Uploaded byBookExpoAmerica
BEA 2013 children's_presentation_05_29_13_final
This document presents market research on children's book consumers, focusing on buying behaviors, influences, and media consumption trends as observed over multiple survey waves from 2011 to 2013. Key findings indicate that mobile devices are increasingly impacting purchasing decisions, with girls accessing devices earlier than boys and an overall decline in teen reading for pleasure despite improving attitudes toward e-books. The study highlights a stable children's market where local influences are crucial, but the trend shows consumers making more independent decisions without external input.
More Related Content
Similar to BEA 2013 children's_presentation_05_29_13_final
BEA 2013 children's_presentation_05_29_13_final
- 1. Understanding today’s Children’sbook consumers
- 2. This presentation, andthe data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission. A focused look at activities, purchasing influences and behaviors of today’s children’s book consumer WAVE TWO – Fall 2011 WAVE THREE – Spring 2012 WAVE FOUR – Fall 2012 WAVE FIVE – Spring 2013 1
- 3. WHO WE ARE Market Research KristenMcLean Project Editor Founder & CEO Bookigee, Inc. www.bookigee.com www.kristenmclean.org @BKGKristen Carl Kulo Project Analyst Senior Data Analyst Bowker Market Research www.bookconsumer.com #Bowker 2
- 4. Core questions aboutinfluences and activities Collaborative effort among all subscribers Proprietary questions for individual clients Fielding Periods: • Fall 2011 (October 7 2011 through November 2 2011) • Spring 2012 (April 4 2012 through April 24 2012) • Fall 2012 (October 15 2012 through November 4 2012) • Spring 2013 (April 5 2013 through April 25, 2013) Spring 2013… 2 Online Surveys: • 0 to 12: N= 2000 (Parents/Guardians respond) (0 to 6: N = 1000) (7 to 12: N = 1000) • 13 to 17: N = 1000 (Young Adult responds, with parental OK) At 95% confidence level, Margin of Error = +/- 3.1% for each segment of 1,000 METHODOLOGY 3
- 5. Participants: • Disney • Chronicle •Little Brown Books for Young Readers • Random House • Nickelodeon • Scholastic • HarperCollins • Sesame Street • Penguin 4
- 6. EXECUTIVE SUMMARY BASELINE FINDINGSFROM PREVIOUS FIELDINGS • Children’s market very stable • Changes are incremental, not exponential • Kids are omnivorous media consumers • Highly local influences on decision-making • Kids 7-12 a very clear consumer force • Teen eBook adoption does not align with sales • Girls outpacing boys in media use 5
- 7. EXECUTIVE SUMMARY KEY FINDINGSWAVE FIVE (Spring 2013) • Mobile is starting to have an impact • Consumers making more buying decisions w/o input • Girls are getting earlier access to devices than boys • Hardcover is losing ground • Book related online behavior in decline • Teens reading less for pleasure • Teen e-book attitudes improving, but not adoption 6
- 8. Overview of Presentation •Section x: Landscape • Section 1: What’s New in Kids Book Acquisition and Discovery • Section 2: A look at Girls and Boys • Section 3: The Child’s Environment • Section 4: Beyond Kid’s Books – The World of Kids Apps • Section 5: Teenagers 7
- 9. THE LARGER LANDSCAPE Sectionx: Data from the Bowker Market Research Tracker 8
- 10. Who is theChildren’s book buyer? (Jan/Feb 2013) 0% 10% 20% 30% 40% 50% 60% 70% 80% Males Females Teens 13-17 Years 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years 31% 69% 4% 21% 25% 16% 18% 17% 30% 70% 10% 28% 37% 11% 8% 6% 30% 70% 15% 33% 29% 10% 8% 5% Adult Fiction Children's (All) Young Adult © Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased 9
