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Canadian Book-Buying Behaviour
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Canadian Book-Buying Behaviour

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BookNet CEO Noah Genner will be presenting BookNet Canada’s most recent consumer insight, based on research that has tracked product awareness, purchase motivation, price tolerance, and format and ...

BookNet CEO Noah Genner will be presenting BookNet Canada’s most recent consumer insight, based on research that has tracked product awareness, purchase motivation, price tolerance, and format and device preferences over 2012.

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    Canadian Book-Buying Behaviour Canadian Book-Buying Behaviour Presentation Transcript

    • BNC  Technology  ForumCanadian  Book-­‐Buying  BehaviourNoah  GennerFriday, 8 March, 13
    • why  consumer  analy/csDeliver  higher  returns  on  marke9ng  and  promo9ons  Increase  sales  force  effec9veness  by  targe9ng  qualified  prospectsImprove  the  channel  mix  to  lower  cost  to  serveLower  customer  acquisi9on  and  reten9on  costsIncrease  sales  to  new  and  exis9ng  customersFriday, 8 March, 13
    • Canadians  -­‐  Leisure  Ac9vi9es0.000%$ 5.000%$ 10.000%$ 15.000%$ 20.000%$ 25.000%$ 30.000%$Other,$please$specify$Shopping$Dining$out$Cra>s$$Playing$video$games$Relaxing$Watching$a$movie$Spending$Fme$with$friends$VacaFon$Listening$to$music$Browsing$the$internet$Exercising/working$out$Spending$Fme$with$family$Reading$Watching$TV$2012$ 2013$Friday, 8 March, 13
    • correla9on  does  not  imply  causa9onhttp://imgs.xkcd.com/comics/correlation.pngFriday, 8 March, 13
    • Canadians  -­‐  Reading0%# 10%# 20%# 30%# 40%# 50%# 60%# 70%# 80%# 90%# 100%#Read#a#book#on#my#mobile#phone#Listen#to#audio#books#Read#digital#books##Read#books#(paper#version)#More#than#3#hours#per#day# 1#to#3#hours#per#day# <1#hour#per#day#2012#2013#Friday, 8 March, 13
    • Book-­‐Buying  Behaviour  in  CanadaFriday, 8 March, 13
    • Methodology• Online  survey• Approximately  1000  English  speaking  book  buyers  across  Canada  are  surveyed  each  quarter  (333  per  month)• Respondents  had  to  purchase  at  least  1  book  in  the  proceeding  month  to  qualify• Ques9ons  are  asked  about  all  books  purchased  • Par9cipants  are  compensated  for  par9cipa9on• Same  base  ques9onnaire  being  asked  each  quarter• Ability  to  ask  custom  ques9ons  with  each  quarterly  fielding  Friday, 8 March, 13
    • ~4,000  respondents  about~12,000  booksin  2012  we  asked...Friday, 8 March, 13
    • Friday, 8 March, 13
    • Friday, 8 March, 13
    • the  Canadian  book-­‐buyer•  female•  born  in  Canada•  have  a  household  income  of  $50,000  to  $74,999•  a  professional  or  execu9ve•  employed  full-­‐9me•  have  a  university  degree•  live  in  a  city  or  urban  area•  good  chance  they  didn’t  buy  their  book  in  a  ‘bookstore’Friday, 8 March, 13
    • the  Canadian  book-­‐buyer1  in  3  Canadians  Buy  a  Book  Each  MonthFriday, 8 March, 13
    • the  Canadian  book-­‐buyerIn  2012  Book  Buyers  bought  2.87  books  a  monthFriday, 8 March, 13
    • Book  Retailers 37%Non-­‐Book  Retailers 33%Online   27%Other 3%where  did  they  buyFriday, 8 March, 13
    • what  did  they  buyFormat/PeriodQ1  2012 Q2  2012 Q3  2012 Q4  2012Print 86% 87% 86% 88%Ebook 21% 18% 19% 15%Both 5% 6% 6% 5%Friday, 8 March, 13
    • what  did  they  buy0%#10%#20%#30%#40%#50%#60%#70%#80%#90%#100%#All#Adult#Books# Adult#Fic9on# Adult#Non<Fic9on#Other#E<Book#Paperback#Hardcover#Subject  by  FormatFriday, 8 March, 13
    • what  did  they  buy0.00%$2.00%$4.00%$6.00%$8.00%$10.00%$12.00%$14.00%$16.00%$18.00%$20.00%$Q1$ Q2$ Q3$ Q4$Percentage$of$E7Book$Sales$2012$$E7Book$$Friday, 8 March, 13
    • what  did  they  pay$12.89$19.49$12.59$6.97$0.00$5.00$10.00$15.00$20.00$25.00AllFormats Hardcover Paperback E@BookAverage  price  paid  for  books  purchased  in  2012Friday, 8 March, 13
    • Friday, 8 March, 13
    • e  to  p  comparison  shopping0.0%$5.0%$10.0%$15.0%$20.0%$25.0%$30.0%$35.0%$O*en$ Some0mes$ Rarely$ Never$ I$only$purchase$e>books$Friday, 8 March, 13
