1. eBooks Go Global:
A look at eBook growth around the world
June 2012

2. Perspective 1: Maturing Markets
US and UK eBook overview

3. November 19, 2007

4. March 12, 2010

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. 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. 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. 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. 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. 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. 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. 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. 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. 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. Perspective 2: The Rest of the world
is not far behind… and catching up fast

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. EBOOK PENETRATION

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. 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. 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. 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. FUTURE GROWTH POTENTIAL

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. 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. 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. 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. Perspective 3: India & Brazil –
Market forces that will make them
‘e’ power houses very soon

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. Indian eBook buyer profile
• Male – 58%
• 25 – 34 years of age – 34%
• Lives in city
• College Grad
• Works full time

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. 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. 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. 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. Brazilian eBook buyer profile
• Female – 52%
• 25 – 34 years of age – 36%
• Lives in city
• College Grad
• Works full time

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. 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. 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. 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. 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. 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. 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. 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. 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. 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