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New Insights & Trends In The 2013 Children’s Book Market ...

New Insights & Trends In The 2013 Children’s Book Market
5/29/2013

Moderator: Kristen McLean, Founder & CEO, Bookigee, Inc. & Project Editor – Bowker® Market Research’s UNDERSTANDING THE CHILDREN’S BOOK”S CONSUMER IN THE DIGITAL AGE
Speakers: Carl Kulo, US Director, Bowker Market Research
Join the children’s experts at Bowker® Market Research as they examine the freshest (Q1-2013) & most up-to-date findings of the Bowker longitudinal “Understanding the Children’s Book Consumer in the Digital Age” study. From shifts in parental attitudes on pricing, to new insights into when and how kids are reading, which key drivers remain stable, what devices are winning out, and how apps and other screen media are interacting with traditional book content for everyone from toddlers to teens. Attendees of this session will emerge with important and actionable insights they can apply to their own businesses and the road ahead. There is no better compass for understanding the evolution of the book market than the children’s category. Device adoption, reading habits, drivers of influence, and key sources of discovery being adopted by today’s children’s book consumers will have profound implications for the entire industry as today’s readers become the customers of tomorrow.

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  • Chickdrens Spring13 GRIDS
  • Chickdrens Spring13 GRIDS
  • 4 Wave trend Crosstab_Report1044
  • 4 Wave trend Crosstab_Report1044
  • 4 Wave trend Crosstab_Report1044
  • Childrens report Spring2013_6 or under xtabs
  • Childrens report Spring2013_7 to 12 xtabs
  • Childrens report Spring2013_6 or under xtabs
  • Childrens report Spring2013_7 to 12 xtabs
  • Chickdrens Spring13 GRIDS
  • Chickdrens Spring13 GRIDS
  • Chickdrens Spring13 GRIDS
  • Copy of Kids trended Crosstab_Report
  • Copy of Kids trended Crosstab_Report
  • Copy of Kids trended Crosstab_Report
  • Copy of Kids trended Crosstab_Report
  • 4 wave trend_7 to 12 filter
  • Copy of Kids trended Crosstab_Report
  • Copy of Kids trended Crosstab_Report
  • Childrens survey Fall 2012 Filter 7 to 12
  • Childrens survey Fall 2012 Filter 7 to 12
  • Chickdrens Spring13 GRIDS
  • Chickdrens Spring13 GRIDS
  • Chickdrens Spring13 GRIDS
  • Chickdrens Spring13 GRIDS
  • Chikdrens Spring13 GRIDS
  • Chikdrens Spring13 GRIDS
  • Chickdrens Spring13 GRIDS
  • Teen study 4 wave
  • Teen study 4 wave
  • Teen study 4 wave
  • Teen study 4 wave
  • Teen Study 4 wave

BEA 2013 children's_presentation_05_29_13_final BEA 2013 children's_presentation_05_29_13_final Presentation Transcript

  • Understanding today’s Children’s bookconsumers
  • This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.A focused look atactivities, purchasinginfluences and behaviors oftoday’s children’s bookconsumerWAVE TWO – Fall 2011WAVE THREE – Spring 2012WAVE FOUR – Fall 2012WAVE FIVE – Spring 20131
  • WHO WE AREMarketResearchKristen McLeanProject EditorFounder & CEOBookigee, Inc.www.bookigee.comwww.kristenmclean.org@BKGKristenCarl KuloProject AnalystSenior Data AnalystBowker Market Researchwww.bookconsumer.com#Bowker2 View slide
  • Core questions about influences and activitiesCollaborative effort among all subscribersProprietary questions for individual clientsFielding Periods:• Fall 2011 (October 7 2011 through November 2 2011)• Spring 2012 (April 4 2012 through April 24 2012)• Fall 2012 (October 15 2012 through November 4 2012)• Spring 2013 (April 5 2013 through April 25, 2013)Spring 2013…2 Online Surveys:• 0 to 12: N= 2000 (Parents/Guardians respond) (0 to 6: N = 1000) (7 to 12: N = 1000)• 13 to 17: N = 1000 (Young Adult responds, with parental OK) At 95% confidence level, Margin of Error = +/- 3.1% for each segment of 1,000METHODOLOGY3 View slide
