Understanding the Children's Book Consumer in the Digital Age- Australian Publisher's Click on Kids 8-1-13

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These are the slides from Kristen McLean's presentation "Understanding the US Children's Book Consumer in the Digital Age" at the Australian Publishers' Click on Kids Conference in Sydney on 8-1-13.

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Understanding the Children's Book Consumer in the Digital Age- Australian Publisher's Click on Kids 8-1-13

  1. 1. •  Tracking  consumer  book  &  ebook  purchasing:     •  Monthly  online  interviews  with  book  buyers     •  Na;onally  representa;ve  of  those  aged  13+   •                 c50  ques;ons  x  3K  buyers  per  month   •  36K  buyers  /  c90K  books  per  year   •                 c75  ques;ons  x  6K  buyers  per  month   •  72K  buyers  /  c150K  books  per  year     Bowker  Market  Research  Overview  
  2. 2. Bowker  Market  Research  Overview   Book  buyers   Books  bought   What?   Where?   When?   Demographics   Media  usage   Leisure  habits   Why?   Who  for?   Book  spend   Publisher,  format,  genre,   author,  price,  discoun;ng   Channel,  retailer   Month,  quarter,  YTD   Discovery,  influences,  use   Sex  &  age,  rela;onship,   occasion  
  3. 3. This  presenta;on,  and  the  data  contained,  are  ©  Bowker  Market  Research  2012    or  as  shown,  and  not  to  be  distributed  or  published  without  permission.   A  focused  look  at  ac7vi7es,   purchasing  influences  and   behaviors  of  today’s   children’s  book  consumer     WAVE  TWO  –  Fall  2011   WAVE  THREE  –  Spring  2012   WAVE  FOUR  –  Fall  2012   WAVE  FIVE  –  Spring  2013       3  
  4. 4. WHO  WE  ARE     Kristen  McLean   Project  Editor     Founder  &  CEO   Bookigee,  Inc.   www.bookigee.com   www.kristenmclean.org   @BKGKristen     Carl  Kulo   Project  Analyst     Senior  Data  Analyst   Bowker  Market  Research   www.bookconsumer.com   #Bowker   4  
  5. 5. v Core  ques;ons  about  influences  and  ac;vi;es   v Collabora;ve  effort  among  all  subscribers     v Proprietary  ques;ons  for  individual  clients       Fielding  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)   •         Spring  2013  (April  5  2013  through  April  25,  2013)       Spring  2013…     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)     ü       At  95%  confidence  level,  Margin  of  Error  =  +/-­‐  3.1%  for  each  segment  of  1,000         METHODOLOGY   5  
  6. 6. Par7cipants:   •  Disney   •  Chronicle   •  Lihle  Brown  Books  for  Young  Readers   •  Random  House   •  Nickelodeon   •  Scholas;c   •  HarperCollins   •  Sesame  Street   •  Penguin   6  
  7. 7. EXECUTIVE  SUMMARY   v BASELINE  FINDINGS  FROM  PREVIOUS  FIELDINGS   •  Children’s  market  very  stable   •  Changes  are  incremental,  not  exponen;al   •  Kids  are  omnivorous  media  consumers   •  Highly  local  influences  on  decision-­‐making   •  Kids  7-­‐12  a  very  clear  consumer  force   •  Teen  eBook  adop;on  does  not  align  with  sales   •  Girls  outpacing  boys  in  media  use   7  
  8. 8. EXECUTIVE  SUMMARY   v KEY  FINDINGS  WAVE  FIVE  (Spring  2013)   •  Mobile  is  star;ng  to  have  an  impact   •  Consumers  making  more  buying  decisions  w/o  input   •  Girls  are  gekng  earlier  access  to  devices  than  boys   •  Hardcover  is  losing  ground   •  Book  related  online  behavior  in  decline   •  Teens  reading  less  for  pleasure   •  Teen  e-­‐book  aktudes  improving,  but  not  adop;on   8  
  9. 9. Overview  of  Presenta7on   •  Sec;on  1:  What’s  New  in  Kids  Book  Acquisi;on  and  Discovery   •  Sec;on  2:  A  look  at  Girls  and  Boys     •  Sec;on  3:  The  Child’s  Environment     •  Sec;on  4:  Beyond  Kid’s  Books  –  The  World  of  Kids  Apps   •  Sec;on  5:  Teenagers   9  
  10. 10. WHAT’S  DIFFERENT  IN  KID’S  BOOK   ACQUISITION  &  DISCOVERY   SECTION  1:   10  
  11. 11. THE  LARGER  LANDSCAPE   Data  from  the  Bowker  Market  Research  Tracker   11  
