农民移动阅读需求实证研究

An Empirical Study of Peasants' Mobile Reading Needs

以江苏省为例,对农民移动阅读需求的特征进行抽样调查与分析,发现大部分农民需要移动阅读。需要的阅读内容包括实时新闻资讯、农业政策信息、农业科技信息、农产品市场与流通信息、农村基层管理信息等;阅读内容的加工形式以全文和摘要为主,载体形式以文本与图片为主,出版形式以报纸和网页居多;农民更偏向于短篇阅读,大多对移动阅读内容中的广告持反对态度,最希望使用手机,技术实现方式是短信息,多数农民同时需要订阅和推送两种服务方式,需要移动阅读咨询、上传资料、聊天讨论、收看收听、发表评论等社区服务;绝大多数农民希望移动阅读服务免费。因此,我国各农业服务机构和有关部门要根据农民需求的特征,有针对性地开展农民移动阅读服务。

The paper conducts a sampling investigation and analysis on peasants＇ mobile reading needs in Jiangsu Province. The results show that most peasants need mobile reading, including instant news, agricultural policy information and scientific information, agricultural product market information, and rural management information, etc ; and in the form of full text and abstract, text and picture, newspaper and webpage, and short article, etc. Most peasants are against the advertisement in the mobile reading, and they like the mobile phone most as the reading terminal, and SMS as the means of communication. They need both subscribing and push- ing services, and many community services which include mobile reading consultation, uploading, chatting, watching or listening, and comment, etc. Most peasants need free mobile reading services. Finally, this paper proposes some suggestions for agribusiness service agencies and related departments on improving rural mobile information services based on the characteristics of peasants＇ mobile reading needs. 7 figs. 2 tabs. 11 refs.