UNDERSTANDING THE ROMANCE BUYER IN THE DIGITAL AGE : RWA 2012
Bowker Market Research tracks 6000 unique book buyers every month. Track what they buy, what formats, where and why they buy books, who they buy them for.
In what formats is romance bought? 44% ebook, 29% mass market, 17% trade paperback
Publisher share - concentrated among key publisaers Macmillan 32%, 23% harlequin, 17% penguin
Avid readers read 15 print 8 ebooks every 6 months. they buy 12 print anf 7 ebooks. Frequent readers read 7 print, 2 ebook and buy 5 print and 2 ebook in the same period
Romance readers are buying less frequently: in early 2011 30% were buying every 2-3 weeks, now it is 23%
Romance readers are more price sensitive than other readers
Romance readers are more impulsive in their buying practices than readers of other genres
What do romance buyers most enjoy about reading romance
What influences readers - enjoying previous books(71%), part of a series(65%), blurb (57%), title (51%)
What is on the seller website has the most impact. Facebook, Twitter, blogs are less influential.
40% of readers WILL visit your author website, 15% read your blog
This holiday season (2011) was a game changer in terms of how people buy books.
Device - 41% kindle, 13% kindle fire, 16% Nook, 10% iPad, 4% iPhone
The impact of free books - 30% bought another book by that author. 14% say they only read free ebooks