  12. 12. Who is the Children’s book buyer? (Jan/Feb 2013) 0%   10%   20%   30%   40%   50%   60%   70%   80%   Males   Females   Teens  13-­‐17   Years   18-­‐29  Years   30-­‐44  Years   45-­‐54  Years   55-­‐64  Years   65+  Years   31%   69%   4%   21%   25%   16%   18%   17%   30%   70%   10%   28%   37%   11%   8%   6%   30%   70%   15%   33%   29%   10%   8%   5%   Adult  Fic7on   Children's  (All)   Young  Adult   ©  Bowker  Market  Research  Books  &  Consumers  Monthly  Tracker  2012/13  –  Based  on  New  Books  Purchased   12  
  13. 13. How affluent is the Children’s buyer? (Jan/Feb 2013) 13   0%   5%   10%   15%   20%   25%   <$25.0K   $25.0-­‐34.9K   $35.0-­‐49.9K   $50.0-­‐74.9K   $75.0-­‐99.9K   $100.0  -­‐  149.9K   $150.0  and  over   14%   11%   15%   24%   17%   14%   6%   16%   9%   14%   24%   16%   15%   6%   17%   10%   15%   25%   14%   14%   5%   Adult  Fic7on   Children's  (All)   Young  Adult   ©  Bowker  Market  Research  Books  &  Consumers  Monthly  Tracker  2012/13  –  Based  on  New  Books  Purchased  
  14. 14. Insert   Image   Here   Planned Vs. Impulse: Children’s Jan/Feb 2013 14   0%   20%   40%   60%   80%   100%   In  Store  (in  person)   Online   Device  (via   eBookstore  or  App)   34%   41%   39%   16%   29%   22%   23%   17%   17%   26%   14%   22%   Not  Planned,  Impulse  purchase   Planned  a  book  at  that  specific  7me,  but  not   specific  bk   Planned  this  specific  book,  but  not  at  that   specific  7me   Planned  this  specific  book  at  that  specific   7me   ©  Bowker  Market  Research  Books  &  Consumers  Monthly  Tracker  2012/13  –  Based  on  New  Books  Purchased  
  15. 15. Insert   Image   Here   Awareness – Children’s Genre Trend 15   0%   5%   10%   15%   20%   25%   Quarter  1  2012   Quarter  2  2012   Quarter  3  2012   Quarter  4  2012   Jan/Feb  2013   In-­‐person  -­‐  In-­‐Store  Display/On  Shelf/ Spinning  Rack   In-­‐person  -­‐  Received  recommenda7on   from  a  friend/rela7ve   Other  Awareness   Online  -­‐  Browsing  through  the  site   Print  -­‐  Best  Seller  List   In-­‐person  -­‐  At  School   Print  -­‐  Magazine  Ad   Online  -­‐  Was  recommended  based  on   what  I've  bought/read  before   In-­‐person  -­‐  Book  Fair   TV  -­‐  TV  Ad   ©  Bowker  Market  Research  Books  &  Consumers  Monthly  Tracker  2012/13  –  Based  on  New  Books  Purchased  
  16. 16. Insert   Image   Here   Reason for Purchase – Children’s Genre Trend 16   0%   5%   10%   15%   20%   25%   Quarter  1  2012   Quarter  2  2012   Quarter  3  2012   Quarter  4  2012   Jan/Feb  2013   I  liked  the  topic/subject   I  like  to  read  books  in  this  series   I  like  the  author   Price   I  like  the  character   It  was  recommended  by  someone  I  know   I  looked  through  the  book  and  liked  it   Other  Reason   I  like  the  cover  art   Intrigued  by  book  7tle   I  like  the  movie/TV  show  based  on  the   book   Recipient  Asked  For/Likes  Book   ©  Bowker  Market  Research  Books  &  Consumers  Monthly  Tracker  2012/13  –  Based  on  New  Books  Purchased  
  17. 17. How is Children’s being purchased? 17   0%   20%   40%   60%   80%   100%   54%   54%   54%   55%   53%   56%   56%   54%   53%   54%   51%   51%   54%   54%   32%   30%   32%   31%   32%   31%   32%   32%   33%   31%   38%   37%   30%   29%   3%   2%   2%   3%   3%   3%   3%   3%   3%   4%   4%   4%   5%   3%   4%   4%   3%   3%   3%   2%   1%   3%   6%   5%   3%   3%   5%   5%   1%   1%   2%   1%   2%   2%   1%   2%   2%   1%   1%   2%   6%   7%  6%   7%   7%   6%   6%   7%   7%   6%   4%   5%   4%   3%   1%   0%   On  an  eReader  device   (e.g.  Kindle,  Nook,  etc.)   Using  a  mobile  app  on  a   smartphone  or  tablet   (e.g.,  iBooks  etc.)   Other   By  mail   Online   In  Store  (in  person)   ©  Bowker  Market  Research  Books  &  Consumers  Monthly  Tracker  2012/13  –  Based  on  New  Books  Purchased   7%   <1%   1%  
