trends in reading habits

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TRENDS IN READING HABITSTRENDS IN READING HABITSTRENDS IN READING HABITSTRENDS IN READING HABITS

Ashita DaraAshita DaraAshita DaraAshita Dara Hemal ThakkerHemal ThakkerHemal ThakkerHemal Thakker Nivedita TalasilaNivedita TalasilaNivedita TalasilaNivedita Talasila

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NMIMS UNIVERSITY

DEPARTMENT OF STATISTICS

This is to certify that

Ashita Dara

Hemal Thakker

Nivedita Talasila

Have successfully completed the project as per the curriculum course for M.Sc. Statistics during the academic year 2009-2010.

Dr. A. M. Bhagwat

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ACKNOWLEDGEMENT

We would like to express our sincere gratitude to the key individuals who have helped &

supported us throughout our project.

We express our appreciation to Dr. A. M. Bhagwat [Director, C.B Patel Research

Center] for extending his support in every way possible over the course of our academic

stay at NMIMS.

Our deepest gratitude to Professor Leena Kulkarni, for guiding us at each step in

completion of this project work. She has been very kind and patient while helping us with

the outlines of our project and suggesting corrections as and when needed. And also to

Professor P.G. Patki, for always being there as a guiding force.

We would also thank our Institution NMIMS, School of Science and our faculty

members, helpful staff, for their support. We also extend our heartfelt thanks to our

family and well wishers.

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INDEX

Contents Page No Introduction……………………...

• Objective

5

Methodology……………………. • Data Collection • Duration • Design

8

Newspaper………………………. • Graphs • Analysis

21

Magazines………………………. • Graphs • Analysis

29

Books…………………………… • Graphs • Analysis

36

Other Inferences………………… 41 Annexure………………………... 42 Questionnaire…………………… 49

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INTRODUCTION

It is hard to believe how much the world has changed in the last 30 years ago. Three decades ago,

a day in the office involved poring over files and printed statistic pages that had been mailed from

another office. Today, a similar day would involve reading these same statistics from the screen

of a digital device such as a laptop or a handheld device. Thanks to the rapid evolution in

technology, modern business results and relationships are achieved differently. Today, people are

more likely to be concerned with acquiring essential iPhone parts or MacBook parts to their

respective device than they are with buying a new suit.

Internet has made real what in the 1970's that visionary of the communications Marshall

McLuhan (1911-1980) called the "Global Village".

The Internet is defined as the worldwide interconnection of individual networks operated by

government, industry, academia, and private parties. The Internet has made distances shorter and

the world smaller. Originally the Internet served to interconnect laboratories engaged in

government research, and since 1994 it has been expanded to serve millions of users and a

multitude of purposes in all parts of the world.

In a matter of very few years, the Internet has consolidated itself as a very powerful platform that

has changed the way we do business, and the way we communicate. The Internet, as no other

communication medium, has given an International or, if you prefer, a "Globalized" dimension to

the world. Internet has become the Universal source of information for millions of people, at

home, at school, and at work.

Some experts say that people are reading less than ever. In one sense that's true, at least for

certain forms of writing. However, you might be reading a lot more than you think. There are

more and more pieces of writing to read than ever before. However, the medium that we use to

read is evolving.

Reading is a task that we've historically associated with printed materials. Novels, textbooks,

reference manuals, magazines, newspapers, journals, articles, poems, short stories... all of these

great documents were historically printed and distributed on pieces of paper, bound or loose, for

centuries. The invention of the printing press rivals the impact of the steam engine on advancing

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our world and disseminating knowledge to the masses. Both of these inventions are hundreds of

years old.

New technologies have had an equally huge impact on our world in a much shorter time. Just

think of life without television, radio, and telecommunications: it almost seems impossible to

imagine our world without these conveniences. They've become a huge part of modern life and

many people spend hours each day using these media. Computers have grabbed a large slice of

our available time and energies. To top it all off, the Internet, the medium that allows us to access

the information playground that is the World Wide Web, has provided a whole new medium for

information exchange. Although printed media still commands significant sales, you can read

many of the same materials on-line via the World Wide Web. Books, traditional magazines, and

journals are now distributed electronically. Blogs and other information resources (e.g.

Wikipedia) are easily accessible, and searchable, on-line. There's plenty of material out there to

read on paper and on computer screens. Are we still reading as much as we used to?

