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THE BOOK INDUSTRY
BY THE NUMBERS in
Student Attitudes Toward Content
Higher Education, Volume 4
MIP for Higher Ed | Januar...
Hello.
My name is:

Nadine Vassallo
Project Manager, Research & Information
BISG

#miphe14
@BISG
#miphe14
@BISG
UNDERSTANDING
THE STUDENT
CONSUMER

#miphe14
@BISG
Ongoing, twice-annual survey of US
college students
Featuring four years of trend data,
from 2010-2013
Includes two-year, ...
Thanks to our sponsors!

#miphe14
@BISG
The Fate of the Textbook
80%
70%
60%
50%
40%
30%
20%
10%
0%
Fall 2010 Spring Fall 2011 Spring Fall 2012 Spring Fall 2013
2...
Required Course Materials
One or more textbooks required
No formal course materials
Materials provided through ILS
One or ...
Required Course Materials
One or more textbooks required
No formal course materials
Materials provided through ILS
One or ...
WHAT DO FACULTY THINK?

Required Course Materials
One or more textbooks required
No formal course materials
Materials prov...
Students Prefer Print
Print textbook
7%
6%

Digital textbook

15%
56%
16%

Print textbook
including online
supplements
Dig...
Why Print?
Prefer look/feel of print
Ease of bookmarking/highlighting
Buyback options
Can keep at end of semester
Don't ha...
Acquisition Process
Buy physical book and keep it after
semester ends
Buy physical book and sell it back
Rent physical boo...
Acquisition Process
Price
Delivery cost
Condition
Delivery speed
Availability/in stock
Supplemental materials

0%

#miphe1...
63% of students who purchased
a digital text were satisfied with
the price they paid…
compare that with 43% of print
textb...
Going Digital
Digital Textbook Purchases (Past 2 Years)
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Fall 2010

#miphe14
@BISG

S...
Going Digital

SURVEY AVERAGE

Attending 4-year college or university
Junior/3rd year student
Senior/4th year student
MBA ...
Device Ownership
80%
70%
60%
50%
40%
30%

20%
10%
0%
Fall 2011

Spring 2012

Fall 2012

Laptop/netbook

Smartphone

iPad

...
Device Ownership
80%
70%
60%
50%
40%
30%
20%
10%
0%
Spring 2012

Fall 2012

Laptop/netbook

#miphe14
@BISG

Spring 2013

D...
Purchase Sources
60%
50%

40%
30%
20%
10%
0%
Fall 2011

Spring 2012

Fall 2012

Spring 2013

Campus bookstore (on-site or ...
Textbook Rental
25%
20%
15%
10%

5%
0%
Spring 2012

Fall 2012

Rent physical book

#miphe14
@BISG

Spring 2013
Rent digita...
Textbook Rental
40%
35%
30%
25%

20%
15%
10%
5%
0%

Fall 2011
Chegg

#miphe14
@BISG

Spring 2012

Fall 2012

Campus AND ot...
Integrated Learning Systems
“…adapts to the needs and styles of
individual students using learning-based
algorithms, simul...
ECompanion

Wiley Plus

Online homework

Annoying

E-Books

Digital book

WASTE OF MY MONEY!

Software Mastering
Study Aid...
Over half of students surveyed
have now taken at least one
course using an ILS.

#miphe14
@BISG
Integrated Learning Systems
To what extent have you used the
ILS?

To what extent did it help your
studying?

To what exte...
Faculty Influence
How likely would you be to purchase digital course materials if
the instructor recommended them and prov...
The majority of faculty members
(56%) indicate they are solely
responsible for selecting
materials for their classes.

#mi...
WHAT DO FACULTY THINK?

Course Material Selection
Experience with a previous edition
Pedagogy within the textbook
Low cost...
WHAT DO FACULTY THINK?

Integrated Learning Systems
Yes, I am likely to teach a course
using an ILS within the next year
N...
Illicit Acquisition Behaviors
45%
40%

35%
30%
25%
20%
15%
10%
5%

0%
Fall 2011

Spring 2012

Fall 2012

Spring 2013

Phot...
WHAT DO FACULTY THINK?

