Jo Henry, Director    Bowker Market ResearchInternational ebook sales & trends  BEA Constellation Presentation          Ju...
US and UK ebook overview
November 19, 2007
March 12, 2010
Dedicated eReaders are the device of choice in the USSource: BISG Consumer Attitudes Study
And dedicated eReaders have now surpassed PCs as device  used most often in UK     Chart Title                      60    ...
In late 2010 eBooks took off the launch pad in the US…                       % of book buyers who purchased an eBook14%12%...
But what does the future hold?                       % of book buyers who purchased an eBook20%                           ...
Genre share of eBook market in US (vol) 30%                                                                               ...
Genre share of eBook market in UK (vol)      25                                                                           ...
Ebook volume share by age of buyer (USA)   25%   20%                                                                      ...
Ebook volume share by age of buyer (UK)    8     7                                                                        ...
Sponsors
GeM Details & Methodology• 10 country study:  Australia, Brazil, France, Germany, India, Japan, South  Korea, Spain UK and...
EBOOK PENETRATION
World-Wide eBook penetration                                            Est. % of total popCountry      Total pop   % wit...
World-Wide eBook penetration                      % of respondents purchasing eBook in past 6 months                      ...
Free as a driver in emerging markets       % of respondents downloading FREE eBook in past 6 months                       ...
Penetration Findings• Much of the world is on par now with US in  access to and experience with eBooks• ‘Free’ in emerging...
FUTURE GROWTH POTENTIAL
Future digital behaviour – buying of ebooks                                                            Very likely (4)   F...
Future digital behaviour – downloading freeebooks                                                                Very like...
Future digital behavior – no interestCountry                     No interest past or                                  fut...
DEVICES & DOWNLOADING
Devices used most often for ereading       PC/laptop        Tablet           Smartphone          Ereader                  ...
eBook purchase sources      Amazon/Kindle                                       Publishers                                ...
COUNTRY DEMOGRAPHICS
Indian eBook buyer profile    • Male – 58%    • 25 – 34 years of age – 34%    • Lives in city    • College Grad    • Works...
Brazilian eBook buyer profile      • Female – 52%      • 25 – 34 years of age – 36%      • Lives in city      • College Gr...
UK eBook buyer profile   • Female – 56%   • 55+ years of age – 33%   • Lives in small town/rural   • College Grad   • Work...
German eBook buyer profile     • Male – 67%     • 55 + years of age – 28%     • Lives in city     • College Grad     • Wor...
Closing thoughts…• Other countries are fast catching the US up in their per capita  use and desire to read eBooks – but wi...
GeM reports available :                 All Country Comparison free report                 available now from participants...
Global eBooks Monitor Presention at BEA, June 2012
Upcoming SlideShare
Loading in …5
×

Global eBooks Monitor Presention at BEA, June 2012

2,651 views
2,453 views

Published on

Comparison of ebook take up in 10 different countries around the world in early 2012.

Published in: Education, Business
0 Comments
5 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,651
On SlideShare
0
From Embeds
0
Number of Embeds
10
Actions
Shares
0
Downloads
98
Comments
0
Likes
5
Embeds 0
No embeds

