With the summer holidays now in full flow, holiday reading material often looms large on many people’s checklist.
The latest data from Kantar Media’s TGI study of consumer behaviour in the Republic of Ireland reveals 22% of adults have bought five or more books in the past 12 months, be they paperbacks, hardbacks or ebooks.
These adults are particularly likely (31% more likely than the average adult) to be in the ‘Secondary School Parents’ TGI Lifestage group (meaning they live with their son/daughter and the youngest child is aged 10-15), 62% more likely to have a family income of €75,000 or more and 26% more likely to be female.
What makes these voracious readers stand out from other adults in terms of their attitudes is that they are an open, cultured bunch and playing to these views when targeting them is likely to engage them better.
For example, TGI data reveals they are 49% more likely to consider themselves interested in the arts, 30% more likely to agree that they are interested in other cultures and 23% more likely to agree that they are interested in international events.
In terms of reaching this group efficiently, they are particularly likely to be amongst the heaviest fifth of consumers of cinema, newspapers, magazines and outdoor media.
To view archived TGI Insights of the Week please click HERE
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