BPAA PD Day: BNC Research

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  • 1. BNC  Research  &  Educa0on
  • 2. -­‐6.6%  volume-­‐4.9%  value2011  vs.  2012
  • 3. 492,528  ISBNs  with  sales
  • 4. Fic0on  ….  -­‐5%Non-­‐fic0on  …  -­‐10%Juvenile  …  -­‐5%  (+1%  value)Let’s  talk  romance...
  • 5. 2009  -­‐  2011
  • 6. +2012
  • 7. -­‐    Mass  Market+  Trade  Paper-­‐    Hardcover
  • 8. Who  buys  these  books?
  • 9. Canadians  -­‐  Leisure  Ac/vi/es!"!!!#$ %"!!!#$ &!"!!!#$ &%"!!!#$ !"!!!#$ %"!!!#$ (!"!!!#$)*+,-.$/0,12,$2/,3456$7+8//49:$;4949:$8<*$=-1>2$$?01649:$@4A,8$:1B,2$C,01D49:$E1*3+49:$1$B8@4,$7/,9A49:$FB,$G4*+$5-4,9A2$H131F89$I42*,949:$*8$B<243$J-8G249:$*+,$49*,-9,*$KD,-34249:LG8-M49:$8<*$7/,9A49:$FB,$G4*+$51B406$C,1A49:$E1*3+49:$NH$!&$ !&($
  • 10. correlaon  does  not  imply  causaonhttp://imgs.xkcd.com/comics/correlation.png
  • 11. Canadians  -­‐  Reading!"# $!"# %!"# &!"# !"# (!"# )!"# *!"# +!"# ,!"# $!!"#-./0#/#1223#24#56#52178.#9:24.#;7<=.4#=2#/>072#1223<#-./0#07?7=/8#1223<##-./0#1223<#@9/9.A#B.A<724C#D2A.#=:/4#&#:2>A<#9.A#0/6# $#=2#&#:2>A<#9.A#0/6# E$#:2>A#9.A#0/6#%!$%#%!$&#
  • 12. the  Canadian  book-­‐buyer•  female•  born  in  Canada•  have  a  household  income  of  $50,000  to  $74,999•  a  professional  or  execuve•  employed  full-­‐me•  have  a  university  degree•  live  in  a  city  or  urban  area•  good  chance  they  didn’t  buy  their  book  in  a  ‘bookstore’
  • 13. the  Canadian  book-­‐buyer1  in  3  Canadians  Buy  a  Book  Each  Month
  • 14. In  2012  Book  Buyers  bought  2.87  books  a  monththe  Canadian  book-­‐buyer
  • 15. Ebook  Sales
  • 16. Methodology• Online  survey• Approximately  1000  English  speaking  book  buyers  across  Canada  are  surveyed  each  quarter  (333  per  month)• Respondents  had  to  purchase  at  least  1  book  in  the  proceeding  month  to  qualify• Ques/ons  are  asked  about  all  books  purchased  • Par/cipants  are  compensated  for  par/cipa/on• Same  base  ques/onnaire  being  asked  each  quarter• Ability  to  ask  custom  ques/ons  with  each  quarterly  fielding  
  • 17. ~4,000  respondents  about~12,000  booksin  2012  we  asked...
  • 18. Book  Retailers 37%Non-­‐Book  Retailers 33%Online   27%Other 3%where  did  they  buy
  • 19. what  formats  did  they  buyFormat/Period Q1  2012 Q2  2012 Q3  2012 Q4  2012Print 86% 87% 86% 88%Ebook 21% 18% 19% 15%Both 5% 6% 6% 5%
  • 20. what  subjects  did  they  buy!"#$!"#%!"#&!"#!"#(!"#)!"#*!"#+!"#,!"#$!!"#-..#-/0.1#23345# -/0.1#67893:# -/0.1#;3:<67893:#=1>?@#A<2334#BCD?@EC84#FC@/83G?@#Subject  by  Format
  • 21. how  many  ebooks  did  they  buy!"!!#$%"!!#$&"!!#$"!!#$("!!#$)!"!!#$)%"!!#$)&"!!#$)"!!#$)("!!#$%!"!!#$*)$ *%$ *+$ *&$,-./-0123-$45$678449$:2;-<$%!)%$$678449$$
  • 22. what  did  they  pay!"#$%&!"&$(&!"#$)&!*$&+!,$,,!)$,,!",$,,!")$,,!#,$,,!#)$,,-../012345 6317809:1 ;3<:1=38> ?@A00>Average  price  paid  for  books  purchased  in  2012
  • 23. comparison  shopping  -­‐  formats!"!#$%"!#$&!"!#$&%"!#$!"!#$%"!#$(!"!#$(%"!#$)*+,$ -./+0/+1$ 234+56$ 7+8+4$ 9$.,56$:;4<=31+$+>?..@1$
  • 24. !"!#$%"!#$&!"!#$&%"!#$!"!#$%"!#$(!"!#$(%"!#$)*+,$ -./+0/+1$ 234+56$ 7+8+4$comparison  shopping  -­‐  retailers
  • 25. devices  they  own27%  of  book  buyers  own  a  dedicated  e-­‐reader20%  of  book  buyers  own  a  tablet
  • 26. Discovery  -­‐  all  formats#1  -­‐  In  store#2  -­‐  Recommenda/on  from  a  friend  #3  -­‐  Read  a  review#4  -­‐  Read  an  excerpt  #5  -­‐  Bestseller  List
  • 27. awareness  that  results  in  a  sale  *!"#$%&#$#$!#$&#$#$()*+,-./)$0)12),$3-2)4$$56$7892/$04:,-$*  Respondents  can  make  more  than  one  selecon%  of  all  books  purchased  in  2012
  • 28. in-­‐person  awareness  *  Respondents  can  make  more  than  one  selecon!"#"$%"&("#)**"+&,-)+.()*,.($"+&/("0,-%"1234356))7809:/(",&$+;;()9<124=56))7>,$(1=4?5@,A,9BC)(B,07,:)9BBC":))7124D5!"#$<$"+BEF7"&>)(GB"*1H4I5!"#"$%"&,F,J$K1=4H5EB@#C))01L4I5EBBC"0$:(,(M1D425G+N@B)("@,0"F80"(71H4O5G+N@B)("P$F<0,M/Q+@C"0./@<$++$+;!,#71=L4O5QBC"(12I435
  • 29. !"#"$%&()*+(,-(./01"12()*+(,-()*(3&("(/40%5(64"&&2("*7+(8-(9"*("&(:;215(<23=(5>(433?+(@A-(B="%C(D23=(95"%C2+(E-(B="%C(D23=(FG4C%0>2+(8-(H33?(9I%/(6J#+(.K(L%=07+(M-(NG053=2(9I%/(6J#J+(3&("(25"%C2O0(/40%57+(P-()G5>32O0(Q40%5+(@,-(FG4C%0>2O0(Q40%5+(R-(9"*("43G5("G5>32S433?(3&("(4C3#+(T-(U"/+(32(>"2*("43G5+(5>("G5>32S433?(%&("(I%*3(6J#J+(K3G5G47+(E-(9;%I*(2;3==&*"V3&(3&("(03;%"C(&5/32?(6J#J+(D";433?+(L/%W27+(R-(95"%C2(2;3==&*"V3&(3&("(25"%C2O0(/40%5(6J#J()="$3&J;"7+(@X-(H33?(NCG4S2"*%&#(#23G1+(8-(9"*("(5"02(%&("(433?(Y(/"0(2"*%&#+(E-(Z5>2+(AE-(online  awareness
  • 30. awareness  vs.  format!"#$!"#%!"#&!"#!"#(!"#)!"#*!"#+!"#,!"#$!!"#-..# /0123# 456778#9:;23#/3<=:#9=.<=2#>=#123?7=#
  • 31. Discovery  -­‐  ebooks#1  -­‐  Recommenda/on  from  a  friend#2  -­‐  Read  an  excerpt  #3  -­‐  Bestseller  List#4  -­‐  Retailer  recommenda/on#5  -­‐  Author’s  website
  • 32. awareness  vs.  subjectAdult  Ficon...Adult  Non-­‐Ficon...Bestseller  Lists,  In-­‐Store,  ExcerptsRecommenda0ons,  See/Hear  the  Author,  School  or  Library
  • 33. Going  to  the  store/browser...25%  of  book  purchases  are  impulse  buys
  • 34. Going  to  the  store/browser...25% of book purchases are impulse buysBUTEbook purchases tend to beplanned
  • 35. #1  -­‐  I  like  the  topic/subject#2  -­‐  I  like  the  author#3  -­‐  Price#4  -­‐  I’ve  read  other  books  in  the  series#5  -­‐  I  looked  though  the  book  and  liked  itWhy  did  you  purchase  this  book?N  =  8665All  Books...
  • 36. #1  -­‐  I  like  the  author#2  -­‐  I  like  the  series#3  -­‐  Price#4  -­‐  I  like  the  character#5  -­‐  Intrigued  by  book  /tleWhy  did  you  purchase  this  book?N  =  1005Fic/on  -­‐  Mystery
  • 37. social  ‘reader’  networks!"#$%&()&*""+,$-+.%&/)&0123-34561#7%&()&0181#7&9":1-;%&()&<""=.>"##$:?%&()&>"##$:?@1-<""=.%&A)&,$+,""B%&C)&D$,$-+E:"B%&A)&FG;.$&H?%&A)&96$;I-31%&C)&JK?6&96$;I%&A)&L?6$3%&()&L?6$3%&C/)&
  • 38. Annual  Overview  out  this  week!
  • 39. reader  percepCon  of  Canadian  content
  • 40. Robert MunchkinHarper CollinsBooks are books I really donʼt care who wrote them unless itʼs Louis LʼAmour BESTAUTHOR EVER
  • 41. Juvenile Study - Sep., 2013!Respondents•  parents  of  kids  under  13•13-­‐17  year  olds
  •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
  • 43. • PubFight  www.booknetcanada.ca/pubfight• BNC  Technology  Forum  www.booknetcanada.ca/technology-­‐forum• Code  Meet  Print  TOwww.meetup.com/CMP-­‐TO• Classrooms:  publishing  programs,  publishing  associa0onsEduca0on
  • 44. For  more  info.  on  our  research  &  educa0on  projects:hbp://www.booknetcanada.ca/research-­‐and-­‐educa0on