Friday, January 27, 2012

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%).
and

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.

6 comments:

Stefanie said...

I wonder if blogs being at the bottom of effectiveness means my inbox will see a decline in review requests? I can only hope!

readramble said...

Oh. So social networks are not personal? I suppose that's true in some cases, but the categories seem a little arbitrary. I tend to think of a positive review by a respected blogger as a personal recommendation, even if I do not know the writer in the flesh. If I've been reading your posts for a long time, you have established a reading personality, a reading personhood. Sometimes I buy a book because a person has recommended it . . on a blog. - Fay

Tina said...

I agree with the demographics with the exception of the "wealthier" part...seems that my addiction is a matter of priority. :)

Tina said...

I agree with the demographics with the exception of the "wealthier" part...seems that my addiction is a matter of priority. :)

Bybee said...

I was going to say what Tina said!

rippleeffects said...

Could 'personal recommendations' have some overlaps with 'blogs'... I mean, personal recommendations from blog friends and other bloggers? I'm quite surprised at the large difference between 49.2% and 12.1%. Regardless, I'll still be reading and posting... Interesting study.

Arti