Reading habits are typically measured by the number of minutes per day spent reading printed

materials. You can also measure these habits by numbers of pages, documents, or books over

time as well as the subject matter which is being read. A 2005 Canadian study by the Department

of Canadian Heritage, "Reading and Buying Books For Pleasure", compared the results of a

similar 1991 study (prior to the massive use of the Internet and the World Wide Web) to more

recent research. You might think that the proliferation of video games, new television channels,

and on-line games, along with Web surfing, might have had a negative impact on reading. The

Internet did have an impact on reading, but the results may be a bit of a surprise.

The World Wide Web has had a negative impact but only on certain kinds of reading. Internet

usage has had an impact on magazine and newspaper reading, as well as television watching.

However, the time spent reading books for pleasure has stayed constant during between the two

studies, although people are managing to read fewer books per year (from 24.4 books per year in

1991 to 16.6 books per year by 2005).

The reason lies in the realms of cost and distribution. Put simply, shorter writing is more easily

and more freely available over the Internet than longer documents like novels or non-fiction

books.

Look at any major magazine or periodical in India and you'll find a common attribute: they all

have an on-line presence. This is also true for many more specialized magazines with more

limited readerships: many magazines, newspapers, newsletters, and other periodicals are now

available on-line at any time for the cost of an Internet connection. In addition, many publications

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that were weekly or monthly in print form are updated much more frequently on the Web. You

can get more up-to-date information via periodical Web sites than their printed versions. Blogs

and on-line newsletters add to the availability of free information. The incentive to wait for, find,

and purchase printed periodicals diminishes every day.

Contrast this with books. There's no doubt that more and more books are being made available

on-line, but the volume and variety of on-line books is relatively small and limited compared to

their physical versions. Book publishers are not adopting on-line versions of their books with the

same speed and gusto as the periodical publishers. And, unless the books are already in the

public domain, publishers generally do not give away copies of new books for free. Just look at

Scholastic and J. K. Rowling as an example of how book publishers are not only pursuing printed

books, they are actively shunning on-line versions of their books. The Internet was abuzz with

rumors and "leaks" of the text of "Harry Potter and the Deathly Hallows" prior to its publication,

with the author asking the world-at-large to refrain from posting plot spoilers on the Internet.

There's no doubt that the way we read Web pages, and our on-line content preferences, have a

major impact on what we read, how long we read, and how attentively we read when on-line.

However, when you consider that much of the Web's content is words; people are still doing a

heck of a lot of reading. The biggest change is the media which we read, whereby computer

screens are capturing an increasingly large slice of total reading time.

The first advantage of online newspapers is its convenience to access. Not many print newspapers

are free to the readers but mostly online newspapers are. Therefore, numerous people can come

close to newspapers to update information. It is also convenient as the Internet has become a part

of modern life. Young people who spend most of their time on the Internet to study or to work are

likely to update news through the Internet than buying newspapers.

Objective:

Our main objective today was to determine the trend and observer the change in reading habits in the diverse age groups over time, and how they are affected by the expansion of technology, the amplified usage of the World Wide Web.

http://www.helium.com/items/567377-the-effect-of-the-internet-on-reading-habits?page=2

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METHODOLOGY

Our research methodology required gathering relevant data and mining in order to analyze the material and arrive at a more complete understanding of the reading habits of people in today’s era. We hope to shed light on the following questions through our research:

1) What people of various age groups prefer to read?

2) How important were factors such as profession, qualification, mode of reading and hours read in a day influencing their reading habits?

3) How frequently do they participate in the quizzes, polls etc and purchase commodities based on the advertisements in newspapers and magazines?

Data Collection:

Data collection consisted of surveys and interviews with classmates, students, friends, teachers, office colleagues as well as through social network. Initially, a pilot survey was conducted on 70 people to test the effectiveness of the questionnaire. Subsequently, a purposeful sample was identified to participate in the second round of data collection. Multiple interviews were planned with each participant in order to provide more in-depth data collection.

The goal was to interview at least 500 participants who embody a range of identity positions and who come from different schools, professions and communities. We also ask people to respond to an online questionnaire which we shared on the networking websites.

We randomly selected 705 respondents to fill up our questionnaire, which was stratified based on gender (m/f), age groups (young, teens, middle aged, old aged) and profession (service, student, business, retired, house wife).

Duration:

Over period of 45 days we collected the data of sample size 705 and started checking for discrepancies. We created graphs and analyzed the data using Microsoft Excel and accomplished it in 15 days.

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DESIGN

CHI-SQUARE TEST

The chi-square (I) test is used to determine whether there is a significant difference between the expected frequencies and the observed frequencies in one or more categories.

The chi-square test is always testing what scientists call the null hypothesis, which states that there is no significant difference between the expected and observed result.

