Understanding the E-Book Market: Nielsen launches consumer purchasing data services for print and e-books
Nielsen today announced an association with Kantar Worldpanel which will allow the
company to provide its book industry clients with data and analysis services using Kantar
Worldpanel consumer research. This new service will complement and enhance the
continuous retail sales tracking service which Nielsen has provided via its Nielsen BookScan service over the last fourteen years, enabling the company to provide consumer e-book buying habits for the first time.
The Kantar Worldpanel data is sourced from a continuous panel of 15,000 individual
participants and gathers key information about book purchases including where the book
was purchased, the format, price paid and the reason for the purchase. The ISBN is
recorded so that the bibliographic data for each book purchased can be accurately
attributed and aligned with Nielsen’s core data. Since Kantar collects detailed personal
information from their participants, Nielsen will be able to provide analysis on the
demographics of the book buying public. This insight into consumer purchasing habits for
e-books will allow the industry to look at future trends to inform their business decisions.
Ann Betts, Nielsen Book’s Commercial Director, said: “This is an important new
development for Nielsen and our clients. Combining consumer research with our Nielsen
BookScan sales tracking data will give a richer and deeper view of the book market and
answer some of the key questions that people in the book world have been asking about ebooks.
It will also allow us to analyse, for the first time, who is buying which format of a
book from where and how their book buying behaviour changes once they become a digital reader. It’s an interesting and exciting project for us which we believe will add real value to the services we offer our clients.”