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The analysis of online bookshop consumer groups behavior differences

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Arūnas Gudinavičius, Andrius Šuminas. Vilnius University
Presentation at the International Book Science Conference "The minority book: historical experiences and modern expressions in the global world". Vilnius University, Lithuanian Academy of Sciences, Vilnius, 24–25 September 2015.

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The analysis of online bookshop consumer groups behavior differences

  1. 1. The analysis of online bookshop consumer groups behavior differences RESEARCHERS: ARŪNAS GUDINAVIČIUS, ANDRIUS ŠUMINAS DATA COLLECTORS: JUSTINAS ČERVOKAS, INGRIDA KUORYTĖ VILNIUS UNIVERSITY
  2. 2. 1 new ebook title every 1 minute (just on Amazon)
  3. 3. Aim and tasks Aim: to find out how different age groups and sexes of readers are choosing books by its covers on internet bookstores Tasks: • Find differences on book cover selection between men and women, age groups (18-35, 36-55, over 56) on: • colors, • graphics, • decision speed, • looking at cover time, • browsing strategies
  4. 4. Methodology
  5. 5. Cover selection principles: colors, graphics and not bestsellers Colours: • Two covers in each primary colors: red, yellow, and blue. • Two covers in each secondary colors: orange, green, and violet (purple). • Two covers in white and black colors. • Two multicolored covers. Graphics: • Two different kinds of graphic: computer graphic (line art, painting, etc.) and photorealistic graphic (humans, faces, landscapes, etc.); • Men, woman, children, nature landscapes inluded; Other: • Not bestsellers: the authors are little known (subjectively); • Books in Lithuanian language (original or translations).
  6. 6. Selected covers
  7. 7. Data collection equipment Mobile eye tracking laboratory: • eye tracking equipment (Tobii X2-30 Eye Tracker) • eye tracking software (Tobii Studio 3.2)
  8. 8. Measures • time to first fixation • fixation count • mouse click count
  9. 9. Research duration and locations Work with the respondents: June 2015 180 respondents Locations: • Bookstore Didysis Pegasas. PC AKROPOLIS, Ozo g. 25, Vilnius (48 hours) • Vilnius County Adomas Mickevicius Public Library, Trakų st. 10, Vilnius (30 hours)
  10. 10. Findings (1/2) DECISION TIME, AVERAGE LOOKING AT BOOK COVER TIME , WHICH COVER SEEN FIRST AND THE REASONS OF BOOK COVER CHOOSING
  11. 11. Respondent portrait • 3,2 books read in past 6 months • 1,4 books bought at traditional bookstores in past 6 months • 2,3 books bought at supermarkets in past 6 months • 1,6 books bought at internet bookstores in past 6 months • 2,6 books borrowed at libraries in past 6 months
  12. 12. Women and age group 18-35 decide faster Average time to decision 42,98 39,16 27,53 39,04 34,07 36,56 0,00 5,00 10,00 15,00 20,00 25,00 30,00 35,00 40,00 45,00 50,00 Age 56+ Age 36-55 Age 18-35 Men Women All
  13. 13. Men and age group 36-55 are looking longer Average looking at book cover time (sec.) 1,14 1,63 1,14 1,44 1,17 1,30 0,00 0,20 0,40 0,60 0,80 1,00 1,20 1,40 1,60 1,80 Age 56+ Age 36-55 Age 18-35 Men Women All
  14. 14. Average looking at book cover time: Women – 1,17; Men – 1,44; all – 1,30 sec. MW Men 12% MW Men 12% MW Women 10% MW Men 12% MW Women 12% MW Women 11% LW Men 1% MW Women 10% W: 1,42 W: 1,51 W: 1,54 W: 0,96 W: 1,09 W: 1,08 M: 1,57 M: 2,20 M: 1,75 M: 1,38 M: 1,30 M: 1,51 W: 1,21 W: 1,26 W: 1,34 W: 1,20 W: 1,13 W: 0,99 M: 1,63 M: 1,68 M: 1,25 M: 1,06 M: 1,40 M: 1,29 W: 0,93 W: 1,02 W: 1,22 W: 1,23 W: 1,04 W: 0,84 M: 1,23 M: 1,10 M: 1,31 M: 1,50 M: 1,15 M: 1,56 M – Men, W – Women, MW – most wanted cover, LW – less wanted cover, green – best results, red – worst results LW Women 1% LW Women 1% LW Men 1% LW Women 1% LW Men 1% LW Women 2% LW Men 1% MW Men 9%
  15. 15. Which cover seen first? Average time on cover first fixation MW Men 12% MW Men 12% MW Women 10% MW Men 12% MW Women 12% MW Women 11% LW Men 1% MW Women 10% W: 1,42 W: 1,51 W: 1,54 W: 0,96 W: 1,09 W: 1,08 M: 1,57 M: 2,20 M: 1,75 M: 1,38 M: 1,30 M: 1,51 W: 1,21 W: 1,26 W: 1,34 W: 1,20 W: 1,13 W: 0,99 M: 1,63 M: 1,68 M: 1,25 M: 1,06 M: 1,40 M: 1,29 W: 0,93 W: 1,02 W: 1,22 W: 1,23 W: 1,04 W: 0,84 M: 1,23 M: 1,10 M: 1,31 M: 1,50 M: 1,15 M: 1,56 M – Men, W – Women, MW – most wanted cover, LW – less wanted cover, green – best results, red – worst results LW Women 1% LW Women 1% LW Men 1% LW Women 1% LW Men 1% LW Women 2% LW Men 1% MW Men 9%
