The Customer’s Always Right…  Who is Today’s Book Consumer? Making Information Pay  May 2009 Copyright 2009, Bowker PubTra...
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
Copyright 2009, Bowker PubTrack Consumer
Copyright 2009, Bowker PubTrack Consumer
Copyright 2009, Bowker PubTrack Consumer
Copyright 2009, Bowker PubTrack Consumer
Copyright 2009, Bowker PubTrack Consumer
Copyright 2009, Bowker PubTrack Consumer 41%
Copyright 2009, Bowker PubTrack Consumer
Copyright 2009, Bowker PubTrack Consumer
Copyright 2009, Bowker PubTrack Consumer
Digitally Copyright 2009, Bowker PubTrack Consumer Matures are leading the way in adopting the Kindle… Middle-aged for iPh...
Digitally Copyright 2009, Bowker PubTrack Consumer While < 1.5% of total trade market, e-Books grew by 125% in 08—183% by ...
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, ...
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 PubT...
How do consumers match to your authors? Meyer attracts the more affluent consumer whereas King less affluent… Copyright 20...
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 Copyrig...
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...
Consumer’s Reliance on Internet for Information  Online vs. Print Advertising  % where first became aware of book Copyrigh...
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
<ul><li>Survey </li></ul><ul><li>Length:  Between 60-75 questions </li></ul><ul><li>Frequency:  Monthly </li></ul><ul><ul>...
Thank You Kelly Gallagher [email_address] Twitter: @BookBuyrInsight  Copyright 2009, Bowker PubTrack Consumer
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4- Making Information Pay 2009 -- GALLAGHER, KELLY (Bowker)

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Presentation Title: "The Customer's Always Right: Who is today's book consumer?". Presented May 7, 2009 during BISG's 6th annual Making Information Pay conference (http://www.bisg.org/conferences/mip6.html).

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  • exceptional presentation..convinced me to have a hardlook at my business model..excellent
    Sharika
    http://winkhealth.com http://financewink.com
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4- Making Information Pay 2009 -- GALLAGHER, KELLY (Bowker)

  1. 1. The Customer’s Always Right… Who is Today’s Book Consumer? Making Information Pay May 2009 Copyright 2009, Bowker PubTrack Consumer
  2. 2. Balancing the Arts and Science of Publishing Copyright 2009, Bowker PubTrack Consumer
  3. 3. 2008 Snapshot Copyright 2009, Bowker PubTrack Consumer US Book Consumer Essential Facts
  4. 4. Who Reads Books? Copyright 2009, Bowker PubTrack Consumer
  5. 5. Copyright 2009, Bowker PubTrack Consumer
  6. 6. Copyright 2009, Bowker PubTrack Consumer
  7. 7. Copyright 2009, Bowker PubTrack Consumer
  8. 8. Copyright 2009, Bowker PubTrack Consumer
  9. 9. Copyright 2009, Bowker PubTrack Consumer
  10. 10. Copyright 2009, Bowker PubTrack Consumer 41%
  11. 11. Copyright 2009, Bowker PubTrack Consumer
  12. 12. Copyright 2009, Bowker PubTrack Consumer
  13. 13. Copyright 2009, Bowker PubTrack Consumer
  14. 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. 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. 16. Fiction Who is Today’s ^ Book Consumer? Copyright 2009, Bowker PubTrack Consumer
  17. 17. Fiction Breakout: 2008 Mystery/Detective and Romance account for more than half of all fiction purchased. Copyright 2009, Bowker PubTrack Consumer
  18. 18. Who is today’s fiction buyer? …Predominantly Female Copyright 2009, Bowker PubTrack Consumer
  19. 19. How much are they buying ? Copyright 2009, Bowker PubTrack Consumer
  20. 20. Who are the book buyers within Fiction? Matures comprise the largest buying group Copyright 2009, Bowker PubTrack Consumer
  21. 21. Who are your book buyers within Fiction? The mystery/detective core consumer is less affluent… Copyright 2009, Bowker PubTrack Consumer
  22. 22. How do consumers match to your authors? Meyer attracts the more affluent consumer whereas King less affluent… Copyright 2009, Bowker PubTrack Consumer
  23. 23. How do consumers match to your authors? Meyer clearly appeals to a young buyer… Copyright 2009, Bowker PubTrack Consumer
  24. 24. Where do they shop for fiction? Copyright 2009, Bowker PubTrack Consumer
  25. 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. 26. Online Awareness Today… Copyright 2009, Bowker PubTrack Consumer
  27. 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. 28. Consumer’s Reliance on Internet for Information Online vs. Print Advertising % where first became aware of book Copyright 2009, Bowker PubTrack Consumer
  29. 29. Fiction Book Review Impact Online vs. Print Copyright 2009, Bowker PubTrack Consumer
  30. 30. 21% of Fiction Books Purchased in 2008 are Based on Online Awareness Copyright 2009, Bowker PubTrack Consumer
  31. 31. Fiction Social Networking Fantasy buyers like to talk about books… Copyright 2009, Bowker PubTrack Consumer
  32. 32. Keeping Perspective Copyright 2009, Bowker PubTrack Consumer
  33. 33. <ul><li>Survey </li></ul><ul><li>Length: Between 60-75 questions </li></ul><ul><li>Frequency: Monthly </li></ul><ul><ul><li>Key Information: </li></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Book Buying </li></ul></ul><ul><ul><ul><li>Behaviors, Habits related to Channel/Genre/Format </li></ul></ul></ul><ul><ul><ul><li>Reasons for purchase, media awareness, social networks, reading devices, key interests/activities </li></ul></ul></ul><ul><ul><ul><li>General attitudes relative to media usage </li></ul></ul></ul><ul><li>Annual Consumer Sample </li></ul><ul><li>36,000 book buyers selected from an initial pool of 160,000 individuals </li></ul><ul><li>Selected according to Age, Gender, Income, Household size, and location balanced to US Census </li></ul><ul><li>Representing an annual view of 120,000 book purchases and 80,000 shopping occasions </li></ul><ul><li>Deliverables </li></ul><ul><li>Subscription to syndicated study with access to data and standard reports </li></ul>About PubTrack TM Consumer – Syndicated Research Copyright 2009, Bowker PubTrack Consumer
  34. 34. Thank You Kelly Gallagher [email_address] Twitter: @BookBuyrInsight Copyright 2009, Bowker PubTrack Consumer
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