Weitere ähnliche Inhalte Kürzlich hochgeladen (20) Book Consumer Trends 20092. What’s on Tina Jordan’s Holiday Wish List 2 Tina is giving this book as a gift to her nephew 3. And Here’s What’s on Kelly Gallagher’s Wish List 3 Kelly is giving this as a gift to his nephew And this as a gift to a friend 7. 6 Top 5 Gender/GenerationsYTD09 Units Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 8. 7 Top 10 Genres - YTD09 Units Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 9. 8 Top 5 Channels - YTD09 Units Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 10. 9 Top 5 Formats - YTD09 Units Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 11. 10 Top e-Book Devices - YTD09 Units Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 12. 11 Top Reasons for Purchase –YTD09 Units Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 13. 12 Top Social Networks – YTD09 Buyers Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 14. 13 Top Book Recipients YTD09 Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 16. 1H09 - Is the economy having an impact on your book buying? 15 Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 17. Q309 - Is the economy having an impact on your book buying? 16 Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 18. What are the Impacts on Book Buying? 17 Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 20. 19 Market Share Shift - % of Books Purchased Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 24. 23 Book Shopping Metrics: Today’s Buyer Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 25. 24 Where are 30 – 44 Females shopping? Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 26. 25 30 – 44 Females Book Purchases at Mass Merchandisers by Outlet YTD09 Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 27. 26 What formats do 30 – 44 Females purchase? Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 28. 27 Q309 - What Subjects are Purchased by 30 – 44 Females Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 29. 28 Fiction Purchase Detail for 30 – 44 Females - YTD09 Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 30. 29 What drives the purchase for 30 – 44 Females? Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 31. 30 How are 30 – 44 Females becoming aware of the books they buy? Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 32. 31 More than half of 30 – 44 Female purchases are impulse buys! Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 33. 32 Where are 30 – 44 Females Socially Connected? Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 34. 33 eBehaviors for 30 – 44 year old Females Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 35. 63.6% are Married Mean Income $62.5k Median Income $62.0k Bought 2.9 books in quarter 3 Spent $29.64 on books in quarter 3 Top Websites Search sites (Google, etc.) Social Network sites Shopping sites Weather sites Information sites (Wikipedia etc) Video sites (youtube, etc.) Top Magazines Cooking Fashion/Celebrity Home/Entertainment 34 Portrait of a 30 – 44 Female Book Buyer Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 37. While 18 – 29 year old males represent 6% of units they represent almost 10% of dollars 36 Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 38. 37 Book Shopping Metrics: 18 – 29 Males Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 39. 38 Where are 18-29 Males Buying Books? Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 40. 39 Large Chains Outlet Detail for 18 – 29 Males Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 41. 40 Formats preferred by 18-29 Males Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 42. 41 Q309 - What Subjects are Purchased by 18 – 29 Males Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 43. 42 Non Fiction Detail for 18 – 29 Males Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 44. 43 What Drives the purchase for 18 – 29 Males? Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 45. 44 How are 18 – 29 Males becoming aware of the books they buy? Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 46. 45 More than half of all18 – 29 Males book purchases are planned! Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 47. 46 Where are 18 – 29 Males Socially Connected? Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 48. 47 e-Behaviors for 18 – 29 Year Old Males Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 49. 20.4% are Married Mean Income $49.6k Median Income $37.0k Bought 2.5 book in quarter 3 Spent $49.09 on books in quarter 3 Top Websites Video sites (youtube, etc.) Search sites (Google, etc.) Social Network Sites Information sites (Wikipedia etc) Music sites Sports sites Top Magazines Sports Technology Music 48 Portrait of a 18 – 29 Male Book Buyer Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved 50. So What’s the bottom line in all of this? Consumer segmentation is essential in all phases of publishing 49 51. Editorial Editorial – knowing which consumers types are trending upward in your genre’s or author franchises is essential to customizing your offering to their tastes. 50 52. Marketing Knowing how your consumers are becoming aware of books, what impacts their purchases, and where they are discovering it can save you substantial $$$ by taking a ‘micro-marketing’ approach. 51 53. Sales Being able to match a consumer to their book preferences to a particular outlet can give your sales team a whole new point of reference when talking titles with a buyer. 52 54. Retail Developing the right product mix balanced to your primary consumer segments… and knowing their value for other items they purchase while shopping for books can create a refined set of metrics to analyze your book department. 53 55. 54 Thank You! Kelly Gallagher Vice President Publishing Services Bowker Kelly.Gallagher@Bowker.com 908.425.7689 Twitter – bookbuyrinsight For more information on Consumer information visit – www.bookconsumer.com Tina Jordan Vice President AAP tjordan@publishers.org 212-255-0200