Last year, DC Entertainment worked with The Nielsen Company on a consumer research study surveying readers of DC COMICS-THE NEW 52 periodicals. Here are some interesting takeaways from their findings, which were conducted via in-store, online and e-mail surveys:
- The launch of DC COMICS-THE NEW 52 galvanized the traditional fan base for superhero comic books: male readers, who were already—or have at one time been—comic book fans.
- The survey results are not a reflection of all comic book readers or the broader audience for graphic novels. This was a survey of consumers who specifically purchased DC COMICS-THE NEW 52 comic books, either in print or digital format.
- DC COMICS: THE NEW 52 appealed mainly to avid fans and lapsed readers. More than 70% of those surveyed categorized themselves as avid fans who visit the comic book store every week. More than a quarter of in-store consumers were lapsed readers. The survey indicates that 5% of those polled identified themselves as first-time, new readers.
- More than 50% of DC COMICS-THE NEW 52 readers were between the ages of 13 and 34. And more than 50% of in-store DC COMICS-THE NEW 52 consumers had an annual income of $60K or less. The data supports and arguably validates our philosophy of holding the line at $2.99 which DCE is committed to maintaining.
- The majority of titles generated strong interest and likely reader retention.
- Avid Fans purchased up to 20 titles out of the 52 titles.
- Digital: of dual mode readers, digital is far from replacing print.
- Impulse buys: Up to four-in-ten respondents reported that a NEW 52 title they were interested in (at a physical store location) was out of stock. Nearly two-thirds made a spontaneous purchase.