Chi Square can also be used to test differences between two or more actual samples.

The formula for calculating chi-square ( ) is:

That is, chi-square is the sum of the squared difference between observed (Fo) and the expected (Fe) data, divided by the expected data in all possible categories.

Here's how to interpret the value:

1. Determine degrees of freedom (df). Degrees of freedom can be calculated as the number of categories in the problem minus 1

2. Determine a relative standard to serve as the basis for accepting or rejecting the hypothesis. The relative standard commonly used in biological research is p > 0.05. The p value is the probability that the deviation of the observed from that expected is due to chance alone (no other forces acting).

3. Refer to a chi-square distribution table .Using the appropriate degrees of 'freedom, locate the value closest to your calculated chi-square in the table. Determine the closest p (probability) value associated with your chi-square and degrees of freedom.

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Step-by-Step Procedure for Testing Your Hypothesis and Calculating Chi-Square:

1. State the hypothesis being tested and the predicted results. Gather the data by conducting the proper experiment (or, if working genetics problems, use the data provided in the problem).

2. Determine the expected numbers for each observational class. Remember to use numbers, not percentages.

3. Calculate using the formula. Complete all calculations to three significant digits. Round off your answer to two significant digits.

4. Use the chi-square distribution table to determine significance of the value.

1. Determine degrees of freedom and locate the value in the appropriate column. 2. Locate the value closest to your calculated 2 on that degrees of freedom df row. 3. Move up the column to determine the p value.

5. State your conclusion in terms of your hypothesis.

a. If the p value for the calculated is p > 0.05, accept your hypothesis. 'The deviation is small enough that chance alone accounts for it. A p value of 0.6, for example, means that there is a 60% probability that any deviation from expected is due to chance only. This is within the range of acceptable deviation.

b. If the p value for the calculated is p < 0.05, reject your hypothesis, and conclude that some factor other than chance is operating for the deviation to be so great. For example, a p value of 0.01 means that there is only a 1% chance that this deviation is due to chance alone. Therefore, other factors must be involved.

Degrees of Freedom:

A value of X2 cannot be evaluated unless the number of degrees of freedom associated with it is known. The number of degrees of freedom associated with any X2 may be easily computed.

If there is one independent variable, df = r - 1 where r is the number of levels of the independent variable.

If there are two independent variables, df = (r - l) (s - l) where r and s are the number of levels of the first and second independent variables, respectively.

If there are three independent variables, df = (r - l) (s - 1) (t - 1) where r, s, and t are the number of levels of the first, second, and third independent variables, respectively.

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Assumptions:

Even though a nonparametric statistic does not require a normally distributed population, there still are some restrictions regarding its use.

1. Representative sample (Random)

2. The data must be in frequency form (nominal data) or greater.

3. The individual observations must be independent of each other.

4. Sample size must be adequate. In a 2 x 2 table, Chi Square should not be used if n is less than 20. In a larger table, no expected value should be less than 1, and not more than 20% of the variables can have expected values of less than 5.

5. Distribution basis must be decided on before the data is collected.

6. The sum of the observed frequencies must equal the sum of the expected frequencies.

Chi-square should not be calculated if the expected value in any category is less than 5.

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YATES’ CORRECTION FOR CONTINUITY

Yates' correction for continuity or Yates' chi-square test is used in certain situations when testing for independence in a contingency table. It is required as a chi-square test has the assumption that the discrete probability of observed frequencies can be approximated by the chi-squared distribution, which is continuous.

Yates' Correction is typically used in analysis with 1 degree of freedom where expected frequencies of less than 5 are found. This strategy subtracts 0.5 from the absolute difference (i.e., no negatives) between the observed and the expected for each cell (before they are squared and divided by expected) during the chi square procedure. It is a more conservative statistic.

Oi = an observed frequency

Ei = an expected (theoretical) frequency, asserted by the null hypothesis

N = number of distinct events

As a short-cut, for a 2x2 table with the following entries:

S F

A a b NA

B c d NB

NS NF N

we can write

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GRAPHICAL REPRESENTATION

49 %5 1%

GenderFema l e M a l e

The sample was quite evenly distributed among the gender. There were 51% Male respondents

and 49% of female respondents.

There were more number of respondents from the teen age group (69%) followed by the middle

aged (25%).

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7%1%

1%

52%

39%

Profession

Business

housewife

Retired

Service

Student

Major part of the sample that like reading are from the Service profession (52%).

The respondents were majorly Graduates (46%) and Postgraduates (34%).

