1Exploring Children Digital BooksA Users’ perspectiveMarch 2013#NATIDIGITALIBORN-DIGITAL
2Conducted by:Purpose and Promoters Exploring the universe of children digital books in Italy, froma users’ perspective.In partnership with the Italian Library Organization (Associazione ItalianaBiblioteche - AIB), FattoreMamma and MediaLibraryOnLine (MLOL).
3The online questionnaire was spread by the promoters andpartners of the survey through: Newsletter Facebook Pages, Twitter Web sites, blogsThe survey has been conducted starting from January 2013.In 1,5 months 1000 questionnaires have been filled out.The survey: data collection
4Definition: what is a digital bookWith DIGITAL BOOK we intend all the following formats: Apps for mobile devices such as tablet and smartphones Pdf files ePub files and any other format that can be read on aneReader iBooks files files which can be read through a web browser
5Who responded87,8% women12,2% men Average age: 39 anni12.2%87.8%78.5%9.0%7.0%1.6%3.9%0% 20% 40% 60% 80% 100%PARENTTEACHER, EDUCATION…LIBRARIAN, BOOKSELLERPUBLISHER, ILLUSTRATOR,…OTHER
6Who responded: Education LevelHigh level of education: 68% has a degree or post degree diploma1.7%30.2%45.2%22.9% SECONDARY SCHOOLHIGH SCHOOLDEGREEPOST DEGREE
7Who responded: Age of Children37.0%54.2%44.2%17.8%0% 10% 20% 30% 40% 50% 60%0-2 YEARS3-5 YEARS6-10 YEARS11-14 YEARSAGE OF CHILDREN(AGE OF SONS/DAUGHTERS OR CHILDREN YOU DEAL WITH AS TEACHER OR LIBRARIAN)
8Who responded: PC and Mobile Devices 85% regularly uses a computer 53% a smartphone and 44% a tablet Only 29,3% of teachers and 25,9% of librarians regularly use a tablet.85.7%26.2% 30.7%8.2%13.8%27.3%0%10%20%30%40%50%60%70%80%90%PC/MAC IPHONE IPAD IPOD TABLETANDROIDSMARTPHONEANDROIDWHICH DEVICES DO YOU OWN AND REGULARLY USE? (MAX 3 OPTIONS)
9Use of digital books for children30% of respondents say they have already used digital books for children.As for librarians, only 25,7% say they have used them.30.3%69.7%HAVE YOU EVER USED A DIGITAL BOOK FOR CHILDREN (APP, PDF FILE, EPUBOR OTHER FORMATS FOR EREADER, IBOOKS...)?YES NO
10PC and Mobile devicesThe use of digital books for children is influenced by the access to atablet and an iPhone. A higher % of those who have never used digitalbooks indicate the computer as the device they regularly use.WHICH DEVICES DO YOU OWN AND REGULARLY USE? (MAX 3 OPTIONS)0%10%20%30%40%50%60%70%80%90%80.5%35.4%52.0%9.6%22.5% 27.8%88.1%21.9%20.7%7.6% 9.7%27.0%YES, I HAVEUSEDCHILDRENDIGITALBOOKSNO, I HAVENEVER USEDCHILDRENDIGITALBOOKS
11Why don’t you use digital books for children? Over 62% say they prefer paper books. Almost 14% did not know they existed, 17,9% dissent with the use.FOR WHICH REASON HAVEN’T YOU EVER USED CHILDREN DIGITAL BOOKS? (2 OPTIONS MAX)0%20%40%60%I DO NOT HAVEANY DEVICE TOREAD DIGITALBOOKS 23,7%I DID NOT KNOWDIGITAL BOOKSFOR CHILDRENEXISTED13,9%I HAVE NOT HADTHE CHANCE35,6%I PREFER PAPERBOOKS62,7%I DISSENT WITHTHE USE OFDIGITAL BOOKSBY CHILDREN17,9%OTHER4,6%
12Why don’t you use digital books for children? 44% of librarians and 33,3% of teachers (vs 23% of the wholesample) say they have nerver used digital books for children becausethey do not have any device to read them. The digital book is linked by respondents to mobiledevices.
13Why don’t you use digital books for children?The computer is not fit for the usain bed or on the sofa – the placesfor reading.Digital devices are used forgames. I would like to keepthe two things separate.The computer excites the child,while paper books induce thinkingand have a calming effect.I have not yet seen adigital book that is worthhaving.
