CONSUMERS&BRANDSBook

stores:

Higginbotham’sshoppers

in

IndiaConsumer

InsightsAugust

2023Consumer

Insights

GlobalsurveyIntroductionReport

overviewGlobalsurveymethodology(1)Design:OnlineSurvey,

splitquestionnaire

designThisreport

offers

thereader

acomprehensiveoverview

ofHigginbotham’s

shoppers

inIndia:whothey

are;

what

theylike;

whatthey

think;

andhow

toreach

them.

Itprovides

insights

on

theirdemographics,

lifestyle,

opinions,andmarketingtouchpoints.Duration:

approx.

15

minutesLanguage:

official

language(s)

ofeach

country

withAmerican

Englishoffered

asanalternativeRegion:

56countriesAdditionally,thereport

allows

thereader

toNumberof

respondents:benchmark

Higginbotham’sshoppers

inIndia

(’’brandusers’’)

againstIndian

book

store

shoppers

ingeneral(’’category

users’’),

and

theoverall

Indian

onliner,labelled

as’’all

respondents’’

inthe

charts.?

12,000+

forcountries

with

theextended

survey(including

India)?

2,000+

forthebasicsurveySample:

Internet

users,

aged18–64,quotasset

ongender

and

ageThereport

isupdatedquarterly

andisbased

on

datafrom

theConsumer

InsightsGlobal

survey,

anFieldwork:international

survey

thatcovers

more

than15,000brandsacross

56

countries.?

Continuousfrom

JanuarytoDecember?

Countries

thatreceive

theextended

survey

areupdatedfourtimesayear2Notes:(1):

Seethe

full

methodology

foradetailed

overviewofthe

study

designConsumer

Insights

Global

as

of

August

2023Sources:CHAPTER

01Management

summary?

Brand

usage?

Key

insightsHigginbotham’s

ranks

outside

the

top

10

of

most

used

book

stores

in

IndiaManagement

summary:

brandusageand

competitionTop10

most

used

book

stores

inIndiaAmazonFlipkart80%62%Snapdeal22%22%Paytm

MallBuyBooks

IndiaBooksmelaIndiaBookStore99bookscartbookzhop20%20%19%17%15%15%Bookswagon4Notes:"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=1015,

book

store

shoppersConsumer

Insights

Global

as

of

August

2023Sources:Higginbotham’s

shoppers

in

IndiaManagement

summary:

key

insightsDemographic

profileConsumerlifestyleConsumerattitudesMarketing

touchpointsHigginbotham’sis

more

popularamong

Social

justiceis

more

importanttoItstands

out

that63%

ofHigginbotham’sshoppers

prefer

to

ownhardcopies

of

films,booksor

music.Higginbotham’sshoppers

access

theinternet

viaastreaming

device

moreoften

than

theaverage

book

storeshopper.Millennials

thanother

book

stores.Higginbotham’sshoppers

thanto

otherbook

store

shoppers.Compared

tootherbook

stores,Higginbotham’shasarelatively

highshareof

female

shoppers.Home

and

garden

are

relativelyprevalent

interests

of

Higginbotham’sshoppers.42%

ofHigginbotham’s

shoppers

areinnovators

or

early

adopters

ofnewproducts.Onsocial

media,

Higginbotham’sshoppers

interact

with

companies

moreoften

than

other

book

store

shoppers.Higginbotham’shasalarger

share

ofshoppers

with

ahigh

income

than

other

Carsor

vehicles

are

relatively

popularArelatively

highshare

ofHigginbotham’sshoppers

thinkthatcivilrightsare

issuesthatneed

tobeaddressed.book

stores.hobbiesamong

Higginbotham’sHigginbotham’sshoppers

rememberseeing

adsinnewsletters

more

oftenthan

other

book

store

shoppers.shoppers.Higginbotham’sshoppers

are

morelikely

to

liveincities

and

urbanareasthan

book

store

shoppers

ingeneral.5Sources:Consumer

Insights

Global

as

of

August

2023CHAPTER

02Demographic

profile?

Generations?

Gender?

Education?

Income?

Household

classification?

Typeofcommunity?

