Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013

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Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013

  1. 1. Understanding the Children’s Book Consumer in the Digital Age Bologna Children’s Book Fair 2013This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.
  2. 2. WHO ARE WE… ? Market ResearchKristen McLean James HowittProject Editor Global Director of ClientFounder & CEO SolutionsBookigee, Inc. Bowker Market Researchwww.bookigee.com www.bookconsumer.comwww.kristenmclean.org #Bowker@BKGKristen
  3. 3. Books & Consumers methodology• Tracking consumer book & ebook purchasing:• Monthly online interviews with book buyers• Nationally representative of those aged 13+• 6,000 book consumers per month • c72K buyers / c150K book purchases per year• 3,000 book consumers per month • 36K buyers / c90K books per year
  4. 4. Books & Consumers coverage Book consumer Books purchase Book spend Demographics What? Publisher, format, genre, aut hor, price, discounting Sex, age, region, socio-economic, family Where? Channel, retailer Media usage When? Month, quarter, YTDNewspapers, magazines, devices, social media Why? Discovery, influences, use Leisure habits Online, offline, cultural Who for? Sex & age, relationship, occasion
  5. 5. Understanding the Children’s Book Consumer in the Digital AgeA landscape view of today’s children’s book consumer market Q4 2012 – All New Purchases This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.
  6. 6. Who is the Children’s book buyer in the USA? 80% 74% 70% 60% 50% 40% 31% 30% 26% 19% 20% 17% 13% 12% 8% 10% 0% Male Female 13-17 Years 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years All New Books Adult Fiction Childrens 5
  7. 7. How does the Children’s consumer compare?100% 80% Females 66% 70% 71% 74% 60% 84% 40% Males 20% 34% 30% 29% 26% 16% 0% All New Books Adult Fiction Childrens Picture/Story Books Young Adult 6
  8. 8. How does the Children’s consumer compare?100% 65+ Years 12% 9% 18% 16% 21% 11% 17% 55-64 Years80% 12% 21% 25% 23% 13% 45-54 Years60% 16% 12% 34% 16% 31% 30-44 Years40% 24% 21% 32% 20% 18-29 Years20% 19% 18% 16% 14% 14% 8% Teens 13-17 Years 4% 3% 1% 0% All New Books Adult Fiction Childrens Picture/Story Young Adult Books 7
  9. 9. How affluent is the Children’s consumer?30% 23%25%20% 17% 16% 14%15% 13% 10%10% 6%5%0% <$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 All New Books Childrens Picture/Story Books Young Adult 8
  10. 10. Where are Children’s books purchased? 25%25% 20%20% 16%15%10% 7% 5% 4% 4%5% 3% 3% 3% 3% 2% 1% 1% 1%0% Quarter 4 2010 Quarter 4 2011 Quarter 4 2012 9
  11. 11. In what format are Children’s books being purchased? 1% All Other Bindings100% 7% 11% 16% 16% 90% 2% 40% eBook 80% 27% 20% 15% 70% 1% 1% 1% Audio 60% 1% 29% 63% 37% 50% 21% 41% Hardcover 40% 30% 23% 28% Trade Paperback 20% 28% 26% 18% 10% 14% 8% Mass Market Paperback 2% 1% 3% 0% All New Books Adult Fiction Childrens Picture/Story Young Adult Books 10
  12. 12. InsertImage Here Understanding the Digital Revolution 35% 30% 30% 29% 28% % of All Books that are eBooks 28% 28% 27% 26% 25% % of Childrens Books that are eBooks 21% 20% 20% 20% 20% 20% 18% 19% 18% 17% 17% 16% 16% 15% 15% % of Young Adult Books that are eBooks 12% 11% 11% 10% 10% 5% 0% Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 11
  13. 13. InsertImage Here Understanding the Device Trends60%50%40% Kindle/Amazon Kindle30% Kindle Fire iPad20% 17% NookColor by Barnes and Noble 13% Nook by Barnes and Noble10% 8% Kindle Touch 5%0% Desktop/laptop computer Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter 1 2010 2 2010 3 2010 4 2010 1 2011 2 2011 3 2011 4 2011 1 2012 2 2012 3 2012 4 2012 12
