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Kelly Gallagher -- eBooks Go Global

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eBooks Go Global:
A look at eBook growth around the world




            June 2012

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Perspective 1: Maturing Markets
US and UK eBook overview

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November 19, 2007

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Kelly Gallagher -- eBooks Go Global

For more information or to purchase the full report, contact: jessica [dot] vieira [at] bowker [dot] com

Bowker Market Research is building a Global eBook Monitor (GEM) to compare and analyze ebook purchasing and growth in countries around the world, including the US, UK, Australia, India, Brazil, Japan, South Korea, Germany, France, and Spain. Kelly Gallagher the VP for Research at Bowker, will report on the initial findings of the service, which is being instituted in partnership with Pearson, Tata Consultancy Services, BISG, and AT Kearney. At Publishers Launch BEA, Gallagher will report new data at "country level" from GEM's information-gathering.

For more information or to purchase the full report, contact: jessica [dot] vieira [at] bowker [dot] com

Bowker Market Research is building a Global eBook Monitor (GEM) to compare and analyze ebook purchasing and growth in countries around the world, including the US, UK, Australia, India, Brazil, Japan, South Korea, Germany, France, and Spain. Kelly Gallagher the VP for Research at Bowker, will report on the initial findings of the service, which is being instituted in partnership with Pearson, Tata Consultancy Services, BISG, and AT Kearney. At Publishers Launch BEA, Gallagher will report new data at "country level" from GEM's information-gathering.

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Kelly Gallagher -- eBooks Go Global

