National Youth Readership Survey 2009(Sponsored by National Book Trust, India)

May 18, 2009

47Mn

19Mn 7

Mn

3Mn

5Mn

3Mn

India

Bangladesh

PakistanIran

Brazil

Mexico

Philippines

5Mn

4MnVietnam

2Mn

Turkey

Potential surplus population in working age group (2020)

-10Mn

China

-6Mn

Russia

5Mn

Indonesia

1MnMalaysia

0Mn

Ireland

Israel0Mn

The Future Demographic Map

Iraq

2Mn

-1Mn

CzechRepublic

Note: Potential workforce surplus is calculated keeping the ratio of working population (age group 15 – 59) to total population constant and under the assumption that this ratio needs to be broadly constant to support economic growth. Therefore, India will have 47 Million more people in the working age group/total population by 2020 compared to today, while France will have a deficit of 3 Million people in the working age group compared to today.

Source: U.S. Census Bureau; BCG Analysis

4Mn

Egypt

-17MnUS

-2 MnUK

-2 Mn

Italy

-3 MnFrance-9 Mn Japan

-0.5 Mn

Australia

-3 MnSpain

-3 MnGermany

• In the era of fast changing world, youth as human capital has the ability to modify itself and other inputs.

• In 2020, an average Indian is expected to be only 29 years old, as against 37 years in China and the US, 45 years in West Europe and 48 years in Japan.

• While developed world is observing the higher rate of ageing, India will have 47 Million more people in the working age group population by 2020.

• In order to reap the benefits of this "demographic dividend" it is necessary that the knowledge and skill levels of our young population need to be at international standard.

Background

• Strong culture of reading and motivation is certainly equip youth to develop and maximize their potential to the fullest since reading is the one of most effective means of systematic development of the personality.

• In this context, National Book Trust (NBT), on its Golden Jubilee celebrations has proposed a “National Action Plan for the Readership Development among the Youth (NAPRDY).

• The first major step envisaged under the proposed NAPRDY is undertaking of a national survey among rural and urban youth across the country in terms of Readership Status, Pattern, Attitudes, etc.

Background…

Objectives of the Study

• To prepare a detailed demographic profile of Indian youth according to sex, age, level of education, occupation and other socio-economic characteristics;

• To study the usage pattern of various information sourcesboth print and electronic media in terms of accessibility, frequency, time spent, place of exposure, etc;

• To comprehend/assess the readership status, reading habits and preferences, with particular reference to voluntary leisure-reading among the youth;

• To identify and assess the role of motivational factors that influence reading habits and preferences;

• To understand the purpose behind and attitude towards reading among the youth and know how the two attributes shape their aspirations, perceptions and attainments;

Objectives…

• To ascertain the extent of awareness, interest and informedness among the youth about the various youth developmental programs; and to understand youth perception on important social and developmental issues;

• To study the aspirations and perceptions of the youth, their role in nation-building activities and their satisfaction levels and the challenges ahead;

• To assess the level of awareness about NBT initiatives towards creating a strong culture of reading and motivating the youth to become enthusiastic readers and also to know the youth perception in this endeavour.

Research Questions

• How often, how much and what Youth read?

• What are the types of reading materials used?

• What are their reading preferences and interests with regard to the reading subject matter?

• What are their purposes and motivations for reading?

• Do they read to acquire new skill and knowledge or to improve their present ones?

• What are their opinions and attitudes towards reading as a pastime activity?

• Does other sources of information (TV, Computer) affects reading habits?

Major Features of Study

Nature of the study:Nature of the study: Baseline studyBaseline study

Target population :Target population : Youth population of the countryYouth population of the country

Sample size: Sample size: 35,000 Youth35,000 Youth

Coverage: Coverage: All states and UTs, Rural and urbanAll states and UTs, Rural and urban

Subpopulations or special groupsSubpopulations or special groups

nn StateState--wise; Rural/Urban/Major Citieswise; Rural/Urban/Major Cities

nn Regional diversity (literacy, languages, etc)Regional diversity (literacy, languages, etc)

nn SocioSocio--economic groups (age, sex, education, economic groups (age, sex, education, occupation, etc)occupation, etc)

Duration:Duration: One year (April 2009 to March 2010)One year (April 2009 to March 2010)

Summary of Work Plan(April 2009-March 2010)

Activities Timeline

I. Preparatory Work• Conceptualisation• Review of literature• Development of survey instruments

April – 7th June, 09

II. Primary data collection• Training of trainers and investigators• Filed Supervision and back check

7th June – 15th Aug, 09

III. Data validation and consistency checks

15th Aug- 15th Sep, 09

IV. Data Analysis, Report writing and submission of draft report

15th Sept – Dec, 09

V. Finalisation of report, printing and dissemination of results

Jan-March, 2010

Concepts and Definitions

Defining Youth

• The definition of youth in any particular country are often based on the average age for marriage, parenthood, employment or voting. (Fahey and Gale, 2005)

• Youth is a demographic concept that has both biological and sociological aspects. Youth relates to an age group that is transiting between childhood and adulthood. (Atal, 2005)

• Sociologically it is a category, not a group; and this category may consist of several groups.

