A 2010 US survey of book buying behaviour finds two thirds of avid readers (ie spend more than five hours per week reading books) are female, one third male. The percentage of avid readers increases with age ie there are more avid readers in the 45-54, 55-64 and 65+ categories than in the younger age groups. Older people also buy more books. The most favoured place to buy books is the local bookstore, closely followed by chains and online. The survey also found most people who browsed in independent bookstores did not then go on to make their purchase on-line (only 10% did this).
Very interesting is what influences the purchasing decision. Top of the list is reputation of the author, next personal recommendation, then price. Book reviews were fourth (37%), cover, art work and blurbs was next (22%) and advertising came in last at 14%.
With regard to ebooks, the survey found ereader owners buy pbooks as well as ebooks and that ereader owners’ purchasing patterns were similar to those of “avid” readers ie they buy more books than the average. The survey can be viewed here.