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3 8 %

2 3 %

3 9 %

R e a d in g P r e f e r e n c e

B o o k s

M a g a z i n es

N ew s p a p er

The survey revealed that preference of smaple respondents reading newspapers, books and

magazines are almost equally divided.

Survey revealed that people still read printed books (67%). Perhaps, this trend is on account of non-affordability of e-books which are more expensive than printed books.

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1 6 - 2 5 2 6 - 3 5 3 6 - 4 5 4 6 - 6 0 5 - 1 5 6 1 a n d a b o v e

3 7 .4 7 % 3 9 .2 5 % 3 8 .3 0 %3 0 .0 0 %

8 3 .3 3 %

0 .0 0 %

2 2 .7 3 %2 4 .9 1 %

1 4 .8 9 %

1 0 .0 0 %

1 6 .6 7 %

0 .0 0 %

3 9 .8 0 % 3 5 .8 4 %

4 6 .8 1 %

6 0 .0 0 %

0 .0 0 %

1 0 0 .0 0 %

R e a d in g P r e fe r e n c e - B y A g e G r o u p

B o o k s M a g a z i n es N ew s p a p er

Survey displayed opposite preferences for Young (Books – 83.33%) and Old age (Newspaper –

100%)

B u s i n e s s h o u s e w i f e R E T I R E D S e r v i c e S t u d e n t

3 4 . 6 5 %

2 5 . 0 0 %

0 . 0 0 %

3 5 . 9 5 %4 3 . 7 0 %

2 8 . 7 1 %

0 . 0 0 %

0 . 0 0 %

2 3 . 6 8 %

2 0 . 1 7 %

3 6 . 6 3 %

7 5 . 0 0 %

1 0 0 . 0 0 %

4 0 . 3 7 %3 6 . 1 3 %

R e a d i n g P r e f e r e n c e s - B y P r o f e s s i o nB o o k s M a g a z i n e s N e w s p a p e r

Retired (100%) and Housewife (75%) respondents in the survey showed preferences towards

reading newspaper while business people were indifferent among all the three choices

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B e l o w S S C G r a d u a t i o n H S C P o s t G r a d u a t i o n

S S C

7 8 . 5 7 %

3 7 . 1 2 % 3 8 . 5 2 % 3 8 . 1 3 % 3 6 . 8 4 %

1 4 . 2 9 %

2 2 . 7 1 % 2 1 . 4 8 % 2 2 . 7 1 % 2 6 . 3 2 %

7 . 1 4 %

4 0 . 1 7 % 4 0 . 0 0 % 3 9 . 1 7 % 3 6 . 8 4 %

R e a d i n g P r e f e r e n c e - B y Q u a l i f i c a t i o nB o o k s M a g a z i n e s N e w s p a p e r

Survey showed higher choices of reading books (78.57%) in case of respondents with educational

qualification below SSC.

The survey revealed that,out of the entire sample 60% of people read for less than 2 hours, followed by 30% of people who read for 2-4 hours.Very few people read for 4 hours or more.

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The survey shows that less than 2 hours is mostly spent in reading by each age group. Majorly the

age group 16-25 read for less than 2 hours (39% approx).

In the Service Profession, people generally read for Less than 2 hours (35% approx).

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All respondents of different qualifications read for less than 2 hours and majorly the Graduates

read for less than 2 hours (31% approx).

29%

24%

40%

7%

Hours spent on Internet

2-4 hours

4 hours or more

Less than 2 hours

None

The survey revealed that 40% of the people use internet for less than 2 hours.29% of people use

for 2-4 hours followed by 24% of people who use for more than 4 hours.

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Business Housewife Retired Service Student

11 4 4

105

6439

2

264

212

Profession Requiring to ReadNo Yes

The survey revealed that the respondents who are in service (37% approx) or students (30%) are

the ones who read on daily basis as their profession requires them to read.

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The survey shows that most people read their newspapers in English (72%) and very few people read the papers in the other regional languages

Both Online Print media

65

2537

16

175

25

159

Mode of Reading - By Age Groupmiddle aged old aged teenage

In newspapers, teenagers (35% approx) prefer reading their papers in both print and online media. Print media is most preferred by all age groups as it is the easiest and the most comfortable way

for most of them.

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Business housewife Retired Service Student

172

143

78

823 1912 4 4

117

75

Mode of Reading - By ProfessionBoth Online Print media

Service people (28% approx) and students (15% approx) are the ones who prefer reading their papers online or in print. Out of which print media is most preferred.

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Of all the respondents who read the headlines section majority of the people (68%) preferred reading it first.

Of all the respondents who read the sports section majority of the people (37%) preferred reading it second.

