Book Buyers: Who Buys Books These Days and What Do They Buy?

June 29, 2022

How can you use data to reach new audiences and why do smaller publishers need data intelligence?

The average UK book buyer is more likely to be female although this 59% share shrinks when considering audiobooks and grows when considering e-book purchasers. Female buyers are still more likely to be the purchaser of children’s books, especially for the under 12s. But non-fiction is where male purchasers dominate -- a share that grew to 53% in 2021.

Over time these broad demographic profiles shift, but by how much? And which buyers are driving the trends and what motivates their purchases? What other books do they buy and what leisure activities do they take part in?

By knowing the answers to these questions publishers can equip themselves with a fuller picture of their audience and crucially, potential audiences, enabling informed target marketing.

Byte The Book's Justine Solomons will be joined by a panel of experts: Louise Drake, Head of Analytics, Pan Macmillan; Kate Essam, Director of Sales Operations - Trade, Co-editions, Foreign Rights, The Quarto Group; and Hazel Kenyon, Director of Book Research, Nielsen BookData.

This event is free to attend and will run on Zoom. Please register by 12pm 29th June to get a link to attend. This session will be recorded, and all registrants will get a recording of the session, so even if you can't make this time please do sign up.

We are very grateful to Nielsen BookData for sponsoring this event. Nielsen BookData provides a range of services to the book industry internationally, aiding the discovery and purchase, distribution and sales measurement of books. NielsenBookData is responsible for the ISBN and SAN Agencies for UK & Ireland as well as providing search and discovery services for booksellers and libraries. Its electronic trading solutions, including Nielsen Pubeasy, help everyone involved in the book supply chain trade more easily and its Research services provide retail sales analysis for both print and e-books alongside research from the Books and Consumers Survey. For publishers Nielsen BookData offers a range of services from assigning an ISBN to a book to adding metadata to its database and providing promotional tools to help market books. The company is wholly owned by NielsenIQ. For more information, visit