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The analysis of online bookshop consumer groups behavior differences

Ar笛nas Gudinaviius
Ar笛nas Gudinaviius

Ar笛nas Gudinaviius, Andrius uminas. Vilnius University Presentation at the International Book Science Conference "The minority book: historical experiences and modern expressions in the global world". Vilnius University, Lithuanian Academy of Sciences, Vilnius, 2425 September 2015.

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The analysis of online bookshop consumer groups behavior differences RESEARCHERS: AR的NAS GUDINAVIIUS, ANDRIUS UMINAS DATA COLLECTORS: JUSTINAS ERVOKAS, INGRIDA KUORYT VILNIUS UNIVERSITY
1 new ebook title every 1 minute (just on Amazon)
Aim and tasks Aim: to find out how different age groups and sexes of readers are choosing books by its covers on internet bookstores Tasks: Find differences on book cover selection between men and women, age groups (18-35, 36-55, over 56) on: colors, graphics, decision speed, looking at cover time, browsing strategies
Methodology
Cover selection principles: colors, graphics and not bestsellers Colours: Two covers in each primary colors: red, yellow, and blue. Two covers in each secondary colors: orange, green, and violet (purple). Two covers in white and black colors. Two multicolored covers. Graphics: Two different kinds of graphic: computer graphic (line art, painting, etc.) and photorealistic graphic (humans, faces, landscapes, etc.); Men, woman, children, nature landscapes inluded; Other: Not bestsellers: the authors are little known (subjectively); Books in Lithuanian language (original or translations).
Selected covers
Data collection equipment Mobile eye tracking laboratory: eye tracking equipment (Tobii X2-30 Eye Tracker) eye tracking software (Tobii Studio 3.2)
Measures time to first fixation fixation count mouse click count
Research duration and locations Work with the respondents: June 2015 180 respondents Locations: Bookstore Didysis Pegasas. PC AKROPOLIS, Ozo g. 25, Vilnius (48 hours) Vilnius County Adomas Mickevicius Public Library, Trak迭 st. 10, Vilnius (30 hours)
Findings (1/2) DECISION TIME, AVERAGE LOOKING AT BOOK COVER TIME , WHICH COVER SEEN FIRST AND THE REASONS OF BOOK COVER CHOOSING
Respondent portrait 3,2 books read in past 6 months 1,4 books bought at traditional bookstores in past 6 months 2,3 books bought at supermarkets in past 6 months 1,6 books bought at internet bookstores in past 6 months 2,6 books borrowed at libraries in past 6 months
Women and age group 18-35 decide faster Average time to decision 42,98 39,16 27,53 39,04 34,07 36,56 0,00 5,00 10,00 15,00 20,00 25,00 30,00 35,00 40,00 45,00 50,00 Age 56+ Age 36-55 Age 18-35 Men Women All
Men and age group 36-55 are looking longer Average looking at book cover time (sec.) 1,14 1,63 1,14 1,44 1,17 1,30 0,00 0,20 0,40 0,60 0,80 1,00 1,20 1,40 1,60 1,80 Age 56+ Age 36-55 Age 18-35 Men Women All
Average looking at book cover time: Women 1,17; Men 1,44; all 1,30 sec. MW Men 12% MW Men 12% MW Women 10% MW Men 12% MW Women 12% MW Women 11% LW Men 1% MW Women 10% W: 1,42 W: 1,51 W: 1,54 W: 0,96 W: 1,09 W: 1,08 M: 1,57 M: 2,20 M: 1,75 M: 1,38 M: 1,30 M: 1,51 W: 1,21 W: 1,26 W: 1,34 W: 1,20 W: 1,13 W: 0,99 M: 1,63 M: 1,68 M: 1,25 M: 1,06 M: 1,40 M: 1,29 W: 0,93 W: 1,02 W: 1,22 W: 1,23 W: 1,04 W: 0,84 M: 1,23 M: 1,10 M: 1,31 M: 1,50 M: 1,15 M: 1,56 M Men, W Women, MW most wanted cover, LW less wanted cover, green best results, red worst results LW Women 1% LW Women 1% LW Men 1% LW Women 1% LW Men 1% LW Women 2% LW Men 1% MW Men 9%
