Nielsen to offer e-book buying research via Kantar Worldpanel

Nielsen is linking up with consumer insight company Kantar Worldpanel in an association that will enable it to provide information on buying habits for e-books as well as for print purchases.

Kantar Worldpanel gathers data on book buying from a continuous panel of 15,000 participants, with information about where the book was bought, format, price and reason for purchase. Since Kantar collects detailed personal information from participants, Nielsen will also be able to provide analysis on demographics.

The new service will add to the retail sales tracking service offered via Nielsen BookScan for the past 14 years.

Ann Betts, Nielsen Book's commercial director, said: "This is an important new development for Nielsen and our clients. Combining consumer research with our Nielsen BookScan sales tracking data will give a richer and deeperview of the book market and answer some of the key questions that people inthe book world have been asking about e-books.

"It will also allow us to analyse, for the first time, who is buying which format of a book from where and how their book buying behaviour changes once they become a digital reader."

A full report of Nielsen BookScan's initial findings for 2012, based on the Kantar Worldpanel, will be published in The Bookseller this week.