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Research Outline
Prepared for Rachel G. | Delivered October 8, 2019
Book Selection: Reader Journey
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Goals
Determine the consumer journey of the Hunger Games book's Gen Z and millennial readers. The information will be used on an RFP for the new release of the book's prequel.
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Early Findings
HUNGER GAMES BOOK
-
READER JOURNEY
Kids and young adults are known to have a voracious appetite for more
tales about well-loved characters
.
For several years, the Hunger Games books
hooked the young adult demographic
with tales of bravery, mystery, and vivid imagery.
As a result, these young readers got
hooked in dystopian world tales
with similar plots.
Around
92% of millennials
read books to increase their knowledge compared to only 66% of the older generations.
Around
43% of those
who are between 18 to 34 years old find it entertaining to read literature books.
This can include
novels, short stories, poems, plays
, and other reading materials that are not required by their schools or companies.
Around
49%
of older people between the
ages of 65 to 74
have this reading preference as well.
Approximately
92%
of university students are more inclined to read printed books compared to e-reader devices.
Millennials are also known to
go to public libraries
more compared to other age ranges.
Around
8 out of 10 millennials
have gone through a book in any medium during the past year.
Around
72%
of them have also perused through a print copy.
Fifty-six percent
of these millennials buy the majority of the books that they have finished.
Around
53%
of them went into a library or bookmobile to discover and read books.
This is in contrast to around
43%
of the baby boomers.
The majority of young readers also
depend on social media
when it comes to purchasing books.
Around
80% of them
will only buy a book with online reviews and buzz.
Millennials also tend to voice out their reading preferences through "
word-of-mouth
-
54%
, social media
-
20%
, and online forums
-
18%
."
Sixty-percent
of these millennials also mentioned that they are willing to go for the recommendation of YouTubers.
Around
1/3 of the generation
also perceive blogs to be a primary media source when trying to decide on a purchase.
Fifty-five percent
of the millennials can be enticed to buy a digital book format instead of a hard-copy one of there is a price promotion.
Around "
37% will buy books
if there is a free print or e-book bundling."
Thirty-six percent
will be influenced to buy a book if it will come with a free device.
As for the
10%
, they are willing to buy shortened books or "pay-per-chapter" reading materials.
Most US respondents observed that the
internet greatly helped
in finding the needed information.
However, the
under-30 age group
in the US said that there are many helpful knowledge topics that are not found on the internet.
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