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Trends in Trade Book Retailing 2010


Attention: There is an updated edition available for this report.

  • Methodology
  • Introduction
  • Channel Trends & Demographics
    • Table Overview of Book Purchasing Population (U.S. Adults) Consumers Who Did/Did Not Buy a Book In Previous 12 Mos.
    • Table Overview of Book Purchasing Population (U.S. Adults) Sales Channel Trends
    • Table Overview of Book Purchasing Population (U.S. Adults): Buying Books As Gifts (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults) Customer Trends
    • Table Overview of Book Purchasing Population (U.S. Adults) Sales Channel Trends
    • Table Overview of Book Purchasing Population (U.S. Adults): The Channels Crossed Against Themselves (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Allocations: Type of Book Purchased (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Allocation: No. of Hardcover Books Purchased (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Allocation: No. of Paperback Books Purchased (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Gender (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Age (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Race (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Region (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Metro Markets (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Education Level (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Employment Status (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Profession (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Individual Income (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Household Income (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Marital Status (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by No. of People in Household (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Age of Children in Household (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Allocation by Children/No Children in Household (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Type of Residence (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Value of Residence (Number of adults in thousands)
  • Bookstore Performance and Challenges
    • Table Bookstore Users: Key Statistics and Demographics
    • Table Bookstore ONLY Users: Key Statistics and Demographics
    • Table Number of Superstore Outlets, 2005-2009
    • Table Big Three Store Outlets by State
    • Table Leading Bookstore Chains Revenue Growth, 2005-2009
    • Table Growth in Superstore Sales, Major Retail Chains, 2005-2009
    • Table Big Three Bookstore Chains Operating Performance, 2005-2009
    • Table Who is the Most Common/Least Common Customer at Your Store?
    • Table What One Factor Results in the Most Increased Store Traffic at Independents?
    • Table How was the first four months of 2010 at your store compared to the same period 2009?
  • Internet Retailing and Digital Distribution
    • Table Amazon's North American and Total Media Sales Growth, 2002-2009
    • Table Amazon's North American Media Sales as a Percentage of Total Sales, 2002-2009
    • Table Revenue of Leading Online Booksellers, 2005-2009 ($ in millions)
    • Table Book Auctions on eBay, July 2008-March 2009
    • Table Book Auctions on eBay with Store Inventories Included, August 2008-March 2009
    • Table Devices Used to Read E-Books, 2009
    • Table Online Book Buyers: Key Statistics and Demographics
    • Table Online ONLY Users: Key Statistics and Demographics
  • The Growth of Non-Bookstore Retailers and Their Impact
    • Table Number of Stores, Big Three vs. Big Box
    • Table Price Comparison of the Top 10 Bestselling Books at Select Stores, April 2009
    • Table "Other" Users: Key Statistics and Demographics
  • Consumer Psychographics
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of The Internet, By Channel, Any Agree (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Television, By Channel (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Advertising, By Channel (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Shopping, By Channel (Number of adults in thousands)
    • Table Overview of Book Purchasing Population (U.S. Adults): Impulse Shopping Habits, By Channel (Number of adults in thousands)
  • Conclusions and Recommendations
  • Channel Profiles
    • Table Book Club Users: Key Statistics and Demographics
    • Table Bookstore Users: Key Statistics and Demographics
    • Table Bookstore ONLY Users: Key Statistics and Demographics
    • Table Online Book Buyers: Key Statistics and Demographics
    • Table Online ONLY Users: Key Statistics and Demographics
    • Table "Other" Users: Key Statistics and Demographics
  • Profiles of Leading Booksellers
    • Table Key Statistics: Amazon.com
    • Table Financial Overview: Amazon.com, Inc., 2005-2009 ($ in 000)
    • Table Key Statistics: Barnes & Noble Inc.
    • Table Overview of Consumer Book Retailing Operations: Barnes & Noble, Fiscal 2005-2009 ($ in 000)
    • Table Key Statistics: Books-A-Million
    • Table Overview of Consumer Book Retailing Operations: Books-A-Million, Fiscal 2005-2009
    • Table Key Statistics: Borders Group Inc.
    • Table Overview of Consumer Book Retailing Operations: Borders Group, Inc., FY2005-2009
    • Table Key Statistics: eBay Inc.
    • Table Financial Overview: eBay Inc., 2005-2009 ($ in 000)

While most publishers and industry pundits were caught off guard by the price wars of Amazon, Target and Walmart during fall 2009, Simba Information and the buyers of Trends in Trade Book Retailing 2009 were ready for it. Stay ahead of the curve with this all-new edition.

A sister report to our annual Business of Consumer Book Publishing which debuted in 2009, Trends in Trade Book Retailing 2010 compiles national data on who is buying books, what they're buying and where they’re buying them, as well as detailed overviews of the major channels, how their market share is trending, and what outside factors are affecting each. The report provides a “scorecard” for each channel—bookstores, the Internet, book clubs, and “other”—and a demographic overview of the average consumer.

Simba compiled data from Simmons Market Research Bureau’s national consumer survey for this analysis. The four channels are also ranked by the estimated number of customers, what formats they buy, and how many titles the consumers purchase.

To gain a better understanding of the relationship consumers have with books on the retail level, Simba has added this essential analysis to its annual research collection.

With the book retailing segment as challenged as it is, no publisher, retailer, or industry analyst can afford not to have this vital tool.


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