Len Vlahos: The Changing Face of E-Book Reading
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  • 1. Market Research The Changing Face of E-Book Reading BookExpo America | June 5, 2012 | New York, NY© 2012, the Book Industry Study Group, Inc.
  • 2. Market Research Standards and Education Best Practices and Events Research© 2012, the Book Industry Study Group, Inc.
  • 3. Market Research© 2012, the Book Industry Study Group, Inc.
  • 4. % Book Buyers Who Market Research Purchased an E-book (US)14% 13%12%10% 8% 6% 4% 2% 3% 0%© 2012, the Book Industry Study Group, Inc.
  • 5. Trade by Format Market Research Hardcover $5,400,000,000 $5,350,000,000 $5,300,000,000 $5,250,000,000 Hardcover $5,200,000,000 $5,150,000,000 $5,100,000,000 08 Ext. Value 09 Ext. Value 10 Ext. Value© 2012, the Book Industry Study Group, Inc.
  • 6. Trade by Format Market Research Softcover $5,700,000,000 $5,600,000,000 $5,500,000,000 $5,400,000,000 Softcover $5,300,000,000 $5,200,000,000 $5,100,000,000 $5,000,000,000 08 Ext. Value 09 Ext. Value 10 Ext. Value© 2012, the Book Industry Study Group, Inc.
  • 7. Trade by Format Market Research Mass-market Paperback $1,550,000,000 $1,500,000,000 $1,450,000,000 $1,400,000,000 $1,350,000,000 Mass-market Paperback $1,300,000,000 $1,250,000,000 $1,200,000,000 $1,150,000,000 08 Ext. Value 09 Ext. Value 10 Ext. Value© 2012, the Book Industry Study Group, Inc.
  • 8. Trade by Format Market Research eBooks $1,000,000,000 $900,000,000 $800,000,000 $700,000,000 $600,000,000 $500,000,000 eBooks $400,000,000 $300,000,000 $200,000,000 $100,000,000 $0 08 Ext. Value 09 Ext. Value 10 Ext. Value© 2012, the Book Industry Study Group, Inc.
  • 9. Len’s All-Time Market Research Favorite Chart!© 2012, the Book Industry Study Group, Inc.
  • 10. % Book Buyers Who Market Research Purchased an E-book (US)14% 13%12%10% 8% 6% 4% 2% 3% 0%© 2012, the Book Industry Study Group, Inc.
  • 11. % Book Buyers Who Market Research Purchased an E-book (US) 20% 17% 15% 10% 9% 5% 0%© 2012, the Book Industry Study Group, Inc.
  • 12. Market Research Really?© 2012, the Book Industry Study Group, Inc.
  • 13. Market Research Yes, really. But…© 2012, the Book Industry Study Group, Inc.
  • 14. Fiction is Stranger Market Research Than Truth Adult Fiction 26% Juvenile 11% Adult Non Fiction 15% Religion 12% Young Adult 17% Christian Non-Fiction 11% Science Fiction 29% Christian Fiction 40%© 2012, the Book Industry Study Group, Inc.
  • 15. “e” Questions to Market Research Answer in 2012 • What is the continued growth capacity of Fiction? • When will the other genres get moving? • What roles does technology really play in adoption?© 2012, the Book Industry Study Group, Inc.
  • 16. Market Research Power Buyer = someone who purchases 4 or more books a month. Consolidated group of your best customers who share one common trait – regardless of ‘p’ or ‘e’© 2012, the Book Industry Study Group, Inc.
  • 17. A Book Buyer by Any Name… Market Research (or Format) Heavy Book Buyers Heavy Ebook Buyers 70% 60% 50% 40% 30% 20% 10% 0%© 2012, the Book Industry Study Group, Inc.
  • 18. Market Research Have purchased an ebook Why? Do not own a device Do own a device Have never purchased an ebook© 2012, the Book Industry Study Group, Inc.
  • 19. What Keeps You Market Research From Buying E-Books? Date Dec 2010 Apr 2011 Jul 2011 Nov 2011 Feb 2012 Apr 2012 Jul 2012 Prefer print 17.3% 15.6% 9.6% 8.7% 12.1% 11.2% 13.2% Difficult to find/discover e- books 7.1% 6.5% 6.8% 6.0% 5.7% 4.8% 7.7% Difficult to read on a screen 11.5% 9.5% 4.7% 3.7% 6.7% 5.7% 8.1% Difficult to annotate 4.7% 4.0% 2.6% 2.0% 4.3% 3.4% 4.5% Difficult to share with others 14.8% 13.6% 12.0% 10.0% 16.6% 15.7% 17.7% Difficult to find titles available for my e-reading device 9.7% 7.3% 6.6% 4.8% 7.7% 7.3% 9.1% Lack of a good e-reading device 10.3% 7.5% 5.2% 3.2% 4.9% 4.7% 4.9% Difficult downloading process 4.9% 4.4% 1.7% 1.9% 2.2% 2.3% 3.3% Not enough time 24.8% 26.8% 26.7% 32.2% 29.9% 30.1% 30.3% Inability to legally re-sell or give away e-books after Im done with them 15.1% 13.9% 11.9% 17.9% 17.4% 16.8% Cost of the titles 27.1% 23.7% 28.4% 23.8% 30.3% 29.7% 32.2% Nothing 17.6% 23.3% 27.1% 33.0% 21.9% 22.9% 21.0%© 2012, the Book Industry Study Group, Inc.