LGBTQ+Higginbotham’s

is

more

popular

among

Millennials

than

other

book

storesDemographic

profile:

generationsAgeof

consumersinIndiaBrand

users17%70%13%13%13%0%0%0%Category

usersAllrespondents40%41%47%46%Generation

ZMillennialsGeneration

XBaby

Boomers7Notes:’’Howoldareyou?’’;

Single

Pick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=90,

Higginbotham’s

shoppers,

n=1015,

book

storeshoppers,

n=24192,

allrespondentsSources:Consumer

Insights

Global

as

of

August

2023Compared

to

other

book

stores,

Higginbotham’s

has

a

relatively

high

share

offemale

shoppersDemographic

profile:

genderGenderofconsumersinIndiaBrand

users52%48%Category

usersAllrespondents58%42%60%40%MaleFemale8Notes:’’Whatis

yourgender?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=90,

Higginbotham’s

shoppers,

n=1015,

book

store

shoppers,

n=24192,

allrespondentsSources:Consumer

Insights

Global

as

of

August

202382%

of

Higginbotham’s

shoppers

have

a

college

degreeDemographic

profile:

educationConsumer’s

level

of

educationinIndia53%41%40%38%35%19%10%10%9%8%6%5%5%4%3%3%2%3%2%2%0%Noformaleducation

/primary

schoolLower

secondary

UppersecondaryTechnical

/vocationaleducationBachelor

degree

Master

degree

Doctoral

degreeeducation

(noteligible

foreducation(eligible

foror

equivalentor

equivalentor

equivalentuniversity

study)

university

study)Brand

usersCategory

usersAllrespondents9Notes:’’Whatis

the

highest

levelofeducation

youhave

completed?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=90,

Higginbotham’s

shoppers,

n=1015,book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Sources:Higginbotham’s

has

a

larger

share

of

shoppers

with

a

high

income

than

otherbook

storesDemographic

profile:

incomeShare

ofconsumersinIndiainthehigh,

middle,andlowthirdsof

monthlyhouseholdgross

incomeBrand

users57%27%16%Category

usersAllrespondents37%35%28%33%33%33%HighMiddleLow10

Notes:Sources:Recalculated

toonly

include

respondents

that

provide

income

information,

recodebased

on’’Monthly/annual

household

income

(local

currency)’’;Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12months

(in-store

orwebsite)?";

Multi

Pick;Base:n=90,

Higginbotham’s

shoppers,

n=1015,

book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

book

store

shoppers,

Higginbotham’s

shoppers

arerelatively

likely

to

live

in

a

multi-generational

familyDemographic

profile:

household

classificationType

of

householdsin

whichconsumersinIndialive37%36%34%29%25%22%18%18%17%10%8%8%8%5%5%5%

5%4%3%2%1%SinglehouseholdCouplehouseholdSingleparenthouseholdPartnersandchildrenMulti-generationalfamilyTwo

or

morerelated

adults

household

typesOtherBrand

usersCategory

usersAllrespondents11

Notes:Sources:Typology

based

on’’household

size’’,’’household

constellation’’

and

’’children

under

the

age

of14

in

household’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=90,

Higginbotham’s

shoppers,

n=1015,

book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Higginbotham’s

shoppers

are

more

likely

to

live

in

cities

and

urban

areas

thanbook

store

shoppers

in

generalDemographic

profile:

typeofcommunityCommunities

whereconsumersliveinIndia34%33%31%29%28%27%17%13%

13%11%11%10%10%10%10%8%3%2%Rural

communitySmall

townMedium-sized

townLarge

cityCitywithover

1

Megacity

with

over

5million

inhabitants

million

inhabitantsBrand

usersCategory

usersAllrespondents12

Notes:Sources:’’Inwhat

type

ofcommunity

do

youlive?’’;Single

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=90,

Higginbotham’s

shoppers,

n=1015,

book

storeshoppers,n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

202330%

of

Higginbotham’s

shoppers

consider

themselves

part

of

the

LGBTQ+communityDemographic

profile:

LGBTQ+LGBTQ+

statusof

consumersinIndiaBrand

users30%67%3%Category

usersAllrespondents22%70%8%18%71%11%YesNoWould

rathernot

say13

Notes:Sources:’’Do

youconsider

yourself

partofthe

LGBTQ+community?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=90,

Higginbotham’s

shoppers,

n=1015,book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

03Consumer

lifestyle?

