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2010 Survey of Book-Buying Behavior Presented at Digital Book World 2011 January 25, 2011 Guy LeCharles Gonzalez Director,...
2010 Survey of Book-Buying Behavior "While 27.3% of avid buyers said they prefer to shop in independents, the market ...
2010 Survey of Book-Buying Behavior “ Not everything that can be counted counts, and not everything that counts can be cou...
2010 Survey of Book-Buying Behavior <ul><li>Conducted December 2010 </li></ul><ul><ul><li>Follow-up to three previous wave...
2010 Survey of Book-Buying Behavior <ul><li>From which locations do you typically  purchase or borrow  print books? </li><...
2010 Survey of Book-Buying Behavior <ul><li>Average print books typically PURCHASED each year: 5.5 </li></ul><ul><ul><li>M...
2010 Survey of Book-Buying Behavior <ul><li>Already Own an E-Reader </li></ul><ul><ul><li>2009: 2.9% </li></ul></ul><ul><u...
2010 Survey of Book-Buying Behavior <ul><li>From which locations do you typically  purchase or borrow  e-books? </li></ul>...
2010 Survey of Book-Buying Behavior <ul><li>Average e-books typically PURCHASED each year: 1.7 </li></ul><ul><ul><li>Men: ...
2010 Survey of Book-Buying Behavior <ul><li>6.2% are avid (13+) e-book buyers </li></ul><ul><ul><li>4.0% are avid borrower...
2010 Survey of Book-Buying Behavior <ul><li>29.5% of e-reader owners purchase 13+ print books/year </li></ul><ul><ul><li>2...
2010 Survey of Book-Buying Behavior FOR MORE INFORMATION, PLEASE CONTACT: GUY LeCHARLES GONZALEZ [email_address] (and Borr...
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2010 Survey of Book-Buying (and Borrowing) Behavior

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Last year, Verso Digital presented the results of its survey on book-buying behavior and trends. This year’s survey is being supported by Digital Book World and is exclusive to DBW 2011. The survey will probe both brick-and-mortar and online buying preferences; the effectiveness of various forms of marketing and promotion in both environments; and hot-button topics such as e-book pricing, online piracy, and the role of social media in selling books.

For more information: http://dbw2011.com

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2010 Survey of Book-Buying (and Borrowing) Behavior

