US Survey Finds Personal Recommendations Lead Book-Buying Decisions
A US survey by BookInsights.ai found that personal recommendations were the leading influence cited by book buyers, ahead of social media. The study covered 5,119 respondents and 9,961 purchases over three months.…
A US survey by BookInsights.ai found that personal recommendations were the leading influence cited by book buyers, ahead of social media. The study covered 5,119 respondents and 9,961 purchases over three months. In answers about the most important way buyers discovered books, 18% cited personal recommendations and 15% social media.
US Survey Finds Personal Recommendations Lead Book-Buying Decisions
Recommendations from people they know remain important to American book buyers, according to consumer research reported on 12 November 2026. The BookInsights.ai study surveyed 5,119 people about 9,961 books bought during a three-month period.
When participants identified the most influential route by which they learned of a purchased book, 18 per cent chose recommendations from other people, compared with 15 per cent for social media. Retailer websites and applications accounted for 12 per cent, while browsing in bookshops or libraries accounted for 9 per cent.
The survey also asked what drew buyers to particular books. Subject matter was mentioned by 47 per cent of respondents, genre by 30 per cent and a familiar or favourite author by 28 per cent.
The findings suggest that conversation, personal taste and readers' previous experiences with authors continue to shape book discovery alongside online platforms. The percentages describe responses within this survey rather than a count of every book purchased across the United States.