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Trends in the Kids' Consumer Book Market - Ideas and Insights from Around the Globe - TOC 2012
 

Trends in the Kids' Consumer Book Market - Ideas and Insights from Around the Globe - TOC 2012

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This deck was presented at TOC Bologna 2012. Questions, comments, and permissions, please e-mail me at kristen*at*bookigee*dot*com. Enjoy!

This deck was presented at TOC Bologna 2012. Questions, comments, and permissions, please e-mail me at kristen*at*bookigee*dot*com. Enjoy!

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  • Global cell stats: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-basicsKenyan GDP & M-Pesa: The Praekelt Foundation. Retrieved from: http://www.mobileactive.org/blog/infovideo
  • Global cell stats: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-basicsKenyan GDP & M-Pesa: The Praekelt Foundation. Retrieved from: http://www.mobileactive.org/blog/infovideo
  • Global cell stats: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-basicsKenyan GDP & M-Pesa: The Praekelt Foundation. Retrieved from: http://www.mobileactive.org/blog/infovideo
  • Global cell stats: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-basicsKenyan GDP & M-Pesa: The Praekelt Foundation. Retrieved from: http://www.mobileactive.org/blog/infovideo
  • 2011 Global Cell Stats: http://mobithinking.com/mobile-marketing-tools/latest-mobile-stats#mobile-basics
  • This is our FAVORITE literacy project!! Find out more: http://www.worldreader.org/
  • This is our FAVORITE literacy project!! Find out more: http://www.worldreader.org/
  • “If children have interest, then education happens…”
  • Source: Bowker Market Research : Understanding The Children’s Book Consumer in the Digital Age. (2011) More information at http://www.bookconsumer.com/

Trends in the Kids' Consumer Book Market - Ideas and Insights from Around the Globe - TOC 2012 Trends in the Kids' Consumer Book Market - Ideas and Insights from Around the Globe - TOC 2012 Presentation Transcript

  • Kristen McLeanTOC Bologna 2012
  • Kristen McLeanFounder & CEOBookigee, Inc.@BKGKristen
  • SHORT TERM TRENDS • Overall kids (and adults) reading more than ever • Kids are omnivorous consumers of media • High reading households are high technology households • In 2010 Kaiser Family study of Media Use by 8-18 yrolds - books the only “traditional media” that didn’t lose ground to screen mediaSource: Bowker Pubtrack: Understanding the Children’s BookConsumer in the Digital Age, 2011
  • SHORT TERM TRENDS • Children’s one of the fastest growing areas of iTunes • Apple the aspirational platform amongst US teen consumers • Consumer data - US teens who had “read an e-book at least once” rose from 4% to 9% in 2011 • Consumers report 7% of Juvenile and 11% of YA books now being consumed as e-booksSource: Bowker Pubtrack: Understanding the Children’s BookConsumer in the Digital Age, 2011
  • FOURLONGTERM TRENDS
  • TREND 1:GLOBAL MOBILE
  • 79%peoplehavemobilephonesin developingcountries
  • 11.6%havefixedphones
  • 50%usemobileto accesstheinternetevery day
  • 11% ofKenya’sGDPflowsthru M-Pesa,a mobilepay service
  • G A Africa – 53%l do o Asia & Pacific – 74%b p Arab States – 97%a tl i The Americas –103% o n Europe – 120% CIS – 143% 2011 Global Cell Stats: mobithinking.com
  • www.worldreader.org @worldreaders94,446+e-books delivered to Africavia mobile infastructure since October 2010
  • www.worldreader.org @worldreaderskids spend 50%more time reading& report 13% higher comprehension
  • The first SMS message was sent in 1992 Today the number of SMS messages sent and received every day exceeds the population of the planet
  • Leapfrogging: Emerging economies & groupscan evolve rapidly without going through intermediary[technological] steps.
  • MOBILE IS DELIVERING A FLATTENED WORLD WITH INFINITE POSSIBILITY ANDRADICAL NEW WAYS OF DOING BUSINESS
  • CORE QUESTIONS • What effect will this trend have on global literacy? • Will children coming of age in a Mobile world approach content differently? • Are you taking this “mobile effect” into account in your long-term publishing and marketing strategy?
  • TREND 2: A MARKETPLACEMODEL OF EDUCATION
  • CATHEDRAL One dominant pedagogy –rewards compliance & diligence
  • MARKETPLACE Many choices & pedagogies –rewards curiosity & critical thinking
  • Education is a self-organizing system, where learning is an emergent phenomenon.” -Sugata Mitra, professor of educational technology at Newcastle University (UK)http://www.ted.com/talks/sugata_mitra_the_child_driven_education.html
  • “If children have interest, then educationhappens…” – Isaac Asimov
  • THE REMARKABLE ADVENTURE OF GRIFFINBLACK 14 year-old built his own replica of guitarist Mike Campbell’s iconic guitar, and then got the Heartbreakers to play it live onstage. Wrote an article & got own byline in the Washington Post about it.http://www.washingtonpost.com/wp-dyn/content/article/2010/08/13/AR2010081306140.html
  • CHILDREN ARE GOINGTO BE FUNDAMENTALLY IN CHARGE OF THEIR OWN INQUIRY
  • CORE QUESTIONS • Are we prepared for the fact that our opinions & knowledge are secondary to the users? • What are the implications in other areas of our business? • How do we re-engineer our business to be better at advance understanding of our users needs?
  • TREND 3:PRICE IS IN THE EYEOF THE CONSUMER
  • COVER PRICE ISNO LONGER FIXED.VALUE IS INFINITELY NEGOTIABLE.
  • CORE QUESTIONS • Where is the baseline? What is a P&L? • Are there new ways to approach & value the production of content? • Are we ready for a world where the price and definition of our product comes exclusively from our customer?
  • TREND 4:SOCIAL MEDIA BRINGSTHE FAMILY TOGETHER
  • STEFANA BROADBENTSOCIAL ETHNOGRAPHER - UNIVERSITY COLLEGE,LONDON“The internet is enabling intimacy..”http://www.ted.com/talks/stefana_broadbent_how_the_internet_enables_intimacy.html
  • STEFANA BROADBENTSOCIAL ETHNOGRAPHER - UNIVERSITY COLLEGE,LONDONFacebook average= 120 friendsRegular 2-way conversations = 4-6 people80% of cell calls are to the same 4 people80% of Skype calls are to just two peoplehttp://www.ted.com/talks/stefana_broadbent_how_the_internet_enables_intimacy.html
  • REINFORCED BY US CONSUMER DATA• US teens cite “parents” as the number two influencer on book choice, right after “friends”• 23% of US parents report “co-gaming” with their kids 0-12• 20% of US parents report that they let their kids 0-12 use their mobile device to play games• “My child asked for it” is the #1 source of recommendations for books for 7-12
  • THE BULLSEYE PATTERN OF INFLUENCE A BULLSEYE PATTERN OF INFLUENCE
  • THE FAMILY &COMMUNITY ARE MOREIMPERVIOUS TO YOUR MESSAGES BUT WILL EVANGELIZE MORE AUTHENTICALLY ALSO
  • CORE QUESTIONS • What is our opportunity here? • How does this change our notion of “gatekeepers”? • Can we facilitate this trend with platforms or content like co-gaming? • What does marketing mean?
  • Kristen McLeanFounder & CEOBookigee, Inc.@BKGKristenTHANKS!