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What’s Going On With Readers Today?
Open call to publishers: what would you like
us to ask Goodreads members?


                                     2
The Journey of a Reader
A Tale of Two Books




    Published September 2011                  Published May 2012
      Paperback July 2012

Surveyed 1,000 Goodreads Members Who   Surveyed 1,000 Goodreads Members Who
  Read the Book in Dec 2012/Jan 2013     Read the Book in Dec 2012/Jan 2013
Where Did You Hear About The Book?
Friend’s Recommendation
                  Media
               Goodreads
Goodreads Choice Awards
                 Amazon
               Bookstore
                 Library
                Facebook
               Book Club
                    Blog
                 Twitter

                           0          10         20                   30                           40
   Gone Girl      Night Circus                        Percent

                                                                Note: multiple responses allowed
Goodreads Choice Awards
                 Goodreads(Users(Adding(Gone(Girl(by(Week(
!20,000!!

!18,000!!

!16,000!!

!14,000!!

!12,000!!

!10,000!!

 !8,000!!

 !6,000!!

 !4,000!!

 !2,000!!

     !"!!!!
        1/7/12! 2/7/12! 3/7/12! 4/7/12! 5/7/12! 6/7/12! 7/7/12! 8/7/12! 9/7/12! 10/7/12! 11/7/12!12/7/12!
What Convinced You To Read The Book?
          Trusted Friend
Everyone Talking About It
               Book Club
     Goodreads - Reviews
          On “Best” Lists
            Sample Read
        Amazon Reviews
Goodreads Choice Awards
    Liked Author’s Books
              Book Blurb
                   Cover

                            0        10                      20             30
                                               Percent
    Gone Girl        Night Circus
                                            Note: only one answer allowed
The Effect of Goodreads Reviews
   163,500 Ratings           126,000 Ratings
    34,200 Reviews            22,000 Reviews




       58%                      52%
   Goodreads reviews primary reason I bought/
      helped convince me to buy the book
Goodreads Reviews Work Harder For You Than Other Reviews

Goodreads Reviews on   Reviews in Goodreads Newsfeed   Goodreads Updates Shared on Twitter




                                                           Goodreads members share
                                                       19 million books/month on Facebook
What Convinced You To Read The Book?
          Trusted Friend
Everyone Talking About It
               Book Club
     Goodreads - Reviews
          On “Best” Lists
            Sample Read
        Amazon Reviews
Goodreads Choice Awards
    Liked Author’s Books
              Book Blurb
                   Cover

                            0        10                 20                              30
                                              Percent
    Gone Girl        Night Circus
                                                        Note: only one answer allowed
Sampling books is slightly more
 popular with bookstore buyers


Look Through Book/   Bookstore   Online
   Read Sample        Buyers     Buyers

      Always           25%        19%

      Often            19%        18%

     Usually           16%        17%

    Sometimes          30%        32%

      Never            10%        14%
What Convinced You To Read The Book?
          Trusted Friend
Everyone Talking About It
               Book Club
     Goodreads - Reviews
          On “Best” Lists
            Sample Read
        Amazon Reviews
Goodreads Choice Awards
    Liked Author’s Books
              Book Blurb
                   Cover

    Gone Girl           0
                     Night Circus    10                 20                              30
                                              Percent

                                                        Note: only one answer allowed
Where Did You Acquire The Book?
              Library                                               30% e-book
               Kindle
             Amazon
            Borrowed
                Nook
           B&N Store                                          Gone Girl        Night Circus
            B&N.com
                 Gift
         Apple iBooks
        Independents
Costco/Target/Walmart
              Audible
                Kobo
     Used Books Store

                        0        10          20         30                40
                                          Percentage
In what format did you read the book?

        Print
Total E-Books
      Kindle
        Nook
      iTunes
        Kobo
       Other
  Audiobook
                0       10        20    30    40      50      60   70

          Gone Girl      Night Circus
Which Format Do You Prefer to Read?

            Print & E-Books                                                              45%

                 Print Only                            23%

Print, E-Books & Audiobooks                          21%

              E-Books Only             9%

           Audiobooks Only        1%

                              0        10     20                30                 40      50



                                            Data from Goodreads Member Survey Dec 2012
Now Looking at Results from
General Goodreads Members Survey

  1,500 US-Based Goodreads Members

       83% Female / 17% Male
       (Usually 70% Female / 30% Male)


             13 - 17 years:   5%
            18 - 24 years:    11%
            25 - 34 years:    28%
            35 - 44 years:    24%
            45 - 54 years:    16%
            55+ years:        17%
37% of Cell Phone Owners Read E-Books on Them


