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Correlation analysis between users' educational level and mobile reading behavior

Correlation analysis between users' educational level and mobile reading behavior Purpose – This paper aims to investigate the use of mobile reading among Chinese college students and to provide a statistical analysis of correlation between the users' educational level and their mobile reading behavior. The result can be used as a reference for the differentiated marketing of the mobile reading service provider. Design/methodology/approach – The paper is based on an online questionnaire oriented to Chinese college students, including undergraduate and graduate students. The questionnaire includes questions related to the profiles and mobile reading behaviors of the respondents. The survey lasted from 15 April to 15 June 2010 and 479 responses were received. Findings – Mobile reading is in its early stages of development and has huge market potential in China. The pay‐reading service only makes up a small, slowly growing share. Well educated users are more inclined to pay for academic papers while other users prefer online literature. In general, mobile reading services have yet to become more and more popular by improving user segmentation, expanding the scope of service and conducting precise price marketing in China. Practical implications – This study can help mobile reading service providers to gather information on user behavior and launch better mobile reading services. Originality/value – The paper is one of the first to investigate the market of mobile reading in China. The paper provides suggestions for further improvement of the mobile reading service and help service providers better understand users' demands. Also it may provide some useful information for further research in mobile reading. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Library Hi Tech Emerald Publishing

Correlation analysis between users' educational level and mobile reading behavior

Library Hi Tech , Volume 29 (3): 12 – Sep 6, 2011

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
0737-8831
DOI
10.1108/07378831111174396
Publisher site
See Article on Publisher Site

Abstract

Purpose – This paper aims to investigate the use of mobile reading among Chinese college students and to provide a statistical analysis of correlation between the users' educational level and their mobile reading behavior. The result can be used as a reference for the differentiated marketing of the mobile reading service provider. Design/methodology/approach – The paper is based on an online questionnaire oriented to Chinese college students, including undergraduate and graduate students. The questionnaire includes questions related to the profiles and mobile reading behaviors of the respondents. The survey lasted from 15 April to 15 June 2010 and 479 responses were received. Findings – Mobile reading is in its early stages of development and has huge market potential in China. The pay‐reading service only makes up a small, slowly growing share. Well educated users are more inclined to pay for academic papers while other users prefer online literature. In general, mobile reading services have yet to become more and more popular by improving user segmentation, expanding the scope of service and conducting precise price marketing in China. Practical implications – This study can help mobile reading service providers to gather information on user behavior and launch better mobile reading services. Originality/value – The paper is one of the first to investigate the market of mobile reading in China. The paper provides suggestions for further improvement of the mobile reading service and help service providers better understand users' demands. Also it may provide some useful information for further research in mobile reading.

Journal

Library Hi TechEmerald Publishing

Published: Sep 6, 2011

Keywords: Electronic books; Mobile reading; User behaviour; Educational level; China; Students; User interfaces; Consumer behaviour; Levels of education

References