Which cover seen first? Average time on cover first fixation MW Men 12% MW Men 12% MW Women 10% MW Men 12% MW Women 12% MW Women 11% LW Men 1% MW Women 10% W: 1,42 W: 1,51 W: 1,54 W: 0,96 W: 1,09 W: 1,08 M: 1,57 M: 2,20 M: 1,75 M: 1,38 M: 1,30 M: 1,51 W: 1,21 W: 1,26 W: 1,34 W: 1,20 W: 1,13 W: 0,99 M: 1,63 M: 1,68 M: 1,25 M: 1,06 M: 1,40 M: 1,29 W: 0,93 W: 1,02 W: 1,22 W: 1,23 W: 1,04 W: 0,84 M: 1,23 M: 1,10 M: 1,31 M: 1,50 M: 1,15 M: 1,56 M Men, W Women, MW most wanted cover, LW less wanted cover, green best results, red worst results LW Women 1% LW Women 1% LW Men 1% LW Women 1% LW Men 1% LW Women 2% LW Men 1% MW Men 9%
Why did you selected this book? (women vs men) 1 3 7 16 20 43 0 3 8 9 22 48 0 10 20 30 40 50 60 Friend recommendation Seen in advertisement Known author Other Nice cover Attractive title Men Woman
Why did you selected this book? (age groups) 0 2 11 10 11 26 1 1 2 9 13 34 0 3 2 6 18 31 0 5 10 15 20 25 30 35 40 Friend recommendation Seen in advertisement Known author Other Nice cover Attractive title Age 18-35 Age 36-55 Age 56+
Findings (2/2) WARM VS COOL COLOR PREFERENCES, PHOTOREALISTIC VS GRAPHIC STYLES PREFERENCES AND BROWSING STRATEGIES
Warm and cool colors: men prefer warm, women cool color covers 1-2 1-3 1-4 1-5 2-1 2-2 2-4 1-1 2-5 2-6 3-2 3-3 3-5 3-6 WHITE: 1-6, 2-3 BLACK: 3-1, 3-4 Warm, % Cool, % All 51% 49% Women 46% 54% Men 55% 45%
Warm and cool colors: changing preferences with age 1-2 1-3 1-4 1-5 2-1 2-2 2-4 1-1 2-5 2-6 3-2 3-3 3-5 3-6 WHITE: 1-6, 2-3 BLACK: 3-1, 3-4 Women & men Warm, % Cool, % Age 18-35 38% 62% Age 36-55 52% 48% Age 56+ 60% 40%
Warm and cool colors: changing preferences with age 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Women Warm Cool 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Men Warm Cool 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ All (women & men) Warm Cool
Photorealism vs stylized: changing preferences with age 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Women Photorealism Stylized 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Men Photorealism Stylized 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ All (women & men) Photorealism Stylized
Younger are looking more focused (age 18-35)
Younger are looking more focused (age 36-55)
Younger are looking more focused (age 56+)
Selecting strategies: cover IS NOT important
Selecting strategies: cover IS important
Selecting strategies: thorough and chaotic
Selecting strategies: fast and consistent
Conclusions It takes 15% more time to decide on book cover for men then for women Men are looking (fixation time) into book cover 23% more time then women It takes 42% more time to decide on book cover for age group 36-55 then 18-35. And for age 56+ takes 10% more time then 36-55. Age group 36-55 was looking (fixation time) at book covers 30% more time then 18-35 or 55+
Conclusions Women are looking 10% longer to the most wanted covers (to compare with average time) Men are looking 1% longer to the most wanted covers Both (women and men) are looking 12-14% shorter to the least wanted covers The place of cover (in 3 rows and 6 columns grid) is not important for choosing cover the user want when choosing duration is managed by user itself.
Conclusions Women at younger age (18-35) much more prefer cool book cover colors, but at the age 36+ the difference almost disappears. Men at younger age (18-55) almost has no preference between warm and cool color book covers. At the age 56+ much more men prefer warm colors. In all age groups women likes a little bit more cool colors (54%) and men likes more warm colors (55%). Men at younger ages (18-55) prefer stylized book cover. This changes in 56+ age group to 60% photorealistic covers preference. Women has modest photorealistic style book covers preference over stylized at all age groups and this preference reveals at 56+ age group up to 57%.
