3of13 - Making Information Pay 2010 (Kelly Gallagher, RR Bowker)

Publishing Points of No Return–
A Consumer Perspective

Bowker PubTrack™ Consumer - © 2010

2

significant impacts
affecting consumer
points of no return…

4

#1 proliferation of choice
and access to content

5

New Model
Book Demand Chain

The Consumer has become King or Queen!
Consumers define the marketplace

Bowker PubTrack™ Consumer - © 2010 6

Living in a 24/7/365 supply chain

7

Creation of a Self-Contained
Eco Supply Chain Systems

Delivery – Price Driver – Content Gateway
8

Growth of Internet Channel
% of Market
25%

20%

15%

10% % of Market

5%

0%
1995 2004 2009

9

10

An infinitely long tail

11

US Book Production Numbers
Traditional Book Title Output (# of new ISBN's)
300,000
290,000
280,000
270,000
260,000
250,000
240,000
230,000
2005 2006 2007 2008 2009
Traditional Book Title Output

12

Traditional Books
300,000
290,000
280,000
270,000
260,000
250,000
240,000
230,000
2005 2006 2007 2008 2009
Traditional Books

13

Chart Title
900,000
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
2005 2006 2007 2008 2009
Traditional Books Non-Traditional Books

14

Over 12 Copies Sold!

Micro Niche
Publishing in
the land of
limitless
choices
15

#2 going digital

16

This changes everything!

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Gender & Age of ‘p’ & ‘e’book buyers, 2009

Print Buyers E-Book Buyers

0%
23% 20%

20% Males <45
19% 22% Females <45
Males > 45
40%
Females >45
35% 29%
60%

80% 29%
23%

100%
18

E-book Conversion ‘Stickiness’

1st Fielding…
(Nov 2009)

…compared
to 2nd Fielding
(Jan 2010)

19 © 2010, the Book Industry Study Group, Inc.

Cannibalization of Print Books?
1st Fielding…
(Nov 2009)

2nd Fielding
(Jan 2010)

20 © 2010, the Book Industry Study Group, Inc.

E-book Impact on Where Print Books are Purchased

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E-book Impact on Where Print Books are Purchased

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The crowded E-Device market today
One Device used most frequently

i-Phone/
Any Computer Kindle i-touch Sony Reader
37% - 11% 32% - 10% 10% 9% - 4%

Mobile B&N Nook Netbook/Tablet
4% 3% - NEW 2% - NEW

23

The crowded E-Device market today
One Device used most frequently

i-Phone/
Any Computer Kindle i-touch Sony Reader
37% - 11% 32% - 10% 10% 9% - 4%

Mobile B&N Nook i-Pad Netbook/Tablet
4% 3% - NEW 3% - NEW 2% - NEW

24

The i-Pad
Impact on Male
e-Book Buyers
Somewhat Already Pre-
Likelihood to buy i-Pad : Very likely likely ordered

All Book Buyers 4.3% 9.2% 1.0%

Males 18 - 29 11.3% 10.4% 1.3%

Males 30 - 44 8.2% 17.2% 1.3%

25

Shifting of
#3 communication
mediums

26 26

Online Influence vs. Traditional Print/Media
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0

Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 Qtr 4 2009
27

Growth of Book Buyers Engaged in
Social Networks
69%
68%
70%
68% 65%

66%
62%
64% 60%
62%
60%
58%
56%
Social Network Participation rate:

Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 Qtr 4 2009 Qtr 1 2010

28

Fad or Trend? Use of Social Networks by Age

90%
80%
70%
60% Facebook
50% MySpace
LinkedIn
40%
Twitter
30%
Other
20%
10%
0%
13 to 29 30 - 54 55+

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Trend Growth and Declines of Social Networks
Social Network Use of Book Buyers
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Facebook
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100%
100%
90%
90%
80%
80%
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
10%
10%
0%
0%
Facebook
Facebook MySpace
31

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Facebook MySpace LinkedIn
32

100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Facebook MySpace LinkedIn Twitter
33

Thank You!

Kelly Gallagher
Vice President Publishing Services
RR Bowker
Kelly.Gallagher@Bowker.com
908.425.7689

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3of13 - Making Information Pay 2010 (Kelly Gallagher, RR Bowker)

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