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Pub Track Consumer Data Crunch BEA2009
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Pub Track Consumer Data Crunch BEA2009

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Data Crunch: Books and Their Competition for Leisure Time Attention - How do They Stack Up? ...

Data Crunch: Books and Their Competition for Leisure Time Attention - How do They Stack Up?
Curl with a good book lately? Competing for the time and attention of today's consumer is an ever increasing challenge in a world gone mad with ever increasing audio, video, gaming and gadget options. This session provides insights on consumer media use and book reading and purchase trends from the recently published 2008 Bowker Consumer and Book Production Annual.
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James Howitt - Publisher Services, Bowker

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  • Welcome to Book Expo America, my name is James Howitt Director of Client Solutions for PubTrack Consumer
  • Note this is Book Buyers, when we look at Population Reading books drops to 3 hours!Newspapers up because of election, tv is down also. growth in online
  • Reading has become a more occasional thing to do as other activities compete
  • So we know that we are reading less what impact does this have on book buyer….even I got an email from eHarlequin yesterday
  • 2 thirds are purchased by women
  • Book Buyers are well in line with the US population, we are often very New York centric in our view of the US
  • We can focus on the largest buying segments but we must not forget the 18-29yrs as they represent 27% of the buyers.
  • Long tail of additional genres these women buy
  • Almost a quarter from ecommerce for 30-54
  • It shows not only the importance of the internet but also how retailers are connecting with their customers better. With the other more traditional techniques while they create awareness there is definitely a disconnect between the message and the actual transaction
  • In this arena the dust hasn’t settled, will kindle be the dominate device for reading ebooks. This is being tracked monthly, and hence we are the closest organisation to how the kindle is being adopted
  • Its from a small base but Matures are more likely now to adopt e-books now the kindle is available.
  • This is valuable feedback for the author and editorial team in franchise development.
  • following the author on twitter

Pub Track Consumer Data Crunch BEA2009 Pub Track Consumer Data Crunch BEA2009 Presentation Transcript

