"BNC Research: Millennial Book Consumers Now" by Noah Genner (BookNet Canada) for Tech Forum 2016, presented by BookNet Canada - April 1, 2016

1. BNC Research -
Millennial Book Buyers/Readers
Tech Forum 2016

5. Millennial Readers

6. Methodology
• Online survey
• Asked in February each year
• Approximately 750 English speaking Canadians
• Respondents had to have read a book in the last
year
• ParBcipants are compensated for parBcipaBon

17. Millennial Book Buyers

18. Methodology
• Online survey
• Asked throughout 2015
• Approximately 1800 English speaking Canadians
including 500 millennials
• Respondents had to have bought a book in the
preceding month
• ParBcipants are compensated for parBcipaBon

29. 0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
2015 2014 2013 2012 2011 2010 2009
Romance
Business & Economics
Fantasy
Science Fic;on
Science
Educa;on

31. 0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
2015 2014 2013 2012 2011 2010 2009
Thrillers
Cooking
Mystery & Detec<ve
Self-help
History

39. 0% 5% 10% 15% 20% 25%
Adver,sement
Reading other books by author
Have read before
Gi>
Recommenda,on
Saw film/TV/radio adapta,on
Bestseller
Saw in shop window
Saw while browsing (shop/online)
Author interview
Follow author
Reading group
School / work
Preview in other book
Prize winner
Millennnials
Others

43. 0% 5% 10% 15% 20% 25%
Adver,sement
Reading other books by author
Have read before
Gi>
Recommenda,on
Saw film/TV/radio adapta,on
Bestseller
Saw in shop window
Saw while browsing (shop/online)
Author interview
Follow author
Reading group
School / work
Preview in other book
Prize winner
Millennnials
Others

45. 0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
Like/interested in subject
Descrip9on of the book
Like the series
Recommenda9on/review
Like main character(s)
Low price/on special offer
Front cover caught aHen9on/appealed
Adapta9on/film/on TV
It was a bestseller
Study/work need
Contained informa9on needed
Read the book before
Read extract/looked inside
Looked best book on the subject
Reading group choice
Advert/trailer
Author interview/author event
Other
Won/been nominated for book prize
Requested/suitable giV/recipient likes
Millennials Others

50. In summary….
Millennials are still reading and buying books, but…
They are very price conscious and are focused on the value/quality of the
book. They will pay more if they see value.
Peer reviews and recommendations are really important - whether they be online
or in-person.
Online as a discovery, and shopping, channel are hugely important, but…
Millennials still go to stores.

51. In summary….
Audio is a growing format for all cohorts, but even more so for millennials.
Millennials seem to be more format agnostic.
Mobile is important and still growing.

54. research@booknetcanada.ca

55. Thank you
Noah Genner: ngenner@booknetcanada.ca
http://www.booknetcanada.ca
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