- 11. How affluent isthe Children’s buyer? (Jan/Feb 2013) 10 0% 5% 10% 15% 20% 25% <$25.0K $25.0-34.9K $35.0-49.9K $50.0-74.9K $75.0-99.9K $100.0 - 149.9K $150.0 and over 14% 11% 15% 24% 17% 14% 6% 16% 9% 14% 24% 16% 15% 6% 17% 10% 15% 25% 14% 14% 5% Adult Fiction Children's (All) Young Adult © Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
- 12. Insert Image Here Planned Vs. Impulse:Children’s Jan/Feb 2013 11 0% 20% 40% 60% 80% 100% In Store (in person) Online Device (via eBookstore or App) 34% 41% 39% 16% 29% 22% 23% 17% 17% 26% 14% 22% Not Planned, Impulse purchase Planned a book at that specific time, but not specific bk Planned this specific book, but not at that specific time Planned this specific book at that specific time © Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
- 13. Insert Image Here Awareness – Children’sGenre Trend 12 0% 5% 10% 15% 20% 25% Quarter 1 2012 Quarter 2 2012 Quarter 3 2012 Quarter 4 2012 Jan/Feb 2013 In-person - In-Store Display/On Shelf/Spinning Rack In-person - Received recommendation from a friend/relative Other Awareness Online - Browsing through the site Print - Best Seller List In-person - At School Print - Magazine Ad Online - Was recommended based on what I've bought/read before In-person - Book Fair TV - TV Ad © Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
- 14. Insert Image Here Reason for Purchase– Children’s Genre Trend 13 0% 5% 10% 15% 20% 25% Quarter 1 2012 Quarter 2 2012 Quarter 3 2012 Quarter 4 2012 Jan/Feb 2013 I liked the topic/subject I like to read books in this series I like the author Price I like the character It was recommended by someone I know I looked through the book and liked it Other Reason I like the cover art Intrigued by book title I like the movie/TV show based on the book Recipient Asked For/Likes Book © Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
- 15. How is Children’sbeing purchased? 14 0% 20% 40% 60% 80% 100% 54% 54% 54% 55% 53% 56% 56% 54% 53% 54% 51% 51% 54% 54% 32% 30% 32% 31% 32% 31% 32% 32% 33% 31% 38% 37% 30% 29% 3% 2% 2% 3% 3% 3% 3% 3% 3% 4% 4% 4% 5% 3% 4% 4% 3% 3% 3% 2% 1% 3% 6% 5% 3% 3% 5% 5% 1% 1% 2% 1% 2% 2% 1% 2% 2% 1% 1% 2% 6% 7%6% 7% 7% 6% 6% 7% 7% 6% 4% 5% 4% 3% 1% 0% On an eReader device (e.g. Kindle, Nook, etc.) Using a mobile app on a smartphone or tablet (e.g., iBooks etc.) Other By mail Online In Store (in person) © Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased 1%
- 16. In what formatis Children’s being purchased? 15 0% 20% 40% 60% 80% 100% Quarter 1 2011 Quarter 2 2011 Quarter 3 2011 Quarter 4 2011 Quarter 1 2012 Quarter 2 2012 Quarter 3 2012 Quarter 4 2012 Jan/Feb 2013 45% 46% 45% 39% 38% 39% 39% 39% 41% 39% 38% 38% 43% 37% 36% 36% 40% 31% 1% 1% 1% 1% 1% 1% 1% 1% 1% 11% 10% 11% 12% 21% 20% 20% 15% 23% 5% 4% 4% 5% 3% 3% 3% 5% 4% Other eBook Audio Hardcover Paperback © Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
- 17. THE CHILDREN’S STUDY Datafrom Understanding the Children’s Consumer in the Digital Age 16
- 18. WHAT’S DIFFERENT INKID’S BOOK ACQUISITION & DISCOVERY SECTION 1: 17