Lifevalues?

Main

interests?

Hobbies

&leisure

activities?

Sportsactivities?

SportsfollowedSocial

justice

ismore

important

to

Higginbotham’s

shoppers

than

to

other

bookstore

shoppersConsumer

lifestyle:

lifevaluesMost

important

aspectsof

lifefor

consumersinIndia53%51%44%39%38%42%41%41%34%34%33%32%27%30%

32%27%30%25%28%28%27%23%24%23%22%17%13%15%13%12%TobesuccessfulAhappyrelationshipSocial

justiceAnhonest

andrespectable

lifeLearningnew

thingsAdvancingmy

careerMaking

myown

decisionsSafety

andsecurityHavingagood

timeTraditionsBrand

usersCategory

usersAllrespondents15

Notes:Sources:’’Outofthe

following

list,

which

are

the

3mostimportant

aspects

toyouin

life?

Pleasechoose

exactly

3.’’;Multi

Pick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=90,

Higginbotham’s

shoppers,

n=1015,

book

store

shoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Home

andgarden

are

relatively

prevalent

interests

of

Higginbotham’s

shoppersConsumer

lifestyle:

main

interestsTop10

interestsofHigginbotham’s

shoppersinIndia57%56%54%54%54%54%51%48%50%47%52%51%50%50%48%48%48%43%46%45%45%43%42%41%39%38%36%35%33%29%Finance&economyMovies,TVshows&musicCareer

&educationFood

&diningHealth

&fitnessTravelSportsFamily

&parentingFashion&beautyHome

&gardenBrand

usersCategory

usersAllrespondents16

Notes:Sources:’’Whattopics

are

youpersonally

interested

in?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=90,

Higginbotham’s

shoppers,

n=1015,

book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Cars

or

vehicles

are

relatively

popular

hobbies

among

Higginbotham’s

shoppersConsumer

lifestyle:

hobbies

&leisure

activitiesTop10

hobbiesandleisure

activities

ofHigginbotham’s

shoppersinIndia64%59%58%51%48%51%49%41%48%48%48%48%48%46%45%42%40%41%41%39%37%36%35%35%33%32%29%29%27%25%Video

gamingCars/vehiclesTech

/computersReadingCooking/bakingPhotographySocializingTravelingWritingOutdooractivitiesBrand

usersCategory

usersAllrespondents17

Notes:Sources:’’Whatare

your

personalhobbies

and

activities?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months(in-store

orwebsite)?";

Multi

Pick;Base:n=90,

Higginbotham’s

shoppers,

n=1015,

book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Higginbotham’s

shoppers

are

more

likely

to

play

American

football

than

otherbook

store

shoppersConsumer

lifestyle:

sports

activitiesTop10

sports

activitiesofHigginbotham’s

shoppersinIndia44%38%34%33%32%31%31%30%28%28%28%26%22%20%18%17%16%16%15%14%14%13%12%11%11%11%11%9%8%8%CricketBadmintonBasketballAmericanFootball

/FlagFootballBaseball/SoftballVolleyball

/Beach

VolleyballCyclingDancingFitness,aerobics,cardioRunning/JoggingBrand

usersCategory

usersAllrespondents18

Notes:Sources:’’Which

ofthese

sports

oractivities

do

youdo

at

leastoccasionally?’’;Multi

Pick;"Wherehave

you

purchased

printed

books

in

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=49,

Higginbotham’s

shoppers,n=988,

book

storeshoppers,

n=10403,

all

respondentsConsumer

Insights

Global

as

of

August

2023Higginbotham’s

shoppers

are

more

likely

to

follow

baseball

than

other

bookstore

shoppersConsumer

lifestyle:

sports

followedTop10

sports

followed

byHigginbotham’sshoppersinIndia46%42%37%34%32%31%30%29%29%28%28%27%27%22%19%18%16%15%14%14%13%13%11%12%11%10%11%9%8%7%CricketSoccerBasketballTennisAmericanfootballBaseballVolleyballBoxingCyclingMotorsportsBrand

usersCategory

usersAllrespondents19

Notes:Sources:’’Inwhich

ofthese

sports

do

youfollow

competitions,

leagues

orteams?’’;Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=47,

Higginbotham’s

shoppers,n=969,

book

storeshoppers,

n=10294,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

04Consumer

attitudes?