Illicit Acquisition Behaviors
Photocopying or scanning chapters of
textbooks from other students
B...
Attitudes Toward Copyright
Music
Games
Film
Television
Textbooks
Other books
0%
Not at all

#miphe14
@BISG

10%

20%

30%
...
Attitudes Toward Copyright
Photocopied/scanned content
from other students
Downloaded digital content from
other students
...
Illicit Acquisition Behaviors
Friend or roommate
Another student
A website

Instructor
Newspaper article
Family member
0%
...
Illicit Acquisition Behaviors
New textbooks are too expensive
Have low income/budget for books
Instructor doesn't use book...
Price & Value
Textbook prices are reasonable, considering their value

5%

Disagree
Agree

40%
55%

#miphe14
@BISG

Don't ...
Price & Value
I'm willing to get textbooks at the lowest cost, even if it means
purchasing older editions

6%

Agree

25%
...
Price & Value
I would spend money on learning solution that improves my
results by 1 letter grade or more.

8%
14%

Agree
...
Price & Value
I would spend money on a learning solution that reduces my study
time by 25%.

9%
18%

Agree
Disagree
Don't ...
Students are willing to spend…
on products they perceive
as having value.

#miphe14
@BISG
For students, value =
increased studying efficiency
or improved grades.

#miphe14
@BISG
Thanks for listening!

Nadine Vassallo
Project Manager, Research &
Information
BISG
nadine@bisg.org
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Student Attitudes Toward Higher Education with Nadine Vassallo, Project Manager of Research and Information at BISG

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Nadine Vassallo examines how students interact with course content as revealed by the results of the research contained in the latest volume of Student Attitudes Toward Content in Higher Education, one of BISG's longstanding flagship studies.

Published in: Education, Business
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  • Campus bookstores are actually trending up (when we consider both in person and online purchases), and – perhaps surprisingly – Amazon is trending down in terms of textbook purchases
  • Textbook rentals have started to catch on over the past few surveys. Almost 19% of students now indicate that they prefer rental over purchase; 22% say they rent a physical textbook most often for their classes, and 5% now most often rent a digital text.
  • When it comes to rentals, we’re seeing the opposite trend from the purchase sources we looked at. Amazon has taken off since getting into the rental game and continues to grow quickly.
  • At least “occasionally”
  • Would have to be <$50 to get students to purchase instead of copying or downloading. Most are looking for a price around the $20-40 range.
  • Transcript of "Student Attitudes Toward Higher Education with Nadine Vassallo, Project Manager of Research and Information at BISG"

