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February 18, 2026

A plan for reaching readers

We know reading rates in Australia are declining, but what can you do as an author to help more Australians embrace reading culture? Read the key insights from our recent event with Australia Reads CEO, Anna Burkey, and Australian author and marketer Karina May, who explored the types of Australian readers and their reading habits, and what you need to know about the Australia Reads and BehaviourWorks report Understanding Australian readers: Behavioural insights into recreational reading.

The stats: Reading in crisis

Reading rates in Australia are falling, with 44% of Australians struggling with low or very low literacy and the number of Australians reading for pleasure decreasing (72% in 2019 vs 69% in 2022). Australia Reads’ mission is to change this by getting more people reading, more often, using research into reading behaviour to drive meaningful social change.

A cornerstone of this research is the Understanding Australian readers: Behavioural insights into recreational reading report, which breaks readers down into the following segments:

  • Avid readers (22.4%)
  • Engaged readers (30.6%)
  • Ambivalent readers (14.8%)
  • Aspirational readers (14.7%)
  • Lapsed readers (7.1%)
  • Uninterested non-readers (10.4%)

 

While the book industry is very good at communicating and marketing to avid readers, the greatest opportunity for change lies in the aspirational readers segment. In fact, the good news is that many Australians wish they read more, with 54.9% of readers and 49.8% of non-readers indicating they read less than they intend to. It is up to the book industry, including authors, to help try to bridge the behaviour gap between the intent to read and the action of reading.

Barriers to reading

Reading isn’t just one activity, it’s a journey – from finding the books you want to read and choosing one to read, to obtaining the book, starting the reading process, and continuing to read.

Barriers to reading interrupt this journey, and generally fall into three categories: capability (skill and confidence around reading), opportunity (finding the time to read in a busy schedule, knowing how to easily find a book to read), and motivation (concentration, distractions, and prioritising other devices or forms of entertainment).

What can you do?

How can authors approach community building, promote the benefits of reading, and get more Australians reading more books, more often?

The main points to keep in mind are:

  • People want to read more, but they may need some assistance.
  • There are points along the reading journey where people face barriers to reading.
  • There isn’t one standard solution, as different readers will respond to different strategies.
  • Emotion – emotions can drive and influence behaviour, both in the present and future.
  • Reader identities – self-perception may encourage behaviours that align with how readers see themselves.
  • Social norms – perception of the behaviours of others and behaviours endorsed by people in positions of authority can drive action.

 

The Australian books industry is already using the report alongside other research to try to re-position reading as a norm. You can take part in this collective action and:

  • Use your platforms to encourage reading and spread the word about its benefits.
  • Model and normalise reading – change perceptions by making reading visible outside of bookish spaces.
  • Motivate others to read through tapping into intrinsic motivations (e.g. positive feelings of joy and comfort, psychological benefits) and extrinsic motivations (e.g. prizes, awards, challenges).
  • Provide support and engagement at every stage of the journey from selection to reading, and sharing afterwards.
  • Meet your readers where they are, both in person and online, and in bookish and non-bookish spaces.
  • Be non-judgemental and positive in your approach – there is no right or wrong way to read, so embrace all reading levels.
  • Don’t just speak to avid readers and your core audience, look for ways to connect with aspirational readers and lapsed too.
  • If you’re interested in taking part in events to promote and encourage reading, sign up to the Australia Reads author and illustrator directory. 

Want to learn more?

Download the Understanding Australian readers: Behavioural insights into recreational reading report and browse the segments, their behaviours, specific barriers to reading, and ways you can find and reach readers. Use the data to reframe how you think about influencing readers and apply it to your book marketing and audience engagement activities.

Plus, read our article by award-winning author, Rachael Johns, looking at the key takeaways from the report, and her tips on how authors can use the findings to connect with readers.

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