Of all the respondents who read the cartoons/puzzles section majority of the people (34%) preferred reading it third.

Of all the respondents who read the classifieds section majority of the people (46%) preferred reading it fourth.

Of all the respondents who read the readers’ opinion and travel sections majority of the people (52% each) preferred reading it the last.

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Never Often Rarely

47

17

63

6 2 8

136

28

195

Purchase - By Age Groupmiddle aged old aged teenage

Generally, the purchase of commodities in the teenage group (39% approx) is rarely based on advertisements.

Business housewife Retired Service Student

12 4 4

98

71

627

14192

158

87

Purchase - By ProfessionNever Often Rarely

The purchase of commodities by service people (31%) also is rarely based on advertisements.

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ANALYSIS OF DATA

1. Testing independence between the age group and hours read in a day:

H0: The two attributes age group and hours read in a day are independent

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 5.31 tabulated = (0.05,4) = 9.48

Therefore, we fail to reject H0 at 5% Level of significance and hence we conclude that the age group and number of hours spent in a day for reading newspaper are independent

2. Testing independence between the age group and preference of mode of reading:

H0: The two attributes age group and preference of mode of reading are independent

H1: Not H0

Test statistic:



Therefore, we reject H0 at 5% level of significance and hence we conclude that the age group and preference of mode of reading for newspaper are not independent

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3. Testing independence between the profession and preference of mode of reading:

H0: The two attributes profession and preference of mode of reading are independent

H1: Not H0

Test statistic:



Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the profession and number of preference of mode of reading for newspaper are independent

4. Testing independence between the age group and frequency of purchase of commodities based on advertisements in the newspaper:

H0: The two attributes age group and frequency of purchase of commodities based on advertisements in the newspaper

H1: Not H0

Test statistic:



Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the age group and frequency of purchase of commodities based on advertisements in the newspaper are independent.

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5. Testing independence between the profession and frequency of purchase of commodities based on advertisements in the newspaper:

H0: The two attributes profession and frequency of purchase of commodities based on advertisements in the newspaper

H1: Not H0

Test statistic:



Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the profession and frequency of purchase of commodities based on advertisements in the newspaper are independent.

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mi ddl e a ged

ol d a ged

Teena ge

Young

1 2

2

5 5

1 0 7

2

2 5

2

8 6

M ode of R eading - By A ge GroupP r i nt medi a Both O nl i ne

As noticed in newspapers, even here teenagers (21%) and middle-aged (11%) prefer reading the magazines in either print media or online but more preference is given to print media that is more

affordable.

Onl ine

Both

Print media

15

14

6

105

55

8

44

44

Mode of Reading - By ProfessionStudent Service Business

The respondents of the Service profession (21%) prefer reading the magazines in either print or media or online.

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Most of the people read magazines related to entertainment (31%) followed by fashion (23%).

middle aged old aged Teenage Young

22

80

15 19

43

2

106

4

Purchase - By Age GroupNever Often Rarely

Generally, the purchase of commodities in the teenage group (21%) is rarely based on advertisements.

32

Never Often Rarely

81

20

68

18

80

2615

55

Purchase - By ProfessionBusiness Service Student

The purchase of commodities by service (16%) and students (11%) is rarely based on advertisements.

33

ANALYSIS OF DATA



H1: Not H0

Test statistic:



Therefore, we fail to reject H0 at 5% Level of significance and hence we conclude that the age group and number of hours spent in a day for reading magazines are independent



H1: Not H0

Test statistic:



Therefore, we reject H0 at 5% level of significance and hence we conclude that the age group and preference of mode of reading for magazines are not independent

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H1: Not H0

Test statistic:



Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the profession and number of preference of mode of reading for magazines are independent

9. Testing independence between the age group and frequency of purchase of commodities based on advertisements in the magazines:

H0: The two attributes age group and frequency of purchase of commodities based on advertisements in the magazines

H1: Not H0

Test statistic:



Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the age group and frequency of purchase of commodities based on advertisements in the magazines are independent.

35

10. Testing independence between the profession and frequency of purchase of commodities based on advertisements in the magazines:

H0: The two attributes profession and frequency of purchase of commodities based on advertisements in the magazines

H1: Not H0

Test statistic:



Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the profession and frequency of purchase of commodities based on advertisements in the magazines are independent.

37


Survey revealed that people still read printed books. Irrespective of age, people still prefer reading printed books. Majorly the teenage (41%) prefer reading in print media.

People of all professions prefer reading print media. Majorly the service (31%) and students (26%).Students and service people also read e-books.

