2010 Survey of Book-Buying (and Borrowing) Behavior

2010 Survey of Book-Buying Behavior Presented at Digital Book World 2011 January 25, 2011 Guy LeCharles Gonzalez Director, Programming & Business Development Digital Book World Jack McKeown Director, New Business Development Verso Digital Dave Pulvermacher Marketing Research Supervisor F+W Media

2010 Survey of Book-Buying Behavior "While 27.3% of avid buyers said they prefer to shop in independents, the market share for independents, lower than 10% according to most publishers, told a different story." “ Converting Mindshare to Market Share,” Judith Rosen Publishers Weekly, Jun 21, 2010 MINDSHARE vs. MARKET SHARE

2010 Survey of Book-Buying Behavior “ Not everything that can be counted counts, and not everything that counts can be counted.” — Albert Einstein (and Borrowing)

2010 Survey of Book-Buying Behavior
Conducted December 2010
Follow-up to three previous waves: Nov ‘09, Dec ‘09, April ‘10
Pool: 110 million internet users across 5,100 websites
3,819 respondents to Dec ‘10 survey
Adults 18 years+
Statistically weighted to mirror 18+ U.S. population:
48.2% male (U.S. pop. = 48.4%)
51.8% female (U.S. pop. = 51.6%)
1.6 percentage-point margin of error
95% probability threshold
VALIDATION (and Borrowing)

From which locations do you typically purchase or borrow print books?
Local libraries: 44.7%
Men: 39.1%; Women: 51.0%
Friends and co-workers: 35.9%
Men: 29.5%; Women: 43.1%
Local independent bookstores: 32.1%
Men: 34.8%; Women: 29.3%
Retail chains: 31.8%
Men: 28.4%; Women: 35.8%
Online retailers: 29.1%
Men: 27.8%; Women: 30.5%
Big-box retailers: 14.7%
Men: 10.4%; Women: 19.4%
MINDSHARE: PRINT (and Borrowing)

Average print books typically PURCHASED each year: 5.5
Men: 4.9; Women: 6.1
PURCHASED 13 or more print books/year: 17.7%
HHI $75,000 OR MORE: 27.1%
HHI $75,000 OR LESS: 15.0%
Average print books typically BORROWED each year: 4.8
BORROWED 13 or more print books/year: 18.9%
HHI $75,000 OR MORE: 19.5%
HHI $75,000 OR LESS: 18.6%
BUY, BORROW: PRINT (and Borrowing)

Already Own an E-Reader
2009: 2.9%
2010: 7.9%
30.6% say pass-along ability is important in ownership decision
Likely to Purchase an E-Reader in next 12 months
2009: 25%
2010: 19.3%
30.7% say pass-along ability is important in ownership decision
Unlikely to Purchase an E-Reader in next 12 months
2009: 49%
2010: 40.2%
E-READER TRENDS (and Borrowing)

From which locations do you typically purchase or borrow e-books?
Amazon (Kindle): 27.6%
Men: 23.9%; Women: 33.1%
Barnes & Noble (Nook): 15.2%
Men: 10.4%; Women: 22.5%
Local libraries: 14.7%
Men: 10.8%; Women: 20.7%
Friends and co-workers: 14.0%
Men: 12.0%; Women: 17.2%
Sony: 13.8%
Men: 13.9%; Women: 13.6%
MINDSHARE: E-BOOK
Apple (iBooks): 12.8%
Men: 11.6%; Women: 14.8%
Direct from publishers: 8.6%
Men: 8.8%; Women: 8.3%
Kobo/Borders: 4.8%
Men: 3.2%; Women: 7.1%
BooksOnBoard.com: 4.8%
Men: 2.8%; Women: 7.7%
Diesel e-books: 4.0%
Men: 3.6%; Women: 4.7%
(and Borrowing)

Average e-books typically PURCHASED each year: 1.7
PURCHASED 13 or more e-books/year: 6.2%
HHI $75,000 OR MORE: 12.9%
HHI $75,000 OR LESS: 3.9%
Average e-books typically BORROWED each year: 1.0
BORROWED 13 or more e-books/year: 4.0%
HHI $75,000 OR MORE: 7.1%
HHI $75,000 OR LESS: 3.2%
BUY, BORROW: E-BOOK (and Borrowing)

6.2% are avid (13+) e-book buyers
4.0% are avid borrowers
E-reader owners are disproportionately consumers of Science Fiction, Mysteries, General Fiction and General Non-fiction
Romance is most popular with women – NOT a surprise!
Online book reviews significantly more important to e-reader owners
Preferences
Dedicated e-reader 23.1%
Laptop/desktop computer 17.9%
Mobile device 8.2%
Tablet 8.1%
E-READER OWNER TAKEAWAYS (and Borrowing)

29.5% of e-reader owners purchase 13+ print books/year
23.1% of e-reader owners purchase zero print books/year
18.9% of e-reader owners borrow 13+ print books/year
22.8% of e-reader owners purchase 13+ e-books/year
32.2% of e-reader owners purchase zero e-books/year
14.9% of e-reader owners borrow 13+ e-books/year
NOTEWORTHY:
80.7% of e-reader owners would LIKELY purchase e-books ONLINE from local independent bookstores if the bookstores had competitive prices
A HYBRID MARKET? (and Borrowing)

2010 Survey of Book-Buying Behavior FOR MORE INFORMATION, PLEASE CONTACT: GUY LeCHARLES GONZALEZ [email_address] (and Borrowing)

2010 Survey of Book-Buying (and Borrowing) Behavior

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