  • Participants:• Disney• Chronicle• Little Brown Books for Young Readers• Random House• Nickelodeon• Scholastic• HarperCollins• Sesame Street• Penguin4
  • EXECUTIVE SUMMARYBASELINE FINDINGS FROM PREVIOUS FIELDINGS• Children’s market very stable• Changes are incremental, not exponential• Kids are omnivorous media consumers• Highly local influences on decision-making• Kids 7-12 a very clear consumer force• Teen eBook adoption does not align with sales• Girls outpacing boys in media use5
  • EXECUTIVE SUMMARYKEY FINDINGS WAVE FIVE (Spring 2013)• Mobile is starting to have an impact• Consumers making more buying decisions w/o input• Girls are getting earlier access to devices than boys• Hardcover is losing ground• Book related online behavior in decline• Teens reading less for pleasure• Teen e-book attitudes improving, but not adoption6
  • Overview of Presentation• Section x: Landscape• Section 1: What’s New in Kids Book Acquisition and Discovery• Section 2: A look at Girls and Boys• Section 3: The Child’s Environment• Section 4: Beyond Kid’s Books – The World of Kids Apps• Section 5: Teenagers7
  • THE LARGER LANDSCAPESection x: Data from the Bowker Market Research Tracker8
  • Who is the Children’s book buyer? (Jan/Feb 2013)0%10%20%30%40%50%60%70%80%Males Females Teens 13-17Years18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years31%69%4%21%25%16%18% 17%30%70%10%28%37%11%8% 6%30%70%15%33%29%10%8%5%Adult Fiction Childrens (All) Young Adult© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased 9
  • How affluent is the Children’s buyer? (Jan/Feb 2013)100%5%10%15%20%25%<$25.0K $25.0-34.9K $35.0-49.9K $50.0-74.9K $75.0-99.9K $100.0 - 149.9K $150.0 and over14%11%15%24%17%14%6%16%9%14%24%16%15%6%17%10%15%25%14% 14%5%Adult Fiction Childrens (All) Young Adult© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
  • InsertImageHerePlanned Vs. Impulse: Children’s Jan/Feb 2013110%20%40%60%80%100%In Store (in person) Online Device (viaeBookstore or App)34%41% 39%16%29%22%23%17%17%26%14%22%Not Planned, Impulse purchasePlanned a book at that specific time, but notspecific bkPlanned this specific book, but not at thatspecific timePlanned this specific book at that specifictime© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
  • InsertImageHereAwareness – Children’s Genre Trend120%5%10%15%20%25%Quarter 1 2012 Quarter 2 2012 Quarter 3 2012 Quarter 4 2012 Jan/Feb 2013In-person - In-Store Display/OnShelf/Spinning RackIn-person - Received recommendationfrom a friend/relativeOther AwarenessOnline - Browsing through the sitePrint - Best Seller ListIn-person - At SchoolPrint - Magazine AdOnline - Was recommended based onwhat Ive bought/read beforeIn-person - Book FairTV - TV Ad© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
  • InsertImageHereReason for Purchase – Children’s Genre Trend130%5%10%15%20%25%Quarter 1 2012 Quarter 2 2012 Quarter 3 2012 Quarter 4 2012 Jan/Feb 2013I liked the topic/subjectI like to read books in this seriesI like the authorPriceI like the characterIt was recommended by someone I knowI looked through the book and liked itOther ReasonI like the cover artIntrigued by book titleI like the movie/TV show based on thebookRecipient Asked For/Likes Book© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
