+
Spotlight:
Children’s Audio
Audio Publisher’s Association 2014
May 28th, 2014 – New York, NY
Kristen McLean
Founder & CE...
Hello!
Kristen McLean
Founder & CEO
Bookigee, Inc.
@BKGKristen
+ We’ve come a long way
+ US Children’s Audio Landscape
+ Review: Children’s Audio Landscape
+ Trend 1: Empowered Kids
+ Trend 2: Mobile R(evoluti...
US Children’s
Landscape 2013:
Audio
Based on Full Year 2013 data* New Books Only
Philip Caine
May 2014*unless otherwise st...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
7
Survey
Type: Online
Frequency: Monthly
Sample: 6,000 Unique ...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
8
In what format are Children’s books being purchased?
0%
20%
...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
9
How does the Children’s Audiobook buyer compare?
0%
20%
40%
...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
10
How does the Children’s Audiobook buyer compare?
0%
20%
40%...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
11
Planned vs. Impulse - Audiobooks
0%
20%
40%
60%
80%
100%
To...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
12
Where are Children’s books purchased?
0%
5%
10%
15%
20%
25%...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
13
Where are Children’s Audiobooks purchased?
0%
5%
10%
15%
20...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
14
Awareness
Awareness – Audio (sorted on ‘Children’s’)
Total ...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
15
Awareness
Awareness - Children's by format (sorted on
‘Audi...
Copyright©2012TheNielsenCompany.Confidentialandproprietary.
16
Reason for Purchase
Reason for Purchase – Audio (sorted on ...
+ Empowered Kids
TREND 1
“My child asked for it.”
#1 purchase driver for kids 7-12
#2 for kids 0-6
Source: Nielsen’s Children’s Deep Dive, 2013
Trends in discovery of books: 0 to 6
 Source: Nielsen’s Children’s Deep Dive, US 2011-2013
29%
26%
24%
14%
42%
28% 27%
16...
Trends in discovery of books: 7 to12
 Source: Nielsen’s Children’s Deep Dive, US 2011-2013
32%
30%
20% 19%
47%
27%
31%
20...
$43
$150
Breakdown of Tween Spending Power in Billions
Annual Spending for Self Influence on Household Spending
+ Kids hav...
+ The Streaming Generation
 Platform Agnostic
 Re-run receptive
 All media comes from a “library”
 All consumption por...
+ Are you thinking about kids as
primary decision-makers?
Key Questions
+ How does this affect ideas about
distribution an...
+ The Mobile R(evolution)
TREND 2
Global mobile subscriptions: 7 billion
= 95.5% of the world population
US subscription rate = 109%
2014 Global Cell Stats:...
38%
62%
2011
Ever Used Never Used
72%
28%
2013
Ever Used Never Used
Children 0-8 years who have ever used mobile devices
...
+ Kids and Mobile
10%
90%
2011
Ever Used Never Used
Children under age 2 who have used a mobile device for media
 Source:...
+ Reading still counts
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Fall 11 Spring 12 Fall 12 Spring 13
Print Books
TV
Kids DVD
online game...
+
58%
65%
25%
8%
14%
9%
2%
60%
58%
18% 17%
14%
7% 6%
4%
0%
10%
20%
30%
40%
50%
60%
70%
Read/are read
to
Watch TV Watch DVD...
+ What is your mobile strategy?
Key Questions
+ What can direct-to-consumer
mean in a mobile world?
+ Analog Teens (and other NYAs)
TREND 3
Feature
Phones
41%
Smart
Phones
37%
No
Phone
22%
Teen Cellphone Ownership
Tablets
25%
No
Tablets
75%
Teens - Tablet Owners...
+ Teens and mobile
 Source: Pew Research Center Study: Teens and Technology 2013
Cell
Mostly
25%
Not Cell
Mostly
75%
Teen...
+ What do you use your devices for?
 Streaming video shows most significant rise since earlier waves
0% 10% 20% 30% 40% 5...
21%
19%
22%
30%
41%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Fall 11 Spring 12 Fall 12 Spring 13 Fall 13
Don't read for fun
S...
+ Teens’ adoption of eBooks lags all ages
0%
5%
10%
15%
20%
25%
30%
2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan...
