Tag Archives: sales

Demo-Graphics: Comic Fandom on Facebook

It’s the first of the month and that means a new look at the demographics of people who “like” comics on Facebook. This data is compiled using demographic data from Facebook, and is limited to the United States.

This data is compiled using key terms, “likes,” users have as part of their profiles. Primarily terms are focused on generic ones such as “comics” or “graphic novels” or publishers. I stay away from specific characters, creators or series, because this does not indicate they are a comic book fan. Over 100 terms are used for this report.

Facebook Population: Over 47,000,000 in the United States

The total population increased by 10 million, bringing the total to over 47 million individuals. It is currently unknown where this increase came from, and we’ll be exploring some possibilities in our San Diego Comic-Con focused post. The current theory I have is that there is a summer boom, followed by a bust later in the year. There is also the possibility of a general increase in the male Facebook population. The Spanish-speaking population last month was 13.78%, and this month is 13.19%. That decrease in percentage is due to the fact the population did not increase to keep pace with the boom this month.

Gender and Age

Last month women accounted for 43.24% and men were 56.76%. The 10 million increase this month was mostly in the male segment which saw an increase of 7 million individuals. Women increased only 3 million. Now, men account for 59.57% of the population, while women are up to 40.43%. We’ll have further reporting on the decrease of the female segment in our SDCC report next week.

facebook gender 7.1.15

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

facebook gender age 7.1.15

Compared to last month, those 29 and under saw vasts increases in the millions. Those older did see an increase as well, but nearly the growth in volume of the Millennial segments.

facebook gender age raw 7.1.15

Relationship Status

Compared to last month, most segments saw increases other than women who were engaged which remained stagnant.

facebook relationship 7.1.15

And for those that like pie charts.

facebook relationship pie chart 7.1.15

Education

Things haven’t changed that much compared to last month just some shifts as to percents due to growth.

facebook education 7.1.15

Gender Interest

Generally there stats remained very steady, even with the massive growth.

facebook relationship interest 7.1.15

Ethnicity

We saw increases across for African Americans and Asians, but Hispanics decreased. Percentages though were mixed. African Americans increased by 1,100,000 individuals, but the percent dropped by 0.13%. Asian Americans increased by 400,000, and saw their percentage increase by 1.21%. Hispanics decreased by 1.2 million, but those that are Spanish dominant as far as language increased by 300,000 people.

facebook ethnicity 7.1.15

Generation

We can see the increase across the board, but it’s Millennials who saw the largest increase as a percentage of the population and Generation X decreased.

facebook generation 7.1.15

And that wraps up this month’s report. But, next week we start diving into our San Diego Comic-Con special reporting! Come back every day for new data and insight!

By The Numbers: May 2015

Like in any industry, comic books and their companies listen most to one thing and that’s your money!  What does your money tell them?  What does it tell us as fans?  What series do people say they adore but can’t seem to catch a break and what books to people hate that sell out?  What are the trends?  What looks good?  What looks rough?

All these questions and more will be answered here, every month in ‘By The Numbers’ by comic writers, editors and fans, Glenn Matchett and Ray Goldfield.

Glenn Matchett is a comic writer and editor.  He’s worked in the industry for 5 years but grew up reading comics.  He is currently published with Outre Press, Nemeses Studios and several others.  When there is only Battleworld, Glenn’s section is made up of Time Lords, Chinese food and an astonishing lack of ignorant people.

Ray Goldfield is a fan of comic books for going on 25 years, starting with the death of Superman. He is a writer and editor for Grayhaven Comics.  His section of Battleworld is comprised solely of his favorite characters that are very much under his protection.  Comics also get there every Wednesday because not even God Doom keeps Ray from his comics.

Please note that several of the predictions in this article were made prior to official announcements.  The fact that we’re right is just icing on the cake.

Sales

Glenn: Welcome back folks to the most popular sales chart overview on the internet!*

*statement may not be accurate

Once again myself and my great friend, Ray will look at the sales chart to talk about what is working, what isn’t and what’s doing okay.  Of course everyone who read last months article knows that DC dominated with their major Convergence event!  Of course, we expect it to be no different this month and…

BOOOOOOOM

*looks out window*

Ah crap, Secret Wars is here

So yes, Secret Wars has arrived. The Marvel event to end all Marvel events, the big event that superstar writer Jonathon Hickman has been working towards since he started on Fantastic Four.  It’s an event that Marvel promises will change the landscape FOREVER (for real this time) and has created this alternate world that has allowed them to essentially replace their entire line with ‘Marvel’s greatest hits.’

Seriously, aside from the main book being named after the hugely successful legendary crossover from the 80’s, Marvel is bringing back some of their best selling story lines from Age Of Apocalypse to Old Man Logan to One More Day to Marvel Zombies.

The result of course, is exactly what you would expect.  Utter domination of the May sales charts.  Quite how you would expect, Secret Wars #1 is the top selling book of the month.  It has a bunch of hype behind it, a lot of variants and a FCBD lead in.  With all this, the book manages to sell a staggering 527,678 with more reorders on the way I’m sure.  On the surface it seems like a giant hit and even outsold the Lootcrate boosted Bravest Warrior Tales which lands at the number 2 spot with sales 502,737.  When Ray and me were talking about this month before the numbers were published he stated this is the first time ever that a publisher’s books has outsold a promotional item like this EVER.

However, things get interesting when we get to the number 3 spot where once again we’re back to Secret Wars and the second issue which has sales 210,807, less than half of the first issue released in the same month.

In this market, those numbers are nothing to sneeze at but I’m personally curious why the first issue was ordered much more heavily than the second. I would have expected a big drop like this perhaps next month but the same month is interesting.  I doubt Marvel are losing any sleep because Secret Wars seems to be set to be their biggest success sales wise since the magical effect they had with Civil War.

Marvel wins the top ten with 7 books, 5 of which are Secret Wars related while DC’s Convergence while still p

erforming admirably ends up being yesterdays news.

 Ray:  Yeah, it’s clear just from minute one that Secret Wars is an amazing hit. Not only is the main series doing numbers we haven’t seen from an event comic in quite some time, but the tie-ins are checking in like mini-events on their own.

It’s not a surprise that Old Man Logan and A-Force did so well. The former was a huge hit and the latter was promoted through the roof. I will say how amused I am that Deadpool’s Secret Secret Wars outsold them both, though – because this isn’t a tie-in! It’s a mini that shows what Deadpool was doing during the FIRST Secret Wars in the 80s! Well done, Marvel. Spectacular trolling. Deadpool would be proud.

Glenn:  The success of the Deadpool book is a real surprise.  I knew it would be a big hit because hey…its Deadpool but I didn’t expect it to be the best performing book apart from the main mini.  Much like the character, sales wise Deadpool seems to be a force of nature unto his own.  I wouldn’t be surprised to see Bunn get the nod to write the character after this whole thing ends, even if it means him added another book on top of the 50 trillion he already does.