  1. 1. eBooks Go Global: A look at eBook growth around the world June 2012
  2. 2. Perspective 1: Maturing Markets US and UK eBook overview
  3. 3. November 19, 2007
  4. 4. March 12, 2010
  5. 5. Dedicated eReaders are the device of choice in the US Preferred eBook reading device Dedicated e-reader PC (desktop, laptop, netbook) iPad/Android Tablet Smartphone 80 70 60 50 40 30 20 10 0 Sep-10 Jan-11 May-11 Aug 2011 Dec-11 Feb-12 Source: Source: BISG Consumer Attitudes Study
  6. 6. And have now surpassed PCs as device used most often in UK Preferred eBook reading device Dedicated e-reader PC (desktop, laptop, netbook) iPad/other tablet Smartphone 60 50 40 30 20 10 0 Aug 2010 Feb 2011 Nov 2011 Mar 2012 Source: Bowker Understanding the Digital Consumer
  7. 7. From April ‘10 to March ‘11 eBook buyers grew 11% in the US UK saw minimal growth % of book buyers who purchased an eBook 16% 15% 14% 12% 10% 8% 6% 4% 3% 4% 2% 1% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker US Market UK Market Source: Bowker Books & Consumers
  8. 8. From April ‘11 to April ’12 growth in US was 10% UK grew 7% in December ‘11 % of book buyers who purchased an eBook 30% 24% 25% 20% 15% 14% 12% 10% 5% 4% 5% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker US Market UK Market Source: Bowker Books & Consumers
  9. 9. Genre share of eBook market in US (vol) 30% Total Market 25% Mystery 20% Romance 15% Biography Cooking 10% Young Adult 5% Children's Picture Book 0% Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: Bowker Books & Consumers
  10. 10. Genre share of eBook market in UK (vol) 25 Romance 20 Crime/mystery YA 15 Biography % 10 Total Cooking 5 Children's picture books © 2012, the Book Industry Study Group, Inc, R.R. Bowker 0 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: Bowker Books & Consumers
  11. 11. eBook volume share by age of buyer (USA) 25% 20% 18-29 Years 30-44 Years 15% 45-54 Years 10% Total 55+ 5% 13-17 Years 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: Bowker Books & Consumers
  12. 12. eBook volume share by age of buyer (UK) 8 7 18-29 6 55-79 5 Total % 4 30-44 3 45-54 2 13-17 1 © 2012, the Book Industry Study Group, Inc, R.R. Bowker 0 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: Bowker Books & Consumers
  13. 13. Understanding the value of Power Buyers Print ‘e’ 22% of 35% of buyers buyers 53% of books 60% of eBooks purchased purchased 50% of $$$ 48% of $$$ spent spent Source: Bowker Books & Consumers, Q4 2011 Definition of heavy buyers = purchase 4 or more of that format
  14. 14. Understanding the value of Power Buyers Print ‘e’ 19% of 13% of buyers buyers 51% of books 46% of eBooks purchased purchased 47% of £££ 38% of £££ spent spent Source: Bowker Books & Consumers
  15. 15. Perspective 2: The Rest of the world is not far behind… and catching up fast
  16. 16. GeM Details & Methodology • 10 country study: Australia, Brazil, France, Germany, India, Japan, South Korea, Spain UK and USA • Conducted online • Country sample* of >1000 persons 18+, designed and weighted to be representative of the adult population in terms of age, sex and region • So effectively only represents the populations with Internet access in each country • Fielded in early 2012 * India this was confined to the main cities
  17. 17. EBOOK PENETRATION
  18. 18. World-Wide eBook penetration Est. % of total pop Country  Total pop % with internet purchased eBook use m % % Australia 22 89.8 19 Brazil 203 37.4 7 France 65 69.5 3 Germany 82 79.9 10 India 1189 10.2 2 Japan 127 80.0 6 South Korea 49 82.7 12 Spain 47 62.2 8 UK 62 82.0 17 USA 313 78.3 16
  19. 19. World-Wide eBook penetration % of respondents purchasing eBook in past 6 months 24 21 21 20 18 14 13 13 8 5 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
  20. 20. Projected number of ebook buyers, Feb 2012 # who have bought an e-book in past 6 months (millions) 60 50 40 30 20 10 0 US India Brazil UK Germany Japan South Australia Spain France Korea
  21. 21. Free as a driver in emerging markets % of respondents downloading FREE eBook in past 6 months 53 47 42 32 33 30 25 23 11 11 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
  22. 22. FUTURE GROWTH POTENTIAL
  23. 23. Future digital behavior – buying of ebooks Very likely (4) Fairly likely (3) 29 31 23 17 16 14 21 14 29 12 23 9 18 17 16 15 10 9 6 4 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
  24. 24. Future digital behavior – downloading free ebooks Very likely (4) Fairly likely (3) 25 28 33 28 22 19 54 17 19 52 17 34 24 15 25 22 20 17 11 6 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
  25. 25. Future Digital Behaviors – No interest Country No interest past or future - % Japan 72% France 66% USA 59% Germany 56% UK 52% Australia 45% Spain 38% South Korea 26% Brazil 16% India 11%
  26. 26. Penetration Findings • Much of the world is on par now with US in access to and experience with eBooks • ‘Free’ in emerging markets still major source of access to eBooks • High-tech does not always equate to high eBook penetration – e.g. France and Japan • While only ~2% of Indian population has purchased an eBook – that number is > UK with 17% penetration
  27. 27. Perspective 3: India & Brazil – Market forces that will make them ‘e’ power houses very soon
  28. 28. Is ‘e’ is the perfect storm for publishing in emerging countries? • Growth of ‘middle class economy’- focused on education • English as the universal language – at least of business • Advancements in online payment process’ • No supply chain necessary • Affordable technology
  29. 29. Indian eBook buyer profile • Male – 58% • 25 – 34 years of age – 34% • Lives in city • College Grad • Works full time
  30. 30. 8 in 10 buyers have paid for professional/business or academic ebooks (with over 7 in 10 downloading for free) Book types downloaded (paid for or free) Paid Free 80 80 80 75 72 69 64 60 60 60 52 53 40 % 20 0 Adult fiction Adult NF Children's Prof/Bus Academic/text Base: Paid to download/downloaded for free
  31. 31. Reading on pcs/laptops predominates... Device used most for reading ebooks 0 20 40 % 60 80 Desktop PC or laptop 76 Tablet (other than iPad, Kindle Fire) 3 Smartphone either than iPhone 8 iPad 5 Other devices on which ebooks can be read 3 iPhone 2 Ereader 2 Kindle Fire (not Kindle ereader) 1 Base All downloaders
  32. 32. With direct from publisher most used source Main source of ebook purchase 0 10 % 20 30 Publishers’ websites 24 Independent bookshops websites 21 Direct seller and etailer websites 18 Amazon/Kindle store 16 Apple iBookstore/iTunes 11 From websites of chain booksellers 10 Other 1 Base All buyers
  33. 33. Likely ebook buyers by genre, India Age/sex of those very likely to buy a Age/sex of those very likely to buy an professional/business ebook in the next six academic/text ebook in the next 6 months months 60 60 40 40 20 20 0 0 Base: all current and likely ebook buyers (681)
  34. 34. Brazilian eBook buyer profile • Female – 52% • 25 – 34 years of age – 36% • Lives in city • College Grad • Works full time
  35. 35. Professional and academic bought by nearly three-quarters of ebook buyers Book types downloaded (paid for or free) Paid Free 80 74 74 74 71 62 61 60 57 53 47 % 40 37 20 0 Adult fiction Adult NF Children's Prof/Bus Academic/text Base: Paid to download/downloaded for free
  36. 36. Again, pcs/laptops important... Device used most for reading ebooks 0 20 40 % 60 80 Desktop PC or laptop 72 Tablet (other than iPad, Kindle Fire) 9 Smartphone either than iPhone 6 iPad 4 Other devices on which ebooks can be read 3 iPhone 2 Ereader 2 Kindle Fire (not Kindle ereader) 1 Base All downloaders
  37. 37. But no one dominant source Main source of ebook purchase 0 10 % 20 30 Publishers’ websites 21 Independent bookshops websites 21 From websites of chain booksellers 20 Direct seller and etailer websites 16 Amazon/Kindle store 9 Apple iBookstore/iTunes 9 Other 2 Base All buyers
  38. 38. Likely ebook buyers by genre, Brazil Age/sex of those very likely to buy a Age/sex of those very likely to buy an professional/business ebook in the next academic/text ebook in the next 6 months six months 80 80 60 60 40 40 20 20 0 0 Base: all current and likely ebook buyers (608)
  39. 39. Closing thoughts… • Other countries are fast catching the US up in their per capita use and desire to read eBooks – but will they follow the same pattern? Or will new models emerge? • Amazon plays a central role in US and UK eBook distribution, but other world regions tend to be more fractured…for now • Education and business genres are important in emerging world countries versus leisure genres in traditional Anglo markets • As devices become more affordable and content more pervasive to emerging economies the potential for these countries to ‘leap frog’ the US in ‘e’ penetration could happen within the next couple years.
  40. 40. GeM reports available : All Country Comparison free report available now from Bowker Market Research +44 (0) 207 831 1782 / jo@bookmarketing.co.uk Individual country reports also available from Bowker Market Research at £499 / $795 each; contact jo@bookmarketing.co.uk
  41. 41. Australian eBook buyer profile • Male & female – 51%/49% • 18-34 years of age – 46% • Live in suburbs • Not college grad – 59% without a degree • Works full time
  42. 42. Adult fiction by far the most commonly bought genre...by 69% of all ebook buyers Book types downloaded (paid for or free) 80 Paid Free 69 60 55 50 50 39 39 40 % 40 % 35 31 26 20 0 Adult fiction Adult NF Children's Prof/Bus Academic/text Base: paid to download/downloaded for free
  43. 43. Although pcs/laptops still important, iPad also important... Device used most for reading ebooks 0 20 % 40 Desktop PC or laptop 40 iPad 18 iPhone 12 Smartphone either than iPhone 9 Kindle 8 Tablet (other than iPad, Kindle Fire) 4 Other ereader 3 Other devices on which ebooks can be read 2 Base All downloaders
  44. 44. Although Amazon dominate, Apple important supplier too Main source of ebook purchase % 0 20 40 Amazon/Kindle store 35 Apple iBookstore/iTunes 23 Direct seller and etailer websites 13 Publishers’ websites 10 Independent bookshops websites 8 From websites of chain booksellers 8 Other 4 Base All buyers

