Book Consumer Trends 2009

Consumer Book Trends 2009
Presented by Bowker and AAP
December 16, 2009

What’s on Tina Jordan’s Holiday Wish List
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Tina is giving this book as a gift to her nephew

And Here’s What’s on Kelly Gallagher’s Wish List
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Kelly is giving this as a gift to his nephew
And this as a gift to a friend

PubTrack Consumer Methodology 2009
Survey
Type: Online
Length: 75 questions
Frequency: Monthly
Annual Consumer Sample
36,000 book buyers
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

Consumer Book Trends 2009

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Top 5 Gender/GenerationsYTD09 Units
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved

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Top 10 Genres - YTD09 Units

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Top 5 Channels - YTD09 Units

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Top 5 Formats - YTD09 Units

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Top e-Book Devices - YTD09 Units

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Top Reasons for Purchase –YTD09 Units

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Top Social Networks – YTD09 Buyers

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Top Book Recipients YTD09

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So what do we do in a challenging market?

1H09 - Is the economy having an impact on your book buying?
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Q309 - Is the economy having an impact on your book buying?
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What are the Impacts on Book Buying?
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Knowing your Consumer is Essential!
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Market Share Shift - % of Books Purchased

Not all customer strategies should be created equal!
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Focus on Segments
30 – 44 Female Trends

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Book Shopping Metrics: Today’s Buyer

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Where are 30 – 44 Females shopping?

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30 – 44 Females Book Purchases at Mass Merchandisers by Outlet YTD09

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What formats do 30 – 44 Females purchase?

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Q309 - What Subjects are Purchased by 30 – 44 Females

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Fiction Purchase Detail for 30 – 44 Females - YTD09

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What drives the purchase for 30 – 44 Females?

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How are 30 – 44 Females becoming aware of the books they buy?

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More than half of 30 – 44 Female purchases are impulse buys!

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Where are 30 – 44 Females Socially Connected?

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eBehaviors for 30 – 44 year old Females

63.6% are Married
Mean Income $62.5k
Median Income $62.0k
Bought 2.9 books in quarter 3
Spent $29.64 on books in quarter 3
Top Websites
Search sites (Google, etc.)
Social Network sites
Shopping sites
Weather sites
Information sites (Wikipedia etc)
Video sites (youtube, etc.)
Top Magazines
Cooking
Fashion/Celebrity
Home/Entertainment
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Portrait of a 30 – 44 Female Book Buyer

Focus on Segments
18 – 29 Male Trends

While 18 – 29 year old males represent 6% of units they represent almost 10% of dollars
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Book Shopping Metrics: 18 – 29 Males

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Where are 18-29 Males Buying Books?

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Large Chains Outlet Detail for 18 – 29 Males

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Formats preferred by 18-29 Males

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Q309 - What Subjects are Purchased by 18 – 29 Males

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Non Fiction Detail for 18 – 29 Males

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What Drives the purchase for 18 – 29 Males?

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How are 18 – 29 Males becoming aware of the books they buy?

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More than half of all18 – 29 Males book purchases are planned!

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Where are 18 – 29 Males Socially Connected?

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e-Behaviors for 18 – 29 Year Old Males

20.4% are Married
Mean Income $49.6k
Median Income $37.0k
Bought 2.5 book in quarter 3
Spent $49.09 on books in quarter 3
Top Websites
Video sites (youtube, etc.)
Search sites (Google, etc.)
Social Network Sites
Information sites (Wikipedia etc)
Music sites
Sports sites
Top Magazines
Sports
Technology
Music
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Portrait of a 18 – 29 Male Book Buyer

So What’s the bottom line in all of this?
Consumer segmentation is essential in all phases of publishing
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Editorial
Editorial – knowing which consumers types are trending upward in your genre’s or author franchises is essential to customizing your offering to their tastes.
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Marketing
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.
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Sales
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.
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Retail
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.
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Thank You!
Kelly Gallagher
Vice President Publishing Services
Bowker
Kelly.Gallagher@Bowker.com
908.425.7689
Twitter – bookbuyrinsight
For more information on Consumer information visit – www.bookconsumer.com
Tina Jordan
Vice President
AAP
tjordan@publishers.org
212-255-0200

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Book Consumer Trends 2009

by Bowker Market Research

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