No notes for slide
  • Is this where we are? Is the line curving up? Let’s go to the data.
  • The data shows a slightly different story. To be clear, there was growth. But as 2011 wore on, the curve flattened out.
  • Is this where we are? Is the line curving up? Let’s go to the data.
  • Is this where we are? Is the line curving up? Let’s go to the data.
  • Is this where we are? Is the line curving up? Let’s go to the data.
  • Let’s look first at ebook penetration within the different populations. You will see here that it varies from 10% in India to 90% in Australia – the highest among this sample. So that if you extrapolate from the % of the internet population who say they have purchased an ebook in the six months prior to interview back to the total population, this ranges from 19% of Australians to 2% of Indians.
  • Among online adults (18+), however, we can see that the greatest percentage of ebook buyers among the sample was in India, at 24% just ahead of Australia, the UK and the USA. Bringing up the rear are Japan and France. The Japanese figures might seem strange, as this is a market that has been very receptive to manga, often read on a mobile device. However, the answer to this probably lies in our definition of an ebook as: A complete book in digital format, read on either a dedicated ereader or a multifunction electronic device. 
  • We see free econtent is an important driver to engage potential buyers in the ebook market. As you’ll see here, over half the Indian respondents have downloaded a free ebook in the last six months, with the Brazilian and South Korean markets almost as active.
  • So, what does this show? That there are quite a number of countries round the world who are up there with the US – traditionally seen as a leader in this market – on their experience of and desire for ebooks. But being a high tech country does not necessarily equate into being an ebook ready country – see France and Japan. And whilst only 2% of the India population has so far purchased an ebook, with their huge population the number of people who have done so are much greater than those in the UK, where penetration is so much higher. 
  • We asked about people’s intention to pay for digital content in the future. The numbers of people buying an ebook in Australia, UK and USA could grow by around 50%: from around 20% to around 30% doing so by the second half of the year. France looks set to overtake Japan in ebook adoption – but at still quite a low level (albeit with high growth rates). India and Brazil are the most involved countries, with the proportion buying an ebook in India set to double, and in Brazil to triple, over the next six months, to over 50% of the online population in both cases. 
  • And there’s a similar pattern for future free downloading too, with over three-quarters of those in Brazil and India saying they are likely to download an ebook for free in the next six months. 
  • Japan at 72% and France at 66% have the greater proportion who have no interest, past or future, in downloading e books, with India, Brazil the most interested overall – and some of the more mature markets (USA, UK) showing a potential to slow down.
  • We have a very crowded ebook reader market.....
  • and we have seen in both the UK and the US growth when a new ereader launches – and particular growth around the Christmas peaks
  • The devices used for ereading varies hugely by country: we can see that India and Brazil are still relying heavily on pcs and laptops, with tablet use greatest in the USA and France, followed by Australia. Smartphone are important to S. Korea, whilst the dedicated ereading device has made a big impact in both the US and the US, but has yet to do so in many other markets.
  • Not surprisingly, the dominance of dedicated ereaders (Kindles) results in Amazon dominating the US and the UK ebook markets too – used most often as their source of purchase by around two-thirds of ebook buyers. Amazon is important to all markets except S. Korea and Brazil. Other countries have very varied patterns: for example, India’s main source is publishers websites, while in France the websites of high street chains slightly outperform Amazon.
  • Global eBooks Monitor Presention at BEA, June 2012

