Tyson Adams

Putting the 'ill' back in thriller

Archive for the tag “Pew Institute”

Who Reads?

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Us readers know how awesome we are. And if we ever socially interacted with people everyone would realise that. We also want to know that we’re not alone. In a holistic sense. Obviously alone in the physical sense because otherwise someone would try to interrupt our reading.

Sensing our need for connection to a nationwide community of book nerds, The Australian Arts Council commissioned a report to figure out who was reading books. The report surveyed 2,944 people to see who read, how much, how they found books, and whether they preferred waiting for the movie adaptation. Let’s see what they found.

Firstly they wanted to establish how often people read and how that compared to other leisure activities. Reading was obviously less popular than dicking around on the internet and watching TV, but apparently beat out exercise. Although they excluded sport, and Aussies have a funny definition of sport. But this finding is similar to 2006 ABS figures that suggest Aussies spend 23 minutes per day reading, versus 21 minutes for sport and outdoor activities, and 138 minutes for Audio/Visual Media (Table 3.3).

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Next are the reader categories. Non-readers were actually a small group, mostly male and more likely to have less education (although I wouldn’t read too much into that last detail). Occasional readers made up half the population, and were defined as reading 1 to 10 books in the last 12 months. Frequent readers were a surprisingly large segment, were defined as reading more than 10 books in a year, and were mostly female, older, better educated, and clearly better looking with tonnes of charisma.

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Reading is to intellectuals what the bench press is to lifters. On the surface they might appear to be a good representation, but most exaggerate how much to appear better than they really are. Oh, and they generally aren’t fooling anyone… So I’m a little suspicious of the popularity of reading suggested by the above figures.

For one, only 34% of Aussies have visited a library in the last 12 months (2009-2010 ABS data) and 70% of them attended at least 5 times. Yet this new survey suggests 39% of people borrowed one or more books from a library in the last month. That’s roughly comparative figures of 24% from the ABS and 39% from this survey.

I’m suspicious. This survey might not be as representative as claimed. Or reading may have suddenly risen in popularity since 2010…. Doubtful given that both the ABS and this survey suggest otherwise. ABS suggested the the amount of time spent reading had decreased by 2 hours between 1997 and 2006, whilst this survey suggested the book reading times were roughly the same as 5 years ago (Figure 8 – not presented).

The next figure of average reading rates either suggests Aussies are reading quite a bit, or inflating their numbers like an “all you” bench press. The average Aussie is reading 7 hours a week (5 of those for pleasure) and getting through 3 books a month (36 a year: not bad). Occasional readers are reading one book a month from 5 hours a week, compared to the Frequent readers who are reading 6 books a month from 11 hours per week (72 books a year: nice).

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But I’m not sure how accurate these claims are. I cited ABS figures above that suggested Aussies spend 23 minutes per day reading, or 2hrs 41mins (161 minutes) per week. So either one of these two samples is unrepresentative, or some people just love to inflate how much they read. I’m leaning toward the latter.* But you can trust me on my bench press numbers. Totally accurate and “all me”.

The final figure I found interesting was of favourite reading genre. When you included non-fiction and fiction genres there were two clear winners: Crime/Mystery/Thrillers; and Science Fiction/Fantasy.

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These are our favourites yet our bookstores would suggest that Sci-fi and Fantasy are niche and only deserving of a shelf at the back of the store. Cookbooks, memoirs, literature, and the latest contemporary thing that isn’t quite literature but isn’t exciting enough to be genre, are typically dominating shelves in stores. This would annoy me more if I wasn’t already suspicious of how representative this survey was, or how honest the respondents were being.

It could well be that people enjoy reading Thrillers and Fantasy but feel compelled to read other things. Maybe people are brow-beaten by the literary snobs to read only the worthy stuff and not the guilty pleasures. Maybe the snobs in Fort Literature have successfully turned favour against the invading Lesser Works. This might not be the case though, as 51% in this survey say they are interested in literary fiction but only 15% actually read it.

It could be that people are borrowing books from libraries or friends. Borrowing books is popular with 41% borrowing one or more books per month, mostly from friends (43%) and libraries (39%). But 39.5% bought at least one book in the last month (92% of 43% buying for themselves). So the tiny niche sections in bookstores for the most enjoyed genres still doesn’t make much sense.

I’m not sure what to make of all this. I mean, aside from Yay, Reading!

