New media environment, read the status of Shanghai residents survey
Handheld reader usage bottom of the rankings
(Reporters Chenxi Han) yesterday, 2011 Shanghai Book Fair and the "scholarly China" Shanghai Week convening of a second news conference, issued the "new media environment Shanghai public to read Survey Report (2010-2011)", which is the first time the public Shanghai Read the release of authority to conduct special investigations and reports. Survey, the use of handheld readers came in books, Internet, magazines, newspapers, mobile phones, after reading, 35.9 percent of respondents said "do not use the reader."
Paper publications are still the mainstream of public reading
Survey, 75 percent of respondents believe that the paper's books (including books, newspapers, journals) has the best reading results, and that the network books, electronic books and other digital products with the best results of the respondents were read only 14% and 10.5%. When asked "under what circumstances would choose paper reading," 36.7 percent of people think that need intensive or depth reading, and reading authoritative, scholarly information only tend to choose the paper to read.
At the same time, readers choose to read digital content, showed a clear "light reading" feature. Among them, read the news the proportion of 45.5%; followed by information and networking forum for reading novels, were 10.1% and 10.7%. For the digital network to read, select "quick, scan" option as high as 51%, which reflects the current network to read a major feature of fast-food style. From the use of situation, "do not use the reader," accounted for 35.9% of the public, the media usage from highest to lowest are: books, Internet, magazines, newspapers, cell phones, handheld readers. Average utilization rates of traditional print media, new media network utilization is high, but mobile phone usage is low. As in recent years, new tools for handheld readers to read, the lowest usage.
43.2% of respondents said that reading is their main source of purchase, the reader choose to read online for free account for 28.7% of the total respondents, 25.1% of respondents choose from the library. Respondents said that reading the longest place at home, accounting for 41.3% of the total number of respondents. 43.5% of respondents more than three hours a day online, most people can see the network has become indispensable in daily life an important part of this industry to a potential related business opportunities.
New media to meet the leisure needs of people to read
The emergence of new media, breaking the natural boundary between traditional media, media convergence into the mainstream of development of modern communication. By contrast, reading and reading the main object has undergone major changes, especially changes in the object reading, visual culture, the text occupies the dominant position.
Open in new media-based information access environment, the information acquisition costs, light reading became a necessity. Major share of the new media narrative of practical information and access to cultural information, and cultural heritage, accumulated the majority of thinking through the traditional paper publications.
Observations indicate that the depth of the investigation report: new media, virtual world building great to meet people to read the information needs of leisure. New media combines text, pictures, images, sounds, language, animated and all can use the symbolic forms and media, so that access to an unprecedented sense of visual beauty and aesthetic communication. Meanwhile, the spread of information across time and space makes the world become a unified multi-media world. Reading motivation has also undergone a subtle shift. In the new media environment, people need to read the information showing the trend of personalized, thanks to data mining with technology, push technology, intelligent agent technology and other key technologies of information technology as represented by the phase length.
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