Targeting Book Buyers with Nielsen Survey Data

MAKING THE BEST MARKETING
CAMPAIGNS EVEN BETTER
TARGETING BOOK BUYERS WITH NIELSEN’S BOOKS & CONSUMERS SURVEY
Jo Henry
Nielsen Book Research
BEA 2014
Booth
#1113

AGENDA
DATA SOURCE
WHAT IS A MARKETING HEALTH CHECK?
CHECKING ADULT FICTION BUYERS
CHECKING YA FICTION BUYERS
CHECKING ADULT NON‐FICTION BUYERS

Copyright ©2013 The Nielsen Company. Confidential and proprietary.
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• Survey of 6,000 book buyers per month, selected from a
nationally representative sample by age, gender, location
• Online questionnaire of c.75 questions
• Representing ~180,000 book purchases per year and
72,000 buyers
• Comprehensive database with details of book buyers –
and the books that they buy
NIELSEN’S BOOKS & CONSUMERS US SURVEY

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METHODOLOGY
Book consumersBook consumers
What?What?
Where?Where?
When?When?
DemographicsDemographics
Media usageMedia usage
Leisure habitsLeisure habits
Why?Why?
Who for?Who for?
Book spendBook spend
Publisher, format, genre,
author, price, discounting
Channel, retailer
Month, quarter, YTD
Discovery, influences, use
Sex & age, relationship,
occasion
Books bought
AttitudesAttitudes
Sex, age, region, socio‐economic, family
Papers, magazines, radio, devices, social media
Online, offline, cultural, commuting
Reasons for reading; value of reading

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May 28, 2012
“MARKETERS ARE GETTING WORSE AT
DIRECTING THEIR BUDGETS WISELY”

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SO….
WHAT IS A MARKETING HEALTH CHECK?

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AND WHAT ARE WE GOING TO CHECK?

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JAMES PATTERSON (ADULT FICTION)

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THE TYPICAL JAMES PATTERSON WOMEN’S
MYSTERY CLUB CONSUMER IS….

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SO…
HOW DO YOU GET TO OLDER WOMEN, LIVING IN
SUBURBIA WHO BUY MYSTERY/DETECTIVE BOOKS?

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THE BOOKS THEY BUY ARE FROM…..
BUT NOT

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THEY BUY…..

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A THIRD HAVE…
1 IN 5 HAVE
AND NEARLY 2 IN 10 HAVE

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THEY READ…..

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BUT THEY DON’T….

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1 In‐person ‐ In‐Store Display/On Shelf/Spinning Rack
2 In‐person ‐ Received recommendation from a friend/relative
3= Online ‐ Email From Retailer
3= Online ‐ Browsing through the site
5 Online ‐ Read an excerpt from the book
6 Print ‐ Best Seller List
7= Online ‐ Was recommended based on what I've bought/read before
7=
Online ‐ Retailer recommendation on a retailer's website (e.g.
Amazon.com)
7= Online ‐ Special Offer on the book site (e.g. Daily Deal)
7= Print ‐ Book Review (e.g NY Times)
THEY DISCOVER THEIR BOOKS….

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2 In‐person ‐ Received recommendation from a friend/relative ×
7=
Amazon.com)
TOP 10 DISCOVERY MECHANISMS – ‘JP BUYERS’

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2 In‐person ‐ Received recommendation from a friend/relative  ×
7=
Amazon.com)
TOP 10 DISCOVERY MECHANISMS – ‘JP BUYERS’

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48% follow the author (25% ave.)
THEY BUY THEM BECAUSE THEY ARE FANS….
31% like books in a series (15% ave.)
20% have a strong affinity to
that character (10% ave.)

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AND….

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AND A FINAL THOUGHT….
Source: Nielsen’s Murder She Read: Understanding the Mystery Crime buyer, May 2014
39% of mystery/crime readers borrow
mystery/crime books from a library
And 18% use this source to acquire most of
their mystery/crime reading…..

