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Kristen McLeanTOC Bologna 2012
Kristen McLeanFounder & CEOBookigee, Inc.@BKGKristen
SHORT TERM TRENDS     • Overall kids (and adults) reading more than ever     • Kids are omnivorous consumers of media     ...
SHORT TERM TRENDS     • Children’s one of the fastest growing areas of iTunes     • Apple the aspirational platform amongs...
FOURLONGTERM TRENDS
TREND 1:GLOBAL MOBILE
79%peoplehavemobilephonesin developingcountries
11.6%havefixedphones
50%usemobileto accesstheinternetevery day
11% ofKenya’sGDPflowsthru M-Pesa,a mobilepay service
G   A   Africa – 53%l   do   o   Asia & Pacific – 74%b   p        Arab States – 97%a   tl   i   The Americas –103%    o   ...
www.worldreader.org                                           @worldreaders94,446+e-books delivered to Africavia mobile in...
www.worldreader.org                            @worldreaderskids spend 50%more time reading& report 13% higher comprehension
The first SMS message was sent in 1992      Today the number of SMS messages          sent and received every day      exc...
Leapfrogging: Emerging economies & groupscan evolve rapidly without going through intermediary[technological] steps.
MOBILE IS DELIVERING A FLATTENED WORLD     WITH INFINITE   POSSIBILITY ANDRADICAL NEW WAYS OF   DOING BUSINESS
CORE QUESTIONS • What effect will this trend have on global   literacy? • Will children coming of age in a Mobile   world ...
TREND 2:  A MARKETPLACEMODEL OF EDUCATION
CATHEDRAL  One dominant pedagogy –rewards compliance & diligence
MARKETPLACE  Many choices & pedagogies –rewards curiosity & critical thinking
Education is a                                                              self-organizing system,                       ...
“If children have interest, then educationhappens…” – Isaac Asimov
THE REMARKABLE ADVENTURE OF GRIFFINBLACK  14 year-old built his own replica of guitarist Mike Campbell’s iconic  guitar, a...
CHILDREN ARE GOINGTO BE FUNDAMENTALLY IN CHARGE OF THEIR     OWN INQUIRY
CORE QUESTIONS • Are we prepared for the fact that our   opinions & knowledge are secondary to the   users? • What are the...
TREND 3:PRICE IS IN THE EYEOF THE CONSUMER
COVER PRICE ISNO LONGER FIXED.VALUE IS INFINITELY   NEGOTIABLE.
CORE QUESTIONS • Where is the baseline? What is a P&L? • Are there new ways to approach & value   the production of conten...
TREND 4:SOCIAL MEDIA BRINGSTHE FAMILY TOGETHER
STEFANA BROADBENTSOCIAL ETHNOGRAPHER - UNIVERSITY COLLEGE,LONDON“The internet is  enabling intimacy..”http://www.ted.com/t...
STEFANA BROADBENTSOCIAL ETHNOGRAPHER - UNIVERSITY COLLEGE,LONDONFacebook average= 120 friendsRegular 2-way conversations =...
REINFORCED BY US CONSUMER DATA• US teens cite “parents” as the number two  influencer on book choice, right after “friends...
THE BULLSEYE PATTERN OF INFLUENCE A BULLSEYE PATTERN    OF INFLUENCE
THE FAMILY &COMMUNITY ARE MOREIMPERVIOUS TO YOUR MESSAGES BUT WILL  EVANGELIZE MORE AUTHENTICALLY ALSO
CORE QUESTIONS • What is our opportunity here? • How does this change our notion of   “gatekeepers”? • Can we facilitate t...
Kristen McLeanFounder & CEOBookigee, Inc.@BKGKristenTHANKS!
Trends in the Kids' Consumer Book Market - Ideas and Insights from Around the Globe - TOC 2012
Trends in the Kids' Consumer Book Market - Ideas and Insights from Around the Globe - TOC 2012
Trends in the Kids' Consumer Book Market - Ideas and Insights from Around the Globe - TOC 2012
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Trends in the Kids' Consumer Book Market - Ideas and Insights from Around the Globe - TOC 2012

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This deck was presented at TOC Bologna 2012. Questions, comments, and permissions, please e-mail me at kristen*at*bookigee*dot*com. Enjoy!

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Trends in the Kids' Consumer Book Market - Ideas and Insights from Around the Globe - TOC 2012

