TRENDS IN READING HABITS

Ashita Dara Hemal Thakker Nivedita Talasila

1
 NMIMS UNIVERSITY
DEPARTMENT OF STATISTICS

This is to certify that

Ashita Dara
Hemal Thakker
Nivedita Talasila
Have successfully completed the project as per the
curriculum course for M.Sc. Statistics during the academic
year 2009-2010.

Dr. A. M. Bhagwat

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 ACKNOWLEDGEMENT

We would like to express our sincere gratitude to the key individuals who have helped &
supported us throughout our project.

We express our appreciation to Dr. A. M. Bhagwat [Director, C.B Patel Research

Center] for extending his support in every way possible over the course of our academic
stay at NMIMS.

Our deepest gratitude to Professor Leena Kulkarni, for guiding us at each step in
completion of this project work. She has been very kind and patient while helping us with
the outlines of our project and suggesting corrections as and when needed. And also to
Professor P.G. Patki, for always being there as a guiding force.

We would also thank our Institution NMIMS, School of Science and our faculty
members, helpful staff, for their support. We also extend our heartfelt thanks to our
family and well wishers.

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 INDEX

Contents Page No
Introduction……………………... 5
• Objective

Methodology……………………. 8
• Data Collection
• Duration
• Design

Newspaper………………………. 21
• Graphs
• Analysis

Magazines………………………. 29
• Graphs
• Analysis

Books…………………………… 36
• Graphs
• Analysis

Other Inferences………………… 41
Annexure………………………... 42
Questionnaire…………………… 49

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 INTRODUCTION

It is hard to believe how much the world has changed in the last 30 years ago. Three decades ago,
a day in the office involved poring over files and printed statistic pages that had been mailed from
another office. Today, a similar day would involve reading these same statistics from the screen
of a digital device such as a laptop or a handheld device. Thanks to the rapid evolution in
technology, modern business results and relationships are achieved differently. Today, people are
more likely to be concerned with acquiring essential iPhone parts or MacBook parts to their
respective device than they are with buying a new suit.

Internet has made real what in the 1970's that visionary of the communications Marshall
McLuhan (1911-1980) called the "Global Village".

The Internet is defined as the worldwide interconnection of individual networks operated by

government, industry, academia, and private parties. The Internet has made distances shorter and
the world smaller. Originally the Internet served to interconnect laboratories engaged in
government research, and since 1994 it has been expanded to serve millions of users and a
multitude of purposes in all parts of the world.

In a matter of very few years, the Internet has consolidated itself as a very powerful platform that
has changed the way we do business, and the way we communicate. The Internet, as no other
communication medium, has given an International or, if you prefer, a "Globalized" dimension to
the world. Internet has become the Universal source of information for millions of people, at
home, at school, and at work.

Some experts say that people are reading less than ever. In one sense that's true, at least for
certain forms of writing. However, you might be reading a lot more than you think. There are
more and more pieces of writing to read than ever before. However, the medium that we use to
read is evolving.

Reading is a task that we've historically associated with printed materials. Novels, textbooks,
reference manuals, magazines, newspapers, journals, articles, poems, short stories... all of these
great documents were historically printed and distributed on pieces of paper, bound or loose, for
centuries. The invention of the printing press rivals the impact of the steam engine on advancing

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our world and disseminating knowledge to the masses. Both of these inventions are hundreds of
years old.
New technologies have had an equally huge impact on our world in a much shorter time. Just
think of life without television, radio, and telecommunications: it almost seems impossible to
imagine our world without these conveniences. They've become a huge part of modern life and
many people spend hours each day using these media. Computers have grabbed a large slice of
our available time and energies. To top it all off, the Internet, the medium that allows us to access
the information playground that is the World Wide Web, has provided a whole new medium for
information exchange. Although printed media still commands significant sales, you can read
many of the same materials on-line via the World Wide Web. Books, traditional magazines, and
journals are now distributed electronically. Blogs and other information resources (e.g.
Wikipedia) are easily accessible, and searchable, on-line. There's plenty of material out there to
read on paper and on computer screens. Are we still reading as much as we used to?

Reading habits are typically measured by the number of minutes per day spent reading printed
materials. You can also measure these habits by numbers of pages, documents, or books over
time as well as the subject matter which is being read. A 2005 Canadian study by the Department
of Canadian Heritage, "Reading and Buying Books For Pleasure", compared the results of a
similar 1991 study (prior to the massive use of the Internet and the World Wide Web) to more
recent research. You might think that the proliferation of video games, new television channels,
and on-line games, along with Web surfing, might have had a negative impact on reading. The
Internet did have an impact on reading, but the results may be a bit of a surprise.

