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Target your sales and marketing efforts to where they need to be! The more you know about the readers and consumers of the books you are writing, the better you can strategically align your marketing ...

Target your sales and marketing efforts to where they need to be! The more you know about the readers and consumers of the books you are writing, the better you can strategically align your marketing efforts and promote your books. Experts will provide a thorough demographic breakdown of the buyers of eBooks and print books by the key book subjects of interest for self-published authors. Also discussed is the current overview of the book publishing industry by the numbers today. Key takeaways include; understanding who are the buyers of the key self-published genres are, how book buyers are discovering new titles, key differences between consumers of print and eBooks, and how to identify the key trends in book publishing today.

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  • Thank everyone for coming Introduce your self and title Why we have these Discussion Series:PW Discussion series are designed to explore the future of book publishing and address hot-button issues with leading experts in the field. Each panel will be moderated by a PW editor and will look at the challenges and opportunities facing the publishing industry.Today we are exploring Trends in Consumer Book-Buying. Panleist with us today are: Jim Milliot – Co- editorial Director, Publishers Weekly Karl Kulo- U.S. Director, Bowker Market research A few Housekeeping rules: You all should have received a packet with the slide from today presentation There is a survey in your packet please make sure to provide us with your feed back at the end of this discussion There will be a Q and A proceeding so save your questions till then Let get started…..
  • In the US, we go out to 6,000 book buyers each month to ask them a series of very detailed questions about their book purchases. We also find out a lot about each book buyer too. This builds up into a huge database of purchasing and purchaser metrics, which we analyze on behalf of our subscribers.
  • In the US, we go out to 6,000 book buyers each month to ask them a series of very detailed questions about their book purchases. We also find out a lot about each book buyer too. This builds up into a huge database of purchasing and purchaser metrics, which we analyze on behalf of our subscribers.
  • Ladder image, need for higher level senior HS materials
  • Ebooks have impacted all other formats (except audio). Hardcover was impacted initially , esp in Q1 11. MMP is half of what it was, and has been declining more steadily as “pulp fiction” paperbacks give way to ebooks in Romance and Crime.
  • This chart shows the trends in specific categories (in CAPS) and genres, from less e-book oriented (graphic novels, travel, children’s, cookery) to most e-book oriented (crime and romance broke 50% of units in the 4th quarter). Notice some disciplines were more likely to snap back to print, especially childrens and non-fiction, while consumable non-fiction moved more solidly to e.
  • So, where do consumers go to acquire their e-books?Here are the top 5 sources…
  • So, where do consumers go to acquire their e-books?Here are the top 5 sources…

BEA 2013 -uPublishU at BEAU 06_01_13_bowker_template Presentation Transcript

  • 1. Get To Know Who Your Key Audience Is &Where To Reach Them!June 1, 2013
  • 2. Welcome to Publishers Weekly’sDiscussion Series.Trends in Consumer Book-BuyingJim Milliot Co-editorial Director, Publishers WeeklyCarl Kulo U.S. Director, Bowker Market Research#PwdscsrPublishersWeekly.com 1
  • 3. What we will show you this morning….• Highlights from forthcoming Annual Review• Drawn from Bowker’s Books & Consumers™ 2012 Tracker– to first give you a overview of book consumers (p and e)– then some insights into self published books specifically2
  • 4. BACKGROUND&METHODOLOGYWhere does this data come from?3
  • 5. Background to Bowker Market Research• Bowker PubTrack Consumer in the US merged with Book Marketing Ltd. (BML)in the UK in 2012 and became Bowker Market Research• Leading provider of market research and business intelligence on the globalbook market for:• Flagship survey Books & Consumers for tracking book/ebook purchases– US, from 2008– UK, from 1989 (and ebooks from August 2010)– Canada, from 2012 (through BookNet Canada)Publishers Book retailers Trade associationsLibraries Arts organizations Market analystsPublishersWeekly.com 4
