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#NATIDIGITALIA survey about children, parents,(digital)books for childhood

Survey 2014Story-telling and story-selling. Digital kids between transmedia experiences and market trends Bologna Childrens Book Fair - 26 March 2014, 10.30 12.30 a.m., Centro servizi D, Sala Suite

Promoted by:In collaboration with:Partners

The SurveyUpdate and analysis of the 2013 survey The survey was distributed on line, in January and February 2014, and promoted through:

NewslettersFacebook pages, TwitterWeb sites, blogPress The survey was addressed to:

ParentsLibrarians

By February 28th:910 answers collected696 answers analyzed (excluded answers from librarians).

1) Parents attitude towards new technologies and reading, with particular regard to parents of pre-school aged kids (53.35% of the answers) and of those attending primary school (34.6%) 2) The inclination to let kids use new devices (ereaders, tablets, smartphones) for extra study purposes; the benefits and the issues according to parents 3) The relationship between reading printed and digital books, the sources of information, the sales channels of printed and digital books

4) Where and when kids and parents read together printed and digital booksThe aim of the survey was the analysis of:Aim of the Survey

69689%11%55%: 31 - 40 years oldAverage age: 39 years45% graduated40% >400 books at home1 kid: 46%2 kids: 43%The survey was distributed in February and March 2014 through an online questionnaire. The profile of the respondants is not representative of the attitudes of average Italian parents, but just of the most innovative part. Respondants Profile

Smartphone77%Tablet57%Pc (at home)88%Ereader22%

2014

34.6%used children digital books2013*

30.3% used children digital books * Survey #NATIDIGITALITrends in Digital Reading of Children Books Almost +5% the parents inclination to let kids read digital books: mostly apps, and ebooksFormats usually used by kids for reading:

Grade(Range 1-5)App4.11eBook2.25Online1.35

* Digital books: app, stories read on e-reader, tablet, smartphone72.6% reads everyday printed books16.1% reads everyday andat least once a week digital books*By kids age:Everyday: 79% (0-2 years old)83% (3-5 years old)71% (6-11 years old)38% (12-14 years old)

Everyday and at least once a week: 56% (0-2 years old)51% (3-5 years old)81% (6-11 years old)88% (12-14 years old)

Printed and Digital Books Reading

What do You Use for Digital Reading?TableteReaderSmartphoneComputer73%22%17%14%Value s in %

Where and How do You Read?Values in %Question 11: In which situation does your kid usually read print ed books? Question 25: In which situation does your kid usually read digital books? * Digital books: app, stories read on e-reader, tablet, smartphoneOccasions for reading printed books (and their benefits)Occasions for using digital devices (and their benefits) >Question 20 You think that digital reading for children* Digital books: ebook, app, other online formatsValues in %Reading Digital Books* A printed book is magic, tactile experience, encourages concentrationA digital book is handy, engaging, helps learning and independence>

A Digital Book* ShouldValues in % (max 4 answers)Question 26 According to you a digital book should* Digital books: ebook, app, other online formatsDigital books shouldThe editorial valueTechnologicaland multimedia value

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My Kid doesnt Read Digital Books BecauseQuestion 19 My kid doesnt read digital books because?There are few digital books.He/she is too young.We do other things with the iPad. We dont read.He/she is too young. We read printed books together.He/she is too young and destroys it (the tablet).He/she is too young to appreciate printed and digital books as well.He/she is too young. The tactile experience is too important.Its some distraction.

Why dont You Read Digital?Question 19 My kid doesnt read digital books because.* Digital books: e-book, app, other online formatsThe lack of occasions, no ownershipNo digital reading as a matter of principle Values in %

Reading Digital Books CanQuestion 20 You think that reading digital books canLose the pleasure of touching.Encourage the habit of staying too long in front of a screen.It can createproblems to sight.Its related to games.The tech side prevails.Its a different way to read, but As important and beautiful.I cant see substantialDifferences.Printed or digital is the same. What matters is the story.We dont think aboutIt.

Which Digital Books? Titles and CharactersQuestion 28 Suggest an example of a quality digital book

Question 13: Which sources do you mostly use to get a a printed book to read? Question 30 Which sources do you mostly use to get a digital book to read? * Digital books: app, stories read on e-reader, tablet, smartphone

Values in %How do I Get Information?Looking for printed books to read, I mostly use:Looking for digital books to read, I mostly use:

Question 33: How much do these aspects influence you when you purchase a digital book for children?* Digital books: ebook, app, other online formats Average grade valuesWhen purchasing digital books Im influenced by What Influences Your Purchase of Digital Books* ?

75%

(8.00-17.99)Printed booksApps59%

(1.00-4.99)23%: free38%:1-2.99 eBooks53%

(1.00-4.99)10%: free32%:3-4.99 What Price?Values in%Question 15 How much are you willing to pay for a printed book?, Question 34 How much are you willing to pay for a digital book? Question 55 How much are you willing to pay for a childrens app.

61%

Sometimes + OftenPrinted booksReading in Another Language?Digital books*55%

Sometimes + OftenValues in %Question 17: Have you ever purchased printed books in a foreign language?, Question 34: Have you ever purchased digital books in a foreign language?.* Digital books: ebook, app, other online formats

Thank you!

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