2009 - 2010 Reader Survey

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rsullivan9597

rsullivan9597

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I found a link to this survey on one of the forums and thought it was interesting enough to pull some facts from:

Some facts about the study:
  • 9,300 respondents
  • Picked from a pool of 110 million internet users from 5,100 websites
  • Conducted Nov 2009, Dec 200, Jan 2010
  • Adults 18+ (Males 48%, Woman 52%) - to match US population
Hours per week reading:
  • 10.6% - not sure
  • 19.6% - less than 1 hour
  • 21.3% -1-2 hours
  • 20.8% - 3 - 4 hours
  • 14.8% - 5 - 9 hours
  • 12.9% - 10 hours or more
If Avid Readers are defined as >= 5 hours a week
  • 63% female
  • 37% male
Number of books bought in last 12 months
  • 16.2% - not sure
  • 12.0% - none
  • 12.7% - 1-2
  • 14.9% - 3-4
  • 15.0% - 5 - 9
  • 29.3% - 10 or more
Principal reasons for buying books:
  • 2% - Other
  • 32% - Entertainment/relaxation
  • 22% - Education/self improvement
  • 14% - Gift
  • 11% - Business/professional
  • 11% - Historical/current events
  • 8% - Children/grandchildren
NOTE: I think this was a stupid question as most people fall across all those categories but I guess the "principal" covers that -- but in addition I think children/grandchildren probably fall into a "gift" situation.
Shopping Location (all/avid buyers)
  • 0%/1.6% - Not sure
  • 12.1%/0% - Other
  • 22.0%/27.6% - Chain bookstore (B&N, Borders)
  • 23.0%/27.3% - Local independent
  • 21.1%/19.0% - On-line Retailer
  • 11.7%/14.1% - Big-box retailer (Wall mart, target)
  • 10.1%/10.4% - Book clubs
Primary Factor in Book Purchase Decision: % deemed VERY important*
  • 52% - Author reputation
  • 49% - Personal recommendation
  • 45% - Price
  • 37% - Book reviews
  • 22% - Cover artwork/blurbs
  • 14% - Advertising (including online)
*This was the best question in the group (IMO)
Probability of buying ereader in 6-12 months**
  • 17.1% - not sure
  • 6.8% - already own one
  • 8.2% - very likely
  • 15.7% - somewhat likely
  • 52.5% - not at all likely
**This is over 1 year old data at this point - I would love to see this number for 2010/2011
Of ebook owners - planned ebook purchases/planned paper purchases***
  • 16%/13.5% not sure
  • 22%/13.2% - none
  • 13%/14.9% - 1 - 2
  • 10%/13.5% - 3 - 4
  • 14%/17.2% - 5 - 9
  • 25%/27.7% 10 or more
***Again - old data so not much relevance now other than to note that a year ago people who had ereaders were still buying a significant number of paperback books. I for one always choose an ebook over paper book.
Primary time for using ereader
  • 7% - other
  • 13% - not sure
  • 27% - reading at home for leisure
  • 14% - reading in bed
  • 24% - traveling or commuting
  • 9% - during breaks in the workday
  • 6% - studying or school reading
NOTE: This survey had a $ willing to pay but as the "cheapest" was "less than $10" I don't think it has much relevance. I would rather see a: $0, $0.99, less than $3, $3-5, $5-9.99, Over 10$. This survey had: less than $10, $25 or more, $20 - $24.99, $15-19.99, $13.00-$14.99, $10.00 -$2.99.
Regarding piracy (Torrent services) - from ereader population -How many times in 12 months you downloaded a book from Rapidshare, Megaupload, Hotfile, etc.
  • 8% - Not sure
  • 63% - None
  • 13% - 1 or 2
  • 7% - 3 or 4
  • 3% - 5 to 9
  • 6% - 10 or more
 
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