Canadian Retailer - Summer 2013 - 30
MYSTORE research
a BeTTeR MICROSCOPe
niche-specific data mining gives canadian booksellers better
control over purchasing
BY ROBERT PRICE
1 in 3
NS
CANADIA OOK
TAB
BOUGH ONTH
LAST M
87% Bought a print book
18% Bought an e-Book
WHO BUYS BOOKS?
58
%
WOMEN
56
18%
%
URBAN
PROFESSIONALS
DWELLERS
42%
COLLEGE OR
UNIVERSITY
GRADS
Find out more at: www.booknetcanada.ca/education-and-research
BOOKSELLERS have greater insight into cus-
tomer buying patterns thanks to first-in-Canada,
customer-based, niche-specific data mining.
The Canadian Book Consumer 2012: Annual
Report, released by BookNet Canada, is the first
longitudinal temporal study of the Canadian
book consumer. The researchers surveyed more
than 4,000 consumers about their book purchasing habits and uncovered details that run
contrary to some generally perceived wisdom.
In particular, the report challenges the idea
that e-books threaten to surpass print sales.
The data indicates the opposite—e-book sales
are plateauing.
In the first quarter of 2012, e-book sales
achieved 18 per cent of market share. But by the
fourth quarter, e-book sales fell to 12 per cent
of market share. In contrast, print sales moved
in the opposite direction—they dropped in the
first quarter and rose in the fourth quarter.
“This is the first time industry has had a
good sense of market share of e-books,” says
Noah Genner, BookNet’s president and CEO.
30 |
canadian retailer | summer 2013 | www.retailcouncil.org/cdnretailer
“What it shows is that [electronic reading] device sales at Christmas are followed by e-book
purchases in January, while print books given
at Christmas increase in the last quarter.”
Change in retailing
Genner says this more precise understanding of how customers shop during different
times of the year is “really important” and one
of the key benefits of a long-term, quarter-byquarter study like BookNet’s.
“Any time you know what is going on in the
whole market, and any time you know how
genre buyers price-shop, is a benefit. This report gives a macro-level view of the customer.”
The report also offers other demographic
insights into the book market that could influence retail bookselling strategy.
The first is the composition of book buyers.
In Canada, only one in three Canadians buy a
book every month, but those who do make a
purchase buy an average of three books. Significantly, where these book buyers find new
http://www.booknetcanada.ca/education-and-research
http://www.retailcouncil.org/cdnretailer
Canadian Retailer - Summer 2013
Table of Contents for the Digital Edition of Canadian Retailer - Summer 2013
Publisher's Desk
Retail Currents
Retail: At Issue
Understanding The Expectations of Today's Consumer
The Retail Marketer's Most Powerful Tools
Driving and Converting Web Traffic
E-Commerce
A Better Microscope
The State of Canadian E-Commerce
Owning The Brand
Advertiser's Index
Retail Quick Tips
Canadian Retailer - Summer 2013 - cover1
Canadian Retailer - Summer 2013 - cover2
Canadian Retailer - Summer 2013 - 3
Canadian Retailer - Summer 2013 - Publisher's Desk
Canadian Retailer - Summer 2013 - 5
Canadian Retailer - Summer 2013 - Retail Currents
Canadian Retailer - Summer 2013 - 7
Canadian Retailer - Summer 2013 - 8
Canadian Retailer - Summer 2013 - 9
Canadian Retailer - Summer 2013 - 10
Canadian Retailer - Summer 2013 - 11
Canadian Retailer - Summer 2013 - Retail: At Issue
Canadian Retailer - Summer 2013 - 13
Canadian Retailer - Summer 2013 - 14
Canadian Retailer - Summer 2013 - 15
Canadian Retailer - Summer 2013 - Understanding The Expectations of Today's Consumer
Canadian Retailer - Summer 2013 - 17
Canadian Retailer - Summer 2013 - 18
Canadian Retailer - Summer 2013 - 19
Canadian Retailer - Summer 2013 - The Retail Marketer's Most Powerful Tools
Canadian Retailer - Summer 2013 - 21
Canadian Retailer - Summer 2013 - 22
Canadian Retailer - Summer 2013 - Driving and Converting Web Traffic
Canadian Retailer - Summer 2013 - 24
Canadian Retailer - Summer 2013 - 25
Canadian Retailer - Summer 2013 - 26
Canadian Retailer - Summer 2013 - E-Commerce
Canadian Retailer - Summer 2013 - 28
Canadian Retailer - Summer 2013 - 29
Canadian Retailer - Summer 2013 - A Better Microscope
Canadian Retailer - Summer 2013 - 31
Canadian Retailer - Summer 2013 - The State of Canadian E-Commerce
Canadian Retailer - Summer 2013 - 33
Canadian Retailer - Summer 2013 - 34
Canadian Retailer - Summer 2013 - 35
Canadian Retailer - Summer 2013 - Owning The Brand
Canadian Retailer - Summer 2013 - 37
Canadian Retailer - Summer 2013 - 38
Canadian Retailer - Summer 2013 - 39
Canadian Retailer - Summer 2013 - 40
Canadian Retailer - Summer 2013 - Advertiser's Index
Canadian Retailer - Summer 2013 - Retail Quick Tips
Canadian Retailer - Summer 2013 - cover3
Canadian Retailer - Summer 2013 - cover4
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