Canadian	  Book	  Market	  &	  Consumer	  	               and	  also	  a	  turkey                        Noah	  Genner    ...
not-­‐for-­‐profit             industry/government	  run             supply	  chain	  &	  technology            data	  aggr...
data	  aggregaFon	  &	  research                        BNC	  SalesDataMonday, 8 October, 12
Print 2010 vs 2011                             (a little bit of 2012)Monday, 8 October, 12
- 11%Monday, 8 October, 12
Fantasy                         Thrillers                        Biography                         Cooking                ...
Monday, 8 October, 12
HC             TP             MM      1to10                +13.23%         +2.51%        +12.29%      11to100             ...
Monday, 8 October, 12
- 5%Monday, 8 October, 12
Digital Market in CanadaMonday, 8 October, 12
PredicFon	  is	  very	  difficult,                  especially	  about	  the	  future.                                      ...
Monday, 8 October, 12
~22%         Source:	  AAP/BISG/BowkerMonday, 8 October, 12
13%         Source:	  PAMonday, 8 October, 12
?%         Source:	  Noah’s	  Informed	  Guess	  -­‐	  DO	  NOT	  TWEETMonday, 8 October, 12
Source:	  Noah’s	  Informed	  Guess	  -­‐	  DO	  NOT	  TWEETMonday, 8 October, 12
12%	  ??????         Source:	  Noah’s	  Informed	  Guess	  -­‐	  DO	  NOT	  TWEETMonday, 8 October, 12
Canadian	  ConsumerMonday, 8 October, 12
Top$leisure$ac-vi-es$                                  Watching$TV$                                       Reading$        ...
Canadian	  Book	  ConsumerMonday, 8 October, 12
The	  future	  of	  publishing	  is	  about	  having	        connecFons	  to	  readers	  and	  the	  knowledge	        of	...
methodology          •	  Online	  survey          •	  Approximately	  1000	  (n=1050)	  book	  buyers	  (English	  speakin...
Monday, 8 October, 12
the	  Canadian	  book-­‐buyer    •	  female    •	  born	  in	  Canada    •	  have	  a	  household	  income	  of	  $50,000	...
the	  Canadian	  book-­‐buyer                  1	  in	  3	  Canadians	  Buy	  a	                     Book	  Each	  MonthMo...
the	  Canadian	  book-­‐buyer                        Book	  Buyers	  buy	                           2.81	  books	  a	  mon...
Canadians	  who	  buy	  both	  print	      and	  digital	  books	  buy	  4.6	  books	  a	      month.Monday, 8 October, 12
Monday, 8 October, 12
Monday, 8 October, 12
15-­‐17%         Source:BNC	  Consumer	  DataMonday, 8 October, 12
ebooks	  and	  ereadersMonday, 8 October, 12
Monday, 8 October, 12
Monday, 8 October, 12
Monday, 8 October, 12
What	  is	  the	  maximum	  price	  you	  are	  willing	  to	  pay	  for	  an	  ebook?                                    ...
Monday, 8 October, 12
Device	  Use	  Amongst	  ebook	  Buyers     Canada       USAMonday, 8 October, 12
How	  do	  you	  access	  your	  ebooks                               12%$                                             37%...
Publishing	  is	  a	  very	  mysterious	  business.	  It	       is	  hard	  to	  predict	  what	  kind	  of	  sale	  or	  ...
How	  did	  you	  become	  aware	  of	  this	  book?                                         1%# 5%#                      ...
Available	  from	  www.booknetcanada.ca          Thanks	  to	  BISG/Bowker	  for	  the	  US	  data.	            Get	  thei...
Thank	  you                        ngenner@booknetcanada.ca                        hip://www.booknetcanada.ca             ...
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Canadian Book Market & Consumer | Noah Genner, CEO, BookNet Canada

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Over the next two years BookNet Canada will conduct the first comprehensive and ongoing survey on the behaviour of Canadian book buyers. The survey examines reader demographic information; ebook buying and reading trends; where consumers are discovering and buying books; perception of books' value; how print and ebook consumers are using libraries; and more. In this presentation, BookNet CEO Noah Genner presents new data from this survey, giving the first detailed look at the Canadian book consumer.

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Canadian Book Market & Consumer | Noah Genner, CEO, BookNet Canada

