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Sizing Up the Kid’s Book Market
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Sizing Up the Kid’s Book Market

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In conjunction with Kristen McLean of Bookigee and leading US children’s book publishers, Bowker has tracked the children’s book consumer market through their ongoing biannual study, Understanding......

In conjunction with Kristen McLean of Bookigee and leading US children’s book publishers, Bowker has tracked the children’s book consumer market through their ongoing biannual study, Understanding the Children’s Book Consumer in the Digital Age. This consumer survey looks at trends in book discovery, consumption, and buying behaviors among parents, teachers, and kids of all ages. They will reveal the latest data from the study, with special attention paid this year to price sensitivity and value perception across devices and channels, as well as to the adult crossover market for YA titles.

The data presentation will be followed by a panel conversation among the participating publishers. They will discuss the implications of the data for the publishing industry and what children’s book publishers should be doing to continue to reach their audience in the digital age.

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  • 1. Understanding the Children’s Book Consumer in the Digital Age:A focused look at activities, purchasing influences, and behaviors of today’s book consumer Wave 2 – Fall 2011 / Wave 3 – Spring 2012 / Wave 4 – Fall 2012 This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.
  • 2. WHO ARE WE… ? Market ResearchKristen McLean Carl KuloProject Editor Lead AnalystFounder & CEO Senior Data AnalystBookigee, Inc. Bowker Market Researchwww.bookigee.com www.bookconsumer.comwww.kristenmclean.org #Bowker@BKGKristen
  • 3. MethodologyCore questions about influences and activitiesCollaborative effort among all subscribersProprietary questions for individual clientsFielding Periods: • Fall 2011 (October 7 2011 through November 2 2011) • Spring 2012 (April 4 2012 through April 24 2012) • Fall 2012 (October 15 2012 through November 4 2012)Fall 2012…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 2
  • 4. EXECUTIVE SUMMARY BASELINE FINDINGS FROM FIRST THREE FIELDINGS • Children’s market very stable • Changes are incremental, not exponential • Kids are omnivorous media consumers • Highly local influences on decision-making • Kids 7-12 a very clear consumer force • Although rising, teen eBook adoption does not align with sales 3
  • 5. EXECUTIVE SUMMARY KEY FINDINGS WAVE FOUR (NOV 2012)• Marked decline in bookstore and library influence• “Friends & family” take top spot as influencers• Parental attitudes toward kids’ e-books evolving• Girls outpacing boys in almost every area of media use• Teens attitudes toward e-books “snapping back” to printDBW Bonus: The YA Crossover Market 4
  • 6. Insert Image Here Section 1:Acquisition & Discovery 0-12 5
  • 7. Nature of Book Acquisition: Where specifically do they get the books they read for fun? (Fall 2012) Public Library 28% 34% -6/-8% 26% Amazon.com 29% 12% WalMart or Sams Club 21% 14% Barnes & Noble bookstore 15% School Library 22% 6% -16/-16%! Scholastic book clubs 12% 10% Other Big Box store (Target, Costco, etc.) 5% 9% Scholastic book fairs 9% 4% 4% Garage sale/sidewalk sale/secondhand shop 8% Has a child 7-12 4% Used bookstore 6% Has a child 0-6 Half-Price Books 4% 4% Books-a-Million bookstore 2% 3% ebook apps 2% 2% Other online retailer (B&N.com, etc.) 1% 3% iTunes 2% 2%Independent / local bookstore (not a major national or regional … 1% 3% 1% Other, please specify 2% 0% 10% 20% 30% 40%