Ray:  Bunn’s been writing a long series of Deadpool minis for years now, so that would make sense. I wonder how many of the pre-Secret Wars creative teams will be returning when this is all over. I believe Aaron and Slott are confirmed on their main books, but that’s it so far.

Glenn:  I think Marvel kinda/sorta means it when they say ‘the fans will decide!’ or whatever by what sells.  If people like Bunn on Deadpool, they’ll put Bunn on Deadpool.  It could be like when Fraction wrote a BUNCH of Thor mini’s before getting the main book.

Big shout out to A-Force of course because it shows that a female centric title can do very, very well.  It’s being

given a lot of promotion of course and has a Secret Wars lead in which will help but outselling other things like Old Man Logan, Darth Vader and the like is a big accomplishment.  I’m hopeful for its fate once the Secret Wars banner is long gone.

Ray: Across the board, the tie-ins seem to have delivered very solid numbers. Infinity Gauntlet just missed the top ten, and Spider-Verse, Ultimate End, and Planet Hulk all made the top twenty. A bit lower for the anthology tie-ins, Inferno, 2099, and Inhumans, but still very strong.

Glenn:  The books that did well have the benefit, like you said of being tied to big hits of years past.  People want to see more of these periods clearly and Marvel has found the perfect opportunity to give them just that.  It’ll be interesting in the coming months how the other event resurrections like House Of M and Civil War perform.

Ray:  However, not everything out of Secret Wars was a hit. Where Monsters Dwell, featuring Garth Ennis returning to the Marvel U, barely made the top 100, despite great reviews. That’s still more than we can say for MODOK and Shang-Chi’s titles. I suppose just like with regular titles, retailers are ordering heavily on the proven quantities and letting some of the others slide, especially as we don’t know how long these will be. And the “Last Days” tie-ins for Magneto, Mighty Avengers, and Loki only got modest bumps.

I think that’s all the Secret Wars business that I can remember, although it’ll explode next month when twenty more tie-ins launch. The other big event this month, obviously, is the back half of Convergence, and this stayed remarkably solid. With only two months of comics to order, it looks like the retailers ordered very similar to the first month. The main mini still hovers around 100K, which is an unqualified hit, and 39 of the 40 tie-ins made the top 100. DC has to be very happy with this experiment.

Glenn:  I was jesting a little before about how Convergence has done, its obviously been a big hit.  It is, issue wise just under the same length as Secret Wars but released over a faster period.  Finishing up with sales just under 6 figures is a big deal and has a lot of people excited for what’s to follow with the ‘DCYou‘ branding.  Like I mentioned before, DC is offering some interesting sales incentives to retailers to combat against Secret Wars which might look awfully tempting since as we both know, Marvel’s big event is going to cause a bit of a headache for them.

Retailers have already obviously invested a lot of faith in this event and now they get a lot of books not on shelves when they’re not supposed to be.  It means money out of retailers pockets so they may want to fill those spaces with DC books which (for better or for worse) can on record, be more dependable.

Ray:  Looking down the list a bit, it looks like Amazing finally passed Spider-Gwen again, but that just means that Marvel’s #1 regular title finally took the lead back from the alt-universe title that stars a spin-off character who didn’t exist a year ago. Clearly, Spider-Gwen continues to be the real winner here, and it’s not a surprise Marvel puts her front and center in the promotional materials now.

 

Glenn:  As you mentioned, Amazing performs well on its ‘last’ issue.  I’ll be interested to see how Renew Your Vows performs but given it has a creative team and its set in an era that a lot of fans (including myself) miss, I’d say it’ll be one of the most dependably performing Secret Wars books.

Of course, Spider-Gwen continues to be a big hit all around.  Her book is going away for the moment but she is very much sticking around.  She stars in Spider-Verse of course and getting her own variant month but seems to be verly prominent in the post Secret Wars promotion posters we’ve seen already.  There are a lot of rumors of her ending up in the main universe but I think there will definitely be a place for her to go back to.  I think the world created in Spider-Gwen is a rather interesting one and part of the books appeal, I think it would be a shame to lose that.

Ray:  I believe when it comes to Spider-Gwen, they’ve confirmed that she’ll be remaining in her own universe, but making more frequent crossovers. If you ask me, I’d be surprised if there wasn’t an ongoing Spider-Verse title, maybe with a title like “Spider-Force”. Spider-Verse was immensely popular, and people have really latched on to some of these alt-Spiders, especially the oddball ones like Spider-Ham. Marvel will figure out a way to keep that going.

Glenn: Spider-corps?  Each one with a different color?  Yeah, I would say she’ll be a big part of anything like that but it’ll probably be kept minimal in her main book.  Kind of like how Spider-Man does his own thing (mostly) in his own book while he’s out there throwing down with Thanos or whatever in Avenger’s.

Thor continues to do well as it prepares for its own Secret Wars tie-in and this version of the character is a major part of the crossover.  Given in Secret Wars we’re seeing multiple Thor’s and multiple Mjornir’s, our theory of perhaps more than one Thor and one Thor book following the event may not be a million miles off.  Its clear that Jason Aaron has turned Thor into a relevant sales force once more for the first time since JMS brought the character back way back when.

Ray:  It really seems like this Thor’s story is just beginning, since her identity was just revealed and she’s everywhere on the promo materials. And it’s selling very well. Two titles might be tricky, though – I don’t know if they want to undercut the main character right now. I’m still assuming status quos will be restored in time for the next movies, but that’s two years for Thor, so they have a lot of time to work with.

Glenn:  I suppose that’s true!

Amidst all the tie-in chaos, we still have The Walking Dead, holding up just outside the top 20 with sales a shade under 70k.  Given all the madness that’s going around it, this book continues to hang in there by just delivering a book that people enjoy to read (what a novel concept).  Its lost some of its sales steam in a market full of Secret Wars, Convergences and Star Wars but still performs brilliantly and at the end of the day, will still be there long after these events are said and done.

Surprisingly, Ant-Man continues to be a big hit.  It’s got a movie coming up so that may be a help but I’m a little surprised since its not even starring the main Ant Man.  Of course, the series is getting pushed aside for Secret Wars which may hurt its momentum but Marvel have to be very happy with how its down in its short life (get it?  I said short and its Ant man!!!!)

Ray:  Ant-Man actually took a huge jump, almost doubling its sales last month for the end of its first arc. That’s really surprising, and is probably a combination of variants, incentives, and who knows what else. Rather puzzling for a book to increase out of nowhere like that.

Glenn:  Maybe there’s more interest for the movie that I thought and people are checking out this book because of that?  Maybe its one those things that just clicks, much like Fraction’s Hawkeye did.  With his own movie this year and the character in Civil War next year, it could be a high profile period for Scott Lang.  Even the Jessica Jones Netflix show might help because he was a big part of her original MAX series.  All these little (pun intended) things could help tremendously!

