According to data from Bowker presented by the company’s vice president of publishing services Kelly Gallagher at the Digital Book World Discoverability and Marketing:
- Andrew Gelman of Columbia University writes in The New York Times: Despite the large number of acquaintances, most Americans know just 10 to 25 people well enough to trust them.
- Almost half of book purchasing decisions on Amazon were made before a customer visited the Amazon site … They talk with their friends just like we do, they listen to the views of those they respect just like we do, they get together with like minded people, just like we do — they use Google as a 6th sense just like we do. Source
- Family and friends are the primary source of book discovery for Americans 16 and older, especially so for suburban (66%) and urban residents (66%). Some 60% of rural residents say they get book recommendations from family and friends. Similarly, city dwellers (25%) and suburbanites (24%) are more likely than rural residents (18%) to have gotten recommendations from book stores they visit. Source
- Number 1 way online shoppers discover new books: in-person, personal recommendations (~15% of new books discovered this way).