Top 5 tips for book marketers

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What are book consumers doing in this 2.0 digital web world? Learn more about their characteristics and book buying and browsing behaviour with Bowker Market Research

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Top 5 tips for book marketers

  1. 1. Top 5 tips for marketers....Marketing & Design Conference 21st June 2012 Jo Henry, Director Bowker Market Research
  2. 2. the times they are a chang’n
  3. 3. Bookshelves 1.0…
  4. 4. Bookshelves 2.0
  5. 5. Shopping 1.0…
  6. 6. Shopping 2.0
  7. 7. Customer Behavior 1.0…
  8. 8. Customer Behavior 2.0
  9. 9. Knowing the consumer in a 2.0 bookworld is essential!
  10. 10. Tip one....
  11. 11. Browsing is still the number 1source of discoverability, especiallyin shops...but also for ebooksBuyers of 31% of books first became aware of book whilst browsingBuyers of 37% of (adult fiction) ebooks first became aware whilst browsing
  12. 12. Tip two....
  13. 13. Ebooks are more likely to be discoveredthrough special offers and bestsellerlists – and bought because of specialoffers and recommendations14% of fiction ebooks bought are first seen in a special offers section; 9%are first seen in the bestseller list (both double the norm)26% of fiction ebook purchases are due to the low price/special offer (19%on average); 14% are due to recommendations (10% on average)
  14. 14. Tip three....
  15. 15. ‘Discovery’ is not such an issue forchildren’s books – people just needto be able to find them15% of children’s books are bought because of recipient request (7% overall)13% are bought because the buyer had read it before (7% overall)
  16. 16. Tip four....
  17. 17. In the online world, covers are notas important....15% of bookshop purchases made because ‘front cover caught myattention/appealed’, compared to 5% of online purchases and 2% of fictionebook purchases
  18. 18. Tip five....
  19. 19. Sun readers are keen buyers ofchildren’s books - as are YouTubeusers and fashion followers....30% of children’s books bought in bookshops are purchased byreaders of the Sun, compared to 17% of books bought overall33% are purchased by YouTube users (27% overall)25% are purchased by readers of fashion magazines (20% overall)
  20. 20. All data Books & Consumers 2012 © Bowker Market ResearchFor more information please contact:Jo Henry, Bowker Market researchjo@bookmarketing.co.uk0207 832 1782 / www.bookmarketing.co.uk

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