  18. 18. In what format is Children’s being purchased? 18   0%   20%   40%   60%   80%   100%   Quarter  1   2011   Quarter  2   2011   Quarter  3   2011   Quarter  4   2011   Quarter  1   2012   Quarter  2   2012   Quarter  3   2012   Quarter  4   2012   Jan/Feb   2013   45%   46%   45%   39%   38%   39%   39%   39%   41%   39%   38%   38%   43%   37%   36%   36%   40%   31%   1%   1%   1%   1%   1%   1%   1%   1%   1%   11%   10%   11%   12%   21%   20%   20%   15%   23%   5%   4%   4%   5%   3%   3%   3%   5%   4%   Other   eBook   Audio   Hardcover   Paperback   ©  Bowker  Market  Research  Books  &  Consumers  Monthly  Tracker  2012/13  –  Based  on  New  Books  Purchased   -­‐8%   +12%  
  19. 19. The  Children’s  Study   Data  from  Understanding  the  Children’s  Consumer  in  the  Digital  Age   19  
  20. 20. Where  books  are  acquired:  0  to  6   3%   3%   3%   3%   6%   6%   8%   9%   9%   10%   15%   19%   24%   26%   3%   3%   4%   3%   4%   6%   8%   6%   10%   9%   15%   21%   28%   29%   0%   5%   10%   15%   20%   25%   30%   35%   Independent  /  local  bookstore  (not  a  major  na;onal  or   Books-­‐a-­‐Million  bookstore   Half-­‐Price  Books   Supermarket   Scholas;c  book  fairs   Used  bookstore   Garage  sale/sidewalk  sale/secondhand  shop   School  Library   Scholas;c  book  clubs   Other  &quot;Big  Box&quot;  store  (Target,  Costco,  etc.)   Barnes  &  Noble  bookstore   WalMart  or  Sam's  Club   Public  Library   Amazon.com   Fall  12   Spring  13   20  
  21. 21. Where  books  are  acquired:  7  to  12   3%   3%   3%   3%   4%   5%   5%   5%   9%   11%   14%   16%   16%   23%   31%   3%   2%   3%   2%   2%   8%   4%   6%   7%   18%   13%   15%   13%   28%   36%   0%   5%   10%   15%   20%   25%   30%   35%   40%   Independent  /  local  bookstore  (not  a  major  na;onal  or   Other  online  retailer  (B&N.com,  etc.)   ebook  apps   Books-­‐a-­‐Million  bookstore   Half-­‐Price  Books   Other  big  box  store  (Target,  Costco,  etc.)   Used  bookstore   Garage  sale/sidewalk  sale/secondhand  shop   Scholas;c  book  fairs   WalMart  or  Sam's  Club   Scholas;c  book  clubs   School  Library   Barnes  &  Noble  bookstore   Amazon.com   Public  Library   Fall  12   Spring  13   21  
  22. 22. Sources  of  Recommenda7ons:  0  to  6   1%   1%   3%   3%   3%   2%   2%   2%   5%   4%   6%   8%   9%   16%   19%   17%   20%   30%   32%   1%   1%   1%   2%   2%   2%   2%   2%   4%   5%   5%   8%   9%   12%   14%   17%   19%   27%   38%   0%   5%   10%   15%   20%   25%   30%   35%   40%   Movie  theatre  ad   Radio  Ad   TV  ad   On-­‐line  adver;sement   Print  adver;sement   A  publisher's  website   Author  blogs   General  interest  magazines   Bookstore  -­‐  asking  the  sales  clerk   School  Librarian   Mommy/Paren;ng  blog   Public  Librarian   Paren;ng  Magazine   Teacher   On-­‐line  research   School  Book  Fairs/Clubs*   Bookstore  -­‐  browsing  the  shelf   Friend/family   I  make  my  own  decision  with  no  other  input   Spring  2013   Fall  2012   22  
  23. 23. Sources  of  Recommenda7ons:  7  to  12   1%   1%   2%   2%   1%   1%   2%   3%   3%   4%   4%   7%   8%   8%   9%   13%   14%   16%   20%   25%   31%   0%   1%   1%   1%   1%   1%   1%   2%   2%   4%   4%   7%   7%   8%   9%   13%   15%   17%   19%   26%   31%   0%   5%   10%   15%   20%   25%   30%   35%   Radio  Ad   Movie  theatre  ad   On-­‐line  adver;sement   Print  adver;sement   Author  blogs   TV  ad   A  publisher's  website   General  interest  magazines   Mommy/Paren;ng  blog   Bookstore  -­‐  asking  the  sales  clerk   Paren;ng  Magazine   On-­‐line  research  on  a  non-­‐retail  site   School  Librarian   On-­‐line  research  on  a  research  site   Public  Librarian   School  book  clubs  &  flyers   School  Book  Fairs   Bookstore  -­‐  browsing  the  shelf   Teacher   Friend/family   I  make  my  own  decision  with  no  other  input   Spring  2013   Fall  2012   23  
  24. 24. 4-­‐Wave  trend  of  recommenda7ons  (0  to  6)   13%   8%   19%   14%   15%   24%   26%   29%   8%   9%   12%   14%   17%   19%   27%   38%   0%   5%   10%   15%   20%   25%   30%   35%   40%   Public  Librarian   Paren;ng   Magazine   Teacher   On-­‐line  research   School  Book  Fairs/ Clubs*   Bookstore  -­‐   browsing  the  shelf   Friend/family   I  make  my  own   decision  with  no   other  input   Fall  2011   Spring  2012   Fall  2012   Spring  2013   24  
