MIP 2013 -- The Digital Consumer -- Len Vlahos

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Len Vlahos shares four years of directional data from BISG's "Consumer Attitudes Toward E-Book Reading" survey at Making Information Pay 2013.

Len Vlahos shares four years of directional data from BISG's "Consumer Attitudes Toward E-Book Reading" survey at Making Information Pay 2013.

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  • 1. Consumer Attitudes Toward E-book ReadingMaking Information Pay | May 15, 2013© 2013, the Book Industry Study Group, Inc.
  • 2. But first…© 2013, the Book Industry Study Group, Inc. 2Angela BoleDeputy Executive Director, BISGIBPA
  • 3. But first…© 2013, the Book Industry Study Group, Inc. 3Angela BoleDeputy Executive Director, BISGIBPA
  • 4. What is this transformation, really?© 2013, the Book Industry Study Group, Inc. 4
  • 5. What is this transformation, really?© 2013, the Book Industry Study Group, Inc. 5
  • 6. Why This Study?6© 2013, the Book Industry Study Group, Inc. Longest running trendedstudy of e-bookpurchases Now in it’s fourth year Data derived fromnationally representativepanel of more than50,000 unique bookbuying men, women andteens More than 1,000panelists actuallysurveyed
  • 7. Power Buyers© 2013, the Book Industry Study Group, Inc. 7
  • 8. Purchase Frequency© 2013, the Book Industry Study Group, Inc. 817.10%55.10%26.50%1.30%I frequently acquire e-books (at least weekly)I acquire e-books onoccasion (once ortwice a month)I rarely or sporadicallyacquire e-booksOther, please specify
  • 9. Power Buyers© 2013, the Book Industry Study Group, Inc. 917.10%55.10%26.50%1.30%I frequently acquire e-books (at least weekly)I acquire e-books onoccasion (once ortwice a month)I rarely or sporadicallyacquire e-booksOther, please specify
  • 10. Meet Your Power Buyer© 2013, the Book Industry Study Group, Inc. 10
  • 11. 0.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%80.00%Frequently Occasionally RarelyMaleFemalePower Buyer Demo(Gender)© 2013, the Book Industry Study Group, Inc. 11
  • 12. 0.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%18-29Yrs30-44Yrs45-54Yrs55-64Yrs65+ YrsFrequentlyOccasionallyRarelyPower Buyer Demo(Age)© 2013, the Book Industry Study Group, Inc. 12
  • 13. 0.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%FrequentlyOccasionallyRarelyPower Buyer Demo(Occupation)© 2013, the Book Industry Study Group, Inc. 13
  • 14. 0.00%5.00%10.00%15.00%20.00%25.00%30.00%35.00%40.00%45.00%I frequently acquiree-books (at leastweekly)I acquire e-books onoccasion (once ortwice a month)I rarely orsporadically acquiree-books© 2013, the Book Industry Study Group, Inc. 14Power Buyer Demo(First Acquisition)
  • 15. Power Buyer Demo(Purchase Behavior)© 2013, the Book Industry Study Group, Inc. 150.00%10.00%20.00%30.00%40.00%50.00%60.00%Frequently Occasionally RarelyI now exclusively purchasee-books, and no longerpurchase print booksI mostly purchase e-books,and purchase fewer printbooks than I used toI purchase e-books and printbooks interchangeably, Ihave no preferenceI no longer buy e-books,only print booksI prefer some types orgenres of books as e-booksand others as print
  • 16. Power Buyer Demo(Purchase Behavior)© 2013, the Book Industry Study Group, Inc. 160.00%10.00%20.00%30.00%40.00%50.00%60.00%Frequently Occasionally RarelyI now exclusively purchasee-books, and no longerpurchase print booksI mostly purchase e-books,and purchase fewer printbooks than I used toI purchase e-books and printbooks interchangeably, Ihave no preferenceI no longer buy e-books,only print booksI prefer some types orgenres of books as e-booksand others as print
