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Demo-Graphics: Thor

This week sees a changing of the guard as Marvel‘s Thor sees a new wielder of the mythical hammer Mjolnir. It just so happens that new wielder is a woman. With the discussion of gender in comics, both the characters and who reads comics, I thought it’d be interesting to release the first benchmark to see where Thor is now when it comes to gender demographics, and then check again in a few months to see what has changed, if anything. To get this data I looked into Facebook’s data with each line representing a specific term.

I previously looked at Thor’s demographics back in November 2013 when Thor 2 opened in theaters. Using similar terms, back then women accounted for 36.5% of the population. In the almost year since, the female population has increased, now accounting for 37.31% for all the Thor related terms.

Here are the latest stats:

thor facebook dataThat 37.31% is below the 45% women that make up the general comic fandom. It is better than Marvel’s general 36.84%, but just barely. We’ll track this though and see over the next year how this might shift with a woman wielding the hammer.


Demo-Graphics: The State of DC Entertainment

With San Diego Comic-Con under way we’re looking at the demographic data for various publishers and comics. We’ve already posted Marvel‘s stats, and later today will be a look at indie comics, and the industry as a whole. Up next is DC Entertainment.

This statistic breakdown, we’ve looked at terms like DC Comics and Vertigo Comics, but not specific comic series or characters. It’s a focus on DC Entertainment and its publishing imprints. Think of it as looking at the DC brand. Since 2013, Facebook has changed their system, which has resulted in greater, better results.

Facebook DC Comics Fan Population: Over 4,400,000 US

Compared to 2013’s statistics, the DC population grew by about 1.7 million. The 2014 report also looks at just the United States, where as in 2013 it looked at 20 countries. So, over the year, DC has built up their social media presence in an impressive way.

In 2013 Spanish speakers accounted for 16.19% of the population. In 2014, that amount dropped to 14.55%, but keep in mind this is just focused on the US, and not internationally, which likely accounts for the drop.

Gender and Age

In 2013, men accounted for 68.72% and women were 30.71% of the DC population. Flash forward about a year, and men now account for 68.18% and women are now 28.64%. Both of those have dropped, mostly as there’s a significantly higher amount of individuals who are not marking their gender.

Here’s how the stats have changed since last year.

dc changeAnd here’s the stats in a handy pie-chart.

dc gender 7.24.14

And here’s how gender shapes up by percent over age.

dc gender age 7.24.14Here’s the full raw numbers as far as age and gender. As you can see, like Marvel, the individuals under the age of 17 has shrunk, with the gains distributed in those over the age of 22.

dc gender age raw 7.24.14Relationship Status

Since 2013 Facebook has greatly expanded the stats for relationship status, so we can’t really compare it. Here’s the latest results.

dc relationship status 7.24.14And for those who like their data in pie chart form.

dc relationship status pie chart 7.24.14Education

The stats for education have also been updated, providing more choices. Here are the new statistics.

dc education 7.24.14Gender Interest

This statistic too has been changed since last year. However, the percentages for those interested in the same sex has dipped since last year.

dc gender interest 7.24.14That wraps it up! This afternoon we’ll be looking at indie comics, and even later how comic fandom has changed as a whole since last year.


Demo-Graphics: The State of Marvel Comics

In June of 2013, I looked at the Facebook demographics of Marvel. Over a year later, I thought it’d be good to revisit that, and see where the comic publisher/movie studio/juggernaut is at in our newly renamed Demo-Graphics. This Friday, we’ll also look at DC Comics, Indie Comic fans, and the comic industry in general.

For those that don’t know, this data is mined from Facebook’s demographic data using terms that correspond to likes, groups, etc. For this report, we’re not looking at Marvel Comics specifically, but also Marvel Studio, Marvel Entertainment, and more. So think of this as the Marvel brand.

Unlike 2013, this 2014 report also focuses just on the United States. Last year’s was about 20 countries. Also since last year Facebook has updated their system, making this a bit of an apples and orange comparison, but still, general trends when it comes to percentage changes should be interesting.