  • 6. PublishersWeekly.comMethodology Books & Consumers U.S.Sample: 6,000 unique US book consumers per fieldingType: Online questionnaireFrequency: Monthly tracker studyLength: 75 questions about book and ebook purchasing,plus demographics and psychographics of book buyersAnnual sample: Nationally representative of US book buyers ~72,000 book consumers annually ~200,000 book purchases annually5
  • 7. PublishersWeekly.comOur partners…..MarketTools Inc. (MTi):• Panel management & data collection• Clients include: P&G, Microsoft, Bank of AmericaGMI (Kantar):• Data Processing & Software provider• Statistical Validation, Analysis, and WeightingBowker Bibliographic & Database Expertise• Bibliographic and Classification Data Match• Business Analysts6
  • 8. WHO ARE AMERICANBOOK BUYERS?Demographics7
  • 9. PublishersWeekly.com2012 saw increases in theyounger segments as 50Shades made an impact8
  • 10. PublishersWeekly.comWomen continue to dominate the book market,especially in units. Less so in Dollars9
  • 11. PublishersWeekly.comBook Buyers are Clearly “Middle Income”10
  • 12. 60% of Book Buyers were female63% had an annual household income of over $50,00055% were younger than 45and 61% were educated to degree levelKey characteristics of the US PRINTbook buyer in 2012PublishersWeekly.com 11
  • 13. 65% of Book Buyers were female67% had an annual household income of over $50,00060% were younger than 45and 64% were educated to degree levelKey characteristics of the U.S. eBook buyer in 2012PublishersWeekly.com 12
  • 14. WHAT TYPES OF BOOKS AREBOUGHT?Genres13
  • 15. PublishersWeekly.com 14
  • 16. PublishersWeekly.com*Adult Fictioncontinues todominate whatAmericansbuy, thoughAP/STM contributeto overall revenue15
  • 17. PublishersWeekly.com 16
  • 18. PublishersWeekly.com*YAcontinued tobenefit fromHungerGames…50Shadesreflected in“other”17
  • 19. WHERE ARE BOOKS BOUGHT?Channels18
  • 20. PublishersWeekly.com*E-CommerceNowDominates…..19
  • 21. PublishersWeekly.com*…especially so in Dollars20
  • 22. PublishersWeekly.com 21
  • 23. PublishersWeekly.com 22
  • 24. PublishersWeekly.com 23
  • 25. WHAT TYPES OF BOOKS AREPURCHASED?Formats24
  • 26. PublishersWeekly.com 25
  • 27. eBook trends in the USBased on Book BuyersBowker Market Research Books & Consumers Monthly Tracker26%21%0%5%10%15%20%25%30%Feb_…Mar…Apr_…May…June…July_…Aug_…Sept.…Oct.…Nov…Dec_…Jan_…Feb_…Mar…Apr_…May…June…July_…Aug…Sept…Oct_…Nov…Dec_…Jan_…Feb+…% read ebooks (daily/weekly) % book buyers who purchased an e-book (US)PublishersWeekly.com 26
  • 28. How has format adoption changed?Based on New Books PurchasedBowker Market Research Books & Consumers Monthly Tracker0%10%20%30%40%50%60%70%80%90%100%Q 12010Q 22010Q 32010Q 42010Q 12011Q 22011Q 32011Q 42011Q 12012Q 22012Q 32012Q 420124% 4% 6% 7%17% 18% 18% 20%26% 28% 29% 27%All otherEbookAudioHardcoverTrade PaperMass MarketPublishersWeekly.com 27
  • 29. PublishersWeekly.com 28
  • 30. eBook trends by genre (Q1 10 through Q4 12)13% 14%21% 21% 20%23%27%31%33%35%44% 43% 44%12% 13%15%20% 21%24%27%29%39% 40%44%50%54%0%10%20%30%40%50%60%Based on Books PurchasedBowker Market Research Books & Consumers Monthly Tracker29PublishersWeekly.com
  • 31. 42.140.930.032.034.036.038.040.042.044.046.048.050.0Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012Print EbookAverage Age of eBook Buyer over timePublishersWeekly.com 30
  • 32. #PwdscsrPublishersWeekly.com 31
  • 33. PublishersWeekly.com 32
  • 34. What about Self Publishing?PublishersWeekly.com#Pwdscsr33
  • 35. ISBN for Self-PublishersSome perspective about self publishing…PublishersWeekly.com #Pwdscsr34
  • 36. 263% Increase in Self Publishing in Past 5 Years!0100,000200,000300,0002006 2007 2008 2009 2010 201151,237211,269ISBN Count
  • 37. From Bowker’s Books-in-Print/Identifier Services• The number of self-published books produced annuallyin the U.S. has nearly tripled, growing 287 percent since2006, and now tallies more than 235,000 print and “e”titlesSome perspective about self publishing…PublishersWeekly.com #Pwdscsr36
  • 38. PublishersWeekly.com #Pwdscsr37• In 2012, self-published titles accounted for 3% of total marketshare in units and 1% of dollars spent.• These self-published books accounted for 8% of eBookpurchases throughout 2012, and 10% of all Adult Fiction eBooksbought.
  • 39. PublishersWeekly.com #Pwdscsr38• 39% of self-published eBooks bought in 2012 were downloadedto an Amazon Kindle and 22% to Kindle Fire• This compares to 37% and 18% respectively for eBooks overall.• Possibly the impact of CreateSpace??
