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Understanding the Children's Book Consumer in the Digital Age
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Understanding the Children's Book Consumer in the Digital Age

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A focused look at activities, purchasing influences, and behaviours of today's book consumer. ...

A focused look at activities, purchasing influences, and behaviours of today's book consumer.

Chuck Lamantia (Bowker) presents on reading and purchasing habits of parents and children. The findings are based on Understanding the Children’s Book Consumer in the Digital Age, Bowker’s ongoing biannual survey that tracks attitudes, drivers, and trends in the children’s book market in the US.

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  • 1. Understanding the Children’s Book Consumer in the Digital Age:A focused look at activities, purchasing influences, and behaviors of today’s book consumerWave 2 – Fall 2011 / Wave 3 – Spring 2012 / Wave 4 – Fall 2012This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.
  • 2. WHO ARE WE… ?MarketResearchKristen McLeanProject EditorFounder & CEOBookigee, Inc.www.bookigee.comwww.kristenmclean.org@BKGKristenCarl KuloLead AnalystSenior Data AnalystBowker Market Researchwww.bookconsumer.com#Bowker
  • 3. 2Core questions about influences and activitiesCollaborative effort among all subscribersProprietary questions for individual clientsFielding Periods:• Fall 2011 (October 7 2011 through November 2 2011)• Spring 2012 (April 4 2012 through April 24 2012)• Fall 2012 (October 15 2012 through November 4 2012)Fall 2012…2 Online Surveys:• 0 to 12: N= 2000 (Parents/Guardians respond) (0 to 6: N = 1000) (7 to 12: N = 1000)• 13 to 17: N = 1000 (Young Adult responds, with parental OK) At 95% confidence level, Margin of Error = +/- 3.1% for each segment of 1,000Methodology
  • 4. 3EXECUTIVE SUMMARY BASELINE FINDINGS FROM FIRST THREE FIELDINGS• Children’s market very stable• Changes are incremental, not exponential• Kids are omnivorous media consumers• Highly local influences on decision-making• Kids 7-12 a very clear consumer force• Although rising, teen eBook adoption does not align withsales
  • 5. 4EXECUTIVE SUMMARY KEY FINDINGS WAVE FOUR (NOV 2012)• Marked decline in bookstore and library influence• “Friends & family” take top spot as influencers• Parental attitudes toward kids’ e-books evolving• Girls outpacing boys in almost every area of media use• Teens attitudes toward e-books “snapping back” to print
  • 6. InsertImageHere5Acquisition & Discovery 0-12Section 1:
  • 7. Nature of Book Acquisition:Where specifically do they get the books they read for fun? (Fall 2012)2%3%2%3%2%3%4%6%8%4%9%10%6%15%21%29%28%1%1%2%1%2%2%4%4%4%9%5%12%22%14%12%26%34%0% 10% 20% 30% 40%Other, please specifyIndependent / local bookstore (not a major national or regional…iTunesOther online retailer (B&N.com, etc.)ebook appsBooks-a-Million bookstoreHalf-Price BooksUsed bookstoreGarage sale/sidewalk sale/secondhand shopScholastic book fairsOther Big Box store (Target, Costco, etc.)Scholastic book clubsSchool LibraryBarnes & Noble bookstoreWalMart or Sams ClubAmazon.comPublic LibraryHas a child 7-12Has a child 0-6-16/-16%!-6/-8%
  • 8. Trends in acquisition by key sources…..• 0 to 6 • 7 to 1234%23%26% 26%31%22%29%32%28%15%29%21%0%5%10%15%20%25%30%35%40%45%Libraries B&N Amazon WalMartFall 2011 Spring 2012 Fall 201242%31%28%21%41%27%28%26%34%14%26%12%0%5%10%15%20%25%30%35%40%45%Libraries B&N Amazon WalMartFall 2011 Spring 2012 Fall 2012