  • 8. Trends in acquisition by key sources…..45% 45% 42% 41%40% 40%35% 34% 35% 34% 32% 31% 31%30% 29%29% 30% 28% 28%28% 27% 26% 26% 26% 26%25% 23% 25% 22% 21% 21%20% 20% 15%15% 15% 14% 12%10% 10%5% 5%0% 0% Libraries B&N Amazon WalMart Libraries B&N Amazon WalMart Fall 2011 Spring 2012 Fall 2012 Fall 2011 Spring 2012 Fall 2012 • 0 to 6 • 7 to 12
  • 9. Nature of Book Acquisition: Highest ranking influencers for children (Fall 2012) Child asked for it in store 44% 27% Familiar character or series 32% 33% 18% Written by an author I trust and know 16% 10%Attractive book (good paper, beautiful illustrations, etc.) 23% 13% Was discounted/on sale 19% Recommendation by a friend 16% 15% Illustrations 8% 21% Front cover image 11% Has a child 7-12 17% Seen or read the book previously 11% 16% Age rating on the cover 12% 15% Descriptive copy on the back cover 12% 8% Has a child 0-6 Customer reviews 9% 10% Award winner 9% 9% Nothing. I just needed to pick something fast 9% 8% Best seller list 8% 8% Descriptive copy on the front cover 7% 8% 5% Was hardcover 10% 5% Table display 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
  • 10. How have purchase habits changed? Compared to three years ago, which of the following is true… (Fall 2012) 35% I buy more books on Amazon, fewer in a bookstore 26% 26% I continue to purchase my books in a real bookstore 30% 26% I buy fewer books, overall 27%I buy more books in a general merchandiser, such as Walmart or 12% Child 7-12 CostCo. 13% Child 0-6 7% I buy more ebooks rather than print books 6% 6% Other, please specify 9% 6% I buy more books on iTunes.iBooks; fewer in a bookstore 6%
  • 11. Sources of Book Recommendation: Where do you get book recommendations for a child? (Fall 2012) Friend/family 26% 30% Bookstore - browsing the shelf 17% 20% Teacher 20% 14% On-line research on a retail site 9% 11% School book clubs & flyers 13% 9% Has a child 7-12 Parenting Magazine 4% 9% Public Librarian 9% 8%On-line research on a non-retail site 7% 8% Has a child 0-6 School Book Fairs 15% 7% Mommy/Parenting blog 3% 6% Bookstore - asking the sales clerk 5% 5% School Librarian 8% 4% On-line advertisement 2% 3% 0% 5% 10% 15% 20% 25% 30% 35%
  • 12. Changes in recommended sources35% 35% 30%30% 30% 28% 27% 26% 26% 26% 25% 25% 25%25% 24% 25% 20%20% 20% 17%15% 15% 14% 13% 13% 11%10% 10% 9% 8%5% 5%0% 0% Fall 2011 Spring 2012 Fall 2012 Fall 2011 Spring 2012 Fall 2012 Friends Bookstore Library Friends Bookstore Library • 0 to 6 • 7 to 12
  • 13. Key Takeaways - Acquisition:• Friends and family influence increasing, especially in 0-6; highly local pattern of influence• Significant drop in bookstore and library as source of acquisition & recommendation• Online children’s book purchasing speeding up• Children central drivers of purchase behavior, especially 7-12
  • 14. Insert Image Here Section 1.1:Children’s Books in the Household –The Child’s Environment 13
  • 15. Household Device Census (Fall 2012) 86% A television 82% A laptop 74% 74% A video game system 75% 63% A home computer (not a laptop) 67% 58% Cable TV box 47% 45% 37% Another type of Smart Phone 38% A simple cell phone (no video, gaming, apps) 41% 33% An iPhone 33% 33% A Kindle e-reader 28% 26% 28% An iPad 25% An iTouch 21% 13% Another type of tablet 17% 16%A device for streaming video (e.g. Roku, Boxee, AppleTV) 12% 12% A Nook e-reader 10% 9% Another type of e-reader 8% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Child 7-12 Child 0-6