This month also sees the return of Sandman: Overture the much delayed return of the newest chapter (and possibly last) of Neil Gaiman’s epic Sandman story.  I have a very specific memory of us talking how big a deal this story was at NYCC 2012.  That’s right, 2012.  The story is still not done and is now selling just over 53k sales. I think people have lost patience with this one and I’ve heard a lot of people saying ‘I’ll wait for the collection’ because its quite a complex story and the delays don’t help with people trying to remember what the heck is going on.  I have no doubt DC is just looking to get this wrapped up as soon as possible so they can start earning the money that the collection will bring them for years to come.

Ray:  The delays have undoubtedly hurt Sandman, but 53K for a mature readers revival from the 90s with massive delays is still impressive. Gaiman still has huge pull, and it makes me wonder how his Miracleman issues will do when they come out. This run may be even more well-regarded than the “Original Author’s“.

Glenn:  Those could do big numbers, time will tell for sure.  I’m wondering if its penciled in that him and Buckingham may come back briefly.  With Fables wrapping up soon, I’d love to see Buckingham maybe revisit this before likely landing on the next big Image book.

Ray:  We know Gaiman and Buckingham have at least one finished issue in the drawer and scripts for several more. They’ll definitely be putting those out, at least. I expect that to be a huge event.

Star Wars continues to be a massive hit, with the two main books staking out permanent places in the top ten and the Kanan spinoff staying solid in the top 25.

Glenn:  Marvel is printing money with the Star Wars books with 2 more mini’s coming out.  The one that seems to be a direct tie-in to Force Awakens could do crazy numbers.  I’m curious how many more of these books Marvel has up its sleeve before we come ever closer to the movie.

Ray:  Beyond the top of the charts, the biggest indie launch of the month by a fair margin was Fight Club 2, selling almost 60K. This is a big event by a mainstream creator, so I’m not surprised it did well. The trade sales will be even bigger, though.

Warren Ellis’ Injection launched well, selling over 40K. He’s been doing a lot of Image work lately.

Glenn:  I’m really happy for injection because it is drawn by fellow Irishman Declan Shelvey!  Creator owned definitely seems more like Ellis wheelhouse.  While he does a good portion of big 2 stuff, he’s made it no secret that he doesn’t particularly care for it greatly.  Creator owned is where his passion is and he is a sell-able brand unto himself.

Ray:  Looking at the Marvel books wrapping up their run before everything ends for Secret Wars, Silk and All-New Hawkeye are having really solid holds. This is a case where good buzz kept their sales well above what people were expecting. And speaking of Hawkeye, reportedly the final issue of the previous run will finally be out next month!

Glenn:  Its good to see the books you mentioned doing well, I hope again that like Ant Man and Spider-Gwen that these recent launches/hits won’t be hurt by a loss of momentum during Secret Wars.  I have no doubt they’ll get huge pushes after the event too but that sometimes doesn’t work.

Ray:  Descender took a rather harsh fall with its third issue, down to #74. That’s disappointing, based on how excellent it is, but still really strong numbers for an Image book outside of the big three of Walking Dead, Saga, and Wytches.

Glenn:  Maybe people want to trade wait on it?  74 and sales of just under 30k is damn good for a creator owned book.  Let’s hope it stabilizes here for the time being.  I think it’ll be a grower on monthly sales when the first trade hits the shelf, that’s what Walking Dead and Saga to the level they’re at.

Speaking of Wytches, it ends its first arc with sales just under 35k.  This is a great success for Snyder and Jock who will no doubt come back with a lot of hype and probably bigger numbers.  I’ve talked a lot about big 2 books losing momentum because of delays or being put on hiatus but I feel fans of creator owned titles are more patient and loyal, especially with Snyder putting in a very nice letter at the back explaining about them coming back.  In comparison, Spider-Gwen issue 5 ended with a to be continued and a vague promise of a future of a character.  I know Marvel has to keep their cards close to their chest but there will be an audiance that this book appeals to (in Spider-Gwen) that doesn’t give a toss about Secret Wars.  They just want to know if and when their character is coming back and may not have the patience to find out.  With Wytches at least the fans KNOW that this team will absolutely be back.  (This article was drafted prior to the news of Spider-Gwen’s continuation)

Ray:  Phil Hester’s Mythic had a fairly strong debut with about 29K as well.

Finally, just at the bottom of the top 100 is Gail Simone’s Swords of Sorrow crossover for Dynamite. While not exactly blowout numbers, this is still pretty strong for a title that mainly crosses over obscure cult heroines at a company that rarely charts in the top 100. Gail has some pull.

That takes us to the bottom of the top 100, and we leave the big events behind.

Glenn:  How insane is it that on reorders alone Batman #40 made it into the top 100 again?  It seems that sales wise, DC still have a gold mine in Snyder and Capullo and critically it seems that no one is ready for them to leave, I know I’m not.

Ray:  I suspect Batman #40 was somewhat under ordered. Last month I talked about how DC didn’t announce the event that took place here in advance, so just how big the issue was was unknown. They’re picking up the excess sales now, because everyone will want this issue.

Glenn:  We see the Wolverines mini continue to flounder taking spots 104-106.  The fact that they’re being ordered so close together indicates that this is only likely being picked up by a set, die hard audience.  It seems that this experiment hasn’t quite worked the way Marvel probably would have wanted.  It’ll be interesting to see how the character performs as advertising leads us to believe he is going to be replaced by his older ‘Old Man Logan’ counterpart and X-23

Ray:  I’ve said it before, Marvel has to be so glad to have Wolverines over and done with. I know it seems like I pick on this book every month, but the performance here has been shocking. It’s probably a combination of c-list characters, irregular art with massively varying styles, and a $3.99 price point on a weekly. Marvel may be staying out of the weekly game for a while. I’m sure the “All-New Wolverine” title with X-23 in the lead will do well, though, especially once it gets its announcement on The View.

Glenn:  IDW launches a new Donald Duck title which takes the 123rd spot and takes in sales just under 20k and manages to outsell books like the Punisher, Nova and Ms Marvel.  I’ll be interested to see if it holds similar numbers next month but it could be that people are just in the mood for fun comics when some companies are busy blowing up entire universes.

Ray:  That’s not a bad debut for Donald Duck, but I notice it’s only about 1K above IDW’s hit TMNT series. It’ll be interesting to see where it settles down in a few months.

Glenn:  TMNT is going to be the more reliable long term asset here for IDW, obviously but it was a pretty good debut.  I suspect it’ll probably land about the 13k range.

Another 2 books to launch with decent numbers are Image’s Sons Of The Devil which lands 126 with sales of 19,392 and Providence which is from Avatar which is probably thrilled to have a book up this high given how wacky the market is at the moment

Ray:  Both of those titles are pretty strong, especially Sons of the Devil. I see The Mantle, another new Image launch, lower down on the charts. Still not a terrible debut at 13K. I’m surprised by Ales Kot’s newest title, The Material, debuting with only 11.7K, though. And Joe Casey’s new Image title, Valhalla Mad, didn’t crack the 10K mark.

