In the not-so-distant-past Ugne Rauckyte in UCC asked a few questions of the Irish book-selling world. The results are in and they make for some interesting reading. Below is a very brief synopsis of Ugne’s results – you can read the full PDF here.
As you’re reading – remember that:
- 60% of respondants are aged 19 – 25 (the original target audience of Harry Potter and the Philosophers Stone)
- 60% are female
- 40% are students | 30% work full-time | 17% part-time
How much on average you spend on books in a month?
45% said €1 – €15 and another 31% said €16 – €30 (PDF results has a breakdown by genre)
In your opinion, do you think the books should be:
Given the choice 58% said slightly cheaper – 22% said prices are fine as they are.
If the recession continues do you think you will?
44% believe that they will buy as many books as they do now – 34% will be slightly fewer
Where do you usually buy your books?
52% buy from chainstores (Easons, Waterstones, Borders) Independent and online stores reached 10.8% each (9.7% buy from secondhand stores)
You would buy an electronic book reader if…
38% believe that they will buy an e-reader.
Suffice it to say that the full results are worth reading!
All of these numbers are all very fine but what exactly am I getting at?
That the primary demographic from the survey would be considered web savvy, technologically aware, social media users – who buy books. (The post-Harry Potter 19-25 yr old generation are still reading.)
There is ample room for both independent and chain stores to pitch books to that readership. With a smart online campaign the rewards could be great…
For example:
Easons* recently launched a new campaign – including a facebook page and twitter account. The initial engagement looked promising – offering the Dublin Twookclub a discount for starters. The account hasn’t been too active since, now it’s just used as a shouting place for events.
The upcoming event with Cecelia Ahern, for example, could be a great starting point – a quick search for ‘Ceceila Ahern’ reveals dozens of conversations about the author. Now why not get involved in those conversations – offer book recomendations, discounts and the chance to meet her in person?! Become the Ollivanders of online books (to keep the HP theme).
The market is changing – there is greater choice for anyone looking to buy a book. But it is also easier for companies to get in touch, recommend a title, offer a discount or just suggest a visit to the nearest bookstore… All without any fancy whizzbangery or expensive PR – just doing what you do. Selling books.
Chapters Bookstore and Raven Books are both dipping their toes in the water – why not join ‘em?
*Apologies to the lovely folks in Easons for picking on them!