From the readers point of view Observatory on the impact of - PowerPoint PPT Presentation

From the readers’ point of view Observatory on the impact of technology on cultural consumption and reading habits in Italy DPUB Summit 2018 Berlin – May 16 2018 In collaboration with

2 Observatory’s goals Explore ways of reading that we don't know - because done through technologies and not on paper - our clients question us about the fruition of our contents Understand how people spend their time accessing the various cultural and entertainment contents Push companies to think about developing new products/ services Create a point of view to provide publishers and content providers, twice a year, a coherent interpretation, comparing all variables (formats, technologies, sales channeles, information sources, etc.)

3 Reading and social evolution ISTAT Social evolution New products From 18,0% From rural economy to an Pocket-sized books (1965) to industrial one; lower secondary ’60 – ‘70 (Oscar) and collectables; 26,3% school; from dialect to «Italiano Garzantine; newsstand (1973) standard» (T. De Mauro) From 33,7% Socialist movements; from an (1988) to Best seller; large industrial economy to a services ‘80-’90 39,1% retail; mass-market society; (1995) From 40,9% post-Fordism; Erasmus (1996) to ‘90-’10 generation; Collectables sold in 46,8% Dot.com bubble; newsstand with (2010) newspapers «Unaware» readers:: 13,4% (1995); 11,8% (2001); 12,8% (2006) Decrease of families's From 46,8% consumptions; uncertainty and (2010) to E-book, blog, social, precariousness; pervasive 2010-’20 40,5% transmedia narrative technologies and different use of (2016) free time; Millennials

4 Methodology Wave 2 Wave 1+2 (2017) (September 2017) 15-74 years TARGET (45.474.772 people)* CATI-CAWI METHODOLOGY 4.004* 2.000 INTERVIEWS Representing the overall population >15-74 SAMPLE +/-1,6% +/-2,2% STATISTIC ERROR * Context Demoistat January 1 2017

5 Book reading: main questions Considering the past 12 months: did you read a book (even if you did not finished it) of any genre (a novel, a crime fiction, a thriller, a fantasy, a non- MAIN QUESTION 1 fiction, a manual, a tourist guide…). Consider books , e-books , audiobooks Consider now narrative universes you can find in novels (best-seller, crime novel, fantasy, etc.), biographies, comics or graphic novels, and also stories you can find in TV series or in a movie, etc. Did you read or access one of these contents in the past 3 months by: • Books • E-books Audiobooks MAIN QUESTION 2 • Public readings and radio • Blog forum, community • • Social network • TV series (Netflix, Sky) Movies • Videogames (es: Assassin Creed, Halo, Final fantasy , ecc.) •

6 Book reading in 2017

7 Book reading in the past 12 months: 2017 Fiction (all «genres»), non fiction, pratical non fiction, professional, scolastic books Mupltiple responses, values in % Physical or digital format Books E-book Audiobooks (all devices) 62% 27% 11% Readers as a whole: 65% (29,6 ML) • Question : Lets speak about books in particoular. Considering the last 12 months, did you read (also not finishing it) a book of any genre (ex. Novel, crime story, fantasy, non-fiction, manual, touristic guide, cook guide…), both physical or digital format and audiobook? If yes, how many books?

8 Book reading in the past 12 months by gender and age: 2017 Values in % Readers as a whole (all formats): 65% Readers by age: Readers by gender: 15-17 87% 18-24 86% Men 59% 25-34 73% 35-44 73% 45-54 76% Women 71% 55-64 44% 65-74 36% • Question : Lets speak about books in particoular. Considering the last 12 months, did you read (also not finishing it) a book of any genre (ex. Novel, crime story, fantasy, non-fiction, manual, touristic guide, cook guide…), both physical or digital format and audiobook? If yes, how many books?

9 Readers by format: 2017 Values in % On the total population: On the total of readers: Readers of Readers of Readers of paper and only e- paper and digital books books or digital books (e-books or audiobook audiobooks) (e-books or 3% 26% audiobooks) 40% Readers of Not readers only e- 35% Readers of Readers of books or only paper only paper audiobook books books 4% 56% 36% • Question : Lets speak about books in particoular. Considering the last 12 months, did you read (also not finishing it) a book of any genre (ex. Novel, crime story, fantasy, non- fiction, manual, touristic guide, cook guide…), both physical or digital format and audiobook? If yes, how many books? 4.004 interviewed – 2.602 readers