  14. 14. InsertImage Here Awareness All Childrens Picture/Story All New Books Books Books Young Adult In-person - In-Store Display/On Shelf/Spinning Rack 2 1 1 2 In-person - Received recommendation from a friend/relative 1 2 2 1 In-person - Recipient Asked For Item 12 3 3 3 In-person - At School 11 4 4 4 Print - Best Seller List 3 5 12 5 In-person - Book Fair 24 6 5 6 Print - Magazine Ad 13 7 14 13 Online - Retailer recommendation on a retailers website (e.g. Amazon.com) 4 8 7 11 Online - Read an excerpt from the book 5 9 9 8 Online - Customer Review (e.g. on a retailers website) 7 10 6 10 13
  15. 15. InsertImage Here Reason for Purchase All Childrens Picture/Story All New Books Books Books Young Adult I liked the topic/subject 1 1 2 5 Price 4 2 3 7 I looked through the book and liked it 6 3 1 8 I like to read books in this series 3 4 9 1 I like the author 2 5 5 2 Recipient Asked For/Likes Book 9 6 7 3 I like the character 8 7 4 6 It was recommended by someone I know 5 8 10 4 I like the cover art 13 9 6 11 Intrigued by book title 7 10 8 9 14
  16. 16. InsertImage Here Planned Vs. Impulse 100% Not Planned, Impulse purchase 15% 21% 22% 30% 80% 16% 19% Planned a book at that specific 24% time, but not specific bk 60% 26% 37% 22% 18% Planned this specific book, but not at 40% that specific time 11% 43% 20% 38% 36% Planned this specific book at that 22% specific time 0% All New Childrens Picture/Story Young Adult Books Books 15
  17. 17. Understanding the Children’s Book Consumer in the Digital Age:A focused look at activities, purchasing influences, and behaviors of today’s book consumer Wave 2 – Fall 2011 / Wave 3 – Spring 2012 / Wave 4 – Fall 2012 This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.
  18. 18. EXECUTIVE SUMMARY BASELINE FINDINGS FROM FIRST THREE FIELDINGS • Children’s market very stable • Changes are incremental, not exponential • Kids are omnivorous media consumers • Highly local influences on decision-making • Kids 7-12 a very clear consumer force • Although rising, teen eBook adoption does not align with sales 17
  19. 19. EXECUTIVE SUMMARY KEY FINDINGS WAVE FOUR (NOV 2012)• Marked decline in bookstore and library influence• “Friends & family” take top spot as influencers• Parental attitudes toward kids’ e-books evolving• Girls outpacing boys in almost every area of media use• Teens attitudes toward e-books “snapping back” to printTOC Bonus: The YA Crossover Market 18
  20. 20. Insert Image Here Section 1:Acquisition & Discovery 0-12 19
  21. 21. Nature of Book Acquisition: Where specifically do they get the books they read for fun? (Fall 2012) Public Library 28% 34% -6/-8% 26% Amazon.com 29% 12% WalMart or Sams Club 21% 14% Barnes & Noble bookstore 15% School Library 22% 6% -16/-16%! Scholastic book clubs 12% 10% Other Big Box store (Target, Costco, etc.) 5% 9% Scholastic book fairs 9% 4% 4% Garage sale/sidewalk sale/secondhand shop 8% Has a child 7-12 4% Used bookstore 6% Has a child 0-6 Half-Price Books 4% 4% Books-a-Million bookstore 2% 3% ebook apps 2% 2% Other online retailer (B&N.com, etc.) 1% 3% iTunes 2% 2%Independent / local bookstore (not a major national or regional … 1% 3% 1% Other, please specify 2% 0% 10% 20% 30% 40%
  22. 22. Nature of Book Acquisition: Highest ranking influencers for children (Fall 2012) Child asked for it in store 44% 27% Familiar character or series 32% 33% 18% Written by an author I trust and know 16% 10%Attractive book (good paper, beautiful illustrations, etc.) 23% 13% Was discounted/on sale 19% Recommendation by a friend 16% 15% Illustrations 8% 21% Front cover image 11% Has a child 7-12 17% Seen or read the book previously 11% 16% Age rating on the cover 12% 15% Descriptive copy on the back cover 12% 8% Has a child 0-6 Customer reviews 9% 10% Award winner 9% 9% Nothing. I just needed to pick something fast 9% 8% Best seller list 8% 8% Descriptive copy on the front cover 7% 8% 5% Was hardcover 10% 5% Table display 7% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
  23. 23. How have purchase habits changed? Compared to three years ago, which of the following is true… (Fall 2012) 35% I buy more books on Amazon, fewer in a bookstore 26% 26% I continue to purchase my books in a real bookstore 30% 26% I buy fewer books, overall 27%I buy more books in a general merchandiser, such as Walmart or 12% Child 7-12 CostCo. 13% Child 0-6 7% I buy more ebooks rather than print books 6% 6% Other, please specify 9% 6% I buy more books on iTunes.iBooks; fewer in a bookstore 6%