  • How is Children’s being purchased?140%20%40%60%80%100%54% 54% 54% 55% 53% 56% 56% 54% 53% 54% 51% 51%54% 54%32% 30% 32% 31%32%31% 32%32% 33% 31% 38% 37% 30% 29%3%2% 2% 3% 3% 3% 3%3% 3% 4%4% 4%5% 3%4%4% 3% 3% 3% 2% 1% 3% 6% 5%3% 3%5% 5%1%1% 2% 1% 2% 2% 1% 2%2% 1% 1% 2% 6% 7%6% 7% 7% 6% 6% 7% 7% 6% 4% 5% 4% 3% 1% 0%On an eReader device(e.g. Kindle, Nook, etc.)Using a mobile app on asmartphone or tablet(e.g., iBooks etc.)OtherBy mailOnlineIn Store (in person)© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased1%
  • In what format is Children’s being purchased?150%20%40%60%80%100%Quarter 12011Quarter 22011Quarter 32011Quarter 42011Quarter 12012Quarter 22012Quarter 32012Quarter 42012Jan/Feb201345% 46% 45%39% 38% 39% 39% 39% 41%39% 38% 38%43%37% 36% 36% 40%31%1% 1% 1% 1%1% 1% 1%1%1%11% 10% 11% 12%21% 20% 20% 15%23%5% 4% 4% 5% 3% 3% 3% 5% 4%OthereBookAudioHardcoverPaperback© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
  • THE CHILDREN’S STUDYData from Understanding the Children’s Consumer in the Digital Age16
  • WHAT’S DIFFERENT IN KID’S BOOKACQUISITION & DISCOVERYSECTION 1:17
  • Where books are acquired: 0 to 63%3%3%3%6%6%8%9%9%10%15%19%24%26%3%3%4%3%4%6%8%6%10%9%15%21%28%29%0% 5% 10% 15% 20% 25% 30% 35%Independent / local bookstore (not a major national or…Books-a-Million bookstoreHalf-Price BooksSupermarketScholastic book fairsUsed bookstoreGarage sale/sidewalk sale/secondhand shopSchool LibraryScholastic book clubsOther &quot;Big Box&quot; store (Target, Costco, etc.)Barnes & Noble bookstoreWalMart or Sams ClubPublic LibraryAmazon.comFall 12Spring 1318
  • Where books are acquired: 7 to 123%3%3%3%4%5%5%5%9%11%14%16%16%23%31%3%2%3%2%2%8%4%6%7%18%13%15%13%28%36%0% 5% 10% 15% 20% 25% 30% 35% 40%Independent / local bookstore (not a major national or…Other online retailer (B&N.com, etc.)ebook appsBooks-a-Million bookstoreHalf-Price BooksOther big box store (Target, Costco, etc.)Used bookstoreGarage sale/sidewalk sale/secondhand shopScholastic book fairsWalMart or Sams ClubScholastic book clubsSchool LibraryBarnes & Noble bookstoreAmazon.comPublic LibraryFall 12Spring 1319
  • Sources of Recommendations: 0 to 61%1%3%3%3%2%2%2%5%4%6%8%9%16%19%17%20%30%32%1%1%1%2%2%2%2%2%4%5%5%8%9%12%14%17%19%27%38%0% 5% 10% 15% 20% 25% 30% 35% 40%Movie theatre adRadio AdTV adOn-line advertisementPrint advertisementA publishers websiteAuthor blogsGeneral interest magazinesBookstore - asking the sales clerkSchool LibrarianMommy/Parenting blogPublic LibrarianParenting MagazineTeacherOn-line researchSchool Book Fairs/Clubs*Bookstore - browsing the shelfFriend/familyI make my own decision with no other inputSpring 2013Fall 201220
  • Sources of Recommendations: 7 to 121%1%2%2%1%1%2%3%3%4%4%7%8%8%9%13%14%16%20%25%31%0%1%1%1%1%1%1%2%2%4%4%7%7%8%9%13%15%17%19%26%31%0% 5% 10% 15% 20% 25% 30% 35%Radio AdMovie theatre adOn-line advertisementPrint advertisementAuthor blogsTV adA publishers websiteGeneral interest magazinesMommy/Parenting blogBookstore - asking the sales clerkParenting MagazineOn-line research on a non-retail siteSchool LibrarianOn-line research on a research sitePublic LibrarianSchool book clubs & flyersSchool Book FairsBookstore - browsing the shelfTeacherFriend/familyI make my own decision with no other inputSpring 2013Fall 201221
  • 4-Wave trend of recommendations (0 to 6)13%8%19%14%15%24%26%29%8%9%12%14%17%19%27%38%0%5%10%15%20%25%30%35%40%Public Librarian ParentingMagazineTeacher On-line research School BookFairs/Clubs*Bookstore -browsing the shelfFriend/family I make my owndecision with noother inputFall 2011 Spring 2012 Fall 2012 Spring 201322