Glenn:  That’s a huge surprise for the Joe Casey book considering he used be quite the ‘name’.  He hasn’t really been in comics very prominently the last few years so maybe that’s the issue?  People like Neil Gaiman can of course come and go because they made a massive impact and a legacy that will long outlast them, for creators like Joe Casey they probably just need to keep their name out there to maintain a strong sales pull.

Ray:  All three Archie Horror books were out this month, with Archie vs. Predator the highest, Afterlife With Archie returning after a huge gap, and Sabrina the lowest. Still, this is the highest we’ve seen any Archie book for a while in direct sales.

Glenn:  Archie vs Predator doing so well sales wise is quite funny.  Maybe we’ll see Archie vs Terminator next?  It’s good to see the company going through a kind of creative revolution.  I hope they’re able to put out some of the books they were looking to fund via the controversial Kickstarter but some of them may only be interesting thoughts on ‘what if?’

Ray:  Archie’s definitely having a surprising creative renaissance lately, although this one is by Dark Horse and written by a creator who has never written the characters before, unlike the Afterlife/Sabrina writer. It definitely shows in the tone, as this book is even more violent and edgy than those two horror titles manage.

Glenn:  I have to commend Archie for giving their all for trying to remain relevant in today’s market.  It’s harder now than ever to get that space on a retailers shelf and into a comic readers bag and they’re really trying their best to prove they can hang tough.

Ray:  One of my favorite comics last month was Cullen Bunn’s new horror comic, Harrow County, from Dark Horse. That landed at 160 with 11.7K, so consider this a promotion for this excellent book! Lantern City from Archaia was excellent as well, and that debuted with about 11K sales this month too. Buy these books!

Orphan Black seems to have rebounded two months after the Loot Crate boost, moving up to 163 this month.

Glenn:  Maybe the Loot Crate did help!  The book is after all based off a cult show and is now outselling comic adaptions of shows like Doctor Who, Flash, the X-Files and Arrow which I’m sure I’m safe in saying have much larger potential audiences.  This could be another solid tie in seller for IDW, much like Doctor Who is.

Speaking of TV shows, the POWERS book seems to settle around 10k at 174.  Obviously the book I believe at this point is down to a die hardcore audience, it might be time for it to ride off into the sunset perhaps.

Ray:  Yeah, the irregular shipping schedule of Bendis’ Icon books has really caused them to slip under the radar. Icon as a whole seems to have essentially fallen by the wayside, with them putting out 1-3 titles a year at most.

Glenn:  I think when the majority of creators saw that Image could lead to better sales and probably more money in their pocket, a lot of creators left the imprint behind.  Most of the series it did have have moved to Image, leaving the Bendis stuff solo.  If he wants to keep doing POWERS or the odd creator owned book here and there, its probably worth it for Marvel to simply keep it around to keep one of their biggest writers happy.

Around this area, like Batman some Star Wars books remake the chart showing that they aren’t going anywhere anytime soon.  I know there’s a new movie which will help but Marvel seems to have made the most of getting this property pretty much handed to them.

We have a new installment in Mark Waid’s ‘I’ series of books (for lack of a better name) in Insufferable debuting at 198 which sales just over 8,500.  It seems that although Waid is a stable performer in terms of sales (and quality) on mainstream books, he can’t seem to get the audience over to his own titles.  It’s probably worth it for him to get a bit of a creative break to just do what he wants but I have to wonder how say…a non superhero book published by Image with his name on it and a big name artist attached would do in comparison?

Ray:  It’s been quite a few years since the Irredeemable/Incorruptible saga ended, so I think Insufferable may have slipped below the radar. I suspect fans of the original will pick it up in trade. And as a side note, the second issue of his supervillain suspense classic, Empire Uprising,  is down at 231. Waid, despite being a great and popular writer at Marvel for years, still doesn’t seem to command sales on his creator-owned works.

Glenn:  Some other debuts on the lower end of the sales chart include Image’s Kaptara, Arcadia #1 from BOOM!,

the first issue of the second volume of Roche Limit from Image and Dead Drop from Valiant, all of which sell under 10k on their first month.  Valiant is probably happy enough but I don’t see the Image books maybe lasting too long.  I know Roche Limit seems to have a set period planned and a third mini to launch after this one so it could get much lower as time goes on.  Arcadia is probably acceptable to Boom who are still very much rebuilding themselves as a brand since losing their Disney properties to Marvel.

Ray:  Valiant has almost always stayed fairly low but steady. Bloodshot Reborn is their top title at 145, with all their other books clustered below. They seem to be moving into a different format, with more short-run miniseries and new launches. None of their titles besides X-O Manowar and Unity have high numbering anymore, and this way they keep things fresh and start higher on the charts. I believe Dead Drop is only a four-issue miniseries.

Glenn:  One book I see at the much lower end is Image’s Shutter which is at the 278 spot with sales under 6k.  There was a lot of hype and critical acclaim for this issue when it first launches a year ago and now it seems to have landed towards the bottom end of the chart.  I wonder if this will be the fate of most Image books that don’t have big names attached to them?

Ray:  Yeah, there’s quite a few great Image books at the lower end of the chart besides Shutter. They’re Not Like Us, Wayward, Postal, and Five Ghosts are all well below the 200 mark and could use some more support.

Glenn:  Agreed, anyone out there if you have a small press book you adore, try and get people to read it.  Lend your copies, buy it for comic fans as a present, try to help keep the book alive.  Far too many great creator owned series end due to low sales and if you can think of anyway to help your favourite book, you should be doing it.  It’s why I tell everyone to read Nailbiter, which seems to have stabilized at sales around 10k but I hope keeps growing.  You see books that a lot of people were exicted for like the ones you mentioned but also Edward Scissorhands and IDW’s Judge Dredd also languishing at the bottom the charts.  With all the insanity going on over the months to come, these books need the fans they have to try and help as best they can.

Ray:  Before we wrap up this month’s chart, it’s interesting to note that the other Swords of Sorrow book this month, not written by Gail Simone, only charted at 296 with sales 20K below the main book. Clearly Gail Simone’s name is the big draw on this event, and the tie-ins aren’t likely to carry that over.

Glenn:  Gail is going to bring a lot of interest to any book.  Since she left Tomb Raider, that book has really fallen down the charts too, landing at 234 with sales of 6,668 despite being based on a critically acclaimed game with a strong female lead that people say the market is crying out for.  She’s had ups and downs at DC the last year with her books in terms of some odd decisions regarding her but I think she shows that she’s not only talented but she’s a valuable commodity in terms of her brand.  Like you said, the numbers speak for themselves.

Next month there’s even more Secret Wars launches and a lot of new DC titles too.  It’s going to be another rocky month for indie titles again.