Attitudestowards

digital

media?

Innovation

adoption?

Challenges

facing

thecountry?

Politics20Itstands

out

that

63%

of

Higginbotham’s

shoppers

prefer

to

own

hard

copies

offilms,

books

or

musicConsumer

attitudes:media

&digitalmediaAgreementwithstatements

towards

media&digital

mediainIndia82%82%77%76%72%67%65%63%60%59%58%52%51%33%26%Iwant

to

access

mymusic/movies

onallmy

togetthebestimage

asitiseasier

tomanageItisimportant

tomeIprefer

digitalcontentDigitalservices

allowme

to

discover

newandexcitingcontentIprefer

toown

hardcopies

of

films,devices

(TV,andsoundqualitybooks

or

musicsmartphone,

tablet,etc.)(e.g.,DVD,

CD,vinyl)Brand

usersCategory

usersAllrespondents21

Notes:Sources:’’Which

ofthese

statements

apply

toyou?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=90,

Higginbotham’s

shoppers,

n=1015,

bookstoreshoppers,n=4030,

all

respondentsConsumer

Insights

Global

as

of

August

202342%

of

Higginbotham’s

shoppers

are

innovators

or

early

adopters

of

newproductsConsumer

attitudes:innovation

adoptionInnovation

adopter

typesbasedonstatements

towards

innovation

byconsumersinIndia42%40%40%38%27%23%18%

18%16%15%11%4%4%3%2%InnovatorsEarly

adoptersBrand

usersEarly

majorityCategory

usersLatemajorityAllrespondentsLaggards22

Notes:Sources:Recode

based

on’’Which

ofthese

statements

regardingtechnology

apply

to

you?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=90,

Higginbotham’sshoppers,

n=1015,

book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023A

relatively

high

share

of

Higginbotham’s

shoppers

think

that

civil

rights

areissues

that

need

to

be

addressedConsumer

attitudes:challenges

facingthecountryThe

10

most

important

issuesfacing

IndiaaccordingtoHigginbotham’s

shoppers53%52%52%52%51%48%45%49%48%47%46%46%42%42%41%41%39%38%37%36%35%34%34%34%33%33%33%29%27%23%Climatechange

EnvironmentEducationHealth

andsocial

securityRising

prices/inflation/cost

of

livingEconomicsituationFood

andwater

securityReligiousconflictsCivilrightsUnemploymentBrand

usersCategory

usersAllrespondents23

Notes:Sources:’’Whatdo

youpersonally

think

are

the

mostimportant

issues

in

yourcountry

ofresidence

that

need

to

be

addressed?’’;MultiPick;"Wherehave

you

purchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";Multi

Pick;Base:n=90,

Higginbotham’s

shoppers,

n=1015,

book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Compared

to

other

book

store

shoppers,

Higginbotham’s

shoppers

tend

tohave

more

right

leaning

political

viewsConsumer

attitudes:politicsPolitical

attitudes

ofconsumersinIndiaBrand

users20%19%19%17%19%62%1%Category

usersAllrespondents55%7%20%Left51%10%CenterRightPrefer

nottoanswer24

Notes:Sources:Recode

based

on’’Manypeople

use

the

terms’left’

and

’right’when

they

want

to

describe

political

views.Where

would

youplace

yourself

ona

scale

fromleft

to

right?’’;

Single

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=90,

Higginbotham’s

shoppers,

n=1015,

book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023CHAPTER

05Marketing

touchpoints?

Internet

usagebydevice?

Social

media

usage?

Media

usagebychannel?

Digitaladvertising

touchpoints?