+ YA Fiction second in eBook downloads
 Source: Nielsen Books & Consumers US, 2009-2013
2% 3%
13%
21% 22%
2%
6%
19%
30%
3...
+ Adult YA Cross Over
22%
34%
25%
10%
6% 3%
YA BOOKS BEING BOUGHT FOR SELF, BY AGE
Teens 13-17 Years
18-29 Years
30-44 Yea...
+
5%
39%
25%
9%
9%
13%
CONSUMERS OF YA AUDIO, BY AGE
Teens 13-17 Years
18-29 Years
30-44 Years
45-54 Years
55-64 Years
65+...
+ Adult YA Cross Over
Source: Nielsen’s Books & Consumers 2013
22%
34%
25%
10%
6%3%
YA BOOKS
5%
39%
25%
9%
9%
13%
YA AUDIO...
+ Teens way more socially aware
+ Personalization & Intimacy
1%
1%
1%
2%
3%
4%
7%
33%
49%
0% 10% 20% 30% 40% 50% 60%
Email
IM'ing
Twitter
Through video ch...
++ The new rise of tape
“Nostalgia is also one of the driving forces behind the cassette comeback.”
- Jason Willett, owner...
+
+ The return of vinyl
Vinyl sales grew 32%
from 2012 to 2013
‘I’ve always felt like,
until you buy the
vinyl record, you
d...
+ Do your ideas of YA match the
data?
Key Questions
+ Are you marketing the right things
to the right people?
+ The Rise of Short-form Content
TREND 4
+ Stratification of Content
Short-form Long-form
+ Commute time
+ The average US commute = 25.4 min.
+ Podcasting – Short-form for audio
• Raised $18.7M to date
• Radio – On Demand / “Instapaper for Audio”
• 20,000+ shows &...
+ ITunes Big Opportunities Too
40%
19%
17%
10%
6%
5% 3%
Top 100 iTunes Kids & Family Podcast Episodes
Other/Independent
Ni...
+ What short-form opportunities
are there for you?
Key Questions
+ How can you repurpose existing
content to new short-for...
+ US Children’s Audio Landscape
+ Empowered kids will drive the future
+ Think “Mobile First”
+ Appreciate that the YA mar...
Thanks!
Kristen McLean
Founder & CEO
Bookigee, Inc.
@BKGKristen
+ Referenced Research
 Nielsen Books & Consumers, Monthly US Tracker. (2014)
 Nielsen Books & Consumers, Children’s Deep...
Spotlight on Children's Audio 2014 - Market Landscape & Trends in the US
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Spotlight on Children's Audio 2014 - Market Landscape & Trends in the US

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This presentation was created for the 2014 Audio Publishers Association meeting at Book Expo America.

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Spotlight on Children's Audio 2014 - Market Landscape & Trends in the US

  1. 1. + Spotlight: Children’s Audio Audio Publisher’s Association 2014 May 28th, 2014 – New York, NY Kristen McLean Founder & CEO, Bookigee
  2. 2. Hello! Kristen McLean Founder & CEO Bookigee, Inc. @BKGKristen
  3. 3. + We’ve come a long way
  4. 4. + US Children’s Audio Landscape + Review: Children’s Audio Landscape + Trend 1: Empowered Kids + Trend 2: Mobile R(evolution) + Trend 3: Analog Teens and Other NYAs + Trend 4: The Rise of Short-form Content
  5. 5. US Children’s Landscape 2013: Audio Based on Full Year 2013 data* New Books Only Philip Caine May 2014*unless otherwise stated
  6. 6. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 7 Survey Type: Online Frequency: Monthly Sample: 6,000 Unique Book Consumers Length: 75 questions Rewards: ZoomPoints 2013 Consumer Sample Size  ~72,000 Unique US book consumers  Selected according to Age, Gender, Income, Household size, and location balanced to US Census  Representing an annual view of approximately 200,000 book purchases and 130,000 shopping occasions Methodology
  7. 7. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 8 In what format are Children’s books being purchased? 0% 20% 40% 60% 80% 100% Total Market Adult Fiction Children Young Adult and Other Juvenile Fiction 10% 17% 3% 4% 26% 23% 24% 30% 25% 19% 33% 27% 1% 2% 1% 1% 27% 39% 19% 29% 11% 1% 20% 8% Other E-book Audio Hardcover Trade Paperback Mass Market Paperback