  • 17. Power Buyer Demo(Purchase Behavior)© 2013, the Book Industry Study Group, Inc. 170.00%10.00%20.00%30.00%40.00%50.00%60.00%Frequently Occasionally RarelyI now exclusively purchasee-books, and no longerpurchase print booksI mostly purchase e-books,and purchase fewer printbooks than I used toI purchase e-books and printbooks interchangeably, Ihave no preferenceI no longer buy e-books,only print booksI prefer some types orgenres of books as e-booksand others as print
  • 18. © 2013, the Book Industry Study Group, Inc. 18Power Buyer Demo(Acquisition Source)
  • 19. Genre Preference buy Purchase Frequency© 2013, the Book Industry Study Group, Inc. 190.00%10.00%20.00%30.00%40.00%50.00%60.00%70.00%Literary Fiction Mystery/Thriller RomanceFrequentlyOccasionallyRarely
  • 20. © 2013, the Book Industry Study Group, Inc. 20
  • 21. What is your preferred devicefor reading e-books?© 2013, the Book Industry Study Group, Inc. 210.0%10.0%20.0%30.0%40.0%50.0%60.0%Jan-11Mar-11May-11Jul-11Sep-11Nov-11Jan-12Mar-12May-12Jul-12Sep-12Nov-12Jan-13DesktopiPad/iPad MiniAndroid or other tabletKindle FireKindle E-ReaderNook TabletNook ReaderNook ColorOther Dedicated E-Reader
  • 22. What is your preferred devicefor reading e-books?© 2013, the Book Industry Study Group, Inc. 220.0%10.0%20.0%30.0%40.0%50.0%60.0%Jan-11Mar-11May-11Jul-11Sep-11Nov-11Jan-12Mar-12May-12Jul-12Sep-12Nov-12Jan-13DesktopiPad/iPad MiniAndroid or other tabletKindle FireKindle E-ReaderNook TabletNook ReaderNook ColorOther Dedicated E-Reader
  • 23. What is your preferred devicefor reading e-books?© 2013, the Book Industry Study Group, Inc. 230.0%10.0%20.0%30.0%40.0%50.0%60.0%Jan-11Mar-11May-11Jul-11Sep-11Nov-11Jan-12Mar-12May-12Jul-12Sep-12Nov-12Jan-13DesktopiPad/iPad MiniAndroid or other tabletKindle FireKindle E-ReaderNook TabletNook ReaderNook ColorOther Dedicated E-Reader
  • 24. What is your preferred devicefor reading e-books?© 2013, the Book Industry Study Group, Inc. 240.0%10.0%20.0%30.0%40.0%50.0%60.0%Jan-11Mar-11May-11Jul-11Sep-11Nov-11Jan-12Mar-12May-12Jul-12Sep-12Nov-12Jan-13DesktopiPad/iPad MiniAndroid or other tabletKindle FireKindle E-ReaderNook TabletNook ReaderNook ColorOther Dedicated E-Reader
  • 25. What is your preferred devicefor reading e-books?© 2013, the Book Industry Study Group, Inc. 250.0%10.0%20.0%30.0%40.0%50.0%60.0%AmazonDesktop/LaptopAll Other
  • 26. What is your preferred devicefor reading e-books – Power Buyers© 2013, the Book Industry Study Group, Inc. 26
  • 27. What is your preferred devicefor reading e-books?© 2013, the Book Industry Study Group, Inc. 270.0% 10.0% 20.0% 30.0% 40.0% 50.0%TabletsDedicated E-ReadersFrequentlyOccasionallyRarely
  • 28. What is your preferred devicefor reading e-books?© 2013, the Book Industry Study Group, Inc. 28
  • 29. Tablet Usage Behavior:eBook Acquirers© 2013, the Book Industry Study Group, Inc. 290.0%10.0%20.0%30.0%40.0%50.0%60.0% Nov-11Dec-11Jan-12Feb-12Mar-12Apr-12May-12Jun-12Jul-12Aug-12Sep-12Oct-12Nov-12Dec-12Jan-13Feb-13Apple iPad
  • 30. © 2013, the Book Industry Study Group, Inc. 30
  • 31. E-Books Globally© 2013, the Book Industry Study Group, Inc. 31
  • 32. E-Books Globally© 2013, the Book Industry Study Group, Inc. 32
  • 33. The e-book consumer is increasingly resembling the p-book consumerPower Buyers are grown, not bornTablets are (slowly) overtaking dedicated e-readersBut Power Buyers still prefer dedicated e-readers.Amazon still dominates, but is that dominance slipping?Watch for growing opportunities in emerging markets like Brazil and IndiaConclusion© 2013, the Book Industry Study Group, Inc. 33