The World Wide Web has had a negative impact but only on certain kinds of reading. Internet
usage has had an impact on magazine and newspaper reading, as well as television watching.
However, the time spent reading books for pleasure has stayed constant during between the two
studies, although people are managing to read fewer books per year (from 24.4 books per year in
1991 to 16.6 books per year by 2005).

The reason lies in the realms of cost and distribution. Put simply, shorter writing is more easily
and more freely available over the Internet than longer documents like novels or non-fiction
books.

Look at any major magazine or periodical in India and you'll find a common attribute: they all
have an on-line presence. This is also true for many more specialized magazines with more
limited readerships: many magazines, newspapers, newsletters, and other periodicals are now
available on-line at any time for the cost of an Internet connection. In addition, many publications

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that were weekly or monthly in print form are updated much more frequently on the Web. You
can get more up-to-date information via periodical Web sites than their printed versions. Blogs
and on-line newsletters add to the availability of free information. The incentive to wait for, find,
and purchase printed periodicals diminishes every day.

Contrast this with books. There's no doubt that more and more books are being made available
on-line, but the volume and variety of on-line books is relatively small and limited compared to
their physical versions. Book publishers are not adopting on-line versions of their books with the
same speed and gusto as the periodical publishers. And, unless the books are already in the
public domain, publishers generally do not give away copies of new books for free. Just look at
Scholastic and J. K. Rowling as an example of how book publishers are not only pursuing printed
books, they are actively shunning on-line versions of their books. The Internet was abuzz with
rumors and "leaks" of the text of "Harry Potter and the Deathly Hallows" prior to its publication,
with the author asking the world-at-large to refrain from posting plot spoilers on the Internet.
There's no doubt that the way we read Web pages, and our on-line content preferences, have a
major impact on what we read, how long we read, and how attentively we read when on-line.
However, when you consider that much of the Web's content is words; people are still doing a
heck of a lot of reading. The biggest change is the media which we read, whereby computer
screens are capturing an increasingly large slice of total reading time.

The first advantage of online newspapers is its convenience to access. Not many print newspapers
are free to the readers but mostly online newspapers are. Therefore, numerous people can come
close to newspapers to update information. It is also convenient as the Internet has become a part
of modern life. Young people who spend most of their time on the Internet to study or to work are
likely to update news through the Internet than buying newspapers.

Objective:
Our main objective today was to determine the trend and observer the change in reading
habits in the diverse age groups over time, and how they are affected by the expansion of
technology, the amplified usage of the World Wide Web.

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 METHODOLOGY

Our research methodology required gathering relevant data and mining in order to analyze the
material and arrive at a more complete understanding of the reading habits of people in today’s
era. We hope to shed light on the following questions through our research:

1) What people of various age groups prefer to read?

2) How important were factors such as profession, qualification, mode of reading and hours read
in a day influencing their reading habits?

3) How frequently do they participate in the quizzes, polls etc and purchase commodities based
on the advertisements in newspapers and magazines?

Data Collection:

Data collection consisted of surveys and interviews with classmates, students, friends, teachers,
office colleagues as well as through social network. Initially, a pilot survey was conducted on 70
people to test the effectiveness of the questionnaire. Subsequently, a purposeful sample was
identified to participate in the second round of data collection. Multiple interviews were planned
with each participant in order to provide more in-depth data collection.

The goal was to interview at least 500 participants who embody a range of identity positions and
who come from different schools, professions and communities. We also ask people to respond to
an online questionnaire which we shared on the networking websites.

We randomly selected 705 respondents to fill up our questionnaire, which was stratified based on
gender (m/f), age groups (young, teens, middle aged, old aged) and profession (service, student,
business, retired, house wife).

Duration:

Over period of 45 days we collected the data of sample size 705 and started checking for
discrepancies. We created graphs and analyzed the data using Microsoft Excel and accomplished
it in 15 days.

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 DESIGN

CHI-SQUARE TEST

The chi-square (I) test is used to determine whether there is a significant difference between the
expected frequencies and the observed frequencies in one or more categories.

The chi-square test is always testing what scientists call the null hypothesis, which states that
there is no significant difference between the expected and observed result.

Chi Square can also be used to test differences between two or more actual samples.

The formula for calculating chi-square ( ) is:

That is, chi-square is the sum of the squared difference between observed (Fo) and the expected
(Fe) data, divided by the expected data in all possible categories.

Here's how to interpret the value:

1. Determine degrees of freedom (df). Degrees of freedom can be calculated as the number of
categories in the problem minus 1

2. Determine a relative standard to serve as the basis for accepting or rejecting the hypothesis.
The relative standard commonly used in biological research is p > 0.05. The p value is the
probability that the deviation of the observed from that expected is due to chance alone (no other
forces acting).

