Profiling the reading habits of Generation-X adults in Singapore.

Abstract

There are limited studies on adults' reading habits that employed generational analyses. This dissertation project indicated that generational analysis approach is a useful and valuable tool to evaluate readership trends. This study investigates the reading habits and preferences of Generation-X adults in Singapore through a survey of 180 Singaporean adults in the range of 28 - 42 years. Respondents were questioned on their attitudes, motivations and preferences toward reading with demographic evaluation using gender, education, marital status and parenthood variables. The findings suggested that although attitude towards reading remained positive, the number reflected slightly more than half of the cohort read regularly, in congruence with the wider Singaporean adult population in general. Top reasons for the lack of reading were time, energy and the preference of television and internetrelated activities. Readers tended to adopt pragmatic and utilitarian approach towards reading. Convenience was found to alter attitudes. Motivations for reading were largely internal, encompassing a mixture of socio-cognitive and intrinsic needs. They read for information and personal development first, followed by relaxation. Motivation was a better predictor of readership compared to attitude. Reading preferences varied along demographic lines. Findings suggested that education was a strong predictor for attitudes and motivations, but genres differed according to gender. Marital status did not alter reading patterns, but those with children saw significant changes and preferences. The results of this research are expected to be of interest to different stakeholders in the book industry such as librarians, publishers, booksellers and policy makers. The results reflected real-world reading practices of Generation-X adults towards reading outside of library circulation statistics. This study is based on a questionnaire survey. In future studies, research triangulation such as interview would serve to validate the trends observed and improve reliability.