Some results from the Verso Digital survey of consumer purchasing behavior:
Avid readers--those who purchase 10 or more books a year--tend to be older,
female, wealthier and better educated--and represent 30.2% of the U.S. adult
population, about 70 million people. "They are the market that's a driver for
our industry," McKeown said. These avid readers buy books for a variety of
reasons, including entertainment/relaxation (32%), education and
self-improvement (22%) and for gifts (14%).
Readers find out about books mostly through personal recommendations (49.2%),
bookstore staff recommendations (30.8%), advertising (24.4%), search engine
searches (21.6%) and book reviews (18.9%). Much less important are online
algorithms (16%), blogs (12.1%) and social networks (11.8%). These results
"reaffirm the power and necessity of bricks-and-mortar stores and traditional
marketing efforts," McKeown commented.
Seventy million of us. I find that heartening. And while others may be bummed that blogs are even less influential than online algorithms, I'm not.
I'm quite amused.
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