Survey Results Summary July 8, 2012. 主辦機構 Organizer 研究單位 Research conducted by 2 Survey Objectives This survey aims to: 1.Identify Hong Kong general public’s

Survey Results SummaryJuly 8, 2012

主辦機構Organizer

研究單位Research conducted by

2

Survey Objectives

This survey aims to:

1. Identify Hong Kong general public’s reading habits

2. Examine Hong Kong general public’s perceptions and views about reading

3. Analyze the general reading habits in Hong Kong

4. By constructing the SHKP Reading Index in a quantitative approach and conducting regular surveys, to study and track the changes of reading culture in Hong Kong



3

Survey Methodology & Execution Process

A quantitative survey on the general public’s reading habits, perceptions and views about reading was conducted in three phases:

Phase 1: Questionnaire Design- Literature review- Focus group discussion - Pilot survey

Phase 2:Data Collection- Data collection- Data consolidation- Data input

Phase 3:Data Analysis- Data analysis- Report production

Target population: Hong Kong residents, aged 15 or above Data collection method: Telephone survey by random sampling Survey period: June 1-20, 2012 No. of respondents: 800 Response rate: 16.7% Confidence level: 95% Margin of error: 3.46%

*During analysis, the data was weighted according to the demographic distribution (i.e. age and gender) provided by the Census and Statistics Department. Outliers were removed, to ensure the representativeness of findings.



4

Due to different economic situations, different countries and regions have different definitions of reading.

In this survey, the definition is:

“Any kind of reading that is independent of any school work or assessment system, with the exclusion of magazines or newspapers. Book(s) that one read from the beginning to the end, or read at least 10 pages of, are included.”

Have a reading habit is defined as:

“Have read book(s) in the last six months prior to the Survey.”

Not having a reading habit is defined as:

“Have not read any books in the last six months prior to the Survey.”

Meaning of Index

My Reading IndexHow much do you like reading? 10 stands for “very much”, 1 stands for “strongly dislike” and 5 stands for “average”

Index on HK Reading CultureWhat do you think of the reading culture in Hong Kong in general? 10 stands for “very good”, 1 stands for “very bad” and 5 stands for “average”.

Average scores of the above questions show the general public’s interest for reading and their views about the reading culture in general. The higher the scores means (1) a stronger interest in Hong Kong People for reading; (2) the more positive their views on the reading culture in Hong Kong.

SHKP Reading IndexDefinition of Reading Definition of Reading Habits



5

Respondents were asked to rate the level of interest in reading. The survey results show that the average score is 4.81 (1 stands for “not interested at all” and 10 stands for “very interested”)

The data shows that the interest Hong Kong people have for reading is “average”.

Question: How interested are you in reading? 10 stands for “very interested”, 1 stands for “not interested at all” and 5 stands for “average”

Level of Interest Percentage10 (very interested) 3.0%

9 2.3%8 8.3%7 11.4%6 8.7%

5 (average) 29.4%4 7.3%3 11.1%2 3.3%

1 (not interested at all) 14.9%No idea/ Refused to answer 0.3%

Level of Interest

My Reading Index

My Reading Index = 4.81



6

Questions: In general, what do you think of the reading culture in Hong Kong? 10 stands for “very good”, 1 stands for “very bad” and 5 stands for “average”.

Reading Culture Percentage10 (very good) 1.4%

9 0.5%8 4.0%7 4.2%6 16.1%

5 (average) 36.5%4 12.3%3 13.7%2 3.9%

1 (very bad) 4.1%No idea/ Refused to answer 3.3%

Views about Reading Culture

Index on HK Reading Culture = 4.77

Index on HK Reading Culture

Respondents were asked to rate the general reading culture in Hong Kong. The survey results show that the average score is 4.77 (1 stands for “very bad” and 10 stands for “very good”)

The data shows that respondents’ views about the reading culture of Hong Kong is “average”.



7

Proportion of the population with a reading habit: 58.2%

Proportion of the population without a reading habit: 41.8%

Question: When was the last time you read a book (i.e. reading 10 pages or more)?

The data shows that 58.2% of all the respondents have a reading habit (i.e. have read a book in the past six months) and 41.8% do not have a reading habit.

Reading Habits of Hong Kong Residents



8

Question: When was the last time you read a book (i.e. 10 pages or more)?

