around 65% and the remaining 35% of then do not
count it as the problem.
• Portability can be the opportunity with this industry as 80% of responded agrees
with it remaining have neutral opinion about it.
• 82% of the responded thinks that the ease of availability is the major opportunity
associated with online reading or with screen reading rest 18% have neutral and
disagree with the fact.
• 76% of the responded think that accessibility can be the biggest opportunity
associated with this industry and completely agrees with the fact rest or
remaining thinks that this can’t be an opportunity.
• 77% of the responded consider storage and maintenance facility available as an
opportunity for this industry rest remaining 23% completely disagrees with the
fact or have neutral pinion about it.

82 | P a g e
• 80% of the respondent agrees with the fact that the affordability can be the major
area of opportunity for the e magazine and online reading industry rest
remaining 20% do not think it as an opportunity.
•

83 | P a g e
CONCLUSION

With the above analysis we find that people show positive behaviour towards online
reading

And if we talk about the preference of Print media over electronic media, we can see
that there’s a neutral response from the people some people consider it as a positive
change and some people still prefer old school. Obviously, one cannot replace other
both of them have their own unique pros and cons.

The challenges and opportunity associated with this industry is in abundance. or we can
say that with every challenge there’s an opportunity situated with it.but as we focus
particularly on opportunity the future of this industry is quite shining as the world is
emerging more and more towards technology .and with the impact of pandemic this
industry is on boom.

This study examined the readers’ perception and preference for online and print medias.
From the result, online reading will continue gain more readership but will certainly
not replace their print versions. In as much as the news contents of both sources are
reliable and trusted, some readers still prefer print newspapers due to the feeling they
derive from it. As rightly said by various researchers, proliferation in information
technologies may increase patronage of online news sources but may not lead to total
annihilation of the print newspapers.

The attitude of people towards online reading is quite positive because of the
availability and the abundance of information available there. but some people still
prefer the smell of the books the reality reading rather than virtual reading.

If we look closely, we can see that there are a lot of opportunity associated with this
industry from providing the article to read to the whole virtual experience and obviously
if there is an opportunity there will always be a challenge both goes hand in hand, I
guess. So, by overcoming the challenges associated the industry can develop the huge
opportunity for themselves which certainly will help them grow exponentially.

Few of the challenges that are mentioned by the people participating in this survey are:

I'm not able to connect with the story or content.

84 | P a g e
Less Data packs
network issue
Needs subscription for the same
Internet connectivity
Not able to find the specific content
More screen times
Subscription for preferred content
Unnecessary ads
Yes, it is difficult for reading comprehensive
For content we have to pay some amount then it's going to open
Popping advertisements and obviously strong bright rays which sometimes obstruct me
in reading.
Yes, continuous reading results to eye problem.
Harmful for our eyes, Internet
Eye problems.
Lack of proper interaction
Not such
It effects eyes and one needs to be disciplined while reading online.
Technical issue & eye problem
No environment.
Feeling of actual paper
Stress on eyes
reading material should be as per the syllabus.
Yes, is very difficult to interact another person.
Eye strain
Connectivity
Buffering
Buffering
It's tough to give so much screen time
Internet issues, eye problem and accessibility
Breaking continuity and not proper mange time with schedule
Network issues

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LIMITATION

The above study has been conducted based on primary data which has been collected
through a questionnaire. It is subject to certain limitations that are as follows:
1. The ability and unwillingness of respondents to answer the questions.
2. The sample size has been restricted to 75.
3. The time of research was limited due to which certain facts have not been
touched.
4. The respondent might have given a biased opinion.
5 In order to increase the level of focus of the study, objectives have been
narrowed down and the research only contains information on what needs to be
studied considering the objectives.

86 | P a g e
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APPENDIX
Questionnaire
Name

Gender:

• Male
• Female
• Other

Age

• 18-25
• 25-30
• 30-35
• 35 above

Profession

• Student
• Housemaker
• Employee
• Businessman

Annual Income

• Less than 2 lakhs

• 2lakhs - 4 lakhs
• 4 lakhs - 6 lakhs
• Above 6 lakhs

Do you prefer online reading /?

• Yes
• No

If yes/no why

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Do you find online reading as convenient as off online reading?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Do you think online reading is money saving?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Online Reading provides wide range of variety?

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The challenge mentioned below. [Technical issues]

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The challenge mentioned below. [Manage screen time]

• Strongly Agree
• Agree
• Neutral
• Disagree

92 | P a g e
 • Strongly Disagree

Rate The challenge mentioned below. [Eye problem]

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The challenge mentioned below. [Security issue]

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The challenge mentioned below. [Trustworthiness]

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The challenge mentioned below. [Font size]

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The challenge mentioned below. [Lack of personal touch]

• Strongly Agree
• Agree
• Neutral

93 | P a g e
 • Disagree
• Strongly Disagree

Rate The challenge mentioned below. [Accessibility]

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The challenge mentioned below. [Content limitation]

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The challenge mentioned below. [Sense of Isolation]

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The opportunities given below [Portability]

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The opportunities given below [Ease to read]

• Strongly Agree
• Agree

94 | P a g e
 • Neutral
• Disagree
• Strongly Disagree

Rate The opportunities given below [Accessibility of time and place]

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The opportunities given below [Storage and maintenance].

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

Rate The opportunities given below [Affordability].

• Strongly Agree
• Agree
• Neutral
• Disagree
• Strongly Disagree

95 | P a g e