SlideShare a Scribd company logo
the BARGAIN
EBOOK BUYER
O r i g i n a l D a t a o n t h e P u r c h a s e B e h a v i o r
O f P r i c e - S e n s i t i v e E b o o k R e a d e r s
The Bargain Ebook BuyerBookBub | The leading service in ebook price promotions
WHAT IS BOOKBUB?
• Daily email and website alerting millions of
readers to limited-time deals on ebooks
• Publishers and authors promote discounts to
drives sales and gain fans
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 2
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 3
Access To Millions of
Bargain Ebook Buyers
EXCLUSIVE SURVEY DATA
BookBub | The leading service in ebook price promotions
WHO ARE
BARGAIN READERS?
The Bargain Ebook Buyer | 4
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 5
W H O A R E B A R G A I N R E A D E R S ?
They Are Predominantly Female
16%
Men
84%
Women
0%
5%
10%
15%
20%
25%
30%
35%
Under 35 35-44 45-54 55-65 65+
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 6
W H O A R E B A R G A I N R E A D E R S ?
The Vast Majority Are Over 40
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 7
W H O A R E B A R G A I N R E A D E R S ?
A Significant Amount Are Retired
6%
Self-employed
8%
Homemaker
3%
Other
38%
Employed Full Time
37%
Retired
8%
Employed Part Time
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 8
W H O A R E B A R G A I N R E A D E R S ?
Most Don’t Live With Children
21%
Never Had Kids
20%
Live With Kids
58%
Empty Nesters
BookBub | The leading service in ebook price promotions
WHAT ARE THEIR
READING HABITS?
The Bargain Ebook Buyer | 9
Average Readers Bargain Readers
R E A D I N G H A B I T S
They’re Power Readers
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 10
Power
Readers
1 to 4 Books/Month
59%
Read 4+ Books Per Month
35%
Read 1-4 Books Per Month
6%
Read <1 Book Per Month
Average Reader Bargain Reader
R E A D I N G H A B I T S
They’re Power Readers
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 11
10x
The Number of
Power Readers
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 12
R E A D I N G H A B I T S
They Read Everywhere
Read books at night
before bed
97%
Read books at home
during the day
96%
Read books when
they travel
94%
Even read books
while at work
45%
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 13
Nook
15%
W H O A R E B A R G A I N R E A D E R S ?
They’re On Different Platforms
Apple
26%
Android
10%
Kindle
49%
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 14
R E A D I N G H A B I T S
They Primarily Read On Tablets
Tablet
60% Dedicated
ereader
35%
Phone
5%
Read PaperbacksRead Hardcovers
OVER
60%
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 15
OVER
70%
R E A D I N G H A B I T S
They Also Read Print Books
[ Although 65% say they’ve started reading
fewer print books over the last two years. ]
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 16
R E A D I N G H A B I T S
They Find Print Books Everywhere
Bookstore
Chains
43%
Independent
bookstores
20%
Library
45%Used
bookstores
32%
Garage sales
22%
Borrow from
friends
31%
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 17
R E A D I N G H A B I T S
They Are Predominantly Genre Readers
25%
Romance
29%
Non-Genre Titles
What Bargain Readers Say They Primarily Read
14%
Scifi/Fantasy/Horror
32%
Mysteries/Thrillers
BookBub | The leading service in ebook price promotions
WHAT ARE THEIR
PURCHASING HABITS?
The Bargain Ebook Buyer | 18
Median U.S. Household
P U R C H A S I N G H A B I T S
Their Median Income Is Above Average
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 19
$51Kof bargain readers reported
an annual household
income of at least $50K
64%
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 20
P U R C H A S I N G H A B I T S
They Buy Full-Priced Ebooks
23%
Exclusively purchase
discounted books
77%
Purchase full-price
and discount books
P U R C H A S I N G H A B I T S
They Are Price Sensitive
$0.99 $1.99 $2.99
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 21
Average
Purchase
Rate
Purchase Rates Decline as Prices Go Up
“I’ve jumped on a series or
author that I was uncertain
about due to a bargain
price.”
P U R C H A S I N G H A B I T S
Price Is Important For Discovery
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 22
“I prefer to pay $1 or less for
an unknown author. I would
pay much more for an
author I’ve read and enjoy.”