Age With a reading habit (%)15-24 74.125-34 71.935-44 66.445-54 57.055-64 49.264 or above 28.9

Education With a reading habit (%)Primary school or below 9.4

Secondary school 59.1Non-degree tertiary 78.6University or above 90.0

Analysis based by Education Level

Occupation With a reading habit (%)Employers 68.2Managers/ Executives and Professionals 86.1

Clerical and service workers 71.9Labourers 32.3Housewives 40.0Students 73.5Retirees 44.9Unemployed 40.7

Analysis based by Residing District

Residing District With a reading habit (%)

Wan Chai 73.3Sai Kung 72.2

Central & Western 70.6Sha Tin 68.4

Kowloon City 66.7Tai Po 65.5

Tsuen Wan 64.7Eastern 64.6

Sham Shui Po 62.9Yuen Long 62.8Kwai Tsing 62.7

Outlying Islands 61.5Northern 55.2Southern 53.6Tuen Mun 50.0

Yau Tsim Mong 49.1Kwun Tong 41.8

Wong Tai Sin 41.7

Analysis by Worked Hours

Worked Hours With a reading habit (%)34 hours or under 56.635-44 hours 87.645-54 hours 63.655-64 hours 57.464 hours or over 0.0

＊ The above analysis is for reference only as some districts have a relatively small base.

Reading Habits of Hong Kong Residents

Analysis based by Occupation

Analysis by Age

Respondents’ age, education, occupation and work hours are significantly related to their reading habits – the younger the respondents, the more they tend to have a reading habit; managers/ executives and professionals show a higher proportion of reading in the last six months (86.1%) compared to respondents of other occupations.

Respondents who work 35-44 hours every week shows a higher proportion of reading in the last six months (87.6%) and all of the respondents who work over 64 hours every week said that they have not read in the past six months (0.0%).



46.8%

24.6%

17.0%

15.7%

13.1%

12.6%

12.2%

10.7%

9.3%

8.9%

8.4%

6.7%

6.0%

6.0%

0.8%

Novel/ Prose/ Literature

Lifestyle & General Interest

Psychology/ Health/ Medicine

Geography or Travel

Religion/ Philosophy

Children's Books

Finance & Business

Language

Natural Science

Politics & Current Affairs

Computer & IT

History & Biography

Education

Art/ Design/ Music

No idea/ Refused to answer

Quantity and Types of Readings

9

The major types of books that Hong Kong residents (who have a reading habit) read are ‘Novel/ Prose/ Literature’ (46.8%) and ‘Lifestyle & General Interest’ (24.6%).

Average of all Hong Kong residents Hong Kong residents who have a reading habit

1.9 books 4.0 books

Number of books Hong Kong Residents read in last six months prior to the Survey:

Question: What are the major types of books you have read in the past six months?* Respondents can choose more than one answer

Base: Respondents with a reading habit; N=466




11.3%

10.1%

7.3%

7.1%

48.1%

45.6%

46.4%

45.1%

46.9%

43.6%

34.8%

31.8%

30.4%

29.0%

23.5%

6.1%

2.1%

3.1%

4.0%

4.1%

5.5%

9.5%

3.5%

20.8%

Can boost their confidence

Can develop their temperament

Can facilitate their career development

Can solve their problems in life

Can improve social skills

Can make me feel happier

Is an essential thing

Can improve family communications

Can make me be respectful

Can help move up to another social level

Can change one's destinyCan help socialize with the opposite sex/

enhance relationships with themStrongly agreeAgree

Hong Kong Residents’ Perception and Views About Reading

10

Question: To what extent do you agree with these views about reading? 5 stands for “strongly agree”, 1 stands for “strongly disagree”, 3 stands for “average”

57.6%

56.9%

56.5%

50.6%

50.4%

49.7%

42.1%

38.9%

34.5%

33.0%

26.6%

22.9%

Regarding the perceptions and views on reading, most respondents agreed that “reading could boost their confidence” (57.6%), followed by “reading could develop their temperament” (56.9%), “reading could facilitate their career development” (56.5%), “reading could solve their problems in life” (50.6%) and “reading could improve their social skills” (50.4%) etc.

Less respondents agreed that “reading could help socialize with the opposite sex/ enhance relationships with them” (22.9%), “reading could change one’s destiny” (26.6%) and “reading could help move up to another level of society” (33.0%), meaning respondents focus more on their personal qualities.



44.9%

38.1%

28.8%

13.2%

12.3%

10.7%

9.5%

6.7%

6.6%

6.0%

2.6%

1.3%

0.6%

0.6%

To pass time

For leisure & entertainment

For gaining knowledge

For developing personal capability and temperament

For cultivating personal character

For work/ study

For more topics to discuss, to improve social skills andinterpersonal relationships

For solving problems in life

On friend's recommendations

On family's recommendations

For career development

For enhancing social status

Other


11

Question: In your opinion, what is the main purpose of reading and why?•Respondents can choose more than one answer

The Purpose of Reading

The major reasons for reading included “passing time” (44.9%), “leisure & entertainment” (38.1%), “gaining knowledge” (28.8%), “developing personal capability and temperament” (13.2%) and “cultivating personal character” (12.3%).

It shows that respondents mainly read for leisure and entertainment, gaining knowledge and cultivating personal character – and less for career development and enhancing social status.