  • Section 1: Takeaways• Mobile & tablet starting to have impact• E-books up, hardcover down• Online research down• Person-to-person influence down• Library & teacher influence down• People making more decisions on own23
  • A LOOK AT GIRLS AND BOYSSECTION 2:24
  • Where do parents go for recommendations? (0 to 6)7%8%8%8%8%9%11%17%27%35%5%6%6%7%8%7%12%17%27%45%0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%School Book FairsSchool book clubs & flyersOn-line research on a research siteOn-line research on a non-retail sitePublic LibrarianParenting MagazineTeacherBookstore - browsing the shelfFriend/familyI make my own decision with no other inputGirlBoy25
  • Where do parents go for recommendations? (7 - 12)5%4%7%7%9%9%15%17%17%18%26%30%3%8%7%8%7%9%13%15%19%19%24%30%0% 5% 10% 15% 20% 25% 30% 35%Bookstore - asking the sales clerkOther, please specifyOn-line research on a non-retail siteSchool LibrarianOn-line research on a research sitePublic LibrarianSchool book clubs & flyersSchool Book FairsBookstore - browsing the shelfTeacherFriend/familyI make my own decision with no other…GIRL (487)BOY (519)Mainly the child herself26
  • Types of Books Purchased for Kids (0 - 6)5%7%13%15%15%16%20%21%21%28%35%42%55%66%3%3%13%11%14%16%17%17%23%27%35%45%59%65%0% 10% 20% 30% 40% 50% 60% 70%Graphic NovelReference BookSeries/Chapter BookNon-Fiction BookNovelty bookBible/Prayer BooksInteractiveLeveled ReaderSound BookWorkbookBeginning/Early ReaderActivity BookColoring BookPicture Story bookGirlBoy27
  • Types of Books Purchased for Kids (7 - 12)10%11%13%12%20%31%34%36%66%7%9%9%12%17%36%33%33%72%0% 10% 20% 30% 40% 50% 60% 70% 80%Interactive bookReference BookGraphic NovelBible/Prayer BooksPicture/Story BookActivity BookLeveled ReaderNon-Fiction BookSeries Chapter BookGIRL (487)BOY (519)28
  • What were important factors in getting book (0 to6)…For girls…… For boys…….8%12%18%23%35%40%39%41%7%7%5%8%10%25%39%46%0% 20% 40% 60% 80% 100%I just needed to picksomething fastCelebrity authorThere was "buzz" aroundthis bookYou liked thesize, packaging, bindingThe title or cover caughtyour attentionIt was a good priceYour child likes thecharacter or seriesTopic, story, subjectinterested your childBoys 0 to 6MajorfactorCriticalfactor8%9%16%23%34%43%34%40%2%2%4%7%10%21%40%41%0% 50% 100%Celebrity authorI just needed to picksomething fastThere was "buzz"around this bookYou liked thesize, packaging, bi…The title or covercaught your…It was a good priceYour child likes thecharacter or seriesTopic, story, subjectinterested your childGirls 0 to 6MajorfactorCriticalfactor29
  • What were important factors in getting book (7 to 12)For girls…… For boys…….7%8%15%19%33%44%38%45%1%2%3%5%7%20%41%43%0% 20% 40% 60% 80% 100%Celebrity authorI just needed to pick somethingfastThere was "buzz" around thisbookYou liked thesize, packaging, bindingThe title or cover caught yourattentionIt was a good priceYour child likes the characteror seriesTopic, story, subject or storyinterested your childGirls 7 to 12MajorfactorCriticalfactor8%10%18%21%36%41%35%38%4%4%5%8%10%23%43%48%0% 20% 40% 60% 80% 100%I just needed to picksomething fastCelebrity authorThere was "buzz" around thisbookYou liked thesize, packaging, bindingThe title or cover caught yourattentionIt was a good priceYour child likes the characteror seriesTopic, story, subject or storyinterested your childBoys 7 - 12MajorfactorCriticalfactor30