  24. 24. Sources of Book Recommendation: Where do you get book recommendations for a child? (Fall 2012) Friend/family 26% 30% Bookstore - browsing the shelf 17% 20% Teacher 20% 14% On-line research on a retail site 9% 11% School book clubs & flyers 13% 9% Has a child 7-12 Parenting Magazine 4% 9% Public Librarian 9% 8%On-line research on a non-retail site 7% 8% Has a child 0-6 School Book Fairs 15% 7% Mommy/Parenting blog 3% 6% Bookstore - asking the sales clerk 5% 5% School Librarian 8% 4% On-line advertisement 2% 3% 0% 5% 10% 15% 20% 25% 30% 35%
  25. 25. Changes in recommended sources35% 35% 30%30% 30% 28% 27% 26% 26% 26% 25% 25% 25%25% 24% 25% 20%20% 20% 17%15% 15% 14% 13% 13% 11%10% 10% 9% 8%5% 5%0% 0% Fall 2011 Spring 2012 Fall 2012 Fall 2011 Spring 2012 Fall 2012 Friends Bookstore Library Friends Bookstore Library • 0 to 6 • 7 to 12
  26. 26. Key Takeaways - Acquisition:• Friends and family influence increasing, especially in 0-6; highly local pattern of influence• Significant drop in bookstore and library as source of acquisition & recommendation• Online children’s book purchasing speeding up• Children central drivers of purchase behavior, especially 7-12
  27. 27. InsertImage HereSection 2:Kids & e-books 26
  28. 28. Do you (the parent) currently read eBooks?100%90%80% 57%70% 62% No 74%60%50%40% Yes30% 43%20% 39% 26%10% 0% Fall 2011 Spring 2012 Fall 2012
  29. 29. The Child’s Environment: E-Books – how do parents prefer children read?100%90% 22% 25% 24% 29% No preference 33% 34%80% 6% 5% 7%70% 72% 5% 71% 4% 69% 66% 6%60% 63% 61%50% In ebook format40%30%20% In print10% 0% Child 0-6 Child 7-12 Child 0-6 Child 7-12 Child 0-6 Child 7-12 Fall 2011 Spring 2012 Fall 2012
  30. 30. Why do parents prefer print? 60% Reading a print book helps them focus 56%Less distraction from other content (links to video 57% clips, games, etc.) 55% 57% Prefer the look and feel of print 0-6 48% 7-12 50% Theyll read more 46% 46%Theyve already got enough technology in their life 44% 0% 10% 20% 30% 40% 50% 60% 70% 31
  31. 31. Why do parents prefer eBooks? 43% Easier to carry around more titles 45% 38% They think its fun and cool 44% 37% Theyre drawn to the technology 0-6 44% 7-12 37% More convenient 42% 31% Easier to find more titles 37% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% 32
  32. 32. Key Takeaways – eBooks 0-12:• Parental eBook adoption continues to rise• Attitudes toward kids’ e-reading ambivalent• Is this developing into a “flat until Q4” pattern?
  33. 33. Insert Image Here Section 3:The Young AdultMarket 34
  34. 34. Are books as important to them? (Spring vs. Fall 2012)100% 15% 17%90% 22% 20% 22% 27% A more important role80%70% 43%60% 46% 44% 47% 48%50% 45% An equally important role40%30%20% 42% 34% 37% 33% 29% 28% A less important role10% 0% Total Male Female Total Male Female Spring 2012 Fall 2012
  35. 35. Nature of Book Acquisition: Where specifically do teens get the books they read for fun? (Fall 2012) Amazon.com 43% +6% 41% Public Library 43% -4% 39% Barnes & Noble bookstore 36% -3% 32% School Library 22% 27% Swap them among friends 14% Female 7% WalMart or Sams Club 9% 9% Used bookstore 6% 6% Other, please specify 6% 7% Male Half-Price Books 5% 6% Other online retailer (B&N.com, Borders.com, etc.) 5% 5% Books-a-Million bookstore 5% 5%Independent / local Bookshop (not a major national or regional … 5% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
  36. 36. Device Census (Regular Use): A reduction in home computers is offset by increased laptop use. Simple cell phones decline; iPhone and iPad escalate. 77% A television 73% 77% 72% A laptop 70% 66% Fall 2012 71% A video game system 64% 58% 61% A home computer (not laptop) 59% 64% 40% Cable TV box 38% 39% Spring 2012 28%A simple cell phone (no video, gaming, apps) 29% 34% 26% Another type of Smart Phone 27% 24% 24% An iPhone 19% 15% Fal 2011 23% An iTouch 24% 24% 20% An iPad 15% 11% 13% A Kindle e-reader 15% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
