The 2024 RISE Study on Consumer Behaviour, commissioned by the European and International Booksellers Federation and conducted by the Belgian consultancy Listen, surveyed nearly 9,500 respondents across 19 countries to analyze current book-buying trends, reading habits, and customer needs. The findings reveal nuances in the global book market, offering insights into consumer preferences by country, format, genre, and shopping location.
Paper Books Dominate, but Digital Formats Gain Traction
Across the surveyed countries, the traditional paper book remains the preferred format. However, the study notes a steady appreciation for digital formats, including e-books and audiobooks, particularly among younger consumers. In countries like Australia, Canada, and Sweden, e-books and audiobooks have a growing presence. Australian readers, for instance, have embraced e-books and audiobooks at higher rates than the average, reflecting a shift in reading habits where convenience meets accessibility. Similarly, audiobook subscriptions are becoming a staple in Nordic countries like Finland, Norway, and Sweden, where listeners appreciate the flexibility audiobooks offer.
The U.K. and the U.S. see robust engagement with both e-books and second-hand books, revealing a unique mix of digital adoption and a commitment to sustainability through second-hand purchases.
Regional Differences in Book Formats and Genres
While fiction leads as the most popular genre globally, regional preferences vary. In Italy and France, lifestyle books and graphic novels enjoy considerable popularity alongside traditional fiction. Ireland stands out for its particular fondness for lifestyle genres, reflecting a trend toward self-improvement and practical knowledge. Meanwhile, Latvia and Slovakia show significant interest in educational materials and textbooks.
The study also highlights a cultural connection to reading across many countries. In Italy and Spain, book gifting is a widely embraced tradition, with over 90% of Italian respondents and many Spanish participants purchasing books as gifts.
Independent Bookshops Hold Unique Appeal
One consistent finding across all surveyed countries is the enduring appeal of independent bookshops. These shops are often prized for their unique atmosphere, personal touch, and curated selections. For example, French and American respondents particularly appreciate the enjoyable atmosphere in independent stores, while German and Dutch respondents favor the wide selection. In Spain, shoppers value recommendations from booksellers, underscoring the importance of personal interaction in the purchasing experience.
Consumers in New Zealand and Portugal show a tendency to shop exclusively in physical stores, favoring the tactile experience and personal connection that brick-and-mortar shops offer. In contrast, many respondents in Switzerland and Germany prefer to shop both online and offline.
The Rise of Sustainable Book Buying
An emerging trend in the study is the growing demand for second-hand books, particularly in the U.K., New Zealand, and Australia. In New Zealand, over half of respondents report purchasing used books, which aligns with a broader global push for sustainable shopping practices. Meanwhile, respondents in Portugal and Switzerland prefer new books over second-hand ones.
Read the study at tinyurl.com/RISE-Study.