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Survey: Chinese still prefer print despite rise in digital media

By Jiang Xiaoling (Jiefang Daily)

17:03, August 12, 2011

Translated by Liu XIaoning, People's Daily Online

According to a new report, Shanghai citizens are increasingly choosing digital forms of reading, such as online reading or reading books via mobile phones.

The survey, released by the Shanghai Press and Publication Bureau yesterday, shows that the development of media technology has brought an unprecedented impact and change to people's reading patterns and reading content.

According to the report, Shanghai citizens have been spending less and less time reading print media. It also found that digital reading tends to be more for entertainment and light reading, while print media is still the first choice for intensive and in-depth reading.

The survey shows that most of the respondents feel that reading plays an increasingly important role in their daily lives. As for the means of achieving the best reading experience, nearly 80 percent of surveyed citizens still choose paper publications, while 14 percent and 10.5 percent people vote for online reading material and e-books, respectively.

When asked under what circumstances they prefer to read paper books or newspaper, nearly 20 percent responded that they prefer printed media when they need an intensive and in-depth read or when they are looking for an authoritative or academic paper.

According to the survey, a majority of the respondents acknowledged that they spend less time in traditional reading. Instead, the Internet has become an indispensable component of their daily life. More than 90 percent of the respondents said that they look for information from the Internet everyday.

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