P U R C H A S I N G H A B I T S
Price Is Important For Discovery
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 23
BookBub | The leading service in ebook price promotions
WHY BARGAIN READERS
ARE VALUABLE
The Bargain Ebook Buyer | 24
W H Y B A R G A I N R E A D E R S A R E V A L U A B L E
They Try New Authors
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 25
of bargain readers have
purchased a book from an
author unknown to them
because of an ebook price
promotion
95%
W H Y B A R G A I N R E A D E R S A R E V A L U A B L E
They Read The Books They Download
0%
10%
20%
30%
40%
50%
60%
70%
Never Rarely Sometimes Always
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 26
How Often They Read a Book They Download
W H Y B A R G A I N R E A D E R S A R E V A L U A B L E
They Become Loyal Fans
of readers have purchased other books by an author
that they discovered as part of a price promotion.
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 27
63%
“I've never read anything by Marti
Talbott, but the Highlander Series
book 1 was free and it was such a
good book I had to purchase the
series. I'm up to #8!”
W H Y B A R G A I N R E A D E R S A R E V A L U A B L E
They Get Hooked
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 28
W H Y B A R G A I N R E A D E R S A R E V A L U A B L E
They Recommend Books They Like
Of bargain readers tell
their friends about
books they discover.
BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 29
65%
BookBub | The leading service in ebook price promotions
Summary
The Bargain Ebook Buyer | 30
• Bargain readers are Power Readers
• They’re price sensitive, especially when it comes to trying new
titles, but are willing to experiment, and also purchase full price
books
• They are valuable, long-term readers who are invested in the
books they purchase
BookBub | The leading service in ebook price promotions
FOR MORE FROM BOOKBUB, VISIT
UNBOUND.BOOKBUB.COM
The Bargain Ebook Buyer | 31

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The Bargain Ebook Buyer

  • 1. the BARGAIN EBOOK BUYER O r i g i n a l D a t a o n t h e P u r c h a s e B e h a v i o r O f P r i c e - S e n s i t i v e E b o o k R e a d e r s The Bargain Ebook BuyerBookBub | The leading service in ebook price promotions
  • 2. WHAT IS BOOKBUB? • Daily email and website alerting millions of readers to limited-time deals on ebooks • Publishers and authors promote discounts to drives sales and gain fans BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 2
  • 3. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 3 Access To Millions of Bargain Ebook Buyers EXCLUSIVE SURVEY DATA
  • 4. BookBub | The leading service in ebook price promotions WHO ARE BARGAIN READERS? The Bargain Ebook Buyer | 4
  • 5. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 5 W H O A R E B A R G A I N R E A D E R S ? They Are Predominantly Female 16% Men 84% Women
  • 6. 0% 5% 10% 15% 20% 25% 30% 35% Under 35 35-44 45-54 55-65 65+ BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 6 W H O A R E B A R G A I N R E A D E R S ? The Vast Majority Are Over 40
  • 7. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 7 W H O A R E B A R G A I N R E A D E R S ? A Significant Amount Are Retired 6% Self-employed 8% Homemaker 3% Other 38% Employed Full Time 37% Retired 8% Employed Part Time
  • 8. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 8 W H O A R E B A R G A I N R E A D E R S ? Most Don’t Live With Children 21% Never Had Kids 20% Live With Kids 58% Empty Nesters
  • 9. BookBub | The leading service in ebook price promotions WHAT ARE THEIR READING HABITS? The Bargain Ebook Buyer | 9
  • 10. Average Readers Bargain Readers R E A D I N G H A B I T S They’re Power Readers BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 10 Power Readers 1 to 4 Books/Month 59% Read 4+ Books Per Month 35% Read 1-4 Books Per Month 6% Read <1 Book Per Month
  • 11. Average Reader Bargain Reader R E A D I N G H A B I T S They’re Power Readers BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 11 10x The Number of Power Readers
  • 12. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 12 R E A D I N G H A B I T S They Read Everywhere Read books at night before bed 97% Read books at home during the day 96% Read books when they travel 94% Even read books while at work 45%
  • 13. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 13 Nook 15% W H O A R E B A R G A I N R E A D E R S ? They’re On Different Platforms Apple 26% Android 10% Kindle 49%
  • 14. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 14 R E A D I N G H A B I T S They Primarily Read On Tablets Tablet 60% Dedicated ereader 35% Phone 5%
