National - Survey - Reading Httplove2read2012.Wikispaces - Comfileviewnational - Survey - Reading

A National Survey of Reading, Buying and Borrowing Books
A National Survey of Reading, Buying and Borrowing Books for Pleasure
Conducted for Books Alive
by ACNielsen
Books Alive is supported by the Federal Government through the Department of Communications, Information Technology and the Arts.
Table of Contents
Introduction ................................................................................................................................5 Background ............................................................................................................................5 Research Objectives ...............................................................................................................6 Executive Summary ...................................................................................................................7 Reading Behaviours ...............................................................................................................7 Patterns of Purchase and Acquisition.....................................................................................8 Influences on Book Selection...............................................................................................11 Trends in Reading, Buying and Borrowing..........................................................................12 Attitudes to Reading.............................................................................................................12 Reading Preferences .............................................................................................................15 Children & Books.................................................................................................................16 Library Usage .......................................................................................................................16 DETAILED FINDINGS...........................................................................................................17 READING and OTHER LEISURE ACTIVITIES...................................................................17 Reading and Other Leisure Activities ..................................................................................17 Comparison with other Readership Research ......................................................................19 READING BEHAVIOURS .....................................................................................................20 Participation by Type of Reading.........................................................................................20 Type of Reading by Reading Frequency ..............................................................................20 Readership Profiles read in last week................................................................................21 Who are the Keen Readers for Pleasure? .............................................................................22 Who Doesnt Read for Pleasure? .........................................................................................22 Time Spent Reading in Last Week.......................................................................................23 Frequency of Book Related Activities .................................................................................25 Period since Reading and Buying for Children....................................................................29 Frequency of Activity in Last Month ...................................................................................30 Number of Books Being Read in Last Week .......................................................................31 PATTERNS OF ACQUISITION AND PURCHASING.........................................................32 Source of Books Read ..........................................................................................................32 Percentage of Books Purchased ...........................................................................................33 What is the Role of Impulse Purchasing? ............................................................................35 Source of Purchase for Self ..................................................................................................36 Source of Purchase for Children ..........................................................................................38 Internet Purchasing...............................................................................................................39 INFLUENCES ON BOOK SELECTION ................................................................................40 Sources of Information that Guide Book Selection..............................................................40 Factors Influencing Purchase Decision for Self ...................................................................42 Factors Influencing Purchase Decision for Children............................................................44 How Can Book Buying be Encouraged?..............................................................................45 PERCEIVED TRENDS in BOOK READING, BUYING AND BORROWING ...................46 Perceived Trends in Reading, Buying and Borrowing .........................................................46 Reasons for Reading Less ....................................................................................................47 Perceived Trends in Book Purchasing..................................................................................48 Reasons for Reduced Purchasing .........................................................................................48 3
Perceived Trends in Library Borrowing...............................................................................50 Reasons for Reduced Borrowing..........................................................................................51 Who is Reading, Buying and Borrowing Less? ...................................................................52 ATTITUDES TO READING...................................................................................................54 Attitudes to Reading.............................................................................................................54 Willingness to Spend More Time Reading for Pleasure ......................................................56 Motivations for Reading.......................................................................................................57 Satisfaction with Books Selected .........................................................................................59 Perceptions of Value ............................................................................................................60 Where Do People Read? ......................................................................................................61 Attitudes to Reading.............................................................................................................62 Attitudes to Selecting and Buying Books.............................................................................64 Segmentation........................................................................................................................66 Supporters 32% .................................................................................................................67 Money Conscious Avid Readers 27%...............................................................................67 Temptation Readers 25% ..................................................................................................67 Reluctant Readers 17% .....................................................................................................67 READING PREFERENCES....................................................................................................68 Reading Preferences .............................................................................................................68 Preferred Types of Fiction....................................................................................................70 Preferred Types of Non-Fiction............................................................................................71 Level of Preference for Australian Authors .........................................................................72 CHILDREN and BOOKS.........................................................................................................73 Reading to Children .............................................................................................................73 Frequency of Reading to a Child..........................................................................................74 Ease of Finding Suitable Books ...........................................................................................75 Period Since Child Borrowed from a Public Library ...........................................................76 Borrowing from School Library...........................................................................................77 LIBRARY USAGE ..................................................................................................................78 Library Membership.............................................................................................................78 Frequency of Borrowing.......................................................................................................79 Number of Books Borrowed from a Public Library.............................................................80 Ease of Finding Suitable Books in Library ..........................................................................81 Opinion of Library Range ....................................................................................................82 Appendix 1 ...............................................................................................................................83 Research Method..................................................................................................................83 Guidelines to Reading this Report .......................................................................................83 Questionnaire ...........................................................................................................................85
Introduction
The Books Alive campaign forms part of the Book Industry Assistance Plan funded by the Federal Government and is co-ordinated by the Australia Council for the Arts. Books Alive is a four year campaign to promote the intrinsic value of books, reading and literacy (particularly for children), and the books of Australian writers. The objectives of the campaign are to: 1. Encourage participation in, appreciation, value and enjoyment of reading 2. Develop new readership (while maintaining current readership), particularly among those groups identified through research as reluctant readers 3. Promote the value of literacy, particularly to children and young people 4. Increase the appreciation of Australian writers and writing 5. Encourage the growth of the Australian book sector 6. Explore opportunities for self-funding beyond the four-year campaign. Research was needed to inform the development of the campaign, and ACNielsen was commissioned to undertake that research. The project has involved four separate phases of research. Stage 1: A review of recent Australian research concerning book reading and buying patterns. Stage 2: Qualitative research based on in-depth interviews with a range of industry representatives including publishers, booksellers and the Books Alive Reference Group. Stage 3: Qualitative research with consumers to explore patterns of reading buying and borrowing books for leisure. Stage 4: A national telephone survey to establish patterns of reading, buying and borrowing.
Background
This report covers Stage 4 of the Books Alive research program.

Continued on next page
Introduction, continued
Research Objectives
The overall objective was to measure and quantify current leisure reading behaviour. The research was to address the following broad questions:
Who reads, buys and borrows books? Why do/dont people read, buy, or borrow books? On what basis do people choose the books they read? How much time do people spend reading? Would they like to spend more
time?
How have book reading/buying/borrowing habits changed over the past

five years?
Are people reading more or less, and if so, what is behind the change of
behaviour? To assess whether reading patterns have changed over time requires comparison with previous research. The leading studies of readership were commissioned by the Australia Council for the Arts in 1990 and 1995, and conducted by the Australian Bureau of Statistics (ABS). The current study and the ABS studies share many similar questions, and use many similar measures, however their focus is quite different. The ABS studies explored reading in general (including reading for work and study), while the current study was more specifically targeted, with the focus on reading books for pleasure. As a result there are very few measures on which comparisons are possible. The scope of the current study was on reading books for pleasure. After an initial query about general reading patterns no further reference was made to newspapers, magazines or reading associated with work or study. Reading for pleasure was defined to include fiction, non-fiction and reference books. Respondents were asked to keep this definition in mind as all the subsequent questions were concerned just with reading books for pleasure.
Executive Summary
Reading Behaviours
Reading and Leisure Of the five leisure activities explored the most frequent was watching television and it was followed by reading for pleasure, well ahead of the internet, computer games and movies. Three quarters of the adult population (78%) read for pleasure everyday or on most days of the week. Who Reads for Pleasure? The most frequent readers for pleasure are likely to be females, over 65 years, tertiary educated, and of upper socioeconomic status. Their interest in reading is above average, and they tend to have more books in their homes. Who Does Not Read for Pleasure? Non-readers (those who had not read in the past 7 days) are more likely to be male, under 30 years, not highly educated, of lower socioeconomic status, and living in a rural area. They tend to have fewer books in the home, and most do not enjoy reading. Types of Reading The incidence of reading books for pleasure (72%) is lower than for newspapers (91%), but well ahead of magazines (63%) and reading for work or study (44%). For many, reading papers is only a weekend activity, while reading books for pleasure occurs across the week, so the average number of days per week on which reading occurs is actually higher for books than for newspapers (4.6 days versus 4.2 days). Following references to reading and books in this summary are specifically to reading for pleasure. Time Spent Reading Among those who had read for pleasure in the previous 7 days, there was wide variation in the time spent, but the average time spent reading over the week was 8.1 hours. Frequency of Book-Related Activities In the previous week: 67% of adults had read for pleasure 35% had gone into a bookshop 21% had read a book borrowed from a friend 17% had gone to a library 16% had read a book borrowed from a library 16% had bought a book for themselves
Executive Summary, Continued
Reading Behaviours (continued)
6% had bought a book as a gift 4% had received a book as a gift 73% of parents with children under 13 years had read to their child in the previous week 19% of parents had bought a book for their child in the previous week
Recent bookshop browsers are more likely to be females, well educated, living in a capital city, and under 45 years. Library use shows a strong bias to the over 65s. Library use is well below average among those 30-44, and those in rural locations. Reading to children is strongly influenced by the parents own attitude to reading. Those who are reading enthusiasts are much more likely to read to their children than those who dont like reading. Number of Books Read Among those who had read for pleasure in the previous week, the average number of books being read or referred to was 3.4.
Patterns of Purchase and Acquisition
Where do the Books Come From? Those who had read in the previous week were asked about the source of each book read. The origins of all the books read were as follows: 29% bought new 20% borrowed from the library 19% been in house for a long time (origins unknown) 13% borrowed from a friend 10% received as a gift 5% bought second-hand 2% borrowed from someone in the house 2% other sources This indicates the relative share each source has in this market. Buying and borrowing are about equal; 44% of books were purchased (new, second-hand or as a gift) and 35% were borrowed. Most borrowing is from libraries, but informal networks also play a significant role.
Patterns of Purchase and Acquisition (continued)
What Proportion of Books are Purchased? Those who had read for pleasure were asked to estimate over the past year what proportion of their books had been purchased. One in five readers (21%) had not bought any books. Purchase activity varies widely, but among those who buy, on average 40% of the books were bought, and the balance came from other sources. On average, purchase activity was highest among males, those 30-44 years, who were working, well educated, with higher incomes, and living in capital cities. Buying activity was least likely among retirees with lower incomes, and those living away from the capital cities.
What is the Role of Impulse Purchasing? Most book buyers (64%) had purchased at least some books on impulse during the previous year. Again, the responses varied widely, but among those who had at some stage been impulsive, at least one-third (35%) of the books had been purchased on the spur of the moment. Note that at least one-third of book buyers are not swayed by whims, and they tend to be older people on lower incomes. Where are Books Purchased? The primary sources of books are the widely distributed retail chains. The percentage of book buyers using each of the outlets often is as follows: 33% Book chains 12% Independents 10% Second-hand bookshops 7% Newsagents 6% Variety stores 5% Direct mail/book club 5% Through the workplace 4% Department store 4% Discount bookshop 3% Fair, garage sale 1% Internet less than 1% through a reading group
Patterns of Purchase and Acquisition (continued)
This is only part of the picture. To understand the retail marketplace it is important to consider both the regular and the occasional levels of activity. Some of these sources may not fare too well on the basis of often used, but they are in the shopping repertoire of many readers. Specifically, variety stores and discount outlets are not the first choice for many book buyers, but they are an occasional choice. The sales channels with least penetration (% never use) are reading groups, internet and direct mail. Who Shops Where? Book chain customers are typically under 45, working, well educated, white-collar, with relatively high household incomes, and live in a capital city. Customers of independent booksellers are similar, but patronage is spread more broadly in terms of both age and location. Variety store purchasers tend to be female, 30-44years, and have children. Workplace purchasers are similar, but better educated and with higher incomes.
Newsagency purchasers tend to be males, in the 45-64 age group, working, with less formal education, lower income, and be living in rural areas. Book club customers are more likely to come from rural areas. Where do Parents Go to Buy Books? The pattern is different in the childrens market. Book chains dominate once again, but variety stores and school book clubs play a much bigger role. The budget pressure of family life is just one of several factors that make this a much more price sensitive market, hence variety stores and second-hand outlets are significant. In this category independent bookstores are likely to be an occasional rather than a regular choice. Is Internet Purchasing Likely to Increase? One in five ruled out this option as they have no access to the internet. Most readers (59%) consider internet purchasing in the future to be unlikely; only one in five (21%) consider it a possibility. Interest is stronger among males, under 30, university-educated, and living in capital cities.
10
Influences on Book Selection
Information Sources that Influence Book Selection Readers were asked from what sources they picked up information to help them assess which books might suit them. Where several sources were mentioned, they were asked to nominate the main source. Information comes from many sources, but the dominant influence is word of mouth (53%); this is followed by information provided on the book itself (37%), and print reviews (30%). Readers absorb the comments of family and friends, plus the cues to content provided by the book itself, to develop a sense of whether a given book is likely to suit them. Readers play down promotional activity in stores and via media as a significant factor guiding their purchases. Men are more likely to mention specific media as influential, while women are more responsive to the opinions of friends and print reviews. Reviews play a greater role for those over 30, while the under 30s pay particular attention to the advice of family and friends. What are the Key Factors in the Decision to Purchase? The key factors in the actual purchase decision are the buyers personal response to the topic, and positive previous experience with the author. Important supporting factors are the recommendations of friends, and the authors reputation. Price, book reviews, literary merit and bestseller lists are of moderate influence; the physical aspects of the book (cover, length, print size) are of least influence. While the reader picks up important background data from the book itself about whether it might be suitable, it seems that the topic and the author far outweigh the physical attributes of the book at the point of purchase. There are some interesting demographic variations on this issue; opinions about the purchase decision varying with age, gender, and level of reading involvement. The relative influence of factors is very similar when parents are buying for their children, however the recommendations of teachers and booksellers assume greater significance in this market. The length of the book also receives more consideration. How Can Book Buying be Encouraged? When asked What would encourage you to buy more books? What would make book buying easier for you? readers responded that the best way to encourage more purchasing would be to lower prices. As regular readers tend to be older and on more limited incomes, it is not surprising that price is a barrier for many. Some readers feel the range of books available somehow restricts their choices. Increasing promotion and advertising was another suggestion.
11