  • 16. The Child’s Environment: How important are the following media for a child? (Fall 2012) Print books 7.6 7.8 Childrens DVDs 5.8 6.2 Cable or broadcast television 6.3 5.7 Educational Websites 6.0 5.6 Board games 5.8 5.4 Video game systems 5.9 4.3 Childrens magazines 4.9 4.8 Handheld games 5.2 4.3 Online games 5.3 4.2 Mobile apps 4.4 4.4Video streaming services such as Hulu or Netflix 4.2 4.3 E-books 4.3 4.2 Kid-specific social networks like Club Penguin 4.2 3.9 - 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0 7 to 12 0 to 6
  • 17. Do you (the parent) currently read eBooks?100%90%80% 57%70% 62% No 74%60%50%40% Yes30% 43%20% 39% 26%10% 0% Fall 2011 Spring 2012 Fall 2012
  • 18. The Child’s Environment: E-Books – how do parents prefer children read?100%90% 22% 25% 24% 29% No preference 33% 34%80% 6% 5% 7%70% 5% 4% 6%60%50% In ebook format40% 72% 71% 69% 66% 63%30% 61%20% In print10% 0% Child 0-6 Child 7-12 Child 0-6 Child 7-12 Child 0-6 Child 7-12 Fall 2011 Spring 2012 Fall 2012
  • 19. Why do parents prefer print? 60% Reading a print book helps them focus 56%Less distraction from other content (links to video 57% clips, games, etc.) 55% 57% Prefer the look and feel of print 0-6 48% 7-12 50% Theyll read more 46% 46%Theyve already got enough technology in their life 44% 0% 10% 20% 30% 40% 50% 60% 70% 20
  • 20. Why do parents prefer eBooks? 43% Easier to carry around more titles 45% 38% They think its fun and cool 44% 37% Theyre drawn to the technology 0-6 44% 7-12 37% More convenient 42% 31% Easier to find more titles 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 21
  • 21. Key Takeaways – eBooks 0-12:• Parental eBook adoption continues to rise• Attitudes toward kids’ e-reading ambivalent• Is this developing into a “flat until Q4” pattern?
  • 22. Insert Image Here Section 3:The Young AdultMarket 23
  • 23. Are books as important to them? (Spring vs. Fall 2012)100% 15% 17%90% 22% 20% 22% 27% A more important role80%70% 43%60% 46% 44% 47% 48%50% 45% An equally important role40%30%20% 42% 34% 37% 33% 29% 28% A less important role10% 0% Total Male Female Total Male Female Spring 2012 Fall 2012
  • 24. Nature of Book Acquisition: Where specifically do teens get the books they read for fun? (Fall 2012) Amazon.com 43% +6% 41% Public Library 43% -4% 39% Barnes & Noble bookstore 36% -3% 32% School Library 22% 27% Swap them among friends 14% Female 7% WalMart or Sams Club 9% 9% Used bookstore 6% 6% Other, please specify 6% 7% Male Half-Price Books 5% 6% Other online retailer (B&N.com, Borders.com, etc.) 5% 5% Books-a-Million bookstore 5% 5%Independent / local Bookshop (not a major national or regional … 5% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
  • 25. Device Census (Regular Use): A reduction in home computers is offset by increased laptop use. Simple cell phones decline; iPhone and iPad escalate. 77% A television 73% 77% 72% A laptop 70% 66% Fall 2012 71% A video game system 64% 58% 61% A home computer (not laptop) 59% 64% 40% Cable TV box 38% 39% Spring 2012 28%A simple cell phone (no video, gaming, apps) 29% 34% 26% Another type of Smart Phone 27% 24% 24% An iPhone 19% 15% Fal 2011 23% An iTouch 24% 24% 20% An iPad 15% 11% 13% A Kindle e-reader 15% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