3. Refer to a chi-square distribution table .Using the appropriate degrees of 'freedom, locate the
value closest to your calculated chi-square in the table. Determine the closest p (probability)
value associated with your chi-square and degrees of freedom.

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Step-by-Step Procedure for Testing Your Hypothesis and Calculating Chi-Square:

1. State the hypothesis being tested and the predicted results. Gather the data by conducting the
proper experiment (or, if working genetics problems, use the data provided in the problem).

2. Determine the expected numbers for each observational class. Remember to use numbers, not
percentages.

3. Calculate using the formula. Complete all calculations to three significant digits. Round off
your answer to two significant digits.

4. Use the chi-square distribution table to determine significance of the value.

1. Determine degrees of freedom and locate the value in the appropriate column.
2. Locate the value closest to your calculated 2 on that degrees of freedom df row.
3. Move up the column to determine the p value.

5. State your conclusion in terms of your hypothesis.

a. If the p value for the calculated is p > 0.05, accept your hypothesis. 'The deviation is
small enough that chance alone accounts for it. A p value of 0.6, for example, means that
there is a 60% probability that any deviation from expected is due to chance only. This is
within the range of acceptable deviation.
b. If the p value for the calculated is p < 0.05, reject your hypothesis, and conclude that
some factor other than chance is operating for the deviation to be so great. For example, a
p value of 0.01 means that there is only a 1% chance that this deviation is due to chance
alone. Therefore, other factors must be involved.

Degrees of Freedom:

A value of X2 cannot be evaluated unless the number of degrees of freedom associated with it is
known. The number of degrees of freedom associated with any X2 may be easily computed.

If there is one independent variable, df = r - 1 where r is the number of levels of the independent
variable.

If there are two independent variables, df = (r - l) (s - l) where r and s are the number of levels of
the first and second independent variables, respectively.

If there are three independent variables, df = (r - l) (s - 1) (t - 1) where r, s, and t are the number of
levels of the first, second, and third independent variables, respectively.

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Assumptions:

Even though a nonparametric statistic does not require a normally distributed population, there
still are some restrictions regarding its use.

1. Representative sample (Random)

2. The data must be in frequency form (nominal data) or greater.

3. The individual observations must be independent of each other.

4. Sample size must be adequate. In a 2 x 2 table, Chi Square should not be used if n is less than
20. In a larger table, no expected value should be less than 1, and not more than 20% of the
variables can have expected values of less than 5.

5. Distribution basis must be decided on before the data is collected.

6. The sum of the observed frequencies must equal the sum of the expected frequencies.

Chi-square should not be calculated if the expected value in any category is less than 5.

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YATES’ CORRECTION FOR CONTINUITY

Yates' correction for continuity or Yates' chi-square test is used in certain situations when testing
for independence in a contingency table. It is required as a chi-square test has the assumption that
the discrete probability of observed frequencies can be approximated by the chi-squared
distribution, which is continuous.

Yates' Correction is typically used in analysis with 1 degree of freedom where expected
frequencies of less than 5 are found. This strategy subtracts 0.5 from the absolute difference (i.e.,
no negatives) between the observed and the expected for each cell (before they are squared and
divided by expected) during the chi square procedure. It is a more conservative statistic.

Oi = an observed frequency

Ei = an expected (theoretical) frequency, asserted by the null hypothesis

N = number of distinct events

As a short-cut, for a 2x2 table with the following entries:

S F

A a b NA

B c d NB

NS NF N

we can write

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 GRAPHICAL REPRESENTATION

Gender
Fema l e Male

49%
51%

The sample was quite evenly distributed among the gender. There were 51% Male respondents
and 49% of female respondents.

There were more number of respondents from the teen age group (69%) followed by the middle
aged (25%).

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 Profession
1%
7% 1%

39% Business
housewife
Retired
52%
Service
Student

Major part of the sample that like reading are from the Service profession (52%).

The respondents were majorly Graduates (46%) and Postgraduates (34%).

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 R e a d in g P r e f e r e n c e

39% 38%

Books
M a g a z i n es
N ew s p a p er
23%

The survey revealed that preference of smaple respondents reading newspapers, books and
magazines are almost equally divided.

Survey revealed that people still read printed books (67%). Perhaps, this trend is on account of
non-affordability of e-books which are more expensive than printed books.

