Dbw childrens monday 2012 final

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Dbw childrens monday 2012 final

  1. 1. Market Research Understanding the Children’sBook Consumer in the Digital Age A focused look at activities, purchasing influences and behaviors of today’s children’s book consumer Publisher’s Launch @ Digital Book World 2011 © 2012 Bowker – All rights
  2. 2. Methodology• Core questions about influences and activities• Collaborative effort among all subscribers• Proprietary questions for individual clients• Fielded October 7, 2011 through November 2, 2011• 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 1,000 Market Research © 2012 Bowker – All rights reserved
  3. 3. Context: Key findings from first wave• Books and reading are still very important• The inner circle rules—local influencers much more effective than outside influencers• Bookstores and libraries still VERY important in discovery• The majority of children’s book purchases are impulsive• Kids are omnivorous consumers of media• Teens not universal adopters of digital technology—they pick and choose what is useful to them. Market Research © 2012 Bowker – All rights reserved
  4. 4. Who buys children’s books?67% are female62% are between the ages of 18 & 44They tend to be squarely middle class76% have attended college Market Research © 2012 Bowker – All rights reserved
  5. 5. They are….• 5% more likely to play online games• 6% more likely to work online• 7% more likely to listen to digital music• 8% more likely to read blogs• 8% more likely to discuss books online• 10% more likely to watch TV on a computer …than adult fiction buyers Market Research © 2012 Bowker – All rights reserved
  6. 6. Key Insights0-12 Purchase & Acquisition Market Research © 2012 Bowker – All rights
  7. 7. Children have big consumer power Where do you find out about titles for children 0-6? And 7 -12 Market Research © 2012 Bowker – All rights reserved
  8. 8. Children have big consumer powerFor the last book purchased for a child 0-6, how important are each of the following? Market Research © 2012 Bowker – All rights reserved
  9. 9. Reading level on a book is important Do you like to see the reading level on a book you want to buy?100%90% 24% 20%80% 7%70% 10%60% No preference50% No40% 73% Yes30% 66%20%10% 0% 0 to 6 7 to 12 Market Research © 2012 Bowker – All rights reserved
  10. 10. Consumers still value picture booksTo what extent do you agree or disagree: “Picture books are important for young children” Disagree Disagree strongly somewhat 1% N/A Option 1% 2% Neutral 17% Agree strongly 44% Agree somewhat 35% Market Research © 2012 Bowker – All rights reserved
  11. 11. Media & Technology Environment 0-12 householdsRemember….today’s kids are omnivorous with media Market Research © 2012 Bowker – All rights
  12. 12. Kids 7-12 still reading Extent to which their children 7-12 have done the following … IN THE LAST WEEK• Read a book for School - 77%• Read a book for fun – 61%• Played on a gaming system – 46%• Surf web – 36%• Watch videos online – 29%• Read comic bk/graphic novel – 21%• Social network – 20%• Play games on tablet – 13%• Read on eReader – 13%• Read on tablet - 11% Market Research © 2012 Bowker – All rights reserved
  13. 13. Young Households are ‘wired’—and children are active users © 2012 Bowker – All rights reserved
  14. 14. Kids 7 – 12 not only use but now own… They have a video game system 68% They share a computer with the rest of the family 61% They surf the web 44% They have their own computer 27% They own their own cell phone 25%They use my/our mobile device that we let them use… 20% They have an iTouch 12% They download apps to a mobile phone/device 11% They use an iPad 10% They own their own reading device like a Kindle or… 7% They have an iPhone 4% 0% 10% 20% 30% 40% 50% 60% 70% Market Research © 2012 Bowker – All rights reserved
  15. 15. E-books & the children’s marketWhat parentssay… …and what kids think Market Research © 2012 Bowker – All rights
  16. 16. Q3 2011 Genre Share and eBook %’s Adult Fiction 26% Juvenile 11% Adult Non Fiction 15% Religion 12% Young Adult 17%Christian Non-Fiction 11% Science Fiction 29% Christian Fiction 40% Market Research © 2012 Bowker – All rights reserved
  17. 17. 75% of parents have not yet bought an eBook Of those – 56% are likely to begin reading eBooks soon 7% Not at all likely, I will only buy/read print books and never read ebooks 44% Somewhat likely, I may read eBooks in the near future 49% Very likely, I am actively considering reading ebooks in the near future. Market Research © 2012 Bowker – All rights reserved