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JOHN GREEN (YA/CROSS OVER FICTION)

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THE TYPICAL JOHN GREEN CONSUMER IS…..

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SO….
HOW DO YOU REACH YOUNGER WOMEN, LIVING
IN THE SUBURBAN NORTH‐EAST, WHO BUY
YA/JUVENILE FICTION?

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AND PARTICULARLY

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THEY BUY…..

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82% OWN A RELEVANT DEVICE…
AND PARTICULARLY

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THEY ARE WELL CONNECTED…PARTICULARLY

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THEY READ…..

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BUT NOT…..

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AND THEY ARE MORE LIKELY THAN AVERAGE TO….

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3= In‐person ‐ At School
3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack
5= Print ‐ Magazine Ad
5= Online ‐ Read about author/book on a blog
THEY LIKE PERSONAL METHODS OF DISCOVERY…

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3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack  ×
TOP DISCOVERY MECHANISMS – ‘JG’ BUYERS

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3= In‐person ‐ In‐Store Display/On Shelf/Spinning Rack  ×
TOP DISCOVERY MECHANISMS – ‘JG’ BUYERS

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EXTERNAL FACTORS ARE IMPORTANT WHEN
MAKING A PURCHASE….
Personal recommendation
Good customer reviews
In series
Movie/TV show tie‐ins
BUT not price….

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TODD BURPO (ADULT NON‐FICTION)

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THE TYPICAL TODD BURPO CONSUMER IS….

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SO…
HOW DO YOU REACH MIDDLE‐AGE WOMEN
LIVING IN THE MIDWEST/SOUTH WHO ARE
REGULAR CHURCH GOERS AND BUYERS OF
CHRISTIAN NON‐FICTION?

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BUT NOT

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THEY BUY…..

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THEY ARE LESS LIKELY TO OWN ANY DEVICE
EXCEPT…
22% (vs 18% on average)
17% (vs 15% on average)

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MORE THAN AVERAGE ARE ON…

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THEY ARE AVID READERS OF…..

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AND PARTICULARLY…..

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BUT ARE UNLIKELY TO USE….

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3= TV ‐ Saw the author talk about the book
3= Online ‐ Read an excerpt from the book
6= Print ‐ Received Direct Mail/Catalog
6= Online ‐ Author's Website
6= In‐person ‐ Saw author talk about the book
9= Print ‐ Bestseller list
9= In‐person ‐ Book Club/reading group
THEY USE A MIXTURE OF DISCOVERY MECHANISMS…

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9= Print ‐ Bestseller list  ×
TOP 10 DISCOVERY MECHANISMS – ‘TB’ BUYERS

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9= Print ‐ Bestseller list  ×
TOP 10 DISCOVERY MECHANISMS – ‘TB’ BUYERS

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Liked the topic/subject
AND ARE PARTICULARLY LIKELY TO BUY….
Intrigued by the book title
Looked through the book & liked it
Needed for class/study purposes

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The Crime‐ista:
• Is a keen fan, borrowing from libraries as well as buying
• Prefers to read ebooks on a dedicated ereader
• Is interested in home making, cooking and what’s going on
• And is particularly susceptible to retailer emails & special prices
The Cross‐over:
• Buys from Barnes & Noble stores as well as online
• Owns an iPhone and likes reading digitally
• Is very well‐connected, likes gossip and talking about books…
• …and reading what her friends have read
The Christian:
• Likes physical books bought from bricks & mortar stores
• Takes care of herself and her family
• And is heavily influenced in her book buying by her faith‐based activities
TO RECAP…

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SO….
LEARN HOW TO HIT THE BULL’S EYE

THANK YOU!
FOR MORE INFORMATION CONTACT
JONATHAN.STOLPER@NIELSEN.COM
CHARLES.FRISCIA@NIELSEN.COM
CARL.KULO@NIELSEN.COM
JO.HENRY@NIELSEN.COM
Booth
#1113

Targeting Book Buyers with Nielsen Survey Data

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