The Customer’s Always Right… Who is Today’s Book Consumer? Making Information Pay May 2009 Copyright 2009, Bowker PubTrack Consumer

Balancing the Arts and Science of Publishing Copyright 2009, Bowker PubTrack Consumer

2008 Snapshot Copyright 2009, Bowker PubTrack Consumer US Book Consumer Essential Facts

Who Reads Books? Copyright 2009, Bowker PubTrack Consumer

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Copyright 2009, Bowker PubTrack Consumer

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Copyright 2009, Bowker PubTrack Consumer 41%

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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

Digitally Copyright 2009, Bowker PubTrack Consumer While < 1.5% of total trade market, e-Books grew by 125% in 08—183% by Seniors

Fiction Who is Today’s ^ Book Consumer? Copyright 2009, Bowker PubTrack Consumer

Fiction Breakout: 2008 Mystery/Detective and Romance account for more than half of all fiction purchased. Copyright 2009, Bowker PubTrack Consumer

Who is today’s fiction buyer? …Predominantly Female Copyright 2009, Bowker PubTrack Consumer

How much are they buying ? Copyright 2009, Bowker PubTrack Consumer

Who are the book buyers within Fiction? Matures comprise the largest buying group Copyright 2009, Bowker PubTrack Consumer

Who are your book buyers within Fiction? The mystery/detective core consumer is less affluent… Copyright 2009, Bowker PubTrack Consumer

How do consumers match to your authors? Meyer attracts the more affluent consumer whereas King less affluent… Copyright 2009, Bowker PubTrack Consumer

How do consumers match to your authors? Meyer clearly appeals to a young buyer… Copyright 2009, Bowker PubTrack Consumer

Where do they shop for fiction? Copyright 2009, Bowker PubTrack Consumer

Understanding the differences of where your core consumer shops Book Clubs is a preferred Channel for these buyers Copyright 2009, Bowker PubTrack Consumer

Online Awareness Today… Copyright 2009, Bowker PubTrack Consumer

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

Consumer’s Reliance on Internet for Information Online vs. Print Advertising % where first became aware of book Copyright 2009, Bowker PubTrack Consumer

Fiction Book Review Impact Online vs. Print Copyright 2009, Bowker PubTrack Consumer

21% of Fiction Books Purchased in 2008 are Based on Online Awareness Copyright 2009, Bowker PubTrack Consumer

Fiction Social Networking Fantasy buyers like to talk about books… Copyright 2009, Bowker PubTrack Consumer

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

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

Thank You Kelly Gallagher [email_address] Twitter: @BookBuyrInsight Copyright 2009, Bowker PubTrack Consumer