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Market            Research        The Changing Face of E-Book Reading                         BookExpo America | June 5, 2...
Market           Research                                                         Standards and                Education  ...
Market           Research© 2012, the Book Industry Study Group, Inc.
% Book Buyers Who           Market           Research                                          Purchased an E-book (US)14%...
Trade by Format           Market           Research                                                               Hardcove...
Trade by Format           Market           Research                                                               Softcove...
Trade by Format           Market           Research                                                       Mass-market Pape...
Trade by Format           Market           Research                                                               eBooks  ...
Len’s All-Time           Market           Research                                              Favorite Chart!© 2012, the...
% Book Buyers Who           Market           Research                                          Purchased an E-book (US)14%...
% Book Buyers Who           Market           Research                                          Purchased an E-book (US)   ...
Market           Research                                              Really?© 2012, the Book Industry Study Group, Inc.
Market           Research                                      Yes, really. But…© 2012, the Book Industry Study Group, Inc.
Fiction is Stranger           Market           Research                                                  Than Truth       ...
“e” Questions to           Market           Research                                               Answer in 2012         ...
Market           Research                  Power Buyer = someone                  who purchases 4 or more                 ...
A Book Buyer by Any Name…            Market            Research                                            (or Format)    ...
Market           Research                                              Have purchased an ebook                           W...
What Keeps You           Market           Research                                               From Buying E-Books?     ...
What Keeps You           Market           Research                                              From Buying E-Books?      ...
What Keeps You           Market           Research                                              From Buying E-Books?      ...
Value of           Market           Research                                                     Power Buyers             ...
Power Buyers           Market           Research                                                 Demonstrate Loyalty  60.0...
“e” at the Expense of “p”             Market             Research100.0 90.0 80.0 70.0                    42               ...
Consumer Purchases           Market           Research                                                  by Format© 2012, t...
Consumer Purchases           Market           Research                                                  by Format© 2012, t...
Spending Trends           Market           Research© 2012, the Book Industry Study Group, Inc.
Spending Trends           Market           Research© 2012, the Book Industry Study Group, Inc.
Device Preference           Market           Research© 2012, the Book Industry Study Group, Inc.
Device Preference           Market           Research© 2012, the Book Industry Study Group, Inc.
On what device do you           Market           Research                                         purchase your e-books?  ...
Activity by Device           Market           Research© 2012, the Book Industry Study Group, Inc.
Select the ways in which           Market           Research                                                you use your t...
I spend more time on           Market           Research                                                       my tablet t...
Activity by Device           Market           Research© 2012, the Book Industry Study Group, Inc.
Market           Research                                              Scenario Planning© 2012, the Book Industry Study Gr...
Market           Research© 2012, the Book Industry Study Group, Inc.
Market           Research                                              ?© 2012, the Book Industry Study Group, Inc.
Market           Research                                      Len Vlahos                                 Executive Direct...
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Len Vlahos: The Changing Face of E-Book Reading

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Transcript of "Len Vlahos: The Changing Face of E-Book Reading"

  1. 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. 2. Market Research Standards and Education Best Practices and Events Research© 2012, the Book Industry Study Group, Inc.
  3. 3. Market Research© 2012, the Book Industry Study Group, Inc.
  4. 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. 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. 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. 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. 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. 9. Len’s All-Time Market Research Favorite Chart!© 2012, the Book Industry Study Group, Inc.
  10. 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. 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. 12. Market Research Really?© 2012, the Book Industry Study Group, Inc.
  13. 13. Market Research Yes, really. But…© 2012, the Book Industry Study Group, Inc.
  14. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 25. Consumer Purchases Market Research by Format© 2012, the Book Industry Study Group, Inc.
  26. 26. Consumer Purchases Market Research by Format© 2012, the Book Industry Study Group, Inc.
  27. 27. Spending Trends Market Research© 2012, the Book Industry Study Group, Inc.
  28. 28. Spending Trends Market Research© 2012, the Book Industry Study Group, Inc.
  29. 29. Device Preference Market Research© 2012, the Book Industry Study Group, Inc.
  30. 30. Device Preference Market Research© 2012, the Book Industry Study Group, Inc.
  31. 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. 32. Activity by Device Market Research© 2012, the Book Industry Study Group, Inc.
  33. 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. 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. 35. Activity by Device Market Research© 2012, the Book Industry Study Group, Inc.
  36. 36. Market Research Scenario Planning© 2012, the Book Industry Study Group, Inc.
  37. 37. Market Research© 2012, the Book Industry Study Group, Inc.
  38. 38. Market Research ?© 2012, the Book Industry Study Group, Inc.
  39. 39. Market Research Len Vlahos Executive Director Book Industry Study Group len@bisg.org @lenhouse© 2012, the Book Industry Study Group, Inc.
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