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 R e a d in g P r e f e r e n c e - B y A g e G r o u p

Books M a ga zi n es N ew s p a p er

0 .0 0 %

1 6 .6 7 %

3 5 .8 4 %
3 9 .8 0 %
4 6 .8 1 %
6 0 .0 0 %

2 4 .9 1 % 1 0 0 .0 0 %
2 2 .7 3 %
1 4 .8 9 %
8 3 .3 3 %
1 0 .0 0 %

3 7 .4 7 % 3 9 .2 5 % 3 8 .3 0 %
3 0 .0 0 %

0 .0 0 %

16 - 25 26 - 35 36 - 45 46 - 60 5 - 15 61 a nd a bove

Survey displayed opposite preferences for Young (Books – 83.33%) and Old age (Newspaper –
100%)

R e a d in g P r e f e r e n c e s - B y P r o f e s s io n
B o o k s M a g a z i n e s N e w s p a p e r

3 6 .6 3 % 3 6 .1 3 %
4 0 .3 7 %

7 5 .0 0 %

2 0 .1 7 %
2 8 .7 1 % 1 0 0 .0 0 %
2 3 .6 8 %

0 .0 0 %
4 3 .7 0 %
3 4 .6 5 % 3 5 .9 5 %
2 5 .0 0 %

0 .0 0 %
B u s i n e s s h o u s e w i fe R E T I R E D S e r v i c e S tu d e n t

Retired (100%) and Housewife (75%) respondents in the survey showed preferences towards
reading newspaper while business people were indifferent among all the three choices

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 R e a d in g P r e f e r e n c e - B y Q u a lif ic a tio n
B o o ks M a ga zin es N ew s p a p er

7 .1 4 %

1 4 .2 9 %
4 0 .1 7 % 4 0 .0 0 % 3 9 .1 7 % 3 6 .8 4 %

2 2 .7 1 % 2 1 .4 8 % 2 2 .7 1 % 2 6 .3 2 %

7 8 .5 7 %

3 7 .1 2 % 3 8 .5 2 % 3 8 .1 3 % 3 6 .8 4 %

B elo w SSC G r a d u a ti o n H SC P o s t SSC

G r a d u a ti o n

Survey showed higher choices of reading books (78.57%) in case of respondents with educational
qualification below SSC.

The survey revealed that,out of the entire sample 60% of people read for less than 2 hours,
followed by 30% of people who read for 2-4 hours.Very few people read for 4 hours or more.

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The survey shows that less than 2 hours is mostly spent in reading by each age group. Majorly the
age group 16-25 read for less than 2 hours (39% approx).

In the Service Profession, people generally read for Less than 2 hours (35% approx).

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All respondents of different qualifications read for less than 2 hours and majorly the Graduates
read for less than 2 hours (31% approx).

Hours spent on Internet

7%
29%
2-4 hours
40% 4 hours or more
Less than 2 hours
24%
None

The survey revealed that 40% of the people use internet for less than 2 hours.29% of people use
for 2-4 hours followed by 24% of people who use for more than 4 hours.

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 Profession Requiring to Read
No Yes

264

212

105
64
39
11 4 2 4

Business Housewife Retired Service Student

The survey revealed that the respondents who are in service (37% approx) or students (30%) are
the ones who read on daily basis as their profession requires them to read.

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21
 GRAPHICAL REPRESENTATION

The survey shows that most people read their newspapers in English (72%) and very few
people read the papers in the other regional languages

Mode of Reading - By Age Group

middle aged old aged teenage

175
159

65
37
25 25 16

Both Online Print media

In newspapers, teenagers (35% approx) prefer reading their papers in both print and online media.
Print media is most preferred by all age groups as it is the easiest and the most comfortable way
for most of them.

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 Mode of Reading - By Profession
Both Online Print media

143
117

78 75

17 23 19
8 12 2 4 4

Business housewife Retired Service Student

Service people (28% approx) and students (15% approx) are the ones who prefer reading their
papers online or in print. Out of which print media is most preferred.

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 Of all the respondents who read the headlines section majority of the people (68%) preferred
reading it first.

Of all the respondents who read the sports section majority of the people (37%) preferred reading
it second.

Of all the respondents who read the cartoons/puzzles section majority of the people (34%)
preferred reading it third.

Of all the respondents who read the classifieds section majority of the people (46%) preferred
reading it fourth.

Of all the respondents who read the readers’ opinion and travel sections majority of the people
(52% each) preferred reading it the last.

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 Purchase - By Age Group
middle aged old aged teenage

195

136

63
47
28
17 8
6 2

Never Often Rarely

Generally, the purchase of commodities in the teenage group (39% approx) is rarely based on
advertisements.

Purchase - By Profession
Never Often Rarely

158

98
87
71

27
12 6 19 14
4 2 4

Business housewife Retired Service Student

The purchase of commodities by service people (31%) also is rarely based on advertisements.

