53% of UK adults say they have read a book in the last year, and it was most likely a physical book, according to Kantar data. 35% of those adults who read books are categorised as ‘heavy readers’ – that is, those who have read 10 or more books in the past year.*
Data from Kantar’s Worldpanel division shows that the market is looking healthy, with 2.3% growth year-on-year. The average book shopper in Great Britain spent £64.83 on books in the past year**, which is up from £64.15 last year. 40% of the adult population have purchased a book in the past 12 months.
Our panel data also shows that the average shopper has purchased 8 physical books each in the past year, compared to 9 the year before.
Who is reading what?
Data from our Media division highlights that there are differences in book preferences based on gender and age. Men are 40% more likely than the average book reader to read science fiction and more than twice as likely to read about sports, whilst women are 57% more likely to read romance novels and 25% more likely to read contemporary literature.
Those aged 15 to 24 are almost two-thirds likely to read fantasy and adventure books and 38% more likely to read science fiction. But those aged 65 or over are 46% more likely to read historical fiction, and 26% more likely to read crime and thriller books.
Who are the heavy readers?
The 35% of book-reading adults who are ‘heavy readers’ are 35% more likely than the average reader to b