    1. 1. THE BOOK INDUSTRY BY THE NUMBERS in Student Attitudes Toward Content Higher Education, Volume 4 MIP for Higher Ed | January 13, 2014 #miphe14 @BISG
    2. 2. Hello. My name is: Nadine Vassallo Project Manager, Research & Information BISG #miphe14 @BISG
    3. 3. #miphe14 @BISG
    4. 4. UNDERSTANDING THE STUDENT CONSUMER #miphe14 @BISG
    5. 5. Ongoing, twice-annual survey of US college students Featuring four years of trend data, from 2010-2013 Includes two-year, four-year, private, public, and for-profit institutions Accompanied by a survey of higher ed faculty in Spring 2012 and 2013 #miphe14 @BISG
    6. 6. Thanks to our sponsors! #miphe14 @BISG
    7. 7. The Fate of the Textbook 80% 70% 60% 50% 40% 30% 20% 10% 0% Fall 2010 Spring Fall 2011 Spring Fall 2012 Spring Fall 2013 2011 2012 2013 #miphe14 @BISG
    8. 8. Required Course Materials One or more textbooks required No formal course materials Materials provided through ILS One or more textbooks recommended Materials assembled in course pack Open educational resources used Other 0% 10% 20% 30% 40% 50% 60% 70% Fall 2013 #miphe14 @BISG
    9. 9. Required Course Materials One or more textbooks required No formal course materials Materials provided through ILS One or more textbooks recommended Materials assembled in course pack Open educational resources used Other 0% #miphe14 @BISG Fall 2013 20% Fall 2012 40% Fall 2011 60% 80%
    10. 10. WHAT DO FACULTY THINK? Required Course Materials One or more textbooks required No formal course materials Materials provided through ILS One or more textbooks recommended Materials assembled in course pack Open educational resources used Other 0% 0 STUDENTS #miphe14 @BISG 20% 0.2 40% 0.4 FACULTY 60% 0.6 80% 0.8 100% 1
    11. 11. Students Prefer Print Print textbook 7% 6% Digital textbook 15% 56% 16% Print textbook including online supplements Digital textbook including online system No preference #miphe14 @BISG
    12. 12. Why Print? Prefer look/feel of print Ease of bookmarking/highlighting Buyback options Can keep at end of semester Don't have device Can share/copy Privacy concerns Poor experience with digital 0% 20% Fall 2013 #miphe14 @BISG 40% 60% 80% 100%
    13. 13. Acquisition Process Buy physical book and keep it after semester ends Buy physical book and sell it back Rent physical book Rent digital book Buy digital book Try to get by without it 0% Fall 2013 #miphe14 @BISG 10% 20% Fall 2012 30% 40% 50%
    14. 14. Acquisition Process Price Delivery cost Condition Delivery speed Availability/in stock Supplemental materials 0% #miphe14 @BISG 10% 20% 30% 40% 50% 60% 70% 80%
    15. 15. 63% of students who purchased a digital text were satisfied with the price they paid… compare that with 43% of print textbook purchasers. #miphe14 @BISG
    16. 16. Going Digital Digital Textbook Purchases (Past 2 Years) 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Fall 2010 #miphe14 @BISG Spring 2011 Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013
    17. 17. Going Digital SURVEY AVERAGE Attending 4-year college or university Junior/3rd year student Senior/4th year student MBA student Pays for most of own course materials Prefers online courses Has taken a course using Pearson MyLab Has taken a course using Pearson Mastering Has taken a course using Wiley Plus Has taken a course using Cengage MindTap Has taken a course using McGraw-Hill… 0% #miphe14 @BISG 10% 20% 30% 40% 50% 60% 70%
    18. 18. Device Ownership 80% 70% 60% 50% 40% 30% 20% 10% 0% Fall 2011 Spring 2012 Fall 2012 Laptop/netbook Smartphone iPad Kindle Fire #miphe14 @BISG Spring 2013 Fall 2013 Desktop computer
    19. 19. Device Ownership 80% 70% 60% 50% 40% 30% 20% 10% 0% Spring 2012 Fall 2012 Laptop/netbook #miphe14 @BISG Spring 2013 Desktop computer Fall 2013 Tablet
    20. 20. Purchase Sources 60% 50% 40% 30% 20% 10% 0% Fall 2011 Spring 2012 Fall 2012 Spring 2013 Campus bookstore (on-site or website) Other bookstore (on-site or website) Amazon All other sources #miphe14 @BISG Fall 2013
    21. 21. Textbook Rental 25% 20% 15% 10% 5% 0% Spring 2012 Fall 2012 Rent physical book #miphe14 @BISG Spring 2013 Rent digital book Fall 2013
    22. 22. Textbook Rental 40% 35% 30% 25% 20% 15% 10% 5% 0% Fall 2011 Chegg #miphe14 @BISG Spring 2012 Fall 2012 Campus AND other local bookstores Spring 2013 B&N.com Fall 2013 Amazon.com
    23. 23. Integrated Learning Systems “…adapts to the needs and styles of individual students using learning-based algorithms, simulations, and discovery exercises. An ILS blends traditional textbook content with online resources and makes extensive use of assessments to measure learning outcomes.” #miphe14 @BISG
