Books, music, movies and games

How do customers behave differently when purchasing in different retail sectors?

Highlights from our survey findings about shopping habits in the books, music, movies and games sector

  • Of those that shop from an out of country online retailer, 40% of shoppers said they’d be likely to buy books, music, movies and video games.  This was highest for Australia (55%), South Africa (53%) and Brazil (53%).
  • 65% of respondents said they prefer to research purchases online in this category – 46% by PC, 9% either by tablet or phone and 1% using next-generation wearables.  18% preferred to research in store, the next highest category.
  • Books, music, movies and games buyers were highly likely to purchase online, either by PC, tablet or other device (58%), but also fairly likely to purchase in-store (30%).
  • Only 10% of buyers in this category say they never research before purchasing.
  • 47% of buyers in this category made at least half or more of their purchases online; a further 22% said they made 'some purchases'.  60% of Chinese buyers and 55% of US shoppers made at least half or more of their purchases in this category online.
  • Only 13% of respondents had not purchased any books, music, movies or games online in the last 12 months. Malaysia and Belgium were two of the countries in which buyers most often had not purchased in this category online during the last year. 

Contact us

Contact us

John Maxwell
Global Retail & Consumer Leader
Tel: +1 (646) 471 3728

Hans Borghouts
Global R&C Advisory Leader
Tel: +31 (0) 88 792 76 71

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