Purpose:
Global outlook on library visitorship and loans point to a trending down in physical visits and loans, whilst digital visits and loans are trending up. Singapore’s network of public libraries is not spared and experiences the same phenomenon of in the recent years. Although virtual visits have increased, it has compensated only in a small extent to an overall positive percentage growth in visitorship. The outlook for loans is dismayed, where the increase in e-book loans fails to compensate for the loss in physical loans.
An inaugural nation-wide population study was launched in 2016 to comprehensively understand the state of reading in Singapore, reading motivation of and barriers to reading, lifestyle mapping, media technology habits, and information and knowledge seeking habits. The findings shed light on ways our libraries can transform, regain market share and attract Singaporeans to make use of our services. This paper shares the methodology, findings and implications.
Design, methodology or approach:
The study was conducted in mid-2016 and employed quantitative and qualitative methodologies: a survey using a questionnaire and focus group discussions. The survey ascertained behaviours, in key aspects such as reading frequency, reading format and genre, time spent, reading motivation of and barriers to reading, lifestyle, media technology habits, and information and knowledge seeking habits. The door-to-door face-to-face survey interviewed 3,515 residents aged 20 years old and above. The sample was representative of the population by age, gender, ethnicity and dwelling type. Focus group discussions sought qualitative explanation of their behaviour, and included motivations and perceptions that drive their behaviour. 163 participants took part in 18 focus group discussions. An additional sample of respondents studied teenagers aged between 13 and 19 years old, however the focus of this paper is on adult Singaporeans.
Findings:
The study found that the state of reading among adult Singaporeans is healthy, with eight in ten having read any material for leisure at least a few times a week. ‘Reading’ includes reading books, magazines and newspapers/news, in print or digital format, as well as articles posted on websites and social media. The majority spend at least thirty minutes reading, on a typical weekday or weekend. However, while almost seven in ten read news habitually (i.e., at least a few times a week), habitual reading of books is significantly and surprising low. Seven in ten have read at least one book in the past twelve months, but only one in five are habitual readers. Overall habitual reading of online articles, via websites or social media sites, was lower than expected, with two in five having done so. Nonetheless, this is higher for the 20 to 39 year olds, at three in five.
In explaining their reading behaviour, focus group participants highlighted that reading news is a must, as this allows them to keep up with what is happening and has an impact on their work. It is also a form of social currency, where not knowing the latest would make them appear out of touch, and as a consequence, affects their social standing. Reading books is seen as an unnecessary activity, as they are already obtaining the latest information online. Books are associated with their past school days which they have outgrown. Other reasons include the lack of energy after work to read books and the inability to focus.
In alignment with most who mainly read news, almost all of the respondents choose non-fiction topics due to its practical nature. In contrast, only six in ten read fiction topics. In terms of age analysis, fiction reading was the highest among the 20 to 29 year olds, but the proportion decreases with age. There are stark differences in age and gender. While young males read about health & fitness/sports, older males prefer Singapore-related information and politics. Young females tend to read about lifestyle topics, but older females tend towards cooking and Singapore-related information.
The study also focuses on understanding book reading in physical and digital formats. The analysis determined that more than nine in ten book readers read physical books, but a lower proportion, i.e. four in ten read e-books, and an even lower proportion accesses audiobooks (less than one in ten). However, not unexpected, reading in the electronic format is higher for the 20-29 year olds.
Tests of significance between independent variables such as age, gender, ethnicity, education, life cycle stage, dwelling type, lifestyle activities and information-seeking behaviour and the dependent variable reading habits were carried out. Significant results (p<0.05) was observed, in particular for age and life cycle stage.
Singaporeans’ attitudes towards reading, their motivations to read and barriers faced via eleven statements were asked, and factor analyses were carried out. Key difference between habitual and non-habitual book readers vis-à-vis their attitude towards reading was observed. Main barriers to reading books more often are that it is not as simulating as audio-visual content, and that people prefer to spend time on other activities. Again, this is more salient amongst the 20 to 29 year olds.
Research or practical limitations or implications; Conclusions:
In 2016, NLB launched the National Reading Movement to promote a culture of reading, and support Singapore’s emphasis on life-long learning. The study contributes towards a quantitative baseline of the state of reading in Singapore. Key performance indicators and targets have been derived to strive towards sustaining reading among Singaporeans, be it through better offerings in library content, programmes and services. Subsequent runs of the study will help NLB to further nuance our campaign strategies to meet changing needs. This will in turn help our libraries to remain relevant.
Originality and value:
This study was the first in-depth study to ascertain the state of reading amongst Singaporeans. Deliberate efforts were devoted to determine respondents’ behaviours related to reading, lifestyle, consumption, information seeking and media usage. The survey eschewed "opinion-centric" questions and, as such the findings have practical implications on future directions to transform our libraries into the 'Library of the Future'. The study also provides fresh empirical findings on reading habits from an Asian context.
Services , Performance Indicators , Usage , Methods , Public Libraries
Mapping_the_physical_and_digital_reading_habits_of_Singaporeans__Paper_submission___full_paper_.pdf 