14The FearsEVALUATION AVERAGE:TOTALLY AGREE= 4TOTALLY DISAGREE= 1YOU ARE AFRAID THE USE OF CHILDREN DIGITAL BOOKS MIGHT:1.0 1.52.02.53.03.54.0CAUSE POSSIBLE DAMAGES TO EYESIGHTLIMIT CONCENTRATION CAPACITYDETER IMAGINATION AND CREATIVITYMAKE YOU LOSE THE CONNECTION WITH REALITYDETER AUTONOMOUS READINGMAKE YOU LOSE THE MAGIC OF THE BOOKNO,I HAVE NEVER USED DIGITALBOOKS FOR CHILDRENYES, I HAVE USED DIGITAL BOOKS FORCHILDREN Over 78% of those who have never used digital books fear they mightmake you lose the “Magic of the book” Those who do use them are much less cautious.
15I am afraid digital books might…Make you lose the relationship with yourchild, the opprtunity to read a story withhim, answer his questions…Prevent the child fromexperiencing the physicalworld: the paper book is madeof different materials, can havepop ups and flip pages…Break the habit of doingthings slowlyBring psychologicaladdiction to digital devices
16What they should look like With a good graphic design and beautiful illustrations InteractiveACCORDING TO YOU, HOW IMPORTANT ARE THE FOLLOWING FEATURES IN A CHILDREN DIGITAL BOOK?EVALUTATION AVERAGEVERY IMPORTANT= 4ABSOLUTELY NOT IMPORTANT= 100.511.522.533.54INTERACTIVITY ANIMATION SPEAKERSVOICE(AUTOPLAY)MULTIMEDIA ILLUSTRATIONAND GRAPHICDESIGNYES, I HAVE USED CHILDREN DIGITAL BOOKSNO, I HAVE NEVER USED CHILDREN DIGITAL BOOKS
17The FormatsApps are the format most frequently used Over 51% say they use apps with their children very often or often. Over 65% say they use pdf never o occasionally; 71% nover or occasionally use ePub and 75% iBooks or browser files.EVALUTATION AVERAGE:VERY OFTEN= 4NEVER= 1IN WHICH FORMAT HAVE YOU USED DIGITAL CHILDREN BOOKS?1.01.52.02.53.03.54.0APPPDFIBOOKSEPUB OR OTHEREREADERFORMATSFORMATS FORINTERNETBROWSER
18The Formats Teacher mainly use Pdf and browser formats.This probably derives from the fact that 63% ofthem mainly uses the pc to read digital books forchildren. Librarians, too, mainly use Pdf files, followed byApps.
19Frequency of use The frequency of use is overall quite low. Over 51% of those who use digital books for children say they do it“occasionally”.HOW OFTEN DO YOU USE CHILDREN DIGITAL BOOKS?12.9%27.4%7.9%51.8%EVERY DAYEVERY WEEKEVERY MONTHOCCASIONALLY
20Devices68,6% use a tablet to read digital books for children.0%10%20%30%40%50%60%70%80%90%100%TABLETSMARTPHONEPC68.6%7.9%23.4%WHICH DEVICES DO YOU MAINLY USE TO READ DIGITAL BOOKS FOR CHILDREN?