  Commuting/Waiting


  Lunch break at work


                In bed


         Around home


Only device for e-books       13%

                          0     20    40         60                             80

                                                  Note: multiple responses allowed
86% of Tablet Owners Read E-Books on Them

  Commuting/Waiting


  Lunch break at work


                In bed


         Around home


Only device for e-books              32%

                          0   20           40        60                               80
 Of members who got a new device this xmas, tablets beat e-ink 3.6:1
                                                       Note: multiple responses allowed
31% Highlight when reading e-books


78%   Highlight for own personal use

21%   Share them with others via social media

22%   Use them when writing a review

9%    Would share highlights but don’t know how/don’t have option



                                                         Note: multiple responses allowed
“Life takes us to unexpected places sometimes. The   “There’s something disturbing about recalling a
   future is never set in stone, remember that.”        warm memory and feeling utterly cold.”
                The Night Circus                                        Gone Girl




                                        1,152,000
                             Quotes Shared on Goodreads in January 2013




     “The finest of pleasures are always the               “Sleep is like a cat: It only comes to
                unexpected ones.”                                  you if you ignore it.”
                The Night Circus                                        Gone Girl
73% of E-Book Readers Shop Around for Best Price For an E-Book

                                                29
                                                          27



        19


                     14
                                   11




     Always        Often        Usually     Sometimes    Never
% of E-Book Readers Who Shop Around for the Best Price
If you read e-books, where do you get them from?

  % of Kindle e-book     Apple iBooks                 18%            E-Book Readers Are
        readers who             Nook             15%             Experimenting With Platforms
           also read:
                          Google Play
                                Kobo
                                Sony

 % of Nook e-book             Kindle                             37%
      readers who        Apple iBooks
        also read:
                          Google Play
                                Kobo
                                Sony


  % of Apple iBooks           Kindle                                               65%
e-book readers who             Nook
          also read:
                          Google Play
                                Kobo
                                Sony
                                        0   10   20         30   40    50     60     70
What Do You Want to Do When You Get to the End of a Book?


         83%    See what else the author has written

         75%    Find more books similar to what just read

         69%    Discuss the book with friends

         35%    Read other people’s reviews
What Should I Read Next?
Gone Girl Readers Read   The Night Circus Readers
  These Books Next        Read These Books Next
Would Readers be Interested in Reading a Book in Serial Format Instead of
                 Waiting Six Months for Complete Book?
                                             49% say yes!

Extremely Interested


     Very Interested


          Interested


Somewhat Interested


Not At All Interested

                        0             15          30        45   60
                                                  Percent
      Like Author           Unknown Author
Otis Y Chandler, CEO
otis@goodreads.com
 goodreads.com/otis
 twitter.com/otown

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What's Going On With Readers Today