  • How many days a week do children read for fun?47%46%51%46%41%51%58%57%57%48%23%29%28%31%25%25%32%31%29%27%20%22%15%17%19%13%9%9%11%19%10%3%7%7%14%11%2%3%2%6%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Boys: 3 to 4Boys: 5 to 6Boys: 7 to 8Boys: 9 to 10Boys: 11 to 12Girls: 3 to 4Girls: 5 to 6Girls: 7 to 8Girls: 9 to 10Girls: 11 to 125 to 7 days 3 to 4 days 1 to 2 days Less than 1 day31
  • Section 2: Takeaways• Moms more comfortable picking booksfor girls• Parents seek more input for boys• Non-fiction critical category for boys• Boys pleasure reading peaks at 7-8• Girls pleasure reading peaks at 9-1032
  • THE CHILD’S ENVIRONMENTSECTION 333
  • Usage Comparison – Kindle vs. iPad (of those whohave that device in the HH)Kindle eReader iPad0%10%20%30%40%50%60%70%80%90%Fall 11 Spring 12 Fall 12 Spring 13Parent(s) Children 0-6 Children 7-12 Teens0%10%20%30%40%50%60%70%80%90%100%Fall 11 Spring 12 Fall 12 Spring 13Parent(s) Children 0-6 Children 7-12 Teens34
  • Relative importance placed on….3.04.05.06.07.08.09.0Fall 11 Spring 12 Fall 12 Spring 13Print BooksTVKids DVDEduc sitesonline gamesvideo gamesmobile appsebooks35
  • Trends in activities done very/somewhat frequently63%21%14%13%36%14%39%27%18%59%19%15%13%36%20%39%30%22%60%22%18%16%37%28%40%35%26%60%19%18%16%38%33%39%35%30%0%10%20%30%40%50%60%70%Read bookfor funRead printmagazineRead ebookson dedicatedreaderRead ebookson tabletplay gamesonlineplay gameson tabletplay gameson gameconsolewatch videosonlinewatchstreamingvideos(Netflix)Fall 11 Spring 12 Fall 12 Spring 1336
  • Percent saying their kids have done the followingaround the most recent book they read…..(all kids)17%18%17%10%22%15%15%0%15%16%15%8%19%14%12%0%14%15%12%8%18%14%11%10%10%12%9%7%14%11% 11%9%0%5%10%15%20%25%gone tobook/authorwebsiteread sample ofbook onlinevisited fanwebsiteparticipated inblog/chatgone to websiteabout otherbooks byauthor/seriesread onlinereviewswrote their ownreview of bookparticipated inbook reading clubFall 11 Spring 12 Fall 12 Spring 13What is going on here?!?37
  • Percent saying their kids have done the followingaround the most recent book they read…..(7 – 12)19%19% 18%10%26%17%15%0%17%18%17%8%24%14%12%0%16% 16%13%8%20%14%12%10%11%12%10%6%16%11% 11%8%0%5%10%15%20%25%30%Gone tobook/authorwebsiteRead sample chapterof book onlineVisited a fan website Participated inblog/chatGone to website tofind out about otherbooksRead online reviewsabout the bookWrote a reviewabout the bookParticipated in abookdiscussion/readingclubFall 11 Spring 12 Fall 12 Spring 13WTF?!?38
  • Do the parents read ebooks?27%39%43% 43%73%61%57% 58%0%10%20%30%40%50%60%70%80%90%100%Fall 11 Spring 12 Fall 12 Spring 13NoYes39
  • How do you prefer that your kids read?69% 67% 65% 67%5%5%6%6%26% 28% 29% 27%0%10%20%30%40%50%60%70%80%90%100%Fall 11 Spring 12 Fall 12 Spring 13No preferenceIn ebook formatIn print40
  • How likely you/your kids (0 to 6) to do each of thefollowing around a book they read?63%62%53%50%48%46%45%41%24%14%15%20%20%19%17%16%19%13%14%15%17%19%21%22%24%25%33%7%6%8%8%9%10%10%12%22%2%3%3%4%3%4%6%4%8%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Tweet about a book youre reading or just readPost an AMZ reviewLook at a YouTube trailer for a bookPost a review on a book review siteWrite a Facebook post about a book youre reading or just read"Like" a book on Facebook"Like" an author on FacebookClick on an online ad for an author or subject that interests youFollow a series that your child likesNot at all likely Probably not likely Somewhat likely Very likely Already do this41
