More than six months after the application of a minimum rate for shipping costs for new books, set at €3, what is its impact on French purchases? A survey conducted by the IFOP among 2,000 people aged 18 and over last February provides some answers. Let us note from the outset that the study was ordered by Amazonwho had opposed body and soul to this provision of the Darcos law.
“ The French no longer read, but they buy books»: the adage is true again, since 74% of those questioned acquire it, more or less regularly. As a cultural product, the book therefore remains in the lead ahead of music (50%) and films (49%), in physical or digital format.
Over the last 12 months, 91% of respondents have already given up at least once towards online purchasing for a cultural productbecause “it is easier to have it delivered directly to your home» in the eyes of 81%, given the unavailability of the product at a point of sale (78%) or the question of price [tous les produits culturels sont ici pris en compte, NdR] (77%).
For all social categories, online purchasing offers the advantage of simplicity (home delivery, purchase at any time), ahead of availability (number of references available) and finally the financial advantage (lower prices, no additional charges). Within the poor and modest categories (from €900 to €1300 monthly income), the financial advantage is over-represented among the advantages.
54% of respondents say they buy online due to geographical distanceand more specifically 45% of books online/via the internet “because I live far from a city center or a physical point of sale“.
Purchasing power and culture at half mast
The IFOP survey then speaks more specifically about money by first focusing on purchasing power, which has decreased for 55% of respondents (31% decreased a little, 24% decreased a lot), has remained stable for 28% of them, and even increased for 17%.
The budget allocated to culture pays the price for this restriction of purchasing power, with a reduction in 73% of cases — 10% of respondents do not allocate a budget to cultural products. This reduction concerns all social classes, since 71% of respondents in the poor category, 79% in the modest category, 75% in the middle class and 54% in the wealthy category have reduced their budget.
The minimum shipping cost of €3 has visibly added new financial pressure. 63% of respondents believe that their purchasing power for books is affected, particularly the poor and modest categories. The wealthy category, whose income exceeds €2,500 per month, is the least affected by this measure (59% of them believe this).
Bookstores valued?
The IFOP survey then turns to book purchasing strategies following the introduction of minimum shipping costs. 59% of respondents in fact turn more often to physical points of sale, from bookstores to cultural supermarkets, including hypermarkets and supermarkets.
51% have reduced their purchases, but borrow books from loved ones, 49% have also reduced them, but are turning to public libraries, and 40% have also reduced their purchases, but are simply reading less. Most categories are turning to physical locations, but the less advantaged categories are more concerned with reducing reading time.
The physical places which seem to benefit from the implementation of minimum shipping costs are hypermarkets/supermarkets, large brands and press houses: 71% of respondents go there more frequently, in particular for residents of municipalities rural areas (75%) and provincial urban communes (73%).
26% explain that they visit an independent bookstore more often all the same, including 37% in the Paris metropolitan area.
Amazon very committed
The publication of the IFOP survey, commissioned by Amazon, is part of a particular context of concern for the practice of reading by the French, particularly by the youngest. According to a study by the National Book Center, only 84% of them read for school (or work) between the ages of 7 and 19, and 81% read for leisure, out of personal taste. Two years ago, during the last study on the subject, these statistics were higher, at 86% and 83% respectively…
The mention of a tax on second-hand books by the President of the Republic, in order to contribute to the financing of creation, also did not fail to arouse reactions. The subject is not mentioned in the IFOP survey and Amazon services, when contacted, have no comments to make on the subject.
Amazon’s fight against the minimum shipping rate is not new. The multinational expressed itself, through its general director Frédéric Duval, with an article published in 2021. This assured that residents of rural areas would be particularly penalized by the measure, already citing data from the IFOP. He did it again a few days ago, inThe Expressholding more or less the same speech.
Remember that the American multinational had referred the matter to the Council of State in June 2023 to “excess of power», but the institution has still not issued its opinion on the subject. Amazon also relied on the detailed opinion of the European Commission, which dates back to February 2023: it denounced an unjustified derogation from the applicable legislation, the absence of demonstration of the adequacy and proportionality of the proposed measure , as well as the fact that no alternative options have been evaluated…
Amazon is therefore redoubling its efforts, while awaiting possible movements from the Council of State or the Commission. And seize every opportunity: on the occasion of the Spring of Ruralitythe consultation of the Ministry of Culture, the multinational participated, suggesting “to evaluate more precisely the effects of this measure and, if necessary, to re-examine the advisability of this measure which severely penalizes inhabitants of rural areas“.
The firm also suggests opening Culture Pass expenses to online services, in order to take advantage of this windfall, since books remain the main cultural products purchased using credits…
Photography: illustration, Jorge Royan, CC BY SA 3.0
