Presented by:
Patrick Fyock - Ron Lee
Bicky Prajapati - Natalie Soper
Thai readership:
Motivations and habits
Determining ...
Overview
● Background
○ Habits & Motivations
○ Marketability
○ History in US Market
● Objectives
● Methodology
● Analysis ...
Background Overview
Purpose of Study:
● Learning Thai reading habits and motivations
● Determining marketability of an e-r...
Background
Studying reading habits in Thailand
Surveyed 89 Thai Nationals
● How often they read
○ Everyday, A few times a ...
Benefits of e-books / Platform
(Ramifications of wide spread adoption)
In order to properly analyze habits, we must
start ...
Benefits of e-books / Platform
(Ramifications of wide spread adoption)
● Friction Free Economy / More Efficient
Model
(Rem...
Status of Market - History of ebooks
Worldwide - Highlights
● 1971- Michael S. Hart launches Project Gutenberg and starts ...
Status of Market - Thailand Specific
● In Thailand 1.5 million+ people regularly using electronic books through
Ookbee. (O...
What we did - Methodology
● Method: We used quantitative research methods
● Sample selection: We chose a random sample tha...
What we did - Analysis
● Data analysis: We ran frequencies and cleaned the data then looked at
the mean scores of all scal...
Frequencies
Readership Method Preference
Mean Score Analysis
Mean Scores for Method Preferences
ANOVA
Factor Analysis
● Constructs: Motivations for reading
● 8 constructs 7 constructs
○ Reading for Recognition
● 52 items 23 ...
Compound Variables
Cronbach's Alpha
Score: above .6
Multiple Regression Model DV 1
Statistical Significance: =.001
Adjusted R Squared =.137
Multiple Regressions Model DV 2
Statistical Significance: =.002
Adjusted R Squared =.095
Ideas for Future research - Patrick
Create a new survey
● Add Thai Language
● Rework questions
Create larger random sample...
Ideas for future research - Patrick
● Add Thai language to the survey
○ Problem: Current survey has only English
available...
Ideas for future research - Patrick
● Reworking survey questions
○ Problem: Some questions did not provide
meaningful anal...
Thailand ebooks market research
Thailand ebooks market research
Thailand ebooks market research
Thailand ebooks market research
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Thailand ebooks market research

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Thailand ebooks Market Research Study and White Paper. Determining Thai readership motivations and habits in order to determine market viability of a dedicated e-reader - ThailandeBooks.net

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Thailand ebooks market research

