Smartphones are dramatically ahead of tablets when it comes to time spent reading books, according to a new study which tracks usage of the 1 billion smart devices now active in the world.
According to mobile app researcher Flurry, almost 90% of time spent reading books on these devices is done using smartphones.
This finding is doubly surprising. Not only is phone-reading very high in total terms, it’s high when compared to tablet market share.
I’m sure that most people, like me, would expect that tablet users (which include the iPad and Kindle Fire) would be over-represented in reading books, while smaller-screen smartphone users would be under-represented.
In fact, the opposite is true, according to Flurry’s findings. As these charts show, while tablets account for 18% of overall usage, they only account for 10% of book reading.
Smartphones, on the other hand, deliver 79% of active user sessions but 88% of book reading.
(The missing 2-3% is for the group of devices referred to as ‘Phablets’ — phones with over-sized screens, the best-known example of which is the Samsung Note.)
I think there are probably a couple of key things behind these numbers.
- A lot of hard-core ebook readers would do their ‘large-screen’ reading on dedicated ebook readers like the black-and-white Kindles. These devices aren’t tracked by this study, and the hard-core readers they attract do a disproportionate amount of reading.
- Flurry tracks users worldwide, so results might better reflect emerging market usage trends, rather than the skew we see in most research to North America and key developed markets.
- Perhaps it shows that more ebook reading than we think is taking place in short bursts on-the-go, in places such as cafes, queues, and commuting — ‘snacking’ to borrow the mobile advertising industry’s latest buzzword.
Whatever the impact these factors are having, the overall picture from this study points to a need for publishers to take their potential smartphone audience more seriously.
Martin Taylor (@nztaylor) has been involved in the publishing, technology and internet fields for more than 20 years. He operates a digital publishing consultancy and founded the Digital Publishing Forum, an initiative to accelerate the development of digital publishing in New Zealand. In a former life, he published technology and business magazines.