Facebook Marvel Comics Fan Population: Over 11,400,000 United States

That’s down from last year’s 12.9 million individuals, but we’re also looking at 1 country, instead of 20.

Compare that number to the greater comic fandom which is about 24 million fans in the United States.

Since last year, Spanish speakers have shrank as part of the population. In 2013, they were 17.25% and in 2014 it now accounts for 14.39%.

Gender and Age

In 2013 Men made up a little over 75% of the population and women just under 25% for those interested in Marvel. In that year, the company has made some massive improvements. Men now account for 63.16% and women now 36.84%.

Since last year for Marvel has decreased 12.29 percentage points, and women have increased 12.39 percentage points. Marvel has clearly made women a priority and that has moved the dial.

marvel gender 7.24.14

Here’s how the gender plays out over age.

marvel gender age 7.24.14Also changed since the previous year is how the ages break out in percentages. Those under 17 have dropped significantly, going from 24.6% of the population in 2013 to only 9.27% in 2014. Those 18-21 are about the same, and the percentage lost for those under 17 have been distributed to those over 22. Here’s the full raw numbers for 2014 as far as age and gender.

marvel gender age raw 7.24.14Relationship Status

There’s been some massive changes in the “relationship status” statistics. They’ve been expanded greatly, with more options, so comparing the two are very difficult. Here is where Marvel is in 2014.

marvel relationship status 7.24.14And for those who like their pie charts.

marvel relationship status pie chart 7.24.14Education

Education too has changed since last year giving a lot more options. Here’s the full stats for those interested in Marvel.

marvel education 7.24.14Gender Interest

This too has had the statistics expanded. Generally though, individuals interested in the same sex have dipped by a few tenths percentage points since 2013.

marvel gender interest 7.24.14Stay tuned today as we bring you more, including DC and the general Comic-dom!

Dark Horse Books Signs Sales & Distribution Deal With Random House

Dark Horse Books has announced a multi-year sales and distribution partnership with Random House Publisher Services, a division of Random House LLC for the bookstore market. Dark Horse, a leading independent publisher of best-selling graphic novels, manga, and art books, will begin its partnership with RHPS effective June 1, 2014. All newly published and backlist Dark Horse titles will be sold to bookstores worldwide by Random House Publishers Services, who also will be responsible for distribution and fulfillment for the titles.

Coming off an incredibly strong 2013 which saw the Dark Horse title, The Legend of Zelda: Hyrule Historia, rocket to New York Times Bestseller status and the top spot on Amazon’s bestsellers list for all books, Dark Horse is poised to expand its award-winning line to include more of the authors and properties that consumers are looking for.

Dark Horse founder and Publisher Mike Richardson in a statement said:

When I started Dark Horse Comics in 1986, the plan was to create the highest-quality books, comics, and graphic novels and get them into the hands of as many readers as possible. The decision to move the book market portion of our business was very difficult. Diamond Book Distributors, our current book market distributor, has been a great partner for us for nearly a decade, but it’s now time for a new approach, one we think helps us as we expand our prose and general book categories in traditional bookstores. While we are moving a portion of our business, we know that Diamond will continue to be a strong and valuable partner in the comics specialty market.

Diamond president and CEO Steve Geppi commented, “

Everyone at Diamond has the highest respect for Mike Richardson and Dark Horse, and we’re proud of the success we have helped them achieve. We will continue to grow our business with Dark Horse and all of the publishers we represent, in every possible way.

Diamond will continue to distribute Dark Horse comics, graphic novels, books, and other merchandise to the comics specialty market.

Jeff Abraham, President of Random House Publisher Services added:

Dark Horse has shown great resilience and impressive growth in the graphic novel and manga market over the last several years. We are thrilled with the opportunity to use the same capabilities and expertise that we apply to our current roster of clients and to contribute meaningfully to Dark Horse’s expanded reach into bookstores.

IDW Welcomes New Blood! Expands the Staff.

IDW Publishing has been growing in numerous ways in 2013, from market share in the direct market to sales in the book market to ever-increasing digital sales. To keep up with the exponential growth, two key roles are being filled, effective immediately.

