Consumer Attitudes Toward E-Book Reading

Trade by format Hardcover $5.400.000.000 $5.350.000.000 $5.300.000.000 $5.250.000.000 Hardcover $5.200.000.000 $5.150.000.000 $5.100.000.000 08 Ext. Value 09 Ext. Value 10 Ext. Value5 © 2012, the Book Industry Study Group, Inc.

Trade by format Softcover $5.700.000.000 $5.600.000.000 $5.500.000.000 $5.400.000.000 Softcover $5.300.000.000 $5.200.000.000 $5.100.000.000 $5.000.000.000 08 Ext. Value 09 Ext. Value 10 Ext. Value6 © 2012, the Book Industry Study Group, Inc.

Trade by format Mass-market Paperback $1.550.000.000 $1.500.000.000 $1.450.000.000 $1.400.000.000 $1.350.000.000 Mass-market Paperback $1.300.000.000 $1.250.000.000 $1.200.000.000 $1.150.000.000 08 Ext. Value 09 Ext. Value 10 Ext. Value7 © 2012, the Book Industry Study Group, Inc.

Trade by format E-books $1.000.000.000 $900.000.000 $800.000.000 $700.000.000 $600.000.000 $500.000.000 eBooks $400.000.000 $300.000.000 $200.000.000 $100.000.000 $0 08 Ext. Value 09 Ext. Value 10 Ext. Value8 © 2012, the Book Industry Study Group, Inc.

Fiction is stranger than truth 22,9% 20,9% Fiction 14,0% Romance Fiction Mystery 13,7% 13,1% Graphic Novels 8,5% Biographies Cooking 3,1% Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 2009 2009 2009 2009 2010 2010 2010 2010 2011 201113 © 2012, the Book Industry Study Group, Inc.

“E” questions to answer in 2012  What is the continued growth capacity of Fiction?  When will the other genres get moving?  What roles does technology really play in adoption?14 © 2012, the Book Industry Study Group, Inc.

Conversation rate of Power Buyers Q: When did you buy your first e-book? A: Within last 6 months 20% 18% 18% 16% 15% 14% 12% 12% 10% 8% 8% 6% 4% 2% 0% Jan_11 May_11 Aug_11 Nov_11 © 2012, the Book Industry Study Group, Inc, R.R. Bowker18 © 2012, the Book Industry Study Group, Inc.

What keeps you from buying e-books? 12,0% 10,0% Lack of a good e- 8,0% reading device 6,0% Difficult 4,0% downloading process 2,0% 0,0% Dec 2010 Apr 2011 Jul 2011 Nov 2011 Feb 2012 Apr 2012 Jul 201221 © 2012, the Book Industry Study Group, Inc.

What keeps you from buying e-books? 20,0% 18,0% 16,0% Prefer 14,0% print 12,0% 10,0% 8,0% Difficult 6,0% to share 4,0% with 2,0% others 0,0% Dec 2010 Apr 2011 Jul 2011 Nov 2011 Feb 2012 Apr 2012 Jul 201222 © 2012, the Book Industry Study Group, Inc.

Power Buyers demonstrate loyalty 60,0% 45% 44% 43% 41% 40,0% 32% 27% 24% 22% 20% 20,0% 15% 0,0% Within the last MONTH 2 to 6 MONTHS ago 7 to 12 MONTHS ago 1 to 2 YEARS ago 2 or more YEARS ago only e-books mostly e-books both p & e more print24 © 2012, the Book Industry Study Group, Inc.

“E” at the expense of “P” 100,0 90,0 80,0 70,0 42 56 62 60,0 69 66 other 50,0 e-book 40,0 paperback 30,0 16 hardcover 21 20,0 16 18 26 15 10,0 15 9 11 12 0,0 Within the last 2 to 6 MONTHS 7 to 12 MONTHS 1 to 2 YEARS ago 2 or more YEARS MONTH ago ago ago25 © 2012, the Book Industry Study Group, Inc.

Fiction is stranger than truth 22,9% 20,9% Fiction 14,0% Romance Fiction Mystery 13,7% 13,1% Graphic Novels 8,5% Biographies Cooking 3,1% Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 2009 2009 2009 2009 2010 2010 2010 2010 2011 201128 © 2012, the Book Industry Study Group, Inc.

Power Buyers demonstrate loyalty 60,0% 45% 44% 43% 41% 40,0% 32% 27% 24% 22% 20% 20,0% 15% 0,0% Within the last MONTH 2 to 6 MONTHS ago 7 to 12 MONTHS ago 1 to 2 YEARS ago 2 or more YEARS ago only e-books mostly e-books both p & e more print32 © 2012, the Book Industry Study Group, Inc.

