Survey of Shanghai Citizens ' reading status: Handheld readers at the bottom of the list

Xinhua News (Reporter Chen Xihan) yesterday, the 2011 Shanghai Book Fair and "scholarly China" Shanghai Week convened a second press conference, published "New media environment Shanghai citizens Reading status of the investigation report (2010-2011)", this is the first time in Shanghai to conduct a special survey of public reading and issued an authoritative report.　　The survey showed that the use of handheld readers in books, networks, magazines, newspapers, mobile phones after reading, 35.9% of respondents said "do not use the reader." Paper publication is still the public reading mainstream survey report, 75% of respondents think that paper books (including books, newspapers and periodicals) have the best reading effect, and that online reading, electronic books and other digital products have the best reading effect of the respondents were only 14% and 10.5% respectively.　　When asked "Under what circumstances will you choose paper reading", 36.7% of people think it is necessary to choose paper reading for intensive or in-depth reading, and for reading authoritative and scholarly materials. At the same time, readers in the selection of digital reading content, showing a clear "shallow reading" characteristics. Among them, the proportion of reading news is 45.5%, followed by reading forum information and network novels, respectively, 10.1% and 10.7%. For digital network reading, the choice of "fast browsing, scanning read" The proportion of up to 51%, which reflects the current network reading fast-food style of a major feature. From the use of the situation, "Do not use the reader" accounted for 35.9% of the media, the use rate from high to low ranked: books, networks, magazines, newspapers, mobile phones, handheld readers. The average usage rate of traditional paper media is the highest, the network usage is high in new media, but the use rate of mobile phone is low.　　As a new reading tool in recent years, handheld readers, the lowest utilization rate. 43.2% of respondents said that the main source of reading is their own purchases, the choice of online free reading of readers accounted for 28.7% of the total number of respondents, 25.1% of respondents chose to borrow from the library. Respondents said that the longest reading time was at home, accounting for 41.3% of the total number of respondents.　　43.5% of the respondents online more than 3 hours a day, visible network has become the most important part of daily life, which brings potential business opportunities for related industries. The new media satisfies people's reading leisure demand new media appearance, has broken the traditional medium the inherent boundary, the media fusion becomes the modern dissemination development mainstream.　　Correspondingly, the Reading object and the subject of reading have changed greatly, especially the change of the Reading object, and the visual text occupies the dominant position of culture. In the open information Access environment based on new media, the cost of information acquisition is reduced and shallow reading becomes inevitable.　　The new media mainly share the acquisition of practical information and narrative culture information, while the cultural heritage and ideological accumulation are mostly carried out by traditional paper publications. The in-depth observation of the survey shows that the virtual world constructed by new media has greatly satisfied the information demand of people's reading and leisure. New media combined with text, graphicsFilm, image, sound, language, animation and so on all can be used in the form of symbols and media, so that people get unprecedented audio-visual beauty and aesthetic sense. At the same time, the spread of information across time and space makes the world become the unification of multimedia. The motives of reading have also undergone a subtle shift. In the new media environment, people's reading demand for information presents a personalized development trend, which benefits from it with the data mining technology, push technology, intelligent agent technology and other key technologies represented by the phase of information technology.