Thanks to the anonymity that electronic readers provide, a larger reading base of 30 year olds who previously would not have been seen dead with a Mills & Boon novel are now downloading them in multitudes.
In particular, the ‘Spice’ category of Mills & Boon books is selling quite well via the Kindle and Sony Reader. For those who are not aware of the genre, it is offers a plethora of erotic fiction novels.
In fact, since the Sony Reader went on sale five months ago at Tesco the digital sales of Mills & Boons novels have increased by about 57%. Research from the supermarket giant found that younger fans in the age range of the thirties preferred to read the books via their electronic devices via the actual hard copy book.
A third of the group who were surveyed, stated that they would not want to be seen picking up the books from the supermarket because they are generally seen as books for older people.
Commercial manager of Tesco’s books, Hazel Powell, said that it is interesting to note how many younger readers there are of the popular romance series. He continued to say that the stories hold romantic appeal to all readers so there is no reason why younger readers should not start to read the books as well.
Mills & Boon has actually found through their research that online readers often tend to prefer a more erotic read which is represented by the fact that spice is the hottest downloaded genre, but modern romance still performs best in paperback sales.
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