  • How likely you/your kids (7-12) to do each of thefollowing around a book they read?67%65%54%53%49%45%43%37%21%14%16%18%20%19%18%18%22%14%10%10%18%17%20%22%23%26%31%6%6%8%8%9%10%11%12%23%3%4%3%3%4%5%6%4%11%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Post an AMZ reviewTweet about a book youre reading or just readLook at a YouTube trailer for a bookPost a review on a book review siteWrite a Facebook post about a book youre reading or just read"Like" a book on Facebook"Like" an author on FacebookClick on an online ad for an author or subject that interests youFollow a series that your child likesNot at all likely Probably not likely Somewhat likely Very likely Already do this42
  • Section 3: Takeaways• Mobile app use becoming > important• Tablet games & video streaming on rise• Book-related online activities in decline• Parent’s e-reading behavior flat• Parent’s print –vs– ebook preference flat43
  • BEYOND KID’S BOOKS – THEWORLD OF KIDS APPSSECTION 444
  • Access to Devices with Apps?43%59% 61%68% 65%58%62%66% 67% 70%57%41% 39%32% 35%42%38%34% 33% 31%0%10%20%30%40%50%60%70%80%90%100%Boys: 3to 4Boys: 5to 6Boys: 7to 8Boys: 9to 10Boys: 11to 12Girls: 3to 4Girls: 5to 6Girls: 7to 8Girls: 9to 10Girls: 11to 12NoYes45
  • Access to Devices with Apps?Shows percent of parents who said “Yes” their child has access to devices with apps.40%32%43%58% 59%62%61%66%68% 67%65%70%0%10%20%30%40%50%60%70%80%Boys: 0to 2Girls: 0to 2Boys: 3to 4Girls: 3to 4Boys: 5to 6Girls: 5to 6Boys: 7to 8Girls: 7to 8Boys: 9to 10Girls: 9to 10Boys: 11to 12Girls: 11to 1246
  • Are they allowed to download apps on their own?1% 4% 4% 8% 10%0%5% 4% 5% 9%15%16%28%41%47%49%0%20%30%41%49%48%83%69%55%45% 41%0%75%66%54%43%36%0%10%20%30%40%50%60%70%80%90%100%Boys: 3to 4Boys: 5to 6Boys: 7to 8Boys: 9to 10Boys:11 to 12Girls: 3to 4Girls: 5to 6Girls: 7to 8Girls: 9to 10Girls: 11to 12No, I downloadthemYes, but withparental OKYes, with littlerestriction47
  • Approximately what % of the Apps are….69%55%51%47%54%0%64%55% 56%48% 48%23%25% 33%33%31%0%31%29% 29%31%37%6%16%13%17%13%0%3%17% 13%16%12%2%3% 2% 2% 3%0%1% 0% 2% 4% 3%0%10%20%30%40%50%60%70%80%90%100%All Paidmostly paidEqual free/paidMostly freeAll free48
  • Parental attitudes toward apps: Age comparisonData shows combination of those that agree somewhat and fully agree with the statement54%47%52%33%43%56%66%69%69%65%30%39%48%67%66%63%52%57%59%71%0% 10% 20% 30% 40% 50% 60% 70% 80%I feel my child listens to me when I ask them to stop playing anappApps are a lifesaver when I need my child to be occupiedI dont mind my child playing appsApps are not good for kids at this age--they are no more than"digital babysitters"My child plays apps socially with their siblings and/or theirfriendsI am concerned about privacy issues that companies collectwhen my child downloads an appI have reservations about how much time my kids spendplaying appsI would rather have them doing other things than playing appsApps are great for kids when they help them learn to readand/or teach moral lessonsI feel apps are a totally fine activity for my child at appropriatetimes7 to 120 to 649
  • How frequently do your kids download apps?3%4%2%3%3%2%5%2%4%5%6%10%7%10%6%6%5%6%10%12%6%13%16%24%21%6%9%15%26%23%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Boys: 3 to 4Boys: 5 to 6Boys: 7 to 8Boys: 9 to 10Boys: 11 to 12Girls: 3 to 4Girls: 5 to 6Girls: 7 to 8Girls: 9 to 10Girls: 11 to 12All the time Very frequently A few times a week50
  • When are they allowed to play with apps?8%7%8%8%8%6%9%7%7%13%33%39%41%50%51%57%60%64%64%59%59%54%51%42%42%38%31%30%30%28%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Boys: 3 to 4Girls: 3 to 4Boys: 5 to 6Girls: 5 to 6Boys: 7 to 8Girls: 7 to 8Girls: 9 to 10Boys: 9 to 10Boys: 11 to 12Girls: 11 to 12Anytime they want With some restrictions At very limited times51