Rosalind Morehead is stepping into the Marketing department as Marketing & PR Manager, spearheading the Company’s PR efforts, while Kate Henning joins as Manager of Sales Operations. Moorehead’s most recent experience includes eight years in sales and marketing at Mad Catz, Inc. Henning was a former Brand Manager at Diamond Comics Distributors giving her a unique understanding of the relationship between publishers, distributors and retailers.

In addition, IDW welcomes the arrival of Kahlil Schweitzer, as Sales & Marketing Coordinator. Schweitzer, a recent graduate of the University of Colorado and former IDW intern, will be aiding and abetting Wood and Morehead in the Marketing department.


SDCC 2013: Special Facebook Fandom Spotlight: Facebook Users 7/15/2013

It’s Monday so that means we look at a segment of the comic book fanbase on Facebook. This week is a bit different though. I’ve been doing these posts comparing one to the other, but, how does it compare to Facebook users in general? With San Diego Comic-Con kicking off this week, I thought it’d be great to do a week of reports, but first kicking off with just Facebook users in general based on their geography.

For this study there were no terms used, just geography. So, this is straight users in the United States and then users globally which includes 21 countries, a mix of heavy comic readers and some of the most populous and representative of across the world.

Facebook Population: Over 176,000,000 in the United States

Facebook Population: Over 700,000,000 fans globally

Spanish speakers account for now 8,800,000 fans, 5% in the United States and 92 million, 13.14% globally.

Gender and Age

I’ve known this for a while, but women dominate Facebook users in the United States with a majority of 53.41% of the population. Globally it flips with women making up the minority with 46.29%. The fact women are the majority in the United States accounts for some of the statistics we’ve seen in the past when it comes to fandoms.

United States

facebook us 7.15.13


facebook global 7.15.13

We’ll next look at how the percentage of women and men break down through age.

United States

facebook gender age us 7.15.13


facebook gender age global 7.15.13

What’s interesting is women become the majority in both after some time, in the United States much sooner and in the United States women hold the majority in all age brackets except one.

And here’s all of that raw data.

United States

facebook gender age raw us 7.15.13


facebook gender age raw global 7.15.13

Relationship Status

Comparing the US and global statistics, the United States percentage wise has more married individuals, but less engaged or in relationships.

United States

facebook relationship status us 7.15.13


facebook relationship status global 7.15.13

And for those that like pie charts.

United States

facebook relationship status pie chart us 7.15.13


facebook relationship status pie chart global 7.15.13


When it comes to percentages, the United States has a greater percent listed as a college graduate compared to the greater global group.

United States

facebook education us 7.15.13


facebook education global 7.15.13

Gender Interest

this one is interesting in that globally, the percentages of individuals interested in individuals of the same sex dwarfs that of the United States, pretty much all at the expense of women interested in men.

United States

facebook gender interest us 7.15.13


facebook gender interest global 7.15.13

Now that we know how the United States and global statistics break down, we’ll be able to compare fandoms going forward. Join us tomorrow as we start off with a mid-Month look at comic fans in general!

Facebook Fandom Spotlight: Manga Fans 7/8/2013

It’s Monday so that means we look at a segment of the comic book fanbase on Facebook. You can check out last week’s results here. We had looked at the overall comic fandom. This week we’re looking at fans of Manga in the United States and globally. Yes, this is a twofer.

This study I looked at the names of publishers, terms like “manga” as well as a pretty long list of popular manga titles. I did my best to include just manga and not anime, though that wasn’t always possible. The results are broken down for the United States and then a group of over 20 countries including the United States.

Facebook Manga Fan Population: Over 7,800,000 in the United States

Facebook Manga Fan Population: Over 48,000,000 fans globally

Compared to the general comic fandom, Manga fans are a bit smaller population, by about 3 million individuals. I kept adding terms, and that number didn’t budge, so I stand by it. Globally, this is the largest segment we’ve ever dealt with.

