GLOBAL READING HABITS REVEALED BY AMAZON.CO.UK FOR WORLD BOOK DAY

How to Tell A Nation by A Book's Cover
March 2, 2005: The Japanese are zealous, the French patriotic, Americans political, and the British celebrity-crazy, according to a study on world reading habits.

Amazon.co.uk has analysed the top selling books from 2004 to the present day from their six sites around the globe: UK (Amazon.co.uk), USA (Amazon.com), Canada (Amazon.ca), France (Amazon.fr), Germany (Amazon.de) and Japan (Amazon.jp) to put together a picture of global reading habits in the run up to World Book Day, on March 3.

Working in conjunction with Dr Paul Filmer, literary sociologist at Goldsmith's College, University of London, the leading online retailer studied the nations' favourite books to explore what the Top 10 books of each country can reveal about the people within.

"From looking at all the top selling books across the six sites, we are reminded that the Internet has helped create a 'global village' in which we share many of the same cultural interests," says Dr Filmer. "However, the research also reassures us that national characteristics prevail. In short, we all shop in a global bookstore, but are true to our shared national interests."

"We were reading a lot about ominous reports on the 'death of the novel' a few years ago, but this doesn't seem to have transpired at all--in fact the opposite seems true from the amount of contemporary fiction in the lists."

"They are all reading much of the same popular fiction--as well as following the latest adventures of Harry Potter and trying to crack The Da Vinci Code. All countries are into self-help, most into relationships, dieting and lifestyle; and the majority also show a concern about the current state of their language."

UK: celeb crazy

While there is a strong amount of self-help books in the Amazon.co.uk Top 10, British readers are not just content with a daily intake of gossip from the tabloids, but want their authors to be celebrities too--a surprising 50% of the top books are written by celebrities.

"We like to read more about real life than fiction, it seems--and we like to have seen it all before on TV!" comments Dr. Filmer. "Alongside the imaginative conjurings of JK Rowling and Dan Brown, our most popular choices of books match our viewing patterns. They are focused on books about how to cook, eat, diet, and dress, which are all aimed at helping us to reinvent ourselves as we want to be seen by others. Then we relax with Ricky Gervais and his Flanimals, or let Michael Palin remind us of his exotic travels around the Himalayas"

USA: pondering politics

Over 70% of Amazon.com's Top 10 books are non-fiction, showing Americans to be practical readers who look to read a book with a purpose, whether this is for suggestions on how to improve a relationship, or as background knowledge on a potential president.

"In an election year, it's not surprising that three of the American Top 10 are about contemporary politics," comments Dr Filmer. "The bestselling book of all is TV celebrity Jon Stewart's satirical take on democracy--based on his TV show. But the memoirs of Bill Clinton reinforce his continuing popularity--and the presence on the list of the expose of John Kerry's war record written by Vietnam Veterans might have given an early indication of last year's presidential election result.

"Even more than the British, Americans prefer non-fiction titles, which make up 70% of their list of bestsellers," continues Paul. "As in the UK, self-help does figure prominently here, with books about diet, relationships and business management."

Canada: admire adventures

Canada rivals Germany for the large amount of fiction in the Amazon.ca Top 10, but it seems books that cover adventures are most popular amongst Canadians.

"Like the other English speakers, Canadians are keen on Dan Brown." comments Paul. "There are two separate editions of The Da Vinci Code, another Dan Brown title, alongside JK Rowling and Mark Haddon in their top 10, which shows a distinct taste for adventure. They share the Americans' interest in Jon Stewart's Guide to Democracy in Action, and self-help books again leaven the rest of their list, but without the same concern over diet."

France: proud patriots

A massive 50% of the books in the Amazon.fr Top 10 are by Dan Brown--or focus on the themes raised in his books.

"With much of the action set in France, the popularity of The Da Vinci Code is as popular here as in the Anglophone world, with the French seemingly proud of the cultural references and landmarks the book covers. In addition to enjoying the fictional Code, the French take their own characteristically analytical perspective on it through two related non-fiction titles in their top 10, one on the quest for the code itself, the other a general history of secret codes."

"They too show an interest in self-help--with parent-child relations--and include a modern classic in their list, Primo Levi's Si c'est Un Homme (If This Is A Man)."

Germany: classic fiction fans

With two books focusing on the subtleties of the German language in a humorous way in the Amazon.de Top 10, Germany also has the largest number of fiction books in their Top 10 compared to the other countries. Classic books such as The Little Prince--first released in 1943--still rank highly alongside other more modern classics.

"The German list contrasts interestingly with the American taste for non-fiction: 70% of its bestselling titles are works of fiction," comments Dr Filmer. "The national reputation for thoroughness is borne out by the inclusion of no less than four of Dan Brown's novels in their top 10, and these are complemented by the inclusion of three other works of fiction. Like the French, these include a translation of a modern classic: St Exupery's Der Kleine Prinz--coincidentally French, or a mark of growing integration of continental European culture? Self-help is focused on language, with two works included on modern German, and a cookbook to add to the mix."

Japan: careful controllers

Self-help books feature strongly in the nation's most popular books, with literature guiding the Japanese on everything from careers through to "how to do housework" according to the principles of Feng Shui.

"The Japanese list of best-sellers is the most differentiated of the six," comments Dr Filmer. "It has as many self-help books as the UK, but none of them are concerned with relationships. Instead, they reflect their readers' concerns with careful and controlled living, covering career advice for 13 year-olds, exercise and Feng Shui."

"There are several works of modern Japanese fiction as well as the inevitable current Harry Potter--the only title that it shares with any of the other lists. Popular culture provides an escape from their concern with order, through the presence of Full Metal Alchemist, and volumes of manga cartoons."

Top 10 Books by Country

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