  • 26. Teen Technology Install-base By Gender (Fall 2012) Which device do you use on a regular basis? A television 78% 77% A laptop 75% 72% A home computer (not laptop) 57% 61% A video game system 39% 71% Female Cable TV box 39% 40%A simple cell phone (no video, gaming, apps) 29% 28% An iPhone 30% 24% Male An iTouch 28% 23% Another type of Smart Phone 26% 26% An iPad 21% 20% A Kindle e-reader 14% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
  • 27. Media Behavior: Girls -vs- Boys How often do you…? Read books for fun 40% 29% Discuss books with my parents 15% 12% Discuss books with friends 18% 12% Make your own status updates on Facebook or Twitter 30% 21% Discuss books with my siblings or other relatives 14% 11% Like a brand or series on Facebook 18% 14% Stream content on services such as Netflix or Hulu 19% 18% Swap books to read with your friends 14% 7% Post videos online 8% 6%Follow authors or characters on Facebook, Twitter or any other social network 10% sites 7% Discuss books online 6% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Females - Very Often Males - Very Often 28
  • 28. Key Takeaways – Teens:• Books still holding their own against other media for perceived value• Girls are outpacing boys in almost every area of media behavior• Girls more engaged by content “around” the book
  • 29. Trends in eBook reading among teens flat: 94%100% 78%90% 71%80% 71%70%60%50% 29%40% 29% 22%30%20% 6%10% 0% Fall 2010 Fall 2011 Spring 2012 Fall 2012 Yes No
  • 30. Do you currently read eBooks? (Fall 2012)100% 80% 71% No 60% 76% 67% 40% 20% 29% Yes 24% 0% 33% Total Male Female
  • 31. Binding Preference: A snap back to “p”100% 8% 11% 10% Ebook90% 26% 24%80% 28%70%60% No Preference50%40% 66% 66% 61%30% Print20%10% 0% Fall 11 Spring 12 Fall 12
  • 32. What does the future hold?100% Dont know 17% 17% 16%90%80% 14% 18% 18% I will be reading both print and e-70% books equally60%50% I will mainly read print books40% 61% 54% 57%30%20% I will mainly be reading e-books10% 11% 10% 8% 0% Fall 11 Spring 12 Fall 12
  • 33. Resistance to eBooks….. None of the above: I already read e-100% 10% books 14% 16%90% Other, please specify 33%80% 26% 31% Dont see a need70% 14% 17% 17% 8%60% 7% Too many restrictions on re-using or 8% swapping the content50% 53% Privacy concerns 46% 40%40%30% Cost of getting a device is too high20% 37% 37% 41% Prefer the experience of a printed10% book 0% Fall 11 Spring 12 Fall 12
  • 34. InsertImage HereSection 4:The YA Crossover Market A closer look at consumers 18 to 29 reading YA Fiction 35
  • 35. Demographic breakdown of Young Adult book purchases* 7% 4% 16% 11% Teen 13 - 17 18 - 29 35% 30 - 44 27% 45 - 54 55 - 64 65 +*(Full Year 2012 Bowker Tracker) 36
  • 36. (Spring 2012) Percent of YA Genre Bought for Self vs Others 100% 3% 6% 15% 90% 22% 23% 80% 48% 70% 76% 60% 50% 97% 94% For other/gift 87% 40% 80% 78% For self 30% 67% 20% 27% 10% 0% Base Teens 13-17 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years Years*(Full Year 2011 Bowker Tracker)
  • 37. (Spring 2012) Do you read E-Books? 41% Yes59% No
  • 38. (Spring 2012)Does having a book in e-book formmake you more likely to read a "guiltypleasure" book, such as a teen fantasybook? 31% 42% Yes, very much so Somewhat 28% No
  • 39. (Spring 2012)If one of your favorite titles was not available in E-Book…• This demographic is a committed reader-base. 8% I would buy a print version instead 15% I would not buy the book at all 77% Other, please specify
  • 40. THANKS! Market ResearchKristen McLean Carl KuloProject Editor Lead AnalystFounder & CEO Senior Data AnalystBookigee, Inc. Bowker Market Researchwww.bookigee.com www.bookconsumer.comwww.kristenmclean.org #Bowker@BKGKristen