Spanish speakers account for now 520,000 fans, 6.67% in the United States and 8.2 million, 17.08% globally. The amount in the United States is one of the highest percentages and globally that’s bigger than some entire fandoms we’ve studied.

Gender and Age

Manga fans in the United States are some of the most equal when it comes to gender. Men make up a slim majority of 51.28% while women are 46.15%. Globally that gap widens. Men account for 58.33% and women 40.83%. That’s still a higher percent of women than the general comic population.

Keep in mind that Facebook doesn’t track those under the age of 13, so data below the age of 17 gets iffy and that population is most likely much larger.

Manga United States

manga us 7.8.13

Manga Global

manga global 7.8.13

We’ll next look at how the percentage of women and men break down through age.

Comic Fandom United States

facebook age and gender line graph 7.1.13

Manga United States

manga age gender us 7.8.13

Manga Global

manga age gender global 7.8.13

And here’s all of that raw data.

Manga United States

manga age raw us 7.8.13

Manga Global

manga age raw global 7.8.13

Relationship Status

Compared to comic fandom, Manga fans are a bit more single. And comparing the United States to the Global statistics, the global fans are more single as well. That’s not shocking considering they skew younger globally.

Manga United States

manga relationship us 7.8.13

Manga Global

manga relationship global 7.8.13

And for those that like pie charts.

Manga United States

manga relationship us pie chart 7.8.13

Manga Global

manga relationship global pie chart 7.8.13


The United States Manga fans tend to me more centered around high school in this statistic, while global fans percentage wise are below in all education levels.

Manga United States

manga education us 7.8.13

Manga Global

manga education global 7.8.13

Gender Interest

While men interested in men is similar in the US and global compared to comic fandom, women interested in women is a greater percentage for both.

Manga United States

manga gender interest us 7.8.13

Manga Global

manga gender interest global 7.8.13

Next week in the run up to San Diego Comic-Con, we’ll be looking at a different fandom each day starting Monday!

Facebook Fandom Spotlight: Comic Fans 7/1/2013

It’s the beginning of the month, so that means we look at who the comic book fanbase on Facebook are. You can check out the previous month’s results here.

This information is gathered by looking at over 40 different “like” terms in Facebook. All data is for individuals whose location is the United States. To make this clear if someone says they like “comic books” they are included in this, if they say “Superman” then they are not. Just because someone likes a character doesn’t mean they are a fan of comics, same with movies. So, that’s over 40 terms of comic book terms, publishers, etc.

Facebook Comic Book Fan Population: Over 10,800,000 in the United States

That’s an increase of over 3.8 million fans over the past month! This is due to two things. The first is just growth, of about 900,000 using the same terms from last month. I then added even more terms, which accounted for the rest. Even taking out the new terms, the fanbase grew 900,000 individuals. That’s fantastic for comicdom. I even took it a step further and decided to add comic series and other terms until I maxed out in the number of terms I could use and was able to easily get the count of fans up to 22,000,000 individuals. The goal is to get us to the best terms and see the results from there, but we now know that comics aren’t really a niche thing, but about 7% of the US population are fans in one way or another.

Spanish speakers account for now 580,000 fans, 5.37%. That’s slightly up from the previous month.

We have seen large boosts in the past as the summer comic movies kick off, so this gain isn’t surprising. I expect a shedding of fans later in the year or early next year.

Gender and Age

With the terms we added, women were a larger segment of the population, accounting for a little over 37% of fans. This is a pretty consistent amount as we’ve seen female fandom stick in that 30% range. So while there’s a shift, it still wasn’t anything dramatic.

facebook gender pie chart 7.1.13

Below is the breakdown by age and gender. Again, percentage wise, the age breakdown is about the same with not a lot of shift. Most of the gain was older segments with some loss of people age 22-25, but gains older than that.

We still see the change when it comes to the majority of fans and gender as age increases. This month though, that change shifts about a dozen years. There’s also not quite as smooth climb this month, instead things are much more jagged in the 20s.