Ray:  Oh, next month will be the craziest of all crazy months so far. First up, we’ve got 10-20 new Secret Wars titles launching to join the already crowded field. This is when more and more existing Marvel books wrap up their runs, to the point where by September the entire line will have wrapped up. So if Marvel keeps their momentum going from this month, they will have a lot of hits.

Of course, they’ll need them to keep pace with DC in June, because this is the big relaunch month. About 20 new titles are launching, including several new Bat-related titles and the heaviest hitter of the month, Justice League of America by Bryan Hitch. In addition, a lot of risky titles with serious buzz like Midnighter, Prez, and the new Constantine title are debuting, plus huge-scale new storylines in the Batman and Superman lines, and Geoff Johns‘ next event storyline in Justice League. The battle for the top of the charts is going to be pitched next month. Assuming no Lootcrate surprise, I could see any of Secret Wars, Batman, Justice League, or Justice League of America topping the charts. That’s a lot more up in the air than we’ve seen for a while.

It’s naturally going to be a very hard month for any creator-owned title to make an impact, but there’s still some very interesting launches. We’ve got James Robinson’s Mature Readers Golden Age satire Airboy as probably the most interesting Image launch of the month, plus Frank Barbiere’s post-apocalyptic sci-fi thriller Broken World for Boom. There’s Brian Wood’s celebrity chef thriller Starve from Image, the obscure indie revival Astronauts in Trouble for Image, and the fantasy thriller The Fiction – one of my favorite comics of the month – at BOOM!. It’s a more quiet month for indie launches, but hopefully some of these books will still be able to find their audience amid the craziness.

Glenn:  It’s going to be an interesting one!  Until next month then!

 

Demo-Graphics: Comic Fandom on Facebook

It’s the first of the month and that means a new look at the demographics of people who “like” comics on Facebook. This data is compiled using demographic data from Facebook, and is limited to the United States.

This data is compiled using key terms, “likes,” users have as part of their profiles. Primarily terms are focused on generic ones such as “comics” or “graphic novels” or publishers. I stay away from specific characters, creators or series, because this does not indicate they are a comic book fan. Over 100 terms are used for this report.

Facebook Population: Over 37,000,000 in the United States

The total population increased by 1 million, bringing the total to over 37 million individuals. The Spanish-speaking population last month was 14.17%, and this month is 13.78%. That decrease in percentage is due to the fact the population did not increase with the larger population.

Gender and Age

Last month women accounted for 41.67% and men were 58.33%. The million increase this month was all in the female segment, which increased 1 million from last month. Now, men account for 56.76% of the population, while women are up to 43.24%.

gender 6.1.15We’ll next look at how the percentage of women and men break down through age.

gender age 6.1.15Compared to last month, those 21 and under decreased in percentage and population. The population growth was for everyone over the age of 21.

gender age raw 6.1.15Relationship Status

Compared to last month, the results are almost exactly the same, those married increased a decent amount as well as those who didn’t specify their relationship status.

relationship 6.1.15And for those that like pie charts.

relationship pie chart 6.1.15Education

Things haven’t changed that much compared to last month when it comes to gender. I’d expect to see some shifts over the next few months as school lets out and kids begin a new year.

education 6.1.15Gender Interest

This month the “unspecified” category saw a sharp increase, especially for women and not quite as much for men.

gender interest 6.1.15Ethnicity

We saw increases across the board for all ethnicities. African Americans increased by 600,000 individuals. Asian Americans increased by 40,000. Hispanics increased 1.6 million.

ethnicity 6.1.15Generation

We can see here the shifts in the age from above. Baby Boomers and Generation X increased, and and Millennials decreased.

generation 6.1.15And that wraps up this month’s report.

Demo-Graphics: Comic Fandom on Facebook

It’s the first of the month and that means a new look at the demographics of people who “like” comics on Facebook. This data is compiled using demographic data from Facebook, and is limited to the United States.

This data is compiled using key terms, “likes,” users have as part of their profiles. Primarily terms are focused on generic ones such as “comics” or “graphic novels” or publishers. I stay away from specific characters, creators or series, because this does not indicate they are a comic book fan. Over 100 terms are used for this report.

Facebook Population: Over 36,000,000 in the United States

The total population decrease of 2 million. It’s unknown why the decrease, but Facebook has been getting rid of inactive accounts for page likes, so this is a possibility. This is after a massive increase of 6 million the previous month. The Spanish-speaking population last month was 13.68%, and this month is 14.17%. The decrease of population didn’t impact that segment all that much.

Gender and Age

Last month women accounted for 42.63% and men were 57.89%. The population decrease hit the women much more so than the men, so women saw their percentage continue to decrease. Women now account for 41.67% and men 58.33%.

gender 5.1.15We’ll next look at how the percentage of women and men break down through age. The results are very similar as far as the shape of how it lays out.

gender age 5.1.15Compared to last month, the population loss is mostly those age 18 to 29. Under 17, as well as those over the age of 50 saw gains.

gender age raw 5.1.15Relationship Status

Most of the percentages are the same. Those that are single increased a little bit, and those engaged decreased a little bit. Most of the other stats are similar to last month.

relationship 5.1.15And for those that like pie charts.

relationship pie chart 5.1.15Education

Compared to last month, the percentages are very similar.

education 5.1.15Gender Interest

The biggest shifts compared to last month is women interesting in “men and women,” and men who didn’t specify what they’re interested in.

relationship interest 5.1.15Ethnicity

Six months in and the stats for ethnicity have been pretty steady. Facebook compiles the data based on “behavior that aligns with people of that race.” It’s unknown the specifics of what that entails.

African Americans account for 3.7 million, about 10.28% of the comic fandom, while all Hispanics account for 8 million, around 22.22%. Asian Americans account for 860,000, or about 5.73%. There’s some slight differences since last month, but nothing vast.

ethnicity 5.1.15Generation

We can see here the shifts in the age from above. Baby Boomers increased, and Generation X and Millennials both decreased.

generation 5.1.15And that wraps up this month’s report! Join us this coming Monday for even more information!

Demo-Graphics: Comic Fandom on Facebook

It’s the first of the month, and first of the year, and that means a new look at the demographics of people who “like” comics on Facebook. This data is compiled using demographic data from Facebook, and is limited to the United States.

This data is compiled using key terms, “likes,” users have as part of their profiles. Primarily terms are focused on generic ones such as “comics” or “graphic novels” or publishers. I stay away from specific characters, creators or series, because this does not indicate they are a comic book fan. Over 100 terms are used for this report.

This data is important in that it shows who the potential comic audience could be. This is not purchasers, these are people who have shown an affinity for comics and are potential purchasers and those with an interest.

Facebook Population: Over 38,000,000 in the United States

That’s a massive increase of 6 million individuals over the past month. Both the “comics” general term and “Marvel” have had massive growth, which would explain the increase. The Spanish-speaking population last month was 13.75%, and this month is also 13.68%, dipping a bit compared to last month.

