Book Selection: Reader Journey

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.

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.

Proposed next steps:

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