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Ibpa university 2012 angela bole & kelly gallagher

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Ibpa university 2012 angela bole & kelly gallagher

  1. 1. Consumer AttitudesToward E-Book Reading
  2. 2. © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  3. 3. Rewind % book buyers who purchased an e-book (US)14%12% 13%10% 8% 6% 4% 2% 3% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  4. 4. © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  5. 5. % book buyers who purchased an e-book (US)14%12% 13%10% 8% 6% 4% 2% 3% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  6. 6. % book buyers who purchased an e-book (US)18%16% 17%14%12%10% 8% 9% 6% 4% 2% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  7. 7. Really?© 2012, the Book Industry Study Group, Inc, R.R. Bowker
  8. 8. Yes, really. but… © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  9. 9. Fiction is Stranger than Truth 22.9% 20.9% Fiction 14.0% Romance Fiction Mystery 13.7% 13.1% Graphic Novels 8.5% Biographies Cooking 3.1%Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 22009 2009 2009 2009 2010 2010 2010 2010 2011 2011 © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  10. 10. Q3 2011Genre Share and E-Book % Adult Fiction 26% Juvenile 11%Adult Non Fiction 15% Religion 12% Young Adult 17% 11% Science Fiction 29%Christian Fiction 40% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  11. 11. “e” Questions to Answer in 2012• What is the continued growth capacity of Fiction?• When will the other genres get moving?• What roles does technology really play in adoption? © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  12. 12. Power Buyer = someonewho purchases 4 or morebooks a month. Consolidated group of your best customers who share one common trait – regardless of ‘p’ or ‘e’ © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  13. 13. A Book Buyer by any Name… (or Format) Heavy Book Buyers Heavy Ebook Buyers70%60%50%40%30%20%10%0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  14. 14. Conversion rate of heavy book buyers to “e” slowed in 2011 Q: When did you buy your first eBook? A: Within last 6 months20%18% 18%16%14% 15%12% 12%10% 8% 8% 6% 4% 2% 0% Jan_11 May_11 Aug_11 Nov_11 © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  15. 15. Do not own a deviceWhy? Have purchased an ebook Do own a device Have never purchased an ebook © 2012, the Book Industry Study Group, Inc, R.R. Bowker © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  16. 16. What keeps you from buying e-books? © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  17. 17. Value of Power BuyersPrint ‘e’ 35% of 22% of Buyers Buyers 60% of eBooks 53% of Books Purchased Purchased 50% of $$$ 48% of $$$ Purchased Purchased © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  18. 18. Power Buyers Demonstrate Loyalty60.0% 45% 44% 43% 41%40.0% 32% 27% 24% 22% 20%20.0% 15% 0.0% Within the last MONTH 2 to 6 MONTHS ago 7 to 12 MONTHS ago 1 to 2 YEARS ago 2 or more YEARS ago only e-books mostly e-books both p & e more print © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  19. 19. “E” at the Expense of “P”100.0 90.0 80.0 70.0 42 56 62 60.0 69 66 other 50.0 e-book 40.0 paperback 30.0 16 hardcover 21 20.0 16 18 26 15 10.0 15 9 11 12 0.0 Within the last 2 to 6 MONTHS 7 to 12 MONTHS 1 to 2 YEARS ago 2 or more YEARS MONTH ago ago ago © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  20. 20. Scenario Planning© 2012, the Book Industry Study Group, Inc, R.R. Bowker
  21. 21. Fiction is Stranger than Truth 22.9% 20.9% Fiction 14.0% Romance Fiction Mystery 13.7% 13.1% Graphic Novels 8.5% Biographies Cooking 3.1%Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 22009 2009 2009 2009 2010 2010 2010 2010 2011 2011 © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  22. 22. Scenario Planning© 2012, the Book Industry Study Group, Inc, R.R. Bowker
  23. 23. % book buyers who purchased an e-book (US)18%16% 17%14%12%10% 8% 9% 6% 4% 2% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  24. 24. Scenario Planning© 2012, the Book Industry Study Group, Inc, R.R. Bowker
  25. 25. Power Buyers Demonstrate Loyalty60.0% 45% 44% 43% 41%40.0% 32% 27% 24% 22% 20%20.0% 15% 0.0% Within the last MONTH 2 to 6 MONTHS ago 7 to 12 MONTHS ago 1 to 2 YEARS ago 2 or more YEARS ago only e-books mostly e-books both p & e more print © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  26. 26. “E” at the Expense of “P”100.0 90.0 80.0 70.0 42 56 62 60.0 69 66 other 50.0 e-book 40.0 paperback 30.0 16 hardcover 21 20.0 16 18 26 15 10.0 15 9 11 12 0.0 Within the last 2 to 6 MONTHS 7 to 12 MONTHS 1 to 2 YEARS ago 2 or more YEARS MONTH ago ago ago © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  27. 27. Saturated?According to a Verso Digital study ofconsumer book buying habits, thenumber of consumers resistant topurchasing an e-reading device hasincreased from 40% in December 2009,to 52% in December 2011. © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  28. 28. ?© 2012, the Book Industry Study Group, Inc, R.R. Bowker
  29. 29. Multi-function Mayhem? © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  30. 30. © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  31. 31. © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  32. 32. What about children and youth?Are they pathways to exponential growth? © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  33. 33. Kids 7 – 12 Important Facts: They have a video game system 68% They share a computer with the rest of… 61% They surf the web 44% They have their own computer 27% They own their own cell phone 25% They use my/our mobile device that we… 20% They have an iTouch 12% They download apps to a mobile… 11% They use an iPad 10%They own their own reading device like a… 7% They have an iPhone 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  34. 34. Teens Triple Rate of E-book Reading100% 6%90% 19%80%70%60%50% 94% Yes40% 81% No30%20%10% 0% 2010 2011 © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  35. 35. Apple is the Format of Choice iTouch 28% 17% 56% iPhone 17% 32% 51% iPad 13% 37% 50% Netbook 12% 17% 71%Kindle (original or DX) 6% 15% 79% Kindle Touch 4% 18% 78% Other e-book reader 4% 12% 84% Nook 4% 13% 84% Nook Color 3% 15% 82% Kindle Fire 2% 19% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Currently own or have Considering a purchase/acquisition No interest in purchasing © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  36. 36. Bold Predictions for 2012? 25% 30% 40% What’s ultimately best for the industry? © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  37. 37. Global E-book Monitor: A Preview © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  38. 38. Global E-book Monitor: A Preview © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  39. 39. Global E-book Monitor: A Preview © 2012, the Book Industry Study Group, Inc, R.R. Bowker
  40. 40. Thanks for Listening!© 2012, the Book Industry Study Group, Inc, R.R. Bowker

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