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5%9%

5%

37%13%

21%

10%

Kind of Books

Children (Kids and Pre teen)

Hobbies

Travel

Fiction

Management

Non – Fiction

Self Help

Of the people surveyed indicated a preference for fiction books (37%). This preference was

followed by non-fiction books (21%).

Travel and hobbies scored low over self-help and management.

The survey reveals that most people are not very biased towards foreign or Indian authors and

prefer reading both (63%).

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ANALYSIS OF DATA



H1: Not H0

Test statistic:



Therefore, we reject H0 at 5% Level of significance and hence we conclude that the age group and number of hours spent in a day for reading magazines are not independent



H1: Not H0

Test statistic:



Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the age group and preference of mode of reading for magazines are independent

40



H1: Not H0

Test statistic:



Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the profession and number of preference of mode of reading for magazines are independent

41

OTHER INFERENCES

1. Survey revealed that majority of the respondents (92% approx) travelled for 0-3 hours each day.

2. Out of the total respondents who prefer reading newspaper around 75% subscribe for their newspaper on monthly basis or otherwise.

3. Around 50% of the total respondents who prefer newspaper read it during the early start of the day.

4. Greater percentage of respondents got the news updates from Internet (54%) followed by Television (25%).

5. Majority of respondents (55% approx) preferring newspaper do not participate in polls, quizzes, etc. However, around 25% of these respondents who do participate in quizzes.

6. Around 48% of the total respondents reading magazines, purchase their copies on monthly basis of which 40% buy from stalls.

7. The main criterion for most of the respondents ( approx 58%) for reading the magazines is their subject of interest.

8. Similar to our observations for newspaper, majority of respondents (55% approx) preferring magazine never or rarely participate in polls, quizzes, etc.

9. Most of the respondents (approx 67%) who read books prefer to buy them and their language preference is English.

10. Majority of the total respondents (66% approx) read their books at their convenience.

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ANNEXURE (Analysis tables)

1. Testing independence between the age group and hours read in a day for newspaper:

ObservedAge Group 2 - 4 hours 4 hours or more Less than 2 hours Grand TotalMiddle aged 32 12 83 127Old aged 2 0 14 16Teenage 117 32 210 359Grand Total 151 44 307 502

Hours spent on Reading

ExpectedAge Group 2 - 4 hours 4 hours or more Less than 2 hours Grand TotalMiddle aged 38.20 11.13 77.67 127Old aged 4.81 1.40 9.78 16Teenage 107.99 31.47 219.55 359Grand Total 151 44 307 502


2. Testing independence between the age group and preference of mode of reading for newspaper: ObservedAge Group Both Online Print media Grand TotalMiddle aged 65 25 37 127Old aged 0 0 16 16Teenage 175 25 159 359Grand Total 240 50 212 502

Mode of Reading

ExpectedAge Group Both Online Print media Grand TotalMiddle aged 60.72 12.65 53.63 127Old aged 7.65 1.59 6.76 16Teenage 171.63 35.76 151.61 359Grand Total 240 50 212 502

Mode of Reading

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3. Testing independence between the profession and preference of mode of reading for

newspaper: ObservedProfession Both Online Print media Grand TotalBusiness 17 8 12 37Housewife 2 0 4 6Retired 0 0 4 4Service 143 23 117 283Student 78 19 75 172Grand Total 240 50 212 502

Mode of Reading

ExpectedProfession Both Online Print media Grand TotalBusiness 17.69 3.69 15.63 37Housewife 2.87 0.60 2.53 6Retired 1.91 0.40 1.69 4Service 135.30 28.19 119.51 283Student 82.23 17.13 72.64 172Grand Total 240 50 212 502

Mode of Reading

4. Testing independence between the age group and frequency of purchase of commodities based on advertisements in the newspaper: ObservedAge Group Never Often Rarely Grand TotalMiddle aged 47 17 63 127Old aged 6 2 8 16Teenage 136 28 195 359Grand Total 189 47 266 502

Frequency of Purchase

ExpectedAge Group Never Often Rarely Grand TotalMiddle aged 47.81 11.89 67.29 127Old aged 6.02 1.50 8.48 16Teenage 135.16 33.61 190.23 359Grand Total 189 47 266 502


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5. Testing independence between the profession and frequency of purchase of commodities based on advertisements in the newspaper: ObservedProfession Never Often Rarely Grand TotalBusiness 12 6 19 37Housewife 4 0 2 6Retired 4 0 0 4Service 98 27 158 283Student 71 14 87 172Grand Total 189 47 266 502