  1. 1. 2010 Survey of Book-Buying Behavior Presented at Digital Book World 2011 January 25, 2011 Guy LeCharles Gonzalez Director, Programming & Business Development Digital Book World Jack McKeown Director, New Business Development Verso Digital Dave Pulvermacher Marketing Research Supervisor F+W Media
  2. 2. 2010 Survey of Book-Buying Behavior &quot;While 27.3% of avid buyers said they prefer to shop in independents, the market share for independents, lower than 10% according to most publishers, told a different story.&quot; “ Converting Mindshare to Market Share,” Judith Rosen Publishers Weekly, Jun 21, 2010 MINDSHARE vs. MARKET SHARE
  3. 3. 2010 Survey of Book-Buying Behavior “ Not everything that can be counted counts, and not everything that counts can be counted.” — Albert Einstein (and Borrowing)
  4. 4. 2010 Survey of Book-Buying Behavior <ul><li>Conducted December 2010 </li></ul><ul><ul><li>Follow-up to three previous waves: Nov ‘09, Dec ‘09, April ‘10 </li></ul></ul><ul><li>Pool: 110 million internet users across 5,100 websites </li></ul><ul><ul><li>3,819 respondents to Dec ‘10 survey </li></ul></ul><ul><ul><li>Adults 18 years+ </li></ul></ul><ul><ul><li>Statistically weighted to mirror 18+ U.S. population: </li></ul></ul><ul><ul><ul><li>48.2% male (U.S. pop. = 48.4%) </li></ul></ul></ul><ul><ul><ul><li>51.8% female (U.S. pop. = 51.6%) </li></ul></ul></ul><ul><ul><li>1.6 percentage-point margin of error </li></ul></ul><ul><ul><li>95% probability threshold </li></ul></ul>VALIDATION (and Borrowing)
  5. 5. 2010 Survey of Book-Buying Behavior <ul><li>From which locations do you typically purchase or borrow print books? </li></ul><ul><li>Local libraries: 44.7% </li></ul><ul><ul><li>Men: 39.1%; Women: 51.0% </li></ul></ul><ul><li>Friends and co-workers: 35.9% </li></ul><ul><ul><li>Men: 29.5%; Women: 43.1% </li></ul></ul><ul><li>Local independent bookstores: 32.1% </li></ul><ul><ul><li>Men: 34.8%; Women: 29.3% </li></ul></ul><ul><li>Retail chains: 31.8% </li></ul><ul><ul><li>Men: 28.4%; Women: 35.8% </li></ul></ul><ul><li>Online retailers: 29.1% </li></ul><ul><ul><li>Men: 27.8%; Women: 30.5% </li></ul></ul><ul><li>Big-box retailers: 14.7% </li></ul><ul><ul><li>Men: 10.4%; Women: 19.4% </li></ul></ul>MINDSHARE: PRINT (and Borrowing)
  6. 6. 2010 Survey of Book-Buying Behavior <ul><li>Average print books typically PURCHASED each year: 5.5 </li></ul><ul><ul><li>Men: 4.9; Women: 6.1 </li></ul></ul><ul><li>PURCHASED 13 or more print books/year: 17.7% </li></ul><ul><ul><li>HHI $75,000 OR MORE: 27.1% </li></ul></ul><ul><ul><li>HHI $75,000 OR LESS: 15.0% </li></ul></ul><ul><li>Average print books typically BORROWED each year: 4.8 </li></ul><ul><ul><li>Men: 3.8; Women: 6.0 </li></ul></ul><ul><li>BORROWED 13 or more print books/year: 18.9% </li></ul><ul><ul><li>HHI $75,000 OR MORE: 19.5% </li></ul></ul><ul><ul><li>HHI $75,000 OR LESS: 18.6% </li></ul></ul>BUY, BORROW: PRINT (and Borrowing)
  7. 7. 2010 Survey of Book-Buying Behavior <ul><li>Already Own an E-Reader </li></ul><ul><ul><li>2009: 2.9% </li></ul></ul><ul><ul><li>2010: 7.9% </li></ul></ul><ul><ul><ul><li>30.6% say pass-along ability is important in ownership decision </li></ul></ul></ul><ul><li>Likely to Purchase an E-Reader in next 12 months </li></ul><ul><ul><li>2009: 25% </li></ul></ul><ul><ul><li>2010: 19.3% </li></ul></ul><ul><ul><ul><li>30.7% say pass-along ability is important in ownership decision </li></ul></ul></ul><ul><li>Unlikely to Purchase an E-Reader in next 12 months </li></ul><ul><ul><li>2009: 49% </li></ul></ul><ul><ul><li>2010: 40.2% </li></ul></ul>E-READER TRENDS (and Borrowing)
