BNC	  Technology	  ForumCanadian	  Book-­‐Buying	  BehaviourNoah	  GennerFriday, 8 March, 13
why	  consumer	  analy/csDeliver	  higher	  returns	  on	  marke9ng	  and	  promo9ons	  Increase	  sales	  force	  effec9ve...
Canadians	  -­‐	  Leisure	  Ac9vi9es0.000%$ 5.000%$ 10.000%$ 15.000%$ 20.000%$ 25.000%$ 30.000%$Other,$please$specify$Shop...
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#au...
Book-­‐Buying	  Behaviour	  in	  CanadaFriday, 8 March, 13
Methodology• Online	  survey• Approximately	  1000	  English	  speaking	  book	  buyers	  across	  Canada	  are	  surveyed...
~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	  $74,9...
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 ...
what	  did	  they	  buy0%#10%#20%#30%#40%#50%#60%#70%#80%#90%#100%#All#Adult#Books# Adult#Fic9on# Adult#Non<Fic9on#Other#E...
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$Percentage$o...
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@BookAvera...
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$only$purc...
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 ...
devices	  they	  own27%	  of	  book	  buyers	  own	  a	  dedicated	  e-­‐reader20%	  of	  book	  buyers	  own	  a	  tablet...
How	  do	  book	  buyers	  discover...Friday, 8 March, 13
awareness	  game...#1	  -­‐	  In	  store#2	  -­‐	  RecommendaJon	  from	  a	  friend	  #3	  -­‐	  Read	  a	  review#4	  -­...
awareness	  that	  results	  in	  a	  sale	  *47%$31%$22%$4%$1%$22%$In*person$Online$Print$$TV$Radio$Other$*	  Respondents...
in	  person	  awareness	  *	  Respondents	  can	  make	  more	  than	  one	  selecJonReceivedrecommenda-onfromafriend/rela...
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...
awareness	  vs.	  format0%#10%#20%#30%#40%#50%#60%#70%#80%#90%#100%#All# Paper# E5Book#Other#Print#Online#In#person#Friday...
awareness	  game...#1	  -­‐	  RecommendaJon	  from	  a	  friend#2	  -­‐	  Read	  an	  excerpt	  #3	  -­‐	  Bestseller	  Li...
awareness	  vs.	  subjectAdult	  Fic9on...Adult	  Non-­‐Fic9on...Bestseller	  Lists,	  In-­‐Store,	  ExcerptsRecommenda9on...
Going	  to	  the	  store/browser...25% of book purchases are impulse buysebooks tend not to be impulse purchasesFriday, 8 ...
#1	  -­‐	  I	  like	  the	  topic/subject#2	  -­‐	  I	  like	  the	  author#3	  -­‐	  Price#4	  -­‐	  I’ve	  read	  other	...
#1	  -­‐	  I	  like	  the	  author#2	  -­‐	  I	  like	  the	  series#3	  -­‐	  Price#4	  -­‐	  I	  like	  the	  character#...
social	  ‘reader’	  networksNone,&83%&GoodReads,&7%&LibraryThing,&3%&Living&Social,&3%&BooksConnect,&3%&ConnectViaBooks,&1...
the	  joy	  of	  the	  ‘other’	  answerMy niece is named Zoe and I couldnt resist thecolourful pictures and glitter on the...
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 Can...
Thank	  youngenner@booknetcanada.cahep://www.booknetcanada.caSign	  up	  for	  free	  BNC	  eNewsfacebook.com/BookNetCanad...
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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 device preferences over 2012.

