Ipsos and Indigo explore the reading habits of Canadians aged
18-70 and find that books make some of the best stories for film
and TV, with most Canadians waiting to watch the movie to read the
book first.
TORONTO, Sept. 22, 2020 /CNW/ - A new Ipsos poll,
conducted on behalf of Indigo Books
& Music Inc. (TSX: IDG), reveals the power of books and their
influence on popular culture, with two-thirds of Canadians stating
the best TV shows and movies are based on books. The vast majority
(88%) of Canadians have read a book that is associated with a TV
series or movie, and one in three (34%) have even postponed
watching a TV series or movie so they could read the book it was
based on first. Furthermore, three-quarters (73%) of those who have
watched a TV series or movie based on a book prefer the book.
Canadians enjoy a good story and appear to be interested in
consuming the same story through multiple channels wherever
possible. In fact, after watching a good TV series or movie,
three-fifths (61%) of Canadians say they look forward to reading
the book, a figure which rises to seven in ten (69%) among those
aged 18-44 (vs. 52% aged 45-70). After reading a good book, an even
higher proportion (81%; 86% aged 18-44 vs. 77% aged 45-70) look
forward to watching the screen adaptation.
Gen Z (97% 18-24 vs. 86% aged 25-70) are among the most likely
to report having read a book that is associated with a TV series or
movie, with Gen Z also being most likely to have been inspired to
watch at least one movie or TV series because they read the book it
was based on (92% vs. 82% aged 25-70). Those aged 18-44 (83% vs.
75% aged 45-70) are more likely to express interest in reading
books that are associated with movies and/or TV series in the
future.
Worth the Wait? Gen Z Thinks So!
A full one-third (34%) of Canadians report they have postponed
watching a TV series or movie because they wanted to read the book
it was based on first, a figure which includes a majority (54%) of
the Gen Z (18-24) cohort.
Most Canadians (69%) share that they try to read the book
version before watching the movie or TV series it is based on. Gen
Z (80% vs. 67% aged 25-70) are particularly inclined to do this.
Three-quarters (74%) of the nearly nine in ten (88%) Canadians who
report having read a book that is associated with a movie or TV
series say they read the book first, then watched the TV series or
movie later.
Nearly half (44%) of Canadians use movies or TV series to learn
about new books. Nearly three in ten (28%) Canadians indicate that
watching movies or TV series based on books has compelled them to
read more. Young adults (18-34) are nearly twice as likely (at 39%)
compared to those over the age of 35 (22%) to have felt compelled
to read more as a result of watching movies or TV series based on
books.
New and Coming Soon to Big and Small Screens:
For those looking for their next great book to read before
watching it on screen, check out these titlesi:
- Dune by Frank Herbert
(Film, Warner Bros., December 18,
2020, starring Timothée Chalamet, Zendaya, Rebecca Ferguson, Oscar
Isaac, Jason Momoa,
Josh Brolin)
- Death on the Nile by Agatha
Christie (Film, 20th Century Studios, October 23, 2020,
starring Kenneth Branagh, Gal Gadot,
Armie Hammer, Sophie Okonedo)
- I'm Thinking of Ending Things by Iain Reid (Film, Netflix, September 4,
2020, starring Jesse Plemons,
Jessie Buckley, Toni Collette)
- The Home Edit Life by Clea
Shearer & Joanna Teplin adapted to Get Organized
with the Home Edit (Series, Netflix, 2020, starring
Clea Shearer, Joanna Teplin, produced by Reese Witherspoon)
- Lovecraft Country by Matt
Ruff (Series, HBO, August 16,
2020, starring Jonathan
Majors, Jurnee Smollett, Courtney B.
Vance)
- Son of a Trickster by Eden
Robinson adapted to Trickster (Mini-Series,
CBC, October 2020, starring Joel
Oulette, Crystle Lightning,
Kalani Queypo)
- The Inconvenient Indian: A Curious Account of Native People
in North America by
Thomas King (Film, 90th
Parallel, September 12, 2020 (TIFF), Alethea Arnaquq-Baril, Nyla Innuksuk, Thomas
King)
- Nomadland: Surviving America in the Twenty-First Century by
Jessica Bruder (Film,
Searchlight Pictures, December 4,
2020, starring Frances
McDormand, Gay DeForest,
Patricia Grier)
- The Devil All the Time by Donald
Ray Pollock (Film, Netflix, September 18, 2020, starring Tom Holland, Robert
Pattinson, Haley
Bennett)
- Enola Holmes: The Case
of the Missing Marquess by Nancy
Springer (Film, Netflix, September
23, 2020, starring Millie Bobby
Brown, Henry Cavill,
Sam Claflin)
For these, and more page to screen titles, please visit
indigo.ca.
About the Study
These are some of the findings of an
Ipsos poll conducted between March 2 and 9,
2020 on behalf of Indigo. For this survey, a sample of 1,101
Canadians aged 18-70 were interviewed. Weighting was then employed
to balance demographics to ensure that the sample's composition
reflects that of the adult population according to Census data and
to provide results intended to approximate the sample universe. The
precision of Ipsos online polls is measured using a credibility
interval. In this case, the poll is accurate to within ±3.4
percentage points, 19 times out of 20, had all Canadians aged 18-70
been polled. The credibility interval will be wider among subsets
of the population. All sample surveys and polls may be subject to
other sources of error, including, but not limited to coverage
error, and measurement error.
About Indigo
Indigo Books & Music Inc. is a
publicly traded Canadian company listed on the Toronto Stock
Exchange (IDG). Indigo is the world's first Cultural Department
Store – a physical and digital meeting place inspired by and filled
with books, music, art, ideas, beautifully designed lifestyle
products. Indigo believes in real books, in living life fully and
generously, in being kind to each other and that stories – big and
little – connect us.
About Ipsos
Ipsos is the world's third largest market
research company, present in 90 markets and employing more than
18,000 people.
Our passionately curious research professionals, analysts and
scientists have built unique multi-specialist capabilities that
provide true understanding and powerful insights into the actions,
opinions and motivations of citizens, consumers, patients,
customers or employees. We serve more than 5000 clients across the
world with 75 business solutions.
Founded in France in 1975,
Ipsos is listed on the Euronext Paris since July 1st, 1999. The company is part of the SBF
120 and the Mid-60 index and is eligible for the Deferred
Settlement Service (SRD).
ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP
www.ipsos.com
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i Information sourced from IMDB.com.
Subject to change without notice.
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SOURCE Indigo Books & Music
Inc.