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“2018 Ningbo Residents Reading Survey” was released
2019-04-29Text Size: A A A

Ningbo released the “2018 Ningbo residents reading survey” on the day before World Book and Copyright Day on April 23. According to the survey, the comprehensive reading rate of adult residents in the city through various media reached 90.3%, and its digital reading level leads the whole country.

The survey conducted in the city was carried out by the China Press and Publication Research Institute. It aims to comprehensively understand the reading status, reading needs, reading behavior and reading trends of residents in Ningbo, and provide references for promoting nationwide reading, so as to improve the promotion of nationwide reading in a targeted and effective way.

The following seven aspects of Ningbo National Reading Big Data were derived from the survey:

(1) A comprehensive reading rate of 90.3% in the 2018 survey of adult residents in Ningbo, in which the book reading rate accounted for 52.5% and the digital reading reached 86.0%.

In 2018, the book reading rate of adult residents in Ningbo accounted for 52.5%, as well as 40.0% newspaper reading rate and 23.6% journal reading rate. Due to the rapid development of digital media, digital reading (online reading, mobile reading, e-reader reading, CD reading, Pad reading, etc.) accounted for 86%.

The comprehensive reading rate (90.3%) of various media including  newspapers and digital publications in Ningbo was higher than the national average of 2018 (80.8%). Ningbo won the title of China’s Top Ten Digital Reading City in 2018.

(2) The adult residents of Ningbo read 4.19 paper books and 3.21 e-books per capita.

In 2018, adult residents in Ningbo read 4.19 paper books per person; The per capita read 52.94 newspapers, 2.91 journals, and 3.21 e-books.

(3) In reading through traditional media and emerging media, the longest time spent by adult residents in Ningbo was paper books and mobile phones respectively.

For traditional paper media, the per capita daily reading time of Ningbo residents in 2018 was the highest in 22.15 minutes; the average person spent 9.59 minutes per day to read the newspaper and 3.41 minutes to read the journal.

As far as emerging media is concerned, the average daily life of adult residents in Ningbo reached 96.64 minutes in 2018. The average mobile phone time per person accounted for 131.25 minutes per day, and the adults spent 37.55 minutes on WeChat reading, 8.22 minutes on e-reader and 12.54 minutes on Pad (tablet computer).

(4) In 2018, the per capita purchase of adult residents was 4.40 times, and 73.1% of digital readers were willing to pay for reading.

The survey showed that the proportion of adult residents who read “at their own expense” was 83.7%, 36.3 percent of residents chose to “borrow from the library”. 12.4 percent of residents chose to “borrow books from others”, “Reading in a bookstore or book bar” and “unit purchase” accounted for 11.3% and 10.1% respectively.

The adult residents prefer to buy books at Xinhua Bookstore, with a selection rate of 69.3%; followed by “online book purchase” with a selection ratio of 53.3%; the proportion of residents who chose to purchase books through “private bookstores” was 12.9%; Fewer residents buy books through other ways. In 2018, the average purchase frequency of adult residents in Ningbo was 4.40 times, among which more than half (53.7%) said they have bought at least one book.

73.1% of digital reading residents indicated that they can accept paying for reading.

(5) Compared with the previous year, more adult residents in Ningbo think they have increased their reading of digital content, and more than 40% of adult residents in Ningbo prefer mobile phone reading.

According to the survey, more than 60% of adult residents in Ningbo (61.6%) think that their reading quantity has not changed compared with that in 2017; 10.8% think they have increased the reading of digital content; 8.2% think they have increased the reading of paper content; 7.0% think they have reduced the reading of paper content; 5.1% think they have reduced the reading of digital content.

According to the survey data, 42.0% of adult residents in Ningbo prefer "mobile reading", 35.6% prefer "reading with a paper book", 16.6% prefer "online reading", 4.8% preferred "reading on an electronic reader", and only 1.0% prefer "reading by downloading and printing from the Internet".

(6) In 2018, the reading rate of the juveniles aged 0-17 in Ningbo was 89.1%, and the per capita reading rate was 9.73.

From the reading rate of juveniles, in 2018, the reading rate of children aged 0-8 was 83.6%, that of children aged 9-13 was 98.3%, and that of teenagers aged 14-17 was 90.0%. According to the survey of three age groups, the reading rate of the juveniles aged 0-17 in Ningbo is 89.1%.

According to the analysis of the reading quantity of juveniles, in 2018, the reading quantity per capita of teenagers aged 14-17 in Ningbo was 11.28, that of teenagers aged 9-13 was 13.52, and that of children aged 0-8 was 6.77. Comprehensively, in 2018, the per capita reading capacity of the juveniles aged 0-17 in Ningbo was 9.73.

(7) In the families of children aged 0-8 in Ningbo in 2018, 83.6% of them had the habit of accompanying their children to read. In families with reading behavior, parents spend an average of 26.48 minutes a day reading with their children.

The analysis of parent-child reading behavior found that 83.6% of the families with children aged 0-8 in Ningbo in 2018 have the habit of reading with their children. In the families of children aged 0-8 with reading behaviors, 96.1% of the parents of children aged 0-8 choose to accompany their children to read. Parents of children aged 0-8 who had parent-child reading activities spent 26.48 minutes per day reading with their children.

In addition, in 2018, parents of children aged 0-8 in Ningbo took their children to the bookstore 3.73 times a year on average. More than 50% (56.2%) of parents of children in Ningbo will take their children to the bookstore at least once in six months, of which 49.7% will take their children to the bookstore once in one to three months.

Index Explanation

Book Reading Rate: In this survey, the narrow concept is used, that is, the percentage of the total adult literate population in Ningbo who read books in that year.

Book Reading Quantity: refers to the number of books that residents have read in the past year. According to the results of this survey, the number of books per capita in the past year is calculated by SPSS statistical analysis software.

Comprehensive Reading Rate: refers to the proportion of residents who have read books, newspapers, periodicals or contacted digital reading methods in the past year, among which books, newspapers and periodicals refer to the number of people who have read more than one book, newspaper and periodical in the past year. Furthermore, the comprehensive reading rate of residents actually refers to the proportion of the population with books, newspapers or digital reading behavior. For example, the comprehensive reading rate is 90%, which means that 90% of the population has reading behavior, while 10% of the population does not read anything. The comprehensive reading rate reflects the proportion of the total reading population.


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