  25. 25. HH  Income  difference  of  those  geqng  library   recommenda7on…   10%   10%   14%   8%   23%   31%   14%   14%   13%   10%   5%   7%   10%   8%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   All  Kid's  Book  Buyers   Listed  LIBRARY  as  Recommenda;on   Prefer  Not  To  Answer   $150.0  and  over   $100.0  -­‐  149.9K   $75.0-­‐99.9K   $50.0-­‐74.9K   $35.0-­‐49.9K   $25.0-­‐34.9K   <$25.0K   25  
  26. 26. Educa7on  Level  difference  of  those  geqng  library   recommenda7on…   13%   10%   25%   21%   40%   43%   21%   25%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   All  Kid's  Book  Buyers   Listed  LIBRARY  as  Recommenda;on   Post  College+   College  Grad   Some  College   High  School  Grad   <High  School   26  
  27. 27. Sec7on  1:  Takeaways   •  Mobile  &  tablet  star;ng  to  have  impact   •  E-­‐books  up,  hardcover  down   •  Online  research  down   •  Person-­‐to-­‐person  influence  down   •  Library  &  teacher  influence  down   •  People  making  more  decisions  on  own   27  
  28. 28. A  LOOK  AT  GIRLS  AND  BOYS     SECTION  2:   28  
  29. 29. Where  do  parents  go  for  recommenda7ons?  (0  to  6)   7%   8%   8%   8%   8%   9%   11%   17%   27%   35%   5%   6%   6%   7%   8%   7%   12%   17%   27%   45%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   50%   School  Book  Fairs   School  book  clubs  &  flyers   On-­‐line  research  on  a  research  site   On-­‐line  research  on  a  non-­‐retail  site   Public  Librarian   Paren;ng  Magazine   Teacher   Bookstore  -­‐  browsing  the  shelf   Friend/family   I  make  my  own  decision  with  no  other  input   Girl   Boy   29  
  30. 30. Where  do  parents  go  for  recommenda7ons?  (7  -­‐  12)   5%   4%   7%   7%   9%   9%   15%   17%   17%   18%   26%   30%   3%   8%   7%   8%   7%   9%   13%   15%   19%   19%   24%   30%   0%   5%   10%   15%   20%   25%   30%   35%   Bookstore  -­‐  asking  the  sales  clerk   Other,  please  specify   On-­‐line  research  on  a  non-­‐retail  site   School  Librarian   On-­‐line  research  on  a  research  site   Public  Librarian   School  book  clubs  &  flyers   School  Book  Fairs   Bookstore  -­‐  browsing  the  shelf   Teacher   Friend/family   I  make  my  own  decision  with  no  other  input   GIRL  (487)   BOY  (519)   Mainly  the  child  herself   30  
  31. 31. Types  of  Books  Purchased  for  Kids  (0  -­‐  6)   5%   7%   13%   15%   15%   16%   20%   21%   21%   28%   35%   42%   55%   66%   3%   3%   13%   11%   14%   16%   17%   17%   23%   27%   35%   45%   59%   65%   0%   10%   20%   30%   40%   50%   60%   70%   Graphic  Novel   Reference  Book   Series/Chapter  Book   Non-­‐Fic;on  Book   Novelty  book   Bible/Prayer  Books   Interac;ve   Leveled  Reader   Sound  Book   Workbook   Beginning/Early  Reader   Ac;vity  Book   Coloring  Book   Picture  Story  book   Girl   Boy   31  
  32. 32. Types  of  Books  Purchased  for  Kids  (7  -­‐  12)   10%   11%   13%   12%   20%   31%   34%   36%   66%   7%   9%   9%   12%   17%   36%   33%   33%   72%   0%   10%   20%   30%   40%   50%   60%   70%   80%   Interac;ve  book   Reference  Book   Graphic  Novel   Bible/Prayer  Books   Picture/Story  Book   Ac;vity  Book   Leveled  Reader   Non-­‐Fic;on  Book   Series  Chapter  Book   GIRL  (487)   BOY  (519)   32  
  33. 33. Important  factors  in  geqng  book  (0  to  6)…   For  girls……   For  boys…….   7%   7%   5%   8%   10%   25%   39%   46%   0%   50%   100%   I  just  needed  to  pick   something  fast   Celebrity  author   There  was  "buzz"   around  this  book   You  liked  the  size,   packaging,  binding   The  ;tle  or  cover   caught  your  ahen;on   It  was  a  good  price   Your  child  likes  the   character  or  series   Topic,  story,  subject   interested  your  child   Boys  0  to  6   Major   factor   Cri;cal   factor   2%   2%   4%   7%   10%   21%   40%   41%   0%   50%   100%   Celebrity  author   I  just  needed  to  pick   something  fast   There  was  "buzz"   around  this  book   You  liked  the  size,   packaging,  binding   The  ;tle  or  cover   caught  your  ahen;on   It  was  a  good  price   Your  child  likes  the   character  or  series   Topic,  story,  subject   interested  your  child   Girls  0  to  6   Major   factor   Cri;cal   factor   33  
