Shulou(Shulou.com)11/24 Report--

CTOnews.com April 21, JD.com consumption and Industrial Development Research Institute released "2023 online Book consumption observation", online shopping books, teaching books and children's books the highest sales; medicine, painting, electronics and communications professional book sales the fastest; women are more likely to buy books than men.

JD.com 's sales show that teaching and examination books account for the highest proportion of book sales in 2023, accounting for 40%, of which 32% are teaching and auxiliary books in primary and secondary schools. In addition, children's books accounted for 18% of sales, while books on novels, motivational and success, humanities and social sciences accounted for 3%, 6%.

Among the professional books sold online in 2023, medicine, painting, electronics and communications, industrial technology and agriculture / forestry books had the highest sales growth.

From the perspective of purchasing power, 36-45-year-old consumers bought nearly 50% of books, 26-35-year-old consumers bought nearly 30% of books.

From the preference of online shopping books after 00, the main pressure of reading after 00 is to take the postgraduate entrance examination. They have the highest consumption preference in books for the postgraduate entrance examination, teaching materials for colleges and secondary schools, and foreign language learning books. at the same time, they also like to buy youth literature, photography books and novels.

The post-90s are busy learning to deal with family life and making money, and have a higher consumption preference in parenting, home, marriage and love books, as well as in financial investment, computer, Internet and management books.

The book preference of post-80s reflects a strong sense of educational responsibility, and they have a higher consumption preference in primary and secondary schools, dictionaries / reference books, music, children's books and popular science books.

CTOnews.com learned from the report that JD.com 's sales show that women account for 53% of online book sales, 6 percentage points higher than men.

Male consumers are more interested in areas such as financial investment, computer and Internet, and are more interested in reading knowledge books in professional fields. On the other hand, women prefer to buy books related to family education and art, and have a higher consumption preference in children's books, tutoring, fashion and music books.

Married users buy four times as many books as unmarried users, buying more than 80% of books. From the perspective of category preference, unmarried users account for a higher proportion of online shopping exams, teaching auxiliary books, computers and other professional books than the whole, and reading is mainly for career and future. However, after marriage, the focus of buying books has changed. Married users account for a higher proportion of consumption in categories such as children's books, primary and secondary school teaching and tutoring, and educating the next generation has become the first starting point for online book shopping.

There are obvious differences in the performance of online shopping books in different regions. The per capita number of online books purchased in first-tier cities is 8.8% higher than the national average, 1.6% higher in second-tier cities, slightly lower than the national average in third-to fifth-tier cities, and 8.8% lower than the national average in county and rural areas.

From a regional point of view, the per capita amount of online book purchases in North and East China is 1% 4% higher than the national average, while that in South China is basically the same as the national average, and that in central, northwest, northeast and southwest China is lower than the national average.

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