Moving to Mobile: Developing a Mobile Strategy for Children’s Publishing (Kristen McLean, Bookigee)

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Publishers are following their customers into mobile as handheld devices take over, developing new strategies to extend print and digital products into the mobile space. This panel will review the latest data about mobile usage among kids and will discuss the impact of mobile on how children’s book consumers find, buy, and interact with books and book-related content.

Education Business Entertainment & Humor

+

Launch Kids
Digital Book World 2014
January 13th, 2014

Moving to Mobile:
Developing a Mobile
Strategy for Children’s
Publishing

Kristen McLean - Founder & CEO, Bookigee
@BKGKristen

Deborah Forte - President, Scholastic Media
@Scholastic

+ Peter Kay - Founder, Infinite Fermata
@pkay225

Rick Richter - Founder, Ruckus Media
@RickatRuckus

+ Share of Time Spent per Day with Major
Media by US Adults 2010-2013*
% of daily total
2010

2011

2012

2013

29.60%

33.80%

38.50%

43.60%

--Mobile (non-voice)

3.60%

7.10%

13.40%

19.40%

--Online (computer)

22.00%

22.60%

20.70%

19.20%

--Other

3.90%

4.10%

4.40%

5.00%

PRINT

7.70%

6.50%

5.40%

4.50%

TV

40.90%

40.40%

39.20%

37.40%

RADIO

14.90%

13.90%

13%

11.90%

OTHER

7.00%

5.50%

4.10%

2.80%

TOTAL (hrs:min)

10:46

11:18

11:49

12:05

DIGITAL

*Stats compiled by www.emarketer.com - updated July 2013

Children’s digital activities accelerating
Source:
Nielsen’s
Children’s
Deep-‐Dive
US,
2011-‐2013

70%
60%

63%
60%
60%

50%

46%
40%

40%
30%

29%

30%

18%
14%

20%

28%

16%
13%

14%

26%
18%

10%
0%

Read Books for
fun

Read ebooks on
eReader

Fall 11

Read ebooks on
tablet

Fall 12

Play games on
tablet

Watch streaming
video

Fall 13

Subset:
What
ac@vi@es
do
your
children
to
fairly
or
very
oCen
(children
0-‐12)?

+

Who in the HH is a regular user of iPad
Source: Nielsen’s Children’s Deep-Dive US, 2011-2013

100%

n 

.

90%
Parents

80%
70%

Kids 0 -6

60%
50%

Kids 7-12

40%
30%

Teens

20%
10%
0%
Fall 11 Spring 12 Fall 12 Spring 13 Fall 13

+

70% of teens (aged 13-17)
now own smartphones.

*

* Nielsen PR: Ring the bells: more smartphones in students’ hands ahead of back-to-school season, 10/29/2013

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