THE BOOK INDUSTRY
BY THE NUMBERS
BISG Webcast | March 18, 2014
Student Attitudes Toward Content in
Higher Education, Volum...
@BISG
…all participant phone lines have been muted.
…we’ll attempt to take your questions as we go
along via Chat.
…only t...
Hello.
Today’s speaker is:
Nadine Vassallo
Project Manager, Research & Information
BISG
@BISG
@BISG
UNDERSTANDING
THE STUDENT
CONSUMER
@BISG
Ongoing, twice-annual survey of US
college students
Includes two-year, four-year, private,
public, and for-profit institut...
Thanks to our sponsors!
@BISG
The Fate of the Textbook
0%
10%
20%
30%
40%
50%
60%
70%
80%
Fall 2010 Spring
2011
Fall 2011 Spring
2012
Fall 2012 Spring
2...
Required Course Materials
0% 10% 20% 30% 40% 50% 60% 70%
Other
Open educational resources used
Materials assembled in cour...
Required Course Materials
0% 20% 40% 60% 80%
Other
Open educational resources used
Materials assembled in course pack
One ...
WHAT DO FACULTY THINK?
Required Course Materials
0 0.2 0.4 0.6 0.8 1
Other
Open educational resources used
Materials assem...
Students Prefer Print
56%
16%
15%
6%
7%
Print textbook
Digital textbook
Print textbook
including online
supplements
Digita...
Why Print?
0% 20% 40% 60% 80% 100%
Poor experience with digital
Privacy concerns
Can share/copy
Don't have device
Can keep...
Acquisition Process
0% 10% 20% 30% 40% 50%
Try to get by without it
Buy digital book
Rent digital book
Rent physical book
...
Purchase Sources
0%
10%
20%
30%
40%
50%
60%
Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013
Campus bookstore (on-sit...
Textbook Rental
0%
5%
10%
15%
20%
25%
Spring 2012 Fall 2012 Spring 2013 Fall 2013
Rent physical book Rent digital book
@BI...
Textbook Rental
0%
5%
10%
15%
20%
25%
30%
35%
40%
Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013
Chegg Campus AND o...
Acquisition Process
0% 10% 20% 30% 40% 50% 60% 70% 80%
Supplemental materials
Availability/in stock
Delivery speed
Conditi...
Used Market Impact
69%
25%
6%
I'm willing to get textbooks at the lowest cost, even if it means
purchasing older editions....
Price
55%
40%
5%
Textbook prices are reasonable, considering their value.
Disagree
Agree
Don't know
@BISG
Illicit Acquisition Behaviors
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013
...
WHAT DO FACULTY THINK?
Illicit Acquisition Behaviors
0% 10% 20% 30% 40%
Downloading digital textbook content
from other st...
Illicit Acquisition Behaviors
0% 10% 20% 30% 40% 50%
Family member
Newspaper article
Instructor
A website
Another student
...
Illicit Acquisition Behaviors
0% 10% 20% 30% 40%
My parents can't pay for books
My friends do it
Student loans are too hig...
Attitudes Toward Copyright
0% 10% 20% 30% 40% 50% 60%
Other books
Textbooks
Television
Film
Games
Music
Not at all To a li...
Attitudes Toward Copyright
0% 20% 40% 60% 80% 100%
Acquired international versions of
texts
Acquired content from pirate
w...
Going Digital
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Fall 2010 Spring
2011
Fall 2011 Spring
2012
Fall 2012 Spring
2013
Fall...
Going Digital
0% 10% 20% 30% 40% 50% 60% 70%
Has taken a course using McGraw-Hill…
Has taken a course using Cengage MindTa...
Device Ownership
0%
10%
20%
30%
40%
50%
60%
70%
80%
Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013
Laptop/netbook S...
Device Use
0%
10%
20%
30%
40%
50%
60%
70%
80%
Spring 2012 Fall 2012 Spring 2013 Fall 2013
Laptop/netbook Desktop computer ...
63% of students who purchased
a digital text were satisfied with
the price they paid…
@BISG
63% of students who purchased
a digital text were satisfied with
the price they paid…
compare that with 43% of print
textb...
Integrated Learning Systems
“…adapts to the needs and styles of
individual students using learning-based
algorithms, simul...
Integrated Learning Systems
Don’t know
N/A
Helpful
Online homework
Blackboard
Useful
Annoying
Supplements
Tools
Great
E-Bo...
Over half of students surveyed
have now taken at least one
course using an ILS.
@BISG
Integrated Learning Systems
0% 10% 20% 30% 40% 50% 60% 70%
To what extent did it help improve
your grade?
To what extent d...
The majority of faculty members
(56%) indicate they are solely
responsible for selecting
materials for their classes.
@BISG
Faculty Influence
31%
50%
19%
How likely would you be to purchase digital course materials if
the instructor recommended t...
WHAT DO FACULTY THINK?
Course Material Selection
0% 20% 40% 60% 80% 100%
Use of an Integrated Learning System
(e.g., Wiley...
WHAT DO FACULTY THINK?
Integrated Learning Systems
0% 20% 40% 60% 80% 100%
Not sure
No, I am not likely to teach a
course ...
WHAT DO FACULTY THINK?
Price & Value
78%
14%
8%
I would spend money on learning solution that improves my
results by 1 letter grade or more.
Agre...
Price & Value
73%
18%
9%
I would spend money on a learning solution that reduces my study
time by 25%.
Agree
Disagree
Don'...
Students are willing to spend…
on products they perceive
as having value.
@BISG
Value =
Increased Studying Efficiency
or Improved Grades
@BISG
Student Attitudes, Volume
4, Survey 2 is in the field now!
Also coming soon: Digital
Books and the New
Subscription Econom...
Thanks for listening!
Nadine Vassallo
Project Manager, Research &
Information
BISG
nadine@bisg.org
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Student Attitudes Toward Content in Higher Education, with Nadine Vassallo, Project Manager of Research & Information, BISG, March 18, 2014

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The way students learn and instructors teach is undergoing a radical shift, and the role of the traditional print "textbook" as the foundational tool for instruction is changing along with the traditional publishing model. To help shed light on these changes, BISG's Student Attitudes Toward Content in Higher Education survey continues to provide a baseline for tracking the rapid evolution underway in the higher education market. Join Nadine Vassallo, BISG's Project Manager of Research and Information, as she shares data from the most recent volume of Student Attitudes, providing an up-to-the-moment analysis of the current behavioral trends that will inform the development of the higher education industry, and learn more about how Student Attitudes can offer your practical guidance for refining your business strategies in an ever-shifting marketplace.

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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
  • 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.
  • Student Attitudes Toward Content in Higher Education, with Nadine Vassallo, Project Manager of Research & Information, BISG, March 18, 2014

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