Ukrainian book market research – 6th wave of consumer’s study

But the number of books bought in Ukrainian gradually increases; in comparison with last year this number grew from 35% to 40%. However, in March 2008 the share of books bought in Ukrainian reduced in comparison with December 2007 from 46% to 40%. It could be explained by the necessity in books in Ukrainian for studying in autumn, and with the decrease of this demand reduces the share of books bought in Ukrainian.

In all waves of the research, fiction was the type of books bought more often (in March 2008 41% of the last bought books belonged to this category).

During the second half of the 2007, the significant price rise of all books’ types occurred; that is why the prices in March are significantly higher than in previous year. Average price of the last bought book grew from UAH 23 to UAH 27. For study books respondents paid 4 UAH more than in March 2007, for books for children – 5 UAH more. Fiction was bought fro 2 UAH on average, which dos not differ from March 2007. Comparing March 2008 with previous quarter, the peak of price growth was noted in December 2007, because the price of last bought fiction and study book significantly reduced: fiction – from UAH 30 to 26 and study books – from UAH 33 to 28.

During the year, the gap between books bought in Ukrainian and in Russian was significantly smaller.

The amount of people, who never visit book stores remains stable, 35%.  The problem of finding necessary book was actual for 23% of respondents in March 2008 (only 14% of which find the book they are looking for, 7% — rarely find it, 2% — never could find necessary book). Nevertheless, 42% always find the book they need.

The main reason of purchasing books is the interest to their content for the reader (42% of buyers chose this reason).

More popular reason to buy books became the title of the book (6-8% more), the book series (7% more in comparison with previous year) or the author of the book. Books were bought 5-8% less for studying, work or there was a necessity. Advertisement was the reason to buy books only for 1% in comparison with 4% in December 2007. Other changes are not significant: 15% were attracted by the design of the book, 12% were following the recommendations of friends, 10% were asked by relatives or friends. The least popular reasons (4% of buyers and less) are trust to the certain publishing house (4%), recommendations of the personnel in the shop (3%), reference in another book (1%), low price or sale (1%).

Reasons not to buy books:

the most frequently mentioned reason continues to be absence of interest or need in books, this reason was mentioned by approximately half of respondents, who haven’t bought books during last three months. At the same time, this reason becomes more popular among non-buyers; in comparison with March 2007 it was mentioned by 7% more respondents (49% against 56%). Lack of money became less popular, but still the second most frequently mentioned reason. In comparison with March of the previous year this reason was mention by 6% less people (14% in this year comparing to 20% in 2007). Another 9% people said that the book they were willing to buy was too expensive for them. The third reason not to buy books was borrowing them from friends and library (12%).

In December 2007, the percent of the people, who purchased books in book shops and supermarkets increased. Although, in March it returned to the level of the previous year, 53%.

The second most popular place remains to be book market, where 31% of respondents purchased books. The third place takes Book club (23%). Its customers mostly live in the village or city with population under 50 thousand and are women. The share of those who purchased books directly from the publisher increased from 1% to 3%. The other changes are not significant: the percent of buyers, who purchased books at street stalls makes 16%, approximately 2% of respondents bought books from traveling salesmen, 2% from second-hand bookseller, less than 1% of buyers ordered books from Internet shop. Approximately 2% of respondents bought books from traveling salesmen, 2% from second-hand bookseller, 1% of buyers ordered books directly from publisher of from Internet shop.

Research was initiated and supported by the International Renaissance Foundation, the Fund for Central and East European Book Projects (Amsterdam) and the MATRA program of the Netherlands Ministry of Foreign Affairs. The research is conducted by GfK Ukraine (www.gfk.com).

Tasks of the comprehensive research of the Ukrainian book market :

• To find out what share of Ukrainian population buys books, and what motives are behind these purchases;
• To investigate books distribution channels;
• To analyse differences among buyers by distribution channels and socio-demographic characteristics;
• To study seasonal fluctuations on the book market;
• To gather and analyse information about publishers, retailers and wholesalers, operating on the market of Ukraine.

Ukrainian book market research – 6th wave of consumer’s study