New Study On Kids' Reading In The Digital Age: The Number Of Kids Reading ebooks Has Nearly Doubled Since 2010 And Kids Who Read

  New Study On Kids' Reading In The Digital Age: The Number Of Kids Reading
  ebooks Has Nearly Doubled Since 2010 And Kids Who Read ebooks Are Reading
                           More... Especially Boys

Overwhelmingly Children Who Read eBooks Still Read Primarily Print Books for
Fun;

Half of Parents Say Their Child Does Not Spend Enough Time Reading Books that
Are Not Assigned for School

PR Newswire

NEW YORK, Jan. 14, 2013

NEW YORK, Jan. 14, 2013 /PRNewswire/ -- In the fourth edition of the Kids &
Family Reading Report^TM, a national survey released today, kids age 6-17 and
their parents share their views on reading in the increasingly digital
landscape and the influences that impact kids' reading frequency and attitudes
toward reading.

(Logo: http://photos.prnewswire.com/prnh/20100907/SCHOLASTICLOGO )

The study, a biannual report from Scholastic (NASDAQ: SCHL), the global
children's publishing, education and media company, and the Harrison Group, a
leading marketing and strategic research consulting firm, reports that:

  oThe percent of children who have read an ebook has almost doubled since
    2010 (25% vs. 46%).
  oHalf of children age 9-17 say they would read more books for fun if they
    had greater access to ebooks – a 50% increase since 2010.
  oOverall, about half of parents (49%) feel their children do not spend
    enough time reading books for fun – an increase from 2010 when 36% of
    parents were dissatisfied with time their child spent reading.
  oSeventy-two percent of parents show an interest in having their child read
    ebooks.

Findings reveal the potential for ebooks to motivate boys, who are more
commonly known to be reluctant readers, to read more.

  oOne in four boys who has read an ebook says he is now reading more books
    for fun.

eBooks may also be the key to transition moderately frequent readers (defined
as kids who read one to four days a week) to frequent readers (those who read
five to seven days a week).

  oMore than half (57%) of moderately frequent readers who have not read an
    ebook agree they would read more if they had greater access to ebooks.

Even so, the love of and consistent use of print books is evident among kids,
regardless of age.

  oEighty percent of kids who read ebooks still read books for fun primarily
    in print.
  oFifty-eight percent of kids age 9-17 say they will always want to read
    books printed on paper even though there are ebooks available (a slight
    decline from 66% in 2010), revealing the digital shift in children's
    reading that has begun.

"We are seeing that kids today are drawn to both print books and ebooks, yet
ereading seems to offer an exciting opportunity to attract and motivate boys
and reluctant readers to read more books," noted Francie Alexander, Chief
Academic Officer, Scholastic. "While many parents express concern over the
amount of time their child spends with technology, nearly half do not have a
preference of format for their child's books. The message is clear – parents
want to encourage more reading, no matter the medium."

The report also notes that the gender gap in reading frequency and attitudes
towards reading is narrowing; however, the narrowing of the gap is driven more
by decreases among girls than it is by increases in boys.

  oAmong girls since 2010, there has been a decline in frequent readers (42%
    vs. 36%), reading enjoyment (39% vs. 32% say they love reading), and the
    importance of reading books for fun (62% vs. 56% say it is extremely or
    very important).
  oAmong girls ages 12-17 there was an increase in the amount of time they
    spend visiting social networking sites and using their smartphones for
    going online.
  oAmong boys since 2010, there has been an increase in reading enjoyment
    (20% vs. 26% say they love reading), and importance of reading books for
    fun (39% vs. 47%). Reading frequency among boys has stayed steady, with
    32% being frequent readers.

"While highlighting opportunities, this report remains a call to action to
stay focused on increasing reading frequency among our children because the
more they read, the better readers they will become and the more they will
love it and continue to read," continued Alexander. "Literacy is a critical
doorway to success in both school and life, particularly as the digital world
increases access to information. Our children need to gain the skills learned
by reading, such as the ability to analyze, interpret and understand complex
texts and to separate fact from opinion."

The study also looked at the influences that impact kids' reading frequency,
and parents ranked extremely high. The report found that having a reading
role-model parent or a large book collection at home has a greater impact on
kids' reading frequency than does household income. Plus, building reading
into kids' daily schedules and regularly bringing home books for children
positively impacts kids' reading frequency.

Additional findings of note include:

  oKids say that ebooks are better than print books when they do not want
    their friends to know what they are reading, and when they are out and
    about/traveling.
  oPrint books are seen by kids as better for sharing with friends and
    reading at bedtime.
  oConsistent with the 2010 Kids & Family Reading Report, nine in ten kids
    say they are more likely to finish a book they choose themselves.
  oThirty-one percent of parents who have read an ebook say they personally
    read more books now than they read before starting to read ebooks.
  oThirty-two percent of parents say they are reading new kinds of books they
    never thought they would read, including children's books and teen
    fiction.

The study was conducted by Scholastic and managed by Harrison Group, a YouGov
Company. Survey data were collected by GfK, and the source of the survey
sample of 1,074 pairs of children age 6-17 and their parents was GfK's
nationally representative KnowledgePanel®.

To download the Kids & Family Reading Report and access audio sound bites,
visit www.scholastic.com/readingreport.

To learn more about Scholastic, visit our media room at
http://mediaroom.scholastic.com. To learn about our global literacy campaign,
visit www.scholastic.com/readeveryday.

Follow @Scholastic on Twitter for live data reveal today, Jan. 14 at 11 am
(EST) #KFRR

SOURCE Scholastic

Website: http://www.scholastic.com
Contact: Kyle Good, Scholastic, +1-212-343-4563, kgood@scholastic.com, or Sara
Sinek, Scholastic, +1-212-343-6899, ssinek@scholastic.com