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What's Going On With Readers Today
This presentation was presented by Goodreads CEO Otis Chandler at the 2013 Tools of Change conference in New York. It details how readers discovered, acquired, and read two specific titles -- Gillian Flynn's mega-bestseller Gone Girl, a hardcover book, and The Night Circus, by Erin Morgenstern, which is available in paperback.
What's Going On With Readers Today
- 1. What’s Going OnWith Readers Today?
- 2. Open call topublishers: what would you like us to ask Goodreads members? 2
- 3. The Journey ofa Reader
- 4. A Tale ofTwo Books Published September 2011 Published May 2012 Paperback July 2012 Surveyed 1,000 Goodreads Members Who Surveyed 1,000 Goodreads Members Who Read the Book in Dec 2012/Jan 2013 Read the Book in Dec 2012/Jan 2013
- 6. Where Did YouHear About The Book? Friend’s Recommendation Media Goodreads Goodreads Choice Awards Amazon Bookstore Library Facebook Book Club Blog Twitter 0 10 20 30 40 Gone Girl Night Circus Percent Note: multiple responses allowed
- 7. Goodreads Choice Awards Goodreads(Users(Adding(Gone(Girl(by(Week( !20,000!! !18,000!! !16,000!! !14,000!! !12,000!! !10,000!! !8,000!! !6,000!! !4,000!! !2,000!! !"!!!! 1/7/12! 2/7/12! 3/7/12! 4/7/12! 5/7/12! 6/7/12! 7/7/12! 8/7/12! 9/7/12! 10/7/12! 11/7/12!12/7/12!
- 9. What Convinced YouTo Read The Book? Trusted Friend Everyone Talking About It Book Club Goodreads - Reviews On “Best” Lists Sample Read Amazon Reviews Goodreads Choice Awards Liked Author’s Books Book Blurb Cover 0 10 20 30 Percent Gone Girl Night Circus Note: only one answer allowed
- 10. The Effect ofGoodreads Reviews 163,500 Ratings 126,000 Ratings 34,200 Reviews 22,000 Reviews 58% 52% Goodreads reviews primary reason I bought/ helped convince me to buy the book
- 11. Goodreads Reviews WorkHarder For You Than Other Reviews Goodreads Reviews on Reviews in Goodreads Newsfeed Goodreads Updates Shared on Twitter Goodreads members share 19 million books/month on Facebook
- 12. What Convinced YouTo Read The Book? Trusted Friend Everyone Talking About It Book Club Goodreads - Reviews On “Best” Lists Sample Read Amazon Reviews Goodreads Choice Awards Liked Author’s Books Book Blurb Cover 0 10 20 30 Percent Gone Girl Night Circus Note: only one answer allowed
- 13. Sampling books isslightly more popular with bookstore buyers Look Through Book/ Bookstore Online Read Sample Buyers Buyers Always 25% 19% Often 19% 18% Usually 16% 17% Sometimes 30% 32% Never 10% 14%
- 14. What Convinced YouTo Read The Book? Trusted Friend Everyone Talking About It Book Club Goodreads - Reviews On “Best” Lists Sample Read Amazon Reviews Goodreads Choice Awards Liked Author’s Books Book Blurb Cover Gone Girl 0 Night Circus 10 20 30 Percent Note: only one answer allowed
- 16. Where Did YouAcquire The Book? Library 30% e-book Kindle Amazon Borrowed Nook B&N Store Gone Girl Night Circus B&N.com Gift Apple iBooks Independents Costco/Target/Walmart Audible Kobo Used Books Store 0 10 20 30 40 Percentage
- 18. In what formatdid you read the book? Print Total E-Books Kindle Nook iTunes Kobo Other Audiobook 0 10 20 30 40 50 60 70 Gone Girl Night Circus
- 19. Which Format DoYou Prefer to Read? Print & E-Books 45% Print Only 23% Print, E-Books & Audiobooks 21% E-Books Only 9% Audiobooks Only 1% 0 10 20 30 40 50 Data from Goodreads Member Survey Dec 2012
- 20. Now Looking atResults from General Goodreads Members Survey 1,500 US-Based Goodreads Members 83% Female / 17% Male (Usually 70% Female / 30% Male) 13 - 17 years: 5% 18 - 24 years: 11% 25 - 34 years: 28% 35 - 44 years: 24% 45 - 54 years: 16% 55+ years: 17%
- 21. 37% of CellPhone Owners Read E-Books on Them Commuting/Waiting Lunch break at work In bed Around home Only device for e-books 13% 0 20 40 60 80 Note: multiple responses allowed
- 22. 86% of TabletOwners Read E-Books on Them Commuting/Waiting Lunch break at work In bed Around home Only device for e-books 32% 0 20 40 60 80 Of members who got a new device this xmas, tablets beat e-ink 3.6:1 Note: multiple responses allowed
- 23. 31% Highlight whenreading e-books 78% Highlight for own personal use 21% Share them with others via social media 22% Use them when writing a review 9% Would share highlights but don’t know how/don’t have option Note: multiple responses allowed
- 24. “Life takes usto unexpected places sometimes. The “There’s something disturbing about recalling a future is never set in stone, remember that.” warm memory and feeling utterly cold.” The Night Circus Gone Girl 1,152,000 Quotes Shared on Goodreads in January 2013 “The finest of pleasures are always the “Sleep is like a cat: It only comes to unexpected ones.” you if you ignore it.” The Night Circus Gone Girl
- 25. 73% of E-BookReaders Shop Around for Best Price For an E-Book 29 27 19 14 11 Always Often Usually Sometimes Never % of E-Book Readers Who Shop Around for the Best Price
- 26. If you reade-books, where do you get them from? % of Kindle e-book Apple iBooks 18% E-Book Readers Are readers who Nook 15% Experimenting With Platforms also read: Google Play Kobo Sony % of Nook e-book Kindle 37% readers who Apple iBooks also read: Google Play Kobo Sony % of Apple iBooks Kindle 65% e-book readers who Nook also read: Google Play Kobo Sony 0 10 20 30 40 50 60 70
- 27. What Do YouWant to Do When You Get to the End of a Book? 83% See what else the author has written 75% Find more books similar to what just read 69% Discuss the book with friends 35% Read other people’s reviews
- 29. What Should IRead Next? Gone Girl Readers Read The Night Circus Readers These Books Next Read These Books Next
- 30. Would Readers beInterested in Reading a Book in Serial Format Instead of Waiting Six Months for Complete Book? 49% say yes! Extremely Interested Very Interested Interested Somewhat Interested Not At All Interested 0 15 30 45 60 Percent Like Author Unknown Author
- 31. Otis Y Chandler,CEO otis@goodreads.com goodreads.com/otis twitter.com/otown