• No uniformity in definition of youth across countries.

Defining Youth

• Terms ‘Youth’ and ‘Young people’ used interchangeably. But UNICEF categorises ‘Young People’ in the age group between 12-24 years, while ‘Youth’ in the age bracket of 15-30 years. (Shuey, Elissa; UNICEF Report, 2oo4)

• The United Nations has defined Youth as the age group between 15 and 24. (Youth and Violent Conflict; UNDP, 2006)

• India’s National Youth Policy (2003) defined Youth as people in the age group bracket of 13-35 years.

• Further, NYP states that all the persons within this age group are unlikely to be one homogeneous group, but rather a conglomeration of sub-groups with differing social roles and requirements, and divided into two broad groups, 13-19 year (adolescent age group) and 20-35 years.

Reading and Reading Habits

• Reading is the art of interpreting printed and written words.

• Reading is one of the most effective means of systematic development of language and the personality.

• Reading habits of youth have been a matter of much interesting educator, parents, publishers, librarians and other stake-holders.

• Reading interests and reading habits is a life-long process which begins in the home, improves systematically in the school and is carried on in later life depending on individual’s social role and positioning.

An Exploratory Model for Reading Behaviour

B. Home VariablesB1 Variety of Reading Materials at HomeB2 Amount of Reading Materials at HomeB3 Home InfluenceB4 Parent Sibling Reading Model

A.Background Variables

A1 Residential areaA2 SexA3 AgeA4 EducationA5 SES

D.Intervening VariablesD1 Exposure to LanguageD2 Attitudes Toward ReadingD3 Attitudes Toward

Language

C. School VariablesC1 Variety of Reading Materials at SchoolC2 Amount of Reading Materials in SchoolC3 Availability of Reading AreasC4 Teacher/peer Influence

E. Reading Habit VariablesE1 Variety of Reading Materials E2 Acquisition of Reading Materials E3 Time Spent in Reading E4 Readiness to ReadE5 Value Attached to ReadingE6 The Degree of Habitualness in

Reading

What is Readership Research?

Readership research is a scientific process

in which readers’ perceptions, attitudes,

satisfaction, and expectations about a

publication are quantitatively collected and

analyzed for better decision making and

offering of the publication.

How much we know About Indian Youth and who provides the data?

• Total youth (13-35 years) population in the country is 390 Mn, 72% (282 Mn) are literate.

• 59% of literate youth are male.

• 41% of literate youth are in the age group of 13-19 years, 23% are in 20-24 years and 36% in 25-35 years. Not much difference for male and female.

• Little over 7% (21 Mn) of literate youth are Graduate+, 53% are 12th pass.

• 62% of graduate youth are male.

Indian Youth – Facts & Figures(Census 2001)

Growth in Youth Population (15-24 years)

Census year

Youth population (Million)

Share to total

population

Share of rural

Annual growth

1961 73 16.7% 80% -

1971 91 16.5% 76% 2.2%

1981 125 18.2% 73% 3.3%1991 154 18.3% 72% 2.1%2001 190 18.5% 69% 2.2%2020* 216 17.0% - 0.64%2050* 202 13.2% - - 0.22%

* Source: United Nations projection 1996 (Praveen Visaria, 1998)

Expenditure on Education(NSS Surveys, GOI)

Rural-Urban Differences(NSS Surveys, GOI)

Components of Education(NSS Surveys, GOI)

Components of Education

Monthly household expenditure (Rs.)

Annual growth

(%)Rural Urban

1993-94 2004-05 1993-94 2004-05 Rural UrbanBooks& Journal 8.9 12.6 21.3 21.7 3.2 0.2

Newspaper and periodicals 1.7 2.9 16.7 20.6 5.0 1.9

Library charges 0.2 0.1 0.6 0.1 -5.2 -13.1

Stationery article 7.2 14.9 15.5 21.8 6.8 3.1

Tuition fees 7.5 29.1 67.7 118.3 13.1 5.2

Private tutor 5.4 10.3 25.8 41.7 6.0 4.5

Others 6.1 2.8 13.7 5.5 -6.8 -8.0

Total (Education) 37.0 72.7 161.3 229.7 6.3 3.3

National Readership Survey

• NRS is bi-annual, first NRS was conducted in year 1977, latest round in 2006.

