Exploring Consumer Insights: NielsenIQ BookData’s pioneering “Books and Consumers” study in India

NielsenIQ BookData has been delivering Books & Consumers data to the UK, Australia and New Zealand markets for several years. The extension of this research to India will redefine the understanding of the Indian book market and its consumers, providing publishers with a deeper understanding of their readers and their buying behaviour to equip them to make strategic, data-driven marketing decisions.

Objective of the study

The Books and Consumers study aims to fill the gap in understanding consumer purchasing behavior in the Indian publishing market and serves as a continuous tracker designed to gauge readership trends within the book industry. The analysis of key demographics such as age, gender, income, and location paint a vivid picture of the diverse audience shaping the literary landscape. The study further dissects format preferences, book discoverability and sheds light on the rising popularity of digital mediums like eBooks and audiobooks alongside the enduring appeal of print. From the impact of diverse retail channels-both online and bricks-and-mortar—this data captures the nuances of how readers engage with books today.

Methodology

The foundation of the study lies in its robust and representative methodology. This research is conducted as an online survey, representing a segment of the population with access to the internet. It has a sample size of 2,500 respondents across India, ensuring a comprehensive and diverse dataset. It is important to note that the respondents will not be included in subsequent rounds within a given year.

The pan-India approach captures regional nuances, cultural preferences, and purchasing trends across demographics, making the findings relevant and actionable for publishers of all sizes.

Benefits for the publishing industry

Since 2011, NielsenIQ BookScan has been a trusted partner for the Indian publishing industry, tracking retail book sales and providing data that has enabled publishers to make informed decisions. NielsenIQ BookScan has provided robust data based on retail sales, offering a unique picture of market performance and trends.

The new Books and Consumers study represents the next step in this journey by offering detailed insights into reader’s purchasing behavior and will deliver in-depth insights into reader preferences, behaviors, and demographics. This integrated, 360-degree approach ensures a comprehensive understanding of the book industry, fulfilling the diverse data requirements of publishers and empowering them to make informed, strategic decisions.

Publishers can leverage this combined data to:

• Design more targeted marketing campaigns.
• Develop product strategies tailored to regional and demographic trends.
• Enhance discoverability and accessibility of books across platforms.
• Make informed investments in emerging formats like audiobooks and eBooks.

This initiative underscores the importance of research and collaboration in building a vibrant, sustainable publishing ecosystem—one that not only reflects the diversity of India but also meets the aspirations of its readers.