10 Devices used to read e-books: 2017 Values in % First choice Overall 61% 58% 54% 50% 33% 26% 26% 15% eReader Tablet Smartphone PC Question: You’ve said that you have read at least one e-book in the last year. What device did you use? • • If you used more than one device, please specify which you use the most and then which you use less BASE 479 readers of e-books

11 Devices mainly used to read e-books, by gender: 2017 Values in %; first response 30% Men eReader 37% Women 23% Tablet 30% 32% Smartphone 19% 15% PC 14% • Question: You’ve said that you have read at least one e-book in the last year. What device did you use? If you used more than one device, please specify which you use the most and then which you use less BASE: 224 -255 second wave 2017

12 Devices mainly used to read e-books, by age: 2017 Values in %; first response 36% less 25 years Smartphone 24% 25-54 years old 16% 55-74 years old 28% Tablet 23% 52% 21% EReader 39% eReader 19% 15% PC 15% 13% • Question: You’ve said that you have read at least one e-book in the last year. What device did you use? If you used more than one device, please specify which you use the most and then which you use less Sample 31-328 readers

13 Devices used to listen audiobooks: 2017 Values in %; multiple responses First choice Overall 67% 58% 51% 45% 42% 32% 27% 16% 13% 12% 1% Smartphone PC Tablet MP3/IPOD Reader CD/Stereo Reader other • Question: « You’ve said that you have lisen at least one audiobook in the last year. Which device or devices did you use?» BASE: 155 «reader» of audiobooks

14 Italians vs reading, technologies and social: 2017

15 Availability of technologies vs media consumption + TECNOLOGIES >400 books at home < 25 - books at home TECNOLOGIES NO SOCIAL MORE THAN ONE SOCIAL MEDIA Sample: 4.004

16 Cluster: techno-curious Alta dotazione di tecnologie s u o i r u c - o n h c e T >400 libri in casa TECHNO-CURIOUS: 30% Men 13,7 Middle aged (25-54 years) Middle class ML Strong internet user but low social users < 25 libri Bassa Many tecnologies at the same time in casa dotazione di tecnologie Middle/high cultural consumption Non usano Usano social più social Medium strong book readers

17 Cluster: trendsetter Trendsetter Alta dotazione di tecnologie Tecno-Curiosi >400 libri in casa TRENDSETTER: 12% Very young and young adults (15-34 year) 5,5 High social status High availability of technologies ML Always connected to many social Medium high cultural consumption < 25 libri Bassa in casa dotazione di tecnologie Strong book readers (>12 books a year) Non usano Usano social più social

18 Cluster: mobile only 5,5 T r MOBILE ONLY: 12% e Alta n d s e t t e r dotazione di tecnologie M L Very young e young adults (15-34 year) Tecno-Curiosi Different mixed social status Medium low availability of technologies Often connected to social via mobile Medium high cultural consumption Strong mobile users and mobile gamers >400 libri in casa Weak book readers (1-3 books a year) Mobile Only < 25 libri Bassa in casa dotazione di tecnologie Non usano Usano social più social

19 Cluster: tecno-basic TECNO-BASIC: 28% T r e Alta n d s e t t e r dotazione di tecnologie Tecno-Curiosi Mainly 45-64 years Different mixed social status Very low availability of technologies Limited use of basic social (FB) Weak book readers (1-3 books a year) >400 libri in casa Tecno-Basic 12,8 ML y l n O e l i b o M < 25 libri Bassa in casa dotazione di tecnologie Non usano Usano social più social

20 Cluster: disconnected T r e Alta n d s e t t e r dotazione di tecnologie Tecno-Curiosi 8 DISCONNECTED: 18% l M >400 libri in casa c i s a More than 55 year B - o n c e T Housewife and retired persons y l n O Low social status e l i b o M No internet connection Very low availability of technologies (mainly TV and old phones) Sconnessi < 25 libri Bassa in casa dotazione di Non readers tecnologie Non usano Usano social più social

21 Clusters: number of books read per year Non readers Weak readers 1-3 libri Average readers 4-6 libri Strong readers 12 and more 40% BASE OVERALL 35% 25% 16% 24% 4004 POPULATION 11% 722 DISCONNECTED 74% 15% 5% 6% 8,0 Ml 30% TECNO-BASIC 38% 32% 15% 15% 1.104 12,8 Ml 39% 29% 32% 17% 22% MOBILE ONLY 497 5,5 Ml 54% 20% 26% 21% 33% 1.215 TECNO-CURIOUS 13,7 Ml 66% 15% 19% 22% 44% 465 TRENDSETTER 5,5 Ml

22 Different formats and multiple channels to access different content genres

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