当当发布图书消费大数据 80后成为购书主流群体

Chinese people born in the 1980s are the country's largest online consumers of paper books – 54 times that of those born in the 90s.

“80后”人群已然成为我国图书消费的主力军，消费是“90后”的54倍。

According to a report by E-commerce retailer Dangdang, the "consumption volume" among post-80s Chinese is also nine times that of post-70s, and a staggering 169 times that of post-60s.

此外，根据电子商务零售商当当的一份报告指出，“80后”的纸质书消费量是“70后”的9倍、“60后”的169倍。

Chen Lijun, vice president of Dangdang, says while the report shows post-80s have become the pillar of book consumption, it doesn't mean people in other age groups don't read, rather, "there's the preferences in book consuming".

当当网副总裁陈立军表示，虽然报告显示“80后”已经成为图书消费的支柱，但这并不意味着其他年龄组的人们不读书，只能说是他们愿意在书籍上消费。

The survey also revealed some interesting findings about the content and reading habits of the post-80s readers.

该项调查还显示了一些有关“80后”读者的阅读习惯及阅读内容的有趣的发现。

As reported, "success" and "motivation" topped the list of key search words among this group. Management books were also popular. These findings coincide with others from , whose vice president Shi Jianjun said history and economic books were the favored books.

根据报告，“成功”和“励志”是“80后”读者最喜欢搜索的关键词，管理类书籍也很受欢迎。该结果与亚马逊中国的一项调查结果相吻合。亚马逊中国副总裁石建军表示，历史类和经济类书籍是最畅销的书籍种类。

"Most of the readers read before bedtime, and they would read some professional books like The Mckinsey Way and Stock Exchange," Shi said.

石建军说：“大多数读者在睡前阅读，他们会阅读一些专业的书籍，如《麦肯锡方法》和《证券交易》”

sales also reveal parenting and tutorial books, especially those for kids aged 0-6 years, account for a large portion of the books purchased by post-80s readers.

亚马逊中国的销量数据还显示出，育儿和教辅类图书，特别是适合0-6岁的孩子，在“80后”读者所购书籍中占有很大的比例。

The 80s Chinese also pay a lot of attention to a book's layout, as well as the publisher's reputation. The report shows that even for e-books, the age group had a stronger tendency towards spending money on more delicate fonts.

此外，中国的“80后”读者还会更加关注书籍版式和出版社声誉。报告显示，即使是电子书，这一年龄组的读者仍会更倾向把钱花在拥有更精致字体的书籍上。

In terms of the reading time, most of the 80s respondents said they read before going to bed, while about 40 percent read during their commute.

在阅读时间方面，大多数“80后”受访者表示，他们会在上床睡觉之前阅读，而约四成受访者表示会在通勤时段进行阅读。