  18. 18. Parental attitudes What do parents prefer children read?100%90% 22% 29%80% 6%70% 5%60% No preference50% In ebook format40% 72% In print30% 66%20%10% 0% 0 to 6% 7 -12% Market Research © 2012 Bowker – All rights reserved
  19. 19. Why aren’t your kids reading eBooks? Major reason Critical reason They dont yet have the device 26% 35% Reading a print book helps them focus 38% 20% Less distraction from other content (links to video… 34% 23% Prefer the look and feel of print 36% 18% Less costly 30% 19% Theyll read more 33% 15%Easier to discover more titles on impulse (e.g., on a… 33% 13%Theyve already got enought technology in their life 29% 16% Easier to swap books with their friends 29% 15% More convenient 31% 11% 0% 10% 20% 30% 40% 50% 60% Market Research © 2012 Bowker – All rights reserved
  20. 20. And why they might prefer an ebook Major/critical 7-12 Major/critical 0-6 44% They think its fun and cool 35% 43% Easier to carry around more titles 37% 42% Theyre drawn to the technology 37% 37% More convenient 33% 37% Theyll read more 33% 34% Easier to find more titles theyll like 29% 34% Titles cost less 28% 31%They can try the content out before buying 26% 25%Allows them to interact with other content… 24% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Market Research © 2012 Bowker – All rights reserved
  21. 21. What parents report for kids Does this reflect parental attitudes as much as kids’ preferences?50% 46%40% 37% 30%30% 19% 20% 22%20% 12%10% 9% 2% 2% 1% 1%0% They strongly They generally They have no They generally They strongly Dont know prefer print books prefer print, books preference prefer ebooks prefer ebooks but are open to ebooks 0 to 6% 7 -12% Market Research © 2012 Bowker – All rights reserved
  22. 22. The Teen Audience –A new openness to eBooks? Market Research © 2012 Bowker – All rights
  23. 23. Context: What teens are doing Incidence of the following among young adults. Went online 4% 7% 19% 69% Read a book required for school 7% 23% 32% 38%Read a book not required for school 21% 28% 28% 24%Read a print magazine or magazine 20% 37% 29% 15% Read comic books/graphic novels 57% 23% 12% 8%Read online newspapers/magazines 45% 30% 17% 8% Read an e-book 70% 15% 8% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Not at all once or twice fairly often very often Market Research © 2012 Bowker – All rights reserved
  24. 24. Teens report tripling their reading rate of eBooks100% 6%90% 19%80%70%60%50% Yes 94%40% 81% No30%20%10% 0% Market 2010 2011 Research © 2012 Bowker – All rights reserved
  25. 25. Role of Books compared to other media Teens are valuing books more – does increased use of eBooks have a part here? 100% 90% 17% 23% 80% 70% 60% 40% 44% More important role 50% About the same 40% Less important Role 30% 20% 43% 33% 10% 0% 2010 2011 Market Research © 2012 Bowker – All rights reserved
  26. 26. The hand-me-down factorA majority of teens (60%) report getting technology devices as hand-me-downs Yes - Always 5% Yes - Most of the time 14% No - Never 40% Yes - Occasionally 41% Market Research © 2012 Bowker – All rights reserved
  27. 27. Apple is the format of choice What devices do you have or are you considering buying? iTouch 28% 17% 56% iPhone 17% 32% 51% iPad 13% 37% 50% Netbook 12% 17% 71%Kindle (original or DX) 6% 15% 79% Kindle Touch 4% 18% 78% Other e-book reader 4% 12% 84% Nook 4% 13% 84% Nook Color 3% 15% 82% Kindle Fire 2% 19% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Currently own or have Considering a purchase/acquisition No interest in purchasing Market Research © 2012 Bowker – All rights reserved
  28. 28. Market Research© 2012 Bowker – All rights reserved
  29. 29. Market Research© 2012 Bowker – All rights reserved
  30. 30. Some things we’ve learned…• Kids a very clear consumer force• Picture books still an important format• Parents and children very close – not a big technology gap• Screen size & price are limiting factors for e-book adoption• Kids may be more interested in reading digital then parents• Parents concerned with kids’ focus re: digital versus print• Teens growing in acceptance toward e-book adoption• Privacy and DRM concerns are on the rise for teens• Apple products very aspirational Market Research © 2012 Bowker – All rights reserved
  31. 31. Market Research Thanks!Kelly Gallagher Kristen McLeanVice President, Market Research Founder & CEOBowker Bookigee, Inc.Kelly.Gallagher@Bowker.com Kristen@bookigee.com © 2012 Bowker – All rights

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