A Research On Reading Behaviors Of The Heavy Users Of We Chat Reading

With the rapid development of digital reading,the proportion of readers who prefer mobile reading in China has exceeded that of paper reading.In the mobile phone reading,entertainment and fragmented reading is obvious,such as news information,short videos,etc.,the proportion of in-depth book reading behavior is very low.In recent years,the state has formulated policies to encourage citizens to read in depth.Various reading apps have emerged at the historic moment,but there are difficulties in obtaining users and retaining them.How does the mobile reading application attract mobile phone users from "short reading" to "long reading" ? This article decides to start with users who have developed deep book reading habits on the platform,and study how they contact the reading platform and immerse them.The study of this group's reading behavior,whether it is for the construction of the mobile reading application or for the promotion of reading for all,is very meaningful.The target of this article is the heavy users who read more than 3000 hours on We Chat reading.On the basis of depth interviews with the heavy users,through the participatory observation and questionnaire,I collected the reading behaviors of active users of We Chat reading groups to assist in the analysis of depth interview.By analyzing the platform's the heavy users characteristics,internal needs,external performance,extended reading behavior,and reading habit influencing factors,we explore how the reading platform can more effectively acquire and retain users.The survey found that:(1)On the We Chat reading platform,young people cover a wide range,older people have significant reading time,and the silver-haired market has great potential;(2)Mobile phone reading increases the user 's daily reading time,and in which intelligent reading has become a way of life;(3)User needs are changing in stages,social and digital incentives have an early role in promoting the formation of reading habits,and the effect is weakened later;(4)The heavy users pay attention to each other,their extended reading behavior is obvious,and emotional memory encourage them to stay on the platform.Finally,the article summarizes the service strategy of the mobile publication reading application based on the heavy users survey,and further discussions.