Top 5 tips for marketers....

Marketing & Design Conference 21st June 2012Jo Henry, Director

Bowker Market Research

the times they are a chang’n

Bookshelves 1.0…

Bookshelves 2.0

Shopping 1.0…

Shopping 2.0

Customer Behavior 1.0…

Customer Behavior 2.0

Knowing the consumer in a 2.0 book world is essential!

Tip one....

Browsing is still the number 1 source of discoverability, especially in shops...but also for ebooks

Buyers of 31% of books first became aware of book whilst browsingBuyers of 37% of (adult fiction) ebooks first became aware whilst browsing

Tip two....

Ebooks are more likely to be discovered through special offers and bestseller lists – and bought because of special offers and recommendations

14% of fiction ebooks bought are first seen in a special offers section; 9% are first seen in the bestseller list (both double the norm)

26% of fiction ebook purchases are due to the low price/special offer (19% on average); 14% are due to recommendations (10% on average)

Tip three....

‘Discovery’ is not such an issue for children’s books – people just need to be able to find them

15% of children’s books are bought because of recipient request (7% overall)13% are bought because the buyer had read it before (7% overall)

Tip four....

In the online world, covers are not as important....

15% of bookshop purchases made because ‘front cover caught my attention/appealed’, compared to 5% of online purchases and 2% of fiction ebook purchases

Tip five....

Sun readers are keen buyers of children’s books - as are YouTube users and fashion followers....

30% of children’s books bought in bookshops are purchased by readers of the Sun, compared to 17% of books bought overall33% are purchased by YouTube users (27% overall)25% are purchased by readers of fashion magazines (20% overall)

All data Books & Consumers 2012 © Bowker Market Research

For more information please contact:Jo Henry, Bowker Market researchjo@bookmarketing.co.uk0207 832 1782 / www.bookmarketing.co.uk