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 ANALYSIS OF DATA

1. Testing independence between the age group and hours read in a day:

H0: The two attributes age group and hours read in a day are independent

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 5.31 tabulated = (0.05,4) = 9.48

Therefore, we fail to reject H0 at 5% Level of significance and hence we conclude that the age
group and number of hours spent in a day for reading newspaper are independent

2. Testing independence between the age group and preference of mode of reading:

H0: The two attributes age group and preference of mode of reading are independent

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 38.24 tabulated = (0.05,4) = 9.48

Therefore, we reject H0 at 5% level of significance and hence we conclude that the age group
and preference of mode of reading for newspaper are not independent

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3. Testing independence between the profession and preference of mode of reading:

H0: The two attributes profession and preference of mode of reading are independent

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 9.54 tabulated = (0.05,4) = 15.51

Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the
profession and number of preference of mode of reading for newspaper are independent

4. Testing independence between the age group and frequency of purchase of

commodities based on advertisements in the newspaper:

H0: The two attributes age group and frequency of purchase of commodities based on
advertisements in the newspaper

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 2.91 tabulated = (0.05,6) = 9.49

Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the age
group and frequency of purchase of commodities based on advertisements in the newspaper
are independent.

27
5. Testing independence between the profession and frequency of purchase of
commodities based on advertisements in the newspaper:

H0: The two attributes profession and frequency of purchase of commodities based on
advertisements in the newspaper

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 7.90 tabulated = (0.05,6) = 15.51

Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the
profession and frequency of purchase of commodities based on advertisements in the
newspaper are independent.

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29
 GRAPHICAL REPRESENTATION

M o d e of R ead in g - By A ge G ro u p
P r i n t m ed i a Bo th O nline

Yo u n g 2
2
86
Teen a ge 107
12
2
o l d a ged

25
m i d d l e a ged 55

As noticed in newspapers, even here teenagers (21%) and middle-aged (11%) prefer reading the
magazines in either print media or online but more preference is given to print media that is more
affordable.

Mode of Reading - By Profession

Student Service Busi nes s

44
Pri nt medi a 55
14

44
Both 105
15

8
Onl ine 6

The respondents of the Service profession (21%) prefer reading the magazines in either print or
media or online.

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Most of the people read magazines related to entertainment (31%) followed by fashion (23%).

Purchase - By Age Group

Never Often Rarely

106

80

43
22 19
15
2 4

middle aged old aged Teenage Young

Generally, the purchase of commodities in the teenage group (21%) is rarely based on
advertisements.

31
 Purchase - By Profession
Business Service Student

80
68
55

26
18 20
15
8
1

Never Often Rarely

The purchase of commodities by service (16%) and students (11%) is rarely based on
advertisements.

32
 ANALYSIS OF DATA

6. Testing independence between the age group and hours read in a day:

H0: The two attributes age group and hours read in a day are independent

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 5.63 tabulated = (0.05,6) = 12.59

Therefore, we fail to reject H0 at 5% Level of significance and hence we conclude that the age
group and number of hours spent in a day for reading magazines are independent

7. Testing independence between the age group and preference of mode of reading:

H0: The two attributes age group and preference of mode of reading are independent

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 19.49 tabulated = (0.05,6) = 12.59

Therefore, we reject H0 at 5% level of significance and hence we conclude that the age group
and preference of mode of reading for magazines are not independent

33
8. Testing independence between the profession and preference of mode of reading:

H0: The two attributes profession and preference of mode of reading are independent

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 8.41 tabulated = (0.05,4) = 9.49

Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the
profession and number of preference of mode of reading for magazines are independent

9. Testing independence between the age group and frequency of purchase of

commodities based on advertisements in the magazines:

H0: The two attributes age group and frequency of purchase of commodities based on
advertisements in the magazines

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 7.64 tabulated = (0.05,6) = 12.59

Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the age
group and frequency of purchase of commodities based on advertisements in the magazines
are independent.

34
10. Testing independence between the profession and frequency of purchase of
commodities based on advertisements in the magazines:

H0: The two attributes profession and frequency of purchase of commodities based on
advertisements in the magazines

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 7.33 tabulated = (0.05,4) = 9.49

Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the
profession and frequency of purchase of commodities based on advertisements in the
magazines are independent.

35
36
 GRAPHICAL REPRESENTATION

Survey revealed that people still read printed books. Irrespective of age, people still prefer
reading printed books. Majorly the teenage (41%) prefer reading in print media.

People of all professions prefer reading print media. Majorly the service (31%) and students
(26%).Students and service people also read e-books.

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 Kind of Books

10% 5%
9% Children (Kids and Pre teen)

5% Hobbies
21% Travel
Fiction
Management
13% 37% Non – Fiction

Self Help

Of the people surveyed indicated a preference for fiction books (37%). This preference was
followed by non-fiction books (21%).

Travel and hobbies scored low over self-help and management.

The survey reveals that most people are not very biased towards foreign or Indian authors and
prefer reading both (63%).