Perceived Trends in reading, Buying and Borrowing Are Reading, Buying and Borrowing on the Rise or Fall? The same pattern was seen across reading, buying and borrowing; approximately half (whether they be readers, buyer or borrowers) say their activity has been stable over the last year, a quarter have increased, and a quarter have decreased their activity. At any point in time, around half are steady in their reading activity, while the other half are in flux due to their life circumstances. Why Has Reading Activity Declined for Some? Lack of time was the main explanation given, and this applies across reading, buying and borrowing. The time pressures were from three common sources work, children and studies. Those who were buying less mentioned price and income as considerations. Those who have cut back their borrowing mentioned disappointment with the range of books available at the library, and their preference for new books. Who is Reading, Buying and Borrowing Less? Reduced activity showed a common demographic pattern across reading, buying and borrowing. Reduced involvement was most common among males, those under 30, those with children, and those in the lower white-collar socioeconomic group. The reduction is primarily due to stages in the life cycle, as reading temporarily gives way to the pressures of work, family and setting up house.
Attitudes to Reading
Attitude to Reading Attitudes to reading are very positive; over half (55%) really like it, and a further 32% quite like it, so together 87% of adults regard the activity favourably. Desire for More Reading Time Reflecting their enjoyment of the activity, the majority of people (58%) say they would like to spend more time reading. Those who want to read more are typically younger working people and young families. What Motivates People to Read? Pleasure and relaxation are the key factors which draw people to reading, followed closely by a desire to learn and explore new horizons.
12
Attitudes to Reading (continued)
Reading meets different needs in different people. Males are more likely to read for learning, information, knowledge and interest, while women emphasise the relaxation and escape found in reading. The role of reading also varies with age and stage in the life cycle. Satisfaction with Books Read Most readers find that virtually all the books they read are satisfying and rewarding. Among those who had read for pleasure in the previous year, most (64%) said that all or nearly all the books had been enjoyable. For a minority (12%) however, disappointment is not uncommon. Perceptions of Value Most adults (57%) consider that books offer good value for money. Only 5% regard books as poor value. Where Do People Read? The typical situations for reading are on holidays or at home in bed. Reading also occurs elsewhere in the house, but reading in bed is the characteristic situation. Holiday readers are more likely to be working people, who use the holiday break to relax and indulge their love of reading. Attitudes to Reading Attitudes to reading were very positive with high levels of agreement that reading is:

Very important for children A way to learn many things A special activity providing something that TV and computers dont
Views that were in any way negative about the value of reading received limited support.
13
Attitudes to Selecting and Buying Books Reflecting the enjoyment of reading, bookshop browsing is widely enjoyed, and most people have no trouble finding a book theyd like to buy when they go into a bookshop. Cost is a consideration however; many people consider books are too expensive and would like to get a bargain or discount when possible. Attitudinal Segmentation Adults can be divided into the following four segments based on their attitude to reading; each has its own unique perspective:
Supporters - 32% of the market
These readers are very positive about reading, and have little concern about cost. They are more likely to be found in the city, are well educated, in the upper socioeconomic group, working, and with a good income. Given this profile, it is understandable that cost is of little concern.
Money Conscious Avids 27% of the market
This group also loves and values reading very much, but are cost conscious. They are more likely to consider books as expensive, to consider new books as a luxury, and to look out for sales. The demographic profile of this segment is biased towards females, retirees, and those who are on a lower income.
Temptation Readers 25% of the market
These readers are somewhat half-hearted about reading, and have some cost concerns. They also tend to feel a bit overwhelmed by the range of books and find the decision difficult. In demographic terms this group lacks distinction. They are essentially very close to the average of the population.
Reluctant readers 17% of the market
These people dont like reading, and prefer other activities. They feel it requires too much concentration, and they dont like going into bookstores. This segment is skewed towards young single males with a low level of education, who work full-time and who live outside a major metropolitan region.
14
Reading Preferences
Fiction versus Non Fiction Fifty per cent of readers are flexible in their tastes and read both fiction and non-fiction. Twenty eight percent read only fiction, and 22% read only nonfiction. Reading tastes vary by age and gender: Females are more wide ranging in their choices than males Males are more likely to choose non-fiction than females Interest in fiction is relatively higher among those under 40, but as readers mature they read more widely Preferred Types of Fiction and Non-Fiction Among those who read fiction, the most popular genres are thrillers, historical novels, science fiction/fantasy and romance. Readers of non-fiction are primarily drawn to biographies, but history, gardening, cooking and crafts are also widely enjoyed. Age and gender are strong influences on the types of book preferred. Buying Australian 10% choose to buy a book on the basis that it is by an Australian author.
15
Children & Books
Reading to Children Three out of four parents of children under 13 (74%) say that they or their partner had read to the child during the previous seven days, which is consistent with other research. Reading to children is strongly influenced by the parents own attitude to reading; those who dont like reading are much less likely to read to their children. Is it Easy to Find the Right Books? Parents find it much more difficult to find the right book for a teenager than they do for a younger child. Are Public Libraries Used for Childrens Leisure Reading? In most households with young children the library is used as a source of books for the child, although the frequency of use is very variable. Note that one in three households (36%) with young children never use the library. Are School Libraries Used for Leisure Reading? Use of the school library is more common, with 72% of children under 13 years borrowing books for pleasure from the school library.
Library Usage
Library Membership The majority of adults (57%) are members of a library. Membership is above average among females, those under 30, those with children, those with higher levels of education and socioeconomic status, those who like reading, and those who have a lot of books in their home. Borrowing Activity Borrowing frequency is variable; about one in three (39%) are regulars (at least once a month), but for many it is an occasional event. Among those who had borrowed in the past month, the average number of books borrowed was eight. Borrowing activity was higher among females and those over 65. Ease of using the Library Finding the right book at the library can prove a challenge; in fact 26% consider it hard to find what they want. Opinion of the Library Range Library members are more complimentary than non-members about the range of books provided at the library; only one in ten (10%) is critical about range.
16
Detailed Findings READING and OTHER LEISURE ACTIVITIES

Reading and Other Leisure Activities The survey commenced with a general question about leisure activities. Respondents were asked about the frequency of their participation in five leisure activities. The most frequent activity is watching television, with nine out of ten (97%) watching TV every day, or at least most days of the week. Reading for pleasure is the next most popular activity, with three out of four people (78%) reading daily, or at least most days of the week. One in ten (11%) read occasionally during a month, 7% only read every few months and a further 4% never read. Reading is much more popular than the internet: only one in three (35%) use the internet most days or daily. Internet use is strongly skewed to the younger age group, higher levels of education, upper socioeconomic status, capital cities and those from non-English speaking households. Frequent users of the internet are also more likely to be males. Going to the movies is an occasional rather than a regular event. Many (63%) never play computer games.
How often do you in your leisure time?
Base: all respondents (n=1503) / (Q1)
Watch TV Read for pleasure Internet Computer games Movies 0% Every day A few times a month Never 18% 5% 9% 18% 20% 11% 53% 17% 13%
77% 25% 11% 8% 63% 66% 40% 60% 80%
20% 11% 7% 4% 46%
15% 100%
Most or several days a week Every few months/Less often
17
READING and OTHER LEISURE ACTIVITIES, Continued
Reading and Other Leisure Activities (Continued)
The table below contrasts the profiles of both frequent readers and those who read very seldom, if ever. The figures in each column should be compared with the figure at the top of the table for the total sample. Not surprisingly, the patterns are opposite; that is, frequent readers tend to be females, in the older age group, and of upper socioeconomic status, while those who read least are likely to be male, in the younger age group and of lower socioeconomic status. A similar pattern is seen on many measures in this study. It is also no surprise to find that frequent reading is more likely to occur among library members, and in households with more books. The incidence of frequent reading is much the same in urban, regional and rural areas.
Read every day/most or several days a week 78% 75% 82% 63% 79% 83% 86% 87% 80% 73% 75% 82% 77% 75% 72% 83% 62% 85% 71% A few times a month /less often/never 22% 25% 18% 37% 21% 17% 14% 13% 20% 27% 25% 18% 23% 25% 28% 17% 21% 15% 29%
Reading for Pleasure Total sample Gender Male Female Age 18-29 years 30-44 years 45-64 years 65 and over Education University or higher Trade or diploma Year 12 Some secondary Socioeconomic status Upper white-collar Lower white-collar Upper blue-collar Lower blue-collar Library membership Yes No No of books in h'hold More than 200 Less than 200
18
READING and OTHER LEISURE ACTIVITIES, Continued

Comparison with Other Readership Research The Australia Council commissioned research in 1995 which measured reading behaviours. This study titled Books: Whos Reading Them Now? conducted by the ABS posed the question about readership in the previous seven days of newspapers, magazines, books and journals (Which of these, if any, have you read in the last seven days?). Note that the purpose of the book reading was not specified. Forty-nine per cent said they had read books in the previous week. The current study contained two measures of book readership. Question Two referred to frequency - In the last seven days, on how many days did you read a book for pleasure, read a newspaper, read a magazine, or read for work/study? The question was specific about the purpose of the reading, asking separately about reading for pleasure and reading for work/study. Seventy two percent said they had read for pleasure in the previous week. As the table below shows, the levels of newspaper and magazine readership are similar in the two studies, but the readership of books is different, and at a much higher level in 2001 than in 1995. Such a large rise is surprising, however it may be due in part to the difference in the wording of the questions. Read in last Seven Days Newspapers Magazines Books Books for pleasure or interest Books for work or study ABS study 1995 84% 65% 49% Current Study 2001 91% 63% 72% 44%
Question Five in the current study referred to period since last activity When did you last read a book for pleasure or interest? Sixty-seven per cent said they had read for pleasure in the last week. The incidence of participation in reading is higher in the current study than the 1995 study, however it is reassuring to see that the two measures in the current study are fairly similar (72% and 67%).
19
READING BEHAVIOURS
Reading was explored in more detail by asking respondents on how many days in the last week they had engaged in four different types of reading: Reading a book for pleasure Reading a book for work or study purposes Reading a newspaper Reading a magazine
Participation by Type of Reading
Newspapers have the highest participation rates, with nine out of ten adults (91%) having read a paper in the previous seven days. This was followed by reading for pleasure, with a participation rate of 72% during the previous seven days. Newspapers Reading for Pleasure 91% 72% Reading for Work/Study 44% Magazines 63%
Read in last week Type of Reading by Reading Frequency
Participation in newspaper reading is high, and there is a core group who read daily, however balancing this there is also a group (20%) who read papers just once a week, presumably on the weekend, bringing down the average participation rate to an average of 4.3 days a week. Participation in reading for pleasure falls behind newspapers, but in terms of frequency, people who read for pleasure tend to read throughout the week giving an average of 4.6 days of the week, while newspaper readers do so on 4.3 days of the week.
In the past week on how many days did you
60% 50% 40% 30% 20% 10% 0%

Average days Books 4.6 Paper 4.3 Work/study 4.0 Magazine 2.5
None
Read a book for pleasure/interest Read a newspaper
Read a book for work/study purposes Read a magazine
20
READING BEHAVIOURS, Continued

The following table shows the profiles of the different types of readers. The Readership Profiles read figures in each column should be compared with the figure at the top of the table for the total sample; for example, looking at reading for pleasure, 72% in last week of the adult population had read for pleasure in the last seven days, but among females the proportion was 77% which is significantly higher. In terms of reading for work or study the pattern is reversed, with the bias strongly favouring males. Reading for pleasure is most likely to be found among females, those over 65, of upper white-collar socioeconomic status, living in a capital city, library members and Money Conscious Avids. Note that Reluctant Readers show very low participation in reading for either pleasure or work. Readership Profiles last 7 days Total Sample
Gender Male Female Age 18-29 years 30-44 years 45-64 years 65 years+ Socioeconomic status Upper white-collar Lower white-collar Upper blue-collar Lower blue-collar Location Capital city Rural city/town Rural area
Read for Read for pleasure work/study 72% 44% 66% 77% 69% 70% 73% 76% 77% 70% 67% 69% 75% 71% 66% 81% 59% 86% 90% 61% 31% 51% 36% 61% 48% 40% 17% 57% 45% 42% 30% 48% 40% 40% 49% 36% 51% 38% 46% 35%
Read a newspaper 91% 92% 89% 87% 91% 92% 92% 93% 90% 92% 85% 91% 92% 89% 93% 88% 92% 92% 89% 90%
Read a magazine 63% 64% 63% 67% 64% 63% 56% 67% 64% 63% 59% 65% 62% 61% 65% 61% 66% 61% 66% 57%
Library member Yes No Attitudinal Segments* Supporters Money Conscious Avids Temptation Readers Reluctant Readers
* For definitions see p. [67]
21
Who are the Keen Readers for Pleasure?
The frequency of reading for pleasure is above average among the following groups: Females (4.9 days per week compared with 4.3 for males) Those 65 and over (5.5 days per week) Retirees (5.3 days per week) Those with a tertiary degree (5.1 days per week) Those who really like reading (5.1 days per week) Those with many books in their home (5.0 days per week) Those of upper white-collar socioeconomic status (4.8 days per week) Money Conscious Avids (5.4 days a week)
Who Doesnt Read for Pleasure?
28% of the population are non-readers (ie had not read for pleasure in the previous week); non-readers are above average in the following groups: Males (34%) Under 30s (31%) Those who did not complete secondary schooling (34%) $30,000 - $59,000 household income (34%) Those living in rural areas (34%) Those with less than 200 books in the home (36%) Those who are not library members (41%) Those who don't like reading (79%)
22
Time Spent Reading in Last Week
Those who had read for pleasure in the previous seven days were asked to estimate how much time had been spent reading in that period. On a population basis the 10.5 million adult Australians who had read for pleasure in the previous week spent 85 million hours reading, with the average time spent per reader per week of 8.1 hours.
Total Time Spent Reading in the Last 7 Days
Base: read books for pleasure (n=1092) / (Q3)
Less than 4 hrs
34%
4-8 hrs
33%
More than 8 hrs
33%
Average: 8 hours
0%
20%
40%
60%
80%
100%
23
Time Spent Reading in Last Week (continued)
The time spent reading for pleasure was above average among: Females (8.9 hrs) Those over 65 (12.2 hrs) Those from lower blue-collar socioeconomic households (9.4 hrs) Those living in rural cities and towns (9.1 hrs) Those who really like reading (9.3 hrs) This profile is at variance with the pattern seen earlier of frequent readers being of upper socioeconomic status. Money Conscious Avids averaged over 10 hours per week, but note that the Reluctant Readers and the Temptation Readers also spent significant time reading. In the table below the figures in each column should be compared with the figure at the top of the table for the total sample.
Time Spent Reading in Last Week Av. hours per week 8.1 Total sample Gender 6.3 Male 7.4 Female 7.9 Socioeconomic status 12.2 Upper white-collar Lower white-collar 7.5 Upper blue-collar 9.1 Lower blue-collar 8.2 Attitudinal segments 9.3 5.9 4.3
Total sample Age 18-29 years 30-44 years 45-64 years 65 years+ Location Capital city Rural city/town Rural area Attitude to Reading Really like it Quite like it Dont like it much/at all
Av. hours per week 8.1 7.3 8.9 7.1 7.6 7.7 9.4
Supporters Money Conscious Avids Temptation Readers Reluctant Readers
8.2 hrs 10.2 hrs 5.5 hrs 5.8 hrs
24

