噹噹發佈圖書消費大數據 80後成爲購書主流羣體

Chinese people born in the 1980s are the country's largest online consumers of paper books – 54 times that of those born in the 90s.

“80後”人羣已然成爲我國圖書消費的主力軍，消費是“90後”的54倍。

According to a report by E-commerce retailer Dangdang, the "consumption volume" among post-80s Chinese is also nine times that of post-70s, and a staggering 169 times that of post-60s.

此外，根據電子商務零售商噹噹的一份報告指出，“80後”的紙質書消費量是“70後”的9倍、“60後”的169倍。

Chen Lijun, vice president of Dangdang, says while the report shows post-80s have become the pillar of book consumption, it doesn't mean people in other age groups don't read, rather, "there's the preferences in book consuming".

噹噹網副總裁陳立軍表示，雖然報告顯示“80後”已經成爲圖書消費的支柱，但這並不意味着其他年齡組的人們不讀書，只能說是他們願意在書籍上消費。

The survey also revealed some interesting findings about the content and reading habits of the post-80s readers.

該項調查還顯示了一些有關“80後”讀者的閱讀習慣及閱讀內容的有趣的發現。

As reported, "success" and "motivation" topped the list of key search words among this group. Management books were also popular. These findings coincide with others from , whose vice president Shi Jianjun said history and economic books were the favored books.

根據報告，“成功”和“勵志”是“80後”讀者最喜歡搜索的關鍵詞，管理類書籍也很受歡迎。該結果與亞馬遜中國的一項調查結果相吻合。亞馬遜中國副總裁石建軍表示，歷史類和經濟類書籍是最暢銷的書籍種類。

"Most of the readers read before bedtime, and they would read some professional books like The Mckinsey Way and Stock Exchange," Shi said.

石建軍說：“大多數讀者在睡前閱讀，他們會閱讀一些專業的書籍，如《麥肯錫方法》和《證券交易》”

sales also reveal parenting and tutorial books, especially those for kids aged 0-6 years, account for a large portion of the books purchased by post-80s readers.

亞馬遜中國的銷量數據還顯示出，育兒和教輔類圖書，特別是適合0-6歲的孩子，在“80後”讀者所購書籍中佔有很大的比例。

The 80s Chinese also pay a lot of attention to a book's layout, as well as the publisher's reputation. The report shows that even for e-books, the age group had a stronger tendency towards spending money on more delicate fonts.

此外，中國的“80後”讀者還會更加關注書籍版式和出版社聲譽。報告顯示，即使是電子書，這一年齡組的讀者仍會更傾向把錢花在擁有更精緻字體的書籍上。

In terms of the reading time, most of the 80s respondents said they read before going to bed, while about 40 percent read during their commute.

在閱讀時間方面，大多數“80後”受訪者表示，他們會在上牀睡覺之前閱讀，而約四成受訪者表示會在通勤時段進行閱讀。