  • 40. Limitless Self-Publishing Possibilitiesfor Aspiring Authors
  • 41. …And no lack of choices for PublishingPartners!Name 2006 2007 2008 2009 2010 2011CreateSpace 3,179 3,645 10,785 23,617 34,622 57,602Lulu EnterprisesInc. 2,682 6,344 8,654 10,605 20,242 30,019Xlibris 3,422 4,803 8,120 11,246 15,865 14,082Smashwords 63 2,163 11,295 40,549Authorhouse 7,472 6,856 7,444 9,629 9,621 15,876PublishAmerica 5,412 4,857 5,139 5,777 7,077 3,693IUniverse 4,144 5,412 4,660 5,620 5,641 8,366IndependentPublisher 66 347 291 1,908 2,970 3,485Trafford 1,770 1,078 743 1,674 2,282 3,281Outskirts Press 717 1,265 1,532 1,595 1,577 1,482Xulon Press 1,067 1,500 1,673 1,467 1,461 1,491All others 21,306 28,427 24,514 20,278 20,383 29,161TOTALS 51,237 64,534 73,618 95,579 133,036 211,269
  • 42. Small Publishers <10 Published ISBNs12,43013,828 13,865 15,12316,83320,99705,00010,00015,00020,00025,000Small Publishers2006 2007 2008 2009 2010 2011
  • 43. Over 12 Copies Sold!Micro NichePublishing inthe land oflimitlesschoices43
  • 44. Gender45© Bowker Market Research Books & Consumers Monthly Tracker 2012Self-Published All Books0% 50% 100%Espionage/ThrillerFantasyMystery/DetectiveLiterary/ClassicsRomanceAdult FictionAll Self-Published Books27%30%19%42%10%27%29%73%70%81%58%90%73%71%Males Females0% 20% 40% 60% 80% 100%Espionage/ThrillerFantasyMystery/DetectiveLiterary/ClassicsRomanceAdult FictionAll Books39%42%26%31%9%32%36%61%58%74%69%91%68%64%Males Females
  • 45. Demographics – gender & age46© Bowker Market Research Books & Consumers Monthly Tracker 20120%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+ Years29%71%4%18%29%19%18%12%36%64%6%23%27%16% 15% 14%27%73%4%19%27%18% 20%13%32%68%4%21%24%16% 17% 17%All Self Published Books All Books Self-Published Adult Fiction All Adult Fiction
  • 46. As with ebooks buyers overall, women rule!• 70% of self-published eBooks were bought byfemales, compared to 70% for traditional published eBooks.• 22% of all self –published eBooks were bought by women aged30-44.47
  • 47. Demographics – income:Self publisher buyers line up close to buyers overall48© Bowker Market Research Books & Consumers Monthly Tracker 20120%10%20%30%40%50%60%70%80%90%100%All Self PublishedBooksAll Books Self-Published AdultFictionAll Adult Fiction13% 14% 13% 13%12% 11% 13% 11%17% 15% 16% 16%24% 23%25% 24%17%16%16%16%13%13%12%13%5% 7% 5% 6% $150.0 and over$100.0 - 149.9K$75.0-99.9K$50.0-74.9K$35.0-49.9K$25.0-34.9K<$25.0K
  • 48. Self-Published Major Genre Market Share49© Bowker Market Research Books & Consumers Monthly Tracker 201263%14%10%7%6%1%Adult FictionAdult Non FictionChildrensAcademic & ProfessionalReligionScientific, Technical, Medical
  • 49. Top Self-Published Fiction Genres50© Bowker Market Research Books & Consumers Monthly Tracker 20120.0% 5.0% 10.0% 15.0% 20.0% 25.0%Espionage/ThrillerFantasyMystery/DetectiveLiterary/ClassicsRomance9.1%9.2%13.7%17.5%22.4%5.7%5.8%8.7%11.1%14.2%% All Self-Published% Adult Fiction
  • 50. Non-Fiction:Non-fiction purchases that were relatively more likely to be fromself-published authors include:• Biography/Autobiography (22% of Non-Fiction)• Cooking (13% of Non-Fiction)• Self-Help (10% of Non-Fiction).51
  • 51. Print Vs. E-book split:Self Published books far more likely to be in ebook form.Ebooks have driven the self-publishing “boom”52© Bowker Market Research Books & Consumers Monthly Tracker 20120% 50% 100%Espionage_ThrillerFantasyMystery_DetectiveLiterary/ClassicsRomanceAdult FictionAll Self PublishedBooks10%10%9%21%10%14%25%90%90%91%77%90%86%74%Print eBook0% 50% 100%Espionage/ThrillerFantasyMystery/DetectiveLiterary/ClassicsRomanceAdult FictionAll Books68%54%50%58%52%60%67%30%42%48%40%47%38%27%Print eBookSelf-Published All Books
  • 52. Discovery….From our tracker(2012 – all formats)53© Bowker Market Research Books & Consumers Monthly Tracker 2012AWARENESSAll Self-PublishedSelf-Published AdultFictionOnline - Retailer recommendation on a retailerswebsite (e.g. Amazon.com)11% 13%Online - Read an excerpt from the book 11% 13%In-person - Received recommendation from afriend/relative10% 7%Online - Customer Review (e.g. on a retailerswebsite)8% 9%Online - Email From Retailer 6% 7%Online - Read about author/book on a blog 5% 4%
