Publishers Weekly and Parable, a Christian book marketing group servicing about 300 independently owned Christian outlets in the U.S., have conducted an extensive telephone consumer survey—1,000 Christian book buyers nationwide—to measure the size and importance of the Christian book market and to identify Christian book buyers' preferences. (The 1,000 respondents included 200 randomly selected Parable customers. Results also compared that group of 200 to the random sample of 800 Christian buyers.) The overall results revealed an engaged group of consumers who already buy many books and want even more titles in some of their favorite categories—Christian fiction, inspirational and Bible studies and children's titles. Nearly 60% of those surveyed had bought a book in the month prior to their participation in the survey (conducted in early June) and roughly one-third had made a book purchase in the prior week; as noted on the table on this page, Parable buyers made even more frequent purchases. The average number of books bought by this group is 13 per year; the Parable sample showed an average of 16 books purchased annually. Another piece of good news is that 38% of the respondents are planning to buy more books than they did in the past year.
Other significant results of the research: 19% of Christian book shoppers want more Christian fiction. Running second in the "want more" group were Bible study and inspirational titles, each requested by 12% of those surveyed. These heavy buyers of Christian books were also frequent buyers of general-interest books, with fiction, cookbooks, historical fiction and mysteries among the favorite categories. Christian books were purchased more frequently than general-interest titles; 38% of those surveyed noted that they had purchased a Christian book more often than a general title.
More than 50% of the survey group prefer to buy books at Christian bookstores, and a sizable group are happy at the national chains and discount outlets; the least preferred was the general-interest independent outlet. The leading motivational factor (a 73% response rate) for buying a book is prior experience with the author (Jerry Jenkins and Tim LaHaye are beneficiaries of this); pastor or clergy recommendation (that's what helped to accelerate the sales numbers for The Prayer of Jabez and The Red Tent) came in second, with a 59% response rate. Also very important in deciding to purchase a book is whether the book is perceived to be reasonably priced (49% noted this as very important) or if the book is on sale (37% chose this as a key motivator).
Convenient location was respondents' prime reason for going to a particular store (48% named this the most important factor). A large selection of titles and lowest prices were also key factors. When book buyers were asked where they prefer to shop when it comes to best selection of books plus caring and knowledgeable staff, Christian retailers were the clear winners, with nearly two-thirds of the respondents giving them the highest grades for selection and staffing.