21When do they use them 71% reads paper books at bedtime Digital books are mainly use to entertain kids while waiting or travelling(over 61%).WHEN DO YOU MAINLY USE CHILDREN DIGITAL BOOKS (MAX 2 OPTIONS)25.1%55.5%21.1%10.7%6.4%14.0%18.4%71.8%26.2%14.8%1.0%22.5%26.2%0%10%20%30%40%50%60%70%80%ATBEDTIMETOENTERTAINKIDSDURINGTRIPSORLONGWAITINGTIMESWHENIMOVEANDCANNOTBRINGBOOKSWITHMEDURINGTHEHOLIDAYSINTHECARINMYWORKWITHKIDSOTHERDIGITAL BOOKSPAPER BOOKS
22The role of the adultsYOUR CHILDREN (OR THE CHILDREN YOU DEAL WITH AS TEACHER/LIBRARIAN) MAINLY USEDIGITAL BOOKS:17.8%50.8%31.4%ALONEWITH AN ADULTALONE, BUT IN THEPRESENCE OF ANADULT
23What do they expect from a digital/paper book From a paper book: a good story, that inspires imagination From a digital book: the participation, the fun, the educationalpurposeEVALUTAION AVERAGEVERY IMPORTANT= 4ABSOLUTELY NOT IMPORTANT= 1HOW MUCH THESE FEATURES ARE IMPORTANT TO YOU?2.922.214.171.124.126.96.36.199.83.9THE STORY THE EDUCATIONALPURPOSETHE FUN THEPARTICIPATIONINSIPIRINGIMAGINATIONSTIRRINGINDEPENDENCEDIGITAL BOOKSPAPER BOOKS
24Sources for digital booksThey find digital books mainly through online reviews, followed byword of mouth and search engines.EVALUTAION AVERAGEVERY OFTEN= 4NEVER= 12.342.572.812.372.521.850.000.501.001.502.002.503.00ONLINE STORESTOP APP-EBOOK(APPSTORE, GOOGLEPLAY…)WORD OF MOUTH REVIEWS ONWEBSITES ANDDIGITALNEWSPAPERSREVIEWS INTRADITIONALPRESS AND TVSEARCHENGINES(GOOGLE...)TRAILERS ONYOUTUBE ANDWEB TVCHANNELS
25Contents qualityOver 72% of those who use digital books consider the content qualitygood or reasonably good.3.0%27.4%44.6%19.1%5.9%VERY GOODGOODREASONABLYGOODSUFFICIENT
26Critical ElementsThe limited availabilty of books in Italian is more critical, thanbook quality and access to digital stores.WHAT IS THE BIGGEST PROBLEM YOU MEET WHEN YOU LOOK FOR CHILDREN DIGITAL BOOKS?EVALUTAION AVERAGETOTALLY AGREE= 4TOTALLY DISAGREE= 111.522.533.54LIMITED AVAILABILITY OFCONTENTS IN ITALIAN IT IS DIFFICULT TO FINDGOOD QUALITY CONTENT IT IS DIFFICULT TO FINDYOUR WAY AROUNDDIGITAL STORES3.23.02.7
29Purchase MotivationGood reviews and images influence the purchase process.HOW MUCH DO THESE ELEMENTS WEIGH ON YOUR PURCHASE OF A DIGITAL BOOK FOR CHILDREN?EVALUTATION AVERAGEFULLY AGREE= 4TOTALLY DISAGREE= 111.522.533.54PUBLISHERREPUTATION STORY ANDCHARACTERSPOPULARITYIMAGES ANDSCREENSHOTS GOOD REVIEWS188.8.131.52 3.3
30Purchase WillingnessOver 55% is willing to spend 4,99 Euros for a good quality digital book.Only 15,8% download only free content.HOW MUCH ARE YOU WILLING TO SPEND ON A QUALITY DIGITAL BOOK FOR CHILDREN?15.8%3.6%9.2%15.5%30.7%16.2%8.9% NOTHING, I DOWNLOAD ONLY FREECONTENTUP TO 0,99 EUROSUP TO 1,99 EUROSUP TO 2,99 EUROSUP TO 4,99 EUROSUP TO 9,99 EUROSOVER 9,99 EUROS
31Purchase WillingnessQuality and availability of digital books in Italian are indicated asthe two key elements.27.0%29.3%52.7%42.7%8.7%6.7%4.3%YOU WOULD BUY CHILDREN DIGITAL BOOKS MORE OFTEN IF:THEY COST LESSTHEY WERE MORE EASY TO FINDTHERE WERE MORE GOODQUALITY PRODUCTSTHERE WERE MORE ITALIANTITLESIF PURCHASING PROCEDURESWERE EASIERI WOULD NOT, IN ANY CASEOTHER
32Digital books in foreign languages88% have downloaded digital books in a foreign language22.4%15.5%34.7%27.4%HAVE YOU EVER DOWNLOADED CHILDREN DIGITAL BOOKS IN ENGLISH ORIN OTHER FOREIGN LANGUAGES?YES, VERY OFTENYES, OFTENYES, OCCASIONALLYNO, NEVER
33A few starting points The importance of Quality Productions eBooks and Apps: a difference in perspective The part played by Publishers The part played by Libraries and Schools (and their workingtools) Working Together
34Promoters and partnersConducted by:In partnership with: