BPAA PD Day: BNC Research

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BPAA PD Day: BNC Research

  1. 1. BNC  Research  &  Educa0on
  2. 2. -­‐6.6%  volume-­‐4.9%  value2011  vs.  2012
  3. 3. 492,528  ISBNs  with  sales
  4. 4. Fic0on  ….  -­‐5%Non-­‐fic0on  …  -­‐10%Juvenile  …  -­‐5%  (+1%  value)Let’s  talk  romance...
  5. 5. 2009  -­‐  2011
  6. 6. +2012
  7. 7. -­‐    Mass  Market+  Trade  Paper-­‐    Hardcover
  8. 8. Who  buys  these  books?
  9. 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. 10. correlaon  does  not  imply  causaonhttp://imgs.xkcd.com/comics/correlation.png
  11. 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. 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. 13. the  Canadian  book-­‐buyer1  in  3  Canadians  Buy  a  Book  Each  Month
  14. 14. In  2012  Book  Buyers  bought  2.87  books  a  monththe  Canadian  book-­‐buyer
  15. 15. Ebook  Sales
  16. 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. 17. ~4,000  respondents  about~12,000  booksin  2012  we  asked...
  18. 18. Book  Retailers 37%Non-­‐Book  Retailers 33%Online   27%Other 3%where  did  they  buy
  19. 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. 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. 21. how  many  ebooks  did  they  buy!"!!#$%"!!#$&"!!#$"!!#$("!!#$)!"!!#$)%"!!#$)&"!!#$)"!!#$)("!!#$%!"!!#$*)$ *%$ *+$ *&$,-./-0123-$45$678449$:2;-<$%!)%$$678449$$
  22. 22. what  did  they  pay!"#$%&!"&$(&!"#$)&!*$&+!,$,,!)$,,!",$,,!")$,,!#,$,,!#)$,,-../012345 6317809:1 ;3<:1=38> ?@A00>Average  price  paid  for  books  purchased  in  2012
  23. 23. comparison  shopping  -­‐  formats!"!#$%"!#$&!"!#$&%"!#$!"!#$%"!#$(!"!#$(%"!#$)*+,$ -./+0/+1$ 234+56$ 7+8+4$ 9$.,56$:;4<=31+$+>?..@1$
  24. 24. !"!#$%"!#$&!"!#$&%"!#$!"!#$%"!#$(!"!#$(%"!#$)*+,$ -./+0/+1$ 234+56$ 7+8+4$comparison  shopping  -­‐  retailers
  25. 25. devices  they  own27%  of  book  buyers  own  a  dedicated  e-­‐reader20%  of  book  buyers  own  a  tablet
  26. 26. Discovery  -­‐  all  formats#1  -­‐  In  store#2  -­‐  Recommenda/on  from  a  friend  #3  -­‐  Read  a  review#4  -­‐  Read  an  excerpt  #5  -­‐  Bestseller  List
  27. 27. awareness  that  results  in  a  sale  *!"#$%&#$#$!#$&#$#$()*+,-./)$0)12),$3-2)4$$56$7892/$04:,-$*  Respondents  can  make  more  than  one  selecon%  of  all  books  purchased  in  2012
  28. 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. 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()="$3&J;"7+(@X-(H33?(NCG4S2"*%&#(#23G1+(8-(9"*("(5"02(%&("(433?(Y(/"0(2"*%&#+(E-(Z5>2+(AE-(online  awareness
  30. 30. awareness  vs.  format!"#$!"#%!"#&!"#!"#(!"#)!"#*!"#+!"#,!"#$!!"#-..# /0123# 456778#9:;23#/3<=:#9=.<=2#>=#123?7=#
  31. 31. Discovery  -­‐  ebooks#1  -­‐  Recommenda/on  from  a  friend#2  -­‐  Read  an  excerpt  #3  -­‐  Bestseller  List#4  -­‐  Retailer  recommenda/on#5  -­‐  Author’s  website
  32. 32. awareness  vs.  subjectAdult  Ficon...Adult  Non-­‐Ficon...Bestseller  Lists,  In-­‐Store,  ExcerptsRecommenda0ons,  See/Hear  the  Author,  School  or  Library
  33. 33. Going  to  the  store/browser...25%  of  book  purchases  are  impulse  buys
  34. 34. Going  to  the  store/browser...25% of book purchases are impulse buysBUTEbook purchases tend to beplanned
  35. 35. #1  -­‐  I  like  the  topic/subject#2  -­‐  I  like  the  author#3  -­‐  Price#4  -­‐  I’ve  read  other  books  in  the  series#5  -­‐  I  looked  though  the  book  and  liked  itWhy  did  you  purchase  this  book?N  =  8665All  Books...
  36. 36. #1  -­‐  I  like  the  author#2  -­‐  I  like  the  series#3  -­‐  Price#4  -­‐  I  like  the  character#5  -­‐  Intrigued  by  book  /tleWhy  did  you  purchase  this  book?N  =  1005Fic/on  -­‐  Mystery
  37. 37. social  ‘reader’  networks!"#$%&()&*""+,$-+.%&/)&0123-34561#7%&()&0181#7&9":1-;%&()&<""=.>"##$:?%&()&>"##$:?@1-<""=.%&A)&,$+,""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. 38. Annual  Overview  out  this  week!
  39. 39. reader  percepCon  of  Canadian  content
  40. 40. Robert MunchkinHarper CollinsBooks are books I really donʼt care who wrote them unless itʼs Louis LʼAmour BESTAUTHOR EVER
  41. 41. Juvenile Study - Sep., 2013!Respondents•  parents  of  kids  under  13•13-­‐17  year  olds
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
  43. 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. 44. For  more  info.  on  our  research  &  educa0on  projects:hbp://www.booknetcanada.ca/research-­‐and-­‐educa0on

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