While the first few questions in the survey had used the simple phrase reading for pleasure, a more precise definition was given following Question Three. Respondents were told that reading books for pleasure included fiction, non-fiction and reference books, for example on travel, craft or gardening; it did not include newspapers, magazines, or reading associated with work or study. Respondents were asked to keep this definition in mind as all the subsequent questions were concerned just with reading for pleasure. Patterns of reading, buying and borrowing were explored by asking all respondents when they had engaged in a range of activities associated with books. Reading for pleasure was the most frequent activity. Two out of three adults (67%) had read a book for pleasure in the previous week, and 78% had read a book in the previous month. This was followed by bookshop browsing. One third of adults had gone into a bookshop in the previous week, and 61% had visited a bookshop in the previous month. On many occasions the browsing translates into sales. Four out of ten (39%) had purchased a book in the previous month, and 17% had bought a book as a gift. Fourteen per cent of adults had received a book as a gift in the previous month. Many books were accessed via borrowing, and informal networks account for much of this activity. In the previous month four out of ten (40%) had read a book borrowed from a friend, while 25% had read a book borrowed from a library. Note to the right hand of the chart the proportion that never engage in these activities. The highest is for library borrowing - 20% never read books borrowed from the library.
Frequency of Book-Related Activities
25
W hen did you last...

Base: all res pondents (n=1503) / (Q5) Read a book f or pleas ure/interes t Go to a books hop Read a book y ou borrow ed f rom f riend Go to a public library 35% 67% 11% 10% 3%9%
26%
20%
4% 8%
7%
21%
19%
22%
6%
17%
14%
17%
14%
16%
6%
30%
17%
Buy a book f or y ourself Read a book you borrow ed f rom library Buy a book as a gif t
16%
23%
24%
9%
19%
8%
16%
9%
15%
6%
35%
20%
6%
11%
35%
13%
19%
14%
Receiv e a book as a gif t
4% 10% 0% 10% 20%
31% 30% 40%
15% 50% 60%
25% 70% 80%
15% 90% 100%
In the las t week Las t 2-6 m onths More than a year ago
In the las t m onth Las t 7-12 m onths Never
26

The profiles of readers, buyers and borrowers are shown below. The table indicates the proportion that had done each activity in the previous week; recency does not necessarily indicate frequency, however there is likely to be some correlation. To identify which groups are more or less likely to have participated recently in each activity, the proportions in each column should be compared with the percentage at the top of the column. While recent readers and recent borrowers are primarily female, recent bookstore browsers and buyers are split more evenly between males and females. Bookstore browsing is more common in the cities where there are more stores. Book buyers are more likely to be between 30 and 44 years old. Borrowing from friends is more common among the younger age groups (under 45 years).
Book Activity Profiles in the Last Week Read for pleasure Went to book shop Borrowed Borrowed from from friend library Bought a book for yourself
Frequency of Book-Related Activities (continued)
Total Sample Gender Male Female Age 18-29 years 30-44 years 45-64 years 65 years+ Socioeconomic status Upper white-collar Lower white-collar Upper blue-collar Lower blue-collar Location Capital city Rural city/town Rural area Library member Yes No Attitudinal Segments Supporters Money Conscious Avids Temptation Readers Reluctant Readers
67%
35%
21%
16%
16%
57% 74%
57% 69% 67% 74% 72% 65% 60% 59% 71% 64% 60% 76% 54% 83% 90% 52% 22%
32% 38%
37% 38% 34% 30% 42% 39% 30% 25% 40% 33% 27% 40% 29% 42% 44% 34% 10%
17% 25%
23% 23% 18% 21% 23% 23% 21% 15% 21% 20% 20% 25% 16% 29% 27% 14% 7%
11% 20%
10% 15% 16% 25% 16% 14% 15% 15% 14% 17% 17% 27% <1% 16% 31% 9% 2%
15% 17%
15% 19% 14% 16% 22% 13% 14% 12% 18% 15% 14% 18% 14% 21% 21% 12% 3%
27
Frequency of Book-Related Activities (continued)
Based on the responses an average period since each activity can be calculated. This averaging balances those who do an activity frequently with those who do it only sporadically, and summarises the overall pattern of activity. The chart below shows the average number of weeks since each activity was undertaken. Among adults the average period since a book was last read for pleasure was 9 weeks, and it was 14 weeks since a bookshop had been visited.
When did you last...
Read a book for pleasure/interest Go to a bookshop Read a book you borrowed from friend Buy a book for yourself Buy a book as a gift Go to a public library Receive a book as a gift Read a book you borrowed from library
0
9 14 20 22 28 29 32 33 10 20 30 40 50
Average Weeks
In terms of reading for pleasure, several demographic groups showed sharp differences in the frequency of their behaviours. Reading frequency was much lower among: Males (average period since last read 12 weeks compared with 6 weeks for females) Lower socioeconomic households (14 weeks versus 7 weeks for upper socioeconomic households) Rural communities (11 weeks versus 7 weeks in capital cities)
28

Period since Reading and Buying for Children Parents were also asked about purchasing books for children and about reading to children under 13 years. Reading to children was very widespread, with three out of four parents (73%) having read to their children in the preceding week. Parents read to children even more often than adults read for their own pleasure. Similarly, parents purchase books for children more often than adults purchase books for themselves. However, a minority does not encourage reading. Fourteen percent of parents with young children seldom if ever read to them, while 21% of parents seldom if ever buy books for their children.
When did you last for your child (Q5)
Read to your child (Base: n=419)
73%
6% 5% 10% 4%
Buy a book for your child (Base: n=577)
19%
28%
25%
5%11% 10%
0%
20%
40%
60%
80%
100%
In the last week Last 2-6 months More than a year ago
In the last month Last 7-12 months Never
Reading to children was: More frequent among females (77% read in last week versus 67% of males). Correlated with level of education (81% of those with a tertiary degree had read in the last week, compared with 67% of those who hadnt completed secondary schooling). Strongly influenced by the parents own attitude to reading. Those who are reading enthusiasts read more often to their children and those who dislike reading read to their children the least. Three out of ten (29%) of those who dislike reading seldom if ever read to their children. Purchasing for children was similarly influenced by the parents attitudes to reading; those who enjoy reading themselves were much more likely to buy books for their children.
29
Frequency of Activity in Last Month
Those who had participated in any of the book-related activities in the previous month were asked how often they had done these activities in that period. Based on the responses an average frequency can be calculated for each activity. Of the six different activities, browsing in bookshops was the most frequent, with an average of 3 times in the month. This was followed by visiting the library, with an average of 2.5 times per month. Giving and receiving books is a much more occasional occurrence, with an average of 1.4 times per month. Frequency of Activity in Last Month Go into bookshop/book department Go to a public library Buy a book for yourself Buy a book for your child Receive a book as a gift Buy a book as a gift Av. times per month 3.15 2.54 1.90 1.80 1.44 1.42
Frequent library use shows a strong bias to those over 65, but library use is well below average among those 30-44, and those in rural locations. Book shop browsing is more frequent among males, well educated, living in a capital city, at either end of the age range, and Supporters. Book buying for self shows a slight bias to males, those either over 65 or between 35-44 years. They are more likely to be well educated and Money Conscious Avids. Buying activity for children is higher among females.
30
Number of Books Being Read in Last Week
Those who had read a book for pleasure in the last week (67%) were asked how many books they had read in the last seven days (whether they had read all or only part). The 10 million Australian adults who had read for pleasure in the previous one week period, had together read or referred to 33 million books. The average number of books being read per person for the week was 3.4 books.
Number of Books Being Read in the Last Week
Base: read in the last week (n=1047) / Q7 One Two Three Three or more None/Don't know 0% 3% 10% 20% 30% 40% 50% 21% 26%
Average: 3.4 books

18% 32%
Reading activity was higher among females than males (average 3.5 books versus 3.2 for males). Reading activity is correlated with level of education to some degree (see below) Although participation in reading is much higher among older people, among those who had read in the past week it is the younger readers who read more books. The average number of books being read by those under 45 was 3.5, while among those over 65 it was 3.1. Number of Books Being Read in Last Week Av. no. of Level of education books read 3.5 Some secondary schooling 3.5 3.4 3.1 Year 12 Trade of diploma University degree
Age group 18-29 years 30-45 years 45-64 years 65+ years
Av. no. of books read 3.1 3.2 3.2 4.0
31
Patterns of Acquisition and Purchasing
Source of Books Read
Those who had read for pleasure in the previous week were asked about the source of each book read. Books come from three main sources; most (29%) were purchased new from bookshops, but libraries also provide many (20%) of the books read. The third source was household bookshelves (19%); these are books which have been in the home for some time, and their origins are no longer known. Borrowing from friends accounted for 13% of all books, and gifts 10%. Buying exceeds borrowing; 44% of books were purchased (new, second hand or as a gift) and 35% were borrowed. Most borrowing is from libraries, but informal networks also play a significant role.
Where did that book come from?
Base: all books read in the last week (n=3472) / Q8 Bought new Borrowed from a library Been in house for a long time Borrowed from a friend A gift from someone Bought 2nd hand Borrowed from someone in the house Other 0% 5% 2% 2% 10% 20% 30% 40% 50% 13% 10% 20% 19% 29%
The purchased books (bought new) were more likely to belong to those under 45, working, upper white-collar socioeconomic, and Temptation Readers. The books borrowed from the library were more likely to belong to older readers, females, and Money Conscious Avids. The books borrowed from friends were more likely to belong to females, and the under 30s.
32
Patterns of Acquisition and Purchasing, Continued
Percentage of Books Purchased
Those who had read for pleasure in the past year were asked to indicate the proportion of books that had been purchased. On average book buyers purchased 40% of the books they read, but the distribution is very spread out; it is almost U-shaped, with 19% buying only a few of the books they read, and 13% buying all the books they read. One in five readers (21%) had not bought any books in the previous 12 months.
Proportion of Books Acquired by Purchasing
Base: read for pleasure in the last year (n=1382) / (Q9) 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-99% 100% Don't know None 2% 21% 4% 13% 4% 3% 6% 8% 3% 8% 5% 5% 19%
Average: 40%
0%
10%
20%
30%
40%
33

Percentage of Books Purchased (continued) The table below contrasts those groups whose level of buying was above average, with those groups who do not buy. The figures in each column should be compared with the figure at the top of the table for the total sample. On average, buying activity was higher among males, those 30-44 years, who were working, well educated, with higher incomes, living in capital cities, Supporters, and not library members. Buying activity was least likely among retirees with lower incomes, living away from the capital cities, and Reluctant Readers.
Reading for Pleasure Total sample Gender Male Female Age 18-29 years 30-44 years 45-64 years 65 years+ Work Status Working Retired Education Some secondary Year 12 Trade/diploma University Income <$30K $30K-$59K $60K+ Socioeconomic status Upper white-collar Lower white-collar Upper blue-collar Lower blue-collar Location Capital city Regional city/town Rural area Library membership Yes No Attitudinal Segments Supporters Money Conscious Avids Temptation Readers Reluctant Readers Average % of books purchased to read 40% 42% 38% 39% 46% 40% 28% 43% 31% 36% 39% 42% 44% 35% 40% 46% 44% 38% 40% 38% 44% 36% 37% 35% 48% 50% 35% 39% 27% Bought none of the books read 21% 22% 20% 19% 15% 22% 33% 19% 33% 29% 18% 18% 15% 26% 22% 16% 17% 20% 21% 25% 19% 23% 22% 19% 23% 11% 21% 22% 48% Continued on next page
34
What is the Role of Impulse Purchasing?
Those who had purchased books in the previous year were asked to estimate the proportion of purchase decisions that had been made on the spur of the moment not pre-planned. More than one-third (36%) of buyers had not made any impulsive purchase decisions. Planned purchasing was related to age, being more common among those over 45, and particularly those over 65 on reduced incomes. Among those who had at some stage been impulsive, on average one-third of purchases (35%) were made on the spur of the moment. Impulse purchasing was above average among those under 30, who were well educated, and with higher household incomes. It also tends to be more common among Temptation Readers and Supporters. Impulse purchasing is less likely in rural areas.
Proportion of Books Purchased on Impulse
Base: bought books in the last year (n=1303) / (Q10) 1-10% 11-20% 21-30% 31-40% 41-50% 51-60% 61-70% 71-80% 81-90% 91-99% 100% Don't know None 0% 10% 20% 30% 1% 36% 40% 3% 15% 3% 1% 5% 5% 5% 4% 3% 8% 12%
Average: 35%
35
Source of Purchase for Self
Those who had bought books in the previous year were asked about the types of outlets from which they access books. The chart below shows for each outlet, the proportion using that source often, sometimes, rarely and never. The chart is ranked on the percentage for often. Book chains dominated the market, being used often or sometimes by two thirds of buyers (65%). They were followed well behind by independent booksellers (34%). Four different types of outlets make up the third tier second-hand bookshops, variety stores, newsagents and discount bookshops. The outlets which have least use (never used) were reading groups, internet and direct mail. The balance between often and sometimes purchasing is an indicator of customer loyalty. Book chains enjoyed steady patronage with the balance between regular and occasional use being even. The other two categories that enjoy relatively loyal patronage were direct mail and second-hand bookshops. Discount bookshops were a more sporadic choice, with few repeat or loyal customers.
Source of Purchase - for Self
Base: purchased books in the last year (n=1265) / (Q11) Book Chains Independent Bookstores Second Hand Bookshops Newsagents Variety Stores Direct Mail from Book Club Through the workplace Department Store Discount bookshop Fair, Garage Sale Through a reading group Internet 12% 10% 7% 6% 33% 22% 15% 16% 19% 18% 16% 19% 83% 9% 17% 18% 14% 97% 93% 76% 70% 59% 70% 32% 18% 17% 48% 57% 62% 55% 19%
5% 6% 6% 5% 10% 4% 10% 4% 17% 13%
0% often
20%
40% sometimes
60% rarely
80%
100% never
36
Source of Purchase for Self (continued)
The following demographic patterns were noted in the customer profiles of the different sources: Book chain customers are typically under 45, working, well educated, white-collar socioeconomic, with relatively high household incomes, and living in a capital city. Customers of independent booksellers are similar, but patronage is spread more broadly in terms of both age and location Variety store purchasers tend to be female, 30-44 years, and have children. Workplace purchasers are similar, but better educated and with higher incomes. Newsagency purchasers tend to be males, in the 45-64 age group, working, with less formal education and income, and living in rural areas. Book club customers are more likely to come from rural areas.
37
Source of Purchase for Children
Parents who had bought books for their child in the previous twelve months were asked about the sources used for books. The chart below shows for each outlet, the proportion using that source often, sometimes, rarely and never. The chart is ranked on the percentage for often. Book chains dominate purchasing for children as well as parents, being used often or sometimes by the majority of parents (55%). Variety stores, school book clubs and independents play a significant secondary role in this market. Note that independents tend to be an occasional rather than a regular source.
Source of Purchase - for Children

