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Education Worldwide

Study on the reading habits of the Chinese population

For the seventh time, the office for press and publishing commissioned the Chinese publishing institute in 2009 to conduct a nationwide study on the reading habits of adults aged 18 to 70 years. In April 2010, the findings were disclosed to the press. The study’s findings are intended to assist the publishers in developing their future programmes. The study was carried out in 57 municipalities. 19,000 participants were interviewed in the study.

More than two thirds (69 percent) believe that reading is important for their own development. This trend is particularly evident in the age group of young adults aged 19 -29 years. The general reading ratio of the population amounted to 72 percent in 2009, thus it was slightly higher than in 2008 by two percent. 50 percent of the Chinese regularly read books, 58 percent read newspapers, and 46 percent magazines, seven percent of the Chinese regularly read texts in the internet.

Younger and better educated Chinese read significantly more books than the rest of the population. The ratio of male book readers is 5 percent higher than that of women (appprox. 52 percent vs 48 percent). 57 percent of the townspeople read books as opposed to 46 percent of the rural population.

On average, the Chinese read books for 15 minutes each day, while spending 21 minutes on newspapers and 16 minutes on magazines. Compared to the previous year, slightly less time is invested in traditional media. 34 minutes a day are spent online or reading on a cellphone, a score that is risen in comparison to 2008.

Their preference for digital reading is explained by easy access and the possibility to quickly research further. 35 percent of the respondents read online or per cellphone because it is affordable or free of charge. 8 percent of the Chinese believe they are avid readers. Nearly two thirds of the respondents (58 percent) read little or relatively little.

Target Group:Adults;  
Internet:http: / / cips.chuban.cc / chinapublish / yw / 201004 / t20100419_68758.html



Study on the reading ..