  • Whats important in an app for Kids 0 to 6?16%21%32%33%39%44%44%47%54%49%24%19%9%6%4%16%15%11%7%8%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Is based on a series or character they likeHelps them with social skillsHelps them readIs funIs educationalCritical Somewhat important Less important Not important52
  • Whats important in an app for Kids 7 and older?15%19%28%32%32%42%45%47%56%52%29%22%14%7%9%15%14%12%6%7%0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%Is based on a series or character they likeHelps them with social skillsHelps them readIs funIs educationalCritical Somewhat important Less important Not important53
  • When do they usually play with apps?2%4%9%11%11%15%25%26%30%40%45%5%8%20%18%8%11%23%37%28%33%55%0% 10% 20% 30% 40% 50% 60%Before schoolWhenever they wantWhen they are with their friendsBefore bedOther, please specifyI dont let them use appsWhen we are waiting in line or at a restaurantWhen they are boredWhen they need a distractionWhen I need them to keep busy while I do something elseWhen in the car7 to 120 to 654
  • Do they play alone or with others?3%0%35%24%7%5%18%19%0% 5% 10% 15% 20% 25% 30% 35% 40%Play with friends (in person)Play with friends (remotely)Play with parentPlay with siblings7 to 120 to 655
  • How satisfied are you with the time they spend onApps?26%41%26%3%5%18%43%27%7%5%0%5%10%15%20%25%30%35%40%45%Very satisfied Mostly satisfied Neutral/unsure Less than satisfied Not at all satisfied0 to 67 to 1256
  • Would you spend more money on apps for your kidsif they demonstrated better learning outcomes?23%52%25%0%10%20%30%40%50%60%Yes, definitely Maybe, depending on howconvinced I amNo, I think our needs are met withwhat we are currently spending57
  • Section 4: Takeaways• Girls getting earlier & deeper access to devices• Free apps are majority of app downloads• Parents little ambivalent about 7-12 app behavior• Overall parents relatively positive about apps58
  • TEENAGERSSection 659
  • Devices teenagers use on a regular basis (last 4waves, overall)0% 10% 20% 30% 40% 50% 60% 70% 80% 90%A Kindle e-readerAn iPadAnother type of Smart PhoneAn iTouchAn iPhoneA simple cell phone (no video, gaming, apps)Cable TV boxA video game systemA home computer (not laptop)A laptopA televisionSpring 13Fall 12Spring 12Fall 1160
  • Role of Books compared to other media(3 year trend, overall)21%26%22%20%18%44%43%44%47%43%34%31%34%33%40%0%5%10%15%20%25%30%35%40%45%50%Total Fall 11 Spring 12 Fall 12 Spring 13A more important roleAn equally important roleA less important role+9%-9%61
  • How often have teenagers….10%15%20%25%30%35%Fall 11 Spring 12 Fall 12 Spring 13…..read book not for school?Not at AllOnce or twiceFairly oftenVery often62
  • How often have teenagers….0%10%20%30%40%50%60%70%80%Fall 11 Spring 12 Fall 12 Spring 13...read an ebook?Not at AllOnce or twiceFairly oftenVery often63
  • Overall YA Format preference by wave:42% 41% 43%21%25% 24%28%34%21% 22%18%25%3% 4% 3%14%1% 2% 2%5%8% 7% 5%2%0%10%20%30%40%50%60%70%80%90%100%Fall 11 Spring 12 Fall 12 Spring 13Dont knowI strongly prefer e-booksI generally prefer e-booksI have no preferenceI generally preferprint, books but areopen to e-booksI strongly prefer printbooks64
  • Section 5: Takeaways• iPhone & iPad continue gains• Some shift in perceived value of books• Teens reading less for pleasure• Teen e-book usage flat• Teen attitudes toward e-books on rise65
  • THANK YOU!MarketResearchKristen McLeanProject Editor@BKGKristenCarl KuloProject Analyst@Bowker@BKGKristen