For some of Book Printing company, the internet will never match the experience of browsing in their local or high street bookshop, but especially for those without ready access to a bookshop, the internet provides a convenient and cost-effective method of obtaining books. A 2007 study looked at attitudes to buying online, and found that the profile of the online consumer had changed from being a young and wealthy male to one that is far more reflective of the general shopping population more of them are women, older and from lower socio-demographic groups. Looking at different product types, the research found that books were the second most popular item for online purchase. Amongst online shoppers, 71 per cent buy books at the moment, and 88 per cent were likely to buy online in the future. There are many factors influencing the decision to buy online included price, convenience, ease of search, and 24-hour access. Although Amazon dominates internet bookselling, there is increasing competition from Play.com, Water stones, Tesco, and smaller operators including independents with their own websites (sometimes provided by the wholesalers). Based in Gloucester, the Book Depository aims to service the Long Tail. Rather than hold stock, it meets customer orders from the optimal source book printing company, wholesaler or distributor. Innovations around a hybrid model of clicks and bricks have also been developed by some chains there may be a facility to reserve books online and pick them up from a store. Book printing company is showing renewed interest in selling direct to consumers, for example in 2007 Random House launched a site offering discounted and signed copies.
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