For comparison the USA Pew Research’s 2016 annual survey of readers data is presented below. This suggests that Aussies read more than Americans. Assuming people are being honest.

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“Key” insights from the Aussie research:

•  We value and enjoy reading and would like to do it more – 95% of Australians enjoy reading books for pleasure or interest; 68% would like to read more, with relaxation and stress release the most common reason for reading; and almost three-quarters believe books make a contribution to their life that goes beyond their cost. Over 80% of Australians with children encourage them to read.

• Most of us still turn pages but many are swiping too –  While print books still dominate our reading, over half of all readers in-clude e-books in the mix, and 12% audio books. Most Australians (71%) continue to buy books from bricks-and-mortar shops, while half (52%) are purchasing online. Word of mouth recommendations and browsing in a bricks and mortar bookshop are our preferred ways to find out what to read next. At the same time, nearly a third of us interact with books and reading through social media and online platforms.

•  We are reading more than book sales data alone suggests – each month almost as many people borrow books (41%) as those who buy them (43%) and second-hand outlets are the third most popular source for buying books (39%), after major book chains (47%) and overseas websites (40%). Those who borrow books acquire them almost as frequently from public libraries as they do by sharing among friends.

•  We value Australian stories and our book industry – 71% believe it is important for Australia children to read books set in Australia and written by Australian authors; and 60% believe it is important that books written by Australian authors be published in Australia. While there is a common perception among Australians that books are too expensive, more than half believe Australian literary fiction is important. Almost two-thirds of Australians believe books by Indigenous Australian writers are important for Australian culture.

•  We like mysteries and thrillers best – the crime/mystery/thriller genre is the most widely read and takes top spot as our favourite reading category. We also love an autobiography, biography or memoir. (Source)

* I’m biased toward the ABS survey results over the Australian Arts Council for a few reasons. The first is that the ABS data is part of a larger Time Use Survey (How Australians Use Their Time, 2006, cat. no. 4153.0), so this removes a few biases in how people would answer questions (i.e. ask people specifically about how awesome books are, you’re going to talk up your reading more). It is also the larger survey covering 3,900 households. The methodology was also more likely to produce better data, since respondents were filling in a daily dairy and being interviewed. The Arts Council methodology wasn’t bad, but the survey was developed by interest groups, so the questions were presuming some things.

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Sony exits ebook biz

I don’t know if you’ve heard, but there are these things called electronic books now, e-books for short. Now these are brand new (invented 1971, possibly as early as 1949) and understandably the devices to read them are even newer (first e-reader released 1998). So it may come as a shock to many of you that quite a few people read e-books on e-readers now instead of paper books. It will come as even more of a shock to you that the Sony e-reader has become a thing of the past.

That’s right my fellow book lovers – lovers in the adoration sense, not in the brace yourself, oh yeah, uh-huh, uh-huh, chikka bow-wow, sense – it appears that Sony has decided it doesn’t want a dedicated e-reader, in fact it doesn’t even want an e-book store. They have announced that they are pulling out and customers are being transferred to the Kobo store.

Of course, I don’t think anyone is particularly surprised by this decision. Raise your hand if you’ve ever actually seen a Sony e-reader. Now keep it up if you’ve actually owned one. If you can see anyone with their hand still raised, I’d question how you manage to turn people’s web cams on. Sony has been playing at the bottom end of the market for e-readers and e-books for quite a while now. The chart below from Goodreads shows Sony were picking up Kobo’s scraps in the market.

So what does this mean for us readers? Well, it means the big dedicated e-readers remain, the Kindle and Nook. It also means Kobo could pick up a bit more of the e-reader and e-book market. But that isn’t particularly interesting to me, I’ll discuss why in a moment. What is interesting is the Sony e-reader is probably the victim of the modern device market.

I read an interesting tech article that was discussing mobile phones. They pointed out that the companies making money on phones weren’t actually making money on the phone sales, especially at the mid to lower price points, but instead cashing in on the app stores and downloads. The phone is a loss leader for the software business they run. Nokia and their deal with Microsoft is a classic example of this, with Nokia battling to compete for market share and profits.

Translate that to e-readers and the same thing applies. It was even worse for Sony, as the other competitors were/are selling their Kindle, Nook, Kobo, etc, as a loss leader to get people using their store or affiliates. This meant that the big stores attract the users, who buy the associated tech, which locks them to the stores (to some extent at least), leading to e-book sales profits. Terrific! As long as you don’t think too hard about the slave labour making the devices.