  • 9. Nature of Book Acquisition:Highest ranking influencers for children (Fall 2012)7%10%8%8%8%9%10%8%15%16%17%21%15%19%23%16%33%27%5%5%7%8%9%9%9%12%12%11%11%8%16%13%10%18%32%44%0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Table displayWas hardcoverDescriptive copy on the front coverBest seller listNothing. I just needed to pick something fastAward winnerCustomer reviewsDescriptive copy on the back coverAge rating on the coverSeen or read the book previouslyFront cover imageIllustrationsRecommendation by a friendWas discounted/on saleAttractive book (good paper, beautiful illustrations, etc.)Written by an author I trust and knowFamiliar character or seriesChild asked for it in storeHas a child 7-12Has a child 0-6
  • 10. 6%9%6%13%27%30%26%6%6%7%12%26%26%35%I buy more books on iTunes.iBooks; fewer in a bookstoreOther, please specifyI buy more ebooks rather than print booksI buy more books in a general merchandiser, such as Walmart orCostCo.I buy fewer books, overallI continue to purchase my books in a real bookstoreI buy more books on Amazon, fewer in a bookstoreChild 7-12Child 0-6How have purchase habits changed?Compared to three years ago, which of the following is true…(Fall 2012)
  • 11. Sources of Book Recommendation:Where do you get book recommendations for a child? (Fall 2012)3%4%5%6%7%8%8%9%9%11%14%20%30%2%8%5%3%15%7%9%4%13%9%20%17%26%0% 5% 10% 15% 20% 25% 30% 35%On-line advertisementSchool LibrarianBookstore - asking the sales clerkMommy/Parenting blogSchool Book FairsOn-line research on a non-retail sitePublic LibrarianParenting MagazineSchool book clubs & flyersOn-line research on a retail siteTeacherBookstore - browsing the shelfFriend/familyHas a child 7-12Has a child 0-6
  • 12. Changes in recommended sources• 0 to 6 • 7 to 1226%27%30%24%25%20%13%11%8%0%5%10%15%20%25%30%35%Fall 2011 Spring 2012 Fall 2012Friends Bookstore Library26%25%26%28%25%17%13%14%9%0%5%10%15%20%25%30%35%Fall 2011 Spring 2012 Fall 2012Friends Bookstore Library
  • 13. Key Takeaways - Acquisition:• Friends and family influence increasing, especially in 0-6;highly local pattern of influence• Significant drop in bookstore and library as source ofacquisition & recommendation• Online children’s book purchasing speeding up• Children central drivers of purchase behavior, especially7-12
  • 14. InsertImageHere13Children’s Books in the Household –The Child’s EnvironmentSection 1.1:
  • 15. The Child’s Environment:How important are the following media for a child?(Fall 2012) 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0Kid-specific social networks like Club PenguinE-booksVideo streaming services such as Hulu or NetflixMobile appsOnline gamesHandheld gamesChildrens magazinesVideo game systemsBoard gamesEducational WebsitesCable or broadcast televisionChildrens DVDsPrint books7 to 12 0 to 6
  • 16. 26%39%43%74%62%57%0%10%20%30%40%50%60%70%80%90%100%Fall 2011 Spring 2012 Fall 2012NoYesDo you (the parent) currently read eBooks?
  • 17. The Child’s Environment:E-Books – how do parents prefer children read?72%66%71%63%69%61%6%5%5%4%7%6%22%29%25%33%24%34%0%10%20%30%40%50%60%70%80%90%100%Child 0-6 Child 7-12 Child 0-6 Child 7-12 Child 0-6 Child 7-12Fall 2011 Spring 2012 Fall 2012No preferenceIn ebookformatIn print
  • 18. Why do parents prefer print?1944%46%48%55%56%46%50%57%57%60%0% 10% 20% 30% 40% 50% 60% 70%Theyve already got enough technology in their lifeTheyll read morePrefer the look and feel of printLess distraction from other content (links to videoclips, games, etc.)Reading a print book helps them focus0-67-12
  • 19. 2037%42%44%44%45%31%37%37%38%43%0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Easier to find more titlesMore convenientTheyre drawn to the technologyThey think its fun and coolEasier to carry around more titles0-67-12Why do parents prefer eBooks?
