2014 mobile reading research
DESCRIPTION
The subject of mobile phone book reading is one of growing importance to trade publishers. Yet, despite the common availability of research into general e-reading, there was, up to this point, a severe lack of data providing insights into consumers’ attitudes towards reading on their handsets in the US and UK.TRANSCRIPT
2014 Mobile Reading ResearchSurvey Results #mobilereading
Background
The subject of mobile phone book reading is one of growing importance to trade publishers. Yet, despite the common availability of research into general e-reading, there was, up to this point, a severe lack of data providing insights into consumers’ attitudes towards reading on their handsets in the US and UK.
Mobile phones offer publishers a unique opportunity; the chance to reach millions of consumers via devices that are used ever more frequently. There is arguably no better way of getting books into consumers’ hands. However, most publishers focus their efforts and investment on print, tablets and dedicated e-readers as the main reading channels and are either unaware or unconvinced by the possibilities.
Publishing Technology partnered with OnePoll to reveal the current consumer trends in mobile phone book reading across the US and UK.
The aim of the research was to highlight:
How much consumers are reading on their mobile devices and whether they are reading more now than before How often they read and how long are their reading sessions What handsets and platforms are the most popular among readers The most popular mobile reading genres and most common places to read Whether books are finished or whether consumers switch their reading between other devices and print What are the main barriers preventing consumers to read more on their mobile phones
This report provides the key data from this study.
Methodology
Publishing Technology partnered with OnePoll who interviewed a total of 3,000 consumers as part of the online survey
The survey was comprised of two parts: It polled 1,000 adult consumers (500 US/500 UK) who have/do read books on their
mobile phones It polled 2,000 adult consumers (1,000 US/1,000 UK) who have not/do not read
books on their mobile phones
The research was conducted in August 2014 and the findings presented at CONTEC Frankfurt, 7th October 2014.
Findings from Mobile Book Readers
Which of the following have you ever done on your mobile phone?
None of the above/Not applicable
Read part of a magazine article
Read part of a book/ebook
Internet banking
Played games
Taken pictures
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
5%
44%
43%
54%
82%
92%
6%
51%
44%
56%
76%
89%
UK
US
What brand is your phone? (UK only*)
Apple iPhone
Samsung
LG
Nokia
HTC
Sony
Blackberry
Other brand
Not Applicable
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
40%
28%
1%
7%
7%
2%
6%
2%
4%
2%
UK
*US data to be made available in the near future
How often do you/did you used to read books on your mobile phone?
Every day
More than twice a week
Once a week
Couple of times a month
Once a month
Occasionally
Once
0% 5% 10% 15% 20% 25% 30% 35%
23%
30%
13%
18%
3%
12%
1%
12%
14%
14%
16%
6%
24%
13%
UK
US
How do your habits now compare to how often you read books on your phone a year ago?
I didn't read on my mobile at all a year ago, now I do
I read on my mobile much more often now than I did a year ago
I read a bit more on my mobile now than I did a year ago
I read the same amount on my phone now as I did a year ago
I read less on my phone now than i did a year ago
0% 5% 10% 15% 20% 25% 30% 35%
22%
30%
20%
19%
9%
18%
20%
21%
22%
19%
UK
US
What books do you/did you used to generally read on your mobile? (UK only*)
Business books
Religion and spirituality
Poetry
Other books
Self-improvement books
Other non-fiction
History
Reference books
Literary fiction
Horror
Travel
Humour
Romance fiction/erotic fiction
Sci-Fi/fantasy
General fiction
Biographies/Autobiographies
Crime/Thriller
0% 5% 10% 15% 20% 25% 30%
4%
5%
6%
7%
7%
8%
10%
11%
12%
13%
13%
15%
18%
19%
20%
25%
27%
UK
*US data to be made available in the near future
What platforms or app do you/did you used to use for reading books on your mobile? (UK only*)
Nook
Kobo
Other app
None/I don't use appsor platforms to read
iBooks
Kindle
0% 10% 20% 30% 40% 50% 60%
6%
9%
10%
14%
31%
50%
UK
*US data to be made available in the near future
Do/did the books you read on your mobile phone differ from what you read on other devices?
Yes, other
Not applicable
Yes, I prefer shorter form reading on my mobile phone
No, the content I read on all my devices is the same
0% 10% 20% 30% 40% 50% 60%
6%
3%
36%
54%
14%
19%
21%
46%
UK
US
Where do/did you read on your mobile? (UK only*)
Other place
In the bathroom
At work
On holiday
At home
On public transport
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
9%
11%
21%
36%
47%
47%
UK
*US data to be made available in the near future
How long do/did you spend reading a book on your phone in one sitting?
0-15
16-30
31-45
46-60
61+
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
13%
37%
29%
13%
8%
26%
40%
25%
6%
4%
UK
US
Tim
e (
Min
ute
s)
Select the statement that best describes your reading behaviour on your mobile
None of the above
I regularly read whole books on my mobile
I read parts of books on mobile but continue reading the book on other devices such as e-readers and tablets
I read parts of books on mobile but continue reading the book in print
I rarely read more than a section of books on my mobile
I have never finished a book on my mobile
0% 10% 20% 30% 40% 50%
1%
46%
34%
9%
6%
4%
8%
17%
28%
17%
15%
15%
UK
US
Would any of the following encourage you to read more on your mobile phone?
Better proofreading/editing of ebooks
Platforms with better access and ease of use
Pay per chapter books
Shorter content forms
Free mobile phone content bundling with physical books
Improved overall reading expe-rience
None of the above
Price promotions
0% 10% 20% 30% 40% 50%
24%
31%
11%
23%
45%
43%
8%
47%
8%
9%
12%
19%
20%
21%
26%
32%
UK
US
Findings from Non-mobile Book Readers
Why don't you read ebooks on your mobile phone out of the following?
I didn't know this was possible
Ebooks are too long, I prefer shorter content forms like articles
None of the above
I don't like using my mobile phone for long periods of time
The platforms don't make mobile reading easy and accessible
The overall reading experience on mobile is unpleasant and can be tricky
I don't find it convenient
0% 10% 20% 30% 40% 50%
8%
15%
22%
37%
21%
29%
38%
7%
12%
18%
25%
26%
36%
42%
UK
US
Which of the following would encourage you to read more books on your mobile phone?
Pay per chapter books
Platforms with better access and ease of use
Free mobile phone content bundling with physical books
Shorter content forms
Price promotions
Improved overall reading experience
None of the above
0% 10% 20% 30% 40% 50% 60%
4%
22%
18%
13%
13%
22%
52%
8%
11%
12%
13%
16%
20%
48%
UK
US
Survey demographics
Gender
Male
Female
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
22%
78%
47%
53%
UK
US
Age
18-24
25-34
35-44
45-54
55+
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
25%
38%
17%
9%
10%
12%
40%
23%
12%
13%
UK
US
Ag
e (
Ye
ars
)