28.2%

25.0%

24.5%

15.3%

8.9%

6.4%

2.3%

0.7%

9.5%

Too busy at work/ study

Too busy with daily life

Not interested

Prefer other leisure activities/ entertainment

Other

No suitable books

Books are too expensive

No libraries nearby


12

Question: Why you do not have a reading habit?* Respondents can choose more than one answer

Reasons For Not Having a Reading Habit

Among the respondents who do not have a reading habit (i.e. have not read any books within six months prior to the survey, or saying that one does not having a reading habit) major reasons not to read included “too busy at work/ study” (28.2%) and “too busy with daily life” (25%).

Nearly one quarter of the respondents said that they are “not interested in reading”.

Base: Respondents without a reading habit; N=334

Base: Respondents without a reading habit; N=334



1.93

1.79

1.79

1.66

1.34

1.17

1.03

0.90

0.49

0.07

Watching TV/ Movies

Surfing the Internet

Travelling

Doing exercise/ Working out/ Sports/ Hiking

Shopping

Listening to music

Reading

Sleeping

Playing video games

Other

Time Spent on Reading and Preferences

13

When asked about their preference of leisure activities during extra leisure time, respondents ranked “reading” 7th, among all nine options.

Question: If you have extra leisure time outside of work or study, what activities do you want to do most? 1 stands for the top preference, 2 stands for the second preference and so on. You can choose up to 5 activities.

Average of all Hong Kong residents Respondents who have a reading habit

1.8 hours 3.9 hours

Time spent reading every week:

Base: All respondents; N=800Base: All respondents; N=800



Reading Habits (Printed Books vs. Electronic Books)

14

Question: How many printed and electronic books have you read in the past six months?

Age

%Free readings/ download

electronic books with computer/ mobile phone or tablet PC

15-34 33.3

35-54 18.9

55 or over 8.6

Analysis by age

Base: Respondents who have a reading habit

Among all the books read by respondents, 87.2% are printed books and 12.8% are electronic books.

However, we should not disregard the interest younger respondents have for electronic books (33% of respondents aged 15-34 said that they get free readings or download electronic books with their computers/ mobile phones or tablet PCs).

Printed books87.2%

Electronic books12.8%

Base: Total number of books readBase: Total number of books read



2.9%

45.3%

32.2%

12.4%

0.5%

6.6%

Strongly agree

Agree

Average

Disagree

Strongly disagree


0.5%

8.2%

32.7%

44.2%

3.6%

10.8%

Very sufficient

Sufficient

Average

Not sufficient

Very insufficient

No idea/Refused to answer

Views on Business Sector to Promote Reading in Hong Kong

15

Views about promoting reading in Hong Kong Agreement level on ‘business sector could help promote reading in Hong Kong’

Question: Do you think there are enough activities in Hong Kong to promote reading?

Question: To what extent do you agree that the business sector could help promote reading in Hong Kong?

Nearly half of the respondents (47.8%) said that the activities promoting reading in Hong Kong were inadequate, while only 8.7% felt the amount was sufficient (including “sufficient” and “very sufficient”).

Nearly half of all the respondents (48.2%) agreed that the business sector could help to promote the reading culture in Hong Kong.

Base: All respondents; N=800Base: All respondents; N=800 Base: All respondents; N=800Base: All respondents; N=800

48.2%8.7%



16

• As illustrated in the findings “My Reading Index” (i.e. the average score of the respondents’ interests in reading) was 4.81 and “Index on HK Reading Culture” (i.e. the average score of the respondents’ opinions about the reading culture in Hong Kong) was 4.77. Respondents with a reading habit yielded 60% of the samples while the rest were respondents without a reading habit. Overall, the reading habit of Hong Kong residents was just fair.

• On average, the general public of Hong Kong read 1.8 hours per week and 1.9 books every six months, while Hong Kong residents with a reading habit read 3.9 hours every six months.

• Inconsistencies between respondents’ opinions about the benefits of reading and their reading purposes were observed. Although the majority of respondents agreed that “reading could enhance their confidence” and “reading could enhance their temperaments”, they mainly read for entertainment and leisure only. Meanwhile, “increasing their promotion opportunities” and “improving their social status” were the least indicated reasons for reading, while more than half of the respondents agreed, “reading could help their career development”.

• Among respondents without a reading habit, most claimed “too busy at work/ study” or “too busy with daily life” as the reason. Yet, “reading” was ranked the seventh when the respondents were asked to indicate their priority among the nine leisure activities listed. It could be reflected that many respondents were not interested in reading, rather than too busy to read.

• Printed books were still the preferred reading mode of the respondents. However, the interests in reading electronic books among younger respondents should not be neglected.

• More than half of the respondents reported that the promotion for reading in Hong Kong was inadequate and nearly half of the respondents agreed that commercial sector could help promote the reading culture of Hong Kong. As the reading culture was just fair, moving forward, we hope that more people can enjoy the benefits of reading, through joint efforts in promoting a reading culture by different sectors in the community.

Conclusions and Recommendations

Documents

Survey Results Summary July 8, 2012. 主辦機構 Organizer 研究單位 Research conducted by 2 Survey Objectives This survey aims to: 1.Identify Hong Kong general public’s