Physical books still preferred by NZ families

Media release

1 March 2016

New Survey on Kiwi Kids’ Reading Habits

Physical books still preferred by NZ families

In an age beset by encroaching technology, New Zealand families still prefer traditional books over digital equivalents according to a new survey.

The Kellogg’s Kiwi Kids Reading Survey* looks at the reading habits of Kiwi families among people aged 25 to 50 with children.

Almost all (93%) parents who responded say their child prefers to read physical books rather than magazines, e-books and online books. A quarter say that buying new physical books is the best way to encourage their children to read.

However the price of new books is clearly a barrier for many Kiwi families. Nearly half of parents surveyed say they don’t buy new books more often as they are “too expensive” (43%). More than half say they buy new books only “a few times a year” (58%).

And yet three quarters of those who took part in the survey say their children are excited by new books on special occasions.

Conducted in conjunction with Variety – The Children’s Charity, the survey was commissioned by Kellogg’s New Zealand as part of its Free Books for Hungry Minds initiative* which will see 10,000 books gifted to Kiwi youngsters.

Variety CEO Lorraine Taylor says the luxury of buying new books for children is beyond reach for many families living in hardship.

“For many there is a real struggle to provide basic clothing, bedding and school equipment. However, the survey results confirm the cost of new books is not just an issue for low income families.

“It would be wonderful to increase access to physical books for all our Kiwi kids who love to read. Going to the library is a great option but we all remember that special childhood book we proudly wrote our name in and read over and over again,” says Ms Taylor.

Renowned New Zealand children’s author Joy Cowley is also closely involved in the initiative, participating in a special reading event at Cannons Creek yesterday (Monday February 29).

Ms Cowley says “there is certainly a lot to say for the emotional attachment to physical books – you really can’t beat the feel and smell of a new book.”

“But above all, it’s fantastic to see that reading is alive and well amongst kids in New Zealand and it’s still a priority for Kiwi families.”

Results

Other key results from the Kellogg’s survey show:

• More than half of those who took part say they find the best way to encourage their children to read is to read with them (53 %).

• Eight out of 10 respondents (79 %) say their children like to read a mix of both old and new stories with boys more likely to prefer reading new stories (24 % vs 12%).

• A quarter say that buying new books, or books their children request, is the best way to encourage them to read (25%).

• The top two reasons for favouring physical over digital books were that parents “preferred their children to have less screen time” (33%) and they liked the “tangible nature of traditional books” (24%).

• Nearly half of those who responded to the survey say they don’t buy books more often as they are too expensive (43%) with 26 % not buying books because they use public and / or school libraries.

• Encouragingly, 84 % of respondents say their children love to read for pleasure or at least occasionally read for pleasure.

10,000 books

Kellogg’s country manager Will Brockbank says 10,000 books will be given away in New Zealand as part of the Free Books for Hungry Minds promotion with more than 30 titles to choose from.

“Variety works with a large number of families across New Zealand, providing support to children who might otherwise go without the basic essentials. We have been keen to support the work Variety does in this area and the charity will benefit monetarily and with free books donated by people who take part in the promotion.”

To take part, people who buy any two specially marked Kellogg’s products receive a free book they can keep or give to a friend or to Variety. Titles include many perennial favourites including Alice’s Adventures in Wonderland, The Wonderful Wizard of Oz and the Jungle Book.

For more please visit: www.freebooks.kelloggs.com

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