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Millennials & Media
The 2015 survey on millennials' reading habits revealed this generation prioritizes quality and value over brand loyalty, with a significant number utilizing libraries for information. Conducted by Publishing Technology and OnePoll, the survey of 2,000 US and UK respondents aged 18-34 explored how millennials acquire and share media, what influences their e-reading, and their purchasing habits. The findings provide insights into the types of media consumed, discovery methods, and preferences for e-content and print media.
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Millennials & Media
- 1. Millennials & Media Resultsof the 2015 survey #millennialreaders
- 2. Background Today’s rising generationof readers, known as millennials, includes digital natives, savvy social media users, and consumers who are more concerned with quality and value than brand loyalty. In September 2014, a Pew Research Center study stated that people under 30 read more than their elders and utilize libraries for information not found on the internet. To further validate this claim, Publishing Technology partnered with OnePoll to survey 2,000 respondents in the US and UK, aged 18-34, to dig deeper into the reading lives of millennials and identify the ways publishers could better connect with this audience. The aim of the research was to highlight: What types of media they read, including formats and devices How they acquire print books looking into where and how How they acquire econtent looking into where and how How they discover content socially, online and in physical locations How they share preferences with their peers What would encourage more ereading, including incentives and functionality Other media purchasing habits for both online and offline media This report provides the key data from this study.
- 3. Methodology Publishing Technology partneredwith OnePoll who interviewed a total of 2,000 consumers as part of the online survey. The survey polled 1,000 US and 1,000 UK millennial consumers, defined for the purpose of this study as people aged between 18 and 34 years old, asking them detailed questions about their reading and media consumption habits. This study covered how millennials discovered, bought and read books, as well as how they chose to consume newspapers, magazines and their attitudes towards content subscription. The research was conducted in January 2015 and the findings presented at Publishing Perspectives: Designing Books for Millennials Conference, New York, 26th March 2015.
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- 5. Which of thefollowing have you done within the past year? UK US 5% 51% 72% 37% 79% 36% 46% 31% 8% 36% 55% 13% 64% 19% 28% 26% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% None of the above Read a magazine or newspaper online Read a magazine or newspaper in print Read an ebook on a laptop/desktop computer Read a print book Read an ebook on a mobile phone Read an ebook on a tablet Read an ebook on a dedicated ereading device
- 6. How do younormally acquire the print books you read? UK US 3% 40% 52% 32% 45% 37% 53% 44% 4% 38% 43% 25% 27% 19% 21% 29% 0% 10% 20% 30% 40% 50% 60% Other eRetailer websites Chain bookstores Independent bookstores Used bookstores Mass retailers Public libraries From friends/family/colleagues
- 7. How would youquantify your spending on all books in the past year? 5% 9% 2% 15% 22% 12% 36% 13% 6% 4% 22% 14% 18% 23% 0% 5% 10% 15% 20% 25% 30% 35% 40% None of the above I obtained all my books through free sources I only purchased ebooks I only purchased print books I spent about the same on print books and ebooks I spent more on ebooks than print books I spent more on print books than ebooks UK US
- 8. If you owna dedicated ereading device, what brand is it? 36% 4% 9% 1% 50% 1% 48% 7% 8% 35% 0% 10% 20% 30% 40% 50% 60% Other None / not applicable Kobo Nook Kindle UK US
- 9. What platform(s) /app(s) do you use for reading ebooks on your computer, tablet or mobile phone? 20% 11% 13% 4% 58% 26% 38% 6% 4% 8% 41% 19% 0% 10% 20% 30% 40% 50% 60% 70% None Other app Nook Kobo Kindle iBooks UK US
- 10. How do younormally acquire the ebooks that you read? 5% 7% 26% 22% 42% 57% 4% 10% 8% 16% 38% 45% 0% 10% 20% 30% 40% 50% 60% Other None Library services such as Overdrive Subscription services such as Oyster, Scribd or Kindle Unlimited Purchase on dedicated ebook reading device Purchase through ereading apps UK US