Conclusions Few browsing strategies can be identified: cover IS NOT important vs cover IS important thorough and chaotic vs fast and consistent The research should be continued on investigating the reasons of book selecting behavior, motives and browsing strategies
The analysis of online bookshop consumer groups behavior differences RESEARCHERS: AR的NAS GUDINAVIIUS, ANDRIUS UMINAS DATA COLLECTORS: JUSTINAS ERVOKAS, INGRIDA KUORYT VILNIUS UNIVERSITY

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The analysis of online bookshop consumer groups behavior differences

  • 1. The analysis of online bookshop consumer groups behavior differences RESEARCHERS: AR的NAS GUDINAVIIUS, ANDRIUS UMINAS DATA COLLECTORS: JUSTINAS ERVOKAS, INGRIDA KUORYT VILNIUS UNIVERSITY
  • 2. 1 new ebook title every 1 minute (just on Amazon)
  • 3. Aim and tasks Aim: to find out how different age groups and sexes of readers are choosing books by its covers on internet bookstores Tasks: Find differences on book cover selection between men and women, age groups (18-35, 36-55, over 56) on: colors, graphics, decision speed, looking at cover time, browsing strategies
  • 5. Cover selection principles: colors, graphics and not bestsellers Colours: Two covers in each primary colors: red, yellow, and blue. Two covers in each secondary colors: orange, green, and violet (purple). Two covers in white and black colors. Two multicolored covers. Graphics: Two different kinds of graphic: computer graphic (line art, painting, etc.) and photorealistic graphic (humans, faces, landscapes, etc.); Men, woman, children, nature landscapes inluded; Other: Not bestsellers: the authors are little known (subjectively); Books in Lithuanian language (original or translations).
  • 7. Data collection equipment Mobile eye tracking laboratory: eye tracking equipment (Tobii X2-30 Eye Tracker) eye tracking software (Tobii Studio 3.2)
  • 8. Measures time to first fixation fixation count mouse click count
  • 9. Research duration and locations Work with the respondents: June 2015 180 respondents Locations: Bookstore Didysis Pegasas. PC AKROPOLIS, Ozo g. 25, Vilnius (48 hours) Vilnius County Adomas Mickevicius Public Library, Trak迭 st. 10, Vilnius (30 hours)
  • 10. Findings (1/2) DECISION TIME, AVERAGE LOOKING AT BOOK COVER TIME , WHICH COVER SEEN FIRST AND THE REASONS OF BOOK COVER CHOOSING
  • 11. Respondent portrait 3,2 books read in past 6 months 1,4 books bought at traditional bookstores in past 6 months 2,3 books bought at supermarkets in past 6 months 1,6 books bought at internet bookstores in past 6 months 2,6 books borrowed at libraries in past 6 months
  • 12. Women and age group 18-35 decide faster Average time to decision 42,98 39,16 27,53 39,04 34,07 36,56 0,00 5,00 10,00 15,00 20,00 25,00 30,00 35,00 40,00 45,00 50,00 Age 56+ Age 36-55 Age 18-35 Men Women All
  • 13. Men and age group 36-55 are looking longer Average looking at book cover time (sec.) 1,14 1,63 1,14 1,44 1,17 1,30 0,00 0,20 0,40 0,60 0,80 1,00 1,20 1,40 1,60 1,80 Age 56+ Age 36-55 Age 18-35 Men Women All
  • 14. Average looking at book cover time: Women 1,17; Men 1,44; all 1,30 sec. MW Men 12% MW Men 12% MW Women 10% MW Men 12% MW Women 12% MW Women 11% LW Men 1% MW Women 10% W: 1,42 W: 1,51 W: 1,54 W: 0,96 W: 1,09 W: 1,08 M: 1,57 M: 2,20 M: 1,75 M: 1,38 M: 1,30 M: 1,51 W: 1,21 W: 1,26 W: 1,34 W: 1,20 W: 1,13 W: 0,99 M: 1,63 M: 1,68 M: 1,25 M: 1,06 M: 1,40 M: 1,29 W: 0,93 W: 1,02 W: 1,22 W: 1,23 W: 1,04 W: 0,84 M: 1,23 M: 1,10 M: 1,31 M: 1,50 M: 1,15 M: 1,56 M Men, W Women, MW most wanted cover, LW less wanted cover, green best results, red worst results LW Women 1% LW Women 1% LW Men 1% LW Women 1% LW Men 1% LW Women 2% LW Men 1% MW Men 9%
  • 15. Which cover seen first? Average time on cover first fixation MW Men 12% MW Men 12% MW Women 10% MW Men 12% MW Women 12% MW Women 11% LW Men 1% MW Women 10% W: 1,42 W: 1,51 W: 1,54 W: 0,96 W: 1,09 W: 1,08 M: 1,57 M: 2,20 M: 1,75 M: 1,38 M: 1,30 M: 1,51 W: 1,21 W: 1,26 W: 1,34 W: 1,20 W: 1,13 W: 0,99 M: 1,63 M: 1,68 M: 1,25 M: 1,06 M: 1,40 M: 1,29 W: 0,93 W: 1,02 W: 1,22 W: 1,23 W: 1,04 W: 0,84 M: 1,23 M: 1,10 M: 1,31 M: 1,50 M: 1,15 M: 1,56 M Men, W Women, MW most wanted cover, LW less wanted cover, green best results, red worst results LW Women 1% LW Women 1% LW Men 1% LW Women 1% LW Men 1% LW Women 2% LW Men 1% MW Men 9%