- 19. Where books areacquired: 0 to 6 3% 3% 3% 3% 6% 6% 8% 9% 9% 10% 15% 19% 24% 26% 3% 3% 4% 3% 4% 6% 8% 6% 10% 9% 15% 21% 28% 29% 0% 5% 10% 15% 20% 25% 30% 35% Independent / local bookstore (not a major national or… Books-a-Million bookstore Half-Price Books Supermarket Scholastic book fairs Used bookstore Garage sale/sidewalk sale/secondhand shop School Library Scholastic book clubs Other "Big Box" store (Target, Costco, etc.) Barnes & Noble bookstore WalMart or Sam's Club Public Library Amazon.com Fall 12 Spring 13 18
- 20. Where books areacquired: 7 to 12 3% 3% 3% 3% 4% 5% 5% 5% 9% 11% 14% 16% 16% 23% 31% 3% 2% 3% 2% 2% 8% 4% 6% 7% 18% 13% 15% 13% 28% 36% 0% 5% 10% 15% 20% 25% 30% 35% 40% Independent / local bookstore (not a major national or… Other online retailer (B&N.com, etc.) ebook apps Books-a-Million bookstore Half-Price Books Other big box store (Target, Costco, etc.) Used bookstore Garage sale/sidewalk sale/secondhand shop Scholastic book fairs WalMart or Sam's Club Scholastic book clubs School Library Barnes & Noble bookstore Amazon.com Public Library Fall 12 Spring 13 19
- 21. Sources of Recommendations:0 to 6 1% 1% 3% 3% 3% 2% 2% 2% 5% 4% 6% 8% 9% 16% 19% 17% 20% 30% 32% 1% 1% 1% 2% 2% 2% 2% 2% 4% 5% 5% 8% 9% 12% 14% 17% 19% 27% 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% Movie theatre ad Radio Ad TV ad On-line advertisement Print advertisement A publisher's website Author blogs General interest magazines Bookstore - asking the sales clerk School Librarian Mommy/Parenting blog Public Librarian Parenting Magazine Teacher On-line research School Book Fairs/Clubs* Bookstore - browsing the shelf Friend/family I make my own decision with no other input Spring 2013 Fall 2012 20
- 22. Sources of Recommendations:7 to 12 1% 1% 2% 2% 1% 1% 2% 3% 3% 4% 4% 7% 8% 8% 9% 13% 14% 16% 20% 25% 31% 0% 1% 1% 1% 1% 1% 1% 2% 2% 4% 4% 7% 7% 8% 9% 13% 15% 17% 19% 26% 31% 0% 5% 10% 15% 20% 25% 30% 35% Radio Ad Movie theatre ad On-line advertisement Print advertisement Author blogs TV ad A publisher's website General interest magazines Mommy/Parenting blog Bookstore - asking the sales clerk Parenting Magazine On-line research on a non-retail site School Librarian On-line research on a research site Public Librarian School book clubs & flyers School Book Fairs Bookstore - browsing the shelf Teacher Friend/family I make my own decision with no other input Spring 2013 Fall 2012 21
- 23. 4-Wave trend ofrecommendations (0 to 6) 13% 8% 19% 14% 15% 24% 26% 29% 8% 9% 12% 14% 17% 19% 27% 38% 0% 5% 10% 15% 20% 25% 30% 35% 40% Public Librarian Parenting Magazine Teacher On-line research School Book Fairs/Clubs* Bookstore - browsing the shelf Friend/family I make my own decision with no other input Fall 2011 Spring 2012 Fall 2012 Spring 2013 22
- 24. Section 1: Takeaways •Mobile & tablet starting to have impact • E-books up, hardcover down • Online research down • Person-to-person influence down • Library & teacher influence down • People making more decisions on own 23
- 25. A LOOK ATGIRLS AND BOYS SECTION 2: 24
- 26. Where do parentsgo for recommendations? (0 to 6) 7% 8% 8% 8% 8% 9% 11% 17% 27% 35% 5% 6% 6% 7% 8% 7% 12% 17% 27% 45% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% School Book Fairs School book clubs & flyers On-line research on a research site On-line research on a non-retail site Public Librarian Parenting Magazine Teacher Bookstore - browsing the shelf Friend/family I make my own decision with no other input Girl Boy 25
