New Trusted Media Brands Survey Finds That Printed Books Remain Highly Popular Among Consumers
NEW YORK (PRWEB) June 05, 2018 -- If you’re among the millions of Americans planning to spend time this summer relaxing and reading an enjoyable book, a new survey finds you’re probably going to be turning the actual printed pages of your favorite mystery, novel or biography.
The survey, conducted by the Trusted Media Brands’ Insights Lab, reveals that nearly nine out of ten book readers (87 percent) read a book in the traditional printed format in the last year. And younger consumers were the most likely to have done so: 93 percent of those aged 45 and under read a printed book in the past year.
If they weren’t reading a printed book, those aged 45 and under were probably listening to one on their mobile devices or while driving their car, with one out of four (24 percent) stating that they had listened to an audiobook in the past year.
The survey also finds that among Boomers aged 65 and over, e-books are extremely popular with 44% of this group saying they have read an E book in the past year, the highest among any age group.
“In addition to their passion for reading, one trend that clearly emerged among those we surveyed was that the experience of reading a book in the printed format remains incredibly popular and hard to replicate,” says Bruce Kelley, Chief Content Officer, Reader’s Digest. “Regardless of their age, or the myriad of options available to them, readers still enjoy the touch and feel of a printed book.”
Kelley notes that the format of books read is often driven by where they are being consumed. For example, audiobooks remain highly popular among readers doing tasks around the house or driving a car, while e-books are favored by readers who are travelling or otherwise on the go. “The portability of digital books clearly matches the mobility of their lifestyles,” says Kelley.
What exactly are consumers reading? The survey finds that mystery books are the most popular among readers with 63 percent of respondents stating as such followed closely by novels (62%); cookbooks (39%); history titles (37%); and biographies (37%).
Among the books cited most frequently by readers were such well-known titles including “A Man Called Ove”; “A Prayer for Owen Meany”; “All the Light We Cannot See”; “Before We Were Yours”; “Lilac Girls”; “The Immortal Life of Henrietta Lacks”; and “Leonardo Da Vinci.”
When it comes to purchasing books, the top outlets and sources include Amazon (58 %); Barnes & Noble Book Store (25%); Mass Department store such as Walmart, Target (22 %); Independent Book Store (19%); and, Barnes & Noble.com (13%). Nearly three out of four book buyers under age 45 purchased their books from Amazon (72 %).
“The passion that Americans have for reading continues to thrive,” says Kelley. “Regardless of the preferred format or genre, book reading remains an essential part of the American lifestyle.”
The Trusted Media Brands Insight Lab survey “Well Read” was based on a nationwide online survey of 600 of Trusted Media Brands’ consumers. The survey has a margin of error of plus/minus 3% at a 90% confidence level and was conducted during the period of March 29-April 17, 2018 among adults aged 18 and over.
A copy of the survey’s key findings can be found at Trusted Media Brands Survey.
About Trusted Media Brands
Trusted Media Brands is a visionary, brand-driven multiplatform media company, home to iconic brands like Taste of Home, the world’s largest circulation food media brand; Reader’s Digest; The Family Handyman, America’s leading source for DIY; a suite of highly-targeted brands including Birds & Blooms, Country, Country Woman, Farm & Ranch Living and Reminisce; and digital properties which include the Taste Community and Haven Home Media.
Trusted Media Brands reaches active consumers who genuinely connect with our blend of uplifting and enduring expertly-curated family, food, health, home improvement, finance and humor content – digitally, via social media, magazines and books, and events and experiences. Founded in 1922 by DeWitt Wallace as The Reader’s Digest Association, one of the first user-generated content publishers, Trusted Media Brands is headquartered in New York City. For more information, TrustedMediaBrands
Media Contacts:
Patrick Taylor, Sr. Communications Advisor, 917/653-4785; [email protected]
Patrick Taylor, Trusted Media, http://www.trustedmediabrands.com, +1 917-653-4785, [email protected]
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