  • 1. What’s Going On With Readers Today?
  • 2. Open call to publishers: what would you like us to ask Goodreads members? 2
  • 3. The Journey of a Reader
  • 4. A Tale of Two Books Published September 2011 Published May 2012 Paperback July 2012 Surveyed 1,000 Goodreads Members Who Surveyed 1,000 Goodreads Members Who Read the Book in Dec 2012/Jan 2013 Read the Book in Dec 2012/Jan 2013
  • 5.
  • 6. Where Did You Hear About The Book? Friend’s Recommendation Media Goodreads Goodreads Choice Awards Amazon Bookstore Library Facebook Book Club Blog Twitter 0 10 20 30 40 Gone Girl Night Circus Percent Note: multiple responses allowed
  • 7. Goodreads Choice Awards Goodreads(Users(Adding(Gone(Girl(by(Week( !20,000!! !18,000!! !16,000!! !14,000!! !12,000!! !10,000!! !8,000!! !6,000!! !4,000!! !2,000!! !"!!!! 1/7/12! 2/7/12! 3/7/12! 4/7/12! 5/7/12! 6/7/12! 7/7/12! 8/7/12! 9/7/12! 10/7/12! 11/7/12!12/7/12!
  • 8.
  • 9. What Convinced You To Read The Book? Trusted Friend Everyone Talking About It Book Club Goodreads - Reviews On “Best” Lists Sample Read Amazon Reviews Goodreads Choice Awards Liked Author’s Books Book Blurb Cover 0 10 20 30 Percent Gone Girl Night Circus Note: only one answer allowed
  • 10. The Effect of Goodreads Reviews 163,500 Ratings 126,000 Ratings 34,200 Reviews 22,000 Reviews 58% 52% Goodreads reviews primary reason I bought/ helped convince me to buy the book
  • 11. Goodreads Reviews Work Harder For You Than Other Reviews Goodreads Reviews on Reviews in Goodreads Newsfeed Goodreads Updates Shared on Twitter Goodreads members share 19 million books/month on Facebook
  • 12. What Convinced You To Read The Book? Trusted Friend Everyone Talking About It Book Club Goodreads - Reviews On “Best” Lists Sample Read Amazon Reviews Goodreads Choice Awards Liked Author’s Books Book Blurb Cover 0 10 20 30 Percent Gone Girl Night Circus Note: only one answer allowed
  • 13. Sampling books is slightly more popular with bookstore buyers Look Through Book/ Bookstore Online Read Sample Buyers Buyers Always 25% 19% Often 19% 18% Usually 16% 17% Sometimes 30% 32% Never 10% 14%
  • 14. What Convinced You To Read The Book? Trusted Friend Everyone Talking About It Book Club Goodreads - Reviews On “Best” Lists Sample Read Amazon Reviews Goodreads Choice Awards Liked Author’s Books Book Blurb Cover Gone Girl 0 Night Circus 10 20 30 Percent Note: only one answer allowed
  • 15.
  • 16. Where Did You Acquire The Book? Library 30% e-book Kindle Amazon Borrowed Nook B&N Store Gone Girl Night Circus B&N.com Gift Apple iBooks Independents Costco/Target/Walmart Audible Kobo Used Books Store 0 10 20 30 40 Percentage
  • 17.
  • 18. In what format did you read the book? Print Total E-Books Kindle Nook iTunes Kobo Other Audiobook 0 10 20 30 40 50 60 70 Gone Girl Night Circus
  • 19. Which Format Do You Prefer to Read? Print & E-Books 45% Print Only 23% Print, E-Books & Audiobooks 21% E-Books Only 9% Audiobooks Only 1% 0 10 20 30 40 50 Data from Goodreads Member Survey Dec 2012
  • 20. Now Looking at Results from General Goodreads Members Survey 1,500 US-Based Goodreads Members 83% Female / 17% Male (Usually 70% Female / 30% Male) 13 - 17 years: 5% 18 - 24 years: 11% 25 - 34 years: 28% 35 - 44 years: 24% 45 - 54 years: 16% 55+ years: 17%
  • 21. 37% of Cell Phone Owners Read E-Books on Them Commuting/Waiting Lunch break at work In bed Around home Only device for e-books 13% 0 20 40 60 80 Note: multiple responses allowed
  • 22. 86% of Tablet Owners Read E-Books on Them Commuting/Waiting Lunch break at work In bed Around home Only device for e-books 32% 0 20 40 60 80 Of members who got a new device this xmas, tablets beat e-ink 3.6:1 Note: multiple responses allowed
  • 23. 31% Highlight when reading e-books 78% Highlight for own personal use 21% Share them with others via social media 22% Use them when writing a review 9% Would share highlights but don’t know how/don’t have option Note: multiple responses allowed
  • 24. “Life takes us to unexpected places sometimes. The “There’s something disturbing about recalling a future is never set in stone, remember that.” warm memory and feeling utterly cold.” The Night Circus Gone Girl 1,152,000 Quotes Shared on Goodreads in January 2013 “The finest of pleasures are always the “Sleep is like a cat: It only comes to unexpected ones.” you if you ignore it.” The Night Circus Gone Girl
  • 25. 73% of E-Book Readers Shop Around for Best Price For an E-Book 29 27 19 14 11 Always Often Usually Sometimes Never % of E-Book Readers Who Shop Around for the Best Price
  • 26. If you read e-books, where do you get them from? % of Kindle e-book Apple iBooks 18% E-Book Readers Are readers who Nook 15% Experimenting With Platforms also read: Google Play Kobo Sony % of Nook e-book Kindle 37% readers who Apple iBooks also read: Google Play Kobo Sony % of Apple iBooks Kindle 65% e-book readers who Nook also read: Google Play Kobo Sony 0 10 20 30 40 50 60 70
  • 27. What Do You Want to Do When You Get to the End of a Book? 83% See what else the author has written 75% Find more books similar to what just read 69% Discuss the book with friends 35% Read other people’s reviews
  • 28.
  • 29. What Should I Read Next? Gone Girl Readers Read The Night Circus Readers These Books Next Read These Books Next
  • 30. Would Readers be Interested in Reading a Book in Serial Format Instead of Waiting Six Months for Complete Book? 49% say yes! Extremely Interested Very Interested Interested Somewhat Interested Not At All Interested 0 15 30 45 60 Percent Like Author Unknown Author
  • 31. Otis Y Chandler, CEO otis@goodreads.com goodreads.com/otis twitter.com/otown