- 27. Where do parentsgo for recommendations? (7 - 12) 5% 4% 7% 7% 9% 9% 15% 17% 17% 18% 26% 30% 3% 8% 7% 8% 7% 9% 13% 15% 19% 19% 24% 30% 0% 5% 10% 15% 20% 25% 30% 35% Bookstore - asking the sales clerk Other, please specify On-line research on a non-retail site School Librarian On-line research on a research site Public Librarian School book clubs & flyers School Book Fairs Bookstore - browsing the shelf Teacher Friend/family I make my own decision with no other… GIRL (487) BOY (519) Mainly the child herself 26
- 28. Types of BooksPurchased for Kids (0 - 6) 5% 7% 13% 15% 15% 16% 20% 21% 21% 28% 35% 42% 55% 66% 3% 3% 13% 11% 14% 16% 17% 17% 23% 27% 35% 45% 59% 65% 0% 10% 20% 30% 40% 50% 60% 70% Graphic Novel Reference Book Series/Chapter Book Non-Fiction Book Novelty book Bible/Prayer Books Interactive Leveled Reader Sound Book Workbook Beginning/Early Reader Activity Book Coloring Book Picture Story book Girl Boy 27
- 29. Types of BooksPurchased for Kids (7 - 12) 10% 11% 13% 12% 20% 31% 34% 36% 66% 7% 9% 9% 12% 17% 36% 33% 33% 72% 0% 10% 20% 30% 40% 50% 60% 70% 80% Interactive book Reference Book Graphic Novel Bible/Prayer Books Picture/Story Book Activity Book Leveled Reader Non-Fiction Book Series Chapter Book GIRL (487) BOY (519) 28
- 30. What were importantfactors in getting book (0 to 6)… For girls…… For boys……. 8% 12% 18% 23% 35% 40% 39% 41% 7% 7% 5% 8% 10% 25% 39% 46% 0% 20% 40% 60% 80% 100% I just needed to pick something fast Celebrity author There was "buzz" around this book You liked the size, packaging, binding The title or cover caught your attention It was a good price Your child likes the character or series Topic, story, subject interested your child Boys 0 to 6 Major factor Critical factor 8% 9% 16% 23% 34% 43% 34% 40% 2% 2% 4% 7% 10% 21% 40% 41% 0% 50% 100% Celebrity author I just needed to pick something fast There was "buzz" around this book You liked the size, packaging, bi… The title or cover caught your… It was a good price Your child likes the character or series Topic, story, subject interested your child Girls 0 to 6 Major factor Critical factor 29
- 31. What were importantfactors in getting book (7 to 12) For girls…… For boys……. 7% 8% 15% 19% 33% 44% 38% 45% 1% 2% 3% 5% 7% 20% 41% 43% 0% 20% 40% 60% 80% 100% Celebrity author I just needed to pick something fast There was "buzz" around this book You liked the size, packaging, binding The title or cover caught your attention It was a good price Your child likes the character or series Topic, story, subject or story interested your child Girls 7 to 12 Major factor Critical factor 8% 10% 18% 21% 36% 41% 35% 38% 4% 4% 5% 8% 10% 23% 43% 48% 0% 20% 40% 60% 80% 100% I just needed to pick something fast Celebrity author There was "buzz" around this book You liked the size, packaging, binding The title or cover caught your attention It was a good price Your child likes the character or series Topic, story, subject or story interested your child Boys 7 - 12 Major factor Critical factor 30
- 32. How many daysa week do children read for fun? 47% 46% 51% 46% 41% 51% 58% 57% 57% 48% 23% 29% 28% 31% 25% 25% 32% 31% 29% 27% 20% 22% 15% 17% 19% 13% 9% 9% 11% 19% 10% 3% 7% 7% 14% 11% 2% 3% 2% 6% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Boys: 3 to 4 Boys: 5 to 6 Boys: 7 to 8 Boys: 9 to 10 Boys: 11 to 12 Girls: 3 to 4 Girls: 5 to 6 Girls: 7 to 8 Girls: 9 to 10 Girls: 11 to 12 5 to 7 days 3 to 4 days 1 to 2 days Less than 1 day 31
- 33. Section 2: Takeaways •Moms more comfortable picking books for girls • Parents seek more input for boys • Non-fiction critical category for boys • Boys pleasure reading peaks at 7-8 • Girls pleasure reading peaks at 9-10 32
- 34.
