If you’re using price promotions as part of your book marketing strategy, you should understand the audience you’re targeting. Who are bargain ebook buyers? Do they purely seek out freebies, or are they willing to purchase full-priced books from authors they love? Do they hoard dozens of ebooks, or do they actually read what they download?
We wanted to answer these questions and more, so we surveyed* thousands of bargain ebook buyers, seeking to explain who they are, what they read, and how this translates into value for authors and publishers. Check out the presentation below, and read on for 11 of the most important trends we discovered:
1. They’re Power Readers
Almost 60 percent of the bargain ebook readers we surveyed consume at least a book a week, and about 1 in 10 said they read a book or more a day. On the other hand, only 5 percent of the general American public reads a book a week. Tweet this stat.
2. They Read Everywhere
Virtually all those we surveyed said they read in their down time — before bed, while traveling, and at home during the day. But perhaps most surprisingly, 45 percent said they read while at work, suggesting that the most voracious readers don’t let anything get in the way of their latest book. Tweet this stat.
3. They Primarily Read On Tablets
While over half the readers we surveyed said they primarily use a Kindle or Nook device, many also read on Apple or Android mobile platforms. And around 60 percent said they prefer tablets — a number that includes devices like the Kindle Fire and Nook HD. Tweet this stat.
4. They Don’t Just Read Ebooks
While we found that most bargain readers consume fewer print books than they once did, they don’t exclusively read ebooks. Over 60 percent of those we surveyed said they also read hardcovers, and almost three quarters said they still read paperbacks. Tweet this stat.
5. They Are Genre Readers
Most bargain readers said they primarily consume genre fiction. And while their tastes vary across a wide spectrum, the majority indicated that they prefer either mysteries, thrillers, or romance. Tweet this stat.
6. Their Median Income Is Above Average
The majority of the bargain readers we surveyed earn more than the US median household income of $51,017. Readers in general tend to be more affluent than the average American, and our data suggests that bargain readers are no different in this respect. What sets them apart is the number of books they read — an expensive habit no matter your income. Tweet this stat.
7. They Buy Full-Priced Ebooks
While bargain readers are price sensitive, most don’t exclusively download discounted books. Over three quarters said they also buy full-price titles, supporting the idea that many of them have disposable income and are willing to spend it on books they love. Tweet this stat.
8. They Try New Authors
The vast majority of the readers we surveyed said they’ve discovered a new author through an ebook price promotion. Anecdotally, we’ve found that BookBub readers use discounts as a discovery tool, trying new authors that they otherwise might not have read. Tweet this stat.
9. They Read the Books They Download
Bargain readers don’t just hoard ebooks and let them lie dormant on their devices. Most of those we surveyed said they read the discounted titles they download, suggesting that not only do they experiment with new authors, but that they value and absorb this content. Tweet this stat.
10. They Become Loyal Fans
Over 60 percent of the readers we surveyed said they’ve purchased other books by an author they discovered through an ebook price promotion. So once you hook a reader with a discount, they’re often in it for the long haul. Tweet this stat.
11. They Recommend Books They Like
65 percent of those we surveyed said they’ve recommended a bargain book to a friend. This suggests that not only do bargain readers become long-term fans of the authors they love, but that they help build even larger audiences by spreading the word to their communities. They’re influencers. Tweet this stat.
*Note: BookBub collected data on thousands of readers across multiple randomized surveys. While the responses come from our own subscribers, we believe that they are representative of the typical bargain ebook reader.
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