Romance Fiction Readership Continues to Grow

The Readers

• 74.8 million people read at least one romance novel in 2008.
• The core of the romance fiction market is 29 million regular readers.
• 24.6 percent of all American read a romance novel in 2008, versus 21.8 percent in 2005.
• 29 percent of Americans over the age of 13 read a romance novel in 2008.
• Women make up 90.5 percent of the romance readership, and men make up 9.5 percent.
• The heart of the U.S. romance novel readership is women aged 31–49 who are currently in a romantic relationship.

Reader Marital Status

• Romance readers are more likely than the general population to be currently married or living with a partner.

Geographic Location of Romance Readers

Location of romance readers in the United States (see map above)

The percentage of people in each geographic area who read romance novels:

• Northeast: 21.5 percent
• Midwest: 28.8 percent
• South: 25.1 percent
• West: 23.6 percent

The Age of Romance Readers

• Mean: 44.6 years
• Median: 44.9 years
• Those aged 31 to 49 are more likely to read romance and comprise 44 percent of the readership.

Purchase Behaviors

Purchase Behavior/Influences

• Impulse purchases outnumber planned romance novel purchases.
• About 12 percent of romance novels are either purchased as gifts or received as gifts.
• Most critical purchase influences:
  
  
  • Author
  • Description of the book
  • Word from friends/acquaintances
    
• The most popular resource romance readers use to learn about new/upcoming romance titles is a romance novel. Readers learn about new romance titles most often by reading the advertisements for other books contained in the books they are currently reading.
• The most popular online resource for a reader looking for information on a romance novel is a retailer Web site

Description of Romance Novel Purchases: Impulse vs. Planned

How Romance Readers Obtain Their Novels

• 60 percent of romance readers bought at least one new romance novel in 2008.
• 50 percent of romance readers bought at least one used romance title in 2008.
• Mass merchandisers such as Target and Wal-Mart remain popular, but book superstores such as Barnes & Noble, Borders, and Books-a-Million challenge the mass merchandisers in terms of where romance readers obtain romance novels.

Type of Retailer Used Most to Acquire Romance Novels*

• Mass merchandiser: 50.1 percent
• Book superstore: 48.8 percent
• Freestanding, independent bookstore: 31.1 percent
• Online book merchant: 26.4 percent
• Grocery store: 24.3 percent
• Warehouse clubs: 21.7 percent
• Mall bookstore: 21.3 percent
• Drug store: 16.1 percent
• Book club: 12.4 percent
• Mail order: 10.5 percent
• Other online: 9.6 percent
• Airport bookstore: 9.4 percent
• Convenience store: 8.1 percent
• Department store: 7.7 percent
• Other: 13.9 percent

Reading Behavior

• The most popular places romance novels are read are at home or while traveling or on vacation.
• 29 percent of romance readers usually carry a romance novel with them.
• Romance readers typically begin and finish a romance novel within 7 days.
• Mass-market paperbacks are currently the most preferred romance novel format.
• More than half of romance readers who read romance in electronic format do not use a dedicated e-book reader, and, instead, read romances from laptops, desktops, cell phones, etc.

Book Formats Used to Read Romance Novels*

*Respondents were asked to select all formats used to read a romance novel in 2008.

Settings Where Romance Novels Are Read

• At home: 90.3 percent
• While traveling: 33.9 percent
• On vacation: 31.1 percent
• Spare time at work: 20.2 percent
• While commuting: 10.8 percent
• At a library: 7.2 percent
• Other: 9.9 percent

Subgenres

• There is no consensus indicating one subgenre over another as a favorite among romance readers.
• 50 percent of romance readers are somewhat or extremely likely to try a new subgenre in the next 24 months.

Authors & Readers

• 70 percent are likely to follow an author they like into a new subgenre
• Half have favorite romance authors
• 91 percent are likely to seek out an author's previously published titles after reading a novel from an author they like
• 88 percent are open to trying new authors
• What makes readers try new authors? Recommendations from friends or acquaintances and seeing the book on the retail or library shelf.
• 45.1 percent were not aware that authors receive no royalty payment for the purchase of used books.