  • 53. Planned vs. Impulse:Self-published books more apt to be impulsive54© Bowker Market Research Books & Consumers Monthly Tracker 20120%10%20%30%40%50%60%70%80%90%100%All Self-Published BooksAll Books Self-PublishedAdult FictionBooksAll Adult FictionBooks33%38%27%34%19%23%19%24%21%18%25%22%27%20%29%21%Not Planned, Impulse purchasePlanned a book at that specific time, butnot specific bkPlanned this specific book, but not at thatspecific timePlanned this specific book at that specifictime
  • 54. Planned vs. Impulse - eBooks55© Bowker Market Research Books & Consumers Monthly Tracker 20120%10%20%30%40%50%60%70%80%90%100%All Self-PublishedeBooksAll eBooks Self-PublishedAdult FictioneBooksAll AdultFiction eBooks23%35%23%33%15%25%16%25%28%17%29%19%34%23%32%22%Not Planned, Impulse purchasePlanned a book at that specific time, butnot specific bkPlanned this specific book, but not atthat specific timePlanned this specific book at that specifictime
  • 55. How do people discover self-published books?Self-published books were more likely than average to be impulsebuys, and tended to be discovered while browsing• We believe this is happening because of various“serendipitous” opportunities where discovery happens (saw alink in a blog or tweet, etc.)• So we asked them…….56
  • 56. We ask what drove them to a self published book…top responses573%5%6%6%9%11%11%15%25%47%58%0% 10% 20% 30% 40% 50% 60% 70%NoveltyCoverBestseller listChance to support independent authorsExternal/impartial review of bookAuthor pitch/emailRecommendation from someone I knowFree Sample of bookDescription of bookPriceWhat factors influenced your purchase of a self-published e-book? Please select all that apply.Based on a custom question asked in our tracker
  • 57. PERCEPTIONS OF SELF PUBLISHINGData from a sample of ebook buyers in our monthly tracker, June 201258
  • 58. Identified self publisher buyers via these questions:Have you ever purchased a self-published e-book? (out of 660ebook buyers)– Dont know: 20.3%– No 73.2%– Yes 6.5%If don’t know, Do you recall purchasing an e-book from a publishersuch as CreateSpace. PubIt! Or Smashwords (as opposed to morewell-known publishers as Penguin, Random House or Harlequin?- Dont know 13.5%- No 82.3%- Yes 4.2%59
  • 59. For those who haven’t, why not?6017%54%4%21%4%0% 10% 20% 30% 40% 50% 60%Dont know whether or not I purchased oneHavent encountered oneOther, please specifyTitles offered didnt interest meWould be afraid of it being of too low quality
  • 60. Do you typically know the publisher of an ebookyou’ve purchased?6125%76%YesNo
  • 61. Which is most true about your decision to buy an e-book?623.5%17.3%79.2%0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0%I am less inclined to buy ebooks from a publishersthat I have heard ofI am more inclined to buy ebooks from a publishersthat I have heard ofThe publisher is irrelevant to my decision to buy aparticular e-book
  • 62. Percent answering “True” to the following:6328%80%70%0% 10% 20% 30% 40% 50% 60% 70% 80% 90%Expect lower qualityGood way to try a new authorMore forgiving/willing to experiment iflow cost
  • 63. Price is a major challenge for self-published authorsWhat prices are self-published authors able to get fromconsumers?• 58% of self-published books were purchased for less than $1 in2012.• For self-published eBooks 74% were purchased for less than $164
  • 64. But that same low price is a major opportunity forself-published authors• Low price really means “low risk”• “No harm in trying”65
  • 65. Q & APublishersWeekly.com*Proceeding the Q &A, please complete the brief survey located in your program.66
  • 66. Want more information?Go to www.bookconsumer.com67
  • 67. Want more information?Go to www.bookconsumer.com68
  • 68. Want more information?Go to www.bookconsumer.com69• And coming soon – by July 1:–“Genre Lite Reports”• What you should know about your genre– at an affordable price!• See who buys in your genre (demographics)• Where they buy books• Why they buy books and how they discover them• And more
  • 69. THANK YOU!MarketResearchJim MilliotProject EditorCarl KuloProject Analyst