Gender and Age

Last month women accounted for 41.88% and men were 56.88%. Even with the population increase, the results this month as far as percent the results are close to last month. Women now account for 42.63% and men account for 57.89%. The female population increased a bit in both percentage and raw number.

There is a negative amount in “unknown” due to Facebook’s rounding of large numbers. Other stats like age and “relationship status” peg the population between 37.4 million and 37.5 million.

gender 4.1.15We’ll next look at how the percentage of women and men break down through age. Compared to last month we see a sharp decline in interest, and last month we saw a steady decline.

gender age 4.1.15When it comes to percentages, those over the age of 45 grew in their percentage of the population. Men also regained a slight majority in those age 17 and under.

gender age raw 4.1.15Relationship Status

Compared to last month, the single population dipped a bit, while there were more people married and also unspecified as to their relationship status.

relationship status 4.1.15And for those that like pie charts.

relationship status pie chart 4.1.15Education

Generally, these stats are similar to last month’s. Changes are primarily due to the shift in gender.

education 4.1.15Gender Interest

Compared to last month these stats are very similar. Even with a large gain of individuals, the percentages remained steady.

gender interest 4.1.15Ethnicity

It’s the fifth month we’ve had data on ethnicity. Facebook compiles the data based on “behavior that aligns with people of that race.” It’s unknown the specifics of what that entails.

This is the third month to include Asian Americans in this stat. The population is small, but has grown a little as expected it would since the launch.

African Americans account for 3.8 million, about 10% of the comic fandom, while all Hispanics account for 8.4 million, around 22.11%. Asian Americans account for 920,000 individuals, around 5.68%. All but African Americans grew in number, but none grew enough in relation to the overall population growth, so they all slipped as far as percentage of the population.

I’ve presented the data in raw form for this first report, but will do graphs as this data progresses.

ethinicty 4.1.15Generation

We’ve been tracking what generation individuals are a part of. We present that information for the second time below. Growth occurred across the board, with the majority of growth in Millennials.

generation 4.1.15And that wraps up this month’s report! Join us this coming Monday for even more information!

GroupOn’s Too Good to Be True Comic Deal and False Advertising

Exactly a month ago I brought you the story of GroupOn‘s “deal” where you could buy a bundle of comics for a pretty impressive discount. For $24.99 you can purchase 25 Marvel or DC comics. $1 a comic isn’t too bad. For $39.99 you can get 50 comics, 25 from Marvel and 25 from DC (plus tax). The “deal” also claimed the 25 comics had a “value” of $99.99, and the 50 comics had a value of $249.99. That’s a “discount” of 75% or 84%. What prompted this was really how those two values worked out, because even that doesn’t make sense. I decided to see how honest this deal actually was, and the answer is not so honest, and probably qualifies as “false advertising.”

First, the unboxing video.

You can see, the comics do run the past 30 years, with some comics from the 80s, 90s, and 00s. But, does the package live up to the claimed value? The answer is no.

False Advertising“Any advertising or promotion that misrepresents the nature, characteristics, qualities or geographic origin of goods, services or commercial activities” (Lanham Act, 15 U.S.C.A. § 1125(a)).

I went through and priced out both cover and “guide” value of the comics. The 25 DC Comics came out to be valued at $60.14 going by the cover, and $75 looking at guides (and that’s a generous pricing for issues). For the 25 Marvel comics, their value is $51.26 going by cover, and $78.25 looking at the pricing in guides. That’s a total of $111.40 or $153.25, well over $100 less in “value” than the advertised claim. Each package was also less than the $100 value claimed for the separate 25 comic packages. At the end you can find a complete list of comics received and value noted. To add insult to injury, one of the Marvel “comics” received was the Avengers/Invaders sketchbook produced by Marvel and Dynamite and I’m pretty sure came from with Wizard Magazine. In fact that one had “Not for Sale” printed on the back.

I followed up with GroupOn’s customer service. The first response is below:

Hi Brett,

Sorry for any confusion. It is never our intention to mislead anyone about the value of a Groupon.

The value and discount percentage listed on each deal reflect the regular full price for that product or service. If the business offers other temporary discounts or decides to change their standard pricing after their deal is featured, the relative savings and value might change.

Unfortunately, we cannot foresee or control these changes. That said, we work very hard to make sure that the deals we feature are the best around.

I hope this helps to clarify the situation, and we appreciate your continued support.

Regards,

Jahnavi Mathuradas
Groupon Customer Support

Doesn’t really answer my question of the discrepancy of the value of goods advertised versus what was received. I followed up for clarification, and received the next response:

Hi Brett,

I’m very sorry for the trouble. Unfortunately, books, beauty products (excluding electronics), undergarments, perishable items, any items marked “final sale,” and items that have been worn are nonrefundable and may not be returned. You can find this information in our Return Policy at http://gr.pn/GoodsReturns, and in the Fine Print on the purchase page for this Groupon at http://groupon.com/deals/gg-dc-comics-and-marvel-comic-book-bundles-1.

Of course, if your item was damaged prior to delivery, please let me know and I can assist you in returning the product in that case. However, due to the nature of this deal, we aren’t able to provide a replacement.

I checked and see that you have purchased Comic Book Bundle: DC-Marvel/50. Could you please provide us the details of the items received by you if you have further questions?

If you have any further questions, don’t hesitate to ask.

Regards,

Parasu R
Groupon Customer Support

Ok, again not answering my question. I also followed up with GroupOn’s press department, and have yet to hear back as this has gone to print after giving them a few days.

But, is it false advertising? To establish false advertising, you must prove five things:

  1.  a false statement of fact has been made about the advertiser’s own or another person’s goods, services, or commercial activity;
  2. the statement either deceives or has the potential to deceive a substantial portion of its targeted audience;
  3. the deception is also likely to affect the purchasing decisions of its audience;
  4. the advertising involves goods or services in interstate commerce;
  5. the deception has either resulted in or is likely to result in injury to the plaintiff.

To this purchase, all five of the items are checked off. The “value” is falsely stated. There is deception, again with the value stated and discount received. If the deal was just 25 comics for $24.99, I would not have purchased it, most shops have a better selection of dollar bins or 50 cent bins. It does involve goods. It also involved “injury” which is the money lost in purchase.

With over 1,000 packages bought, GroupOn has a pretty big potential lawsuit on their hands. But, as with all things, buyer beware, especially when too good to be true claims are made.

And the list of comics.

Demo-Graphics: Women’s History Month

The first day of each month (and a lot of Mondays) I break down the demographic data of those who “like” comics on Facebook. With about 32 million people this past month, the data represents those with an interest in comics (over 100 terms made up of publishers, generic terms like “comics,” and comic specific terms like “one-shot”). These are not necessarily purchasers or subscribers, they’d be a subset of this group, these are folks who are interested in comics, graphic novels, trade paperbacks, or publishers. That 32 million is the first audience we as a community should be reaching out to to push comics forward. They are the most likely to be interested in comics, and become regular readers and customers.

