MedhaLaft Marketing Report Apr 2006 MediaLoft Book Buyer Survey the survey was to identify In an effort to develop an economic profile of the MediaL.oft book buyers, the Marketing Department hired the market re create and administer e survey of the MediaLoft customer base. A secondary goal of wc areas in which Medial oft can improve its service and ‘products in the book department. Over 20,000 people completed the Surv rch firm Takeshita Consultants, Ine. 10 which was distributed at MediaLon stores, the Chicago Bock Fait, the Modern Language Association annual meeting. the San Diego Literary Festival and other events Book-buyer Profil ‘A typical Media oft book-buyer is @ 42-year ‘old professional with an annual household income between $40,000 and $60,000, He she hae graduated from college and has one child. The typical book: buyer works inthe ety fand owns a home in an urban or suburban area 42% graduated fom college 3296 have a graduate level degree. 26% have completed high school. {60% earn more than $40,000 per year. 1% earn more than $70,000 per year 60% are employed as professional. 20% work in clerical service industries 20% work i trades, ‘Survey Methods The survey was distributed to purchasing and hhon-purchasing customers al Medial oft stores ‘uring. January and February 2006. Surveys were distributed at other events as they were held. The tale below shows the distribution of surveys by location and by sex. Roughly equal hhumbers of surveys were comploted at the ight MediaLon stores, Media sores ‘6657 | 701 ‘Chicago Book Fare 367 | 123m MLA annus! meeting sox] 402 SD Literary Festival som | ak? ‘Other isos | 22 Total 0,080 | 10,550 Grand Total | 20,60 Purchasing Habits Respondents report they purchase one or two books 2 month, 80%. purchase books online, but 68% prefer to shop for reading material in bookstores Preferred Genres 14% — 10%, 10% m% Bhdgrantymtemor Techncal” Broiesaonal "Chess Customer Satisfaction (n the whole, Medial-oft book customers gave the hook depariment a favorable review. Cus: tomers rated the quality of book offerings as the quaitity of tiles as very good, tnd the subject coverage as excellent. Equally favorable ratings were given to the sles sta snd the physical appearance of MediaLomt deeper discounts for computer and prafessio tiles. The organization and variety of titles in ‘the children's and juvenile departments could also be improved.