- 11. How has yourspending on ebooks and ebook services changed in the past year? 22% 19% 41% 18% 21% 13% 49% 17% 0% 10% 20% 30% 40% 50% 60% I only acquired ebooks through free sources over the past year I spent more than the year before I spent about the same as the year before I spent less than the year before UK US
- 12. Would any ofthe following encourage you to read more ebooks? 13% 31% 10% 10% 17% 14% 36% 37% 23% 9% 10% 55% 33% 10% 5% 5% 6% 8% 17% 16% 12% 8% 9% 36% 0% 10% 20% 30% 40% 50% 60% None of the above Ability to freely share ebooks with others Embedded multimedia such as music and video Interactive links to outside sources Platforms with better access and ease of use Better proofreading/editing of books Free ereading device Free ebook content bundling with print books Improved overall reading experience Pay per chapter books Shorter content forms Price promotions UK US
- 13. How do yougenerally discover the books/ebooks that you purchase and/or read? 7% 2% 45% 34% 24% 15% 19% 14% 28% 21% 19% 18% 31% 12% 17% 32% 1% 19% 27% 14% 9% 9% 13% 6% 17% 10% 13% 12% 21% 8% 0% 12% 18% 0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50% Other None / not applicable Word-of-mouth referrals Social media Public libraries Radio or television Print news or magazines Book clubs Browsing through physical retail shops Online communities such as Goodreads Media websites such as published book reviews Publisher websites Browsing through eretailer websites Ebook subscription service Through dedicated ebook reading device Through ereading app(s) UK US
- 14. Do you share/recommend/reviewbooks/ebooks through any of these resources? 16% 54% 39% 16% 18% 14% 20% 37% 25% 13% 8% 14% 14% 12% 0% 10% 20% 30% 40% 50% 60% None of the above Word-of-mouth Social media Book clubs Online communities such as Goodreads On publisher websites On eretailer websites UK US
- 15. What other typesof print/offline media do you typically purchase? 11% 16% 53% 38% 48% 30% 26% 9% 35% 27% 25% 13% 0% 10% 20% 30% 40% 50% 60% Other DVD/Blu-ray (subscription service) DVD/Blu-ray (individual discs) Recorded music Magazine subscriptions Newspaper subscriptions UK US
- 16. What other sortsof digital media do you typically purchase? 11% 45% 19% 57% 17% 29% 63% 24% 16% 11% 34% 13% 18% 40% 0% 10% 20% 30% 40% 50% 60% 70% None Streaming video service or membership Music (subscription service) Music (individual songs or albums) Newspaper articles/subscriptions Magazine articles/subscriptions Apps/games UK US
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Editor's Notes
- #3 Since 1977, Our content systems provide software to manage the publisher enterprise and supply chain and fulfillment applications. VISTA, advance, ICS and author2reader are three of the products in this arm of our organization. Specifically, we provide royalties, permissions, editorial & production, online sales & marketing and Digital & Print Distribution for trade and scholarly publishers. Our enterprise solutions are installed in 75% of the 15 largest publishers. Example: Notably the distribution of every original English-language Harry Potter title worldwide (and all JK Rowlings Royalty checks…), Also, mega hit fifty shades of gray moves through our system. Example: 7m paper copies sold in the UK to date (that is a lot – bordering on Harry Potter levels) were all distributed through the oldest operational Vista system at Random House. Conclusion: Mix of Trade and Scholarly Publishers. Since, 1990 Publishers Communication Group (PCG) provides global sales and marketing consultancy. Scholarly publishers outsource projects in market research and telemarketing campaigns. Or publishers hire PCG to sell their content to librarians. Publisher like BioOne and Bloomsbury have hired our team to sell their prestigious content internationally. PCG’s market research helps drive software development in our online products. Since 1998, Publishing Technology has been in the online hosting business with our flagship product ingentaconnect and our newer, customizable technology pub2web. Over 275 publishers utilize these services.
- #4 Publishing Technology has over 400 customers. This slide shows some of the most notable. Harper Collins is a recent multi-million dollar sale. They selected us because of our international reach and our ability to roll out the largest global publishing fulfillment system. We are the only company ever to provide a global publishing ERP solution: Elsevier is combining VISTA book and journal fulfillment across half a dozen global offices in the world’s biggest publisher solution to date. AIP used to be in the hosting business and they chose us to develop their next platform which will launch this Spring (2013).
- #9 General scope: Multi publisher Multi currency Multi language