  34. 34. Important  factors  in  geqng  book  (7  to  12)   For  girls……   For  boys…….   1%   2%   3%   5%   7%   20%   41%   43%   0%   50%   100%   Celebrity  author   I  just  needed  to  pick   something  fast   There  was  "buzz"  around   this  book   You  liked  the  size,   packaging,  binding   The  ;tle  or  cover  caught   your  ahen;on   It  was  a  good  price   Your  child  likes  the   character  or  series   Topic,  story,  subject  or   story  interested  your  child   Girls  7  to  12   Major   factor   Cri;cal   factor   4%   4%   5%   8%   10%   23%   43%   48%   0%   50%   100%   I  just  needed  to  pick   something  fast   Celebrity  author   There  was  "buzz"  around   this  book   You  liked  the  size,   packaging,  binding   The  ;tle  or  cover  caught   your  ahen;on   It  was  a  good  price   Your  child  likes  the   character  or  series   Topic,  story,  subject  or   story  interested  your   Boys  7  -­‐  12   Major   factor   Cri;cal   factor   34  
  35. 35. How  many  days  a  week  to  children  read  for  fun?   23%   29%   28%   31%   25%   25%   32%   31%   29%   27%   20%   22%   15%   17%   19%   13%   9%   9%   11%   19%   10%   3%   7%   7%   14%   11%   2%   3%   2%   6%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Boys:  3  to  4   Boys:  5  to  6   Boys:  7  to  8   Boys:  9  to  10   Boys:  11  to  12   Girls:  3  to  4   Girls:  5  to  6   Girls:  7  to  8   Girls:  9  to  10   Girls:  11  to  12   5  to  7  days   3  to  4  days   1  to  2  days   Less  than  1  day   35  
  36. 36. Sec7on  2:  Takeaways   •  Moms  more  comfortable  picking  books   for  girls   •  Parents  seek  more  input  for  boys   •  Non-­‐fic;on  cri;cal  category  for  boys   •  Boys  pleasure  reading  peaks  at  7-­‐8   •  Girls  pleasure  reading  peaks  at  9-­‐10     36  
  37. 37. The  child’s  environment   SECTION  3   37  
  38. 38. Usage  Comparison  –  Kindle  vs.  iPad  (of  those  who  have   that  device  in  the  HH)   Kindle  eReader   iPad   80%   83%   11%   13%   20%   28%   11%   9%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   Fall  11   Spring  12   Fall  12   Spring  13   Parent(s)   Children  0-­‐6   Children  7-­‐12   Teens   81%   82%   19%   40%   26%   40%   13%   12%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Fall  11   Spring  12   Fall  12   Spring  13   Parent(s)   Children  0-­‐6   Children  7-­‐12   Teens   38  
  39. 39. Rela7ve  importance  placed  on….   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   Educ  sites   online  games   video  games   mobile  apps   ebooks   39  
  40. 40. Trends  in  ac7vi7es  done  very/somewhat  frequently   63%   21%   14%   13%   36%   14%   39%   27%   18%   59%   19%   15%   13%   36%   20%   39%   30%   22%   60%   22%   18%   16%   37%   28%   40%   35%   26%   60%   19%   18%   16%   38%   33%   39%   35%   30%   0%   10%   20%   30%   40%   50%   60%   70%   Read  book   for  fun   Read  print   magazine   Read  ebooks   on  dedicated   reader   Read  ebooks   on  tablet   play  games   online   play  games   on  tablet   play  games   on  game   console   watch  videos   online   watch   streaming   videos   (Neylix)   Fall  11   Spring  12   Fall  12   Spring  13   40  
  41. 41. Percent  saying  their  kids  have  done  the  following  around   the  most  recent  book  they  read…..(all  kids)   17%   18%   17%   10%   22%   15%   15%   0%   15%   16%   15%   8%   19%   14%   12%   0%   14%   15%   12%   8%   18%   14%   11%   10%  10%   12%   9%   7%   14%   11%   11%   9%   0%   5%   10%   15%   20%   25%   gone  to  book/ author  website   read  sample  of   book  online   visited  fan   website   par;cipated  in   blog/chat   gone  to  website   about  other  books   by  author/series   read  online   reviews   wrote  their  own   review  of  book   par;cipated  in   book  reading  club   Fall  11   Spring  12   Fall  12   Spring  13   What  is  going  on  here?!?   41  