  1. 1. Kristen McLeanTOC Bologna 2012
  2. 2. Kristen McLeanFounder & CEOBookigee, Inc.@BKGKristen
  3. 3. SHORT TERM TRENDS • Overall kids (and adults) reading more than ever • Kids are omnivorous consumers of media • High reading households are high technology households • In 2010 Kaiser Family study of Media Use by 8-18 yrolds - books the only “traditional media” that didn’t lose ground to screen mediaSource: Bowker Pubtrack: Understanding the Children’s BookConsumer in the Digital Age, 2011
  4. 4. SHORT TERM TRENDS • Children’s one of the fastest growing areas of iTunes • Apple the aspirational platform amongst US teen consumers • Consumer data - US teens who had “read an e-book at least once” rose from 4% to 9% in 2011 • Consumers report 7% of Juvenile and 11% of YA books now being consumed as e-booksSource: Bowker Pubtrack: Understanding the Children’s BookConsumer in the Digital Age, 2011
  5. 5. FOURLONGTERM TRENDS
  6. 6. TREND 1:GLOBAL MOBILE
  7. 7. 79%peoplehavemobilephonesin developingcountries
  8. 8. 11.6%havefixedphones
  9. 9. 50%usemobileto accesstheinternetevery day
  10. 10. 11% ofKenya’sGDPflowsthru M-Pesa,a mobilepay service
  11. 11. G A Africa – 53%l do o Asia & Pacific – 74%b p Arab States – 97%a tl i The Americas –103% o n Europe – 120% CIS – 143% 2011 Global Cell Stats: mobithinking.com
  12. 12. www.worldreader.org @worldreaders94,446+e-books delivered to Africavia mobile infastructure since October 2010
  13. 13. www.worldreader.org @worldreaderskids spend 50%more time reading& report 13% higher comprehension
  14. 14. The first SMS message was sent in 1992 Today the number of SMS messages sent and received every day exceeds the population of the planet
  15. 15. Leapfrogging: Emerging economies & groupscan evolve rapidly without going through intermediary[technological] steps.
  16. 16. MOBILE IS DELIVERING A FLATTENED WORLD WITH INFINITE POSSIBILITY ANDRADICAL NEW WAYS OF DOING BUSINESS
  17. 17. CORE QUESTIONS • What effect will this trend have on global literacy? • Will children coming of age in a Mobile world approach content differently? • Are you taking this “mobile effect” into account in your long-term publishing and marketing strategy?
  18. 18. TREND 2: A MARKETPLACEMODEL OF EDUCATION
  19. 19. CATHEDRAL One dominant pedagogy –rewards compliance & diligence
  20. 20. MARKETPLACE Many choices & pedagogies –rewards curiosity & critical thinking
  21. 21. Education is a self-organizing system, where learning is an emergent phenomenon.” -Sugata Mitra, professor of educational technology at Newcastle University (UK)http://www.ted.com/talks/sugata_mitra_the_child_driven_education.html
  22. 22. “If children have interest, then educationhappens…” – Isaac Asimov
  23. 23. THE REMARKABLE ADVENTURE OF GRIFFINBLACK 14 year-old built his own replica of guitarist Mike Campbell’s iconic guitar, and then got the Heartbreakers to play it live onstage. Wrote an article & got own byline in the Washington Post about it.http://www.washingtonpost.com/wp-dyn/content/article/2010/08/13/AR2010081306140.html
  24. 24. CHILDREN ARE GOINGTO BE FUNDAMENTALLY IN CHARGE OF THEIR OWN INQUIRY
  25. 25. CORE QUESTIONS • Are we prepared for the fact that our opinions & knowledge are secondary to the users? • What are the implications in other areas of our business? • How do we re-engineer our business to be better at advance understanding of our users needs?
  26. 26. TREND 3:PRICE IS IN THE EYEOF THE CONSUMER
  27. 27. COVER PRICE ISNO LONGER FIXED.VALUE IS INFINITELY NEGOTIABLE.
  28. 28. CORE QUESTIONS • Where is the baseline? What is a P&L? • Are there new ways to approach & value the production of content? • Are we ready for a world where the price and definition of our product comes exclusively from our customer?
  29. 29. TREND 4:SOCIAL MEDIA BRINGSTHE FAMILY TOGETHER
  30. 30. STEFANA BROADBENTSOCIAL ETHNOGRAPHER - UNIVERSITY COLLEGE,LONDON“The internet is enabling intimacy..”http://www.ted.com/talks/stefana_broadbent_how_the_internet_enables_intimacy.html
  31. 31. STEFANA BROADBENTSOCIAL ETHNOGRAPHER - UNIVERSITY COLLEGE,LONDONFacebook average= 120 friendsRegular 2-way conversations = 4-6 people80% of cell calls are to the same 4 people80% of Skype calls are to just two peoplehttp://www.ted.com/talks/stefana_broadbent_how_the_internet_enables_intimacy.html
  32. 32. REINFORCED BY US CONSUMER DATA• US teens cite “parents” as the number two influencer on book choice, right after “friends”• 23% of US parents report “co-gaming” with their kids 0-12• 20% of US parents report that they let their kids 0-12 use their mobile device to play games• “My child asked for it” is the #1 source of recommendations for books for 7-12
  33. 33. THE BULLSEYE PATTERN OF INFLUENCE A BULLSEYE PATTERN OF INFLUENCE
  34. 34. THE FAMILY &COMMUNITY ARE MOREIMPERVIOUS TO YOUR MESSAGES BUT WILL EVANGELIZE MORE AUTHENTICALLY ALSO
  35. 35. CORE QUESTIONS • What is our opportunity here? • How does this change our notion of “gatekeepers”? • Can we facilitate this trend with platforms or content like co-gaming? • What does marketing mean?
  36. 36. Kristen McLeanFounder & CEOBookigee, Inc.@BKGKristenTHANKS!

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