Consumer Book Trends 2009<br />Presented by Bowker and AAP<br />December 16, 2009<br />
What’s on Tina Jordan’s Holiday Wish List<br />2<br />Tina is giving this book as a gift to her nephew <br />
And Here’s What’s on Kelly Gallagher’s Wish List<br />3<br />Kelly is giving this as a gift to his nephew<br />And this as...
PubTrack Consumer Methodology 2009<br />Survey<br />Type:  Online<br />Length:  75 questions<br />Frequency:  Monthly<br /...
Selected according to Age, Gender, Income, Household size, and location balanced to US Census
Representing an annual view of 120,000 book purchases and 80,000 shopping occasions</li></li></ul><li>Consumer Book Trends...
6<br />Top 5 Gender/GenerationsYTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights res...
7<br />Top 10 Genres - YTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights reserved<br />
8<br />Top 5 Channels - YTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights reserved<b...
9<br />Top 5 Formats - YTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights reserved<br />
10<br />Top e-Book Devices - YTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights reser...
11<br />Top Reasons for Purchase –YTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights ...
12<br />Top Social Networks – YTD09 Buyers<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights res...
13<br />Top Book Recipients YTD09<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights reserved<br />
14<br />So what do we do in a challenging market?<br />
1H09 - Is the economy having an impact on your book buying? <br />15<br />Source: Bowker PubTrack. Copyright © 2009  R.R. ...
Q309 - Is the economy having an impact on your book buying?<br />16<br />Source: Bowker PubTrack. Copyright © 2009  R.R. B...
What are the Impacts on Book Buying?<br />17<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights r...
Knowing your Consumer is Essential!<br />18<br />
19<br />Market Share Shift - % of Books Purchased<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rig...
Not all customer strategies should be created equal!<br />20<br />
21<br />
Focus on Segments<br />30 – 44 Female Trends<br />
23<br />Book Shopping Metrics: Today’s Buyer<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights r...
24<br />Where are 30 – 44 Females shopping? <br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights r...
25<br />30 – 44 Females Book Purchases at Mass Merchandisers by Outlet YTD09<br />Source: Bowker PubTrack. Copyright © 200...
26<br />What formats do 30 – 44 Females purchase? <br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All ri...
27<br />Q309 - What Subjects are Purchased by 30 – 44 Females<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker ...
28<br />Fiction Purchase Detail for 30 – 44 Females - YTD09<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LL...
29<br />What drives the purchase for 30 – 44 Females?<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All...
30<br />How are 30 – 44 Females becoming aware of the books they buy?<br />Source: Bowker PubTrack. Copyright © 2009  R.R....
31<br />More than half of 30 – 44 Female purchases are impulse buys!<br />Source: Bowker PubTrack. Copyright © 2009  R.R. ...
32<br />Where are 30 – 44 Females Socially Connected?<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All...
33<br />eBehaviors for 30 – 44 year old Females<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All right...
63.6% are Married <br />Mean Income $62.5k<br />Median Income $62.0k<br />Bought 2.9 books in quarter 3<br />Spent $29.64 ...
Focus on Segments<br />18 – 29 Male Trends<br />
While 18 – 29 year old males represent 6% of units they represent almost 10% of dollars<br />36<br />Source: Bowker PubTra...
37<br />Book Shopping Metrics: 18 – 29 Males<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights r...
38<br />Where are 18-29 Males Buying Books?<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights re...
39<br />Large Chains Outlet Detail for 18 – 29 Males<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All ...
40<br />Formats preferred by 18-29 Males<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights reser...
41<br />Q309 - What Subjects are Purchased by 18 – 29 Males<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LL...
42<br />Non Fiction Detail for 18 – 29 Males<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights r...
43<br />What Drives the purchase for 18 – 29 Males?<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All r...
44<br />How are 18 – 29 Males becoming aware of the books they buy?<br />Source: Bowker PubTrack. Copyright © 2009  R.R. B...