Base: purchased a book for a child (n=447) / (Q12) Book Chains Variety Stores Through school book club Independent Bookshops Direct Mail from Book Club Second Hand Bookshops Through the w orkplace Fair, Garage Sale Department Store Discount bookshop Newsagents Specialist children's bookshop Internet 0% 20% 40%
18% 16% 16% 7% 7% 7% 5% 15% 14% 14% 15% 18% 21% 20% 13% 8% 96% 6% 11% 15% 14% 11% 27% 5% 11% 37% 30% 29% 10% 74% 67% 76% 70% 64% 63% 66% 76% 14% 7% 16% 28% 40% 48% 55%
60%
80%
100%
often
sometimes
rarely
never
38
Source of Purchase for Children (continued)
Those who access books from variety stores and school book clubs were likely to be female, with more limited education and income. Customers of the book chains were more likely to have higher household incomes, and be from upper white-collar socioeconomic households. Customers of the independents were more likely to have tertiary qualifications.
Internet Purchasing
To assess the possible uptake of internet distribution, readers were asked about the likelihood of internet purchasing in the future. Interest was very limited; only a minority (21%) showed interest in this distribution channel. Interest was stronger among males, those under 30, with tertiary qualifications, living in a capital city and Supporters.
Likelihood of Internet Purchasing

Base: read for pleasure in the last year (n=1382) / (Q13) very likely likely unlikely very unlikely no internet don't know 0% 2% 20% 40% 60% 19% 5% 16% 19% 40%
39
INFLUENCES ON BOOK SELECTION
Sources of Information that Guide Book Selection
To assess the influences on book selection readers were asked two questions. The first asked readers where they pick up information about which books might suit them, and readers quite often named several sources of information. Where several sources were named, the second question asked the reader to nominate the main source of information to guide book selection. The graph below combines the data from both questions (all sources and main source). A wide range of factors influence book selection, but word of mouth dominates all other sources as the key input to book selection. Two other significant influences are; the clues to content provided by the book itself, and reviews in print media. Print reviews, print advertising and television all play a role in informing and stimulating readers, but consumers play down their power to guide selection.
Sources of Information that Guide Book Selection

Base: read books for pleasure in last year (n=1382) / Q22a,b Word of mouth From the book itself/cover Reviews in papers/magazines Advertising in papers/magazines Look around in bookshop Television Recommendations from library See what's promoted in bookshop Recommendations from booksellers Radio Best seller lists Author talks/promotions Direct mail/flyers Internet Oprah Winfrey show
2% 4% 2% 10% 10% 8% 8% 53%
27% 30%
34% 37%
7% 3% 6% 1% 6% 2% 6% 1% 5% 1% 5% 2% 4% 1% 4% 2% 1%
0%
20%
40%
60%
All sources (multiple response) Main source (single response)
40
INFLUENCES ON BOOK SELECTION, Continued
Sources of Information that Guide Book Selection (Continued)
Females were much more likely than males to be influenced by word of mouth, the cover details, and print reviews. Males were more likely to mention specific media as influential, eg. internet, radio or TV. They may also be more impulsive in their purchasing, making their decision on the spot in the bookshop. In terms of age, print reviews were influential with those over 30, while those under 30 paid a lot of attention to the recommendations of family and friends.
41

Factors Influencing Purchase Decision for Self To explore book selection further, book purchasers were asked to rate the relative influence of a range of factors, using a scale from one to ten, where 10 indicated strong influence. The chart below is based on the percentage giving a rating of eight, nine or ten. The two key factors driving choice were the book topic and positive past experience with the author. The recommendation of friends and the authors reputation were important secondary factors. Price, book reviews, bestseller lists and bookseller recommendations have moderate influence, while the book cover and other physical aspects of the book itself have limited influence. Males gave a lower rating to every attribute than females. Young people generally gave higher ratings than the other age groups, with four exceptions. Book reviews, the authors reputation, the experts quoted on the cover, and the literary merit of the book were particularly influential with those over 65. Occasional readers were relatively more influenced by best-seller lists, the experts quoted on the cover, in-store promotional activity, and recommendations from Oprah. The selections of experienced, regular readers were strongly influenced by their knowledge of the author. Supporters were more likely to be influenced by the booksellers recommendations, book reviews and the literary merit of the book. Temptation Readers were more likely to be swayed by the jacket cover, the quotes, the instore promotions and best-seller lists.
42
Factors Influencing Purchase Decision for Self

Base: purchased a book in the last year (n=1265 ) / (Q25)
Read & enjoyed previous works by the author The topic or subject Good reputation of the author Recommendation from a friend The price Book reviews Best seller lists The literary merit of the book Type size Recommendation from a bookseller The jacket cover The length of the book The opinions of 'experts' quoted on the cover Promotional activity in the bookshop Recommendation by Oprah Winfrey
26% 26% 23% 22% 15% 14% 13% 12% 10% 8% 6% 57% 54%
75% 73%
0%
20%
40%
60%
80%
100%
% Rating 8-10
43
Factors Influencing Purchase Decision for Children
Parents were also asked to rate the relative influence of factors when purchasing for children. The key factors remain much the same: previous experiences of the author was a primary consideration, along with the topic, and the recommendations of friends and teachers. Comparing the two charts it can be seen that bookseller recommendations play a more significant role in the childrens market, and the length of the book is also given more consideration. When choosing books for young children (under 9 years) parents pay particular attention to the jacket cover, the length, the type size and the price; in-store promotion was also influential. Parents of children aged 9-12 years gave relatively more attention to book reviews, Book Week publicity, and the recommendations of teachers. Parents of teenagers try to build on positive experiences by finding other works by the same author.
Factors Influencing Purchase Decision - For Child
Base: purchased a book for a child in the last year (n=447 ) / (Q35)
Child enjoyed previous works by the author The topic or subject Recommendation from school/ teacher Good reputation of the author Recommendation from a friend/ family The price Type size The jacket cover The length of the book Book reviews Recommendation from a bookseller Book Week publicity The opinions of 'experts' quoted on the cover Promotional activity in the bookshop
29% 26% 22% 19% 19% 16% 15% 10% 9% 47% 44% 43%
69% 63%
0%
20%
40%
60%
80%
100%
% Rating 8-10
44
How Can Book Buying be Encouraged?
Readers were asked what might encourage them to buy more books. Lowering the price was the most frequent response. Several of the responses focused more on obstacles than on ways that the barriers to purchasing might be overcome. So for example, lack of time, lack of interest, lack of access were mentioned.
Ways to Encourage More Book Buying

Base: read for pleasure in the last year (n=1382) / (Q28)
Lower prices Don't have enough time to read Better variety/ range Nothing/ no interest in reading More info/ advertising/ reviews More/ closer bookshops Have enough books Better service/ more help Prefer to borrow from library/friends Books/ info on the internet Remove GST Other Don't know 11% 10% 9% 6% 6% 5% 2% 2% 1% 2% 4% 21%
46%
0%
20%
40%
60%
45
PERCEIVED TRENDS in BOOK READING, BUYING AND BORROWING
Perceived Trends in Reading, Buying and Borrowing
Three questions were asked to explore trends over time. Those who read, buy and borrow books were asked whether they felt they were doing so more, less or the same compared to twelve months ago. The pattern of responses was similar across all three questions. Approximately half considered their behaviour had been stable, and the other half felt it had changed, with that group being equally divided; half said activity had increased, while half said it had declined. This pattern indicates that flux and change in behaviour is significant, with readers increasing or decreasing their involvement subject to the influence of other factors in their lives. The demographic profiles of those who report declining activity are similar, and will be covered subsequently.
Perceived Trend in Reading for Pleasure
Base: read for pleasure in the last year (n=1382) / (Q16a) 22%
Increased
Decreased
23%
Stayed the same
54%
0%
20%
40%
60%
80%
46
PERCEIVED TRENDS in BOOK READING, BUYING AND BORROWING, Continued

Reasons for Reading Less Reduced involvement in reading was associated with age, gender and household structure. The demographic pattern was in fact similar across reading, buying and borrowing, and these details are presented together in a subsequent section. Those who were reading less were asked about the reasons for this reduction. The main factors impinging on reading were lack of time, increased work or study commitments, and the presence of children.
Reasons for Reading Less*
Base: reading declined in the last year (n=312) / (Q16b)
Too Busy/ no time Work takes more time Children/ less time to read Studying My interests have changed Spend more time on PC/ internet Eyesight not so good Not interested/ don't like Renovating house/ bought house Other Don't know
*Multiple responses possible
38% 36% 19% 14% 6% 4% 4% 3% 2% 10% 1% 0% 10% 20% 30% 40% 50%
47
Perceived Trends in Book Purchasing
The perceived trends for book purchasing show the same overall pattern as for reading in general. Consumers do not feel their purchasing is down compared to this time last year. Lower purchasing did not appear to be related to lower levels of income.
Perceived Trend in Book Purchasing
Base: purchased books in the last year (n=1265) / (Q17a)
Increased
21%
Decreased
22%
Stayed the same
56%
0%
20%
40%
60%
80%
Reasons for Reduced Purchasing
The reasons given for reduced purchasing were explored and the main explanations given were again the lack of time, although cost factors were also a consideration. Females were more likely than males to regard books as expensive. Eight per cent of males regard books as expensive, but this doubled among females to 16%. Perceptions about expense were also related to age with older readers (17%) more likely to mention this factor than younger readers (6%).
48
Reasons for Reduced Purchasing
Reasons for Buying Less*

Base: purchasing declined in the last year (n=273) / (Q17b) Too busy/no time Work takes more time Books are too expensive Price/price gone up Children/ less time to read Income reduced/ have less money Studying My interests have changed Have many/ enough books Not interested/ don't like reading Swapping/borrowing from friends Use the library more Less/no bookstores in the area Other Don't know *Multiple responses possible 0% 2% 10% 20% 30% 40% 1% 9% 9% 9% 7% 7% 6% 6% 5% 5% 4% 12% 19% 29%
49
Perceived Trends in Library Borrowing
The borrowing situation is stable although one in four library borrowers (25%) reduced their borrowing activity over the last twelve months, one quarter also increased their borrowing.
Perceived Trend in Library Borrowing

Base: borrow ed in the last year (n=685) / (Q18a)
Increased
25%
Decreased
25%
Stayed the same
50%
0%
20%
40%
60%
50
Reasons for Reduced Borrowing
The main reasons for reduced borrowing were again lack of time and the pressures of work, family and study. Specific barriers or disincentives were dissatisfaction with the books available, a preference for new books, and the lack of access to a library.
Reasons for Borrowing Less*
Base: borrowing less in the last year (n=167) / (Q18b) No time to go to library Too busy/ no time for reading Not a good selection of books Work takes more time Prefer to buy new books Studying now/ studying more No library where I live Family/ friends have books Lost interest in library Children/ less time to read My interests have changed Given book vouchers/ books Like to re-read old books Hassles with returning books Don't study any more Not interested/ don't like reading Renovating house/ busy with house Spend more time on PC/ internet Eyesight not so good Other Don't know *Multiple responses possible 0% 2% 10% 20% 30% 6% 5% 4% 4% 3% 3% 3% 2% 2% 1% 1% 1% 1% 8% 9% 8% 12% 11% 18% 16%
51
Who is Reading, Buying and Borrowing Less?
Reduced levels of reading, buying and borrowing activity showed a similar demographic pattern across reading, buying and borrowing. Reduced activity was related to the following variables: Age: young people were much more likely than other age groups to cut back. Children in household: the presence of children in the household was also associated with lower levels of reading, buying and borrowing activity (this may be interrelated with age of parent/s and children). Gender: males were more likely than females to cut back on their involvement. Socioeconomic status: reduced activity was more common among those of lower white-collar socioeconomic status. Attitudes and involvement in reading: those who had reduced their involvement in reading and buying were more likely to be light readers, and light buyers.
In the following table the figures in each column should be compared with the figure at the top of the table for the total sample.
52

Who is Reading, Buying and Borrowing Less? (continued)
Total sample Gender Male Female Age 18-29 30-44 45-64 65+ Household structure Single person Children present Other Socioeconomic Upper white-collar Lower white-collar Upper blue-collar Lower blue-collar
Reading has decreased 23% 26% 21% 35% 27% 18% 10% 14% 31% 19% 25% 30% 21% 17%
Purchasing has Borrowing decreased has decreased 22% 25% 25% 20% 32% 24% 17% 15% 18% 26% 19% 23% 28% 18% 21% 26% 24% 38% 21% 23% 16% 23% 28% 20% 24% 31% 20% 27%
53
ATTITUDES TO READING
Attitudes towards reading were extremely positive, with the clear majority of adults (55%) saying they really like it. A further 32% say they quite like it so together there were 87% with favourable attitudes towards reading.
How do you feel about reading books for pleasure?

