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GfK is the trusted source of relevant market and consumer information that enables its clients to make smarter decisions. More than 13,000 market research experts combine their passion with GfK’s long-standing data science experience. This allows GfK to deliver vital global insights matched with local market intelligence from more than 100 countries. By using innovative technologies and data sciences, GfK turns big data into smart data, enabling its clients to improve their competitive edge and enrich consumers' experiences and choices.

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    • 03/23/17
    • Media and Entertainment
    • Retail
    • Global
    • English

    Majority of international online population regularly reads books

    Over half of the international online population (59%) reads from a book “at least once a week”, according to our recently released report featuring survey results from 17 countries.  Just under a third (30%) of those surveyed read daily, with China leading the way for the percentage of its population who are regular readers. Russia (59%) and Spain (57%) rank behind China (70%) for the percentage of their online population that reads “at least once a week”.  When we combine results for everyday readers, and those who read “every day or most days”, China leads again at 36% with Spain and the UK following closely behind at 32% each.

    Regular readers more likely to come from high income households

    Those living in high income households read books more often than those in low income households, with over a third (35%) saying that they read regularly “every (day) or most days”.  In low income households, a quarter of people (24%) are daily readers, and one out of ten claim that they ‘never’ read books, which is triple the percentage reported for high income households. “The value of these findings for the book industry lies in combining this self-reported data with analysis of actual sales across different markets and insights from our retail and consumer panels”, says Mathias Giloth, Managing Director of GfK Entertainment. “With this multi-layered approach, we help our clients to fine-tune their audience segmentation and identify customer potential, both globally and at country-specific level.”

    Regular readers by gender

    Women are more likely to be avid book readers than men, with 32% reading daily, compared to 27% of men from the international online population.  The gender gap between regular book readers is widest in the Netherlands and Spain, followed by Canada and Germany.

    Leading nations for non-readers

    The Netherlands, along with South Korea, both registered as countries with the highest percentage of their online population who report never reading books, at 16% each.  Belgium (14%) and Canada, France and Japan (11%) have the next highest proportion of non-readers.

    About the study

    We conducted the online survey with over 22,000 consumers aged 15 or older across 17 countries. Fieldwork was completed in summer 2016. Data are weighted to reflect the demographic composition of the online 3 population aged 15+ in each market. Countries covered are Argentina, Australia, Belgium, Brazil, Canada, China, France, Germany, Italy, Japan, Mexico, Netherlands, Russia, South Korea, Spain, UK and USA. hbspt.cta.load(2405078, '85efaed5-bbe3-4229-88b3-080a02a00197', {});
    • 03/23/17
    • Press
    • Financial Services
    • Public Services
    • Trends and Forecasting
    • Global
    • English

    Higher inflation dampens consumer climate

    Consumer sentiment in Germany sends mixed signals in March. While economic expectation and the propensity to buy picked up again after a decline in the previous month, income expectations fell slightly. Because propensity to save also rose again in March, the consumer climate prognosis in April is 9.8 points, and thus slightly lower than the 10.0 points in March.
    • 03/23/17
    • Media and Entertainment
    • Market Opportunities and Innovation
    • Trends and Forecasting
    • Global Study
    • Consumer Life
    • Global
    • English

    Majority of internet users read books either daily or at least once a week

    Nearly 60 percent of the online population across 17 countries read books either daily or at least once a week. China has highest percentage of “every day” book readers. Netherlands and South Korea tie for the highest percentage who say they never read books. Women are more likely to be avid book readers than men.
    • 03/21/17
    • Global Study
    • Global
    • English

    Which type of people are the most avid book readers?

    Explore our infographic and see our findings by income, age, and gender across 17 countries.
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