Americans aged 55 and over are more religious and have a more positive attitude toward their religion, but the largest consumers of religious media products in the country are between the ages of 35 and 54, according to "The U.S. Market for Religious Publishing and Products," a new report by market research publisher Packaged Facts. More than half of listeners of religious radio shows are middle age, while nearly half of the market for religious television programming and books are between 35 and 54 years old.
Overall, the market for religious publishing and products is valued at $6.8 billion, according to Packaged Facts. Books comprise the lion's share of the market, at 51%, growing from $2.64 billion in sales in 1999 to $3.5 billion in 2003. The segment experienced a compound annual growth rate of 9.1% during the four year period due to increased interest in the general "Christian Living" category, which relates religion to day-to-day life.
Interestingly enough, the report adds that while 79% of Americans believe in God, those who attend weekly services are on the downslide, at just 26%. Despite this trend, religion remains a hot topic thanks in part to the success of mainstream movies like "The Passion of the Christ" and novels like "The Da Vinci Code."
"While religion has always been an integral part of American life, popular culture revives consumer interest in religious products," said Don Montuori, Acquisitions Editor for Packaged Facts. "In the 1970s, it was Godspell and Jesus Christ Superstar. Today, it's The Passion of Christ."
"The U.S. Market for Religious Publishing and Products" analyzes new products and marketing opportunities, with sales and growth forecasts through 2008. Consumer demographic trends and their impact on religious product sales are presented. Up-to-date competitive profiles of product marketers are also included along with current distribution trends.