  • May, 2009
  • Survey Type: Online Length: Between 60-75 questions Frequency: Monthly Annual Consumer Sample o 36,000 book buyers o Selected according to Age, Gender, Income, Household size, and location balanced to US Census o Representing an annual view of 120,000 book purchases and 80,000 shopping occasions
  • MarketTools, Inc: ◦ Panel management & data collection ◦ Clients include: P&G, Microsoft, Bank of America Management Science Associates, Inc (MSA): ◦ Data Processing & Software provider (INsightTM) ◦ Statistical Validation, Analysis, and Weighting ◦ Clients include: ESPN, Kraft, Time-Warner Bowker Bibliographic & Database Expertise ◦ Bibliographic and Classification Data Match ◦ Business Analysts
  • PubTrack Consumer Panel US Census Male 49.5 48.5 Female 50.5 51.5 13 - 17 8.2 8.5 18 - 29 18.4 20.1 30 - 44 29.3 25.1 45 - 54 17.3 17.9 55 - 64 12.8 13.5 65+ 14.0 14.9 South 35.9 36.4 Northeast 19.1 18.5 Midwest 23.8 22.0 West 21.1 23.0
  •   If you haven’t guessed it’s  all about the   Consumer….and not Point of Sale Data  5
  • 50% of Americans aged over 13 purchased a book in 2008….down from 62% in 2007 6
  • 4.1 Watching Movies on DVD 4.6 4.6 Reading Newspapers/Magazines 4.1 2008 5.2 Reading Books 5.5 2007 5.9 Listen to Music on CD/Ipod 6.3 13.1 Watching TV 14.4 15.3 Online 15.1 0 2 4 6 8 10 12 14 16 7
  • 19 Occasional Reader (1 book per year) 7 22 2008 Regular Readers (2-6 books per year) 23 2007 59 Avid Reader (12+ books per year) 70 0 10 20 30 40 50 60 70 8
  • 10
  • 70% 65% 57% 60% 49% 51% 50% 43% 40% 35% Male Female 30% 20% 10% 0% Population Book Buyers Books Purchased 11
  • 40% 35% 33% 33% 32% 35% 30% 25% 25% 21% 20% 21% Population 20% 17% 16% Book Buyers 14% 15% Books Purchased 10% 9% 8% 10% 5% 5% 0% Generation Next Generation Y Generation X Baby Boomers Matures (born (born after 1990) (born 1979-1989) (born 1967-1978) (born 1948-1966) before 1948) 12
  • 45% 41% 41% 40% 38% 37% 36% 36% 35% 30% Population 25% Book Buyers 20% Books Purchased 14% 15% 12% 13% 11%11% 10% 10% 5% 0% Less than $35,000 $35,000 - $74,999 $75,000 - $99,999 $100,000+ 13
  • 100% 75% 59% 54% 71% 77% 71% 93% Female 50% Male 25% 41% 46% 29% 23% 29% 7% 0% 14
  • 45% 42% 39% 39% 40% 35% 29% 30% 27% 25% Population 25% 19% 19% Buyers 17% 17% 20% 15% Books Purchased 15% 13% 10% 5% 0% 13-29 Yrs 30-54 Yrs 55-64 Yrs 65+ Yrs 15
  • Share 15% Fiction - Romance Fiction - Mystery/Detective 12% Juvenile - Picture / Story 59% Juvenile - Young Adult Religion 5% Other 4% 4% 16
  • Share 28% 36% Fiction - Mystery/Detective Fiction - Romance Fiction - Espionage/Thriller Fiction - General 23% Religion 6% Other 3% 4% 17
  • Discount/Closeout Stores 100% Warehouse Clubs 90% 8% 8% Toy Stores 80% 6% Mass Merchandisers Supermarket/Grocery Stores 70% 9% Drug Stores 60% 21% Other/Independent Bookstores 50% 12% Religious Book Stores 40% Large Chain Bookstores 30% 23% 11% All Other Direct to Consumer E-Commerce/Internet 20% 15% Book Fairs 10% 9% Book Clubs 0% 30-54 Yrs 65+ Yrs 18
  • 6% Online: author's personal website 4% 6% Online: book review 5% 11% Direct mail/catalog Romance 7% 7% Recommendation from a friend/relative 8% Mystery/Detective 3% Best seller list 9% 7% Advertisement 11% 51% Store display/on shelf/spinning rack 45% 0% 10% 20% 30% 40% 50% 60% 19
  • 28% Received email from retailer/publisher 22% 49% Online/Internet ad 57% 4% Romance TV/Radio ad 5% Mystery/Detective 8% Newspaper ad 6% 10% Magazine ad 10% 0% 10% 20% 30% 40% 50% 60% 20
  • 44% Males 56% Females 21
  • 6% 11% 8% 13-17 Yrs 15% 18-29 Yrs 29% 30-44 Yrs 45-54 Yrs 55-64 Yrs 32% 65+ Yrs 22
  • Fiction readers are active Social Networkers 100% 80% 49% 56% 57% 70% 74% 60% 40% 51% 44% 43% 20% 30% 26% 0% All Books Fantasy Romance Espionage/Thriller Mystery Detective Daily/Weekly Rarely/Never
  • 47% of women book buyers are on Facebook; 9% are on Twitter Genre readers most likely to be on social networks: Romance readers (51%) and Family Issues readers (57%) 15% of Stephanie Meyer readers now follow her on Twitter; 27% intend to! 24
  • Matures are leading the way in adopting the Kindle… Middle-aged for iPhone as preferred e-Book readers 70% 60% 50% 18-34 40% 35-49 30% 20% 50-64 10% 0%
  • While < 1.5% of total trade market, e-Books grew by 125% in 08—183% by Seniors 174% 183% 200% 180% 160% 125% 140% 104% 120% 80% 100% 80% 60% 40% 20% 0% Total All Ages 13-29 Yrs 30-54 Yrs 55-64 Yrs Seniors 65+ Yrs
  • 70 64 59 60 60 56 54 53 51 52 50 45 40 35 30 20 10 0 James Alex Cross Women's John Stephen Dean Stephanie Patricia David Sue Patterson Murder Grisham King Koontz Meyer Cornwell Baldacci Grafton Books Club
  • 50% 46% 45% 40% 39% 40% 34% 35% 29% 30% 25% 20% 15% 10% 5% 0% Plot Twists Exciting Thrills Couldn't Put it down Great Pacing 28
  • 70% 61% 59% 60% 55% 50% 40% 40% 32% 30% 20% 10% 0% Romantic Couldn't put it down Exciting Can Relate to Sexy Characters 29
  •  Reading is down as other activities compete for reader’s attention (like time spent on the internet)  Understanding how our consumers engage in these other activities provide opportunities for publishers to promote/advertise their authors/products successfully  We have to look at each of our consumer segments closely as only they can tell us how they like to engage with our products, Consumer allows you to collect this feedback; Point of Sale data cannot 30
  • Bowker Booth: 3505 Twitter: @BookBuyrInsight www.bookconsumer.com James Howitt Director of Publisher Services James.Howitt@bowker.com 908.219.0081