Base: all respondents (n=1503) / (Q4) Really like it Quite like it Don't like it much Don't like it at all Don't read books 3% 2% 9% 32% 55%
0%
10%
20%
30%
40%
50%
60%
54
ATTITUDES TO READING, Continued

Attitudes to Reading (continued) Attitudes to reading were strongly influenced by gender, age, education, and socioeconomic status. As would be expected, those who really like reading tend to have more books in their home, and be library members. In the table below the figures in each column should be compared with the figure at the top of the table for the total sample.
Attitudes to Reading % really like it Total sample 55% Socioeconomic status 41% Upper white-collar 69% Lower white-collar Upper blue-collar 42% Lower blue-collar 69% Attitudinal segments Supporters 50% Money Conscious Avids 48% Temptation Readers 61% Reluctant Readers 65% Age 18-29 65% 30-44 42% 45-64 65+ % really like it 55% 62% 56% 46% 45% 73% 80% 38% 7% 37% 55% 59% 70%
Total sample Gender Male Female No. of books in home Less than 200 More than 200 Education Some secondary school Year 12 Trade or diploma University degree Library member Yes No
55
Willingness to Spend More Time Reading for Pleasure
Reflecting their enjoyment of the activity, the majority of people (58%) say they would like greater involvement in reading.
Like to Spend More Time Reading Books for Pleasure

Base: all respondents (n=1503) / (Q19) Don't know 1% No 41%
Yes 58%
The following sectors showed particular desire for increased involvement in reading: The younger age groups (65% of those 18-29; 66% of those 30-44 years) Those with children (69%) Employed (65%) Tertiary educated (69%) High household incomes (68%) It is interesting to note that the segment expressing most interest in increased reading was the Temptation Readers (69%). This compares with 64% for Supporters and 57% for Money Conscious Avids. The latter group are probably already reading a good deal and feel no need to increase their involvement. Those with no wish to increase their involvement in reading were more likely to be over 65 years (66%), retired (65%), or have negative attitudes towards reading (73%).
56
Motivations for Reading
Readers were asked about their motivations for reading. Pleasure and relaxation were the key factors which draw people to reading, followed closely by a desire to learn and explore new horizons.
Motivations for Reading*
Base: read for pleasure in the last year (n=1382) / (Q20) For pleasure/enjoyment For relaxation/reduce stress To learn/improve my knowledge To find things out/for info For interest/ it's interesting A way to escape To relax before bed To fill in time/to pass time Use my imagination I like it To prevent boredom To improve my reading Other Don't know 1% 0% 10% 20% 30% 40% 50% 5% 5% 3% 7% 10% 9% 8% 21% 18% 15% 40% 39% 36%
*Multiple responses possible
57
Motivations for Reading (continued)
Reading meets different needs for different people: Males are more likely to read for learning, information, knowledge and interest, while females focus more on the relaxation and escape found through reading. Pleasure and enjoyment are increasingly appreciated as readers advance in age. Older readers also use reading to fill in time. Those in mid life (30-44 years), give more emphasis to stress relief and escape.
Motivations for Reading for Pleasure
For pleasure, enjoyment For relaxation, reduce stress To learn/for knowledge Find things out For interest/interesting A way to escape To relax before bed To fill in time To use my imagination I like it Prevent boredom Improve my reading, learn new words Other
Total Total Sample % 40 39 36 21 18 15 10 9 8 5 5 3 7
Gender Male Female % % 39 34 38 24 20 11 9 10 7 4 6 3 6 42 43 34 19 17 18 11 9 8 5 4 2 8
18-29 % 33 39 41 21 20 11 8 8 8 3 4 3 7
Age 30-44 45-64 % % 41 42 33 19 16 20 12 7 8 5 6 3 6 42 38 34 24 17 15 10 9 7 4 5 2 8
65+ % 46 33 38 21 22 9 11 16 9 9 6 2 7
58
Satisfaction with Books Selected
Readers were asked to indicate what proportion of recently read books had provided a satisfying and rewarding experience. The response was very positive; two out of three readers (64%) considered that all or nearly all the books had been enjoyable to read. Few (12%) expressed disappointment.
Proportion of Books that are Satisfying and Rewarding
All of them Nearly all Most Half Less than half Don't know 0% 1% 10% 4% 8%
20% 44% 22%
20%
30%
40%
50%
Positive reading experiences were more common among: Females Those 30-64 Those with higher levels of education and higher household incomes Supporters Negative reading experiences were strongly correlated with negative attitudes to reading. Among readers in general 12% find reading unrewarding, but the proportion rises to 36% among readers with a negative attitude to reading.
59
Perceptions of Value
Most adults (57%) consider that books offer good value for money. Only 5% regard books as poor value for money.
Perceived Value for Money
Base: all respondents (n=1503) / (Q27) Very good value Good value Average value Poor value Very poor value Don't know
5% <1% 3% 34% 13% 44%
0%
10%
20%
30%
40%
50%
60%
Perceptions of value were influenced by gender, level of education and attitudes to reading: Females were more positive about the value of books than males (good/very good 61% versus 54%) Two out of three university educated (67%) rated books good/very good value compared with one in two (52%) among those who hadnt finished secondary school Those who really like reading rate value much better than those who seldom if ever read (64% versus 32%) Supporters consider books are excellent value (good/very good 81%), while Reluctant Readers have distinct reservations about value (good/very good 40%)
60
Where Do People Read?
The most popular situations for reading were on holidays and in bed. The majority of readers often read in these situations (56% and 51% respectively). Much reading also occurs elsewhere in the home (also 51%), however the primary location is in bed. Reading levels are higher during the week than on weekends, but this is a five day period as opposed to two days. Reading on the way to or from work is uncommon.
Reading Situations
At home in bed On holidays During the week On the weekends At home, but not in bed Travelling to or from work
35%
16%
16%
13%
19%
32%
24%
18%
12%
13%
30%
29%
25%
11%
6%
24%
28%
26%
13%
15%
9%
21%
30%
27%
7%
4% 4% 8%
81%
0%
20%
very often
40%
often
60%
sometimes
80%
rarely
100%
never
Reading in bed was more popular among females, those under 45 years, those with tertiary education, and higher socioeconomic status. Holiday reading was also more popular with females, but the emphasis shifts more to workers. Holidays are found to be a time to indulge in reading for those working, and in particular for those who love reading and are of higher socioeconomic status.
61
Attitudes to reading were explored by asking all respondents to indicate the extent to which they agreed or disagreed with a range of statements. The statements were developed on the basis of the qualitative research, and were selected to include both positive and negative attitudes towards reading. The chart below shows the percentage agreeing with each statement. The importance of reading for children was widely understood; 96% of people agree with this statement. The complete statement was actually It is just as important for children to read for pleasure as it is to read for schoolwork. There was also widespread recognition that reading is a way to learn, and offers a special experience which neither TV nor computers can match. The negative statements about reading were generally rejected; these are in the lower half of the following chart.
Attitudes to Reading*
Important for children to read for pleasure Reading helps to learn Reading is a special activity Reading books is essential to me More important for children than for adults Feel I should do something more useful I'd rather be with people Don't have time for reading I'd rather read a paper or a magazine I'd rather watch TV Read when there is nothing else to do Reading requires too much concentration 48% 45% 41% 31% 28% 23% 21% 14% 69%
96% 95% 87%
0%
*Net % agree
20%
40%
60%
80%
100%
62
Only one statement generated broad agreement across all demographic groups: Reading is good because you learn many things. Responses to the other attitudinal statements showed considerable variation in demographic terms. The statements towards the bottom of the chart are qualified or negative about books: Id rather read a paper or magazine than a book Reading takes too much concentration I only read books when theres nothing else to do Id rather watch TV than read a book I dont have time for reading
These statements were all more strongly endorsed by males, young people, those with less formal education, lower socioeconomic status, and those living in rural areas The statement Id rather be with people than on my own with a book was also strongly held by young people and males, and those with higher levels of education, income and socioeconomic status. Similarly, the view that Its more important for children to read than adults was strongly supported by males, but the profile is much older; retirees, with limited education, lower socioeconomic status, and living in rural areas. Two statements endorsed the value of reading: Reading is a special activity it provides something that TV and computers dont Reading is essential to me
These values were more typical among females, those over 65, retirees, with higher levels of education, income and socioeconomic status. The latter view (that reading is essential) was more common among women in capital cities, but no clear geographic pattern was evident for the former statement. The view that reading for pleasure is just as important for children as reading for schoolwork was more strongly held by female, white-collar parents. Those who were prone to feeling guilty about reading were mothers in the 3044 year age group, of lower socioeconomic status, with moderate incomes, and living in rural areas.
63
Attitudes to Selecting and Buying Books
A further range of statements was used to explore attitudes to selecting and buying books. Again, the chart below is based on the percentage agreeing with each statement. Some of the statements in the chart have been abbreviated. Browsing in bookshops is popular with many people. Most people have no trouble finding a book to suit them, but about 30% consider this is not easy, and a third (35%) feel somewhat overwhelmed by the range of choice. While consumers may consider books to be good value they are also regarded as fairly expensive. Compared with other leisure activities however, their value is considered reasonable. Four out of ten people see new books as a luxury they cannot afford. Sales staff are generally considered helpful.
Attitudes to Selecting and Buying Books*

Base: all respondents (n=1503) / (Q24) Enjoy browsing in bookshops Have no trouble finding a book Buy books on sale whenever possible Books are too expensive Buying a new book is a luxury So many books, it's hard to choose As a leisure activity, books are expensive Sales staff gives little help Hard to find a good book
22% 17% 39% 35% 30% 59% 57% 53%
76%
* Net % 'agree'
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 100%
64
Attitudes to Selecting and Buying Books (continued)
Two of the statements expressed negative views about the cost of books: Buying new books is a luxury I cant afford Books are too expensive
These views were more widely held among females, over 65, those with limited education and low income, and living outside the capital cities. A very similar group supported the view that books are expensive compared with other leisure activities. A person who enjoys browsing in bookshops and is confident about choosing books is more likely to be female, 30-44, a parent, working, and well educated. A person who enjoys browsing is more likely to be living in a capital city. Women in the 30-44 age group were more responsive to sales and discounting than other age groups. Those who have most difficulty choosing books were the young. More males say it is hard to find a good book, and more females feel overwhelmed by the range available, but in both cases, it is those under 30 who have trouble making a choice.
65
Segmentation
The attitudinal statements about reading and buying books were used to segment the reading population. Segmentation is an analysis technique that groups people together who have similar characteristics, behaviour, or in this case attitudes. People who read for pleasure are divided into four segments: Supporters Money Conscious Avid Readers Temptation Readers Reluctant Readers The chart below shows the relative size of these four segments. The name of the segments is arbitrary; names have been selected which convey the key qualities of each segment.
Market Segmentation
Reluctant Readers 17.4% 24.6% Temptation Readers
26.5% Money Conscious Avids 31.5% Supporters