- 35. Usage Comparison –Kindle vs. iPad (of those who have that device in the HH) Kindle eReader iPad 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Fall 11 Spring 12 Fall 12 Spring 13 Parent(s) Children 0-6 Children 7-12 Teens 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Fall 11 Spring 12 Fall 12 Spring 13 Parent(s) Children 0-6 Children 7-12 Teens 34
- 36. Relative importance placedon…. 3.0 4.0 5.0 6.0 7.0 8.0 9.0 Fall 11 Spring 12 Fall 12 Spring 13 Print Books TV Kids DVD Educ sites online games video games mobile apps ebooks 35
- 37. Trends in activitiesdone very/somewhat frequently 63% 21% 14% 13% 36% 14% 39% 27% 18% 59% 19% 15% 13% 36% 20% 39% 30% 22% 60% 22% 18% 16% 37% 28% 40% 35% 26% 60% 19% 18% 16% 38% 33% 39% 35% 30% 0% 10% 20% 30% 40% 50% 60% 70% Read book for fun Read print magazine Read ebooks on dedicated reader Read ebooks on tablet play games online play games on tablet play games on game console watch videos online watch streaming videos (Netflix) Fall 11 Spring 12 Fall 12 Spring 13 36
- 38. Percent saying theirkids have done the following around the most recent book they read…..(all kids) 17% 18% 17% 10% 22% 15% 15% 0% 15% 16% 15% 8% 19% 14% 12% 0% 14% 15% 12% 8% 18% 14% 11% 10%10% 12% 9% 7% 14% 11% 11% 9% 0% 5% 10% 15% 20% 25% gone to book/author website read sample of book online visited fan website participated in blog/chat gone to website about other books by author/series read online reviews wrote their own review of book participated in book reading club Fall 11 Spring 12 Fall 12 Spring 13 What is going on here?!? 37
- 39. Percent saying theirkids have done the following around the most recent book they read…..(7 – 12) 19% 19% 18% 10% 26% 17% 15% 0% 17% 18% 17% 8% 24% 14% 12% 0% 16% 16% 13% 8% 20% 14% 12% 10% 11% 12% 10% 6% 16% 11% 11% 8% 0% 5% 10% 15% 20% 25% 30% Gone to book/author website Read sample chapter of book online Visited a fan website Participated in blog/chat Gone to website to find out about other books Read online reviews about the book Wrote a review about the book Participated in a book discussion/reading club Fall 11 Spring 12 Fall 12 Spring 13 WTF?!? 38
- 40. Do the parentsread ebooks? 27% 39% 43% 43% 73% 61% 57% 58% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Fall 11 Spring 12 Fall 12 Spring 13 No Yes 39
- 41. How do youprefer that your kids read? 69% 67% 65% 67% 5% 5% 6% 6% 26% 28% 29% 27% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Fall 11 Spring 12 Fall 12 Spring 13 No preference In ebook format In print 40
- 42. How likely you/yourkids (0 to 6) to do each of the following around a book they read? 63% 62% 53% 50% 48% 46% 45% 41% 24% 14% 15% 20% 20% 19% 17% 16% 19% 13% 14% 15% 17% 19% 21% 22% 24% 25% 33% 7% 6% 8% 8% 9% 10% 10% 12% 22% 2% 3% 3% 4% 3% 4% 6% 4% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Tweet about a book you're reading or just read Post an AMZ review Look at a YouTube trailer for a book Post a review on a book review site Write a Facebook post about a book you're reading or just read "Like" a book on Facebook "Like" an author on Facebook Click on an online ad for an author or subject that interests you Follow a series that your child likes Not at all likely Probably not likely Somewhat likely Very likely Already do this 41