• The largest, most in-depth and syndicated study of media habits and product consumption in India.

• Coverage (2006): Sample of 2.74 lakh over 12 years age (2/3rd in urban) spread over 1153 towns and 5571 villages.

• Sampling frame: Electoral rolls

• Selection procedure: Random (systematic) selection of addresses, individuals in households

What we learned?

• National Readership Surveys

– Sampling frame

– Sample design and sample size for youth

• Census 2001

– Once in ten years, limited information and results are available in the form of table/CDs only at most district level

• NSS Surveys

– Purpose of survey

– Sample design and sample size for youth

– State level estimates

Proposed Survey Design Framework

Review of Worldwide Readership Research

• Current review covered 67 surveys from 52 countries

• Compares readership surveys on a number of key criteria:

• Defining readership

• Readership behaviour

• Readership Survey

• Method of interview

• Data capture method

• Interview length

• Sampling approach

• Readership questions

Method of Interview

• Face-to-Face is still the main interviewing methodology used (76%)

• Only 12% are using a telephone methodology and 12% self-completion to measure readership

Data Capture Method

Method % of surveys

Pen and paper 79%

Telephone 10%

CAPI/CASI 8%

Mixed 3%

Length of Interview

Duration % of surveys

50 minutes or more 39%

35 – 49 minutes 25%

20 – 34 minutes 24%

Under 20 minutes 6%

NA 6%

Sampling Approach

• Probability sampling methods are used by 60 out of 67 surveys

• Quota sampling methods are used by only a small minority

Major Features of Study

Nature of the study:Nature of the study: Baseline studyBaseline study

Target population :Target population : Youth population of the countryYouth population of the country

Sample size: Sample size: 35,000 Youth35,000 Youth

Coverage: Coverage: All states and UTs, Rural and urbanAll states and UTs, Rural and urban

Subpopulations or special groupsSubpopulations or special groups

nn StateState--wise; Rural/Urban/Major Citieswise; Rural/Urban/Major Cities

nn Regional diversity (literacy, languages, etc)Regional diversity (literacy, languages, etc)

nn SocioSocio--economic groups (age, sex, education, economic groups (age, sex, education, occupation, etc)occupation, etc)

Duration:Duration: One year (April 2008 to March 2009)One year (April 2008 to March 2009)

§ Unit of data collection: Individual Youth

§ Coverageq Survey of 35,000 Indian Youthq Covering all states and UTsq 1,100 urban wards (200 towns) q Spread over 500 villages (100 districts)

• Questionnaire based approachq One-on-One / Face-to-face interview

Sample Description

Distribution of Villages - Size (Census 2001)

Population No of villages % of total villages

Less than 200 92,541 15.6

200-500 127,054 21.4

501-1000 144,817 24.4

1001-2000 129,662 21.9

2001-5000 80,313 13.5

5001-1000 18,758 3.2

Total no of villages 593,154* 100.0

17% of villages account for 50% of rural population &

60% rural wealth

Remote villages

Distribution of Villages – Literacy level(Census 2001)

Range of Literacy (Percent)

No of villages % of total villages

Nil 3,077 0.5< 10% 8,664 1.5

10% - 25% 331,494 5.3

25% - 50% 162,727 27.4

50% - 75% 294,596 49.6

> 75% 93,055 15.7

Total no of villages 593,613 100.0

Problem of Sampling Frame

Country

State

DistrictTown

VillageUrban block

Individual Youth

• Information is not available for individuals at the site level.

• Need to select part of the districts within state.

• There is no information available on the youth at the lower levels in the sampling frame (e.g. Town or Village),

• Perform a census of the village and select youth.

Stages Rural Urban

First stage

Second stage

Third stage

Towns/Cities

Urban wards

Youth

Districts

Villages

Youth

Proposed Sample DesignThree-Stage Stratified Random Sampling Design

• Independently in each state• Number of districts in each state will be

allocated in the proportion of youth population in the state

• Stratification variables

• Share of 12th population (Census, 2001)

• District Development Index (NCAER)

• Number of strata: Range of stratification variables

• Method of selection: PPS to size of population

• Number of sample districts: at least2 per stratum

First Stage: Selection of Districts

Second Stage: Selection of Villages

• Independently in each sample district• Information used : Village population (Census 2001)• Method of selection: SRS • Number of sample villages per district: 2-6

Rural population of sample districts (in ‘lakh)