45<br />More than half of all18 – 29 Males book purchases are planned!<br />Source: Bowker PubTrack. Copyright © 2009  R.R...
46<br />Where are 18 – 29 Males Socially Connected?<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All r...
47<br />e-Behaviors for 18 – 29 Year Old Males<br />Source: Bowker PubTrack. Copyright © 2009  R.R. Bowker LLC. All rights...
20.4% are Married <br />Mean Income $49.6k<br />Median Income $37.0k<br />Bought 2.5 book in quarter 3<br />Spent $49.09 o...
So What’s the bottom line in all of this?<br />Consumer segmentation is essential in all phases of publishing<br />49<br />
Editorial<br />Editorial – knowing which consumers types are trending upward in your genre’s or author franchises is essen...
Marketing<br />Knowing how your consumers are becoming aware of books, what impacts their purchases, and where they are di...
Sales<br />Being able to match a consumer to their book preferences to a particular outlet can give your sales team a whol...
Retail<br />Developing the right product mix balanced to your primary consumer segments… and knowing their value for other...
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Book Consumer Trends 2009

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What is the buzz in book trends for 2009? This webinar helps you to understand the changing climate of book buying in 2009 and to understand book buying behaviors. Moving beyond basic book sales data, this webinar will provide insight into why people buy books and what motivates their purchases? You will see the latest data available on book buying behavior through the first three quarters of 2009.

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Book Consumer Trends 2009

  1. 1. Consumer Book Trends 2009<br />Presented by Bowker and AAP<br />December 16, 2009<br />
  2. 2. What’s on Tina Jordan’s Holiday Wish List<br />2<br />Tina is giving this book as a gift to her nephew <br />
  3. 3. And Here’s What’s on Kelly Gallagher’s Wish List<br />3<br />Kelly is giving this as a gift to his nephew<br />And this as a gift to a friend<br />
  4. 4. PubTrack Consumer Methodology 2009<br />Survey<br />Type: Online<br />Length: 75 questions<br />Frequency: Monthly<br />Annual Consumer Sample<br /><ul><li>36,000 book buyers
  5. 5. Selected according to Age, Gender, Income, Household size, and location balanced to US Census
  6. 6. Representing an annual view of 120,000 book purchases and 80,000 shopping occasions</li></li></ul><li>Consumer Book Trends 2009 <br />
  7. 7. 6<br />Top 5 Gender/GenerationsYTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  8. 8. 7<br />Top 10 Genres - YTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  9. 9. 8<br />Top 5 Channels - YTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  10. 10. 9<br />Top 5 Formats - YTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  11. 11. 10<br />Top e-Book Devices - YTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  12. 12. 11<br />Top Reasons for Purchase –YTD09 Units<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  13. 13. 12<br />Top Social Networks – YTD09 Buyers<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  14. 14. 13<br />Top Book Recipients YTD09<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  15. 15. 14<br />So what do we do in a challenging market?<br />
  16. 16. 1H09 - Is the economy having an impact on your book buying? <br />15<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  17. 17. Q309 - Is the economy having an impact on your book buying?<br />16<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  18. 18. What are the Impacts on Book Buying?<br />17<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  19. 19. Knowing your Consumer is Essential!<br />18<br />
  20. 20. 19<br />Market Share Shift - % of Books Purchased<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  21. 21. Not all customer strategies should be created equal!<br />20<br />
  22. 22. 21<br />
  23. 23. Focus on Segments<br />30 – 44 Female Trends<br />