38
 ANALYSIS OF DATA

11. Testing independence between the age group and hours read in a day:

H0: The two attributes age group and hours read in a day are independent

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 13.79 tabulated = (0.05,6) = 12.59

Therefore, we reject H0 at 5% Level of significance and hence we conclude that the age group
and number of hours spent in a day for reading magazines are not independent

12. Testing independence between the age group and preference of mode of reading:

H0: The two attributes age group and preference of mode of reading are independent

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 11.90 tabulated = (0.05,6) = 12.59

Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the age
group and preference of mode of reading for magazines are independent

39
13. Testing independence between the profession and preference of mode of reading:

H0: The two attributes profession and preference of mode of reading are independent

H1: Not H0

Test statistic:

Our decision criterion would be to reject H0 is calculated is greater than tabulated

calculated = 6.20 tabulated = (0.05,6) = 12.59

Therefore, we fail to reject H0 at 5% level of significance and hence we conclude that the
profession and number of preference of mode of reading for magazines are independent

40
 OTHER INFERENCES

1. Survey revealed that majority of the respondents (92% approx) travelled for 0-3 hours
each day.

2. Out of the total respondents who prefer reading newspaper around 75% subscribe for
their newspaper on monthly basis or otherwise.

3. Around 50% of the total respondents who prefer newspaper read it during the early start
of the day.

4. Greater percentage of respondents got the news updates from Internet (54%) followed by
Television (25%).

5. Majority of respondents (55% approx) preferring newspaper do not participate in polls,

quizzes, etc. However, around 25% of these respondents who do participate in quizzes.

6. Around 48% of the total respondents reading magazines, purchase their copies on
monthly basis of which 40% buy from stalls.

7. The main criterion for most of the respondents ( approx 58%) for reading the magazines
is their subject of interest.

8. Similar to our observations for newspaper, majority of respondents (55% approx)

preferring magazine never or rarely participate in polls, quizzes, etc.

9. Most of the respondents (approx 67%) who read books prefer to buy them and their
language preference is English.

10. Majority of the total respondents (66% approx) read their books at their convenience.

41
 ANNEXURE (Analysis tables)

1. Testing independence between the age group and hours read in a day for
newspaper:

Observed Hours spent on Reading

Age Group 2 - 4 hours 4 hours or more Less than 2 hours Grand Total
Middle aged 32 12 83 127
Old aged 2 0 14 16
Teenage 117 32 210 359
Grand Total 151 44 307 502

Expected Hours spent on Reading

Age Group 2 - 4 hours 4 hours or more Less than 2 hours Grand Total
Middle aged 38.20 11.13 77.67 127
Old aged 4.81 1.40 9.78 16
Teenage 107.99 31.47 219.55 359
Grand Total 151 44 307 502

2. Testing independence between the age group and preference of mode of reading for
newspaper:

Observed Mode of Reading

Age Group Both Online Print media Grand Total
Middle aged 65 25 37 127
Old aged 0 0 16 16
Teenage 175 25 159 359
Grand Total 240 50 212 502

Expected Mode of Reading

Age Group Both Online Print media Grand Total
Middle aged 60.72 12.65 53.63 127
Old aged 7.65 1.59 6.76 16
Teenage 171.63 35.76 151.61 359
Grand Total 240 50 212 502

42
3. Testing independence between the profession and preference of mode of reading for
newspaper:

Observed Mode of Reading

Profession Both Online Print media Grand Total
Business 17 8 12 37
Housewife 2 0 4 6
Retired 0 0 4 4
Service 143 23 117 283
Student 78 19 75 172
Grand Total 240 50 212 502

Expected Mode of Reading

Profession Both Online Print media Grand Total
Business 17.69 3.69 15.63 37
Housewife 2.87 0.60 2.53 6
Retired 1.91 0.40 1.69 4
Service 135.30 28.19 119.51 283
Student 82.23 17.13 72.64 172
Grand Total 240 50 212 502

4. Testing independence between the age group and frequency of purchase of

commodities based on advertisements in the newspaper:

Observed Frequency of Purchase

Age Group Never Often Rarely Grand Total
Middle aged 47 17 63 127
Old aged 6 2 8 16
Teenage 136 28 195 359
Grand Total 189 47 266 502

Expected Frequency of Purchase

Age Group Never Often Rarely Grand Total
Middle aged 47.81 11.89 67.29 127
Old aged 6.02 1.50 8.48 16
Teenage 135.16 33.61 190.23 359
Grand Total 189 47 266 502

43
5. Testing independence between the profession and frequency of purchase of
commodities based on advertisements in the newspaper:

Observed Frequency of Purchase

Profession Never Often Rarely Grand Total
Business 12 6 19 37
Housewife 4 0 2 6
Retired 4 0 0 4
Service 98 27 158 283
Student 71 14 87 172
Grand Total 189 47 266 502