- 43. How likely you/yourkids (7-12) to do each of the following around a book they read? 67% 65% 54% 53% 49% 45% 43% 37% 21% 14% 16% 18% 20% 19% 18% 18% 22% 14% 10% 10% 18% 17% 20% 22% 23% 26% 31% 6% 6% 8% 8% 9% 10% 11% 12% 23% 3% 4% 3% 3% 4% 5% 6% 4% 11% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Post an AMZ review Tweet about a book you're reading or just read Look at a YouTube trailer for a book Post a review on a book review site Write a Facebook post about a book you're reading or just read "Like" a book on Facebook "Like" an author on Facebook Click on an online ad for an author or subject that interests you Follow a series that your child likes Not at all likely Probably not likely Somewhat likely Very likely Already do this 42
- 44. Section 3: Takeaways •Mobile app use becoming > important • Tablet games & video streaming on rise • Book-related online activities in decline • Parent’s e-reading behavior flat • Parent’s print –vs– ebook preference flat 43
- 45. BEYOND KID’S BOOKS– THE WORLD OF KIDS APPS SECTION 4 44
- 46. Access to Deviceswith Apps? 43% 59% 61% 68% 65% 58% 62% 66% 67% 70% 57% 41% 39% 32% 35% 42% 38% 34% 33% 31% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Boys: 3 to 4 Boys: 5 to 6 Boys: 7 to 8 Boys: 9 to 10 Boys: 11 to 12 Girls: 3 to 4 Girls: 5 to 6 Girls: 7 to 8 Girls: 9 to 10 Girls: 11 to 12 No Yes 45
- 47. Access to Deviceswith Apps? Shows percent of parents who said “Yes” their child has access to devices with apps. 40% 32% 43% 58% 59% 62% 61% 66% 68% 67% 65% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% Boys: 0 to 2 Girls: 0 to 2 Boys: 3 to 4 Girls: 3 to 4 Boys: 5 to 6 Girls: 5 to 6 Boys: 7 to 8 Girls: 7 to 8 Boys: 9 to 10 Girls: 9 to 10 Boys: 11 to 12 Girls: 11 to 12 46
- 48. Are they allowedto download apps on their own? 1% 4% 4% 8% 10% 0% 5% 4% 5% 9% 15%16% 28% 41% 47% 49% 0% 20% 30% 41% 49% 48% 83% 69% 55% 45% 41% 0% 75% 66% 54% 43% 36% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Boys: 3 to 4 Boys: 5 to 6 Boys: 7 to 8 Boys: 9 to 10 Boys: 11 to 12 Girls: 3 to 4 Girls: 5 to 6 Girls: 7 to 8 Girls: 9 to 10 Girls: 11 to 12 No, I download them Yes, but with parental OK Yes, with little restriction 47
- 49. Approximately what %of the Apps are…. 69% 55% 51% 47% 54% 0% 64% 55% 56% 48% 48% 23% 25% 33% 33% 31% 0% 31% 29% 29% 31% 37% 6% 16% 13% 17% 13% 0% 3% 17% 13% 16% 12% 2% 3% 2% 2% 3% 0% 1% 0% 2% 4% 3% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% All Paid mostly paid Equal free/paid Mostly free All free 48
- 50. Parental attitudes towardapps: Age comparison Data shows combination of those that agree somewhat and fully agree with the statement 54% 47% 52% 33% 43% 56% 66% 69% 69% 65% 30% 39% 48% 67% 66% 63% 52% 57% 59% 71% 0% 10% 20% 30% 40% 50% 60% 70% 80% I feel my child listens to me when I ask them to stop playing an app Apps are a lifesaver when I need my child to be occupied I don't mind my child playing apps Apps are not good for kids at this age--they are no more than "digital babysitters" My child plays apps socially with their siblings and/or their friends I am concerned about privacy issues that companies collect when my child downloads an app I have reservations about how much time my kids spend playing apps I would rather have them doing other things than playing apps Apps are great for kids when they help them learn to read and/or teach moral lessons I feel apps are a totally fine activity for my child at appropriate times 7 to 12 0 to 6 49
