4- Making Information Pay 2009 -- GALLAGHER, KELLY (Bowker)

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    4- Making Information Pay 2009 -- GALLAGHER, KELLY (Bowker) - Presentation Transcript

    1. The Customer’s Always Right… Who is Today’s Book Consumer? Making Information Pay May 2009 Copyright 2009, Bowker PubTrack Consumer
    2. Balancing the Arts and Science of Publishing Copyright 2009, Bowker PubTrack Consumer
    3. 2008 Snapshot Copyright 2009, Bowker PubTrack Consumer US Book Consumer Essential Facts
    4. Who Reads Books? Copyright 2009, Bowker PubTrack Consumer
    5. Copyright 2009, Bowker PubTrack Consumer
    6. Copyright 2009, Bowker PubTrack Consumer
    7. Copyright 2009, Bowker PubTrack Consumer
    8. Copyright 2009, Bowker PubTrack Consumer
    9. Copyright 2009, Bowker PubTrack Consumer
    10. Copyright 2009, Bowker PubTrack Consumer 41%
    11. Copyright 2009, Bowker PubTrack Consumer
    12. Copyright 2009, Bowker PubTrack Consumer
    13. Copyright 2009, Bowker PubTrack Consumer
    14. Digitally Copyright 2009, Bowker PubTrack Consumer Matures are leading the way in adopting the Kindle… Middle-aged for iPhone as preferred e-Book readers Q1 -2009
    15. Digitally Copyright 2009, Bowker PubTrack Consumer While < 1.5% of total trade market, e-Books grew by 125% in 08—183% by Seniors
    16. Fiction Who is Today’s ^ Book Consumer? Copyright 2009, Bowker PubTrack Consumer
    17. Fiction Breakout: 2008 Mystery/Detective and Romance account for more than half of all fiction purchased. Copyright 2009, Bowker PubTrack Consumer
    18. Who is today’s fiction buyer? …Predominantly Female Copyright 2009, Bowker PubTrack Consumer
    19. How much are they buying ? Copyright 2009, Bowker PubTrack Consumer
    20. Who are the book buyers within Fiction? Matures comprise the largest buying group Copyright 2009, Bowker PubTrack Consumer
    21. Who are your book buyers within Fiction? The mystery/detective core consumer is less affluent… Copyright 2009, Bowker PubTrack Consumer
    22. How do consumers match to your authors? Meyer attracts the more affluent consumer whereas King less affluent… Copyright 2009, Bowker PubTrack Consumer
    23. How do consumers match to your authors? Meyer clearly appeals to a young buyer… Copyright 2009, Bowker PubTrack Consumer
    24. Where do they shop for fiction? Copyright 2009, Bowker PubTrack Consumer
    25. Understanding the differences of where your core consumer shops Book Clubs is a preferred Channel for these buyers Copyright 2009, Bowker PubTrack Consumer
    26. Online Awareness Today… Copyright 2009, Bowker PubTrack Consumer
    27. What are fiction book buyers up to in their spare time? Fiction Buyers have a need to read! Hours Spent Per Week Copyright 2009, Bowker PubTrack Consumer
    28. Consumer’s Reliance on Internet for Information Online vs. Print Advertising % where first became aware of book Copyright 2009, Bowker PubTrack Consumer
    29. Fiction Book Review Impact Online vs. Print Copyright 2009, Bowker PubTrack Consumer
    30. 21% of Fiction Books Purchased in 2008 are Based on Online Awareness Copyright 2009, Bowker PubTrack Consumer
    31. Fiction Social Networking Fantasy buyers like to talk about books… Copyright 2009, Bowker PubTrack Consumer
    32. Keeping Perspective Copyright 2009, Bowker PubTrack Consumer
      • Survey
      • Length: Between 60-75 questions
      • Frequency: Monthly
        • Key Information:
        • Demographics
        • Book Buying
          • Behaviors, Habits related to Channel/Genre/Format
          • Reasons for purchase, media awareness, social networks, reading devices, key interests/activities
          • General attitudes relative to media usage
      • Annual Consumer Sample
      • 36,000 book buyers selected from an initial pool of 160,000 individuals
      • 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
      • Deliverables
      • Subscription to syndicated study with access to data and standard reports
      About PubTrack TM Consumer – Syndicated Research Copyright 2009, Bowker PubTrack Consumer
    33. Thank You Kelly Gallagher [email_address] Twitter: @BookBuyrInsight Copyright 2009, Bowker PubTrack Consumer

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