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Jo Henry, Director
    Bowker Market Research

International ebook sales & trends
  BEA Constellation Presentation
          June 7th, 2012
US and UK ebook overview
November 19, 2007
March 12, 2010
Dedicated eReaders are the device of choice in the US




Source: BISG Consumer Attitudes Study
And dedicated eReaders have now surpassed PCs as device
  used most often in UK     Chart Title
                      60                                                                Dedicated e-reader
                                             Device used most often                     PC (desktop, laptop, netbook)
  60                  50
                                                                                        iPad/other tablet
                      40                                                                Smartphone
  50
         Axis Title




                      30
  40
                      20
  30
                      10

  20                   0
                                  Aug 2010          Feb 2011                 Nov 2011          Mar 2012
  10
                                                               Axis Title

   0
                           Aug 2010            Feb 2011                     Nov 2011            Mar 2012


Source: Bowker Understanding the Digital Consumer
In late 2010 eBooks took off the launch pad in the US…

                       % of book buyers who purchased an eBook
14%
12%                                                                                     13%
10%
 8%
 6%
 4%
                                                                                        3%
 2%
 0%



                              © 2012, the Book Industry Study Group, Inc, R.R. Bowker

                                           US Market               UK Market


Source: Bowker Books & Consumers
But what does the future hold?
                       % of book buyers who purchased an eBook
20%
                                                                                        19%
 15%
                                                                                        12%
 10%

  5%

  0%



                              © 2012, the Book Industry Study Group, Inc, R.R. Bowker
                                           US Market               UK Market


Source: Bowker Books & Consumers
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
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
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
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
Sponsors
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
EBOOK PENETRATION
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
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
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




                                                           Base: All online adults
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 countries do 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
FUTURE GROWTH POTENTIAL
Future digital behaviour – 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
Future digital behaviour – 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
Future digital behavior – no interest
Country                     No interest past or
                                  future - %
Australia                            45
Brazil                               16
France                               66
Germany                              56
India                                 11
Japan                                72
South Korea                          26
Spain                                38
UK                                   52
USA                                  59
DEVICES & DOWNLOADING
Devices used most often for ereading
       PC/laptop        Tablet           Smartphone          Ereader                  Games console                Other

    USA            23                          29                      11                               36                                1

     UK                 30                    14             15                                    36                               1 4

   Spain                           47                             18                    10                    22                        3

S. Korea                     37                         18                                    39                                    4 3

  Japan                                  59                                      12                     20                 11       7

   India                                       76                                                       9              11            23

Germany                            46                             18                     13                       22                      2

  France                            50                                           28                          12                 8       12

   Brazil                                     72                                                    14                 8        2 4

Australia                     40                             23                               22                       13               2

            0                 20                   40                       60                          80                              100
                                                                                                                       Base: All downloaderss
eBook purchase sources
      Amazon/Kindle                                       Publishers                                                  Apple iBookstore/iTunes
      Indie booksellers                                   High street chains                                          Direct sellers/other
    USA                                             61                                             4        7         5                13                  11

     UK                                                  66                                                 4             11           3     6             10

   Spain                        30                             14             7          10                 17                                   23

S. Korea         5             16                   20                        16                        22                                       22

  Japan                  13          12                   19                        16                 11                                   29

   India                  16                   24                        11                    21                         10                      19

Germany                                   43                                   12             10                 12                7                  16

  France                       26                    12                       20               5                          27                               11

   Brazil            9                   23                   8                    21                            21                               19

Australia                           35                              10                   23                      8             8                      17

            0%                       20%                          40%                         60%                              80%                              100%
                                                                                                                                             Base: All paid downloaders
COUNTRY DEMOGRAPHICS
Indian eBook buyer profile