  37. 37. Teen Technology Install-base By Gender (Fall 2012) Which device do you use on a regular basis? A television 78% 77% A laptop 75% 72% A home computer (not laptop) 57% 61% A video game system 39% 71% Female Cable TV box 39% 40%A simple cell phone (no video, gaming, apps) 29% 28% An iPhone 30% 24% Male An iTouch 28% 23% Another type of Smart Phone 26% 26% An iPad 21% 20% A Kindle e-reader 14% 13% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
  38. 38. Media Behavior: Girls -vs- Boys How often do you…? Read books for fun 40% 29% Discuss books with my parents 15% 12% Discuss books with friends 18% 12% Make your own status updates on Facebook or Twitter 30% 21% Discuss books with my siblings or other relatives 14% 11% Like a brand or series on Facebook 18% 14% Stream content on services such as Netflix or Hulu 19% 18% Swap books to read with your friends 14% 7% Post videos online 8% 6%Follow authors or characters on Facebook, Twitter or any other social network 10% sites 7% Discuss books online 6% 6% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Females - Very Often Males - Very Often 39
  39. 39. Key Takeaways – Teens:• Books still holding their own against other media for perceived value• Girls are outpacing boys in almost every area of media behavior• Girls more engaged by content “around” the book
  40. 40. Trends in eBook reading among teens flat: 94%100% 78%90% 71%80% 71%70%60%50% 29%40% 29% 22%30%20% 6%10% 0% Fall 2010 Fall 2011 Spring 2012 Fall 2012 Yes No
  41. 41. Do you currently read eBooks? (Fall 2012)100% 80% 71% No 60% 76% 67% 40% 20% 29% Yes 24% 0% 33% Total Male Female
  42. 42. Binding Preference: A snap back to “p”100% 8% 11% 10% Ebook90% 26% 24%80% 28%70%60% No Preference50%40% 66% 66% 61%30% Print20%10% 0% Fall 11 Spring 12 Fall 12
  43. 43. What does the future hold?100% Dont know 17% 17% 16%90%80% 14% 18% 18% I will be reading both print and e-70% books equally60%50% I will mainly read print books40% 61% 54% 57%30%20% I will mainly be reading e-books10% 11% 10% 8% 0% Fall 11 Spring 12 Fall 12
  44. 44. Resistance to eBooks….. None of the above: I already read e-100% 10% books 14% 16%90% Other, please specify 33%80% 26% 31% Dont see a need70% 14% 17% 17% 8%60% 7% Too many restrictions on re-using or 8% swapping the content50% 53% Privacy concerns 46% 40%40%30% Cost of getting a device is too high20% 37% 37% 41% Prefer the experience of a printed10% book 0% Fall 11 Spring 12 Fall 12
  45. 45. InsertImage HereSection 4:The YA Crossover Market A closer look at consumers 18 to 29 reading YA Fiction 46
  46. 46. Demographic breakdown of Young Adult book purchases* 7% 4% 16% 11% Teen 13 - 17 18 - 29 35% 30 - 44 27% 45 - 54 55 - 64 65 +*(Full Year 2012 Bowker Tracker) 47
  47. 47. (Spring 2012) Percent of YA Genre Bought for Self vs Others 100% 3% 6% 15% 90% 22% 23% 80% 48% 70% 76% 60% 50% 97% 94% For other/gift 87% 40% 80% 78% For self 30% 67% 20% 27% 10% 0% Base Teens 13-17 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years Years*(Full Year 2011 Bowker Tracker)
  48. 48. (Spring 2012) Do you read E-Books? 41% Yes59% No
  49. 49. (Spring 2012)Does having a book in e-book formmake you more likely to read a "guiltypleasure" book, such as a teen fantasybook? 31% 42% Yes, very much so Somewhat 28% No
  50. 50. (Spring 2012)If one of your favorite titles was not available in E-Book…• This demographic is a committed reader-base. 8% I would buy a print version instead 15% I would not buy the book at all 77% Other, please specify
  51. 51. THANKS! Market ResearchKristen McLean James HowittProject Editor Global Director of ClientFounder & CEO SolutionsBookigee, Inc. Bowker Market Researchwww.bookigee.com www.bookconsumer.comwww.kristenmclean.org #Bowker@BKGKristen

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