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Kids Books Online and Off: Changing Buying Behaviors in the Digital Age (Nielsen - Jo Henry - Jonathan Nowell)

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Nielsen regularly tracks the children’s book consumer market through its BookScan data and on-going consumer surveys. In this presentation, they’ll look at trends in book buying behaviors among parents and kids – and help publishers understand what that means for the future of both print and digital children’s book sales.

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Kids Books Online and Off: Changing Buying Behaviors in the Digital Age (Nielsen - Jo Henry - Jonathan Nowell)

  1. 1. KIDS BOOKS ONLINE AND OFF: CHANGING BEHAVIOR IN THE DIGITAL WORLD Jonathan Nowell and Jo Henry Nielsen Book January 13th 2014
  2. 2. AGENDA • DATA SOURCES • TRENDS IN PRINT AND EBOOKS • TRENDS IN HOW AND WHERE PURCHASED • TRENDS IN PRICING • TRENDS IN DISCOVERY • TRENDS N ACTIVITIES
  3. 3. Copyright ©2013 The Nielsen Company. Confidential and proprietary. DATA SOURCES • Nielsen’s BookScan • EPOS sales data supplied by retailers in 10 countries worldwide • Nielsen’s Books & Consumers US survey • 6,000 book buyers per month, selected from a nationally representative sample by age, gender, location • Online questionnaire of ~75 questions • Representing approximately 180,000 book purchases per year • Nielsen’s Understanding the Children’s Book Consumer in the Digital Age • Deep-dive survey, Waves 2-6 fielded Fall 2011-Fall 2013 • Sample 3000 per wave : 1000 parents of 0-6 year olds; 1000 of 7-12, 1000 teens 13-17 • Online questionnaire around purchase influences, discovery etc. 3
  4. 4. Section 1 TRENDS IN CHILDREN’S BOOKS: PRINT AND EBOOKS 4 Copyright ©2013 The Nielsen Company. Confidential and proprietary.
  5. 5. US PRINT BOOK MARKET: LONG TERM TRENDS Millions Source: Nielsen BookScan 2004-2013 900 800 700 600 500 400 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 300 200 100 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 5
  6. 6. US LONG TERM TRENDS ADULT FICTION Millions Source: Nielsen BookScan 2004-2013 250 200 150 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 100 50 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 6
  7. 7. US LONG TERM TRENDS ADULT NON FICTION Millions Source: Nielsen BookScan 2004-2013 350 300 250 200 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 150 100 50 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 7
  8. 8. US LONG TERM TRENDS JUVENILE BOOKS Millions Source: Nielsen BookScan 2004-2013 250 200 150 Copyright ©2012 The Nielsen Company. Confidential and proprietary. 100 50 0 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 8
  9. 9. Copyright ©2013 The Nielsen Company. Confidential and proprietary. US PRINT BOOK MARKET: CATEGORY SHARE (DOLLARS) Source: Nielsen BookScan 2011-2013 100% 90% 30 80% 32 34 70% Children's Books 60% 50% 44 Adult Non-Fiction 42 40% 43 Adult Fiction 30% 20% 10% 27 26 23 2011 2012 2013 0% 9
  10. 10. Copyright ©2013 The Nielsen Company. Confidential and proprietary. ALL FORMATS MARKET SHARE BY CATEGORY (UNITS) Source: Nielsen Books & Consumers US, 2009-2013 45% 40% 39% 35% 31% 41% 40% 36% 30% 40% Adult Fiction 31% 31% 30% 31% 25% 23% 20% Adult Non-Fiction 21% 19% 20% 17% 15% All Children's 10% 5% 0% 2009 (JanSept) 2010 (Jan Sept) 2011 (Jan-Sept) 2012 (Jan Sept) 2013 (Jan Sept) 10
  11. 11. Copyright ©2013 The Nielsen Company. Confidential and proprietary. EBOOK MARKET SHARE: ALL BOOK PURCHASES (UNITS) Source: Nielsen Books & Consumers US, 2009-2013 25% 21% 20% 22% 15% All ebooks 13% 10% 5% 2% 3% 0% 2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep) 11
  12. 12. Copyright ©2013 The Nielsen Company. Confidential and proprietary. EBOOK MARKET SHARE BY CATEGORY (UNITS) Source: Nielsen Books & Consumers US, 2009-2013 35% 32% 30% 30% Adult fiction 25% 20% 19% 16% 15% 15% 10% 17% 15% 10% 6% 5% 0% Adult non-fiction 2% 1% All juvenile 7% 2% 2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep) 12
  13. 13. Copyright ©2013 The Nielsen Company. Confidential and proprietary. EBOOK MARKET SHARE OF KEY KIDS GENRES (UNITS) Source: Nielsen Books & Consumers US, 2009-2013 30% YA 25% All juvenile 20% Series/Chapter (for independent readers) Children's non-fiction 15% Mid Level Reader 10% Picture/Story books 5% Beginner/Early Readers 0% 2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep) 13
  14. 14. Copyright ©2013 The Nielsen Company. Confidential and proprietary. % OF BOOKS PURCHASED IN EBOOK FORMAT, BY AGE Source: Nielsen’s Books & Consumers US, 2009-2013 25% 20% 55-64 30-44 15% 18 -29 45-54 10% 65+ 5% Teens 0% 2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep) 14
  15. 15. Copyright ©2013 The Nielsen Company. Confidential and proprietary. YA BOOKS BEING BOUGHT FOR SELF, BY AGE Source: Nielsen’s Books & Consumers US, 2013 6% 3% 22% 10% Teens 13-17 Years 18-29 Years 30-44 Years 45-54 Years 55-64 Years 25% 65+ Years 35% 15
  16. 16. Section 2 TRENDS IN CHILDREN’S BOOKS: HOW AND WHERE PURCHASED 16 Copyright ©2013 The Nielsen Company. Confidential and proprietary.