Editor's Notes

  • Thanks to Karina – Told her earlier that perhaps to the crowd to the end…One thing I understand very clearly… I am only thing that standsSaved the best for last end user – consumer – customer - reader
  • Is this where we are? Is the line curving up? Let’s go to the data.
  • The data shows a slightly different story. To be clear, there was growth. But as 2011 wore on, the curve flattened out.
  • Is this where we are? Is the line curving up? Let’s go to the data.
  • Is this where we are? Is the line curving up? Let’s go to the data.
  • Is this where we are? Is the line curving up? Let’s go to the data.
  • The e-book power buyer comprises a larger share of the overall e-book universe.
  • The e-book power buyer comprises a larger share of the overall e-book universe.
  • Let’s look first at ebook penetration within the different populations. You will see here that it varies from 10% in India to 90% in Australia – the highest among this sample. So that if you extrapolate from the % of the internet population who say they have purchased an ebook in the six months prior to interview back to the total population, this ranges from 19% of Australians to 2% of Indians.
  • Among online adults (18+), however, we can see that the greatest percentage of ebook buyers among the sample was in India, at 24% just ahead of Australia, the UK and the USA. Bringing up the rear are Japan and France. The Japanese figures might seem strange, as this is a market that has been very receptive to manga, often read on a mobile device. However, the answer to this probably lies in our definition of an ebook as: A complete book in digital format, read on either a dedicated ereader or a multifunction electronic device. 
  • We see free econtent is an important driver to engage potential buyers in the ebook market. As you’ll see here, over half the Indian respondents have downloaded a free ebook in the last six months, with the Brazilian and South Korean markets almost as active.
  • We asked about people’s intention to pay for digital content in the future. The numbers of people buying an ebook in Australia, UK and USA could grow by around 50%: from around 20% to around 30% doing so by the second half of the year. France looks set to overtake Japan in ebook adoption – but at still quite a low level (albeit with high growth rates). India and Brazil are the most involved countries, with the proportion buying an ebook in India set to double, and in Brazil to triple, over the next six months, to over 50% of the online population in both cases. 
  • And there’s a similar pattern for future free downloading too, with over three-quarters of those in Brazil and India saying they are likely to download an ebook for free in the next six months. 
  • So, what does this show? That there are quite a number of countries round the world who are up there with the US – traditionally seen as a leader in this market – on their experience of and desire for ebooks. But being a high tech country does not necessarily equate into being an ebook ready country – see France and Japan. And whilst only 2% of the India population has so far purchased an ebook, with their huge population the number of people who have done so are much greater than those in the UK, where penetration is so much higher. 

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