  24. 24. 23<br />Book Shopping Metrics: Today’s Buyer<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  25. 25. 24<br />Where are 30 – 44 Females shopping? <br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  26. 26. 25<br />30 – 44 Females Book Purchases at Mass Merchandisers by Outlet YTD09<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  27. 27. 26<br />What formats do 30 – 44 Females purchase? <br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  28. 28. 27<br />Q309 - What Subjects are Purchased by 30 – 44 Females<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  29. 29. 28<br />Fiction Purchase Detail for 30 – 44 Females - YTD09<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  30. 30. 29<br />What drives the purchase for 30 – 44 Females?<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  31. 31. 30<br />How are 30 – 44 Females becoming aware of the books they buy?<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  32. 32. 31<br />More than half of 30 – 44 Female purchases are impulse buys!<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  33. 33. 32<br />Where are 30 – 44 Females Socially Connected?<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  34. 34. 33<br />eBehaviors for 30 – 44 year old Females<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  35. 35. 63.6% are Married <br />Mean Income $62.5k<br />Median Income $62.0k<br />Bought 2.9 books in quarter 3<br />Spent $29.64 on books in quarter 3<br />Top Websites<br />Search sites (Google, etc.)<br />Social Network sites<br />Shopping sites<br />Weather sites<br />Information sites (Wikipedia etc)<br />Video sites (youtube, etc.)<br />Top Magazines<br />Cooking<br />Fashion/Celebrity<br />Home/Entertainment<br />34<br />Portrait of a 30 – 44 Female Book Buyer<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  36. 36. Focus on Segments<br />18 – 29 Male Trends<br />
  37. 37. While 18 – 29 year old males represent 6% of units they represent almost 10% of dollars<br />36<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  38. 38. 37<br />Book Shopping Metrics: 18 – 29 Males<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  39. 39. 38<br />Where are 18-29 Males Buying Books?<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  40. 40. 39<br />Large Chains Outlet Detail for 18 – 29 Males<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  41. 41. 40<br />Formats preferred by 18-29 Males<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  42. 42. 41<br />Q309 - What Subjects are Purchased by 18 – 29 Males<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  43. 43. 42<br />Non Fiction Detail for 18 – 29 Males<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  44. 44. 43<br />What Drives the purchase for 18 – 29 Males?<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  45. 45. 44<br />How are 18 – 29 Males becoming aware of the books they buy?<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  46. 46. 45<br />More than half of all18 – 29 Males book purchases are planned!<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  47. 47. 46<br />Where are 18 – 29 Males Socially Connected?<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  48. 48. 47<br />e-Behaviors for 18 – 29 Year Old Males<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  49. 49. 20.4% are Married <br />Mean Income $49.6k<br />Median Income $37.0k<br />Bought 2.5 book in quarter 3<br />Spent $49.09 on books in quarter 3<br />Top Websites<br />Video sites (youtube, etc.)<br />Search sites (Google, etc.)<br />Social Network Sites <br />Information sites (Wikipedia etc)<br />Music sites<br />Sports sites<br />Top Magazines<br />Sports<br />Technology<br />Music<br />48<br />Portrait of a 18 – 29 Male Book Buyer<br />Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved<br />
  50. 50. So What’s the bottom line in all of this?<br />Consumer segmentation is essential in all phases of publishing<br />49<br />
  51. 51. Editorial<br />Editorial – knowing which consumers types are trending upward in your genre’s or author franchises is essential to customizing your offering to their tastes.<br />50<br />
  52. 52. Marketing<br />Knowing how your consumers are becoming aware of books, what impacts their purchases, and where they are discovering it can save you substantial $$$ by taking a ‘micro-marketing’ approach.<br />51<br />
  53. 53. Sales<br />Being able to match a consumer to their book preferences to a particular outlet can give your sales team a whole new point of reference when talking titles with a buyer.<br />52<br />
  54. 54. Retail<br />Developing the right product mix balanced to your primary consumer segments… and knowing their value for other items they purchase while shopping for books can create a refined set of metrics to analyze your book department.<br />53<br />
  55. 55. 54<br />Thank You!<br />Kelly Gallagher<br />Vice President Publishing Services<br />Bowker<br />Kelly.Gallagher@Bowker.com<br />908.425.7689<br />Twitter – bookbuyrinsight<br />For more information on Consumer information visit – www.bookconsumer.com<br />Tina Jordan<br />Vice President<br />AAP<br />tjordan@publishers.org<br />212-255-0200 <br />
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