Qualtrics slides presentation
Survey Project
COM4310 Group 2
Dara Delcastillo Albany Arrage
Sofia Angel Nick Lacre
James Navar Valentina Meneses
Introduction
The research indicated that people aged 18-29 read often and found reading to be important. Fiction was the most popular genre choice among this age group and online resources are used most often to find books to read. There was a strong tendency for readers to read for entertainment AND learning purposes. Overall there was a strong indication among our research that people aged 18-29 consider reading to be important and read often even in an increasingly digital world as reading rates have declined in the United States and screen time prevails. Our group believes there is also a need for a escapism in a world where news seems to be increasingly negative which makes reading an outlet for this modern day stressor and could explain why reading rates among people aged 18-29 have dropped less than in other age groups.
Secondary Research
Reading rates across all age groups has declined, people aged 18-34 read 13.8 books on average in 2002-2016 and in 2021 this number dropped to 13.0 books on average. It is important to note that the number of books read on average for this age group has dropped the least compared to other age groups listed (Gallup, 2021). In other research found, younger americans below the age of 30 are reading more often than those above the age of 30, at minimum weekly or every day (Pew Research Center, 2014). There was a strong tendency to read for learning (26%), escapism (15%), and entertainment (12%) in those who had read a book in the last 12 months in a survey administered by the Pew Research Center, 2012.
Secondary Research
The secondary research mentioned previously, stating that a high number of people who read choose to read for not only learning and entertainment but for escapism, is in line with the fact that americans are turning away from the news more often due to an increased lack of trust and because of negative news stories; 36% of people specifically under age 35 state that they avoid the news because it causes a low mood (Reuters, 2022). Young people are also increasingly aware of screen time and are choosing to balance being online and investing in or continuing offline activities such as reading ( The University of Texas Austin, 2023).
Secondary Research
Our group believes that this need for escapism drives the need for entertainment in all forms, and in this case, making entertainment a main reason for why people read. Considering that a vast amount of those under age 30 feel this way according to research previously mentioned, it makes sense that many people aged 18-29 turn to reading for entertainment and learning, and in turn value this when reading and choosing books, read often, and would also consider reading to be important.
Methodology
Our group decided to focus on Americans aged 18-29, who have at minimum completed a high school education. The sample was determined by focusing on where the largest number of people aged 18-29 who have at minimum completed their high school education are usually located. They are most often located in college or metropolitan areas across the United States. The online survey was sent out to college students via WhatsApp, Snapchat, Instagram, and across internship networks where students are completing internships in metropolitan areas within the United States or are remote in the United States, which is where this population focus would be most prominent.
Analysis
Question 1: Respondents aged 18-29 with at minimum a high school education were asked if they believed reading to be important. In the pie chart depicted, 61.04% of respondents selected definitely yes, 28.57% selected mostly important, 6.49% selected neutral, 1.30% selected mostly not important, and 2.60% said reading was definitely not important.
Analysis
Question 1, cont.: This finding remains in line with what our group initially believed which is that most people aged 18-29 with at minimum a high school education believe that reading is important and value it even in a society that is increasingly digital and as reading rates decline in the United States. This could support the fact that people aged 18-29 read more often and more books than other age groups regardless of declining reading rates
Analysis
Question 2: Respondents aged 18-29 with at minimum a high school education were asked if they had read a book in the last 12 months. In the pie chart to the side, it is shown that 75.32% of respondents selected yes, 24.68% of respondents selected no.
Analysis
Question 2, cont.: Although there is a significant portion of people in this age group sampled that have not read a book in the last 12 months, more than half selected that they have. Which further supports what our group initially sought to support. Most people aged 18-29 with at minimum a high school diploma read often and still continue to value reading as a form of entertainment in a digital world.
Analysis
Question 3: Respondents aged 18-29 with at minimum a high school diploma were asked how often they read. 17.11% selected every day, 44.74% selected 1-2 times a week, 13.16% selected 3-4 times a week, 9.21% selected 5-6 times a week, 15.79% selected N/A I don’t read.
Analysis
Question 3, cont.: Although there is a large percentage of people that selected N/A I don’t read, the vast majority who do read, ranging from every day and the remaining answer choices add up to 84.22% which supports the idea that people aged 18-29 with at minimum a high school education are reading often and possibly reading more books than other age groups despite data showing that reading rates have declined across age groups in the U.S.
Analysis
Question 4: Respondents aged 18-29 with at min. a high school education
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Interpretation of findings