Segments based on Q21 and Q24. Weighted data.
66
Supporters 32%
This segment is the largest (32%). This segment is very positive about books and they feel little concern about cost considerations. They dont see books as expensive or a luxury. They have time for reading. This segment is more likely to be found in the city, be well educated, white-collar, working, and with a good income. Given this profile it is understandable that cost is of little concern. This segment really loves and values reading. They have time to read and would rather read a book than watch TV, read the paper or go out and socialise. However they are very cost conscious; they consider books expensive, they feel new books are a luxury, they respond to sales and discounts, and may limit their purchasing because of costs. In demographic terms this segment is more likely to be female, retired, and on a lower income, which is another reason why this group would be cost conscious.
Money Conscious Avid Readers 27%
Temptation Readers 25%
This segment is somewhat half-hearted about reading. They are inclined to say they are too busy, and have some concerns about cost. They like to buy when books are on sale. When they try to choose a book they feel somewhat overwhelmed by the range and find the decision difficult. In demographic terms this group lacks distinction. They are essentially very close to the average of the population.
Reluctant Readers 17%
As the name suggests this segment doesnt enjoy or value reading. They would much rather watch TV, read the paper or be with people, and they would only read if there was nothing else to do. For this group reading requires too much concentration. They dont like going into bookstores. In demographic terms this segment is likely to be male, single, young, working full-time, with less formal education, and living in a regional town.
67
READING PREFERENCES
Most readers were flexible in their reading tastes, with one in two (50%) reading both fiction and non-fiction.
Preferred Type of Books
Base: read for pleasure in the last year (n=1382) / (Q14a) Both 50%
Reading Preferences
Non-fiction 22% Fiction 28%
68
READING PREFERENCES, Continued
Reading Preferences (continued)
Reading tastes varied by gender and age: Females were more wide ranging in their reading tastes than males. Fiftythree per cent of females read both fiction and non fiction compared to 45% among males. Males showed greater interest in non-fiction than females: 28% of males read non-fiction compared with 17% of females. Interest in fiction was relatively higher among those under 45, but as readers mature they seem to read more widely, drawing from both fiction and non-fiction. Readers with little enthusiasm for reading showed little flexibility in their reading. They tended to focus on just one category (either fiction or nonfiction), and showed a marked preference for non-fiction.
Reading Preferences Total sample Gender Male Female Age 18-29 years 30-44 years 45-64 years 65 years+ Attitude to Reading Really like it Quite like it Dont like it much/at all Fiction 28% 27% 29% 31% 33% 25% 19% 29% 27% 30% Non fiction 22% 28% 17% 24% 21% 22% 24% 16% 28% 53% Both fiction & non fiction 50% 45% 53% 45% 46% 53% 57% 56% 46% 17%
69
Preferred Types of Fiction
Among those who read fiction, crime and thrillers are the most popular types of reading choice. The other types of fiction which were widely enjoyed were general fiction, historical novels, fantasy and romances. Preferences in fiction vary with age and gender as shown in the table below. The bottom row in this table indicates the average number of fiction types read by each demographic group. Females read a wider variety of fiction than males; on average two types were mentioned compared with 1.8 for males. Reading tastes become more diverse with age; those under 30 were more restricted in their tastes, while those over 65 showed a more eclectic repertoire. Males showed more interest in science fiction, fantasy, war and westerns, while females found romances more appealing. Interest in historical novels and war novels increased with age, while younger people responded to science-fiction and fantasy.
Preferred Types of Fiction Mystery/crime General Fiction Historical Sci-fi/fantasy Romance Short stories War Western Adventure Humour Classics Other Average number of types read * Less than 1%
Total
Gender Male 50% 32% 23% 30% 4% 10% 12% 7% 4% 2% 1% 6% 1.8 Female 52% 34% 27% 15% 32% 14% 8% 2% 2% 1% 1% 9% 2.0 18-29 49% 31% 18% 31% 15% 9% 11% 3% * 3% 1% 12% 1.8 30-44 50% 33% 20% 30% 21% 12% 7% 1% 3% 2% 2% 7% 1.9
Age 45-64 52% 37% 30% 15% 19% 13% 8% 6% 4% * 1% 6% 1.9 65+ 55% 29% 39% 6% 26% 15% 18% 8% 4% 1% 7% 2.1
51% 33% 26% 21% 20% 12% 10% 4% 3% 2% 1% 7% 1.9
70
Preferred Types of NonFiction
The most popular type of non-fiction is biography, and it is followed by history, cooking, gardening and hobbies, which are all widely enjoyed. On average, readers of non-fiction named 2.2 different types of non-fiction, suggesting there is more diversity in non-fiction reading than in fiction. Females read more widely than males, and the 45-64 age group are also the most exploratory. Biographies very popular with those over 65, and females History primarily males, and likely to be middle aged or older Gardening, cooking and crafts - all biased to females, of mature age Travel most interest from those over 65 Sport, science and technology all biased to males, in the younger age groups
Preferred Types of Non Fiction Biographies History Gardening Cooking Hobbies/crafts Travel Sport Self help Science Technology Medicine Philosophy Animals Atlas/dictionary Other Average number of types read Total Gender Male 41% 32% 13% 12% 16% 14% 20% 9% 14% 15% 5% 4% 1% 3% 10% 2.1 Female 55% 25% 26% 27% 21% 19% 5% 13% 7% 4% 14% 5% 2% 1% 8% 2.4 18-29 47% 25% 8% 18% 15% 16% 15% 11% 13% 13% 13% 2% 2% 2% 12% 2.1 30-44 42% 26% 20% 20% 19% 11% 11% 16% 14% 12% 8% 3% 1% 2% 9% 2.2 Age 45-64 49% 31% 23% 22% 22% 18% 11% 9% 8% 8% 9% 6% 2% 2% 9% 2.3 65+ 58% 32% 27% 16% 17% 24% 11% 4% 5% 3% 8% 5% 2% 1% 6% 2.2
48% 28% 20% 20% 19% 17% 12% 11% 10% 9% 9% 4% 2% 2% 9% 2.2
71
Level of Preference for Australian Authors
To explore the level of preference for Australian authors, book buyers were asked whether the authors country of origin was a consideration in purchasing. For 88% of buyers, this was not an issue. Ten per cent choose to buy a book on the basis that it is by an Australian author. More consideration was given in purchasing for children, but the majority of parents still do not consider this issue when choosing books for their children. Those who prefer Australian authors (when buying for themselves) were likely to be from lower socioeconomic households, and rural communities.
Preference for Australian Authors Not an issue Prefer Australian Prefer non-Australian Dont know Buying for Self Purchased in last year n=1265, Q26a 88% 10% 2% 1% Buying for Children Purchased for child in last year n=447, Q26b 82% 17% * 1%
* Less than 1%
72
CHILDREN and BOOKS

Parents with children under 13 were asked whether they or their partner had spent any time reading to the child during the previous seven days. Three out of four (74%) had spent some time reading to the child or children. In those households where reading had occurred, the household was more likely to be of upper socioeconomic status. Reading was also strongly correlated with the parents own attitude to reading; parents who didnt like reading were much less likely to read to their children (57%) than those who liked reading (78%).
Reading to Children
Spent Time Reading to a Child in the Last Week

Base: respondents with children under 13 in home (n=419) / (Q34a)
No 24%
Yes 74%
Don't know 2%
73
CHILDREN and BOOKS, Continued
Frequency of Reading to a Child
Those who had read to their child in the past week were asked on how many days that had occurred. On average these parents had read to their child on five of the seven days; almost half (48%) had read to the child every day. Reading frequency was related to education, with higher frequency among the tertiary educated. The relationship between reading frequency, socioeconomic status and income was not as obvious. Reading frequency tends to be lower in rural families.
Nu m be r of Da ys Re a d to a Child
Bas e: read to a c hild in the las t w eek (n=307) / (Q34b) One Tw o Three Four Fiv e Six Sev en 0% 10% 20% 30% 40% 3% 48% 50% 60% 6% 12% 11% 9% 13% A v erage: 5 day s
74
Ease of Finding Suitable Books
Those who had bought books for their children in the previous year were asked how hard or easy it was to find a suitable book. Most parents have no problem choosing books for young children, but the following graph shows that when it comes to teenagers, it is much more difficult. Many parents (40%), and particularly females (53%), find it hard to choose the right book for a teenager. Those who read more often to their young children find it easier to identify a suitable book.
Ease of Finding Suitable Books for Children & Teens
Base: bought book for child (n=447) / Q36(a/b)
Very easy Easy Hard Very hard Don't know 0%

3% 2% 5%
16% 35% 39% 44% 25% 16% 15%
10%
20%
30%
40%
50%
For a child under 13
For a teenager
75
Period Since Child Borrowed from a Public Library
Parents of young children were asked when they had last gone to a public library with their child to borrow books for pleasure. Three out of ten (30%) had borrowed from the library in the previous month, but balancing this, a similar proportion (36%) had not been to a library for a very long time, if ever. Borrowing frequency was higher among females (35% in last month) than males (24%); males seldom take their children to the library.
Period Since Child Borrowed from Public Library
Base: children under 13 in home (n=419) / (Q37)
In the last week In the last month 2-3 months 4-6 months 7-12 months ago More than a year ago Never Don't know 0%
1% 9% 8% 6% 10%
14% 16%
36%
10%
20%
30%
40%
50%
76
Borrowing from School Library
Those with children under 13 were asked whether their child borrows books for pleasure from the school library. Three out of four (72%) used the school library as a source of leisure reading.
Child Borrows Books for Pleasure from School Library

Base: children under 13 in home (n=419) / (Q38)
No 28%
Yes 72%
77
LIBRARY USAGE
The majority of adults (57%) were members of a public library. Membership was above average among: Females (64%) Those under 30 (62%) Those with children (65%) Those with higher levels of education and socioeconomic status Those who really like reading (67%), and have a lot of books in their home (66%)
Member of a Public Library
Base: all respondents (n=1503) / (Q29) No 43%
Library Membership
Yes 57%
78
LIBRARY USAGE, Continued
Frequency of Borrowing
Library members were asked how often they borrow from the library for their leisure reading. Borrowing activity is variable; approximately one in three (39%) are regular borrowers (at least once a month), but for many it is an occasional event. Frequent borrowers were more likely to be females, and be over 65 years. While library membership is relatively high among young people, the borrowing frequency for pleasure is well below the average. This may be because this age group use the library for reference purposes more than leisure reading.
Frequency of Borrowing from the Library Base: library members (n=876) / (Q30)
Every week Every few weeks About once a month Every 2-3 months Every 4-6 months Less than every 6 months Never Don't know 1% 7%
11% 15% 13% 13% 10% 29%
0%
10%
20%
30%
40%
50%
79
Number of Books Borrowed from a Public Library
Amongst those who had borrowed from a public library in the past month, the average number of books borrowed was eight. Borrowing activity was above average among: Females (average 10 books versus 7 for males) Those over 65 (average 10 books) Those with less formal education, and lower income
Num be r of Books Borrow e d in the La st Month
Base: borrow monthly or more of ten (n=355) / (Q31)
1-4 5-10 >10 Don't know None 0% 3% 21% 29%
42%
A verage: 8 books a month
5% 10% 20% 30% 40% 50%
80
Ease of Finding Suitable Books in Library
Most library members can locate the books they want in the library without too much trouble, but note the imbalance between very easy and easy. Only 15% find that book selection is trouble free. One in four find the process difficult. Females had more difficulty finding the book they wanted than males.
Ease of Finding a Suitable Book in the Library

Base: member of a public library (n=876) / (Q32)
Very easy Easy Hard Very hard Don't know 0%

6% 3%
15% 56% 20%
20%
40%
60%
80%
81
Opinion of Library Range
Most library members consider the range of books available in the library is quite acceptable (58% rate it as good or very good). However, one in ten considers it unsatisfactory. Concerns about library range were: More common among males Strongly correlated with age (with satisfaction rising along with age) More common in rural areas
Opinion of Library's Range
Base: members of a public library (n=876) / (Q33)
Very good Good Average Poor Very poor Don't know 0%

