BNC Research -Millennial Book Buyers/Readers

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MillennialReaders

Methodology

• Onlinesurvey• AskedinFebruaryeachyear• Approximately750EnglishspeakingCanadians• Respondentshadtohavereadabookinthelastyear

• ParBcipantsarecompensatedforparBcipaBon

MillennialBookBuyers

Methodology

• Onlinesurvey• Askedthroughout2015• Approximately1800EnglishspeakingCanadiansincluding500millennials

• Respondentshadtohaveboughtabookintheprecedingmonth

• ParBcipantsarecompensatedforparBcipaBon

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

4,000,000

4,500,000

5,000,000

2015201420132012201120102009

Romance

Business&Economics

Fantasy

ScienceFic;on

Science

Educa;on

0

500,000

1,000,000

1,500,000

2,000,000

2,500,000

3,000,000

3,500,000

2015201420132012201120102009

Thrillers

Cooking

Mystery&Detec<ve

Self-help

History

0% 5% 10% 15% 20% 25%

Adver,sement

Readingotherbooksbyauthor

Havereadbefore

Gi>

Recommenda,on

Sawfilm/TV/radioadapta,on

Bestseller

Sawinshopwindow

Sawwhilebrowsing(shop/online)

Authorinterview

Followauthor

Readinggroup

School/work

Previewinotherbook

Prizewinner

Millennnials

Others

0% 5% 10% 15% 20% 25%

Adver,sement

Readingotherbooksbyauthor

Havereadbefore

Gi>

Recommenda,on

Sawfilm/TV/radioadapta,on

Bestseller

Sawinshopwindow

Sawwhilebrowsing(shop/online)

Authorinterview

Followauthor

Readinggroup

School/work

Previewinotherbook

Prizewinner

Millennnials

Others

0% 2% 4% 6% 8% 10% 12% 14% 16% 18%

Like/interestedinsubject

Descrip9onofthebook

Liketheseries

Recommenda9on/review

Likemaincharacter(s)

Lowprice/onspecialoffer

FrontcovercaughtaHen9on/appealed

Adapta9on/film/onTV

Itwasabestseller

Study/workneed

Containedinforma9onneeded

Readthebookbefore

Readextract/lookedinside

Lookedbestbookonthesubject

Readinggroupchoice

Advert/trailer

Authorinterview/authorevent

Other

Won/beennominatedforbookprize

Requested/suitablegiV/recipientlikes

Millennials Others

In summary….Millennials are still reading and buying books, but…

They are very price conscious and are focused on the value/quality of the book. They will pay more if they see value.

Peer reviews and recommendations are really important - whether they be online or in-person.

Online as a discovery, and shopping, channel are hugely important, but…

Millennials still go to stores.

In summary….Audio is a growing format for all cohorts, but even more so for millennials.

Millennials seem to be more format agnostic.

Mobile is important and still growing.

research@booknetcanada.ca

Thankyou

NoahGenner:ngenner@booknetcanada.ca

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