In 2014, more than 52 million religious book titles were sold in the U.S, representing an increase of over 10.5% from the prior year. Comparing this to the 2.4% increase for the overall book market, religion is outperforming the market as a whole.
And yet, 2015 has seen tremendous upheaval in the form of the Family Christian bankruptcy news, rapidly shifting purchasing behaviors, and a complicated media environment. Sales in the first half of this year have slowed since last year, as adult nonfiction sales were -3.72% in the first 25 weeks and adult fiction sales were up just 6.4%.
We believe the best way to deal with a market in flux is to get under the hood and understand the detail – starting with the consumer.
This mini-report represents a quick snapshot of the market, the different subgenres in the Christian book market, and how they are changing.
Bibles are an important part of the Christian book market. And unlike overall Christian book-buying trends, the majority of Bible buyers are male (58%), and 80% are under 45 years old. They’re also active online, as 45% of Bible buyers are on social media daily.