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Transcript of "Canadian Book-Buying Behaviour"

  1. 1. BNC  Technology  ForumCanadian  Book-­‐Buying  BehaviourNoah  GennerFriday, 8 March, 13
  2. 2. 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
  3. 3. 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
  4. 4. correla9on  does  not  imply  causa9onhttp://imgs.xkcd.com/comics/correlation.pngFriday, 8 March, 13
  5. 5. 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
  6. 6. Book-­‐Buying  Behaviour  in  CanadaFriday, 8 March, 13
  7. 7. 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
  8. 8. ~4,000  respondents  about~12,000  booksin  2012  we  asked...Friday, 8 March, 13
  9. 9. Friday, 8 March, 13
  10. 10. Friday, 8 March, 13
  11. 11. 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
  12. 12. the  Canadian  book-­‐buyer1  in  3  Canadians  Buy  a  Book  Each  MonthFriday, 8 March, 13
  13. 13. the  Canadian  book-­‐buyerIn  2012  Book  Buyers  bought  2.87  books  a  monthFriday, 8 March, 13
  14. 14. Book  Retailers 37%Non-­‐Book  Retailers 33%Online   27%Other 3%where  did  they  buyFriday, 8 March, 13
  15. 15. 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
  16. 16. 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
  17. 17. 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$$Friday, 8 March, 13
  18. 18. what  did  they  pay$12.89$19.49$12.59$6.97$0.00$5.00$10.00$15.00$20.00$25.00AllFormats Hardcover Paperback E@BookAverage  price  paid  for  books  purchased  in  2012Friday, 8 March, 13
  19. 19. Friday, 8 March, 13
  20. 20. e  to  p  comparison  shopping0.0%$5.0%$10.0%$15.0%$20.0%$25.0%$30.0%$35.0%$O*en$ Some0mes$ Rarely$ Never$ I$only$purchase$e>books$Friday, 8 March, 13
  21. 21. 0.0%$5.0%$10.0%$15.0%$20.0%$25.0%$30.0%$35.0%$O*en$ Some0mes$ Rarely$ Never$e-­‐retailer  comparison  shoppingFriday, 8 March, 13
  22. 22. devices  they  own27%  of  book  buyers  own  a  dedicated  e-­‐reader20%  of  book  buyers  own  a  tabletFriday, 8 March, 13
  23. 23. How  do  book  buyers  discover...Friday, 8 March, 13
  24. 24. awareness  game...#1  -­‐  In  store#2  -­‐  RecommendaJon  from  a  friend  #3  -­‐  Read  a  review#4  -­‐  Read  an  excerpt  #5  -­‐  Bestseller  Listall  formatsFriday, 8 March, 13
  25. 25. awareness  that  results  in  a  sale  *47%$31%$22%$4%$1%$22%$In*person$Online$Print$$TV$Radio$Other$*  Respondents  can  make  more  than  one  selecJon%  of  all  books  purchased  in  2012Friday, 8 March, 13
  26. 26. 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
  27. 27. social  media  =  publisher’s  websitesFriday, 8 March, 13
  28. 28. 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
  29. 29. 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
  30. 30. 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
  31. 31. awareness  vs.  subjectAdult  Fic9on...Adult  Non-­‐Fic9on...Bestseller  Lists,  In-­‐Store,  ExcerptsRecommenda9ons,  See/Hear  the  Author,  School  or  LibraryFriday, 8 March, 13
  32. 32. Going  to  the  store/browser...25% of book purchases are impulse buysebooks tend not to be impulse purchasesFriday, 8 March, 13
  33. 33. #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
  34. 34. #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
  35. 35. 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
  36. 36. 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
  37. 37. the  joy  of  the  ‘other’  answerI LOVE BOOKS!Friday, 8 March, 13
  38. 38. BNC RESEARCHThe Canadian BookConsumer 2012PREPARED BY BOOKNET CANADA STAFF© BOOKNET CANADA 2012Book-BuyingBehaviour In CanadaJanuary To June 2012Out  NowOut  NowAprilFriday, 8 March, 13
  39. 39. Thank  youngenner@booknetcanada.cahep://www.booknetcanada.caSign  up  for  free  BNC  eNewsfacebook.com/BookNetCanada@booknet_canadaFriday, 8 March, 13

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