Number of sample villages

Less than 5 2

5 – 10 3

10 - 20 4

20 - 30 5

Over 30 6

• In each sample villages/urban block, a list of 200-300 persons (over years of age) will be prepared by door-to-door listing

• Major information collected• Individual’s name• Household size• Age • Sex • Education level• Activity status

Third Stage: Preparation of Sample frame and Selection of Youth

Mobile Computer Assisted Personal Interview (mCAPI)

• Improved data quality through integrated validation checks and controls

• Effective supervisory checks

• Better and faster information flow, shorter interview

• Faster data processing

• Centralized control, timely corrective actions

• More professional interview

• More interesting interview for respondent

Major Components of the Questionnaire

I. Identification Particulars of Sample PlaceII. Demographic Particulars of Respondent

• Age, Sex and Marital status• Details about education qualification starting from

highest degree• Name of degree• Year• Type of institution• Medium of instruction• Subject

• Perception on the quality of education

• Education level of parents • Highest education level in the household

Topical coverage

II. Respondent’s Particulars (Conti….)

• Activity status of respondent

• Activity status

• Location of workplace

• Type of enterprise in which engaged

• Type of job contract

• Eligible for paid leave

• Availability of any social security benefit

• Method of payment received

Topical coverage…

Topical coverage…

III. Household Particulars

• Demographics - Social groups, Religion, Household

composition, etc.

• Economic: Ownership status of the dwelling, Possession

of agricultural land, Primary source of income, Gross

income, expenditure, etc.

• Access of infrastructure: Reading room, Electricity,

Newspaper/magazines, TV, Radio, Compute, Cable,

mobile, CD player, Internet, etc.

Topical coverage…

III. Where youth gets information• Availability/Accessibility to mass media• Source of information (TV, radio, newspaper, magazines,

internet, books , local people, etc)• Utilisation pattern of information sources• Preference of information • Level of confidence in the channel of Information

IV. Exposure to public places• Library• Book fair• Exhibition• Conferences/workshop• Museum, Zoo, ….

V. Preference for Reading

• Reading preference of the youth

• Parents reading habit in leisure hours

• Average hours devoted to reading daily – Compulsory and Leisure

• Order of interest in reading of different materials;

• Reasons for reading

• Perception about type of activities promoting reading;

• Reading – frequency, with whom?, who encourage, who motivate, parents or teacher.

Topical coverage…

VI. Preference for Newspaper/Magazine

• Reading Preference of Newspaper

• Frequency of reading Newspaper

• Place where read

• Satisfaction about the contents of Newspaper

• Types of News items interested

• Level of information

• Scale of Newspaper stories interested on

• Reading Preference of Magazines

• Frequency of reading Magazines

• Types of Magazine read

• Place of reading Magazines

Topical coverage…

VII. Preference for Reading Books

• Types of book read

• Purpose of reading books

• Average time devoted to reading books

• Choice of place of reading leisure books (Home, school, college, work place, library, etc.)

• Sources of books read

• Factors considered while buying books

• Member of any library

• Frequency of using library facilities

• Factors hindering reading books

• Preference for books than other sources of information.

Topical coverage…

VIII. Preference for Radio/Television• Preference for Radio

• Frequency of listening Radio• Type of radio programs listened• Preference for radio programs• Place of listening radio programs

• Preference for Television• Types/kinds of TV programs watched• Three most favorite TV programs• Companions while watching TV programs

• Preference for Internet/E-Mail• Access of Internet• How long and duration of using internet• Purpose of using Internet• Perception of internet over other media

Topical coverage…

IX. Reading Habits

• Perception about Government Institutions and social organizations taking adequate steps to promote reading habits amongst the youth

• Perception of taking more steps needed for the promotion of effective reading habits

• Role of media in the promotion of reading habits

• Perception about reading skills

Topical coverage…

X. Perception/Awareness on programs/policy/social issue

• Politics and democracy• Social and family values, Indian customs and tradition• Contemporary World• National Youth Policy• Schemes for Youth• ……

XI. Perception about National Book Trust

Topical coverage…

Conclusion

• This study is to be the first of its kind in India which is aimed to provide an objective understanding of reading habits and preferences of Indian youth.

• Information and results will be authentic, based on data generated through national representative sample selected by adopting a scientific approach which is consistent with global practice in readership research.

• The outcome of study will be an important input for the various stakeholderssuch as publishing houses, educationists, academicians and policy makers to set achievable goals and work out priorities/action plans.

• Year 2009 may be a landmark year in the readership research in India. Expected to be continued process and able to put India at the forefront of readership research developments.

Thank You