Targeting book buyers with Nielsen's Books & Consumers survey. UK edition.

1. MAKING THE BEST MARKETING
CAMPAIGNS EVEN BETTER
TARGETING BOOK BUYERS WITH NIELSEN'S BOOKS & CONSUMERS SURVEY
Jo Henry
Nielsen Book Research
Booksellers Marketing Conference 2014

2. AGENDA
DATA SOURCE
WHAT IS A MARKETING HEALTH CHECK?
CHECKING ADULT FICTION BUYERS
CHECKING YA FICTION BUYERS
CHECKING ADULT NON‐FICTION BUYERS

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• Survey of 3,000 book buyers per month, selected from a
nationally representative sample by age, gender, location
• Online questionnaire of c.50 questions
• Representing c.90,000 book purchases per year and 36,000
buyers
• Comprehensive database with details of book buyers – and
the books that they buy
NIELSEN’S BOOKS & CONSUMERS US SURVEY

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METHODOLOGY
Book consumersBook consumers
What?What?
Where?Where?
When?When?
DemographicsDemographics
Media usageMedia usage
Leisure habitsLeisure habits
Why?Why?
Who for?Who for?
Book spendBook spend
Publisher, format, genre,
author, price, discounting
Channel, retailer
Month, quarter, YTD
Discovery, influences, use
Sex & age, relationship,
occasion
Books bought
AttitudesAttitudes
Sex, age, region, socio‐economic, family
Papers, magazines, radio, devices, social media
Online, offline, cultural, commuting
Reasons for reading; value of reading

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SO….
WHAT IS A MARKETING HEALTH CHECK?

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May 28, 2012
“MARKETERS ARE GETTING WORSE AT
DIRECTING THEIR BUDGETS WISELY”

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AND WHAT ARE WE GOING TO CHECK?

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GILLIAN FLYNN (ADULT FICTION)

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THE TYPICAL GONE GIRL BUYER IS….

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SO…
HOW DO YOU REACH WELL EDUCATED, ABC1
WOMEN IN THEIR 20S AND 30S, LIVING IN LONDON
AND THE SOUTH EAST IN FULL TIME
EMPLOYMENT?

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THE BOOKS THEY BUY ARE FROM…..
BUT NOT…
AND

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OVER HALF HAVE…
AND NEARLY 3 IN 4 HAVE

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THEY READ…..

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THEY GO TO….

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BUT….

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1 Read author/series/book before
2 Physical shop
3 Friend/relative/colleague/request
4 Bookseller website/email
5 Author website/interview/event
6 Bestseller list
7 Place of study/work
8 Film/TV/radio adaptation
9 Reading group
THEY LIKE PERSONAL METHODS OF DISCOVERY…

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1 Read author/series/book before
2 Physical shop x
3 Friend/relative/colleague/request
4 Bookseller website/email
5 Author website/interview/event x
6 Bestseller list
7 Place of study/work
8 Film/TV/radio adaptation
9 Reading group
THEY LIKE PERSONAL METHODS OF DISCOVERY…

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1 Read author/series/book before
2 Physical shop x
3 Friend/relative/colleague/request
4 Bookseller website/email
5 Author website/interview/event x
6 Bestseller list
7 Place of study/work
8 Film/TV/radio adaptation
9 Reading group
THEY LIKE PERSONAL METHODS OF DISCOVERY…

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JOHN GREEN (YA/CROSS OVER FICTION)

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THE TYPICAL JOHN GREEN CONSUMER IS…..

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SO….
HOW DO YOU REACH YOUNG UNMARRIED
WOMEN, LIVING IN THE SUBURBS, WHO DON’T
BUY MUCH FICTION?

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THE BOOKS THEY BUY ARE FROM…..
AND PARTICULARLY

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THEY BUY…..

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AND OWN….

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THEY ARE VERY WELL CONNECTED…

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THEY READ…..

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BUT NOT…..

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OR INDEED

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1 Read author/series/book before
2 Physical shop
3 Friend/relative/colleague/request
4 Place of study/work
5 Author website/interview/event
6 Bookseller website/email
7 Film/TV/radio adaptation
8 Bestseller list
9 Social network site
THEY DISCOVER THEIR BOOKS….

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1 Read author/series/book before ×
2 Physical shop
3 Friend/relative/colleague/request
4 Place of study/work
5 Author website/interview/event
6 Bookseller website/email ×
7 Film/TV/radio adaptation
8 Bestseller list
9 Social network site
THEY DISCOVER THEIR BOOKS….

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1 Read author/series/book before ×
2 Physical shop
3 Friend/relative/colleague/request
4 Place of study/work
5 Author website/interview/event
6 Bookseller website/email ×
7 Film/TV/radio adaptation
8 Bestseller list
9 Social network site
THEY DISCOVER THEIR BOOKS….

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THE FAST DIET (ADULT NON‐FICTION)

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THE TYPICAL FAST DIETER IS….

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SO…
HOW DO YOU REACH UPMARKET OLDER WOMEN
LIVING IN THE COUNTRY WHO ARE LIGHT BUYERS
OF NON‐FICTION?

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THE BOOKS THEY BUY ARE FROM…..
BUT NOT
AND THEY OVER‐INDEX
ON…

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THEY BUY…..

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THEY ARE VERY LIKELY TO OWN…
47% (vs 33% on average)
AND (SADLY!)

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THEY ARE NOT SOCIAL MEDIA USERS….

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BUT THEY ARE AVID READERS OF…..

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THOUGH NOT…..

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THEY ARE LIKELY TO….

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1 Read author/series/book before
2 Bookseller website/email
3 Physical shop
4 Friend/relative/colleague/request
5 Author website/interview/event
6 Bestseller list
7 Film/TV/radio adaptation
8 Printed newspaper
THEY USE A MIXTURE OF DISCOVERY MECHANISMS…

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1 Read author/series/book before
2 Bookseller website/email
3 Physical shop
4 Friend/relative/colleague/request
5 Author website/interview/event x
6 Bestseller list x
7 Film/TV/radio adaptation x
8 Printed newspaper
THEY USE A MIXTURE OF DISCOVERY MECHANISMS…

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1 Read author/series/book before
2 Bookseller website/email
3 Physical shop
4 Friend/relative/colleague/request
5 Author website/interview/event x
6 Bestseller list x
7 Film/TV/radio adaptation x
8 Printed newspaper
THEY USE A MIXTURE OF DISCOVERY MECHANISMS…

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SO….
LEARN HOW TO HIT THE BULL’S EYE

49. THANK YOU!
FOR MORE INFORMATION CONTACT
JO.HENRY@NIELSEN.COM
HAZEL.KENYON@NIELSEN.COM