The survey polled 1,000 mobile book readers and 2,000 non-mobile book readers in the US and UK about their mobile reading habits and attitudes. Key findings include: - Over 50% of mobile readers read on their phones occasionally or 1-2 times per month, with short sessions of 15-30 minutes. - Crime/thriller was the most popular genre. Kindle was the most used app. - Readers prefer shorter pieces on phones and continue reading books on other devices. - Top barriers for non-readers were screens being unpleasant and platforms not making reading easy. - Improved reading experiences and shorter content could encourage more mobile reading.

1. 2014 Mobile Reading Research
Survey Results #mobilereading

2. Background
The subject of mobile phone book reading is one of growing importance to trade publishers. Yet, despite
the common availability of research into general e-reading, there was, up to this point, a severe lack of
data providing insights into consumers’ attitudes towards reading on their handsets in the US and UK.
Mobile phones offer publishers a unique opportunity; the chance to reach millions of consumers via
devices that are used ever more frequently. There is arguably no better way of getting books into
consumers’ hands. However, most publishers focus their efforts and investment on print, tablets and
dedicated e-readers as the main reading channels and are either unaware or unconvinced by the
possibilities.
Publishing Technology partnered with OnePoll to reveal the current consumer trends in mobile
phone book reading across the US and UK.
The aim of the research was to highlight:
 How much consumers are reading on their mobile devices and whether they are reading more now than before
 How often they read and how long are their reading sessions
 What handsets and platforms are the most popular among readers
 The most popular mobile reading genres and most common places to read
 Whether books are finished or whether consumers switch their reading between other devices and print
 What are the main barriers preventing consumers to read more on their mobile phones
This report provides the key data from this study.

3. Methodology
Publishing Technology partnered with OnePoll who interviewed a total of 3,000 consumers
as part of the online survey
The survey was comprised of two parts:
 It polled 1,000 adult consumers (500 US/500 UK) who have/do read books on their
mobile phones
 It polled 2,000 adult consumers (1,000 US/1,000 UK) who have not/do not read
books on their mobile phones
The research was conducted in August 2014 and the findings presented at CONTEC
Frankfurt, 7th October 2014.

4. Findings from
Mobile Book Readers

5. Which of the following have you ever done
on your mobile phone?
5%
43%
44%
54%
82%
92%
6%
51%
44%
56%
76%
89%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Taken pictures
Played games
Internet banking
Read part of a book/ebook
Read part of a magazine article
None of the above/Not applicable
UK
US

6. What brand is your phone? (UK only*)
40%
28%
1%
7%
7%
2%
6%
2%
4%
2%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Apple iPhone
Samsung
LG
Nokia
HTC
Google
Sony
Blackberry
Other brand
Not Applicable
UK
*US data to be made available in the near future

7. How often do you/did you used to read books
on your mobile phone?
23%
30%
13%
18%
3%
12%
1%
14%
12%
14%
16%
6%
24%
13%
0% 5% 10% 15% 20% 25% 30% 35%
Once
Occasionally
Once a month
Couple of times a month
Once a week
More than twice a week
Every day
UK
US

8. How do your habits now compare to how often you
read books on your phone a year ago?
22%
21%
22%
30%
19%
19%
20%
9%
18%
20%
0% 5% 10% 15% 20% 25% 30% 35%
I read less on my phone now
than i did a year ago
I read the same amount on my phone
now as I did a year ago
I read a bit more on my mobile now
than I did a year ago
I read on my mobile much more often
now than I did a year ago
I didn't read on my mobile at all
a year ago, now I do
UK
US

9. What books do you/did you used to generally
read on your mobile? (UK only*)
5%
4%
7%
6%
8%
7%
10%
11%
13%
13%
12%
15%
19%
18%
20%
25%
27%
0% 5% 10% 15% 20% 25% 30%
Crime/Thriller
Biographies/Autobiographies
General fiction
Sci-Fi/fantasy
Romance fiction/erotic fiction
Humour
Travel
Horror
Literary fiction
Reference books
History
Other non-fiction
Self-improvement books
Other books
Poetry
Religion and spirituality
Business books
UK
*US data to be made available in the near future

10. What platforms or app do you/did you used to use for
reading books on your mobile? (UK only*)
6%
10%
9%
14%
31%
50%
0% 10% 20% 30% 40% 50% 60%
Kindle
iBooks
None/I don't use apps
or platforms to read
Other app
Kobo
Nook
UK
*US data to be made available in the near future

11. Do/did the books you read on your mobile phone differ from
what you read on other devices?
6%
3%
36%
54%
14%
21%
19%
46%
0% 10% 20% 30% 40% 50% 60%
No, the content I read on
all my devices is the same
Yes, I prefer shorter form
reading on my mobile phone
Not applicable
Yes, other
UK
US

12. Where do/did you read on your mobile? (UK only*)
9%
11%
21%
36%
47%
47%
0% 10% 20% 30% 40% 50%
On public transport
At home
On holiday
At work
In the bathroom
Other place
UK
*US data to be made available in the near future

13. How long do/did you spend reading a book on your
phone in one sitting?
13%
37%
29%
13%
8%
26%
40%
25%
6%
4%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
61+
46-60
31-45
16-30
0-15
Time (Minutes)
UK
US

14. Select the statement that best describes your
reading behaviour on your mobile
1%
46%
34%
9%
6%
4%
8%
15%
15%
17%
28%
17%
I have never finished a book on my mobile
I rarely read more than a section of books on my mobile
I read parts of books on mobile but
continue reading the book in print
I read parts of books on mobile but continue reading the
book on other devices such as e-readers and tablets
None of the above
0% 10% 20% 30% 40% 50%
I regularly read whole books on my mobile
UK
US

15. Would any of the following encourage you to read
more on your mobile phone?
24%
31%
11%
21%
23%
43%
45%
8%
47%
9%
8%
12%
20%
19%
26%
32%
0% 10% 20% 30% 40% 50%
Price promotions
None of the above
Improved overall reading experience
Free mobile phone content
bundling with physical books
Shorter content forms
Pay per chapter books
Platforms with better access and ease of use
Better proofreading/editing of ebooks
UK
US

16. Findings from
Non-mobile Book Readers

17. Why don't you read ebooks on your mobile phone
out of the following?
8%
15%
26%
22%
37%
21%
29%
38%
7%
12%
18%
25%
36%
42%
I don't find it convenient
The overall reading experience on mobile
is unpleasant and can be tricky
The platforms don't make mobile reading easy and accessible
I don't like using my mobile phone for long periods of time
None of the above
0% 10% 20% 30% 40% 50%
Ebooks are too long, I prefer shorter content forms like articles
I didn't know this was possible
UK
US

18. Which of the following would encourage you to read
more books on your mobile phone?
4%
22%
18%
13%
13%
13%
22%
52%
8%
12%
11%
16%
20%
48%
0% 10% 20% 30% 40% 50% 60%
None of the above
Improved overall reading experience
Price promotions
Shorter content forms
Free mobile phone content bundling with physical books
Platforms with better access and ease of use
Pay per chapter books
UK
US

19. Survey demographics

20. Gender
22%
78%
47%
53%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
Female
Male
UK
US

21. Age
25%
38%
17%
10%
9%
13%
12%
40%
23%
12%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
55+
45-54
35-44
25-34
18-24
Age (Years)
UK
US