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Bowker Studies Demographics Behind 50 SHADES OF GREY Readers

First published on http://books.broadwayworld.com.

As it turns out, the notion that readers of the 50 SHADES Trilogy are moms filling wait time while their kids finish sports or music practice isn’t entirely accurate. A new analysis by Bowker® Market Research of buyers of the novels shows that less than 30 percent of purchases are to women with kids at home. A snapshot of buying habits from January-June 2012 showed the appeal of the books has been far more widespread. For example, 14 percent of purchases were for readers older than 55 and 20 percent of buyers were male.

“It’s a remarkable phenomenon. Nearly one in five adult fiction books purchased for women in June were from the 50 Shades Trilogy,” said Jo Henry, Director of Bowker Market Research, a service of ProQuest affiliate Bowker. “Certainly, the ability to read these books discreetly on an e-reader is a factor, but women are not shy about discussing them. A recommendation from a friend or relative is the primary factor in both discovering and ultimately purchasing the Fifty Shades books.”

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