In times of digital transformation, printed books are still part of the consumer culture of LATAM

Netflix: original contents in Spanish conquer the Latin consumer.
4 de November de 2019
Show all

In times of digital transformation, printed books are still part of the consumer culture of LATAM

The reading experience, in addition to learning, provides an exercise for creativity. We seek to discover the relationship of consumers with books by conducting a survey with eCGlobal.com.

Most people have stated that they enjoy reading, an average of 2 to 5 books per year. The most widely read genre is fiction (novels, short stories), with 59% of the response. Only 36% visit libraries. Most prefer to buy the book from major bookstores. There is a preference of (49%) for the printed book. However, 40% of people have good acceptance also for the digital format.

Regarding prices, 55% think they are affordable. The books are purchased at local bookstores (40%), followed by major stores (32%). One point to note is that only 13% buys over the internet, demonstrating a more traditional behavior for this segment.

We go deeper into digital content adherence and 27% own Kindle, a digital reader. The most read audio books are from the Google Playstore. That is, the Latin public still demonstrates restrictions on the option of using e-commerce to purchase books and consume digital content.

Given this scenario, we understand that brands can use more the point of sale, as a stimulus channel for the online store. Another interesting point is to provide a differentiated experience to promote the loyalty of this audience.

Sample: 505 respondents, 56.83% men, ages 35 to 44 years, with major participants from Argentina.