Non-digital

advertising

touchpointsHigginbotham’s

shoppers

access

the

internet

via

a

streaming

device

more

oftenthan

the

average

book

store

shopperMarketing

touchpoints:internet

usagebydeviceDevicesconsumersinIndia

useregularlyto

accesstheinternet98%97%95%90%80%80%78%77%72%71%68%67%67%61%57%55%54%51%49%48%46%40%36%34%32%27%25%SmartphoneLaptopSmart

TVTabletDesktop

PCSmartwatchSmart

speakers

Streaming

device

Gaming

consoleBrand

usersCategory

usersAllrespondents26

Notes:Sources:’’Which

ofthese

devices

do

youregularlyuse

with

an

internet

connection?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;Base:n=90,

Higginbotham’sshoppers,

n=1015,

book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023On

social

media,

Higginbotham’s

shoppers

interact

with

companies

more

oftenthan

other

book

store

shoppersMarketing

touchpoints:social

media

usageSocial

mediaactivitiesinIndiabytype68%66%61%57%62%61%59%59%56%51%58%57%55%49%54%49%53%52%41%50%43%50%50%45%39%45%39%37%30%37%6%4%3%2%1%0%Liked

postsbyotherusersFollowedpeoplePosted

texts/statusLikedcompanypostsCommentedon

postsSharedpostsbyother

usersPostedpictures/videosFollowedcompaniesSharedcompanypostsSentprivate

Ihaveonly

Ihaven’t

usedmessagesused

social

social

mediamediaupdatespassivelyBrand

usersCategory

usersAllrespondents27

Notes:Sources:’’Which

ofthese

things

have

youdone

onsocial

media

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=90,

Higginbotham’sshoppers,

n=1015,

book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Higginbotham’s

shoppers

tend

to

read

online

magazines

more

often

than

bookstore

shoppers

in

generalMarketing

touchpoints:media

usagebychannelType

of

mediaconsumersinIndiahavebeen

using

inthepast4weeks90%81%90%82%86%79%79%76%74%71%63%71%68%68%52%66%66%65%56%63%62%59%56%43%52%38%51%45%34%38%36%28%32%TVDigitalvideocontentMovies

/cinemaDailynewspapersMagazinesDigitalmusiccontentPodcastsOnlinenewswebsitesOnlinemagazinesRadioWeeklynewspapersBrand

usersCategory

usersAllrespondents28

Notes:Sources:’’Whatkind

ofmedia

have

youused

in

the

past

4weeks?’’;

Multi

Pick;

"Wherehave

youpurchased

printed

booksin

the

past12months

(in-store

orwebsite)?";

Multi

Pick;Base:

n=90,

Higginbotham’s

shoppers,

n=1015,

bookstoreshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Higginbotham’s

shoppers

remember

seeing

ads

in

newsletters

more

often

thanother

book

store

shoppersMarketing

touchpoints:digitaladvertising

touchpointsTop10

placeswhereHigginbotham’s

shoppersinIndiahavecome

across

digitaladvertisinginthepast4weeks77%63%58%59%59%54%58%58%57%53%53%52%52%50%46%47%47%42%42%40%41%39%39%36%34%31%31%29%25%21%Social

mediaWebsitesandappsof

brandsOnlinestoresVideo

portals

Search

engines

Video

streaming

Video

gamesservicesEditorialwebsitesandappsNewslettersMusicportalsBrand

usersCategory

usersAllrespondents29

Notes:Sources:’’Wherehave

youcomeacrossdigital

advertisements

in

the

past4

weeks?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past12

months

(in-store

orwebsite)?";

Multi

Pick;

Base:

n=90,

Higginbotham’sshoppers,

n=1015,

book

storeshoppers,

n=24192,

all

respondentsConsumer

Insights

Global

as

of

August

2023Higginbotham’s

shoppers

remember

ads

they

saw

out-of-home

more

oftenthan

other

book

store

shoppersMarketing

touchpoints:non-digital

advertising

touchpointsPlaces

whereconsumersinIndia

havecome

across

non-digital

advertisinginthepast4weeks68%64%52%64%64%61%60%57%58%54%48%45%43%42%42%40%39%36%36%34%31%28%27%21%OnadvertisingspacesInprinteddailynewspapersInprintedmagazinesandjournalsAtthemovies/cinemaOnTVDirectly

inthestoreBy

mailshot

/advertisingmailOntheradioon

the

goBrand

usersCategory

usersAllrespondents30

Notes:Sources:’’Wherehave

youcomeacrossnon-digital

advertisements

in

the

past4weeks?’’;

Multi

Pick;"Where

have

youpurchased

printed

booksin

the

past

12

months

(in-store

orwebsite)?";

M