    24. 24. ECompanion Wiley Plus Online homework Annoying E-Books Digital book WASTE OF MY MONEY! Software Mastering Study Aids Aplia Online stuff Great Useful #miphe14 @BISG ? OK Extras N/A Tools Frustrating Course pack Work Google Don’t knowWebsite Useless Blackboard Integrated Learning Systems Helpful Supplements MyMathLab Class site
    25. 25. Over half of students surveyed have now taken at least one course using an ILS. #miphe14 @BISG
    26. 26. Integrated Learning Systems To what extent have you used the ILS? To what extent did it help your studying? To what extent did it help improve your grade? 0% 10% 20% 30% 40% 50% 60% 70% To a large extent #miphe14 @BISG Somewhat Not much
    27. 27. Faculty Influence How likely would you be to purchase digital course materials if the instructor recommended them and provided URL? 19% 31% Very Likely Likely Unlikely 50% #miphe14 @BISG
    28. 28. The majority of faculty members (56%) indicate they are solely responsible for selecting materials for their classes. #miphe14 @BISG
    29. 29. WHAT DO FACULTY THINK? Course Material Selection Experience with a previous edition Pedagogy within the textbook Low cost to students Good teaching aids for instructors Service provided by the publisher Availability of online quizzing, tutoring, self-assessments… Use of an Integrated Learning System (e.g., WileyPlus, Pearson… 0% #miphe14 @BISG June 2013 20% 40% Feb. 2012 60% 80% 100%
    30. 30. WHAT DO FACULTY THINK? Integrated Learning Systems Yes, I am likely to teach a course using an ILS within the next year No, I am not likely to teach a course using an ILS within the next year Not sure 0% 20% 40% 60% 80% 100% Yes, I have taught a course making extensive use of an ILS No, I have not taught a course making extensive use of an ILS #miphe14 @BISG
    31. 31. Illicit Acquisition Behaviors 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Fall 2011 Spring 2012 Fall 2012 Spring 2013 Photocopied/scanned content from other students Downloaded digital content from other students Acquired content from pirate website #miphe14 @BISG Acquired international versions of texts Fall 2013
    32. 32. WHAT DO FACULTY THINK? Illicit Acquisition Behaviors Photocopying or scanning chapters of textbooks from other students Buying or acquiring textbooks from a pirate Website Buying or acquiring international versions of textbooks Downloading course materials from a Website not specifically authorized by… Downloading other course material from other students Downloading digital textbook content from other students 0% #miphe14 @BISG June 2013 10% Feb. 2012 20% 30% 40%
    33. 33. Attitudes Toward Copyright Music Games Film Television Textbooks Other books 0% Not at all #miphe14 @BISG 10% 20% 30% To a limited extent 40% 50% To a large extent 60%
    34. 34. Attitudes Toward Copyright Photocopied/scanned content from other students Downloaded digital content from other students Acquired content from pirate website Acquired international versions of texts 0% "Not at all" #miphe14 @BISG 20% 40% Survey Average 60% 80% 100%
    35. 35. Illicit Acquisition Behaviors Friend or roommate Another student A website Instructor Newspaper article Family member 0% #miphe14 @BISG 10% 20% 30% 40% 50%
    36. 36. Illicit Acquisition Behaviors New textbooks are too expensive Have low income/budget for books Instructor doesn't use book enough Student loans are too high My friends do it My parents can't pay for books 0% #miphe14 @BISG 10% 20% 30% 40%
    37. 37. Price & Value Textbook prices are reasonable, considering their value 5% Disagree Agree 40% 55% #miphe14 @BISG Don't know
    38. 38. Price & Value I'm willing to get textbooks at the lowest cost, even if it means purchasing older editions 6% Agree 25% Disagree Don't know 69% #miphe14 @BISG
    39. 39. Price & Value I would spend money on learning solution that improves my results by 1 letter grade or more. 8% 14% Agree Disagree Don't know 78% #miphe14 @BISG
    40. 40. Price & Value I would spend money on a learning solution that reduces my study time by 25%. 9% 18% Agree Disagree Don't know 73% #miphe14 @BISG
    41. 41. Students are willing to spend… on products they perceive as having value. #miphe14 @BISG
    42. 42. For students, value = increased studying efficiency or improved grades. #miphe14 @BISG
    43. 43. Thanks for listening! Nadine Vassallo Project Manager, Research & Information BISG nadine@bisg.org
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