ExpectedProfession Never Often Rarely Grand TotalBusiness 13.93 3.46 19.61 37Housewife 2.26 0.56 3.18 6Retired 1.51 0.37 2.12 4Service 106.55 26.50 149.96 283Student 64.76 16.10 91.14 172Grand Total 189 47 266 502


6. Testing independence between the age group and hours read in a day for magazines: ObservedAge Group 2 - 4 hours 4 hours or more Less than 2 hours Grand TotalMiddle aged 22 4 54 80Old aged 2 0 0 2Teenage 55 26 124 205Young 2 0 2 4Grand Total 81 30 180 291


ExpectedAge Group 2 - 4 hours 4 hours or more Less than 2 hours Grand TotalMiddle aged 22.27 8.25 49.48 80Old aged 0.56 0.21 1.24 2Teenage 57.06 21.13 126.80 205Young 1.11 0.41 2.47 4Grand Total 81 30 180 291


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7. Testing independence between the age group and preference of mode of reading for magazines: ObservedAge Group Online Both Print media Grand TotalMiddle aged 0 55 25 80Old aged 0 0 2 2Teenage 12 107 86 205Young 2 2 0 4Grand Total 14 164 113 291

Mode of Reading

ExpectedAge Group Online Both Print media Grand TotalMiddle aged 3.85 45.09 31.07 80Old aged 0.10 1.13 0.78 2Teenage 9.86 115.53 79.60 205Young 0.19 2.25 1.55 4Grand Total 14 164 113 291

Mode of Reading

8. Testing independence between the profession and preference of mode of reading for magazines: ObservedProfession Online Both Print media Grand TotalBusiness 0 15 14 29Service 6 105 55 166Student 8 44 44 96Grand Total 14 164 113 291

Mode of Reading

ExpectedProfession Online Both Print media Grand TotalBusiness 1.40 16.34 11.26 29Service 7.99 93.55 64.46 166Student 4.62 54.10 37.28 96Grand Total 14 164 113 291

Mode of Reading

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9. Testing independence between the age group and frequency of purchase of

commodities based on advertisements in the magazines: ObservedAge Group Never Often Rarely Grand TotalMiddle aged 22 15 43 80Old aged 0 0 2 2Teenage 80 19 106 205Young 0 0 4 4Grand Total 102 34 155 291


ExpectedAge Group Never Often Rarely Grand TotalMiddle aged 28.04 9.35 42.61 80Old aged 0.70 0.23 1.07 2Teenage 71.86 23.95 109.19 205Young 1.40 0.47 2.13 4Grand Total 102 34 155 291


10. Testing independence between the profession and frequency of purchase of commodities based on advertisements in the magazines: ObservedProfession Never Often Rarely Grand TotalBusiness 8 1 20 29Service 68 18 80 166Student 26 15 55 96Grand Total 102 34 155 291


ExpectedProfession Never Often Rarely Grand TotalBusiness 10.16 3.39 15.45 29Service 58.19 19.40 88.42 166Student 33.65 11.22 51.13 96Grand Total 102 34 155 291


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11. Testing independence between the age group and hours read in a day for books: ObservedAge Group 2 - 4 hours 4 hours or more Less than 2 hours Grand TotalMiddle aged 41 12 80 133Old aged 4 0 2 6Teenage 135 48 155 338Young 4 0 16 20Grand Total 184 60 253 497


ExpectedAge Group 2 - 4 hours 4 hours or more Less than 2 hours Grand TotalMiddle aged 49.24 16.06 67.70 133Old aged 2.22 0.72 3.05 6Teenage 125.13 40.80 172.06 338Young 7.40 2.41 10.18 20Grand Total 184 60 253 497


12. Testing independence between the age group and preference of mode of reading for books: ObservedAge Group Both E - books Print media Grand TotalMiddle aged 47 13 73 133Old aged 0 0 6 6Teenage 119 16 203 338Young 2 0 18 20Grand Total 168 29 300 497

Mode of Reading

ExpectedAge Group Both E - books Print media Grand TotalMiddle aged 44.96 7.76 80.28 133Old aged 2.03 0.35 3.62 6Teenage 114.25 19.72 204.02 338Young 6.76 1.17 12.07 20Grand Total 168 29 300 497

Mode of Reading

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ObservedRow Labels Both E - books Print media Grand TotalBusiness 18 0 17 35Housewife 0 0 2 2Service 83 15 154 252Student 67 14 127 208Grand Total 168 29 300 497

Mode of Reading

ExpectedRow Labels Both E - books Print media Grand TotalBusiness 11.83 2.04 21.13 35Housewife 0.68 0.12 1.21 2Service 85.18 14.70 152.11 252Student 70.31 12.14 125.55 208Grand Total 168 29 300 497

Mode of Reading

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QUESTIONNAIRE We, the students of NMIMS UNIVERSITY, are taking a survey on the reading trends of today. Kindly spare us a few moments and fill the following questionnaire to the best of your knowledge.