  8. 8. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 9 How does the Children’s Audiobook buyer compare? 0% 20% 40% 60% 80% 100% Total Market Audio Adult Fiction Children Young Adult and Other Juvenile Fiction 48% 42% 46% 40% 52% 58% 54% 61% Females Males
  9. 9. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 10 How does the Children’s Audiobook buyer compare? 0% 20% 40% 60% 80% 100% Total Market Audio Adult Fiction Children Young Adult and Other Juvenile Fiction 5% 3% 9% 5% 27% 18% 39% 39% 30% 28% 33% 26% 13% 14% 8% 9% 14% 20% 6% 9% 11% 17% 7% 13% 65+ Years 55-64 Years 45-54 Years 30-44 Years 18-29 Years Teens 13-17 Years
  10. 10. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 11 Planned vs. Impulse - Audiobooks 0% 20% 40% 60% 80% 100% Total Market Audio Adult Fiction Children Young Adult and Other Juvenile Fiction 38% 32% 43% 37% 26% 27% 28% 30% 22% 28% 14% 17% 14% 13% 14% 15% Not Planned, Impulse purchase Planned a book at that specific time, but not specific bk Planned this specific book, but not at that specific time Planned this specific book at that specific time
  11. 11. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 12 Where are Children’s books purchased? 0% 5% 10% 15% 20% 25% 8% 4% 3% 20% 6% 22% 3% 1% 1% 2% 3% 10% 3% 2% 12% Quarter 4 2011 Quarter 4 2012 Quarter 4 2013
  12. 12. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 13 Where are Children’s Audiobooks purchased? 0% 5% 10% 15% 20% 25% 30% 35% 40% 37% 2% 3% 12% 2% 10% 3% 1% 3% 3% 2% 2% 2% 1% 17% 2011 2012 2013
  13. 13. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 14 Awareness Awareness – Audio (sorted on ‘Children’s’) Total Market Audio Adult Fiction Children's Young Adult and Other Juvenile Fiction Print - Magazine Ad 17% 20% 15% 19% Print - Newspaper Ad 10% 9% 14% 8% Print - Billboard Ad In Train/Bus Station 13% 11% 14% 19% Print - Best Seller List 17% 23% 12% 14% Print - Book Review (e.g NY Times) 5% 2% 9% 0%
  14. 14. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 15 Awareness Awareness - Children's by format (sorted on ‘Audio’) Total Children's Market Print Audio E-book Online - Browsing through the site 8% 6% 15% 17% Print - Best Seller List 8% 8% 14% 8% In-person - Received recommendation from a friend/relative 13% 14% 14% 15% Other Awareness 12% 11% 12% 15%
  15. 15. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 16 Reason for Purchase Reason for Purchase – Audio (sorted on ‘Children’s’) Total Market Audio Adult Fiction Children's Young Adult and Other Juvenile Fiction I like the author 31% 47% 21% 25% I like to read books in this series 18% 28% 20% 33% I liked the topic/subject 24% 24% 20% 25% Price 11% 10% 14% 15% It was recommended by someone I know 12% 10% 14% 19%
  16. 16. + Empowered Kids TREND 1
  17. 17. “My child asked for it.” #1 purchase driver for kids 7-12 #2 for kids 0-6 Source: Nielsen’s Children’s Deep Dive, 2013
  18. 18. Trends in discovery of books: 0 to 6  Source: Nielsen’s Children’s Deep Dive, US 2011-2013 29% 26% 24% 14% 42% 28% 27% 16% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Own Decision/Child Friend/Family Bookstore online research Fall 11 Spring 12 Fall 12 Spring 13 Fall 13
  19. 19. Trends in discovery of books: 7 to12  Source: Nielsen’s Children’s Deep Dive, US 2011-2013 32% 30% 20% 19% 47% 27% 31% 20% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Own Decision/Child Friend/Family Bookstore online research Fall 12 Spring 13 Fall 13
  20. 20. $43 $150 Breakdown of Tween Spending Power in Billions Annual Spending for Self Influence on Household Spending + Kids have real bottom-line impact  Source: Larissa Faw: Study: Tween Spending and Influence. EPM Communications, 2010.
