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.
Library Hi Tech – Emerald Publishing
Published: Sep 6, 2011
Keywords: Electronic books; Mobile reading; User behaviour; Educational level; China; Students; User interfaces; Consumer behaviour; Levels of education