Published in Publishers Weekly.
More than half the consumers of books classified for young adults aren’t all that young. According to a new study, fully 55% of buyers of works that publishers designate for kids aged 12 to 17 — known as YA books — are 18 or older, with the largest segment aged 30 to 44, a group that alone accounted for 28% of YA sales. And adults aren’t just purchasing for others — when asked about the intended recipient, they report that 78% of the time they are purchasing books for their own reading. The insights are courtesy of Understanding the Children’s Book Consumer in the Digital Age, an ongoing biannual study from Bowker Market Research that explores the changing nature of publishing for kids.
“The investigation into who is reading YA books began when we noticed a disparity between the number of YA e-books being purchased and the relatively low number of kids who claim to read e-books,” said Kelly Gallagher, v-p of Bowker Market Research. “The extent and age breakout of adult consumers of these works was surprising. And while the trend is influenced to some extent by the popularity of The Hunger Games, our data shows it’s a much larger phenomenon than readership of this single series.”