  • 20. InsertImageHere21The Young AdultMarketSection 3:
  • 21. Compared To Other Media You UseWhat Role Do Books Play(Spring vs. Fall 2012)34%42%28%33%37%29%44%43%45%47%46%48%22%15%27%20% 17%22%0%10%20%30%40%50%60%70%80%90%100%Total Male Female Total Male FemaleSpring 2012 Fall 2012A more important roleAn equally important roleA less important role
  • 22. Nature of Book Acquisition:5%5%5%6%7%6%9%7%27%32%39%41%5%5%5%5%6%6%9%14%22%36%43%43%0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%Independent / local Bookshop (not a major national or regional…Books-a-Million bookstoreOther online retailer (B&N.com, Borders.com, etc.)Half-Price BooksOther, please specifyUsed bookstoreWalMart or Sams ClubSwap them among friendsSchool LibraryBarnes & Noble bookstorePublic LibraryAmazon.comFemaleMale+6%-4%-3%Where specifically do teens get the books they read for fun?(Fall 2012)
  • 23. 2424How often do you…?6%7%6%7%18%14%11%21%12%12%29%6%10%8%14%19%18%14%30%18%15%40%0% 5% 10% 15% 20% 25% 30% 35% 40% 45%Discuss books onlineFollow authors or characters on Facebook, Twitter or any other social networksitesPost videos onlineSwap books to read with your friendsStream content on services such as Netflix or HuluLike a brand or series on FacebookDiscuss books with my siblings or other relativesMake your own status updates on Facebook or TwitterDiscuss books with friendsDiscuss books with my parentsRead books for funFemales - Very Often Males - Very OftenMedia Behavior: Girls -vs- Boys
  • 24. Trends in eBook reading among teens flat:0%10%20%30%40%50%60%70%80%90%100%Fall 2010 Fall 2011 Spring 2012 Fall 20126%22%29%29%94%78%71%71%Yes No
  • 25. Do you currently read eBooks?(Fall 2012)0%20%40%60%80%100%TotalMaleFemale29%24%33%71%76% 67%NoYes
  • 26. Binding Preference: A snap back to “p”0%10%20%30%40%50%60%70%80%90%100%Fall 11 Spring 12 Fall 1266%61%66%26%28%24%8% 11% 10%EbookNo PreferencePrint
  • 27. Resistance to eBooks…..0%10%20%30%40%50%60%70%80%90%100%Fall 11 Spring 12 Fall 1237% 37% 41%53% 46% 40%8%7%8%14% 17%17%33%26% 31%10% 14% 16%None of the above: I already read e-booksOther, please specifyDont see a needToo many restrictions on re-using orswapping the contentPrivacy concernsCost of getting a device is too highPrefer the experience of a printedbook
  • 28. What does the future hold?0%10%20%30%40%50%60%70%80%90%100%Fall 11 Spring 12 Fall 128% 11% 10%61% 54% 57%14% 18% 18%17% 17% 16%Dont knowI will be reading both print and e-books equallyI will mainly read print booksI will mainly be reading e-books
  • 29. Key Takeaways – Teens:• Books still holding their own against other media forperceived value• Girls are outpacing boys in almost every area of mediabehavior• Girls more engaged by content “around” the book
  • 30. InsertImageHere31The YA Crossover MarketSection 4:A closer look at adult consumersreading YA Fiction
  • 31. 3216%35%27%11%7% 4%Teen 13 - 1718 - 2930 - 4445 - 5455 - 6465 +Demographic breakdown of Young Adult bookpurchases**(Full Year 2012 Bowker Tracker)
  • 32. Percent of YA Genre Bought for Self vs Others*(Full Year 2011 Bowker Tracker)87%97% 94%80% 78%67%27%15%3% 6%22% 23%48%76%0%10%20%30%40%50%60%70%80%90%100%Base Teens 13-17Years18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ YearsFor other/giftFor self(Spring 2012)
  • 33. 31%28%42% Yes, very much soSomewhatNoDoes having a book in e-book formmake you more likely to read a "guiltypleasure" book, such as a teen fantasybook?(Spring 2012)
  • 34. 77%15%8%I would buy a print version insteadI would not buy the book at allOther, please specifyIf one of your favorite titles was not available in E-Book…(Spring 2012)
  • 35. THANKS!MarketResearchChuck LamantiaDirector of Client Trainingchuck.lamantia@bowker.com