Book Fair - profile of participants

Profile of Participants at the International Book Fair in Krakow

The study was conducted by Communication Service

www.booksfair.krakow.pl

PROFILE OF PARTICIPANTS AT THE INTERNATIONAL BOOK FAIR IN KRAKOW

Methodology The study of participants in the International Book Fair in Krakow was conducted by Communication Service1 during 22-25 October 2014 on a representative sample of 1007 participants, on the basis of direct interviews in the form of “tablet research” (with the use of mobile devices – iPads).

Profiling the participants of the International Book Fair in Krakow was prepared in comparative mode – the results of tests performed on a representative nationwide sample2 as well as a group of participants at the Warsaw Book Fair3 were taken into account as a statistical background. All three studies contained the same sets of questions, whereas the control question was the percentage of fair participants in Krakow and Warsaw, who use the internet – no significant differences were noted.

Personally use the Internet

Krakow

Warsaw

regularly – at least several times per week

96%

96%

rarely – once per week or less

3%

3%

does not use

1%

1%

hard to say

0%

0%

The studies conducted at the Warsaw and Krakow fairs included a new indicator of readership, i.e. the amount of books read in the last 30 days. Based on this indicator, Polish residents were divided into three groups:

1



non users – declared that they haven’t read any books in the month preceding the study,



light users – declared that they read one book in the month preceding the study,



heavy users – declared that they read at least two books in the month preceding the study.

Read more on: www.communication.com.pl.

Study contracted by Polish Chamber of Books and co-financed by the Ministry of Culture and National Heritage conducted by CBOS Public Opinion Research Center through computer assisted, direct interviews on 29.10.-26.11.2013 on a randomly selected representative group of 2031 Polish people aged 15 years and over.

Read more on: www.pik.org.pl.

3 Study of participants contracted by Polish Chamber of Books and co-financed by the Ministry of Culture and National Heritage conducted by SportPeople through direct interviews on 22-25.05.2014 on a representative sample of fair participants numbering 518 people. Read more on: sportpeople.pl.

2

STUDY RESULTS

Number of read books The statistical image of readership – with regard to visitors to the International Book Fair in Krakow and Warsaw Book Fair – is exemplary, but does not reflect the state of readership throughout Poland.

Number of electronic books read

Number of audiobooks listened to

Sex of fair participants

% Krakow

% Warsaw

women

54%

63%

men

46%

37%

Age of fair participants

% Krakow

% Warsaw

under 18 yrs.

14%

2%

19-25

27%

18%

26-35

27%

44%

36-45

17%

21%

46-55

8%

8%

56 yrs. and over

6%

7%

N/A.

1%

0%

Education of fair participants

% Krakow

% Warsaw

primary

13%

2%

secondary

26%

21%

higher

62%

77%

PROFILE COMPARISON OF PARTICIPANTS AT THE INTERNATIONAL BOOK FAIR IN KRAKOW AND WARSAW BOOK FAIR

Non users vs super heavy users Only every twentieth (5%) respondent visiting the fairs in Krakow and Warsaw declared, that he/she hadn’t read a single book (non users) in the month preceding the study. Meanwhile, every second Pole (49%) admitted to not reading any books within the 30 days preceding the study. Every fifth respondent visiting the book fair in Krakow and Warsaw, admitted to reading one book in the analogous period (light users) as well as every fifth Polish resident. The percentage of readers who read more, i.e. two or more books (within 30 days preceding the study), was much higher among fair visitors than the adult population of Poles. For Krakow this amounted to 76%, for Warsaw – 71% (heavy users). Reading at least 4 books within the previous month (super heavy users) was admitted by a higher percentage of respondents in Krakow (36%) than in Warsaw (25%).

Participants in the International Book Fair in Krakow and Warsaw Book Fair show a relatively high interest in e-books. Every third fair participant in Krakow admitted to reading at least one electronic version book (35%), whereas on a national scale e-books enjoy little popularity (3%).

In the case of audiobooks, the disproportion between the percentage of users among the International Book Fair in Krakow and Warsaw and the “Polish norm” amounts to 20% and 3%.

Sex, age and education During the fair in Krakow the proportion of sexes among visitors seemed more even than in Warsaw (Krakow: women 54%, men 46%; Warsaw: women 63%, men 37%). The nationwide trend is less intense, according to which women read books more frequently than men.

The public at the International Book Fair in Krakow is younger. At the Krakow fair the percentage of pupils and students is two times higher than for the Warsaw Book Fair. In turn, the “category of people at a productive age” (from 26 to 45 years) is higher in Warsaw (65%) than in Krakow (44%).

Older age groups (above 46 years) are presented on a similar level: Krakow – 14%, Warsaw – 15%.

People with a higher education dominated both functions: Krakow – 62%, Warsaw – 77%, which does not translate into a higher interest in e-books and audiobooks among Fair visitors.

MODEL VISITOR AT THE INTERNATIONAL BOOK FAIR IN KRAKOW Based on the studies conducted during the 18th edition of the International Book Fair in Krakow, it is possible to create an image of the model Fair visitor, who is a woman aged under 30. She has a higher education and regularly (at least several times per week) makes use of the Internet. This model visitor is of course a literature lover. During the study she admitted to reading at least two books within the thirty-day period preceding the function.