But, any good marketer knows, that demographic data is just one small portion of who a “customer” is. To truly get the whole picture of who these individuals are, and get even better bang for the buck, you also need to understand their interests and habits.

With the call to “push comics forward,” I’ve dug further into the data showing what else individuals might like, allowing marketers to better target potential comic fans. Last month was the first post of this type looking at the general comic Facebook fandom. For the second one, it felt appropriate to look at just women to kick off “Women’s History Month.”

Why is this important?

Someone’s age, gender, or ethnicity is just a small part of the equation when figuring out who to market to or what to market. A person’s history of purchases in this case, or what else they’re interested in helps to not only target to the individual, but find others like them. Gender, age, and ethnicity is the broad categories and helps with messaging, but now we’re getting into the specifics!

The Specifics

Again, we’re able to dive into Facebook for this data, using the exact same terms used for the monthly reports. The only difference is this data is for those 18 and up, while our monthly demographic report is 13 and up. Facebook data is enhanced using available data warehouses giving us a better idea as to who these people are.

And now, the data!

Age and Gender

Without the men, this data isn’t quite as useful, but we can see almost half of the fans are under the age of 35.

age_and_gender_3.2.15Lifestyle

Surprisingly, women are very close to the general Facebook population. For none of the lifestyle categories do women really stand out.

Lifestyle_1_3.2.15 Lifestyle_2_3.2.15 Lifestyle_3_3.2.15 Lifestyle_4_3.2.15Relationship Status and Education Level

The general comic fan population were more likely to be single or “in a relationship” compared to the Facebook populace. Women on the other hand are less likely to be single, and more likely to be married. When it comes to education, they’re more likely to be in grad school when the general comic populace is very much less likely.

relationship_education_3.2.15Job Title

For the general comic populace, the healthcare industry was a tthe bottom. When it comes to women, those professions are at the top along with administrative positions. It’s almost the exact opposite of the general comic fandom on Facebook.

Job_Title_1_3.2.15 Job_Title_2_3.2.15 Job_Title_3_3.2.15Page Likes

When it comes to the types of pages female comic fans on Facebook like, it’s health, beauty, clothing, and accessories that are at the top spot. For the general comic fandom, Manga, and a comic blog sit at the top of the list. In this list, the most “comic” related category is in Product/Service where Hello Kitty is listed.

Page_Likes_Top_Categories_1_3.2.15 Page_Likes_Top_Categories_2_3.2.15Marvel has been heading to The View to promote comics, but they might do better to target the viewers of The Ellen DeGeneres Show. Also, putting comics in a big box store like Target might be worth it too. IDW has done so with their Micro-Fun Pack line, and found success.

Page_Likes_1.3.2.15 Page_Likes_2.3.2.15 Page_Likes_3.3.2.15

 Location

Comic fans are located in big cities according to this and women aren’t an exception. The top spots are flipped though.

Cities_Percent_1_3.2.15 Cities_Percent_2_3.2.15 Cities_Percent_3_3.2.15 Cities_Percent_4_3.2.15 Cities_Percent_5_3.2.15 Cities_Percent_6_3.2.15 Cities_Percent_7_3.2.15 Cities_Percent_8_3.2.15 Cities_Percent_9_3.2.15Interestingly though, comic fans also over represent in smaller cities and towns. The cities are very different though compared to the general comic population. Having worked a comic shop in Buffalo, I can vouch for that.

Cities_Over_1_3.2.15They’re also underrepresented in larger cities. But, it’s a very different set of large cities. Bellevue, Washington has the distinction for being at the bottom for women and the general comic populace.

Cities_Under_3.2.15Frequency of Activity

Female comic fans also like more pages than the general comic populace, but it’s half as many. Female comic fans are even more likely to like posts or click ads compared to the general comic fandom.

Frequency_of_Activities_3.2.15Devices

Women interestingly really stand out as iPad users, though are pretty much in-line with the general Facebook populace for the rest of the devices used.

Device_Users_3.2.15Household

Female comic fans seem to make a bit more than the general Facebook population, but are slightly more likely to rent their home.

Household_Income_Ownership Household_size_3.2.15

 Spending Methods

Female comic fans almost line up exactly the same as the general Facebook populace. Where general comic fans are more likely to primarily use cash and less likely to primarily use credit cards, you don’t see that with the women.

Spending_Methods_3.2.15Their online purchasing habits are pretty similar to Facebook users, but they’re a little bit more likely to spend money at retail, unlike the general comic Facebook fans who are slightly less likely.

Retail_Spending_Online_Purchases_3.2.15They also are slightly more likely to purchase kids products, household products, and health and beauty products. This should be no surprise based on the pages liked. What it does tell me is that I might run an ad campaign targeting this population which features a comic book where kids are the main audience.

Purchase_Behavior_3.2.15And that wraps up our second look at the affinity and actual interests of our monthly comic fandom! Expect for even more of a dive in and explanation of how one would use this data in the coming weeks and months!

Most importantly, to really build the comic market, we need to understand who the fans and purchasers are. By doing so, we make our job easier. The above is a piece of that puzzle.

Demo-Graphics: Comic Fandom on Facebook

It’s the first of the month, and first of the year, and that means a new look at the demographics of people who “like” comics on Facebook. This data is compiled using demographic data from Facebook, and is limited to the United States.

This data is compiled using key terms, “likes,” users have as part of their profiles. Primarily terms are focused on generic ones such as “comics” or “graphic novels” or publishers. I stay away from specific characters, creators or series, because this does not indicate they are a comic book fan. Over 100 terms are used for this report.

This data is important in that it shows who the potential comic audience could be. This is not purchasers, these are people who have shown an affinity for comics and are potential purchasers and those with an interest.

Facebook Population: Over 32,000,000 in the United States

The total population remains steady from the previous month. The Spanish-speaking population last month was 14.38%, and this month is also 13.75%, dipping a bit compared to last month.

Gender and Age

Last month women accounted for 45.64% and men were 53.13%. Even with the population increase, the results this month as far as percent the results are close to last month. Women now account for 41.88% and men account for 56.88%. The female population continues to decrease, this time not just in percent, but also the total population.

gender 3.1.15

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

age and gender 3.1.15Men gained pretty consistently under the age of 49. Women under the age of 17 continued to be the majority for that age group and gained in population, while women generally decreased in all other age groups.

age and gender raw 3.1.15

Relationship Status

Compared to last month, the single population dipped a bit, while there were more people married and engaged people. Congrats!

relationship status 3.1.15And for those that like pie charts.

relationship status pie chart 3.1.15

Education

Generally, these stats are similar to last month’s. Changes are primarily due to the shift in gender.

education 3.1.15

Gender Interest

Compared to last month these stats are very similar. Changes are primarily due to the shift in gender.

gender interest 3.1.15

Ethnicity

It’s the fourth month we’ve had data on ethnicity. Facebook compiles the data based on “behavior that aligns with people of that race.” It’s unknown the specifics of what that entails.

