Book Consumer Trends 2009

Consumer Book Trends 2009 Presented by Bowker and AAP December 16, 2009

What’s on Tina Jordan’s Holiday Wish List 2 Tina is giving this book as a gift to her nephew

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

PubTrack Consumer Methodology 2009 Survey Type: Online Length: 75 questions Frequency: Monthly Annual Consumer Sample ,[object Object]

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,[object Object]

14 So what do we do in a challenging market?

Knowing your Consumer is Essential! 18

Not all customer strategies should be created equal! 20

Focus on Segments 30 – 44 Female Trends

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

Focus on Segments 18 – 29 Male Trends

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

So What’s the bottom line in all of this? Consumer segmentation is essential in all phases of publishing 49

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

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

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

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

Book Consumer Trends 2009

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