  • 20. What Keeps You Market Research From Buying E-Books? 12.0% 10.0% 8.0% Lack of a good e- 6.0% reading device 4.0% Difficult downloading 2.0% process 0.0% Dec Apr Jul Nov Feb Apr Jul 2010 2011 2011 2011 2012 2012 2012© 2012, the Book Industry Study Group, Inc.
  • 21. What Keeps You Market Research From Buying E-Books? 20.0% 18.0% 16.0% 14.0% 12.0% Prefer print 10.0% 8.0% 6.0% Difficult to share 4.0% with others 2.0% 0.0% Dec Apr Jul Nov Feb Apr Jul 2010 2011 2011 2011 2012 2012 2012© 2012, the Book Industry Study Group, Inc.
  • 22. Value of Market Research Power Buyers Print ‘e’ 22% of 35% of Buyers Buyers 53% of Books 60% of eBooks Purchased Purchased 50% of $$$ 48% of $$$ Purchased Purchased© 2012, the Book Industry Study Group, Inc.
  • 23. Power Buyers Market Research Demonstrate Loyalty 60.0% 45% 44% 43% 41% 40.0% 32% 27% 24% 22% 20% 20.0% 15% 0.0% Within the last 2 to 6 MONTHS ago 7 to 12 MONTHS ago 1 to 2 YEARS ago 2 or more YEARS ago MONTH only e-books mostly e-books both p & e more print© 2012, the Book Industry Study Group, Inc.
  • 24. “e” at the Expense of “p” Market Research100.0 90.0 80.0 70.0 42 56 62 60.0 69 66 other 50.0 e-book 40.0 30.0 16 paperback 21 hardcover 20.0 16 18 26 15 10.0 15 9 11 12 0.0 Within the last 2 to 6 MONTHS 7 to 12 MONTHS 1 to 2 YEARS ago 2 or more YEARS MONTH ago ago ago © 2012, the Book Industry Study Group, Inc.
  • 25. Consumer Purchases Market Research by Format© 2012, the Book Industry Study Group, Inc.
  • 26. Consumer Purchases Market Research by Format© 2012, the Book Industry Study Group, Inc.
  • 27. Spending Trends Market Research© 2012, the Book Industry Study Group, Inc.
  • 28. Spending Trends Market Research© 2012, the Book Industry Study Group, Inc.
  • 29. Device Preference Market Research© 2012, the Book Industry Study Group, Inc.
  • 30. Device Preference Market Research© 2012, the Book Industry Study Group, Inc.
  • 31. On what device do you Market Research purchase your e-books? 70.0% 60.0% 50.0% Computer 40.0% 30.0% Dedicated E- Reader 20.0% Multi Function 10.0% Device 0.0% April May May 2010 2011 2012© 2012, the Book Industry Study Group, Inc.
  • 32. Activity by Device Market Research© 2012, the Book Industry Study Group, Inc.
  • 33. Select the ways in which Market Research you use your tablet 90% 84% 78% 80% 74% 70% 61% 56% 60% 51% 46% 50% 42% 40% 30% 19% 20% 10% 0%© 2012, the Book Industry Study Group, Inc. Source: Google AdMob, August 2011
  • 34. I spend more time on Market Research my tablet than I… 59% 60% 52% 50% 43% 41% 40% 34% 30% 20% 11% 10% 0%© 2012, the Book Industry Study Group, Inc. Source: Google AdMob, August 2011
  • 35. Activity by Device Market Research© 2012, the Book Industry Study Group, Inc.
  • 36. Market Research Scenario Planning© 2012, the Book Industry Study Group, Inc.
  • 37. Market Research© 2012, the Book Industry Study Group, Inc.
  • 38. Market Research ?© 2012, the Book Industry Study Group, Inc.
  • 39. Market Research Len Vlahos Executive Director Book Industry Study Group len@bisg.org @lenhouse© 2012, the Book Industry Study Group, Inc.