Objective: To study the trend of reading habits in various age groups and the effect of modern technology on media sources of published information.

1. Gender: Male Female

2. Age Group: 5 – 15 16 - 25 26 - 35 36-45 46 – 60 60 and above

3. Profession: Student Service Business Other ___________________________________ (please specify)

4. Place where you reside: _________________________________________________

5. Educational Qualification: Below SSC SSC HSC

Graduation Post Graduation

Please specify any other -

_____________________________________________

6. Do you read?

Yes No

7. How long do you read (online/print) in a day?

Less than 2 hours

2 - 4 hours

4 hours or more

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8. What do you prefer reading? (multiple choice)

Newspapers Magazines Books

9. Do you use the internet?

Yes No

10. How many hours do you spend on surfing the internet in a day?

Less than 2 hours

2 - 4 hours

4 hours or more

11. Does your profession involve of reading?

Yes No

12. How many hours do you spend in traveling each day? Less than 1 hour 1 – 3 hours

3 – 5 hours more than 5 hours

For Newspapers:

13. Which paper do you read daily? (Please specify the name of your preference) (please tick only one)

English ______________________________________

Hindi _______________________________________

Marathi _______________________________________

Other _________________________________________

14. What mode of reading to prefer the most? (please tick one only )

Print media Online Both

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15. If Print Media, then, by what means do you get or buy your news paper(s)? (please tick one only )

Subscription (monthly or otherwise) Buy from stalls Other

16. Please rank according to your preference. CATEGORY/RANK 1st 2nd 3rd 4th 5th Do not

read Headlines

Editorial

Business

Sports

International News

Entertainment/ Page 3

Classifieds

Cartoon/Puzzles

Health

Self- help

Horoscope

Review’s (movie’s/book’s)

Reader’s opinion (views) Science tech Travel

17. When do you read your newspaper(s) [please tick the most preferred time]?

Early morning Breakfast In the evening while traveling In the afternoon In the night

18. Besides the newspaper, do you also get the news from other sources like (multiple choice): Internet Television

Radio Message services (Vodafone news update, etc.)

Other ____________________________________________

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19. Do you participate in the following? (Tick the ones you have participated in) Polls Quizzes

Editorials (feed back) Ask Experts (for any given problem)

Submitting articles None

20. How often do you participate?

Often Rarely Never

21. How often do you purchase commodities based on advertisements in the newspaper(s)? Often Rarely Never

For Magazines:

22. What kind of magazines do you prefer to read? (please tick only one)

Entertainment Fashion

News Sports

Home/ Décor Hobbies

Cartoon/Tinkle IT

General (E.g. Readers Digest) Science/ Nature

23. What mode of reading to prefer the most? (please tick only one)

Print media Online Both

24. Name the Magazine(s) you like to read? ___________________________________________________________________________

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25. How frequently do your get/purchase them? (please tick only one)

Weekly Fortnightly

Monthly Quarterly

Yearly

26. By what means do you get or buy your magazine(s)? (please tick only one)

Subscription (monthly or otherwise)

Buy from stalls

Online (subscription/free)

Circulating Library

27. What is the main criterion for you to select a magazine? (please tick only one)

Glossy Cover

Catchy Headlines on the cover

Subject of Interest

To update yourself on the latest

Other

28. Do you participate in the following? (Tick the ones you have participated in)

Polls Quizzes

Editorials (feed back) Ask Experts (for any given problem)

Submitting articles All the above

None

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29. How often do you participate?

Often Rarely Never

30. How often do you purchase commodities based on advertisements in the magazine(s)?

Often Rarely Never

For Books:

31. What kind of books do you read?

Fiction Non – Fiction

Self Help Hobbies

Travel Management

Children (Kids and Pre teen)

32. What mode of reading to prefer the most? (please tick only one)

Print media E – books Both

33. How do you get a hold of your book? Buy Borrow (from friends)

Rent (library’s)

34. In which language do you prefer to read? (please tick only one)

English Hindi

Marathi Other _______________________

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35. When do you read the most? (please tick only one)

Morning While traveling Before sleeping Weekends

At your convenience

36. Which authors do you prefer?

Indian Foreign Both

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THANK YOU !!!THANK YOU !!!THANK YOU !!!THANK YOU !!!

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