3% 3% 7%
26% 32% 28%
10%
20%
30%
40%
50%
82
Appendix 1
Research Method A national telephone survey was conducted and 1,503 adults were interviewed about their reading behaviour. Information was gathered from people aged 18 years or over, about their reading, buying and borrowing habits. Households were selected at random from the Electronic White Pages, and if there was more than one person in the household, random methods (last birthday) were then used to select one household member for interview. No quotas were used for age or sex as the use of random selection methods generally provides a sample which is balanced in terms of age and sex. Where the person selected for interview was not available up to three callbacks were made in an attempt to achieve an interview. All states and territories were included, with the sample proportionate to population. The questionnaire was developed on the basis of the qualitative research in Stage 3, and also informed by the review of existing research (Stage 1). Before the survey commenced a pilot test was conducted to ensure the questionnaire was performing satisfactorily. The interviewing was conducted in the evenings and weekends to ensure that working people were included in the sample. The survey took place between 16 - 30 June, 2001. The data was post weighted on key demographic variables to ensure the sample is representative of the Australian population. Weighting makes it possible to derive estimates relating to the whole population.
Guidelines to Reading this Report
All sample surveys are subject sampling variance, that is, the extent to which the results may differ from what would be obtained if the whole population had been interviewed. The size of such variance depends largely on the number of interviews; the larger the sample, the smaller the sampling error. The maximum margin of error for a sample of 1500 at the 95% confidence level is .2.6%. So, for example if 50% agree with a statement, then 95 times out of 100 the sample result will fall between 47.4% and 52.6%. Columns in tables or bars in graphs may not sum exactly to 100% due to rounding.
83
BOOKS ALIVE Questionnaire Good morning/afternoon/evening. My name is. from ACNielsen, the research firm. We are currently conducting an important national survey about peoples leisure activities and choices. To make sure our sample is not biased we select people at random on the basis of their date of birth, so could I please speak to the person aged 18 years or over in your household who had the most recent birthday? IF RESPONDENT CHANGES, REPEAT INTRODUCTION. CHECK THAT RESPONDENT IS 18 OR OVER IF SELECTED PERSON IS NOT AVAILABLE, ARRANGE A SUITABLE TIME TO CALL BACK. RECORD FIRST NAME AND DETAILS FOR CALL BACK. IF LAST BIRTHDAY PERSON IS AWAY FOR THE DURATION OF THE SURVEY (ie UNTIL THE END OF JUNE), ASK FOR THE NEXT PERSON IN THE HOUSEHOLD WHO HAD THE MOST RECENT BIRTHDAY. IF RESPONDENT IS RELUCTANT EMPHASISE THE IMPORTANCE OF THE SURVEY. It does take a little time maybe 20 minutes but all those who participate go in a prize draw, and have the chance to win one of several prizes. IF TIMING IS INCONVENIENT, OFFER TO CALLBACK. IF RESPONDENT SAYS AT ANY STAGE THAT THEY CANT READ, RECORD THIS AS THE OUTCOME, THEN THANK AND CLOSE S1 Before we start can I check whether you have any children in the household? 1Yes 2 No GO TO Q1 S2 How many children do you have in each of the following age groups? READ OUT. RECORD No. of children None a) 0 8yrs _________ 99 b) 9 12yrs _________ 99 c) 13 18yrs _________ 99
Reading relative to other activities Q1 ASK ALL Were talking first about leisure activities. How often do you do each of the following activities in your leisure time? Lets start with .READ OUT. ROTATE. Watch TV Every day Most days of the week Several days a week About once a week Every few weeks About once a month Every 2 3 months Every 4- 6 months Less often than 6 months Never Cant read 1 2 3 4 5 6 7 8 9 10 Use the internet 1 2 3 4 5 6 7 8 9 10 Read for your own pleasure or interest 1 2 3 4 5 6 7 8 9 10 9 TERMINATE IF CANT READ Play computer games 1 2 3 4 5 6 7 8 9 10 Go to the movies 1 2 3 4 5 6 7 8 9 10
Reading frequency Q2 In the last 7 days on how many days did you . READ OUT a) Read a book for your own pleasure or interest (part or all) b) Read a book for work or study purposes (part or all) c) Read the newspapers d) Read a magazine Book Reading Frequency IF READ BOOKS FOR PLEASURE IN LAST 7 DAYS (Q2a=CODES 1-7) ASK Q3, ELSE GO TO DEFINITION OF READING Q3 How much time in total did you spend reading books for pleasure over the last 7 days? Your best estimate will be fine. RECORD IN HOURS & MINUTES _____ hours _____ minutes Definition of reading From here on in this survey were going to be talking about reading books as a leisure activity. That means the reading you do for your own interest or pleasure, or with your children. It includes fiction, non-fiction and also reference books, for example on travel, craft or gardening. It covers books that you read from beginning to end, and also the books you refer to, and just read sections. It does not include magazines or newspapers, and it does not include reading for work or study. So in ALL the questions which follow I want you just to think about the books youve read for pleasure or interest. Q4 ASK ALL How do you feel about reading books for pleasure. Do you .. READ OUT 1 Really like it 2 Quite like it 3 Dont like it much 4 Dont like it at all 5 Dont read books DONT READ OUT 6 Cant read DONT READ OUT. THANK & CLOSE 9 Dont know DONT READ OUT Q5 When did you last.. READ OUT Period since last activity 46 7 -11 mos mos 5 6 5 5 5 6 6 6 1 1 1 1 2 2 2 2 3 3 3 3 Number of days 4 4 4 4 5 5 5 5 6 6 6 6 7 7 7 7 None 8 8 8 8 DK 9 9 9 9
a)Read a book for your pleasure or interest b)Go to a public library c)Read a book that you borrowed from a public library d)Read a book that you borrowed from a family member or friend
In last week 1 1 1 1
In last mth 2 2 2 2
2 mos 3 3 3 3
3 mos 4 4 4 4
1 yr ago 7 7 7 7
> 1yr 8 8 8 8
Never 97 97 97 97
DK 99 99 99 99
e)Go into a bookshop or book department f)Buy a book for yourself g)Buy a book as a gift for another adult h)Receive a book as a gift
1 1 1 1
2 2 2 2
3 3 3 3
4 4 4 4
5 5 5 5
6 6 6 6
7 7 7 7
8 8 8 8
97 97 97 97
99 99 99 99
IF CHILDREN IN HOME (S1=CODE 1) And thinking about your children and their reading for pleasure, when did you last.. READ OUT Period since last activity 4 6 mos 7 -11 mos 5 6
i)Read to your child/children for their pleasure IF CHILD <13 IN HOME AT S2a or b j)Buy a book for your child/children IF CHILD IN HOME (S1=CODE1)
In last week 1
In last mo 2
2 mos 3
3 mos 4
1 yr ago 7
> 1yr 8
Never 97
DK 99
97
99
98 Cant read THANK AND CLOSE
FOR EACH OF THE ACTIVITIES RECORDED AT Q5 AS OCCURRING MONTHLY OR MORE OFTEN (Q5 b, e, f, j, g or h =CODE 1 OR 2) ASK Q6 In the last month how many times did you .. Once Go to a public library Go into a bookshop or a book department Buy a book for yourself Buy a book for your child Buy a book as a gift for someone else Receive a book as a gift Sources for Books IF READ FOR PLEASURE IN LAST WEEK (Q5 a, c or d=CODE 1)ASK Q7 In the last seven days how many books have you read or referred to, whether in full or in part? RECORD NUMBER _______ 98 None GO TO FILTER ON Q9 99 Dont know GO TO FILTER ON Q9 Q8 Where did (that book) (each of those books) come from? Lets start with the first book?. ASK FOR EACH OF THE BOOKS READ. IF NECESSARY READ OUT THE RESPONSE CODES. TOTAL NUMBER OF BOOKS MUST EQUAL TOTAL RECORDED AT Q7 Book Number 5 1 2 3 4 5 6 7 8 9 1 1 1 1 1 1 Twice 2 2 2 2 2 2 3 times 3 3 3 3 3 3 4 times 4 4 4 4 4 4 5 times 5 5 5 5 5 5 6 times 6 6 6 6 6 6 More than 6 times SPECIFY 8 8 8 8 8 8 DK 9 9 9 9 9 9
Bought new by me Bought second hand by me Borrowed from a library Borrowed from a friend or relative Borrowed from someone else in the house Been in house for a long time A gift from someone Other (SPECIFY) Dont know
1 1 2 3 4 5 6 7 8 9
2 1 2 3 4 5 6 7 8 9
3 1 2 3 4 5 6 7 8 9
4 1 2 3 4 5 6 7 8 9
6 1 2 3 4 5 6 7 8 9
7 1 2 3 4 5 6 7 8 9
8 1 2 3 4 5 6 7 8 9
9 1 2 3 4 5 6 7 8 9
ASK THOSE WHO HAVE READ FOR PLEASURE IN LAST 12 MONTHS (Q5a, c or d=CODES 1-7) Q9 Thinking back over the books you have read for pleasure in the last 12 months what percentage did you buy (ie not borrowed). It doesnt matter where you bought them from, were just interested to know what percentage you bought? 1 None 2 1-10% 3 11-20% 4 21-30% 5 31-40% 6 41-50% 7 51-60% 8 61-70% 9 71-80% 10 81-90% 11 91-99% 12 100% 99 Dont know IF PURCHASED A BOOK IN LAST 12 MONTHS (Q5 f, g or j=CODES 1-7) Q10 Some people go into bookshops with a clear idea in advance about what theyre going to buy. Others buy more on impulse, making up their mind in the store. Of the books you bought in the last 12 months what percentage were bought on impulse? 1 None 2 1-10% 3 11-20% 4 21-30% 5 31-40% 6 41-50% 7 51-60% 8 61-70% 9 71-80% 10 81-90% 11 91-99% 12 100% 99 Dont know
IF PURCHASED A BOOK IN LAST 12 MONTHS (Q5f or g =CODES 1-7) Q11 In the last 12 months, how often did you buy books for pleasure from the following types of outlets? Lets start with second hand bookshops. Did you buy books from second hand bookshops often, sometimes, rarely or never? READ OUT EACH ONE & RECORD RESPONSE Q12 IF PURCHASED A BOOK FOR THEIR CHILD/CHILDREN IN LAST 12 MONTHS (Q5j = CODES 1-7) ASK WHETHER PURCHASING FOR CHILD HAS OCCURRED FROM EACH OUTLET TYPE. And what about for your child/children. Did you buy any books for them from second hand books shops? RECORD FOR EACH OUTLET TYPE
Q11 Purchase by Respondent a) Second hand bookshops b) Variety stores such as KMart, Target c) Book chains such as Angus & Robertson, Dymocks & Collins d) Department stores such as David Jones & Grace Brothers e) Independent, local bookshops f) Discount book shop or outlet g) Books for sale through the workplace h) Newsagents i) Direct mail from a book club j) Through a reading group k) Fair, garage sale or market l) Internet Q12 Purchase for Child a) Second hand bookshops b) Variety stores such as KMart, Target c) Book chains such as Angus & Robertson, Dymocks & Collins d) Department stores such as David Jones & Grace Brothers e) Independent, local bookshops f) Discount book shop or outlet g) Books for sale through the workplace h) Newsagents i) Direct mail from a book club j) Through a reading group k) Fair, garage sale or market l) Internet m) A specialist childrens book shop n)Through a school book club
Often 1 1 1 1 1 1 1 1 1 1 1 1 Often 1 1 1 1 1 1 1 1 1 NA 1 1 1 1
Sometimes 2 2 2 2 2 2 2 2 2 2 2 2 Sometimes 2 2 2 2 2 2 2 2 2 NA 2 2 2 2
Rarely 3 3 3 3 3 3 3 3 3 3 3 3 Rarely 3 3 3 3 3 3 3 3 3 NA 3 3 3 3
Never 4 4 4 4 4 4 4 4 4 4 4 4 Never 4 4 4 4 4 4 4 4 4 NA 4 4 4 4
DK 9 9 9 9 9 9 9 9 9 9 9 9 DK 9 9 9 9 9 9 9 9 9 NA 9 9 9 9
ASK THOSE WHO HAVE READ FOR PLEASURE IN LAST 12 MONTHS (Q5a, c or d=CODES 1-7) Q13 How likely is it in future that you would buy books for pleasure via the internet? 1 Very likely 2 Likely 3 Unlikely 4 Very unlikely 5 Dont have internet 9 Dont know Reading Preferences ASK THOSE WHO HAVE READ FOR PLEASURE IN LAST 12 MONTHS (Q5a, c or d=CODES 1-7) Q14a When you read for pleasure, do you read fiction or nonfiction books? 1 Fiction 2 Non-fiction 3 Both IF FICTION (Q14a=CODE 1 OR 3) Q14b What sort of fiction do you usually read? MULTIPLE RESPONSE 1 Fiction General 2 Historical 3 Mystery/Crime/Thriller 4 Romance 5 Science Fiction/Fantasy 6 Short stories 7 War 8 Western 98 Other (SPECIFY)_____________ 99 Dont know IF NON-FICTION (Q14a=CODE 2 OR 3) Q14c What sort of non-fiction do you usually read or refer to? MULTIPLE RESPONSE 1 Biographies/autobiographies 2 Cooking 3 Gardening 4 History 5 Hobbies/crafts 6 Sport 7 Travel 8 Science 9 Self help 10 Technology 11 Medicine 98 Other (SPECIFY)_____________ 99 Dont know Reading Situations ASK THOSE WHO HAVE READ FOR PLEASURE IN LAST 12 MONTHS (Q5a, c or d=CODES 1-7) Q15 In the following situations how often do you read books for pleasure? Lets start with at home in bed. Do you read in that situation very often, often, sometimes, rarely or never? READ OUT Very often 1 1 1 1 1 1 Often 2 2 2 2 2 2 Sometimes 3 3 3 3 3 3 Rarely 4 4 4 4 4 4 Never 5 5 5 5 5 5 DK 9 9 9 9 9 9
At home in bed At home, but not in bed Travelling to or from work During the week On the weekends On holidays Trends in Reading Involvement
ASK THOSE WHO HAVE READ FOR PLEASURE IN LAST 12 MONTHS (Q5a, c or d=CODES 1-7)
Q16a Compared with a year ago has the amount of time you spend reading for pleasure increased, decreased or stayed the same? 1 Increased GO TO FILTER ON Q17 2 Decreased 3 Stayed the same GO TO FILTER ON Q17 9 Dont know GO TO FILTER ON Q17 IF DECREASED (Q16a=CODE 2) Q16b Why are you reading less? PROBE: Any other reasons why youre reading less? MULTIPLE RESPONSE 1 Too Busy/no time for reading 2 Too busy with work/work taking more time 3 Have children so less time to read 4 Studying now/studying more 5 Not interested in reading/dont like reading 6 My interests have changed 7 Renovating house/bought a house 8 Spend more time on computer/internet 9 Eyesight not so good 98 Other (SPECIFY)_____ 99 Dont know ASK THOSE WHO HAVE BOUGHT A BOOK IN LAST 12 MONTHS (Q5f, or g =CODES 1-7) Q17a Compared with a year ago has the number of books you buy increased, decreased or stayed the same? 1 Increased GO TO FILTER ON Q18 2 Decreased 3 Stayed the same GO TO FILTER ON Q18 9 Dont know GO TO FILTER ON Q18 IF DECREASED (Q27a=CODE 2) Q17b Why are you buying fewer books? PROBE Any other reason youre buying less books? MULTIPLE RESPONSE 1Price/price has gone up 2 Books are too expensive 3 My income has reduced/have less money 4 Too busy/no time for reading 5 Too busy with work/work taking more time 6 Have children, so less time to read 7 Studying now/studying more 8 Not interested in reading/dont like reading 9 My interests have changed 10 Less/no bookstores in the area where I live now 98 Other (SPECIFY) ____ 99 Dont know ASK THOSE WHO HAVE BORROWED FROM A LIBRARY IN LAST 12 MONTHS (Q5c=CODE 1-7) Q18a Compared with a year ago has the number of books you borrow from the library increased, decreased or stayed the same? 1 Increased GO TO FILTER ON Q19 2 Decreased 3 Stayed the same GO TO FILTER ON Q19 9 Dont know GO TO FILTER ON Q19 IF LIBRARY BORROWING HAS DECREASED (Q18a=CODE 2) Q18b Why are you borrowing less? PROBE Any other reason youre borrowing less? MULTIPLE RESPONSE 1 Lost interest in the library 2 Dont have time to go to the library 3 Had hassles with returning books and fines 4 No library where I live/access is poor now 5 Prefer to buy new books 6 Too busy/no time for reading 7 Too busy with work/work taking more time 8 Have children, so less time to read 9 Studying now/studying more 10 Not interested in reading/dont like reading 11 My interests have changed 12 Renovating house/busy with house 13 Spend more time on computer/internet 14 Eyesight not so good 98 Other (SPECIFY) ____ 99 Dont know ASK ALL Q19Would you like to spend more time reading books for pleasure than you do at present? 1 Yes 2 No 9 Dont know Attitudes to Reading ASK THOSE WHO HAVE READ FOR PLEASURE IN LAST 12 MONTHS (Q5a, c or d=CODES 1-7) Q20 What would you say are the main reasons you read books for pleasure? PROBE Any other reasons? MULTIPLE RESPONSE. IF RESPONSE IS I like it, PROBE FOR FURTHER DETAILS 1 To learn/improve my knowledge 2 To find things out/for information 3 For pleasure/enjoyment 4 For relaxation/ reduce stress 5 To relax before bed 6 A way to escape 7 Use my imagination 8 I like it (ONLY USE THIS CODE AS A LAST RESORT) 9 For interest/its interesting 10 To fill in time/pass the time/something to do 11 To prevent boredom 12 To improve my reading/improve reading speed/learn new words 98 Other (SPECIFY) ______ 99 Dont know ASK ALL Q21 People have different views about reading books. To what extent do you agree or disagree with the following statements about reading books for pleasure. Tell me whether you strongly agree, agree, neither agree or disagree, disagree or strongly disagree. Lets start with . READ OUT. ROTATE.
Strongly agree Id rather read a paper or a magazine than read a book 1 Reading is good because you learn many different things 1 Reading takes too much concentration 1 I only read books when theres nothing else to do 1 It is just as important for children to read for pleasure as it is to read for their schoolwork Id rather watch TV than read a book I dont have time for reading Reading books is essential to me Id rather be with people than on my own with a book Reading is a special activity it provides something that TV and computers dont Sometimes when Im reading I feel I should be doing something more useful Its more important for children to read than adults 1 1 1 1 1 1 1 1
Agree
Neither agree nor disagree 3 3 3 3 3 3 3 3 3 3 3 3
Disagree
Strongly disagree 5 5 5 5 5 5 5 5 5 5 5 5
DK NA 9 9 9 9 9 9 9 9 9 9 9 9
2 2 2 2 2 2 2 2 2 2 2 2
4 4 4 4 4 4 4 4 4 4 4 4
Book Selection IF READ FOR PLEASURE IN LAST YEAR (Q5a, c or d=CODES 1-7) Q22a There are many books available which can make it hard to choose. Where do you pick up information to work out which books might be right for you? MULTIPLE RESPONSE 1 From the book itself /the cover/quotes on the cover 2 Word of mouth/talk to friends/family 3 Author talks/luncheons/author promotions 4 Best seller lists 5 Read reviews in papers and magazines 6 Advertising in papers and magazines 7 Radio 8 Television 9 Internet 10 Oprah Winfrey/Oprah Winfrey show 11 Direct mail/flyers 12 Recommendations from bookshop staff/booksellers 13 Recommendations from the library/librarian 14 See whats recommended/promoted in bookshops 15 Look around in the bookshop 98 Other (SPECIFY) _____________ 99 Dont know IF MULTIPLE MENTIONS AT Q22a Q22b Which of those is your main source of information? SINGLE RESPONSE 1 From the book itself /the cover/quotes on the cover 2 Word of mouth/talk to friends/family 3 Author talks/luncheons/author promotions 4 Best seller lists 5 Read reviews in papers and magazines 6 Advertising in papers and magazines 7 Radio 8 Television 9 Internet 10 Oprah Winfrey/Oprah Winfrey show 11 Direct mail/flyers 12 Recommendations from bookshop staff/booksellers 13 Recommendations from the library/librarian 14 See whats recommended/promoted in bookshops 15 Look around in the bookshop 98 Other (SPECIFY) _____________ 99 Dont know IF READ FOR PLEASURE IN LAST 12 MONTHS (Q5a, c or d=CODES 1-7) Q23 Of the books you chose to read in the last year what proportion turned out to be a satisfying and rewarding experience for you? Was it READ OUT 1 All of them 2 Nearly all 3 Most 4 Half 5 Less than half 9 Dont know ASK ALL Q24 To what extent do you agree or disagree with the following statements about selecting and buying books. Tell me whether you strongly agree, agree, neither agree or disagree, disagree or strongly disagree. Lets start with . READ OUT. ROTATE. Strongly agree Agree Neither agree nor Disagree Strongly DK disagree disagree NA Buying new books is usually a luxury I cant afford When I go into a bookshop I dont have any trouble finding a book to suit me 1 2 3 4 5 9 I dont think the sales staff in bookshops provide helpful advice 1 2 3 4 5 9 Compared with other leisure activities I think books are expensive 1 2 3 4 5 9 Its hard to find a good book 1 2 3 4 5 9 I enjoy browsing in bookshops 1 2 3 4 5 9 Whenever possible I buy books that are on sale or at a discount 1 2 3 4 5 9 Books are too expensive 1 2 3 4 5 9
There are so many books to choose from, I find it hard to make a decision
Book Purchasing IF PURCHASED IN LAST YEAR (Q5f or g=CODES 1-7) Q25 How much influence do each of the following factors have when you are deciding what book to buy either for yourself or as a gift for another adult? On a scale from 1 to 10 where 10 means it has a very strong influence, and 1 means it has no influence at all, how much is your book purchase decision influenced by each of the following factors. READ OUT. ROTATE
a) The topic or subject b) Recommendation from a friend or family c) Recommendation from a bookseller d) Best seller lists e) Book reviews f) Good reputation of the author g) Youve read and enjoyed a previous work by the author h) The jacket cover i) The opinions of experts quoted on the cover j) The literary merit of the book k) Recommendation by Oprah Winfrey l) The price m) Promotional activity in the bookshop n) The length of the book o) The size of the printing IF PURCHASED IN LAST 12 MONTHS (Q5f or g=CODES 1-7) Q26a When you are choosing books do you generally prefer to buy books ..READ OUT 1 By Australian authors 2 By non-Australian authors 3 Or is this not an issue that you take into consideration 9 Dont know DONT READ OUT
Rating 1-10 ________ ________ ________ ________ ________ ________ ________ ________ ________ ________ ________ ________ _______ ________ ________
DK 99 99 99 99 99 99 99 99 99 99 99 99 99 99 99
IF PURCHASED FOR CHILDREN IN LAST 12 MONTHS (Q5j=CODES 1-7) Q26b When you are choosing books for your child/children do you generally prefer to buy books ..READ OUT 1 By Australian authors 2 By non-Australian authors 3 Or is this not an issue that you take into consideration 9 Dont know DONT READ OUT ASK ALL Q27 What do you think about books in terms of value for money. In general do you consider they are READ OUT 1 Very good value 2 Good value 3 Average value 4 Poor value 5 Very poor value 9 Dont know DONT READ OUT IF READ FOR PLEASURE IN LAST YEAR (Q5a, c or d=CODES 1-7) Q28 What would encourage you to buy more books? What would make book buying easier for you?
Libraries & Borrowing ASK ALL Q29 Are you a member of a public library? 1 Yes 2 No GO TO NEXT SECTION CHILDREN & BOOKS Q30 How often do you borrow books from the library for your leisure reading? 1 Every week 2 Every few weeks 3 About once a month 4 Every 2 3 months 5 Every 4 6 months 6 Less often than every 6 months 7 Havent borrowed 9 Dont know IF BORROWS MONTHLY OF MORE OFTEN (Q30=CODES 1-3) Q31 In the last month how many books did you borrow? ____
Q32When you are looking for a book to read in the library, do you usually find it very easy, easy, hard or very hard to locate what you want? 1 Very easy 2 Easy 3 Hard 4 Very hard 9 Dont know Q33 How satisfactory is the range of books available for lending in your library? Do you find it .. READ OUT 1 Very good 2 Good 3 Average 4 Poor 5 Or very poor 9 Dont know DONT READ OUT Children & Books THIS SECTION IS ONLY FOR THOSE WITH CHILDREN The next few questions are about books for your child/children, and were still talking about reading for pleasure, and not the reading thats required by their school. IF CHILDREN UNDER 13 IN HOUSEHOLD (S2a or b IS NOT CODE 99) Q34a In the last 7 days did you or partner spend any time reading to your (child) (children) for pleasure ie not related to schoolwork? 1 Yes 2 No GO TO FILTER ON Q35 9 Dont know GO TO FILTER ON Q35 IF YES (Q34a=CODE1) Q34b In the last 7 days, on how many of those days did you or your partner spend time reading to the child/children for pleasure? RECORD NUMBER OF DAYS Number of days _______ 99 Dont know
IF BOUGHT A BOOK FOR CHILD/CHILDREN IN LAST 12 MONTHS (Q5j=CODE1-7) Q35 How much influence does each of the following factors have when you are deciding what book to buy for your child/children? On a scale from 1 to 10 where 10 means it has a very strong influence, and 1 means it has no influence at all, how much is your book selection/purchasing influenced by each of the following factors. READ OUT. ROTATE Rating 1-10 99 99 99 99 99 99 99 99 99 99 99 99 99 99 DK
a)The topic or subject b) Recommendation from a friend or family c) Recommendation from a bookseller d) Recommendation from the school/teacher e) Book reviews f) Book Week publicity g) Good reputation of the author h) Child has enjoyed a previous work by the author i) The jacket cover j) The opinions of experts quoted on the cover k) The price l) Promotional activity in the bookshop m) The length of the book n) The size of the printing
________ ________ ________ ________ ________ ________ ________ ________ ________ ________ ________ _______ ________ ________
IF CHILD UNDER 13 IN HOME, AND IF BOUGHT A BOOK FOR CHILD/CHILDREN IN LAST 12 MONTHS (S2 a or b ARE NOT 99, AND Q5j=CODE1-7) Q36a When you decide to buy a book for your (child) (children) under 13, how easy or otherwise is it to find one that is suitable? 1 Very easy 2 Easy 3 Hard 4 Very hard 9 Dont know IF CHILD 13 18 IN HOUSEHOLD, AND PURCHASED A BOOK IN LAST 12 MONTHS (S2c IS NOT CODE 99, AND Q5j=CODE1-7) Q36b When you decide to buy a book for your teenager, how easy or otherwise is it to find one that is suitable? 1 Very easy 2 Easy 3 Hard 4 Very hard 9 Dont know IF CHILD/CHILDREN UNDER 13 IN HOUSEHOLD (S2a or b IS NOT CODE 99) Q37 When did you last go to the local library with your child/children and borrow books that werent to do with schoolwork? 1 In last week 2 In last month 3 2-3 months 4 4-6 months 5 7 -11 months 6 A year ago 7 More than a year ago 8 Never 9 Dont know IF CHILD/CHILDREN UNDER 13 IN HOUSEHOLD (S2a or b IS NOT CODE 99) Q38 (Does your child)(Do your children) borrow books for pleasure from the school library? 1 Yes 2 No 9 Dont know Demographics ASK ALL Finally there are some general questions about you and your household to make sure we have a reasonable coverage of the population. D1 Gender RECORD AUTOMATICALLY 1 Male 2 Female D2 Could tell me your age please? IF UNWILLING TO GIVE AGE, READ OUT THE AGE RANGES 1 18 24 2 25 29 3 30 34 4 35 39 5 40 44 6 45 49 7 50 54 8 55 59 9 60 64 10 65 69 11 70+ 97 REFUSED D3 In which of the following places do you live READ OUT 1 A capital city 2 A city other than the capital (population 100,000 plus) 3 A large rural town (population 20,000 99,000) 4 A rural town with less than 20,000 population 5 A rural area D4 In which country were you born? 1 Australia 2 Canada 3 China 4 Eastern Europe 5 Greece 6 Hong Kong 7 India 8 Italy 9 Lebanon 10 Malaysia 11 New Zealand
12 Philippines 13 South Africa 14 Spanish 15 United Kingdom 16 USA 17 Vietnam 98 OTHER (SPECIFY)________
10
D5 IF BORN IN AUSTRALIA Are you of Aboriginal or Torres Strait Islander descent? 1 Yes 2 No 7 Refused D6 Is English the main language spoken in your household? 1 Yes 2 No D7 What is your current marital status? 1 Married or living with a partner 2 Separated or divorced 3 Widowed 4 Single 7 Refused D8 Which of the following best describes your household? READ OUT 1 Single person 2 One parent family with children 3 Couple with children 4 Couple with no children 5 Group household 8 Other DONT READ OUT 9 Dont know DONT READ OUT D9 Approximately how many books would there be in your home? (of any kind) 1 1-19 2 20 49 3 50 - 99 4 100 199 5 Over 200 9 Dont know D10 Which of the following best describes your current work status? READ OUT 1 Working full-time 2 Working part-time 3 Home duties 4 Student 5 Retired (self-supporting, in receipt of superannuation) 6 Pensioner 7 Unemployed or looking for work 8 Other DONT READ OUT 9 Dont know DONT READ OUT D11 What is the highest level of education you have completed? 1 Primary School 2 Some secondary school 3 Year 12/ HSC/VCE (or equivalent) 4 Vocational or trade qualification 5 Associate or undergraduate diploma 6 Bachelor degree from university 7 Higher degree than Bachelor degree 97 Refused 98 Other 99 Dont know D12 Could you tell me the occupation of the main income earner in the household? 1 Upper white (Professional/Managerial/Paraprofessional) 2 Lower white (clerical/sales/ personal service workers) 3 Upper blue (trades) 4 Lower blue (drivers/machine operators/cleaners/labourers) 7 Refused 9 Dont know D13 And in which of the following groups is the total gross income (pre-tax) of your household ? READ OUT 1 Less than $10,000 2 $10,000 $19,999 3 $20,000 $29,999 4 $30,000 $39,999 5 $40,000 $49,999 6 $50,000 $59,999 7 $60,000 $69,999 8 $70,000 - $89,999 9 $90,000 - $119,000 10 $120,000 or more. 97 Refused 99 Dont know
Thats the end of the survey. Thank you very much for your assistance. To be eligible for the prize draw I need your name and number. Name ___________________________ Number ( ) _________________
There is a possibility that we might want to contact participants again in the future to follow up in more detail some aspects of reading. Could we contact you? 1 Yes 2 No Thank you very much for your time and assistance. Your co-operation is greatly appreciated.
11

