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Reading Pulse

Voice of the Reader Survey Finds Rising Book Prices Are Driving Buyers to Delay Purchases, Buy Used Books, or Use Subscription Services

Targoz Strategic Marketing Announces Availability of
Reading Pulse Survey™

Big news from the Targoz team!  We have announced the immediate availability of the Reading Pulse Survey™. Based on six years of survey research, the syndicated study provides book publishers, agents, and sellers with an accurate picture of readers, and delivers actionable data on what readers want and how to influence them to buy.

 “At its heart, Reading Pulse is a voice of the reader survey,” said Randy Ellison, President of Targoz Strategic Marketing. “While everyone in the industry has focused on transactional sales data and analytics, we wanted to concentrate on the most important part of the industry: readers.”

Surprising Results

The survey asked readers about the genres they read, how much they’re willing to pay for a book, and where they buy their books. The study also includes Author Ranking Brand Scores™, which measure and rank the brand strength of bestselling fiction authors by genres, as well as extensive reader segmentation and demographic data.

“While the number of adults reading books has grown over the past five years and readers tell us they are finding more time to read, we are seeing declines in the number of books purchased by readers,” said Ellison. “Rising prices for print and e-book titles are driving book buyers to look for value. High prices are causing readers to delay purchases or to find lower price titles by buying used books, downloading free and discounted e-books from BookBub and other discount newsletters, or by using subscription services. Readers read, and those who consume the most books are looking for value to feed their reading habit. Amazon understands pricing, and our study proves they understand it far better than most publishers.”  

Reading Pulse Survey™ Availability

The Reading Pulse Survey™ report can be purchased at www.readingpulse.com for immediate download. The annual study is a broad-based consumer tracking study which compares readers’ attitudes, habits, and purchase patterns against the general population. This provides buyers with the most accurate and broad-based assessment of the U.S. market.

TV Streaming: Netflix vs Hulu vs Amazon Prime

Do you find yourself watching Netflix often these days? What about Hulu or Amazon Prime Instant Video? According to our Reading Pulse data, people who regularly watch television programs on online streaming like Netflix and Hulu platforms have increased 98% from December 2010 to April 2015. Unsurprisingly, millennials are the most likely to regularly watch television programs on this platform. This begs the question, are all streaming platforms the same?

According to a new study by iModerate, customers prefer Netflix over both Hulu and Amazon Prime Instant Video, so no, not all platforms are equal. Consumers view Netflix as a cable replacement whereas both Amazon and Hulu face “delivery and brand challenges.” It seems that customers like the wide array of content and uninterrupted viewing on Netflix. Netflix is also becoming part of the social scene for many customers, and having a “Netflix night” is the new normal. People like to compare what shows they have binge-watched with their friends as well as talk about movies and shows together. Netflix is now engrained in popular culture.

Consumers dislike Hulu’s commercials that are compulsory even with the paid service. According to iModerate’s data, people are eager to try Hulu but mostly watch a specific TV show. Once they watch their show, viewers are not very inclined to search for additional or original Hulu content. Hulu, though, does offer shows that are not offered on Netflix and Hulu has brand recognition.

Amazon Prime Instant Videos gets overlooked because customers feel Amazon does not distinguish instant videos from their prime service. Consumers forget or are unaware that Amazon offers a streaming option. The iModerate data shows that many consumers feel as though Amazon videos lack value or defining characteristics. Those customers who were aware of Amazon Prime Instant Videos reported that it was slow, short on value, and not something that they would use if they had to pay for it.

Overall, video streaming has increased dramatically in the past five years. This trend is expected to continue and as of now, it seems as though Netflix will be the main beneficiary. Perhaps Hulu can give Netflix a run for their money if it can solve the commercial dilemma and introduce a first-time-user friendly interface. Amazon Prime Instant Video should perhaps work on branding as well as improving content and speeds. Netflix is “King of the Hill” for now, but we will keep you in the loop if anything further develops.