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Understanding the Children’s
                           Book Consumer in the Digital Age

                         Bologna...
WHO ARE WE… ?

                                Market
                                Research



Kristen McLean          ...
Books & Consumers methodology
• Tracking consumer book & ebook purchasing:


• Monthly online interviews with book buyers
...
Books & Consumers coverage

           Book consumer                      Books purchase              Book spend


       ...
Understanding the Children’s
                             Book Consumer in the Digital Age
A landscape view of today’s chi...
Who is the Children’s book buyer in the USA?
 80%                     74%


 70%


 60%


 50%


 40%
                    ...
How does the Children’s consumer compare?
100%




 80%                                                                   ...
How does the Children’s consumer compare?
100%                                                                            ...
How affluent is the Children’s consumer?
30%



                                                          23%
25%




20%
...
Where are Children’s books purchased?
                          25%
25%

                                      20%

20%
  ...
In what format are Children’s books being purchased?

                             1%                                     ...
Insert
Image
  Here
           Understanding the Digital Revolution
    35%



    30%                                    ...
Insert
Image
  Here
            Understanding the Device Trends
60%




50%




40%


                                    ...
Insert
Image
  Here
           Awareness
                                                                   All Children's...
Insert
Image
  Here
           Reason for Purchase
                                                                   All ...
Insert
Image
  Here
          Planned Vs. Impulse

            100%                                                       ...
Understanding the Children’s Book Consumer in the Digital Age:

A focused look at activities, purchasing influences, and b...
EXECUTIVE SUMMARY
 BASELINE FINDINGS FROM FIRST THREE FIELDINGS

  • Children’s market very stable
  • Changes are increm...
EXECUTIVE SUMMARY
 KEY FINDINGS WAVE FOUR (NOV 2012)

• Marked decline in bookstore and library influence
• “Friends & fa...
Insert
  Image
    Here




  Section 1:
Acquisition & Discovery 0-12


                   19
Nature of Book Acquisition:
                               Where specifically do they get the books they read for fun? (F...
Nature of Book Acquisition:
                                  Highest ranking influencers for children (Fall 2012)



   ...
How have purchase habits changed?
          Compared to three years ago, which of the following is true…
          (Fall...
Sources of Book Recommendation:
                                 Where do you get book recommendations for a child? (Fall...
Changes in recommended sources
35%                                                          35%

                         ...
Key Takeaways - Acquisition:
• Friends and family influence increasing, especially in 0-6;
  highly local pattern of influ...
Insert
Image
  Here




Section 2:
Kids & e-books



                 26
Do you (the parent) currently read eBooks?
100%


90%


80%


                                     57%
70%                ...
The Child’s Environment:
  E-Books – how do parents prefer children read?
100%


90%      22%                      25%   ...
Why do parents prefer print?

                                                                              60%
          ...
Why do parents prefer eBooks?
                                                               43%
 Easier to carry around m...
Key Takeaways – eBooks 0-12:

• Parental eBook adoption continues to rise

• Attitudes toward kids’ e-reading ambivalent

...
Insert
 Image
   Here




 Section 3:
The Young Adult
Market

                  34
Are books as important to them?
                      (Spring vs. Fall 2012)

100%
               15%                    ...
Nature of Book Acquisition:
     Where specifically do teens get the books they read for fun?
     (Fall 2012)

          ...
Device Census (Regular Use):
                              A reduction in home computers is offset by increased laptop use...
Teen Technology Install-base
                               By Gender (Fall 2012)


                                Which...
Media Behavior: Girls -vs- Boys
                                                                                  How ofte...
Key Takeaways – Teens:

• Books still holding their own against other media for
  perceived value

• Girls are outpacing b...
Trends in eBook reading among teens flat:
                   94%
100%
                                           78%
90%  ...
Do you currently read eBooks?
         (Fall 2012)


100%


 80%

           71%                           No
 60%        ...
Binding Preference: A snap back to “p”
100%           8%         11%        10%
                                          ...
What does the future hold?

100%                                    Don't know
          17%         17%        16%
90%

8...
Resistance to eBooks…..
                                        None of the above: I already read e-
100%      10%        ...
Insert
Image
  Here




Section 4:
The YA Crossover Market
  A closer look at consumers 18 to 29
  reading YA Fiction

   ...
Demographic breakdown of Young Adult book
  purchases*


                           7%      4%   16%
                    1...
(Spring 2012)
     Percent of YA Genre Bought for Self vs Others

   100%              3%            6%
          15%
    ...
(Spring 2012)

  Do you read E-Books?



