China National Reading Survey released; 23% had read on mobile phone
The result of the 8th China National Reading Survey was released by the Chinese Academy of Press and Publication on April 21st. The result show that:
- In 2010, the Comprehensive Reading Rate (including books, newspapers, periodicals and digital publications) of Chinese citizens 18-70 years old reached 77.1%, +5.1% y-o-y.
- Book Reading Rate reached 52.3%, +2.2% y-o-y.
- Newspaper Reading Rate reached 66.8%, +8.5% y-o-y.
- Periodical Reading Rate reached 46.9%, +1.3% y-o-y.
- Digital Reading Contact Rate reached 32.8%, +8.2% y-o-y.
Digital media:
- 83.6% e-book reader would not buy its paper version after reading the electronic version.
- 23.0% citizens had read on mobile phone, half of them were rural residents.
- 53.8% of e-book readers would accept paying for downloading e-books with a 3.45 RMB average price.
- 3.9% of the 18-70 years old citizens were reading on e-reader devices, +2.6% y-o-y. 18.1% of them were reading online, +1.4 y-o-y.
- 66.3% netizens said they were engaged in reading-related activities on the Internet. 63.8% of them preferred to read traditional paper books.
Traditional media:
- Number of books read per capita reached 4.25 in 2010, +0.37 y-o-y.
- Number of newspaper copies read per capita was 101.16 in 2010, +28.15 copies y-o-y.
- Number of periodical copies read per capita was 7.19 in 2010, +0.20 copies y-o-y.
- Average acceptable price for a 200-page literary paperback was 12.75 RMB in 2010, +1.58 RMB y-o-y.
- Average acceptable price for a periodical was 6.12 RMB in 2010, +0.77 RMB y-o-y.
- Average time spent reading newspapers was 23.69 minutes per day (+2.67 minutes y-o-y), for books 16.78 minutes, for periodicals 13.66 minutes (-1.74 minutes y-o-y).
Source: 8th China National Reading Survey released (in Chinese)
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