  42. 42. Percent  saying  their  kids  have  done  the  following  around   the  most  recent  book  they  read…..(7  –  12)   19%   19%   18%   10%   26%   17%   15%   0%   17%   18%   17%   8%   24%   14%   12%   0%   16%   16%   13%   8%   20%   14%   12%   10%   11%   12%   10%   6%   16%   11%   11%   8%   0%   5%   10%   15%   20%   25%   30%   Gone  to  book/ author  website   Read  sample  chapter   of  book  online   Visited  a  fan  website  Par;cipated  in  blog/ chat   Gone  to  website  to   find  out  about  other   books   Read  online  reviews   about  the  book   Wrote  a  review   about  the  book   Par;cipated  in  a   book  discussion/ reading  club   Fall  11   Spring  12   Fall  12   Spring  13   Why  is   behavior   changing?   42  
  43. 43. Do  the  parents  read  ebooks?   73%   61%   57%   58%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Fall  11   Spring  12   Fall  12   Spring  13   No   Yes   43  
  44. 44. How  do  you  prefer  that  your  kids  read?   5%   5%   6%   6%   26%   28%   29%   27%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Fall  11   Spring  12   Fall  12   Spring  13   No  preference   In  ebook  format   In  print   44  
  45. 45. How  likely  you/your  kids  (0  to  6)  to  do  each  of  the   following  around  a  book  they  read?     14%   15%   20%   20%   19%   17%   16%   19%   13%   14%   15%   17%   19%   21%   22%   24%   25%   33%   7%   6%   8%   8%   9%   10%   10%   12%   22%   2%   3%   3%   4%   3%   4%   6%   4%   8%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Tweet  about  a  book  you're  reading  or  just  read   Post  an  AMZ  review   Look  at  a  YouTube  trailer  for  a  book   Post  a  review  on  a  book  review  site   Write  a  Facebook  post  about  a  book  you're  reading  or  just  read   "Like"  a  book  on  Facebook   "Like"  an  author  on  Facebook   Click  on  an  online  ad  for  an  author  or  subject  that  interests  you   Follow  a  series  that  your  child  likes   Not  at  all  likely   Probably  not  likely   Somewhat  likely   Very  likely   Already  do  this   45  
  46. 46. How  likely  you/your  kids  (7-­‐12)  to  do  each  of  the   following  around  a  book  they  read?     14%   16%   18%   20%   19%   18%   18%   22%   14%   10%   10%   18%   17%   20%   22%   23%   26%   31%   6%   6%   8%   8%   9%   10%   11%   12%   23%   3%   4%   3%   3%   4%   5%   6%   4%   11%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Post  an  AMZ  review   Tweet  about  a  book  you're  reading  or  just  read   Look  at  a  YouTube  trailer  for  a  book   Post  a  review  on  a  book  review  site   Write  a  Facebook  post  about  a  book  you're  reading  or  just  read   "Like"  a  book  on  Facebook   "Like"  an  author  on  Facebook   Click  on  an  online  ad  for  an  author  or  subject  that  interests  you   Follow  a  series  that  your  child  likes   Not  at  all  likely   Probably  not  likely   Somewhat  likely   Very  likely   Already  do  this   46  
  47. 47. Sec7on  3:  Takeaways   •  Mobile  app  use  becoming  >  important   •  Tablet  games  &  video  streaming  on  rise   •  Book-­‐related  online  ac;vi;es  in  decline   •  Parent’s  e-­‐reading  behavior  flat   •  Parent’s  print  –vs–  ebook  preference  flat     47  
  48. 48. Beyond  Kid’s  Books  –  The  World  of   Kids  Apps   SECTION  4   48  
  49. 49. Access  to  Devices  with  Apps?   57%   41%   39%   32%   35%   42%   38%   34%   33%   31%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Boys:  3   to  4   Boys:  5   to  6   Boys:  7   to  8   Boys:  9   to  10   Boys:  11   to  12   Girls:  3   to  4   Girls:  5   to  6   Girls:  7   to  8   Girls:  9   to  10   Girls:  11   to  12   No   Yes   49  
  50. 50. Access  to  Devices  with  Apps?   Shows  percent  of  parents  who  said  “Yes”  their  child  has  access  to  devices  with  apps.   40%   32%   43%   58%   59%   62%   61%   66%   68%   67%   65%   70%   0%   10%   20%   30%   40%   50%   60%   70%   80%   Boys:  0   to  2   Girls:  0   to  2   Boys:  3   to  4   Girls:  3   to  4   Boys:  5   to  6   Girls:  5   to  6   Boys:  7   to  8   Girls:  7   to  8   Boys:  9   to  10   Girls:  9   to  10   Boys:  11   to  12   Girls:  11   to  12   50  