This is the second month to include Asian Americans in this stat. The population is small, but expect it to grow as the months go forward.

African Americans account for 3.8 million, about 11.88% of the comic fandom, while all Hispanics account for 7.4 million, around 23.13%. Asian Americans account for 840,000 individuals, around 6.27%.

I’ve presented the data in raw form for this first report, but will do graphs as this data progresses.

ethnicity 3.1.15

Generation

We’ve been tracking what generation individuals are a part of. We present that information for the first time below.

generation 3.1.15

And that wraps up this month’s report! Join us Monday for even more information!

Black (Comic) History Month: Demo-Graphics, African Americans & Comic Publishers

For Black History Month we’ve been taking a look at characters, series, and creators, but I thought it also might be nice to also look at some of the demographic data that exists. The first thing I wanted to see was if African-American comic fans varied as to what publisher they liked.

For this demographic report I again dove into Facebook using the data provided as per usual. In February, African-Americans accounted for 3.4 million of the 32 million “comic fans,” making them 10.63% of the population. In general on Facebook, African-Americans make up 11.24% of the Facebook population.

I decided to look at not just publishers, but “comics” and “manga” as well to see what the percentage of African-Americans like them as well as how it breaks down as far as men and women.

In general for all of the terms below African-Americans account for 10.83% of that population. Marvel, DC Comics, Dark Horse, Dynamite, and in general comics underperform that percentage. Image, IDW, BOOM!, Oni, and Manga outperform. BOOM! and Oni especially do well having the top two percentages.

When it comes to percentage, men and women are the closest for Image, Comics and Manga. The biggest difference between men and women is Dark Horse.

AA Comic Data 2.9.15This is just the first report! I’ve got two more Mondays to dive even deeper into the information.

Demo-Graphics: Beyond Gender, Age, and Ethnicity

The first day of each month (and a lot of Mondays) I break down the demographic data of those who “like” comics on Facebook. With about 32 million people this past month, the data represents those with an interest in comics (over 100 terms made up of publishers, generic terms like “comics,” and comic specific terms like “one-shot”). These are not necessarily purchasers or subscribers, they’d be a subset of this group, these are folks who are interested in comics, graphic novels, trade paperbacks, or publishers. That 32 million is the first audience we as a community should be reaching out to to push comics forward. They are the most likely to be interested in comics, and become regular readers and customers.

But, any good marketer knows, that demographic data is just one small portion of who a “customer” is. To truly get the whole picture of who these individuals are, and get even better bang for the buck, you also need to understand their interests and habits.

With the call to “push comics forward,” I am happy to present for the first time these habits and affinity, and explain why this is important.

Why is this important?

Someone’s age, gender, or ethnicity is just a small part of the equation when figuring out who to market to or what to market. A person’s history of purchases in this case, or what else they’re interested in helps to not only target to the individual, but find others like them. Gender, age, and ethnicity is the broad categories and helps with messaging, but now we’re getting into the specifics!

The Specifics

Again, we’re able to dive into Facebook for this data, using the exact same terms used for the monthly reports. The only difference is this data is for those 18 and up, while our monthly demographic report is 13 and up. Facebook data is enhanced using available data warehouses giving us a better idea as to who these people are.

And now, the data!

Age and Gender

We can see the similar breakdown of percentages as I’ve been presenting for some time now. We get to see how that compares though to the Facebook population as a whole.

2015-02-02_1418Lifestyle

This is everyone’s interest data based on their actual purchase behavior, brand affinity, and other activities. Interestingly enough, comic fans are much greater than the general Facebook population in having children early in life. They tend to be renters, and still in school. On the flip side those in their mid-20s without children and owning their own home are also over represented by comic fans as well as similar folks with children.

Not surprisingly, the wealthy and “elite,” established, and elderly are under represented in the population.

Younger individuals with and without children are the bread and butter of the comic fandom in other words.

lifestyle_1 lifestyle_2 lifestyle_3Relationship Status and Education Level

Compared to the general Facebook populace, comic fans are much more likely to be “single,” “in a relationship,” or “engaged.” They are much less likely to be “married.” As far as education, they are slightly more likely to be college educated. Take the above and we’re looking for younger college educated individuals.

2015-02-02_1429Job Title

This is rather interesting. Based on likely industries from self-reported data, we have groups of what types of jobs comic fans have. It’s not surprising that with a younger set of individuals, the positions are less established with folks more likely temporary and seasonal, retail, food preparation, service industry positions.

They are much less likely lawyers, in the medical field, in computing or mathematics or in the science industry. Most of those involve longer career commitments, so comic fans might not be  there yet. Remember, they’re mostly young and in college.

job_title_1 job_title_2 job_title_3Page Likes

When it comes to what pages comic fans like, most shouldn’t be a surprise. We see lots fo video games, Marvel, DC Comics, comic characters, and Stan Lee. What’s also interesting is we see Loot Crate (showing a nice overlap and business decision to include comics in the service) and some fascinating bands.

2015-02-02_1434But how do those page interests compare to the rest of Facebook? We have that below! If I wanted to build a brand, I’d look at these pages first when targeting ads (along with the previous data mentioned). So far we have men, who are in college, in service jobs, and like Iron Man.

page_affinity_1 page_affinity_2Location

Comic fans are located in big cities according to this.

location_1 location_2 location_3 location_4 location_5Interestingly though, comic fans also over represent in smaller cities and towns.

location_overrepresentThey’re also underrepresented in larger cities.

location_underrepresentFrequency of Activity

Comic fans are also rather active on Facebook, liking commenting, sharing, likely, and clicking ads more than the average Facebook user.

frequency_of_activityDevices

Comic fans use a mix of mobile and desktop to access Facebook and are more prone to using Android devices… Yet we see iOs devices launched first for digital comic apps…

devicesHousehold

Comic fans tend to live alone or in larger households and rent.

home_1 home_2Spending Methods

Comic fans also primarily use cash, which makes sense since younger individuals might not have credit built up. They also spend much less on “travel & entertainment,” and “premium” things compared to the general Facebook users.

spendingIndividuals also are pretty average in their spending, while more likely to spend online or not spend online at all. They are also much less likely to be on the low end of online spending. Good news for digital comics!

spending_2What’s really interesting is the comic audience’s purchase behavior is lower for every category compared to the general Facebook population. Since they are generally even in spending compared to the audience, we can assume they’re buying something else…. comics maybe?

purchase_behaviorAnd that wraps up our first look at the affinity and actual interests of our monthly comic fandom! Expect for even more of a dive in and explanation of how one would use this data in the coming weeks and months!

Most importantly, to really build the comic market, we need to understand who the fans and purchasers are. By doing so, we make our job easier. The above is a piece of that puzzle.

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