    • Male – 58%

    • 25 – 34 years of age – 34%

    • Lives in city

    • College Grad

    • Works Full Time
Brazilian eBook buyer profile

      • Female – 52%

      • 25 – 34 years of age – 36%

      • Lives in city

      • College Grad

      • Works Full Time
UK eBook buyer profile
   • Female – 56%

   • 55+ years of age – 33%

   • Lives in small town/rural

   • College Grad

   • Works Full Time
     >25% not working
German eBook buyer profile

     • Male – 67%

     • 55 + years of age – 28%

     • Lives in city

     • College Grad

     • Works Full Time
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…but will they have the
  infrastructure to make eBooks more available beyond a select
  few?
GeM reports available :
                 All Country Comparison free report
                 available now from participants:
                 Angela Bole, Book Industry Study Group
                 +1 646-336-7141 x11 or angela@bisg.org
                 John Wicker, Tata Consultancy Services
                 +1-973-452-7120 or john.wicker@tcs.com
                 Jo Henry, Bowker Market Research
                 0207 831 1782 / jo@bookmarketing.co.uk
                 Edoardo Bottai, A.T. Kearney
                 +39 3493982741 or
                 Edoardo.bottai@atkearney.com

                 Individual country reports available from
                 Bowker Market Research:
                 £499 / $795 each

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Global eBooks Monitor Presention at BEA, June 2012

  • 1. Jo Henry, Director Bowker Market Research International ebook sales & trends BEA Constellation Presentation June 7th, 2012
  • 2. US and UK ebook overview
  • 5. Dedicated eReaders are the device of choice in the US Source: BISG Consumer Attitudes Study
  • 6. And dedicated eReaders have now surpassed PCs as device used most often in UK Chart Title 60 Dedicated e-reader Device used most often PC (desktop, laptop, netbook) 60 50 iPad/other tablet 40 Smartphone 50 Axis Title 30 40 20 30 10 20 0 Aug 2010 Feb 2011 Nov 2011 Mar 2012 10 Axis Title 0 Aug 2010 Feb 2011 Nov 2011 Mar 2012 Source: Bowker Understanding the Digital Consumer
  • 7. In late 2010 eBooks took off the launch pad in the US… % of book buyers who purchased an eBook 14% 12% 13% 10% 8% 6% 4% 3% 2% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker US Market UK Market Source: Bowker Books & Consumers
  • 8. But what does the future hold? % of book buyers who purchased an eBook 20% 19% 15% 12% 10% 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
  • 14. 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
  • 16. 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
  • 17. 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
  • 18. 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 Base: All online adults
  • 19. 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 countries do 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
  • 21. Future digital behaviour – 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
  • 22. Future digital behaviour – 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
  • 23. Future digital behavior – no interest Country  No interest past or future - % Australia 45 Brazil 16 France 66 Germany 56 India 11 Japan 72 South Korea 26 Spain 38 UK 52 USA 59
  • 25.
  • 26. Devices used most often for ereading PC/laptop Tablet Smartphone Ereader Games console Other USA 23 29 11 36 1 UK 30 14 15 36 1 4 Spain 47 18 10 22 3 S. Korea 37 18 39 4 3 Japan 59 12 20 11 7 India 76 9 11 23 Germany 46 18 13 22 2 France 50 28 12 8 12 Brazil 72 14 8 2 4 Australia 40 23 22 13 2 0 20 40 60 80 100 Base: All downloaderss
  • 27. eBook purchase sources Amazon/Kindle Publishers Apple iBookstore/iTunes Indie booksellers High street chains Direct sellers/other USA 61 4 7 5 13 11 UK 66 4 11 3 6 10 Spain 30 14 7 10 17 23 S. Korea 5 16 20 16 22 22 Japan 13 12 19 16 11 29 India 16 24 11 21 10 19 Germany 43 12 10 12 7 16 France 26 12 20 5 27 11 Brazil 9 23 8 21 21 19 Australia 35 10 23 8 8 17 0% 20% 40% 60% 80% 100% Base: All paid downloaders
  • 29. Indian eBook buyer profile • Male – 58% • 25 – 34 years of age – 34% • Lives in city • College Grad • Works Full Time
  • 30. Brazilian eBook buyer profile • Female – 52% • 25 – 34 years of age – 36% • Lives in city • College Grad • Works Full Time
  • 31. UK eBook buyer profile • Female – 56% • 55+ years of age – 33% • Lives in small town/rural • College Grad • Works Full Time >25% not working
  • 32. German eBook buyer profile • Male – 67% • 55 + years of age – 28% • Lives in city • College Grad • Works Full Time
  • 33. 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…but will they have the infrastructure to make eBooks more available beyond a select few?
  • 34. GeM reports available : All Country Comparison free report available now from participants: Angela Bole, Book Industry Study Group +1 646-336-7141 x11 or angela@bisg.org John Wicker, Tata Consultancy Services +1-973-452-7120 or john.wicker@tcs.com Jo Henry, Bowker Market Research 0207 831 1782 / jo@bookmarketing.co.uk Edoardo Bottai, A.T. Kearney +39 3493982741 or Edoardo.bottai@atkearney.com Individual country reports available from Bowker Market Research: £499 / $795 each

