Good intentions to read on mobiles are not good enough: reducing barriers to m-reading is crucial

Drawing on the analysis of 4330 surveys on mobile reading in seven developing countries, this study found that the discrepancy between intentions to read on mobiles and actual reading can be attributed to barriers such as problematic mobile connectivity and inadequate relevant reading material. The policy implication of this research finding is clear -- reducing barriers specific to mobile reading (m-reading) will improve programme effectiveness. This study applied the technological acceptance model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT) to the growing adoption of mobile reading in developing countries and partially verified key constructs of the theories. Findings suggest that the two models provide viable theoretical frameworks for future m-reading programs. This study is one of two companion papers to the 2014 UNESCO report on Reading in the Mobile Era. The other focuses on gender differences in m-reading.