  1. 1. Presented by: Patrick Fyock - Ron Lee Bicky Prajapati - Natalie Soper Thai readership: Motivations and habits Determining marketability of a dedicated e-reader
  2. 2. Overview ● Background ○ Habits & Motivations ○ Marketability ○ History in US Market ● Objectives ● Methodology ● Analysis of Research ● Recommendations ● Limitations ● Ideas for future research
  3. 3. Background Overview Purpose of Study: ● Learning Thai reading habits and motivations ● Determining marketability of an e-reader ● Researching the history of e-reading
  4. 4. Background Studying reading habits in Thailand Surveyed 89 Thai Nationals ● How often they read ○ Everyday, A few times a week, Almost never ● Why they read ○ Education, Professional, Enjoyment ● Where they read ○ Home, Work, School, Other ● How they read ○ Book, Website, E-Book, Magazine
  5. 5. Benefits of e-books / Platform (Ramifications of wide spread adoption) In order to properly analyze habits, we must start with a premise: The Benefits ● Cost (Perhaps the single biggest benefit of e-readers / e-books is there is no paper. Digital products have extremely lost costs which are nearly non-existent) ● Enhanced Accessibility (Increased sharing of knowledge and ease of sharing ideas worldwide)
  6. 6. Benefits of e-books / Platform (Ramifications of wide spread adoption) ● Friction Free Economy / More Efficient Model (Removing barriers to entry through self publishing models, which is typically the case with companies that launch e-readers, typically has the effect of directing a higher percentage of the actual sales proceeds from the sale of the product to the author themselves. This is a good thing) ● Overall Potential Long Term Effects: People, Economy, & Environment. A. Increased Competition in Pricing. B. L More Efficiency in Economy. C. Lower Environmental Impact. D. Potential to Decrease Costs of Education
  7. 7. Status of Market - History of ebooks Worldwide - Highlights ● 1971- Michael S. Hart launches Project Gutenberg and starts off by making a digital copy of the Declaration of Independence ● 1985 - Commercially eBook Launch. (14 full years later) Voyager Co. The Voyager Co. (first referred to as 'Expanded ebooks' which were intended as add- on digital goods to movie sales. ● 1995 - Amazon.com launches. Over next 10 years, major publishers like Harper Collins would enter market and new leading ebook sites like BookBin.com would launch. During that same time Amazon was focusing on it's Global launches which to date have expanded into Asia only with respect to Japan. Amazon has yet to enter China or any other S.E. Asia market; including Thailand. This means the ebook reader from Amazon, the Kindle has no commercial use, yet. (Note: Downloading of ebooks is also restricted as of 3/13)
  8. 8. Status of Market - Thailand Specific ● In Thailand 1.5 million+ people regularly using electronic books through Ookbee. (Ookbee is Digital publication platform that has over 85 percent of the market share for e-books in Thailand) ● Low desktop internet penetration in Thailand suggests wider adoption of ebook platform for readership. But is this really the case? (Something we hope to learn) ● Initial download data of the application, at least suggests; Thai's are excited about reading digital pre-packaged goods, besides those on web sites. Thailand Specific
  9. 9. What we did - Methodology ● Method: We used quantitative research methods ● Sample selection: We chose a random sample that was aimed to be in general representative in age distribution of the Thai adult population ● Data collection: Primary Data collection of questionnaires using random sampling done via SurveyMonkey.com ● Questionnaire: Questions were carefully written to investigate the current reading habits, usage and attitudes towards e-readers, motivations to read, and intention to read more electronically or buy an e-book.
  10. 10. What we did - Analysis ● Data analysis: We ran frequencies and cleaned the data then looked at the mean scores of all scale questions to understand the big picture. ● One-Way ANOVA with all scale questions for each grouping variable to find differences of means scores between groups. ● Factor Analysis to clean up the constructs. ● Cronbach’s alpha & Compound Variables - Used the results from factor analysis to create compound variables and run Cronbach’s alpha on the compound variables. ● Multiple Regression to find the existence and strength of the relationship between the independent variables and the dependent variables.
  11. 11. Frequencies
  12. 12. Readership Method Preference
  13. 13. Mean Score Analysis
  14. 14. Mean Scores for Method Preferences
  15. 15. ANOVA
  16. 16. Factor Analysis ● Constructs: Motivations for reading ● 8 constructs 7 constructs ○ Reading for Recognition ● 52 items 23 items
  17. 17. Compound Variables Cronbach's Alpha Score: above .6
  18. 18. Multiple Regression Model DV 1 Statistical Significance: =.001 Adjusted R Squared =.137
  19. 19. Multiple Regressions Model DV 2 Statistical Significance: =.002 Adjusted R Squared =.095
  20. 20. Ideas for Future research - Patrick Create a new survey ● Add Thai Language ● Rework questions Create larger random sample ● Survey people randomly ● Survey more people
  21. 21. Ideas for future research - Patrick ● Add Thai language to the survey ○ Problem: Current survey has only English available. Many Thai people do not understand English enough to be able to completely understand all questions and answer correctly. ○ Solution: New survey should have Thai & English available so that participants may answer to the best of their ability.
  22. 22. Ideas for future research - Patrick ● Reworking survey questions ○ Problem: Some questions did not provide meaningful analysis. The direction of all questions should lead to answers that provide details to one area of research. ○ Solution: Remove questions that have not provided any meaningful analysis. Research new questions that may provide a better analysis of e-reading possibilities in Thailand.

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