19. the
Canadian
book-‐buyer
•
female
•
born
in
Canada
•
have
a
household
income
of
$50,000
to
$74,999
•
a
professional
or
execu've
•
employed
full-‐'me
•
have
a
university
degree
•
live
in
a
city
or
urban
area
•
good
chance
they
didn’t
buy
their
book
in
a
‘bookstore’
24. Methodology
• Online
survey
• Approximately
1000
English
speaking
book
buyers
across
Canada
are
surveyed
each
quarter
(333
per
month)
• Respondents
had
to
purchase
at
least
1
book
in
the
proceeding
month
to
qualify
• Ques/ons
are
asked
about
all
books
purchased
• Par/cipants
are
compensated
for
par/cipa/on
• Same
base
ques/onnaire
being
asked
each
quarter
• Ability
to
ask
custom
ques/ons
with
each
quarterly
fielding
27. what
formats
did
they
buy
Format/Period Q1
2012 Q2
2012 Q3
2012 Q4
2012
Print 86% 87% 86% 88%
Ebook 21% 18% 19% 15%
Both 5% 6% 6% 5%
28. what
subjects
did
they
buy
!"#
$!"#
%!"#
&!"#
'!"#
(!"#
)!"#
*!"#
+!"#
,!"#
$!!"#
-..#-/0.1#23345# -/0.1#67893:# -/0.1#;3:<67893:#
=1>?@#
A<2334#
BCD?@EC84#
FC@/83G?@#
Subject
by
Format
29. how
many
ebooks
did
they
buy
!"!!#$
%"!!#$
&"!!#$
'"!!#$
("!!#$
)!"!!#$
)%"!!#$
)&"!!#$
)'"!!#$
)("!!#$
%!"!!#$
*)$ *%$ *+$ *&$
,-./-0123-$45$678449$:2;-<$%!)%$$
678449$$
30. what
did
they
pay
!"#$%&'
!"&$(&'
!"#$)&'
!*$&+'
!,$,,'
!)$,,'
!",$,,'
!")$,,'
!#,$,,'
!#)$,,'
-..'/012345' 6317809:1' ;3<:1=38>' ?@A00>'
Average
price
paid
for
books
purchased
in
2012
34. devices
they
own
27%
of
book
buyers
own
a
dedicated
e-‐reader
20%
of
book
buyers
own
a
tablet
35. Discovery
-‐
all
formats
#1
-‐
In
store
#2
-‐
Recommenda/on
from
a
friend
#3
-‐
Read
a
review
#4
-‐
Read
an
excerpt
#5
-‐
Bestseller
List
36. awareness
that
results
in
a
sale
*
!"#$
%&#$
''#$
!#$
&#$
''#$
()*+,-./)$
0)12),$
3-2)4$$
56$
7892/$
04:,-$
*
Respondents
can
make
more
than
one
selec'on
%
of
all
books
purchased
in
2012
37. in-‐person
awareness
*
Respondents
can
make
more
than
one
selec'on
!"#"$%"&'("#)**"+&,-)+'
.()*','.($"+&/("0,-%"1'23435'
6))7'809:/(",&$+;';()9<1'
24=5'
6))7'>,$(1'=4?5'
@,A',9BC)('B,07',:)9B'BC"'
:))71'24D5'
!"#$<$"+B'EF7"&'>)('GB"*1'
H4I5'
!"#"$%"&',F','J$K1'=4H5'
EB'@#C))01'L4I5'
EB'BC"'0$:(,(M1'D425'
G+N@B)("'@,0"F'80"(71'H4O5'
G+N@B)("'P$F<0,M/Q+'@C"0./
@<$++$+;'!,#71'=L4O5'
QBC"(1'2I435'
40. Discovery
-‐
ebooks
#1
-‐
Recommenda/on
from
a
friend
#2
-‐
Read
an
excerpt
#3
-‐
Bestseller
List
#4
-‐
Retailer
recommenda/on
#5
-‐
Author’s
website
41. awareness
vs.
subject
Adult
Fic'on...
Adult
Non-‐Fic'on...
Bestseller
Lists,
In-‐Store,
Excerpts
Recommenda0ons,
See/Hear
the
Author,
School
or
Library
42. Going
to
the
store/browser...
25%
of
book
purchases
are
impulse
buys
43. Going
to
the
store/browser...
25% of book purchases are impulse buys
BUT
Ebook purchases tend to be
planned
44. #1
-‐
I
like
the
topic/subject
#2
-‐
I
like
the
author
#3
-‐
Price
#4
-‐
I’ve
read
other
books
in
the
series
#5
-‐
I
looked
though
the
book
and
liked
it
Why
did
you
purchase
this
book?
N
=
8665
All
Books...
45. #1
-‐
I
like
the
author
#2
-‐
I
like
the
series
#3
-‐
Price
#4
-‐
I
like
the
character
#5
-‐
Intrigued
by
book
/tle
Why
did
you
purchase
this
book?
N
=
1005
Fic/on
-‐
Mystery