Expected Frequency of Purchase

Profession Never Often Rarely Grand Total
Business 13.93 3.46 19.61 37
Housewife 2.26 0.56 3.18 6
Retired 1.51 0.37 2.12 4
Service 106.55 26.50 149.96 283
Student 64.76 16.10 91.14 172
Grand Total 189 47 266 502

6. Testing independence between the age group and hours read in a day for
magazines:

Observed Hours spent on Reading

Age Group 2 - 4 hours 4 hours or more Less than 2 hours Grand Total
Middle aged 22 4 54 80
Old aged 2 0 0 2
Teenage 55 26 124 205
Young 2 0 2 4
Grand Total 81 30 180 291

Expected Hours spent on Reading

Age Group 2 - 4 hours 4 hours or more Less than 2 hours Grand Total
Middle aged 22.27 8.25 49.48 80
Old aged 0.56 0.21 1.24 2
Teenage 57.06 21.13 126.80 205
Young 1.11 0.41 2.47 4
Grand Total 81 30 180 291

44
7. Testing independence between the age group and preference of mode of reading for
magazines:

Observed Mode of Reading

Age Group Online Both Print media Grand Total
Middle aged 0 55 25 80
Old aged 0 0 2 2
Teenage 12 107 86 205
Young 2 2 0 4
Grand Total 14 164 113 291

Expected Mode of Reading

Age Group Online Both Print media Grand Total
Middle aged 3.85 45.09 31.07 80
Old aged 0.10 1.13 0.78 2
Teenage 9.86 115.53 79.60 205
Young 0.19 2.25 1.55 4
Grand Total 14 164 113 291

8. Testing independence between the profession and preference of mode of reading for
magazines:

Observed Mode of Reading

Profession Online Both Print media Grand Total
Business 0 15 14 29
Service 6 105 55 166
Student 8 44 44 96
Grand Total 14 164 113 291

Expected Mode of Reading

Profession Online Both Print media Grand Total
Business 1.40 16.34 11.26 29
Service 7.99 93.55 64.46 166
Student 4.62 54.10 37.28 96
Grand Total 14 164 113 291

45
9. Testing independence between the age group and frequency of purchase of
commodities based on advertisements in the magazines:

Observed Frequency of Purchase

Age Group Never Often Rarely Grand Total
Middle aged 22 15 43 80
Old aged 0 0 2 2
Teenage 80 19 106 205
Young 0 0 4 4
Grand Total 102 34 155 291

Expected Frequency of Purchase

Age Group Never Often Rarely Grand Total
Middle aged 28.04 9.35 42.61 80
Old aged 0.70 0.23 1.07 2
Teenage 71.86 23.95 109.19 205
Young 1.40 0.47 2.13 4
Grand Total 102 34 155 291

10. Testing independence between the profession and frequency of purchase of

commodities based on advertisements in the magazines:

Observed Frequency of Purchase

Profession Never Often Rarely Grand Total
Business 8 1 20 29
Service 68 18 80 166
Student 26 15 55 96
Grand Total 102 34 155 291

Expected Frequency of Purchase

Profession Never Often Rarely Grand Total
Business 10.16 3.39 15.45 29
Service 58.19 19.40 88.42 166
Student 33.65 11.22 51.13 96
Grand Total 102 34 155 291

46
11. Testing independence between the age group and hours read in a day for books:

Observed Hours spent on Reading

Age Group 2 - 4 hours 4 hours or more Less than 2 hours Grand Total
Middle aged 41 12 80 133
Old aged 4 0 2 6
Teenage 135 48 155 338
Young 4 0 16 20
Grand Total 184 60 253 497

Expected Hours spent on Reading

Age Group 2 - 4 hours 4 hours or more Less than 2 hours Grand Total
Middle aged 49.24 16.06 67.70 133
Old aged 2.22 0.72 3.05 6
Teenage 125.13 40.80 172.06 338
Young 7.40 2.41 10.18 20
Grand Total 184 60 253 497

12. Testing independence between the age group and preference of mode of reading for
books:

Observed Mode of Reading

Age Group Both E - books Print media Grand Total
Middle aged 47 13 73 133
Old aged 0 0 6 6
Teenage 119 16 203 338
Young 2 0 18 20
Grand Total 168 29 300 497

Expected Mode of Reading

Age Group Both E - books Print media Grand Total
Middle aged 44.96 7.76 80.28 133
Old aged 2.03 0.35 3.62 6
Teenage 114.25 19.72 204.02 338
Young 6.76 1.17 12.07 20
Grand Total 168 29 300 497

47
13. Testing independence between the profession and preference of mode of reading:

Observed Mode of Reading

Row Labels Both E - books Print media Grand Total
Business 18 0 17 35
Housewife 0 0 2 2
Service 83 15 154 252
Student 67 14 127 208
Grand Total 168 29 300 497

Expected Mode of Reading

Row Labels Both E - books Print media Grand Total
Business 11.83 2.04 21.13 35
Housewife 0.68 0.12 1.21 2
Service 85.18 14.70 152.11 252
Student 70.31 12.14 125.55 208
Grand Total 168 29 300 497

48
 QUESTIONNAIRE
We, the students of NMIMS UNIVERSITY, are taking a survey on the reading trends of today. Kindly spare us a
few moments and fill the following questionnaire to the best of your knowledge.

