Reading is a woman: a research reveals it

The results of a research conducted by Nectar and IBS.it, showed that 59.9% of IBS.it online customers are young women between 18 and 34 years old, mostly office workers or students, who have received a medium-high education, of which 40% have no children. On the other hand, among the customers who buy IBS.it Bookshop in traditional bookstores, it emerged that 66.8% are mainly career women, aged between 45 and 54, with a high degree and tendentially with school-age children.

63.5% of women mainly buy ebooks, followed by “paper” fiction books (61.4%) and technical books (47.1%). The preference for purchases made at physical points of sale, on the other hand, concerns articles such as tourist guides (64.9%) and music CDs and DVDs (54%).

These trends, on the other hand, do not reflect the male shopping habits highlighted by the study, which focus more on the purchase, both online and in physical bookstores, of video games (42.5%) followed by digital music (39%).

A further source of revelation on "pink" reading in Italy was endorsed by the 2013 ISTAT data on reading in Italy which confirmed that women read more than men in absolute terms, that the qualification strongly affects reading levels and, moreover, that the highest shares of readers are registered in the north of the peninsula.