Abstract:
The study evaluates how college students interact with different book formats. It addresses factors such as time and location to measure reading activity across printed books, e-readers, tablet devices and computer e-books. A survey of 603 college students measured factors within Niche Gratification Theory and provides a hierarchy of market strength that explains how the formats are being used. Printed books were found to have the best market strength, following by e-readers, tablet devices and computer e-books. The study also presents potential benefits of reading in each of those formats, offering reasons that students may enjoy or appreciate a format for specific purposes, such as using printed textbooks to study and take notes or an e-reader for relaxation. Results should inform the publishing industry on the status of e-books. Suggestions are given for adapting formats in light of the reading habits found here. Results suggest publishers should not make an immediate jump to e-books but should instead ease them into the marketplace slowly, as more people begin to use digital reading devices.