National - Survey - Reading Httplove2read2012.Wikispaces - Comfileviewnational - Survey - Reading

Uploaded by

Document Information

Original Title

Copyright

Available Formats

Share this document

Share or Embed Document

Sharing Options

Did you find this document useful?

Is this content inappropriate?

Copyright:

Available Formats

National - Survey - Reading Httplove2read2012.Wikispaces - Comfileviewnational - Survey - Reading

Uploaded by

Copyright:

Available Formats

A National Survey of Reading, Buying and Borrowing Books

A National Survey of Reading, Buying and Borrowing Books for Pleasure

Conducted for Books Alive

This report covers Stage 4 of the Books Alive research program.

How have book reading/buying/borrowing habits changed over the past

Executive Summary, Continued

Reading Behaviours (continued)

Patterns of Purchase and Acquisition

Executive Summary, Continued

Patterns of Purchase and Acquisition (continued)

Executive Summary, Continued

Patterns of Purchase and Acquisition (continued)

Executive Summary, Continued

Influences on Book Selection

Executive Summary, Continued

Executive Summary, Continued

Attitudes to Reading (continued)

Continued on next page

Executive Summary, Continued

Attitudes to Reading (continued)

Supporters - 32% of the market

Money Conscious Avids 27% of the market

Temptation Readers 25% of the market

Reluctant readers 17% of the market

Continued on next page

Executive Summary, Continued

Executive Summary, Continued

Children & Books

Detailed Findings READING and OTHER LEISURE ACTIVITIES

77% 25% 11% 8% 63% 66% 40% 60% 80%

20% 11% 7% 4% 46%

Most or several days a week Every few months/Less often

Continued on next page

READING and OTHER LEISURE ACTIVITIES, Continued

Reading and Other Leisure Activities (Continued)

Continued on next page

READING and OTHER LEISURE ACTIVITIES, Continued

Participation by Type of Reading

Read in last week Type of Reading by Reading Frequency

60% 50% 40% 30% 20% 10% 0%

Read a book for pleasure/interest Read a newspaper

Read a book for work/study purposes Read a magazine

Continued on next page

READING BEHAVIOURS, Continued

Continued on next page

READING BEHAVIOURS, Continued

Who are the Keen Readers for Pleasure?

Who Doesnt Read for Pleasure?

READING BEHAVIOURS, Continued

Time Spent Reading in Last Week

Less than 4 hrs

More than 8 hrs

Continued on next page

READING BEHAVIOURS, Continued

Time Spent Reading in Last Week (continued)

Supporters Money Conscious Avids Temptation Readers Reluctant Readers

8.2 hrs 10.2 hrs 5.5 hrs 5.8 hrs

Continued on next page

READING BEHAVIOURS, Continued

Frequency of Book-Related Activities

READING BEHAVIOURS, Continued

W hen did you last...

Receiv e a book as a gif t