Do you ever think about your book buyer demographics?
When I write, I wander off into my own little imaginary world and have no thought at all about who my readers are or will be.
Perhaps I should do it because my eclectic writing style is only fit for those who have a reading eye for the perverse and are a little left of center.
But in truth, I don’t know who my readers are because I have absolutely no way of finding out about my target audience.
Finding your book buyer demographics data
I have access to traffic reports from Facebook and Google Analytics.
Both give me a very rough idea of the demographics of visitors to my blogs and Facebook Pages.
But apart from noticing that I am not at all popular with young adult 13-17-year-olds, it doesn’t tell me much.
Here are two examples of the types of reports that I can access via my Facebook Pages and blogs with Google.
However, this data is not at all relevant concerning my books.
People who visit my blogs and Facebook Pages could come for a variety of reasons, other than from a genuine interest in buying and reading my books.
Perhaps they stumbled upon my sites through Google or Facebook Search or came via backlinks from other sites, or out of happy, random clicking on Twitter.
Did they return, or only visit once? The reports give me a few clues, but nothing more than a generalized overview.
What I really would like to know is this.
What are book buyer demographics?
Are they predominantly men or women, and what age group are they?
What other books did they buy? Were they a new or returning buyer of my books?
Of the titles that I have published, do certain titles sell better to certain demographics?
With this type of data, I could target my book marketing more narrowly, save time, and probably sell more books.
I could possibly then write with a specific readership demographic in mind.
Sadly, though, this information is closely guarded by all of the major (and even minor) self-publishing platforms and online retailers.
The only information given to self-published authors is raw unit sales numbers. Perhaps, if you are lucky, generalized geographical sales data, but that is the limit.
Book reviews serve little real value, either. There are so many fake and paid reviews online that it’s impossible to know which reviews are genuine.
I don’t know, of course. But I would hazard a guess that even major publishers, who sell their books via Amazon, Apple, B&N, and alike, do not have access to basic demographic sales data either.
At the same time, I am absolutely sure that Amazon, Apple, B&N, and Kobo store and use this data that they collect during visitor browsing and at the time of sale.
Also, from user profiles and credit card details to help them fine-tune their own marketing to increase their sales volumes.
The question therefore is
Why don’t online retailers give authors and publishers just a tiny little bit of this extremely relevant data?
Gender, age-range, and country would be more than enough information to be able to gain an understanding of our readership.
The answer, or excuse, will be that it is a matter of privacy. Yes, of course.
By publishing the images above, of the demographics reports of my Facebook and blog visitors, have I invaded, threatened, exposed, or mistreated anyone’s individual privacy?
No. Nor would it be if online retailers supplied just a little relevant sales data in a similar form to my images above for authors and publishers.
I guess the reason that online retailers and publishing platforms do not give authors and publishers access to this information is not a matter of privacy or credit card security.
It is a matter of marketing power.
Online retailers aim to sell a few copies of thousands upon thousands of titles. But self-published authors, small press, and publishing houses need to sell thousands of copies of only a few titles.
It is part of the new publishing power game at work.
Have we traded one lock keeper for another?