News for Authors

What Factors Influence an Impulse Buy? (Infographic)

by Zemen Kidane|June, 2017

Impulse versus planned buying is an area of consumer insights that has long fascinated marketers and researchers. Understanding the types of consumers that purchase books on a whim and the motivations behind their purchases can help inform a publisher’s marketing and sales campaigns.

Using data from the Nielsen Books and Consumers Panel, which surveyed a nationally representative sample of Americans over eighteen years of age, we’ve created an infographic that highlights trends in impulse book buying over the past year. Continue reading to learn which genres consumers are most likely to buy on impulse, what role gender and age play in purchasing behavior, and more.

Zemen Kidane is Consumer Insights Analyst for Penguin Random House.