  8. 8. 2010 Survey of Book-Buying Behavior <ul><li>From which locations do you typically purchase or borrow e-books? </li></ul><ul><li>Amazon (Kindle): 27.6% </li></ul><ul><ul><li>Men: 23.9%; Women: 33.1% </li></ul></ul><ul><li>Barnes & Noble (Nook): 15.2% </li></ul><ul><ul><li>Men: 10.4%; Women: 22.5% </li></ul></ul><ul><li>Local libraries: 14.7% </li></ul><ul><ul><li>Men: 10.8%; Women: 20.7% </li></ul></ul><ul><li>Friends and co-workers: 14.0% </li></ul><ul><ul><li>Men: 12.0%; Women: 17.2% </li></ul></ul><ul><li>Sony: 13.8% </li></ul><ul><ul><li>Men: 13.9%; Women: 13.6% </li></ul></ul>MINDSHARE: E-BOOK <ul><li>Apple (iBooks): 12.8% </li></ul><ul><ul><li>Men: 11.6%; Women: 14.8% </li></ul></ul><ul><li>Direct from publishers: 8.6% </li></ul><ul><ul><li>Men: 8.8%; Women: 8.3% </li></ul></ul><ul><li>Kobo/Borders: 4.8% </li></ul><ul><ul><li>Men: 3.2%; Women: 7.1% </li></ul></ul><ul><li>BooksOnBoard.com: 4.8% </li></ul><ul><ul><li>Men: 2.8%; Women: 7.7% </li></ul></ul><ul><li>Diesel e-books: 4.0% </li></ul><ul><ul><li>Men: 3.6%; Women: 4.7% </li></ul></ul>(and Borrowing)
  9. 9. 2010 Survey of Book-Buying Behavior <ul><li>Average e-books typically PURCHASED each year: 1.7 </li></ul><ul><ul><li>Men: 1.5; Women: 2.1 </li></ul></ul><ul><li>PURCHASED 13 or more e-books/year: 6.2% </li></ul><ul><ul><li>HHI $75,000 OR MORE: 12.9% </li></ul></ul><ul><ul><li>HHI $75,000 OR LESS: 3.9% </li></ul></ul><ul><li>Average e-books typically BORROWED each year: 1.0 </li></ul><ul><ul><li>Men: 0.9; Women: 1.0 </li></ul></ul><ul><li>BORROWED 13 or more e-books/year: 4.0% </li></ul><ul><ul><li>HHI $75,000 OR MORE: 7.1% </li></ul></ul><ul><ul><li>HHI $75,000 OR LESS: 3.2% </li></ul></ul>BUY, BORROW: E-BOOK (and Borrowing)
  10. 10. 2010 Survey of Book-Buying Behavior <ul><li>6.2% are avid (13+) e-book buyers </li></ul><ul><ul><li>4.0% are avid borrowers </li></ul></ul><ul><li>E-reader owners are disproportionately consumers of Science Fiction, Mysteries, General Fiction and General Non-fiction </li></ul><ul><ul><li>Romance is most popular with women – NOT a surprise! </li></ul></ul><ul><ul><li>Online book reviews significantly more important to e-reader owners </li></ul></ul><ul><li>Preferences </li></ul><ul><ul><li>Dedicated e-reader 23.1% </li></ul></ul><ul><ul><li>Laptop/desktop computer 17.9% </li></ul></ul><ul><ul><li>Mobile device 8.2% </li></ul></ul><ul><ul><li>Tablet 8.1% </li></ul></ul>E-READER OWNER TAKEAWAYS (and Borrowing)
  11. 11. 2010 Survey of Book-Buying Behavior <ul><li>29.5% of e-reader owners purchase 13+ print books/year </li></ul><ul><ul><li>23.1% of e-reader owners purchase zero print books/year </li></ul></ul><ul><ul><li>18.9% of e-reader owners borrow 13+ print books/year </li></ul></ul><ul><li>22.8% of e-reader owners purchase 13+ e-books/year </li></ul><ul><ul><li>32.2% of e-reader owners purchase zero e-books/year </li></ul></ul><ul><ul><li>14.9% of e-reader owners borrow 13+ e-books/year </li></ul></ul><ul><li>NOTEWORTHY: </li></ul><ul><li>80.7% of e-reader owners would LIKELY purchase e-books ONLINE from local independent bookstores if the bookstores had competitive prices </li></ul>A HYBRID MARKET? (and Borrowing)
  12. 12. 2010 Survey of Book-Buying Behavior FOR MORE INFORMATION, PLEASE CONTACT: GUY LeCHARLES GONZALEZ [email_address] (and Borrowing)

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