Editor's Notes

  1. Is this where we are? Is the line curving up? Let’s go to the data.
  2. The data shows a slightly different story. To be clear, there was growth. But as 2011 wore on, the curve flattened out.
  3. Is this where we are? Is the line curving up? Let’s go to the data.
  4. Is this where we are? Is the line curving up? Let’s go to the data.
  5. Is this where we are? Is the line curving up? Let’s go to the data.
  6. Let’s look first at ebook penetration within the different populations. You will see here that it varies from 10% in India to 90% in Australia – the highest among this sample. So that if you extrapolate from the % of the internet population who say they have purchased an ebook in the six months prior to interview back to the total population, this ranges from 19% of Australians to 2% of Indians.
  7. Among online adults (18+), however, we can see that the greatest percentage of ebook buyers among the sample was in India, at 24% just ahead of Australia, the UK and the USA. Bringing up the rear are Japan and France. The Japanese figures might seem strange, as this is a market that has been very receptive to manga, often read on a mobile device. However, the answer to this probably lies in our definition of an ebook as: A complete book in digital format, read on either a dedicated ereader or a multifunction electronic device. 
  8. We see free econtent is an important driver to engage potential buyers in the ebook market. As you’ll see here, over half the Indian respondents have downloaded a free ebook in the last six months, with the Brazilian and South Korean markets almost as active.
  9. So, what does this show? That there are quite a number of countries round the world who are up there with the US – traditionally seen as a leader in this market – on their experience of and desire for ebooks. But being a high tech country does not necessarily equate into being an ebook ready country – see France and Japan. And whilst only 2% of the India population has so far purchased an ebook, with their huge population the number of people who have done so are much greater than those in the UK, where penetration is so much higher. 
  10. We asked about people’s intention to pay for digital content in the future. The numbers of people buying an ebook in Australia, UK and USA could grow by around 50%: from around 20% to around 30% doing so by the second half of the year. France looks set to overtake Japan in ebook adoption – but at still quite a low level (albeit with high growth rates). India and Brazil are the most involved countries, with the proportion buying an ebook in India set to double, and in Brazil to triple, over the next six months, to over 50% of the online population in both cases. 
  11. And there’s a similar pattern for future free downloading too, with over three-quarters of those in Brazil and India saying they are likely to download an ebook for free in the next six months. 
  12. Japan at 72% and France at 66% have the greater proportion who have no interest, past or future, in downloading e books, with India, Brazil the most interested overall – and some of the more mature markets (USA, UK) showing a potential to slow down.
  13. We have a very crowded ebook reader market.....
  14. and we have seen in both the UK and the US growth when a new ereader launches – and particular growth around the Christmas peaks
  15. The devices used for ereading varies hugely by country: we can see that India and Brazil are still relying heavily on pcs and laptops, with tablet use greatest in the USA and France, followed by Australia. Smartphone are important to S. Korea, whilst the dedicated ereading device has made a big impact in both the US and the US, but has yet to do so in many other markets.
  16. Not surprisingly, the dominance of dedicated ereaders (Kindles) results in Amazon dominating the US and the UK ebook markets too – used most often as their source of purchase by around two-thirds of ebook buyers. Amazon is important to all markets except S. Korea and Brazil. Other countries have very varied patterns: for example, India’s main source is publishers websites, while in France the websites of high street chains slightly outperform Amazon.