
The results are in, and they're pretty overwhelming:
Literary blogs have a very significant impact on book-related purchases.A little over 2 weeks ago, I decided to run a survey in an attempt to measure, at least roughly, the influence of literary blogs on book-related purchasing decisions. Thanks to the help of many fellow lit bloggers, thousands of people completed the survey during the two-week period. The results are analyzed in detail below.
Questions 1 and 2The first two questions of the survey were geared towards lit-blog-reading behaviors in order to get a general sense of the habits of the survey respondents. These questions revealed that lit blog readers are both active and promiscuous. In response to the question "How often do you read a lit blog?", 87% of you replied "daily." 96% of you read a lit blog at least weekly, and only 4% of you read a lit blog only "monthly" or "rarely." These results aren't particularly surprising considering the survey was geared towards lit blog readers and primarily publicized on lit blogs and other on-line sites related to books and reading.
More surprising, at least to me, were the answers to question 2: "How many lit blogs do you regularly read?" 78% of you read 5 or more lit blogs a day, and 59% of you admit to reading 10 or more lit blogs a day. (I'm glad to know I'm not the only one.)
Questions 3 and 4Questions 3 and 4 asked about primary and secondary influences on book-related purchases. For 56% of you, lit blogs are the primary influence on your book-related purchases. The rest of you split pretty evenly between traditional media (
e.g., newpaper book reviews, NPR, Oprah) and family and/or friends. Bookseller recommendations are the primary influence on book-related purchases for only 2% of you.
As for secondary influences, lit blogs won again with 28% of the vote. Assuming nobody claimed lit blogs as both primary and secondary influencers, lit blogs are a primary or secondary influencer for 84% of you. Basically, for those of you who read lit blogs, those blogs exert a strong influence over your book-related purchases.
Question 5Now that we know lit blogs are a strong influencer over the book-related purchases of their readers, the next step is to quantify that influence. Towards this purpose, question 5 asked, "How often do you make a book-related purchase based on something you've seen on a lit blog?" A whopping 76% of you responded "at least once a month," including 10% of you who answered "at least once a week," and 4% of you who answered "every few days."
These results show that, for those of us reading lit blogs regularly (and there are quite a lot of us these days), those blogs are influencing us to make book-related purchases at least once a month in most cases. In an industry where
a work of literary fiction is considered a success if it sells between 4,000 and 7,000 copies, these results demonstrate that lit blogs have the power to exert significant influence on the literary marketplace.
Anecdotal EvidenceThe anecdotal evidence, while far from scientific, supports the survey results. Here are just a couple examples:
- Tiago Pavan commented: "I own a bookstore here in São Paulo, Brazil, and also a blog that talks about culture and books. I can say that I had an increase of 70% in sales after blogging! The bookstore is: 30porcento.com.brand the blog, 30porcento.com.br/blog."
- In response to a post about this survey, Evie commented at Three Percent: "You might like to know that your wonderful blog [Three Percent] has resulted in four or five of my recent purchases, one of which was an Open Letter title and all of which were in translation."
Other Interesting QuestionsObviously, this online, lit-blog-administered survey captured a very specific group of respondents. Although an on-line survey is not the proper tool for such an inquiry, it would be interesting to (a) measure the size of the lit-blog-reading population and (b) determine the ratio of lit-blog readers to non-lit-blog readers among the general reading population. It would also be interesting to explore the homogenizing effect of cross-pollination among lit blogs (how long does it take for a major piece of literary news or a word-of-mouth bestseller to hit all the lit blogs). Clearly, there's plenty of room for future exploration.
One final note: The last question of the survey asked, "What's your favorite lit blog (if you have one)?" The most common response was a variation of "too many to name just one" or "all of them."