  51. 51. Are  they  allowed  to  download  apps  on  their  own?   16%   28%   41%   47%   49%   0%   20%   30%   41%   49%   48%   83%   69%   55%   45%   41%   0%   75%   66%   54%   43%   36%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Boys:  3   to  4   Boys:  5   to  6   Boys:  7   to  8   Boys:  9   to  10   Boys:   11  to  12   Girls:  3   to  4   Girls:  5   to  6   Girls:  7   to  8   Girls:  9   to  10   Girls:  11   to  12   No,  I  download   them   Yes,  but  with   parental  OK   Yes,  with  lihle   restric;on   51  
  52. 52. Approximately  what  %  of  the  Apps  are….   23%   25%   33%   33%   31%   0%   31%   29%   29%   31%   37%   6%   16%   13%   17%   13%   0%   3%   17%   13%   16%   12%   2%   3%   2%   2%   3%   0%   1%   0%   2%   4%   3%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   All  Paid   mostly  paid   Equal  free/paid   Mostly  free   All  free   52  
  53. 53. Parental  aqtudes  toward  apps:  Age  comparison   Data  shows  combinaBon  of  those  that  agree  somewhat  and  fully  agree  with  the  statement   54%   47%   52%   33%   43%   56%   66%   69%   69%   65%   30%   39%   48%   67%   66%   63%   52%   57%   59%   71%   0%   10%   20%   30%   40%   50%   60%   70%   80%   I  feel  my  child  listens  to  me  when  I  ask  them  to  stop  playing   an  app   Apps  are  a  lifesaver  when  I  need  my  child  to  be  occupied   I  don't  mind  my  child  playing  apps   Apps  are  not  good  for  kids  at  this  age-­‐-­‐they  are  no  more  than   "digital  babysihers"   My  child  plays  apps  socially  with  their  siblings  and/or  their   friends   I  am  concerned  about  privacy  issues  that  companies  collect   when  my  child  downloads  an  app   I  have  reserva;ons  about  how  much  ;me  my  kids  spend   playing  apps   I  would  rather  have  them  doing  other  things  than  playing   apps   Apps  are  great  for  kids  when  they  help  them  learn  to  read   and/or  teach  moral  lessons   I  feel  apps  are  a  totally  fine  ac;vity  for  my  child  at   appropriate  ;mes   7  to  12   0  to  6   53  
  54. 54. How  frequently  do  your  kids  download  apps?     6%   10%   7%   10%   6%   6%   5%   6%   10%   12%   6%   13%   16%   24%   21%   6%   9%   15%   26%   23%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   Boys:  3  to  4   Boys:  5  to  6   Boys:  7  to  8   Boys:  9  to  10   Boys:  11  to  12   Girls:  3  to  4   Girls:  5  to  6   Girls:  7  to  8   Girls:  9  to  10   Girls:  11  to  12   All  the  ;me   Very  frequently   A  few  ;mes  a  week   54  
  55. 55. When  are  they  allowed  to  play  with  apps?   33%   39%   41%   50%   51%   57%   60%   64%   64%   59%   59%   54%   51%   42%   42%   38%   31%   30%   30%   28%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Boys:  3  to  4   Girls:  3  to  4   Boys:  5  to  6   Girls:  5  to  6   Boys:  7  to  8   Girls:  7  to  8   Girls:  9  to  10   Boys:  9  to  10   Boys:  11  to  12   Girls:  11  to  12   Any;me  they  want   With  some  restric;ons   At  very  limited  ;mes   55  
  56. 56. What's  important  in  an  app  for  Kids  0  to  6?     39%   44%   44%   47%   54%   49%   24%   19%   9%   6%   4%   16%   15%   11%   7%   8%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Is  based  on  a  series  or  character  they  like   Helps  them  with  social  skills   Helps  them  read   Is  fun   Is  educa7onal   Cri7cal   Somewhat  important   Less  important   Not  important   56  
  57. 57. What's  important  in  an  app  for  Kids  7  and  older?     42%   45%   47%   56%   52%   29%   22%   14%   7%   9%   15%   14%   12%   6%   7%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Is  based  on  a  series  or  character  they  like   Helps  them  with  social  skills   Helps  them  read   Is  fun   Is  educa7onal   Cri7cal   Somewhat  important   Less  important   Not  important   57  