- 51. How frequently doyour kids download apps? 3% 4% 2% 3% 3% 2% 5% 2% 4% 5% 6% 10% 7% 10% 6% 6% 5% 6% 10% 12% 6% 13% 16% 24% 21% 6% 9% 15% 26% 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Boys: 3 to 4 Boys: 5 to 6 Boys: 7 to 8 Boys: 9 to 10 Boys: 11 to 12 Girls: 3 to 4 Girls: 5 to 6 Girls: 7 to 8 Girls: 9 to 10 Girls: 11 to 12 All the time Very frequently A few times a week 50
- 52. When are theyallowed to play with apps? 8% 7% 8% 8% 8% 6% 9% 7% 7% 13% 33% 39% 41% 50% 51% 57% 60% 64% 64% 59% 59% 54% 51% 42% 42% 38% 31% 30% 30% 28% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Boys: 3 to 4 Girls: 3 to 4 Boys: 5 to 6 Girls: 5 to 6 Boys: 7 to 8 Girls: 7 to 8 Girls: 9 to 10 Boys: 9 to 10 Boys: 11 to 12 Girls: 11 to 12 Anytime they want With some restrictions At very limited times 51
- 53. What's important inan app for Kids 0 to 6? 16% 21% 32% 33% 39% 44% 44% 47% 54% 49% 24% 19% 9% 6% 4% 16% 15% 11% 7% 8% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Is based on a series or character they like Helps them with social skills Helps them read Is fun Is educational Critical Somewhat important Less important Not important 52
- 54. What's important inan app for Kids 7 and older? 15% 19% 28% 32% 32% 42% 45% 47% 56% 52% 29% 22% 14% 7% 9% 15% 14% 12% 6% 7% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Is based on a series or character they like Helps them with social skills Helps them read Is fun Is educational Critical Somewhat important Less important Not important 53
- 55. When do theyusually play with apps? 2% 4% 9% 11% 11% 15% 25% 26% 30% 40% 45% 5% 8% 20% 18% 8% 11% 23% 37% 28% 33% 55% 0% 10% 20% 30% 40% 50% 60% Before school Whenever they want When they are with their friends Before bed Other, please specify I don't let them use apps When we are waiting in line or at a restaurant When they are bored When they need a distraction When I need them to keep busy while I do something else When in the car 7 to 12 0 to 6 54
- 56. Do they playalone or with others? 3% 0% 35% 24% 7% 5% 18% 19% 0% 5% 10% 15% 20% 25% 30% 35% 40% Play with friends (in person) Play with friends (remotely) Play with parent Play with siblings 7 to 12 0 to 6 55
- 57. How satisfied areyou with the time they spend on Apps? 26% 41% 26% 3% 5% 18% 43% 27% 7% 5% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% Very satisfied Mostly satisfied Neutral/unsure Less than satisfied Not at all satisfied 0 to 6 7 to 12 56
- 58. Would you spendmore money on apps for your kids if they demonstrated better learning outcomes? 23% 52% 25% 0% 10% 20% 30% 40% 50% 60% Yes, definitely Maybe, depending on how convinced I am No, I think our needs are met with what we are currently spending 57
- 59. Section 4: Takeaways •Girls getting earlier & deeper access to devices • Free apps are majority of app downloads • Parents little ambivalent about 7-12 app behavior • Overall parents relatively positive about apps 58
- 60.