Objective: To study the trend of reading habits in various age groups and the effect of modern technology on
media sources of published information.

1. Gender: Male Female

2. Age Group: 5 – 15 16 - 25 26 - 35
36-45 46 – 60 60 and above

3. Profession: Student Service Business

Other ___________________________________ (please specify)

4. Place where you reside:

_________________________________________________

5. Educational Qualification:

Below SSC SSC HSC

Graduation Post Graduation

Please specify any other -

_____________________________________________
6. Do you read?

Yes No

7. How long do you read (online/print) in a day?

Less than 2 hours

2 - 4 hours

4 hours or more

49
8. What do you prefer reading? (multiple choice)

Newspapers Magazines Books

9. Do you use the internet?

Yes No

10. How many hours do you spend on surfing the internet in a day?

Less than 2 hours

2 - 4 hours

4 hours or more

11. Does your profession involve of reading?

Yes No

12. How many hours do you spend in traveling each day?

Less than 1 hour 1 – 3 hours

3 – 5 hours more than 5 hours

For Newspapers:

13. Which paper do you read daily? (Please specify the name of your preference)
(please tick only one)

English ______________________________________

Hindi _______________________________________

Marathi _______________________________________

Other _________________________________________

14. What mode of reading to prefer the most? (please tick one only )

Print media Online Both

50
15. If Print Media, then, by what means do you get or buy your news paper(s)?
(please tick one only )

Subscription (monthly or otherwise) Buy from stalls Other

16. Please rank according to your preference.

CATEGORY/RANK 1st 2nd 3rd 4th 5th Do not
read
Headlines
Editorial
Business
Sports
International News
Entertainment/ Page 3
Classifieds
Cartoon/Puzzles
Health
Self- help
Horoscope
Review’s (movie’s/book’s)
Reader’s opinion (views)
Science tech
Travel

17. When do you read your newspaper(s) [please tick the most preferred time]?

Early morning Breakfast In the evening

while traveling In the afternoon In the night

18. Besides the newspaper, do you also get the news from other sources like (multiple choice):
Internet Television

Radio Message services (Vodafone news update, etc.)

Other ____________________________________________

51
19. Do you participate in the following? (Tick the ones you have participated in)
Polls Quizzes

Editorials (feed back) Ask Experts (for any given problem)

Submitting articles None

20. How often do you participate?

Often Rarely Never

21. How often do you purchase commodities based on advertisements in the newspaper(s)?
Often Rarely Never

For Magazines:

22. What kind of magazines do you prefer to read? (please tick only one)

Entertainment Fashion

News Sports

Home/ Décor Hobbies

Cartoon/Tinkle IT

General (E.g. Readers Digest) Science/ Nature

23. What mode of reading to prefer the most? (please tick only one)

Print media Online Both

24. Name the Magazine(s) you like to read?

___________________________________________________________________________

52
25. How frequently do your get/purchase them? (please tick only one)

Weekly Fortnightly

Monthly Quarterly

Yearly

26. By what means do you get or buy your magazine(s)? (please tick only one)

Subscription (monthly or otherwise)

Buy from stalls

Online (subscription/free)

Circulating Library

27. What is the main criterion for you to select a magazine? (please tick only one)

Glossy Cover

Catchy Headlines on the cover

Subject of Interest

To update yourself on the latest

Other

28. Do you participate in the following? (Tick the ones you have participated in)

Polls Quizzes

Editorials (feed back) Ask Experts (for any given problem)

Submitting articles All the above

None

53
29. How often do you participate?

Often Rarely Never

30. How often do you purchase commodities based on advertisements in the magazine(s)?

Often Rarely Never

For Books:

31. What kind of books do you read?

Fiction Non – Fiction

Self Help Hobbies

Travel Management

Children (Kids and Pre teen)

32. What mode of reading to prefer the most? (please tick only one)

Print media E – books Both

33. How do you get a hold of your book?

Buy Borrow (from friends)

Rent (library’s)

34. In which language do you prefer to read? (please tick only one)

English Hindi

Marathi Other _______________________

54
35. When do you read the most? (please tick only one)

Morning While traveling Before sleeping Weekends

At your convenience

36. Which authors do you prefer?

Indian Foreign Both

55
THANK YOU !!!

56