    1. 1. Jo Henry, Director Bowker Market ResearchInternational ebook sales & trends BEA Constellation Presentation June 7th, 2012
    2. 2. US and UK ebook overview
    3. 3. November 19, 2007
    4. 4. March 12, 2010
    5. 5. Dedicated eReaders are the device of choice in the USSource: BISG Consumer Attitudes Study
    6. 6. And dedicated eReaders have now surpassed PCs as device used most often in UK Chart Title 60 Dedicated e-reader Device used most often PC (desktop, laptop, netbook) 60 50 iPad/other tablet 40 Smartphone 50 Axis Title 30 40 20 30 10 20 0 Aug 2010 Feb 2011 Nov 2011 Mar 2012 10 Axis Title 0 Aug 2010 Feb 2011 Nov 2011 Mar 2012Source: Bowker Understanding the Digital Consumer
    7. 7. In late 2010 eBooks took off the launch pad in the US… % of book buyers who purchased an eBook14%12% 13%10% 8% 6% 4% 3% 2% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker US Market UK MarketSource: Bowker Books & Consumers
    8. 8. But what does the future hold? % of book buyers who purchased an eBook20% 19% 15% 12% 10% 5% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker US Market UK MarketSource: Bowker Books & Consumers
    9. 9. Genre share of eBook market in US (vol) 30% Total Market 25% Mystery 20% Romance 15% Biography Cooking 10% Young Adult 5% Childrens Picture Book 0% Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011Source: Bowker Books & Consumers
    10. 10. Genre share of eBook market in UK (vol) 25 Romance 20 Crime/mystery YA 15 Biography % 10 Total Cooking 5 Childrens picture books © 2012, the Book Industry Study Group, Inc, R.R. Bowker 0 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011Source: Bowker Books & Consumers
    11. 11. Ebook volume share by age of buyer (USA) 25% 20% 18-29 Years 30-44 Years 15% 45-54 Years 10% Total 55+ 5% 13-17 Years 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011Source: Bowker Books & Consumers
    12. 12. Ebook volume share by age of buyer (UK) 8 7 18-29 6 55-79 5 Total % 4 30-44 3 45-54 2 13-17 1 © 2012, the Book Industry Study Group, Inc, R.R. Bowker 0 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011Source: Bowker Books & Consumers
    13. 13. Sponsors
    14. 14. GeM Details & Methodology• 10 country study: Australia, Brazil, France, Germany, India, Japan, South Korea, Spain UK and USA• Conducted online• Country sample* of >1000 persons 18+, designed and weighted to be representative of the adult population in terms of age, sex and region• So effectively only represents the populations with Internet access in each country• Fielded in early 2012 * India this was confined to the main cities
    15. 15. EBOOK PENETRATION
    16. 16. World-Wide eBook penetration Est. % of total popCountry  Total pop % with internet purchased ebook use m % %Australia 22 89.8 19Brazil 203 37.4 7France 65 69.5 3Germany 82 79.9 10India 1189 10.2 2Japan 127 80.0 6South Korea 49 82.7 12Spain 47 62.2 8UK 62 82.0 17USA 313 78.3 16
    17. 17. World-Wide eBook penetration % of respondents purchasing eBook in past 6 months 24 21 21 20 18 14 13 13 8 5 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
    18. 18. Free as a driver in emerging markets % of respondents downloading FREE eBook in past 6 months 53 47 42 32 33 30 25 23 11 11 Base: All online adults
    19. 19. Penetration Findings• Much of the world is on par now with US in access to and experience with eBooks• ‘Free’ in emerging markets still major source of access to eBooks• High-tech countries do not always equate to high eBook penetration – e.g. France and Japan• While only ~2% of Indian population has purchased an eBook – that number is > UK with 17% penetration
    20. 20. FUTURE GROWTH POTENTIAL
    21. 21. Future digital behaviour – buying of ebooks Very likely (4) Fairly likely (3) 29 31 23 17 16 14 21 14 29 12 23 9 18 17 16 15 10 9 6 4 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
    22. 22. Future digital behaviour – downloading freeebooks Very likely (4) Fairly likely (3) 25 28 33 28 22 19 54 17 19 52 17 34 24 15 25 22 20 17 11 6 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
    23. 23. Future digital behavior – no interestCountry  No interest past or future - %Australia 45Brazil 16France 66Germany 56India 11Japan 72South Korea 26Spain 38UK 52USA 59
    24. 24. DEVICES & DOWNLOADING
    25. 25. Devices used most often for ereading PC/laptop Tablet Smartphone Ereader Games console Other USA 23 29 11 36 1 UK 30 14 15 36 1 4 Spain 47 18 10 22 3S. Korea 37 18 39 4 3 Japan 59 12 20 11 7 India 76 9 11 23Germany 46 18 13 22 2 France 50 28 12 8 12 Brazil 72 14 8 2 4Australia 40 23 22 13 2 0 20 40 60 80 100 Base: All downloaderss
    26. 26. eBook purchase sources Amazon/Kindle Publishers Apple iBookstore/iTunes Indie booksellers High street chains Direct sellers/other USA 61 4 7 5 13 11 UK 66 4 11 3 6 10 Spain 30 14 7 10 17 23S. Korea 5 16 20 16 22 22 Japan 13 12 19 16 11 29 India 16 24 11 21 10 19Germany 43 12 10 12 7 16 France 26 12 20 5 27 11 Brazil 9 23 8 21 21 19Australia 35 10 23 8 8 17 0% 20% 40% 60% 80% 100% Base: All paid downloaders
    27. 27. COUNTRY DEMOGRAPHICS
    28. 28. Indian eBook buyer profile • Male – 58% • 25 – 34 years of age – 34% • Lives in city • College Grad • Works Full Time
    29. 29. Brazilian eBook buyer profile • Female – 52% • 25 – 34 years of age – 36% • Lives in city • College Grad • Works Full Time
    30. 30. UK eBook buyer profile • Female – 56% • 55+ years of age – 33% • Lives in small town/rural • College Grad • Works Full Time >25% not working
    31. 31. German eBook buyer profile • Male – 67% • 55 + years of age – 28% • Lives in city • College Grad • Works Full Time
    32. 32. Closing thoughts…• Other countries are fast catching the US up in their per capita use and desire to read eBooks – but will they follow the same pattern? Or will new models emerge?• Amazon plays a central role in US and UK eBook distribution, but other world regions tend to be more fractured…for now• Education and business genres are important in emerging world countries versus leisure genres in traditional Anglo markets• As devices become more affordable and content more pervasive to emerging economies…but will they have the infrastructure to make eBooks more available beyond a select few?
    33. 33. GeM reports available : All Country Comparison free report available now from participants: Angela Bole, Book Industry Study Group +1 646-336-7141 x11 or angela@bisg.org John Wicker, Tata Consultancy Services +1-973-452-7120 or john.wicker@tcs.com Jo Henry, Bowker Market Research 0207 831 1782 / jo@bookmarketing.co.uk Edoardo Bottai, A.T. Kearney +39 3493982741 or Edoardo.bottai@atkearney.com Individual country reports available from Bowker Market Research: £499 / $795 each

    ×