  17. 17. Copyright ©2013 The Nielsen Company. Confidential and proprietary. TRENDS IN HOW BOOKS ARE PURCHASED (UNITS) Source: Nielsen’s Books & Consumers US, 2009-2013 100% 5% Adult fiction 3% 5% 3% 25% 31% 6% 13% 80% 6% 13% 13% 80% 38% 17% 11% 19% 10% 1% 22% 9% 2% 26% 12% 4% Other 23% 37% 40% 70% 63% 60% App/direct on device 40% 39% 60% 20% Juvenile fiction, ex YA 100% Online 70% 56% 43% 44% 70% 68% 63% 62% 20% In Store (in person) 0% 0% 2009 2010 2011 2012 2013 (Jan-Sept) (Jan-Sept) (Jan-Sept) (Jan-Sept) (Jan-Sept) 2009 2010 2011 2012 2013 (Jan-Sept) (Jan-Sept) (Jan-Sept) (Jan-Sept) (Jan-Sept) 17
  18. 18. Copyright ©2013 The Nielsen Company. Confidential and proprietary. SHIFTS IN WHERE BUYING CHILDREN’S BOOKS, (EXCLUDING YA): UNITS Source: Nielsen Books & Consumer US, 2009-2013 35% E-tailers 30% Large chain bookstores 25% Mass Merch (eg Walmart, Warehouse Clubs/supermarkets) All other 20% 15% 10% Book clubs/fairs 5% Independent bookstores 0% 2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep) 18
  19. 19. Copyright ©2013 The Nielsen Company. Confidential and proprietary. CHILDREN’S BOOK BUYER PROFILE BY CHANNEL Source: Nielsen Books & Consumer US, 2011-2013 College/post grad degree Have children in the household Watch TV episode/show downloaded to computer Bought online Read books digitally No smartphone/ereader/tablet/MP3 owned Bought in-store Use Twitter Look for local deals on sites such as Groupon or Living Social Use LinkedIn 0 10 20 30 40 50 60 70 19
  20. 20. Section 4 TRENDS IN CHILDREN’S BOOKS: PRICING 20 Copyright ©2013 The Nielsen Company. Confidential and proprietary.
  21. 21. Copyright ©2013 The Nielsen Company. Confidential and proprietary. PRICES PAID FOR CHILDREN’S/YA BOOKS BY FORMAT Source: Nielsen Books & Consumers US, 2011-2013 Jan-Sep 2011 Jan-Sep 2012 Jan-Sep 2013 $18.00 $15.53 $15.45 $14.90 $16.00 $14.00 $12.21 $12.00 $11.14 $10.67 $10.50 $10.00 $8.00 $10.12 $9.87 $9.35 $7.58 $7.97 $7.92$8.18 $7.27 $7.55 $6.29$6.24 $6.00 $4.00 $2.00 $0.00 Children's Children's Children's ebook hardback (ex YA) paperback (ex (ex YA) YA) YA hardback YA paperback YA ebook 21
  22. 22. Copyright ©2013 The Nielsen Company. Confidential and proprietary. TRENDS IN PRICES PAID FOR CHILDREN’S EBOOKS Source: Nielsen Books & Consumers US, 2011-2013 YA Childrens (no YA) $10.00 $8.00 $8.18 $7.92 $7.27 $6.29 $6.24 2011 (Jan-Sep) 2012 (Jan-Sep) $7.55 $6.00 $4.00 $2.00 $2013 (Jan-Sep) 22
  23. 23. Section 5 TRENDS IN CHILDREN’S BOOKS: DISCOVERY 23 Copyright ©2013 The Nielsen Company. Confidential and proprietary.
