4- Making Information Pay 2009 -- GALLAGHER, KELLY (Bowker)

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The Customer’s Always Right… Who is Today’s Book Consumer? Making Information Pay May 2009 Copyright 2009, Bowker PubTrack Consumer

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Presentation Title: "The Customer's Always Right: Who is today's book consumer?". Presented May 7, 2009 during BISG's 6th annual Making Information Pay conference (http://www.bisg.org/conferences/mip6.html).

Transcript of 4- Making Information Pay 2009 -- GALLAGHER, KELLY (Bowker)

  • 1. The Customers Always RightWho is Todays Book Consumer? Making Information PayMay 2009 Copyright 2009, Bowker PubTrack Consumer

2. Balancing the Arts and Science of Publishing Copyright 2009, Bowker PubTrack Consumer 3. 2008 Snapshot Copyright 2009, Bowker PubTrack Consumer US Book ConsumerEssential Facts 4. Who Reads Books? Copyright 2009, Bowker PubTrack Consumer 5. Copyright 2009, Bowker PubTrack Consumer 6. Copyright 2009, Bowker PubTrack Consumer 7. Copyright 2009, Bowker PubTrack Consumer 8. Copyright 2009, Bowker PubTrack Consumer 9. Copyright 2009, Bowker PubTrack Consumer 10. Copyright 2009, Bowker PubTrack Consumer 41% 11. Copyright 2009, Bowker PubTrack Consumer 12. Copyright 2009, Bowker PubTrack Consumer 13. Copyright 2009, Bowker PubTrack Consumer 14. Digitally Copyright 2009, Bowker PubTrack Consumer Matures are leading the way in adopting the Kindle Middle-aged for iPhone as preferred e-Book readersQ1 -2009 15. Digitally Copyright 2009, Bowker PubTrack Consumer While < 1.5% of total trade market, e-Books grew by 125% in 08183% by Seniors 16. Fiction Who is Todays ^ Book Consumer?Copyright 2009, Bowker PubTrack Consumer 17. Fiction Breakout: 2008 Mystery/Detective and Romance account for more than half of all fiction purchased. Copyright 2009, Bowker PubTrack Consumer 18. Whois todays fiction buyer? Predominantly Female Copyright 2009, Bowker PubTrack Consumer 19. How much are they buying ? Copyright 2009, Bowker PubTrack Consumer 20. Who are the book buyers within Fiction? Matures comprise the largest buying group Copyright 2009, Bowker PubTrack Consumer 21. Who are your book buyers within Fiction? The mystery/detective core consumer is less affluent Copyright 2009, Bowker PubTrack Consumer 22. How do consumers match to your authors? Meyer attracts the more affluent consumer whereas King less affluent Copyright 2009, Bowker PubTrack Consumer 23. How do consumers match to your authors? Meyer clearly appeals to a young buyer Copyright 2009, Bowker PubTrack Consumer 24. Where do they shop for fiction? Copyright 2009, Bowker PubTrack Consumer 25. Understanding the differences of where your core consumer shops Book Clubs is a preferred Channel for these buyers Copyright 2009, Bowker PubTrack Consumer 26. Online Awareness Today Copyright 2009, Bowker PubTrack Consumer 27. What are fiction book buyers up to in their spare time? Fiction Buyers have a need to read! Hours Spent Per Week Copyright 2009, Bowker PubTrack Consumer 28. Consumers Reliance on Internet for InformationOnline vs. Print Advertising% where first became aware of book Copyright 2009, Bowker PubTrack Consumer 29. Fiction Book Review Impact Online vs. Print Copyright 2009, Bowker PubTrack Consumer 30. 21% of Fiction Books Purchased in 2008 are Based on Online Awareness Copyright 2009, Bowker PubTrack Consumer 31. Fiction Social NetworkingFantasy buyers like to talk about books Copyright 2009, Bowker PubTrack Consumer 32. Keeping Perspective Copyright 2009, Bowker PubTrack Consumer 33.

  • Survey
  • Length:Between 60-75 questions
  • Frequency:Monthly
    • Key Information:
    • Demographics
    • Book Buying
      • Behaviors, Habits related to Channel/Genre/Format
      • Reasons for purchase, media awareness, social networks, reading devices, key interests/activities
      • General attitudes relative to media usage
  • Annual Consumer Sample
  • 36,000 book buyers selected from an initial pool of 160,000 individuals
  • Selected according to Age, Gender, Income, Household size, and location balanced to US Census
  • Representing an annual view of 120,000 book purchases and 80,000 shopping occasions
  • Deliverables
  • Subscription to syndicated study with access to data and standard reports

AboutPubTrack TMConsumer Syndicated Research Copyright 2009, Bowker PubTrack Consumer 34. Thank You Kelly Gallagher [email_address] Twitter: @BookBuyrInsightCopyright 2009, Bowker PubTrack Consumer