KEY FINDINGS
WHO ARE THE PEOPLE READING ON MOBILE PHONES IN DEVELOPING COUNTRIES?
Survey data indicate that in absolute terms, male mobile readers vastly outnumber female mobile readers in the countries studied. However, women clearly dominate in terms of both frequency of app use and time spent reading. In terms of age, Worldreader Mobile users are young: the average survey respondent was 24 years old. Older people were notice- ably absent from the survey data. The survey respondents tended to be more highly educated than national averages in the countries studied. In addition, females in the survey were generally more highly educated than males.
WHY ARE PEOPLE READING ON THEIR MOBILE PHONES?
Convenience is the primary benefit of mobile reading. Convenience can also refer to the portability of electronic reading materials compared with paper versions. Affordability is the second reason why people chose to read on their mobile phones. The more books a mobile reader consumes, the more money he or she saves when compared with the cost of purchasing paper books.
WHAT ARE MOBILE READERS’ ATTITUDES TOWARDS READING?
Overall, the survey shows that people seem to enjoy reading more when they use mobile devices to access text. For respondents who already held positive attitudes towards reading in general, mobile reading reinforced and amplified those dispositions For people who disliked or hated reading prior to reading on their mobile phones, the experience tended to change their attitude towards reading for the better.
WHAT ARE THE READING HABITS OF MOBILE READERS?
Most mobile readers read more after adopting mobile reading. One of the most significant findings from this study is that a large proportion of mobile readers are reading books and stories to children from their mobile phones.
WHAT DO PEOPLE WANT TO READ ON THEIR MOBILE PHONES?
 Readers favour genres related to romance, education and religion. Many mobile readers are interested in content published in local languages or, to a lesser extent, by local authors One of the findings point to a need for more content at beginner reading levels.
WHAT ARE THE BARRIERS TO MOBILE READING?
Lack of content Problems with connectivity Cost of airtime
WHAT PREDICTS INTENTIONS TO READ ON MOBILE PHONES? 90% intended to spend more time reading on their mobile phones in the next year.
88 % planned to read on their mobile phones for pleasure or for work
85% intended to engage in mobile reading for a class