  24. 24. Copyright ©2013 The Nielsen Company. Confidential and proprietary. MOST IMPORTANT FACTORS IN CHILDREN’S BOOK DISCOVERY BY AGE Source: Source: Nielsen’s Children’s Deep-Dive US, Fall 2013 Directly from the child Bookstore - browsing the shelf School Book Fairs Friend/family School book clubs & flyers Teacher Child 7-12 On-line book websites (Amazon.com, etc.) Child 0-6 I make my own decision with no other input Public Librarian School Librarian Bookstore - asking the sales clerk 0% 5% 10% 15% 20% 25% 30% 35% 40% 24
  25. 25. Copyright ©2013 The Nielsen Company. Confidential and proprietary. TRENDS IN DISCOVERY OF BOOKS: 0 TO 6 Source: Nielsen’s Children’s Deep Dive, US 2011-2013 Fall 11 Spring 12 Fall 12 Spring 13 Fall 13 45% 40% 35% 30% 25% 20% 15% 10% 5% 0% Own Decision/Child Friend/Family Bookstore online research 25
  26. 26. Copyright ©2013 The Nielsen Company. Confidential and proprietary. TRENDS IN DISCOVERY OF BOOKS: 7 TO 12 Source: Nielsen’s Children’s Deep Dive, US 2011-2013 Fall 12 50% Spring 13 Fall 13 47% 45% 38% 40% 35% 32% 30% 31% 30% 27% 27% 25% 20% 19% 20% 20% 19% 14% 15% 10% 5% 0% Own Decision/Child Friend/Family Bookstore online research 26
  27. 27. Section 5 TRENDS IN CHILDREN’S BOOKS: ACTIVITIES 27 Copyright ©2013 The Nielsen Company. Confidential and proprietary.
  28. 28. Copyright ©2013 The Nielsen Company. Confidential and proprietary. TREND IN ACTIVITIES DONE REGULARLY BY 0-12 Source: Nielsen’s Children’s Deep-Dive US, 2011-2013 50% 46% 45% 40% 40% 35% 30% 29% 30% 28% 26% 25% 18% 20% 15% 14% 18% 16% 14% 13% 10% 5% 0% Read ebooks on eReader Read ebooks on tablet Play games on tablet Watch streaming video Fall 11 Fall 12 Fall 13 28
  29. 29. Copyright ©2013 The Nielsen Company. Confidential and proprietary. TREND IN TEENS THAT DON’T READ FOR FUN Source: Nielsen’s Children’s Deep-Dive US, 2011-2013 Don't read for fun 45% 41% 40% 35% 30% 30% 25% 21% 20% 22% 19% 15% 10% 5% 0% Fall 11 Spring 12 Fall 12 Spring 13 Fall 13 29
  30. 30. Copyright ©2013 The Nielsen Company. Confidential and proprietary. WHAT FORMAT DO TEENS PREFER? Source: Nielsen’s Children’s Deep Dive US, Fall 2013 6% 17% 15% Strongly prefer print Generally prefer print No preference Generally prefer ebook 28% 33% Strongly prefer ebook Base: All teen ebook readers 30
  31. 31. Copyright ©2013 The Nielsen Company. Confidential and proprietary. HOW HAS TEEN FORMAT PREFERENCE CHANGED? Source: Nielsen’s Children’s Deep-Dive US, 2011-2013 100% 90% Don't know 80% 70% Strongly prefer ebook 60% Generally prefer ebook 50% No preference 40% 30% Generally prefer print 20% Strongly prefer print 10% 0% Fall 2011 Spring 2012 Base: All teen ebook readers Fall 2012 Spring 13 Fall 13 31
  32. 32. CHILDREN’S BOOK MARKET - CONCLUSIONS • Children’s print book market resilient • Lagging – except YA – in ebook format • Though YA purchases not usually for teens • Move to online and now in-device purchasing • Etailers and chains holding steady in 2013 Copyright ©2012 The Nielsen Company. Confidential and proprietary. • With both increasingly important in book discovery • Games and videos battle it out with digital reading • Teens being turned off reading? • Though digital increasingly important for them 32
  33. 33. Jonathan.Nowell@nielsen.com Jo.Henry@nielsen.com

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