Abstract:
Purpose
The purpose of this study is to explore online and offline reading and determine the
differences between them while assessing the impact of the Internet and online environment
on individuals' reading behaviour.
Design/methodology/approach
This study followed a sequential mixed-method approach and employed both qualitative and
quantitative research methods. First, two focus groups were carried out to obtain a range of
opinions on the topic and identify unforeseen areas. Subsequently, an online survey was
applied to a representative sample of individuals from multiple countries.
Findings
People used different media for different purposes. They read a range of paper materials
throughout the day in various locations to gain knowledge, for pleasure, for mood change, to
escape, and out of obligation. They also read a range of online materials due to the
availability of a large choice, efficiency, accessibility, low cost, up-to-date nature, and
environmental considerations. The different media revealed different reading patterns. With
an increasing amount of time spent on reading online, a screen based reading behaviour is
emerging. Skim reading, scanning, and speed reading were evident while less time was spent
on in depth reading leading to less comprehension and content absorption/recall levels. There
was a lower attention span on online materials therefore less concentration was also
identified. Reduced relaxation levels were evident therefore the majority of individuals
printed online materials to read. Overall, the amount people read had increased over time due
to the vast amount of reading materials.
Research limitations/ implications
Online reading strategies and skills are required to address the identified impacts. Future
research can be extended to more scientific evidence to justify these findings. It would also
be fascinating to examine how new additions to online reading devices influence or alter the
online reading behaviour.
Originality/value
One of the few studies that analyses the impact of the online environment on individuals'
reading behaviour. In this sense, it provides a significant contribution to both academic
literature and practitioners.