  21. 21. + The Streaming Generation  Platform Agnostic  Re-run receptive  All media comes from a “library”  All consumption portable  Parents reinforce with “on-demand pacification”  Limited or no commercials, highly personalized
  22. 22. + Are you thinking about kids as primary decision-makers? Key Questions + How does this affect ideas about distribution and marketing?
  23. 23. + The Mobile R(evolution) TREND 2
  24. 24. Global mobile subscriptions: 7 billion = 95.5% of the world population US subscription rate = 109% 2014 Global Cell Stats: mobithinking.com
  25. 25. 38% 62% 2011 Ever Used Never Used 72% 28% 2013 Ever Used Never Used Children 0-8 years who have ever used mobile devices  Source: Common Sense Media Study: Zero to Eight: Children’s Media Use in America, 2011 versus 2013 + Kids and Mobile
  26. 26. + Kids and Mobile 10% 90% 2011 Ever Used Never Used Children under age 2 who have used a mobile device for media  Source: Common Sense Media Study: Zero to Eight: Children’s Media Use in America, 2011 versus 2013 38% 62% 2013 Ever Used Never Used
  27. 27. + Reading still counts 3.0 4.0 5.0 6.0 7.0 8.0 9.0 Fall 11 Spring 12 Fall 12 Spring 13 Print Books TV Kids DVD online games video games mobile apps ebooks “How important are….on a scale of 1 to 10….”  Source: Nielsen’s Children’s Deep-Dive US, Spring 2013
  28. 28. + 58% 65% 25% 8% 14% 9% 2% 60% 58% 18% 17% 14% 7% 6% 4% 0% 10% 20% 30% 40% 50% 60% 70% Read/are read to Watch TV Watch DVDs Use a mobile device Use a computer Use handheld video game Use a console video game Read an ebook 2011 2013  Source: Common Sense Media Study: Zero to Eight: Children’s Media Use in America, 2011 versus 2013 Daily Media Activities, over Time Reading still counts
  29. 29. + What is your mobile strategy? Key Questions + What can direct-to-consumer mean in a mobile world?
  30. 30. + Analog Teens (and other NYAs) TREND 3
  31. 31. Feature Phones 41% Smart Phones 37% No Phone 22% Teen Cellphone Ownership Tablets 25% No Tablets 75% Teens - Tablet Ownership*  Source: Pew Research Center Study: Teens and Technology 2013 + Teens and mobile * Level equivalent to US Adult tablet ownership
  32. 32. + Teens and mobile  Source: Pew Research Center Study: Teens and Technology 2013 Cell Mostly 25% Not Cell Mostly 75% Teen "Cell-Mostly" Internet Access Cell Mostly 15% Not Cell Mostly 85% Adult "Cell-Mostly" Internet Access
  33. 33. + What do you use your devices for?  Streaming video shows most significant rise since earlier waves 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Other, please specify None of the above Reading other kinds of content like magazines & articles Reading the news Reading e-books Looking at new apps Streaming video Catching up on e-mail Sending updates on social media Sharing pictures Browsing the web Playing games Listening to music Female Male  Source: Nielsen’s Children’s Deep-Dive US, Fall 2013 *
  34. 34. 21% 19% 22% 30% 41% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Fall 11 Spring 12 Fall 12 Spring 13 Fall 13 Don't read for fun Source: Nielsen’s Children’s Deep-Dive US, 2011-2013 + Teen decline in reading for fun 46% 36% Boys Girls
  35. 35. + Teens’ adoption of eBooks lags all ages 0% 5% 10% 15% 20% 25% 30% 2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep) Teens 18 -29 30-44 45-54 55-64 65+
  36. 36. + YA Fiction second in eBook downloads  Source: Nielsen Books & Consumers US, 2009-2013 2% 3% 13% 21% 22% 2% 6% 19% 30% 32% 2% 2% 10% 15% 17% 1% 3% 13% 26% 26% 0 1% 2% 4% 7% 0% 5% 10% 15% 20% 25% 30% 35% 2009 (Jan- Sep) 2010 (Jan- Sep) 2011 (Jan- Sep) 2012 (Jan- Sep) 2013 (Jan- Sep) Base Fiction Non-Fiction YA Children's (excl YA)