  1. 1. Canadian  Book  Market  &  Consumer     and  also  a  turkey Noah  Genner October  8th,  2012Monday, 8 October, 12
  2. 2. not-­‐for-­‐profit industry/government  run supply  chain  &  technology data  aggregaFon  &  research standards  -­‐  cerFficaFon service  &  technology  focusedMonday, 8 October, 12
  3. 3. data  aggregaFon  &  research BNC  SalesDataMonday, 8 October, 12
  4. 4. Print 2010 vs 2011 (a little bit of 2012)Monday, 8 October, 12
  5. 5. - 11%Monday, 8 October, 12
  6. 6. Fantasy Thrillers Biography Cooking Lit  CritMonday, 8 October, 12
  7. 7. Monday, 8 October, 12
  8. 8. HC TP MM 1to10 +13.23% +2.51% +12.29% 11to100 +6.45% +8.13% +34.28% 101to1000 +3.17% +9.82% +33.83% 1001to10000 +5.15% +7.34% +23.87% 10001to30000 +8.52% +12.15% +7.15%Monday, 8 October, 12
  9. 9. Monday, 8 October, 12
  10. 10. - 5%Monday, 8 October, 12
  11. 11. Digital Market in CanadaMonday, 8 October, 12
  12. 12. PredicFon  is  very  difficult, especially  about  the  future. -­‐-­‐Niels  BohrMonday, 8 October, 12
  13. 13. Monday, 8 October, 12
  14. 14. ~22% Source:  AAP/BISG/BowkerMonday, 8 October, 12
  15. 15. 13% Source:  PAMonday, 8 October, 12
  16. 16. ?% Source:  Noah’s  Informed  Guess  -­‐  DO  NOT  TWEETMonday, 8 October, 12
  17. 17. Source:  Noah’s  Informed  Guess  -­‐  DO  NOT  TWEETMonday, 8 October, 12
  18. 18. 12%  ?????? Source:  Noah’s  Informed  Guess  -­‐  DO  NOT  TWEETMonday, 8 October, 12
  19. 19. Canadian  ConsumerMonday, 8 October, 12
  20. 20. Top$leisure$ac-vi-es$ Watching$TV$ Reading$ Spending$Ame$with$family$ Exercising$ Spending$Ame$with$friends$ VacaAon$ Watching$a$movie$ Browsing$the$internet$ Listening$to$music$ Playing$video$games$ Relaxing$ CraEs$ Shopping$ Dining$out$ Browsing,$or$posAng$to,$social$network$sites$ Playing$music$ Playing$Sports$ Going$to$the$cinema$ Going$to$concerts$ Going$to$the$theatre$ Other,$please$specify$ 0.00%$ 5.00%$ 10.00%$ 15.00%$ 20.00%$ 25.00%$ 30.00%$ 35.00%$ n=1000;  March,  2012Monday, 8 October, 12
  21. 21. Canadian  Book  ConsumerMonday, 8 October, 12
  22. 22. The  future  of  publishing  is  about  having   connecFons  to  readers  and  the  knowledge   of  what  those  readers  want.   -­‐Seth  GodinMonday, 8 October, 12
  23. 23. methodology •  Online  survey •  Approximately  1000  (n=1050)  book  buyers  (English  speaking  and  18+)  across   Canada •  Respondents  had  to  purchase  at  least  one  book  in  March  to  qualify   •  QuesFons  asked  about  all  books  purchased  in  March •  ParFcipants  are  compensated  for  parFcipaFon Going  forward... •  1000  respondents  per  quarter,  333  per  month •  Same  base  quesFonnaire  being  asked  each  quarter  for  next  two  years •  Ability  to  ask  custom  quesFons  with  each  quarterly  fielding  Monday, 8 October, 12
  24. 24. Monday, 8 October, 12
  25. 25. the  Canadian  book-­‐buyer •  female •  born  in  Canada •  have  a  household  income  of  $50,000  to  $74,999 •  a  professional  or  execuFve •  employed  full-­‐Fme •  have  a  university  degree •  live  in  a  city  or  urban  area •  good  change  they  purchased  their  books  at  a  non-­‐ book  retail  outlet  such  as  Costco  or  WalmartMonday, 8 October, 12
  26. 26. the  Canadian  book-­‐buyer 1  in  3  Canadians  Buy  a   Book  Each  MonthMonday, 8 October, 12
  27. 27. the  Canadian  book-­‐buyer Book  Buyers  buy   2.81  books  a  monthMonday, 8 October, 12
  28. 28. Canadians  who  buy  both  print   and  digital  books  buy  4.6  books  a   month.Monday, 8 October, 12
  29. 29. Monday, 8 October, 12
  30. 30. Monday, 8 October, 12
  31. 31. 15-­‐17% Source:BNC  Consumer  DataMonday, 8 October, 12
  32. 32. ebooks  and  ereadersMonday, 8 October, 12
  33. 33. Monday, 8 October, 12
  34. 34. Monday, 8 October, 12
  35. 35. Monday, 8 October, 12
  36. 36. What  is  the  maximum  price  you  are  willing  to  pay  for  an  ebook? 11.7%% 9.1%% 3.9%% 4.5%% Wont%buy%e5books% 8.7%% 34.2%% Less%than%$10% $10.005$12.99% $13.005$14.99% 9.4%% $15.005$19.99% $20.005$24.99% $25.00%or%more% 18.5%% Not%sure% n=596;  March,  2012Monday, 8 October, 12
  37. 37. Monday, 8 October, 12
  38. 38. Device  Use  Amongst  ebook  Buyers Canada USAMonday, 8 October, 12
  39. 39. How  do  you  access  your  ebooks 12%$ 37%$ On#my#eReader# Through#an#app#on#my#desktop# 25%$ Through#an#app#on#my#tablet# Through#an#app#on#my#phone# 26%$Monday, 8 October, 12
  40. 40. Publishing  is  a  very  mysterious  business.  It   is  hard  to  predict  what  kind  of  sale  or   recepFon  a  book  will  have,  and  adverFsing   seems  to  do  very  liile  good.   -­‐-­‐Thomas  Wolfe  Monday, 8 October, 12
  41. 41. How  did  you  become  aware  of  this  book? 1%# 5%# 4%# Online# 33%# In.store# 23%# Friend# Print# TV# Radio# Other# 12%# 21%# n=2953;  March,  2012Monday, 8 October, 12
  42. 42. Available  from  www.booknetcanada.ca Thanks  to  BISG/Bowker  for  the  US  data.   Get  their  reports  at  www.bisg.orgMonday, 8 October, 12
  43. 43. Thank  you ngenner@booknetcanada.ca hip://www.booknetcanada.ca Sign  up  for  free  BNC  eNews facebook.com/BookNetCanada @booknet_canadaMonday, 8 October, 12

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