- 61. Devices teenagers useon a regular basis (last 4 waves, overall) 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% A Kindle e-reader An iPad Another type of Smart Phone An iTouch An iPhone A simple cell phone (no video, gaming, apps) Cable TV box A video game system A home computer (not laptop) A laptop A television Spring 13 Fall 12 Spring 12 Fall 11 60
- 62. Role of Bookscompared to other media (3 year trend, overall) 21% 26% 22% 20% 18% 44% 43% 44% 47% 43% 34% 31% 34% 33% 40% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Total Fall 11 Spring 12 Fall 12 Spring 13 A more important role An equally important role A less important role +9% -9% 61
- 63. How often haveteenagers…. 10% 15% 20% 25% 30% 35% Fall 11 Spring 12 Fall 12 Spring 13 …..read book not for school? Not at All Once or twice Fairly often Very often 62
- 64. How often haveteenagers…. 0% 10% 20% 30% 40% 50% 60% 70% 80% Fall 11 Spring 12 Fall 12 Spring 13 ...read an ebook? Not at All Once or twice Fairly often Very often 63
- 65. Overall YA Formatpreference by wave: 42% 41% 43% 21% 25% 24% 28% 34% 21% 22% 18% 25% 3% 4% 3% 14% 1% 2% 2% 5%8% 7% 5% 2% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Fall 11 Spring 12 Fall 12 Spring 13 Don't know I strongly prefer e-books I generally prefer e- books I have no preference I generally prefer print, books but are open to e-books I strongly prefer print books 64
- 66. Section 5: Takeaways •iPhone & iPad continue gains • Some shift in perceived value of books • Teens reading less for pleasure • Teen e-book usage flat • Teen attitudes toward e-books on rise 65
- 67. THANK YOU! Market Research Kristen McLean ProjectEditor @BKGKristen Carl Kulo Project Analyst @Bowker @BKGKristen
Editor's Notes
- #19 Chickdrens Spring13 GRIDS
- #20 Chickdrens Spring13 GRIDS
- #21 4 Wave trend Crosstab_Report1044
- #22 4 Wave trend Crosstab_Report1044
- #23 4 Wave trend Crosstab_Report1044
- #26 Childrens report Spring2013_6 or under xtabs
- #27 Childrens report Spring2013_7 to 12 xtabs
- #28 Childrens report Spring2013_6 or under xtabs
- #29 Childrens report Spring2013_7 to 12 xtabs
- #30 Chickdrens Spring13 GRIDS
- #31 Chickdrens Spring13 GRIDS
- #32 Chickdrens Spring13 GRIDS
- #35 Copy of Kids trended Crosstab_Report
- #36 Copy of Kids trended Crosstab_Report
- #37 Copy of Kids trended Crosstab_Report
- #38 Copy of Kids trended Crosstab_Report
- #39 4 wave trend_7 to 12 filter
- #40 Copy of Kids trended Crosstab_Report
- #41 Copy of Kids trended Crosstab_Report
- #42 Childrens survey Fall 2012 Filter 7 to 12
- #43 Childrens survey Fall 2012 Filter 7 to 12
- #46 Chickdrens Spring13 GRIDS
- #47 Chickdrens Spring13 GRIDS
- #50 Chickdrens Spring13 GRIDS
- #51 Chickdrens Spring13 GRIDS
- #53 Chikdrens Spring13 GRIDS
- #54 Chikdrens Spring13 GRIDS
- #58 Chickdrens Spring13 GRIDS
- #61 Teen study 4 wave
- #62 Teen study 4 wave
- #63 Teen study 4 wave
- #64 Teen study 4 wave
- #65 Teen Study 4 wave