  58. 58. When  do  they  usually  play  with  apps?   2%   4%   9%   11%   11%   15%   25%   26%   30%   40%   45%   5%   8%   20%   18%   8%   11%   23%   37%   28%   33%   55%   0%   10%   20%   30%   40%   50%   60%   Before  school   Whenever  they  want   When  they  are  with  their  friends   Before  bed   Other,  please  specify   I  don't  let  them  use  apps   When  we  are  wai;ng  in  line  or  at  a  restaurant   When  they  are  bored   When  they  need  a  distrac;on   When  I  need  them  to  keep  busy  while  I  do  something  else   When  in  the  car   7  to  12   0  to  6   58  
  59. 59. Do  they  play  alone  or  with  others?   3%   0%   35%   24%   7%   5%   18%   19%   0%   5%   10%   15%   20%   25%   30%   35%   40%   Play  with  friends  (in  person)   Play  with  friends  (remotely)   Play  with  parent   Play  with  siblings   7  to  12   0  to  6   59  
  60. 60. How  sa7sfied  are  you  with  the  7me  they  spend  on   Apps?   26%   41%   26%   3%   5%   18%   43%   27%   7%   5%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   Very  sa;sfied   Mostly  sa;sfied   Neutral/unsure   Less  than  sa;sfied   Not  at  all  sa;sfied   0  to  6   7  to  12   60  
  61. 61. Would  you  spend  more  money  on  apps  for  your  kids   if  they  demonstrated  bever  learning  outcomes?   0%   10%   20%   30%   40%   50%   60%   Yes,  definitely   Maybe,  depending  on  how   convinced  I  am   No,  I  think  our  needs  are  met  with   what  we  are  currently  spending   61  
  62. 62. Sec7on  4:  Takeaways   •  Girls  gekng  earlier  &  deeper  access  to  devices   •  Free  apps  are  majority  of  app  downloads   •  Parents  lihle  ambivalent  about  7-­‐12  app  behavior     •  Overall  parents  rela;vely  posi;ve  about  apps     62  
  63. 63. TEENAGERS     Sec;on  6   63  
  64. 64. Devices  teenagers  use  on  a  regular  basis  (last  4   waves,  overall)   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   A  Kindle  e-­‐reader   An  iPad   Another  type  of  Smart  Phone   An  iTouch   An  iPhone   A  simple  cell  phone  (no  video,  gaming,  apps)   Cable  TV  box   A  video  game  system   A  home  computer  (not  laptop)   A  laptop   A  television   Spring  13   Fall  12   Spring  12   Fall  11   64  
  65. 65. Role  of  Books  compared  to  other  media     (3  year  trend,  overall)   21%   26%   22%   20%   18%   44%   43%   44%   47%   43%   34%   31%   34%   33%   40%   0%   5%   10%   15%   20%   25%   30%   35%   40%   45%   50%   Total   Fall  11   Spring  12   Fall  12   Spring  13   A  more  important  role   An  equally  important  role   A  less  important  role   +9%   -­‐9%   65  
  66. 66. How  owen  have  teenagers….   21%   30%   26%   19%   10%   15%   20%   25%   30%   35%   Fall  11   Spring  12   Fall  12   Spring  13   …..read  book  not  for  school?   Not  at  All   Once  or  twice   Fairly  o|en   Very  o|en   +9%  Yowza!   66  
  67. 67. How  owen  have  teenagers….   72%   60%   59%   63%   13%   18%   19%   19%   8%   13%   13%   12%   7%   9%   9%   6%   0%   10%   20%   30%   40%   50%   60%   70%   80%   Fall  11   Spring  12   Fall  12   Spring  13   ...read  an  ebook?   Not  at  All   Once  or  twice   Fairly  o|en   Very  o|en   67  
  68. 68. Overall  YA  Format  preference  by  wave:   25%   24%   28%   34%   21%   22%   18%   25%   3%   4%   3%   14%   1%   2%   2%   5%  8%   7%   5%   2%   0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%   Fall  11   Spring  12   Fall  12   Spring  13   Don't  know   I  strongly  prefer  e-­‐books   I  generally  prefer  e-­‐ books   I  have  no  preference   I  generally  prefer  print,   books  but  are  open  to  e-­‐ books   I  strongly  prefer  print   books   68  
  69. 69. Sec7on  5:  Takeaways   •  iPhone  &  iPad  con;nue  gains   •  Some  shi|  in  perceived  value  of  books   •  Teens  reading  less  for  pleasure   •  Teen  e-­‐book  useage  flat   •  Teen  aktudes  toward  e-­‐books  on  rise     69  
  70. 70. THANK  YOU!     hvp://www.bookconsumer.com/store/browse.php     @Bowker   @BKGKristen  

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