The reason I don’t find the market positioning of the e-reader devices of much interest is down to a few things. The first is a little statistic that has been showing up in surveys from Goodreads and The Pew Institute; namely that 29-37% of people read books on their phone (23% on a tablet). A dedicated reading device is only really in the book space now because the e-reader screen has less eye fatigue. At the moment! Watch this bubble burst as phones and tablets eat away at the readability technology, such that e-reader screens become redundant. Mobile devices also don’t have to be linked to any one e-book store, so interesting times are on the horizon.

Another view on e-readers future: http://techland.time.com/2013/01/04/dont-call-the-e-reader-doomed/

Reading stats for 2012

Hot off of the presses we have two new American reading surveys: Reading Habits in Different Communities and E-book Reading Jumps; Print Book Reading Declines

Actually, the phrase “hot off of the presses” is rather antiquated now. News stories that are breaking generally hit electronic mediums, or in some cases, such as celebrity gossip, they hit the TV and radio mediums. Interesting research or data is normally promoted virally via Twitter and the like. Should we have a new phrase like “just blogged” or “trending tweet” instead?

Back to the survey. While not all of us live in the USA, despite what some American congress-people might say, their trends in reading can be seen as indicative of what is happening elsewhere or is likely to happen elsewhere. The Pew Institute have done a pretty decent survey, it would be great if a few others were done for other countries.

What I found interesting was the growth in e-books and e-readers. There are further breakdowns in the full reports about why the change is happening, but suffice to say, e-books have many advantages over paper, despite paper books still being the most popular reading format.

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We can see a growth of 9% in people reading e-books during 2012, up from 21% to 30%. In terms of age demographics we can see that most age groups are taking up e-books, although the big growth is still in the middle age (30-49) group.

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The next point of interest was who the readers were and how much they read. We can see that there is still a sizeable chunk of the community that don’t read and another chunk that pretend to read. I’d hazard a guess that light readers read non-fiction and the latest talked about bestseller only. Because they never really read good books it takes them ages to read one book and thus don’t read often.

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Among those ages 16 and older who had read a book in the past 12 months:

  • 8% read 1 book
  • 17% 2-3 books
  • 16% 4-5 books
  • 19% 6-10 books
  • 18% 11-20 books
  • 22% more than 20 books (this is my category)

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And my final comment, women are still the readers. They make up a bigger proportion of book readers and they read more books. I have my own hypotheses as to why this is: boys are expected to like sport and reading is the opposite of sport; and reading doesn’t make you look as sexy as playing sport, so boys think you are less likely to get laid if you read. The big change I’d like to see, and this seems to be the case with e-readers and e-books, is for the average reader to read more books in a year, even if it is only so that people read the book before they make the movie of it.

E-book statistics for 2012

I seem to be finding a bunch of cool infographics recently, they are the future of communication (warning, sarcasm may be in affect here). It is always interesting to see what the status of sales, especially e-book sales. Personally, I see the e-book becoming the new paperback within a few years, and I also think that backlists will be all e-books. What will be really interesting is whether authors will be the one controlling their backlists or whether publishing houses will want to grab hold of those. Then it becomes a case of what rates are paid on backlist, because the sunk costs are a frontlist issue, so you would expect a greater author share of sales (although it could be argued that sunk costs are sunk, thus trying to recoup those costs as part of the sale price is bad economics).

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E-Readers Are Cool

That’s right, E-readers were the gift of gifts this holidays. Now the Pew Institute have crunched the numbers to look at who was buying them and how this has changed over time. Report here.

The researchers performed phone interviews with 2,986 people and asked them, “Are you cool enough to own the greatest gadget since Maxwell Smart’s shoe phone?” With an error rate of 2.2%, the results were as follows:

  • E-readers and tablets were owned by 10% of people in December 2011.
    • This was 19% in January 2012.
  • The proportion of people owning at least one of these two increased from 18% to 29%.
  • Tablet owners are likely to be under 50 years old and have graduated college.
    • They are also likely to make enough money to buy lots of apps and books.
  • E-readers are more popular with women and the 30-49 age group.
    • E-readers are still pretty popular with anyone under 65.
  • College graduates and rich folks also love E-readers.
  • You should own an E-reader.

I have my E-reader, the new Kindle. I still love my pile of dead tree books, but I also love my Kindle.

My Kindle and a DTB

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