The Big Picture on U.S. Consumer Book Buying
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The Big Picture on U.S. Consumer Book Buying

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Who is today’s book consumer, where are they shopping and how successful are we at reaching them? This webinar is a first-of-its-kind sneak peek into book buying trends for the first half of 2009. ...

Who is today’s book consumer, where are they shopping and how successful are we at reaching them? This webinar is a first-of-its-kind sneak peek into book buying trends for the first half of 2009. Moving beyond basic book sales data, the webinar provides insight into who today’s book buyer is, what they buy, where they buy books and what motivates their purchase.

Presented by Kelly Gallagher, Vice President, Bowker Publisher Services
Moderated by Tina Jordan, Vice President, AAP

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  • Today in the publishing industry we are immersed in a world of flux & contradiction– where the rules of engagement are continually changing. Gone are the days of the predictable supply chain with manageable print runs and a handful of outlets to stock and sell our books to waiting consumers… in its place now is a world where content and its delivery is an amorphous and illusive challenge that shows little respect for the traditional model of supply and demand.
  • One need only take a look at a week’s worth of headlines to see the transformation happening before our very eyes…
  • So who is responsible for this diabolical plot to overthrow our traditional supply chain??? Of course it’s today’s consumer… sitting in her Zen-like pose reading Aldus Huxley’s Brave New World on the beach at sunset… not caring about our issues… but just expecting that her expectations will be met whenever, where ever, and how ever she decides to acquire, read, and/or share her next book. Such is the world of publishing today!

The Big Picture on U.S. Consumer Book Buying The Big Picture on U.S. Consumer Book Buying Presentation Transcript

  • Presented by Bowker and AAP October 22, 2009
    • Survey
    • Type: Online
    • Length: Between 60-75 questions
    • Frequency: Monthly
    • Annual Consumer Sample
      • 36,000 book buyers
      • Selected according to Age, Gender, Income, Household size, and location balanced to US Census
      • 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 (INsight TM )
      • Statistical Validation, Analysis, and Weighting
      • Clients include: ESPN, Kraft, Time-Warner
    • Bowker Bibliographic & Database Expertise
      • Bibliographic and Classification Data Match
      • Business Analysts
  • The “Big Picture” Know Thy Customer
    • Bob Dylan
  • The Consumer has become King! Consumers define the marketplace
    • 1) Economy
    • 2) Time on other Activities
    • 3) Product Selection
  • Economy
  • Book Buyers as % of US Population
    • 2007……
    • The apex of retail spending
    • Culmination of expanded stores and Amazon.com coming into it’s own
    • Harry Potter effect
    • 2008……
    • Economic decline sets in esp. in Q4
    • Spending cut backs in all sectors
    • Online activities take-off
    • Decline in readership
    • Economic uncertainty deepens
    • Conflicting signs of economic turnaround?
    • More titles available – longer “Long Tail” – especially with growth of POD
    • The ebook: breakout year, or “flash in the pan”?
  • … and they are more likely than men to swap or buy used, rather than cut back on overall buying.
  • Time
    • Before 1975, consumer had 8 choices for entertainment and information
    Today, consumers have 21 choices for entertainment and information 1975 2009
  • Shows relative number of hours that book buyers spend on these activities per week
  • Where can Publishers and Authors reach their buyers??? Online is the key!
  • Social Networking 55% of heavy / moderate buyers are ‘socializing’ online
  • Product Selection
  • AAP $ Change 1H09 vs 1H08 (net sales) A.S.P. 1H2008 A.S.P. 1H09 % Change Units/ Buyer % Change Units/ Occasion Adult Hardcover -15.5% $13.07 $14.55 -39% -10% Adult Paperback -11.2% $11.17 $10.28 -38% -17% Adult Mass Mkt, -5.3% $5.90 $5.39 -27% -10% All Ebook +173.9% $17.74 $8.30 +52% +28%
  • $6.25 price differential avg. selling price 1H ‘09 – Hardcover vs. E-Book
  • E-Book Unit/Sales… 0.6% / 1.9% 2008 1.5% / 1.2% 1 st Half 2009 Source PubTrack Consumer
  • E-Book Sales Growth by Age … 183% Growth rate of E-Book sales to buyers over 50 Source PubTrack Consumer
  • Source PubTrack Consumer
  • Average Income by Device (000) 2009 YTD Source PubTrack Consumer
  • 2009 YTD Source PubTrack Consumer
  • Source PubTrack Consumer Likelihood to Buy E-Reader: Total Very likely Somewhat likely Not likely - no interest Already own All Book Buyers 100% 4% 7% 23% 1.50% % Male 43% 58% 51% 47% 52% Mean Age 42.0 33.1 35.0 43.3 44.3
    • Fiction/Non-Fict show declines in share…..
    • While Juvenile and Religion pick up the slack
    • So while female teenagers buy more books…..
    • Males average spending on books works out the same.
  • Thank You! Kelly Gallagher Vice President Publishing Services Bowker [email_address] 908.425.7689 Twitter – bookbuyrinsight For more information on Consumer information visit – www.bookconsumer.com Tina Jordan Vice President AAP [email_address] 212-255-0200