Your SlideShare is downloading. ×
Nielsen - Evolving Markets and consumer e-book purchasing behavior
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Nielsen - Evolving Markets and consumer e-book purchasing behavior

10,385
views

Published on

David Walter (Nielsen) shows some numbers about US, Europe and Italy.

David Walter (Nielsen) shows some numbers about US, Europe and Italy.

Published in: Education

0 Comments
6 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
10,385
On Slideshare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
126
Comments
0
Likes
6
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. EVOLVING MARKETSAND CONSUMER E-BOOK PURCHASING BEHAVIOUR David Walter 19 March 2013
  • 2. Copyright ©2012 The Nielsen Company. Confidential and proprietary. • Context • Consumer Confidence and International Print Book Markets • Connected devices adoption • US and Italy e-reader and tablet penetration • Manufacturer market share • The UK e-book market • E-book penetration and the rate of change • The value of the e-book and print book market • E-book pricing and the consequence for print book prices 2
  • 3. CONTEXT
  • 4. Copyright ©2012 The Nielsen Company. Confidential and proprietary. GLOBAL CONSUMER CONFIDENCE4
  • 5. CONSUMER CONFIDENCE INDEX – BOOKSCAN TERRITORIES Q4 2012 Nielsen Consumer Confidence Index 160 140 121 120 111 100 95 94 Global average = 91 89 79 76 80 65 60 46 39 40Copyright ©2012 The Nielsen Company. Confidential and proprietary. 20 0 Base : All respondents n=31972 5
  • 6. BOOKSCAN’S NINE INTERNATIONAL TERRITORIES A combined total of over 1 billion sales were measured in 2012Copyright ©2012 The Nielsen Company. Confidential and proprietary. 6
  • 7. BOOKSCAN’S NINE INTERNATIONAL TERRITORIES Only India showed year on year growth in 2012 – but the UK saw a shallow decline -7.2% -3.4% -10.3% -7.0% -9.3%Copyright ©2012 The Nielsen Company. Confidential and proprietary. 16.0% ? -6.3% -8.8% -3.7% 7
  • 8. INTERNATIONAL SECTOR TRENDS The Non-Fiction sector is seeing the sharpest declines in major territories Year-on-year volume sales change across broad sectors US UK ROICopyright ©2012 The Nielsen Company. Confidential and proprietary. IT AUS -20.0% -15.0% -10.0% -5.0% 0.0% 5.0% 10.0% Total Fiction Non Fiction Childrens 8
  • 9. THE UK E-BOOK MARKET
  • 10. Copyright ©2012 The Nielsen Company. Confidential and proprietary. 10% 12% 14% 16% 18% 20% 0% 2% 4% 6% 8% 23-Jan-11 20-Feb-11 20-Mar-11 17-Apr-11 15-May-11 Top-line overview 12-Jun-11 10-Jul-11 7-Aug-11 4-Sep-11 2-Oct-11 30-Oct-11 27-Nov-11 UK DIGITAL PENETRATION 25-Dec-11 22-Jan-12 19-Feb-12 18-Mar-12 Proportion of the UK population aged 13-79 that have bought an e-book: 2011-2012 15-Apr-12 13-May-12 10-Jun-12 8-Jul-12 5-Aug-12 2-Sep-12 30-Sep-12 28-Oct-12 25-Nov-12 23-Dec-1210
  • 11. EVOLUTION OF THE UK E-BOOK MARKET Value sales doubled year-on-year in 2012 Rolling 52-week value sales and year-on-year penetration growth 600% £180 Millions £160 500% £140 400% £120 £100 300% £80 200% £60Copyright ©2012 The Nielsen Company. Confidential and proprietary. £40 100% £20 0% £0 % Change Latest Year Previous Year 11
  • 12. UK 2012 VOLUME SALES Volume sales proportions by format Fiction Non-Fiction 8.4% 27.0% Children’s 6.5%Copyright ©2012 The Nielsen Company. Confidential and proprietary. physical books e-books 12
  • 13. UK 2012 VALUE SALES Value sales proportions by format Fiction Non-Fiction 3.9% 16.9% Children’s 4.7%Copyright ©2012 The Nielsen Company. Confidential and proprietary. physical books e-books 13
  • 14. THE UK FICTION MARKET E-books drive volume growth Fiction – 52 week rolling volume sales 120 2.4% Millions 100 80 -15.0% 60 40Copyright ©2012 The Nielsen Company. Confidential and proprietary. 20 25-Dec-11 23-Dec-12 Physical Books e-books 14
  • 15. THE UK FICTION MARKET E-books drive volume growth – but don’t deliver revenue growth Fiction – 52 week rolling value sales £600 -3.6% Millions £500 -13.4% £400 £300 £200Copyright ©2012 The Nielsen Company. Confidential and proprietary. £100 £0 25-Dec-11 23-Dec-12 Physical Books e-books 15
  • 16. E-BOOK AND PHYSICAL BOOK SELLING PRICES E-book prices have been driven down as penetration increases Rolling 52-week average selling price £7.00 £6.50 £6.00 £5.50 £2.38 £3.21 £5.00 £4.50 £4.00Copyright ©2012 The Nielsen Company. Confidential and proprietary. £3.50 £3.00 Physical Books ebooks 16
  • 17. Copyright ©2012 The Nielsen Company. Confidential and proprietary. KEY FINDINGS From our international markets, including the US, Italy and the UK • Print book markets worldwide continue to see decline • E-book sales data is not yet broadly available – consumer data helps to bridge this gap • US e-reader adoption is skewed towards an older, female demographic • Italian e-reader adoption is stronger among a younger, male demographic • In the UK e-books have rapidly taken a substantial proportion of the Fiction market, delivering volume growth – but this is not matched by revenue growth • Whilst e-books become increasingly significant for the Fiction market, the Non-Fiction and Children’s sectors have not kept up • E-book pricing is not only lower then physical books - it has been driven down as penetration has increased 17
  • 18. Copyright ©2012 The Nielsen Company. Confidential and proprietary. KEY CHALLENGES In the developing digital space • How can publishers maintain (and grow) revenue as the migration to digital brings a new pressure to deliver low prices? • How can publishers develop compelling digital content for the Non-Fiction and Children’s markets? 18
  • 19. david.walter@nielsen.com