  • 16. Why did you selected this book? (women vs men) 1 3 7 16 20 43 0 3 8 9 22 48 0 10 20 30 40 50 60 Friend recommendation Seen in advertisement Known author Other Nice cover Attractive title Men Woman
  • 17. Why did you selected this book? (age groups) 0 2 11 10 11 26 1 1 2 9 13 34 0 3 2 6 18 31 0 5 10 15 20 25 30 35 40 Friend recommendation Seen in advertisement Known author Other Nice cover Attractive title Age 18-35 Age 36-55 Age 56+
  • 18. Findings (2/2) WARM VS COOL COLOR PREFERENCES, PHOTOREALISTIC VS GRAPHIC STYLES PREFERENCES AND BROWSING STRATEGIES
  • 19. Warm and cool colors: men prefer warm, women cool color covers 1-2 1-3 1-4 1-5 2-1 2-2 2-4 1-1 2-5 2-6 3-2 3-3 3-5 3-6 WHITE: 1-6, 2-3 BLACK: 3-1, 3-4 Warm, % Cool, % All 51% 49% Women 46% 54% Men 55% 45%
  • 20. Warm and cool colors: changing preferences with age 1-2 1-3 1-4 1-5 2-1 2-2 2-4 1-1 2-5 2-6 3-2 3-3 3-5 3-6 WHITE: 1-6, 2-3 BLACK: 3-1, 3-4 Women & men Warm, % Cool, % Age 18-35 38% 62% Age 36-55 52% 48% Age 56+ 60% 40%
  • 21. Warm and cool colors: changing preferences with age 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Women Warm Cool 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Men Warm Cool 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ All (women & men) Warm Cool
  • 22. Photorealism vs stylized: changing preferences with age 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Women Photorealism Stylized 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ Men Photorealism Stylized 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Age 18-35 Age 36-55 Age 56+ All (women & men) Photorealism Stylized
  • 23. Younger are looking more focused (age 18-35)
  • 24. Younger are looking more focused (age 36-55)
  • 25. Younger are looking more focused (age 56+)
  • 26. Selecting strategies: cover IS NOT important
  • 29. Selecting strategies: fast and consistent
  • 30. Conclusions It takes 15% more time to decide on book cover for men then for women Men are looking (fixation time) into book cover 23% more time then women It takes 42% more time to decide on book cover for age group 36-55 then 18-35. And for age 56+ takes 10% more time then 36-55. Age group 36-55 was looking (fixation time) at book covers 30% more time then 18-35 or 55+
  • 31. Conclusions Women are looking 10% longer to the most wanted covers (to compare with average time) Men are looking 1% longer to the most wanted covers Both (women and men) are looking 12-14% shorter to the least wanted covers The place of cover (in 3 rows and 6 columns grid) is not important for choosing cover the user want when choosing duration is managed by user itself.
  • 32. Conclusions Women at younger age (18-35) much more prefer cool book cover colors, but at the age 36+ the difference almost disappears. Men at younger age (18-55) almost has no preference between warm and cool color book covers. At the age 56+ much more men prefer warm colors. In all age groups women likes a little bit more cool colors (54%) and men likes more warm colors (55%). Men at younger ages (18-55) prefer stylized book cover. This changes in 56+ age group to 60% photorealistic covers preference. Women has modest photorealistic style book covers preference over stylized at all age groups and this preference reveals at 56+ age group up to 57%.
  • 33. Conclusions Few browsing strategies can be identified: cover IS NOT important vs cover IS important thorough and chaotic vs fast and consistent The research should be continued on investigating the reasons of book selecting behavior, motives and browsing strategies
  • 34. The analysis of online bookshop consumer groups behavior differences RESEARCHERS: AR的NAS GUDINAVIIUS, ANDRIUS UMINAS DATA COLLECTORS: JUSTINAS ERVOKAS, INGRIDA KUORYT VILNIUS UNIVERSITY