“E” at the expense of “P” 100,0 90,0 80,0 70,0 42 56 62 60,0 69 66 other 50,0 e-book 40,0 paperback 30,0 16 hardcover 21 20,0 16 18 26 15 10,0 15 9 11 12 0,0 Within the last 2 to 6 MONTHS 7 to 12 MONTHS 1 to 2 YEARS ago 2 or more YEARS MONTH ago ago ago33 © 2012, the Book Industry Study Group, Inc.

On what device do you purchase your e-books? 70,0% 60,0% 50,0% 40,0% Computer Dedicated E-Reader 30,0% Multi Function Device 20,0% 10,0% 0,0% April 2010 May 2011 May 201239 © 2012, the Book Industry Study Group, Inc.

What about the global e-book experience?45 © Bowker Market Research 2012

GeM details and methodology  10 country study  Australia, Brazil, France, Germany, India, Japan, South Korea, Spain UK and USA.  Conducted online so that the samples effectively represent the populations with Internet access in each country. © Bowker Market Research 201246

GeM details and methodology  Fielded in early 2012  Weighted representative country sample* of >1000 persons 18+  The samples were designed and weighted to be representative of the adult (age 18+) population in terms of age, sex and region. *India this was confined to the main cities © Bowker Market Research 201247

World-wide e-book penetration % with Est. % of total Country  Total pop internet use pop purchased e-book m % % Australia 22 89.8 19 Brazil 203 37.4 7 France 65 69.5 3 Germany 82 79.9 10 India 1189 10.2 2 Japan 127 80.0 6 South Korea 49 82.7 12 Spain 47 62.2 8 UK 62 82.0 17 USA 313 78.3 1648 © Bowker Market Research 2012

Projected number of e-book buyers # who have bought an e-book in past 6 months (millions) 70 60 58 50 40 30 24 20 14 11 8 10 8 6 4 4 2 0 US India Brazil UK Germany Japan South Australia Spain France Korea49 © Bowker Market Research 2012

World-wide e-book penetration 24 21 21 20 18 14 13 13 8 5 Base: All online adults50 © Bowker Market Research 2012

Free as a driver in emerging markets 53 47 42 32 33 30 23 25 11 11 Base: All online adults51 © Bowker Market Research 2012

Future digital behaviors – No Interest Country No interest past or future -% Japan 72 France 66 USA 59 Germany 56 UK 52 Australia 45 Spain 38 South Korea 26 Brazil 16 India 1153 © Bowker Market Research 2012

Future purchase intent Assessing market potential for purchased e-book Very likely (4) Fairly likely (3) 29 31 23 17 16 14 21 14 29 12 23 15 9 18 17 16 10 9 6 4 Base: All online adults54 © Bowker Market Research 2012

E-book genre - Fiction Bought Free 100 80 80 80 79 80 69 72 69 66 67 65 67 65 60 60 55 57 56 53 52 47 44 40 20 0 Base: All buying complete/downloading for free56 © Bowker Market Research 2012

E-book genre – Professional/Business Bought Free 100 80 80 74 75 73 71 58 60 49 51 46 43 39 39 41 40 35 37 31 25 22 22 19 20 0 Base: All buying complete/downloading for free57 © Bowker Market Research 2012

Crowded E-Reader Market

Devices used most often for reading PC/laptop Tablet Smartphone Ereader Games console Other USA 23 29 11 36 1 UK 30 14 15 36 1 4 Spain 47 18 10 22 3 S. Korea 37 18 39 4 3 Japan 59 12 20 11 7 India 76 9 11 2 3 Germany 46 18 13 22 2 France 50 28 12 8 12 Brazil 72 14 8 2 4 Australia 40 23 22 13 2 0 20 40 60 80 100 Base: All downloaderss59 © Bowker Market Research 2012

E-book purchase sources Amazon/Kindle Publishers Apple iBookstore/iTunes Indie booksellers High street chains Direct sellers/other USA 61 4 7 5 13 11 UK 66 4 11 3 6 10 Spain 30 14 7 10 17 23 S. Korea 5 16 20 16 22 22 Japan 13 12 19 16 11 29 India 16 24 11 21 10 19 Germ… 43 12 10 12 7 16 France 26 12 20 5 27 11 Brazil 9 23 8 21 21 19 Austr… 35 10 23 8 8 17 0% 20% 40% 60% 80% 100% Base: All paid downloaders60 © Bowker Market Research 2012

Angela Bole Deputy Executive Director Book Industry Study Group Website: www.bisg.org Email: angela@bisg.org61

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Consumer Attitudes Toward E-Book Reading

by Luca Conti on Jun 21, 2012

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