A ‘sequence of behavior’ for readers, as expressed in a graphic from ‘Understanding Australian Readers: Behavioral Insights Into Recreational Reading.’ Image: Australia Reads
By Porter Anderson, Editor-in-Chief | @Porter_Anderson
Burkey: Recreational Reading Is in Decline in Australia
In what’s touted as a first such detailed look into Australian reading, the Australian Publishers Association has had produced a study from BehaviorWorks Australia at Monash University. The new study is titled Understanding Australian Readers: Behavioral Insights Into Recreational Reading.
Helping to bring this project about—and now working to turn its findings into a framework of actionable responses—is Australia Reads, a “nonprofit initiative of the Australian book industry.” Australia Reads’ stated mission is “to get more people reading,” and it was—in ways we’re hoping to clarify—involved with the development of this study.
The full report runs to some 92 pages. What we’ll do here is offer you some of its key points. The survey, “developed to examine attitudes and behaviors around reading,” used “a broadly representative sample of 1,622 respondents aged 16 and older. Segmentation of the data “was performed based on aspects of reading frequency.”
Key Takeaways From ‘Understanding Australian Readers.’
- The results being promoted to members of the news media since the February 13 release of the study indicate that 49.8 percent of the sample is made up of respondents who identify as non-readers and some 54.9 percent seem to have indicated that they have read in the past year and also said that they want to read more.
- Half the respondents told researchers that they participate in reading as a recreational activity.
- More than 80 percent said they watch films and television.
- Of those who said they do read, 17 percent listed it as the hobby they dedicate the most time to.
Anna Burkey
Anna Burkey, who leads Australia Reads, is also the communications chief for the publishers’ association. She communicates to the press that recreational reading rates are in decline in Australia, with more people saying they’re finding it hard to find time to read for recreation—something, of course, that’s heard in many book markets of the world, even among publishing professionals.
“Despite the significant benefits that reading brings us personally and as a society,” Burkey says, “reading rates in Australia lag behind international standards. This new research has valuable insights into how we can support more Australians [in reading] more books more often, and make reading a daily part of their busy lives.
“It also supports the many dedicated educators, librarians, publishers, booksellers, and authors who champion reading for pleasure every day.”
A Segmented Base
In breaking down the survey sample according to levels of engagement or interest, the survey identified:
- Avid readers (22.4 percent), referred to as “daily devotees”
- “Engaged” readers (30.6 percent), described as “regular but busy”
- Ambivalent readers (14.8 percent), who are seen as “uncertain explorers”
- Aspirational readers (14.7 percent), called “eager yet struggling seekers”
- Lapsed readers (7.1 percent), which are given the hopeful characterization of “forgotten book lovers”
- Uninterested non-readers (10.4 percent), who are described as “complete disconnects”
If anything, the survey’s presentation, especially in the executive summary, seems so (admirably) focused on rallying the faithful and making suggestions about how to encourage more reading, that it’s a bit hard to sort out plain data. This may be a case in which the “audience” is “everybody,” in which case, the colorful graphics and busy layout could be aimed at readers, themselves, rather than at publishing professionals or others.
Nevertheless, it’s interesting to see the exercise underway and it’s clear that the underlying intention is indeed to put across as much messaging as possible about promoting more reading.
More from Publishing Perspectives on industry statistics is here; more on the Australian book market is here; and more on reading trends in many markets is here.
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