    • 0.0%$5.0%$10.0%$15.0%$20.0%$25.0%$30.0%$35.0%$O*en$ Some0mes$ Rarely$ Never$e-­‐retailer  comparison  shoppingFriday, 8 March, 13
    • devices  they  own27%  of  book  buyers  own  a  dedicated  e-­‐reader20%  of  book  buyers  own  a  tabletFriday, 8 March, 13
    • How  do  book  buyers  discover...Friday, 8 March, 13
    • awareness  game...#1  -­‐  In  store#2  -­‐  RecommendaJon  from  a  friend  #3  -­‐  Read  a  review#4  -­‐  Read  an  excerpt  #5  -­‐  Bestseller  Listall  formatsFriday, 8 March, 13
    • awareness  that  results  in  a  sale  *47%$31%$22%$4%$1%$22%$In*person$Online$Print$$TV$Radio$Other$*  Respondents  can  make  more  than  one  selecJon%  of  all  books  purchased  in  2012Friday, 8 March, 13
    • in  person  awareness  *  Respondents  can  make  more  than  one  selecJonReceivedrecommenda-onfromafriend/rela-ve,25.5%BookClub/readinggroup,2.3%BookFair,3.1%Sawauthortalkaboutthebook,2.9%RecipientAskedForItem,4.0%ReceivedasaGiK,3.4%AtSchool,7.0%Atthelibrary,9.2%InNStoreSalesClerk,4.8%InNStoreDisplay/OnShelf/SpinningRack,37.8%Other,20.5%Friday, 8 March, 13
    • social  media  =  publisher’s  websitesFriday, 8 March, 13
    • Magazine(Ad,(2%(Newspaper(Ad,(2%(Ad(on(a(website((banner(ad),(4%(Read(an(excerpt(from(the(book,(13%(Email(From(Retailer,(5%(Email(From(Publisher,(4%(Book(Review((e.g,(NY(Times),(7%(Customer(Review((e.g.,(on(a(retailers(website),(8%(Authors(Website,(12%(Publishers(Website,(6%(Read(about(author/book(on(a(blog,(9%(Saw,(or(heard(about,(the(author/book(in(a(video((e.g.,(Youtube),(5%(Received(recommendaVon(on(a(social(network((e.g.,(Facebook,(TwiWer),(6%(Retailer(recommendaVon(on(a(retailers(website((e.g.(Amazon.ca),(10%(Book(Club/reading(group,(4%(Read(a(teaser(in(a(book(I(was(reading,(5%(Other,(35%(online  awarenessFriday, 8 March, 13
    • awareness  vs.  format0%#10%#20%#30%#40%#50%#60%#70%#80%#90%#100%#All# Paper# E5Book#Other#Print#Online#In#person#Friday, 8 March, 13
    • awareness  game...#1  -­‐  RecommendaJon  from  a  friend#2  -­‐  Read  an  excerpt  #3  -­‐  Bestseller  List#4  -­‐  Retailer  recommendaJon#5  -­‐  Author’s  websitedigital  formatsFriday, 8 March, 13
    • awareness  vs.  subjectAdult  Fic9on...Adult  Non-­‐Fic9on...Bestseller  Lists,  In-­‐Store,  ExcerptsRecommenda9ons,  See/Hear  the  Author,  School  or  LibraryFriday, 8 March, 13
    • Going  to  the  store/browser...25% of book purchases are impulse buysebooks tend not to be impulse purchasesFriday, 8 March, 13
    • #1  -­‐  I  like  the  topic/subject#2  -­‐  I  like  the  author#3  -­‐  Price#4  -­‐  I’ve  read  other  books  in  the  series#5  -­‐  I  looked  though  the  book  and  liked  itWhy  did  you  purchase  this  book?N  =  8665All  Books...Friday, 8 March, 13
    • #1  -­‐  I  like  the  author#2  -­‐  I  like  the  series#3  -­‐  Price#4  -­‐  I  like  the  character#5  -­‐  Intrigued  by  book  JtleWhy  did  you  purchase  this  book?N  =  1005FicJon  -­‐  MysteryFriday, 8 March, 13
    • social  ‘reader’  networksNone,&83%&GoodReads,&7%&LibraryThing,&3%&Living&Social,&3%&BooksConnect,&3%&ConnectViaBooks,&1%&RedRoom,&2%&WeRead.com,&1%&Pulse&It,&1%&Shelfari,&2%&49th&Shelf,&1%&Other,&3%&Other,&27%&Friday, 8 March, 13
    • the  joy  of  the  ‘other’  answerMy niece is named Zoe and I couldnt resist thecolourful pictures and glitter on the book and so itwas an impulse buy as a giftThere was a good review in a magazine I read (sorry,youll have to actually generate a decent survey to findout which magazine ;o)When i wait somewhere for a rendez-vousyour survey gave me information onother ereader/book sites i didnt knowabout. thank-you.Why  did  you  buy  this  book?Where  are  you  going  to  read  this  book?Our  Survey...Friday, 8 March, 13
    • the  joy  of  the  ‘other’  answerI LOVE BOOKS!Friday, 8 March, 13
    • BNC RESEARCHThe Canadian BookConsumer 2012PREPARED BY BOOKNET CANADA STAFF© BOOKNET CANADA 2012Book-BuyingBehaviour In CanadaJanuary To June 2012Out  NowOut  NowAprilFriday, 8 March, 13
    • Thank  youngenner@booknetcanada.cahep://www.booknetcanada.caSign  up  for  free  BNC  eNewsfacebook.com/BookNetCanada@booknet_canadaFriday, 8 March, 13