  • 15. Read PaperbacksRead Hardcovers OVER 60% BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 15 OVER 70% R E A D I N G H A B I T S They Also Read Print Books [ Although 65% say they’ve started reading fewer print books over the last two years. ]
  • 16. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 16 R E A D I N G H A B I T S They Find Print Books Everywhere Bookstore Chains 43% Independent bookstores 20% Library 45%Used bookstores 32% Garage sales 22% Borrow from friends 31%
  • 17. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 17 R E A D I N G H A B I T S They Are Predominantly Genre Readers 25% Romance 29% Non-Genre Titles What Bargain Readers Say They Primarily Read 14% Scifi/Fantasy/Horror 32% Mysteries/Thrillers
  • 18. BookBub | The leading service in ebook price promotions WHAT ARE THEIR PURCHASING HABITS? The Bargain Ebook Buyer | 18
  • 19. Median U.S. Household P U R C H A S I N G H A B I T S Their Median Income Is Above Average BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 19 $51Kof bargain readers reported an annual household income of at least $50K 64%
  • 20. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 20 P U R C H A S I N G H A B I T S They Buy Full-Priced Ebooks 23% Exclusively purchase discounted books 77% Purchase full-price and discount books
  • 21. P U R C H A S I N G H A B I T S They Are Price Sensitive $0.99 $1.99 $2.99 BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 21 Average Purchase Rate Purchase Rates Decline as Prices Go Up
  • 22. “I’ve jumped on a series or author that I was uncertain about due to a bargain price.” P U R C H A S I N G H A B I T S Price Is Important For Discovery BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 22
  • 23. “I prefer to pay $1 or less for an unknown author. I would pay much more for an author I’ve read and enjoy.” P U R C H A S I N G H A B I T S Price Is Important For Discovery BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 23
  • 24. BookBub | The leading service in ebook price promotions WHY BARGAIN READERS ARE VALUABLE The Bargain Ebook Buyer | 24
  • 25. W H Y B A R G A I N R E A D E R S A R E V A L U A B L E They Try New Authors BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 25 of bargain readers have purchased a book from an author unknown to them because of an ebook price promotion 95%
  • 26. W H Y B A R G A I N R E A D E R S A R E V A L U A B L E They Read The Books They Download 0% 10% 20% 30% 40% 50% 60% 70% Never Rarely Sometimes Always BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 26 How Often They Read a Book They Download
  • 27. W H Y B A R G A I N R E A D E R S A R E V A L U A B L E They Become Loyal Fans of readers have purchased other books by an author that they discovered as part of a price promotion. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 27 63%
  • 28. “I've never read anything by Marti Talbott, but the Highlander Series book 1 was free and it was such a good book I had to purchase the series. I'm up to #8!” W H Y B A R G A I N R E A D E R S A R E V A L U A B L E They Get Hooked BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 28
  • 29. W H Y B A R G A I N R E A D E R S A R E V A L U A B L E They Recommend Books They Like Of bargain readers tell their friends about books they discover. BookBub | The leading service in ebook price promotions The Bargain Ebook Buyer | 29 65%
  • 30. BookBub | The leading service in ebook price promotions Summary The Bargain Ebook Buyer | 30 • Bargain readers are Power Readers • They’re price sensitive, especially when it comes to trying new titles, but are willing to experiment, and also purchase full price books • They are valuable, long-term readers who are invested in the books they purchase
  • 31. BookBub | The leading service in ebook price promotions FOR MORE FROM BOOKBUB, VISIT UNBOUND.BOOKBUB.COM The Bargain Ebook Buyer | 31

Editor's Notes

  1. **This is a short section where we’ll talk about the demographics and reading habits of a typical bargain buyer. How do they compare to readers in general? Do they skew towards certain characteristics or profiles? We’ll go through specific numbers on the following slides.
  2. First piece of this is that they are willing to try new authors Vast majority are not just reading authors they already know, but using discounts to discover new books and authors they otherwise might not have read
  3. This quote answers this question: When you make reading and book discovery more accessible, do people allocate their time differently so they read more books?