Understanding Australian readers is the first major report in Australia to examine recreational reading from a behavioural science point of view.
The report is a collaboration between Australia Reads and Monash University’s BehaviourWorks Australia, and seeks to understand the drivers and barriers to reading amongst Australians (aged 16+).
Explore some of the report’s key takeaways below, and download the full report and Executive Summary via our website.
1. Understanding behaviours helps drive change
Behavioural science offers the Australian book sector industry useful insights into how and why people read – and what messaging is likely to be persuasive and effective to get people reading more books, more often. Understanding the barriers that people experience to recreational reading means we can design solutions to specifically overcome them.
2. Many Australians want to read more
Many people wish they read more – 54.9% of Readers and 49.8% of Non-Readers indicate they read less than they intend to. This signals an opportunity to explore ways to help people integrate reading into their lives more often and overcome the barriers that stand in their way.
3. Different readers, different approaches
Unsurprisingly, people read (or choose not to read) for different and complex reasons. Each Reader and Non-Reader segment identified by this report has distinct attitudes and behaviours around reading. Targeted approaches that address the specific barriers of each group are needed to encourage engagement with recreational reading. In other words, there’s no ‘one size fits all’ model to shifting reader behaviours, but there are similar barriers and opportunities that we can address.
4. Focus on infrequent readers to have the greatest impact
To increase reading rates on a national scale, the biggest opportunity for impact lies with what the report terms ‘Aspirational Readers’ – readers who currently read less frequently but express a desire to read more. Targeting this group should be a primary focus of intervention efforts. We need to shift our focus from speaking to Avid Readers (the converted!) and direct our efforts to occasional readers who have the potential and desire to read more.
5. The industry is getting it right for Avid Readers
The most active readers feel comfortable with reading, find it easy to choose a book they’ll love, and enjoy the browsing experience. Efforts to support their love of reading are working – they know where and how to find books, they take pleasure in the experience of reading, and they recommend books to others.
6. Finding books is an early barrier for some
Spending time discovering books and browsing is not a priority for Aspirational and Ambivalent Readers. You can’t read books if you haven’t found something to read, so changing attitudes towards browsing or making it easier for these segments to find books could reduce a significant barrier to recreational reading for these people. This may involve reframing this behaviour as an investment, or positioning it as a worthwhile activity in its own right.
7. Regular reading habits help
This research shows that people who have established a regular reading time are far more likely to read consistently. Encouraging people to carve out regular time for books and reading in their daily lives may be an effective strategy to engage more infrequent readers on a regular basis.
8. Sell the joys and comfort of reading
Comfort was one of the top emotions associated with reading, by most segments. At a time when other forms of entertainment are competing for people’s attention, the industry needs to send a strong public message reminding people of the comfort, relaxation, and pleasure that can come from a good book. This is especially pertinent for those Ambivalent Readers who are not opposed to reading per se, but need more convincing to get them over the line.
9. Make books more visible
Increasing the visibility of books in daily life can have a positive impact on reading participation. Having books in the home, schools, workplaces, and other public spaces leverages ‘availability bias’ to make reading easier to engage with and a ‘top of mind’ activity. Creating comfortable, dedicated reading spaces may also encourage increased participation in reading, by making it more appealing and accessible.
10. Encourage a range of formats
While the majority of those surveyed still preferred print books, exploring and encouraging alternatives to print formats could reduce barriers to reading in different contexts and times and could also increase accessibility. For example, encouraging people to listen to audiobooks while commuting or completing household tasks extends the amount of time someone can dedicate to reading, or it can be a means of engaging with books for those who have reading or comprehension difficulties, or impairments that may impede reading.
11. Take the pressure off
Industry messaging should highlight that reading habits change over time and that it’s normal to go through phases of reading more or less frequently. Exploring new genres or formats, or suggesting new ‘reader identities’ that fit someone’s current lifestyle may help to maintain reading engagement. There is also an opportunity to explore messages for different segments on how to ‘get back into reading’ after a decrease in frequency.
12. There are many ways to be ‘a reader’
While people may reduce their own leisure reading during busy life stages, such as caring for young children, the data suggests they increase the time spent reading to others, even if they do not define this as time spent reading. Showcasing examples of the different ways people can enjoy books, such as shared reading experiences or reading aloud opportunities, may help broaden the definition of what it is to be a reader, encouraging more people to engage.
13. Show how others are doing it
Modelling is an effective behavioural intervention to encourage reading participation. Sharing success stories of relatable people who have rediscovered reading or fit it into their busy schedules may help in showing others that it’s enjoyable and achievable.
14. Early reading experiences matter
Non-Reader segments report that early experiences with reading have a strong impact on subsequent reading behaviour. Those who couldn’t recall any positive reading experiences in the past were far more likely to not currently be engaged with reading, as well as also report a lack of interest in reading in the future. Early educators, parents, teachers and school librarians have a significant role to play in shaping future reader behaviours.
15. Social norms have a powerful influence
The more that the people around us value reading, the more likely we are to be a frequent reader, and feel positively about reading. When those around us visibly engage in reading or talk about its importance, it reinforces the social norm that reading is valuable and accepted. These messages are particularly impactful when received from people that we respect.