                         41%
                                  Yes


59%


      ...
(Spring 2012)
Does having a book in e-book form
make you more likely to read a "guilty
pleasure" book, such as a teen fant...
(Spring 2012)

If one of your favorite titles was not available in E-Book…
• This demographic is a committed reader-base.
...
THANKS!
                                Market
                                Research



Kristen McLean          James H...
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 Slide 1 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 2 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 3 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 4 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 5 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 6 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 7 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 8 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 9 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 10 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 11 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 12 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 13 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 14 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 15 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 16 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 17 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 18 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 19 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 20 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 21 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 22 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 23 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 24 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 25 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 26 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 27 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 28 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 29 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 30 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 31 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 32 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 33 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 34 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 35 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 36 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 37 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 38 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 39 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 40 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 41 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 42 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 43 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 44 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 45 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 46 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 47 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 48 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 49 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 50 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 51 Understanding the Children's Book Consumer in the Digital Age - TOC Bologna 2013 Slide 52
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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 2013 This 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 Research Kristen McLean James Howitt Project Editor Global Director of Client Founder & CEO Solutions Bookigee, Inc. Bowker Market Research www.bookigee.com www.bookconsumer.com www.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, YTD Newspapers, 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 Age A 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 Children's 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 Children's 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 Years 80% 12% 21% 25% 23% 13% 45-54 Years 60% 16% 12% 34% 16% 31% 30-44 Years 40% 24% 21% 32% 20% 18-29 Years 20% 19% 18% 16% 14% 14% 8% Teens 13-17 Years 4% 3% 1% 0% All New Books Adult Fiction Children's 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 Children's 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 Bindings 100% 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 Children's Picture/Story Young Adult Books 10
  12. 12. Insert Image Here Understanding the Digital Revolution 35% 30% 30% 29% 28% % of All Books that are eBooks 28% 28% 27% 26% 25% % of Children's 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. Insert Image Here Understanding the Device Trends 60% 50% 40% Kindle/Amazon Kindle 30% Kindle Fire iPad 20% 17% NookColor by Barnes and Noble 13% Nook by Barnes and Noble 10% 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. Insert Image Here Awareness All Children's 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 retailer's 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 retailer's website) 7 10 6 10 13
  15. 15. Insert Image Here Reason for Purchase All Children's 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. Insert Image 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 Children's 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 print TOC 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 Sam's 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 sources 35% 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. Insert Image Here Section 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% Yes 30% 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 format 40% 30% 20% In print 10% 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% They'll read more 46% 46% They've 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 it's fun and cool 44% 37% They're 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 Adult Market 34
  34. 34. Are books as important to them? (Spring vs. Fall 2012) 100% 15% 17% 90% 22% 20% 22% 27% A more important role 80% 70% 43% 60% 46% 44% 47% 48% 50% 45% An equally important role 40% 30% 20% 42% 34% 37% 33% 29% 28% A less important role 10% 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 Sam's 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% Ebook 90% 26% 24% 80% 28% 70% 60% No Preference 50% 40% 66% 66% 61% 30% Print 20% 10% 0% Fall 11 Spring 12 Fall 12
  43. 43. What does the future hold? 100% Don't know 17% 17% 16% 90% 80% 14% 18% 18% I will be reading both print and e- 70% books equally 60% 50% I will mainly read print books 40% 61% 54% 57% 30% 20% I will mainly be reading e-books 10% 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% Don't see a need 70% 14% 17% 17% 8% 60% 7% Too many restrictions on re-using or 8% swapping the content 50% 53% Privacy concerns 46% 40% 40% 30% Cost of getting a device is too high 20% 37% 37% 41% Prefer the experience of a printed 10% book 0% Fall 11 Spring 12 Fall 12
  45. 45. Insert Image Here Section 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% Yes 59% No
  49. 49. (Spring 2012) Does having a book in e-book form make you more likely to read a "guilty pleasure" book, such as a teen fantasy book? 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 Research Kristen McLean James Howitt Project Editor Global Director of Client Founder & CEO Solutions Bookigee, Inc. Bowker Market Research www.bookigee.com www.bookconsumer.com www.kristenmclean.org #Bowker @BKGKristen
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