This is the graph of the ages last month.

facebook age line chart 6.1.13

This is that same info this month.

facebook age and gender line graph 7.1.13

And here’s all that data showing the population is slightly older.

facebook age raw numbers 7.1.13

Relationship Status

The biggest shift here is the percentage of people married. That has increased to be the second highest percentage behind single which dropped the most.

facebook relationship 7.1.13

And for those that like pie charts.

facebook relationship pie chart 7.1.13


With a slightly older population, the percent of college grads increased.

facebook eduation 7.1.13

Gender Interest

There’s not much of a shift in gender interest from the month before.

facebook interest 7.1.13

Facebook Fandom Spotlight: BOOM! Studios and Archaia

The Facebook Fandom Spotlight is a day late. We had intended to do one on all independent publishers (that’ll be a later date), but with the announcement of the acquisition of Archaia by BOOM! Studios, I thought it’d be fun to see what the “new” company’s fandom looks like.

There was a limited number of terms to use, so I decided to go global for this report. It covers the terms having to do with the publishers themselves and some of their series’ that can’t be attributed to other reasons. For example, no Adventure Time since it’s a television show.

Facebook BOOM! Studios and Archaia Fan Population: Over 162,000 Globally

Spanish speakers account for 48,000, that’s a whopping 29.63% of fans. That’s the highest amount recorded so far!

Gender and Age

When it comes to the breakdown of the size of the male and female population, BOOM!/Archaia comes pretty close to what we saw with Marvel Comics. A little over 3/4’s of the population is male.

gender facebook 6.18.13Lets compare how the gender breaks down per age bracket as well as that same information for fans of DC Comics, Marvel Comics and the general comic fandom:

General Comic Fans

facebook age line chart 6.1.13

DC Comic Fans

age and gender line graph

Marvel Fans

marvel fans gender age line chart 6.3.13

BOOM! Studios/Archaia

age and gender 6.18.13

Here’s the full raw numbers as far as age and gender.

age raw numbers 6.18.13

Relationship Status

Fans of BOOM! and Archa are similar to DC and Marvel in the relationship department, though more are “in relationships” or “married.”

marriage 6.18.13And for those that like pie charts.

relationship status pie chartEducation

When it comes to education fans of BOOM! and Archaia come very close to that of Marvel Comics.

education 6.18.13

Gender Interest

There’s an interesting mix here, in that this is one of the highest percentages of “men interested in men,” but also an average percent of “women interested in women.”

gender interest 6.18.13

And that wraps up this report! Join us next week when we look at all of comic fandom, the first also is a Monday!

Facebook Fandom Spotlight: Zombies

It’s Monday, which means a new look at comic book fans on Facebook. This week we check out fans of Zombies! With World War Z opening this week, it only seems appropriate for us to look at the shambling fans out there.

This is a bit different in that I looked at the term “zombies” as well as movies, games, books and more that featured them.This mixes in The Walking Dead, World War Z, Night of the Living Dead and more!

Facebook Zombie Fan Population: Over 19,200,000 in the United States

This is the largest population we’ve studied to date.

Spanish speakers account for 840,000, 4.38%. That’s towards the higher end of these types of studies for the United States. I guess they know how to do more than moan!

Gender and Age

The breakdown of men and women isn’t shocking, lining up pretty well with the other types of studies we’ve done in the past. In this case, men hold the majority of 61.46% of fans while women are 40.63%. Yes, that’s over 100% as the numbers for some reason this has happened again.

zombie fans gender 6.17.13

Zombie Fans

zombie fans gender and age line graph 6.17.13


Here’s the full raw numbers as far as age and gender.

zombie fans age raw 6.17.13

Relationship Status

I guess zombies bring relationships, as more folks are in relationships or married percentage wise compared to the previous populations we’ve looked at.

zombies relationship 6.17.13

And for those that like pie charts.

zombie relationship pie chart 6.17.13


Much like many of the previous studies, the education breakdown is very similar to what we’ve seen previously in other studies.

zombies education 6.17.13

Gender Interest

The gender interest is more like Superman fans than anything else with even more women identifying themselves as interested in women.

zombie fans gender interest 6.17.13

And that wraps up this report! Join us next week when we look at fans of indie comics!

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