Decoding The Indian Reader: NielsenIQ’s Books & Consumers Study

Vikrant Mathur was appointed as Executive Director of NielsenIQ BookData in 2010 when launched BookScan India. He and his team are responsible for the development and sales of NielsenIQ BookData’s range of services including Discovery (BookData product range) and Research services (including BookScan) in the region. NielsenIQ BookData Research services operate in the UK, US and India and offers: Nielsen Books & Consumers Survey and bespoke consumer research, enabling the book industry to gain valuable insight into consumer purchasing behaviour for print and digital books. Vikrant has over 24 years of experience in the Client leadership roles and has worked cross verticals including information, technology and consumer markets.

The Indian publishing industry is undergoing significant growth and change, driven by shifting consumer preferences and technological progress. In this evolving landscape, publishers need reliable data and actionable insights to remain competitive. To address this need, NielsenIQ BookData has introduced its “Books&Consumers” study in India. This research has been successfully implemented for years in the UK, Australia, and New Zealand. Expanding this to India will offer deeper insights into the Indian book market and its readers, enabling publishers to understand purchasing patterns and make informed, data-driven marketing decisions on an ongoing basis.

Objective of the Study

The“Books & Consumers” study aims to fill the gap in understanding consumer purchasing behavior in the Indian book 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- paints 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 strength of the “Books & Consumers” study lies in its rigorous and representative approach. Conducted through an online survey, it reflects the behaviours and preferences of readers with internet access across India. Each round of research engages a fresh set of respondents, ensuring unbiased and up-to-date insights.
This comprehensive approach captures cultural preferences and purchasing patterns across diverse demographics, making the findings highly relevant and actionable. For publishers, this means access to data that can inform smarter strategies, align offerings with reader expectations, and drive growth in an increasingly competitive market.

From Data to Decisions: A New Era for Indian Publishing

For over a decade, NielsenIQ BookScan has been the trusted source of retail book sales data in India, helping publishers track market performance and identify trends with confidence. This foundation of reliable insights has enabled informed decision-making and shaped strategies across the industry.

Now, the “Books & Consumers” study takes this commitment to the next level. By going beyond sales figures, it offers a deep dive into reader behavior—what they buy, why they buy, and how they engage with books. This integrated, 360-degree view combines market performance with consumer insights, giving publishers a powerful tool to understand not just what is selling, but who is buying and what drives their choices.
The benefits are clear:

• Targeted Marketing – Craft campaigns that resonate with the right audience.
• Smarter Product Strategies – Align offerings with demographic and behavioral trends.
• Greater Discoverability – Ensure books reach readers across platforms and formats.
• Future-Ready Investments – Make informed decisions on emerging formats like audiobooks and eBooks.

This initiative isn’t just about data, it’s about building a vibrant, sustainable publishing ecosystem that reflects India’s diversity and meets the aspirations of its readers. With actionable insights at the fingertips, the publishing stakeholders can move from guesswork to strategy and from strategy to growth.

Do You Know?

In the Total trade book market (including print, e-books and audiobooks), Adult Non-Fiction (Trade) leads with 51% of sales, followed by Adult Fiction at 25% and Children & Young Adult books at 24%.

Among the Young Adult age group (16-24), the share of Adult Non-Fiction is 54%. The senior age group (55 and above) shows the highest preference for Adult Non-Fiction, with 47%.

Our detailed Books and Consumers report includes data for various other age groups.

Top 3 trade books categories being bought in Audio Books

For Indian book buyers, when it came to audiobook genres, personal development accounted for the largest portion of purchases, followed by General & Literary Fiction and Children’s fiction.

Top five factors that readers consider while selecting a book retailer

Good service (35%), price (31%), selection (29%) and convenience (27%) played an important role in buyer choice.Convenient places to shop, and free delivery are other important influences.

Disclaimer: This content provides a brief overview of the NielsenIQ BookData’s Books & Consumer Study India. For detailed analytics and further information, please contact NielsenIQ BookData at bookindia@nielseniq.com.