Indians prefer printed books over e-books: Survey

Despite all the strides taken by India in the digital world, nearly four out of five respondents in the Tata Literature Live! Survey 2014 conducted across the country say they favour printed books over electronic reading. 

In an attempt to understand the evolving landscape of literary reading, amidst technological, social and behavioural impacts, the survey brought forth key insights into Indians' reading habits, a press release from the Tata Group said.

According to it, the results of the survey revealed the preference of printed books across all generations. 

From among the respondents, hyper-connected post-millennials in the age group of less than 20, rank highest in this preference with 81%. This is followed by those in the age group of 21-30 with 79%, 31-40 age group and 41-50 age group with 75% each, the lowest being the age-group of 50 and above with 74%.

Regionally, Mumbai respondents lead with 80% opting for the printed word. This is followed by Delhi with 79%, Kolkata with 78%, Bengaluru with 77% and Chennai with 76%.

"The Tata Literature Live! Survey 2014 is an effort to look into contemporary India's literary leisure reading. The survey has not only explored reading tastes, but more importantly how India is reading today. It is heartening to see India's love for the written word, and the findings encourage us to celebrate it even further at the forthcoming editions of Tata Literature Live! The Mumbai LitFest!" says Mr. Anil Dharker, Founder and Festival Director of Tata Literature Live! The Mumbai LitFest.

Dr. Mukund Rajan, Member – Group Executive Council and Brand Custodian, Tata Sons, says, "The Tata Literature Live! Survey has thrown up very interesting findings. In a world of primetime TV, breaking news, and intensive social networking, reading books remains a popular activity. Tata Literature Live! The Mumbai LitFest endeavours to promote the cause of literature, particularly amongst the younger generation, and the findings of the survey enthuse us to strengthen our efforts in this direction."

The survey looks deeper into other aspects of reading habits as well. Some of the highlights are:

• 60% respondents read a literary piece once a week 
• 42% respondents ranked reading as the best means to survive a bad day
• 74% respondents prefer reading to internet, social media or gaming 
• 69% respondents prefer reading over watching television shows or movies 
• 61% respondents prefer reading over socialising 
• 60% respondents prefer reading over outdoor/indoor games 
• Mumbai respondents show highest preference for printed books (80%) and choose reading over digital entertainment (78%), socialising (66%) and indoor/outdoor games (64%)
• The survey crowns Kolkata as the literary capital of India as - 67% people opt for leisure literary reading once a week, 17% respondents have more than 300 literary books and 49% people choose reading as an escape from a bad day, all highest among other metros
• Across generations, it is the post-millennial readers (73.49%), who read literary pieces more often than any other age-group
• Also, people of 50 years and above emerge as the generation of book hoarders, with 20.59% claiming to have more than 300 books on their shelves
• Further, disclosing author preferences, respondents across regions and age-groups shared mythology as a genre where they enjoy Indian authors more than their non-Indian counterparts.
• Interestingly, when quizzed about what they would bargain to read, about 37.61% of the respondents are willing to let go off their daily dose of favourite TV shows for reading, ranking the highest amongst other categories such as, giving up their lives, skipping a plan/party with friends, taking a day off at work, or not giving up anything at all

Tata Literature Live! Survey 2014 is an exclusive study by the Tata Literature Live! The Mumbai LitFest on Indian reading habits. Conducted in October 2014, the survey took a close look into the evolving landscape of literary reading amidst technological, social and behavioural impacts. It focuses on how India is reading today and dwells into the perceptions on literature, across demographics. The research was conducted online, accumulating responses from 1,426 individuals, across the country.

The fifth edition of Mumbai's international literary festival, Tata Literature Live, brought internationally renowned writers and performances from all over the world to Mumbai. The festival which took place at the National Centre for the Performing Arts (NCPA), Nariman Point, and, for the first time, at Prithvi Theatre and The Easel in Juhu, had an invigorating line-up of debates, talks, and creative performances which not only started a vibrant exchange of ideas, but also connected with literary conversations currently happening on a broad global stage.

Extremely happy with this year's edition, Dharker said, "The past four days have been an incredible experience. We have witnessed a huge turnout of audience which is overwhelming. Our sessions have seen full attendance and we have had live projections to other venues which have been full as well. Literature has taken hold of the city in a significant way and perhaps Tata Literature Live! The Mumbai LitFest! has contributed in a small way to that."

Over 120 writers, thinkers and performers from countries as diverse as England, the USA, Germany, Italy, Israel and Ireland took centre stage at the festival.

Source | http://netindian.in/