  16. 16. Why did you selected this book? (women vs men) 1 3 7 16 20 43 0 3 8 9 22 48 0 10 20 30 40 50 60 Friend recommendation Seen in advertisement Known author Other Nice cover Attractive title Men Woman
  17. 17. Why did you selected this book? (age groups) 0 2 11 10 11 26 1 1 2 9 13 34 0 3 2 6 18 31 0 5 10 15 20 25 30 35 40 Friend recommendation Seen in advertisement Known author Other Nice cover Attractive title Age 18-35 Age 36-55 Age 56+
  18. 18. Findings (2/2) WARM VS COOL COLOR PREFERENCES, PHOTOREALISTIC VS GRAPHIC STYLES PREFERENCES AND BROWSING STRATEGIES
  19. 19. Warm and cool colors: men prefer warm, women – cool color covers 1-2 1-3 1-4 1-5 2-1 2-2 2-4 1-1 2-5 2-6 3-2 3-3 3-5 3-6 WHITE: 1-6, 2-3 BLACK: 3-1, 3-4 Warm, % Cool, % All 51% 49% Women 46% 54% Men 55% 45%
  20. 20. Warm and cool colors: changing preferences with age 1-2 1-3 1-4 1-5 2-1 2-2 2-4 1-1 2-5 2-6 3-2 3-3 3-5 3-6 WHITE: 1-6, 2-3 BLACK: 3-1, 3-4 Women & men Warm, % Cool, % Age 18-35 38% 62% Age 36-55 52% 48% Age 56+ 60% 40%
  21. 21. Warm and cool colors: changing preferences with age 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Women Warm Cool 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Men Warm Cool 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ All (women & men) Warm Cool
  22. 22. Photorealism vs stylized: changing preferences with age 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Women Photorealism Stylized 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Men Photorealism Stylized 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ All (women & men) Photorealism Stylized
  23. 23. Younger are looking more focused (age 18-35)
  24. 24. Younger are looking more focused (age 36-55)
  25. 25. Younger are looking more focused (age 56+)
  26. 26. Selecting strategies: cover IS NOT important
  27. 27. Selecting strategies: cover IS important
  28. 28. Selecting strategies: thorough and chaotic
  29. 29. Selecting strategies: fast and consistent
  30. 30. Conclusions • It takes 15% more time to decide on book cover for men then for women • Men are looking (fixation time) into book cover 23% more time then women • It takes 42% more time to decide on book cover for age group 36-55 then 18-35. And for age 56+ takes 10% more time then 36-55. • Age group 36-55 was looking (fixation time) at book covers 30% more time then 18-35 or 55+
  31. 31. Conclusions • Women are looking 10% longer to the most wanted covers (to compare with average time) • Men are looking 1% longer to the most wanted covers • Both (women and men) are looking 12-14% shorter to the least wanted covers • The place of cover (in 3 rows and 6 columns grid) is not important for choosing cover the user want when choosing duration is managed by user itself.
  32. 32. Conclusions • Women at younger age (18-35) much more prefer cool book cover colors, but at the age 36+ the difference almost disappears. • Men at younger age (18-55) almost has no preference between warm and cool color book covers. At the age 56+ much more men prefer warm colors. • In all age groups women likes a little bit more cool colors (54%) and men likes more warm colors (55%). • Men at younger ages (18-55) prefer stylized book cover. This changes in 56+ age group to 60% photorealistic covers preference. • Women has modest photorealistic style book covers preference over stylized at all age groups and this preference reveals at 56+ age group up to 57%.
  33. 33. Conclusions • Few browsing strategies can be identified: • cover IS NOT important vs cover IS important • thorough and chaotic vs fast and consistent • The research should be continued on investigating the reasons of book selecting behavior, motives and browsing strategies
  34. 34. The analysis of online bookshop consumer groups behavior differences RESEARCHERS: ARŪNAS GUDINAVIČIUS, ANDRIUS ŠUMINAS DATA COLLECTORS: JUSTINAS ČERVOKAS, INGRIDA KUORYTĖ VILNIUS UNIVERSITY

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