  37. 37. + Adult YA Cross Over 22% 34% 25% 10% 6% 3% YA BOOKS BEING BOUGHT FOR SELF, BY AGE Teens 13-17 Years 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years Source: Nielsen’s Books & Consumers 2013
  38. 38. + 5% 39% 25% 9% 9% 13% CONSUMERS OF YA AUDIO, BY AGE Teens 13-17 Years 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years Adult YA Cross Over Source: Nielsen’s Books & Consumers 2013
  39. 39. + Adult YA Cross Over Source: Nielsen’s Books & Consumers 2013 22% 34% 25% 10% 6%3% YA BOOKS 5% 39% 25% 9% 9% 13% YA AUDIO Teens 13-17 Years 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years
  40. 40. + Teens way more socially aware
  41. 41. + Personalization & Intimacy 1% 1% 1% 2% 3% 4% 7% 33% 49% 0% 10% 20% 30% 40% 50% 60% Email IM'ing Twitter Through video chat In an online game On a phone Through a social networking site Through texting In person Favorite Way to Communicate With Friends 1% 2% 2% 3% 5% 6% 9% 29% 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% Gives me more time to think how to respond It's less awkward It's the quickest It's more private It's the easiest Can talk more seriously More comfortable talking about personal things Can understand what people mean better It's more fun Why Face-to-Face Communication is Preferred Source: Common Sense Media: Social Media, Social Life: How Teens View Their Digital Lives 2012 Among 13-17 year olds, their favorite way to communicate with friends:
  42. 42. ++ The new rise of tape “Nostalgia is also one of the driving forces behind the cassette comeback.” - Jason Willett, owner of Baltimore record shop True Vine
  43. 43. +
  44. 44. + The return of vinyl Vinyl sales grew 32% from 2012 to 2013 ‘I’ve always felt like, until you buy the vinyl record, you don’t really own the album.’ Jack White
  45. 45. + Do your ideas of YA match the data? Key Questions + Are you marketing the right things to the right people?
  46. 46. + The Rise of Short-form Content TREND 4
  47. 47. + Stratification of Content Short-form Long-form
  48. 48. + Commute time + The average US commute = 25.4 min.
  49. 49. + Podcasting – Short-form for audio • Raised $18.7M to date • Radio – On Demand / “Instapaper for Audio” • 20,000+ shows & podcasts • 12 million+ mobile downloads • Integration with Ford, Mazda, Jaguar, Apple Carplay + • 39 shows (!) in “Kids & Family” – only 2 from big brands
  50. 50. + ITunes Big Opportunities Too 40% 19% 17% 10% 6% 5% 3% Top 100 iTunes Kids & Family Podcast Episodes Other/Independent Nickelodeon Sesame Street Nick jr. Universal Pictures Focus on the Family Hasbro
  51. 51. + What short-form opportunities are there for you? Key Questions + How can you repurpose existing content to new short-forms now?
  52. 52. + US Children’s Audio Landscape + Empowered kids will drive the future + Think “Mobile First” + Appreciate that the YA market is not YA + Grab the opportunities in short-form NOW! FINAL WORDS
  53. 53. Thanks! Kristen McLean Founder & CEO Bookigee, Inc. @BKGKristen
  54. 54. + Referenced Research  Nielsen Books & Consumers, Monthly US Tracker. (2014)  Nielsen Books & Consumers, Children’s Deep-Dive US. (2011-2013)  Faw, Larissa. Study: Tween Sensibility, Spending and Influence, EPM Communications. (2010)  International Telecommunication Union, The. 2014 Global Cell Stats. Retrieved from: mobithinking.com  Common Sense Media. Study: Zero to Eight: Children’s Media Use in America.(2013)  Pew Research Center. Study: Teens and Technology 2013. (2013)  Bureau of Labor Statistics. Economic News Report: Volunteering in the United States. (2013)  Common Sense Media. Study: Social Media, Social Life: How Teens View Their Digital Lives. (2012)  US Census Bureau. Statistics: Commute (Journey to Work). (2011)

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