Blackwell’s Bookshops Student & Lecturer Survey Results March 2019
Blackwells.co.uk
Student & Lecturer Survey Results
Introduction 2019 marks Blackwell’s 140th anniversary. In that time we have built an unrivalled reputation for academic and campus bookselling and currently trade in 23 University locations across the UK. To remain relevant on campus and ensure we understand the attitudes of students and academics towards the bookselling services we provide, each year we undertake a comprehensive student and lecturer survey. The purpose of this research was threefold: 1. To understand the effectiveness of our ‘Student Price Match Guarantee’ offer for students 2. To gauge student and lecturer attitudes towards textbook based learning and what their preferences are in terms of physical and digital resources 3. To ascertain the level of support from academics for the presence of a bookshop on campus Research carried out via survey to Universities between November/December 2018. All responses were anonymous and no personal data retained.
23
University towns or campus locations across the UK
506
students took part in this survey
338
teaching staff gave their responses
35
UK Universities were involved in gathering this data
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March 2019
University bookselling: evolution & change In 2019 Blackwell’s has opened a new flagship bookshop at the University of Manchester and will open our first permanent bookshop in Northern Ireland supporting Queens University Belfast. At the same time our survey results are set against the backdrop of a challenging environment for both Universities and retailers. Factors include: - Demographic reduction in the number of UK domiciled 18 year olds applying to University - The lack of readiness of new students for a University education - Student expectation that learning resources are provided free of charge - The digitisation of learning resources - The growing dominance of Amazon and the growth of online retail - The increasing costs of keeping retail shops open for trade – staffing, rates and rents
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Student & Lecturer Survey Results
Our findings The results support three positive propositions: 1. Textbooks remain the most popular and most useful resource for undergraduate students 2. Students express a clear preference for the physical textbook over the eBook version of the same text 3. Campus bookshops are viewed as vital by Lecturers to ensure students have access to the textbooks they require But also uncovered two areas which put our campus bookselling model at risk: 1. 30% of students beginning their University education in 2108 told us they didn’t buy a single textbook in the autumn term. A figure which has doubled from the year before 2. Fewer than a third of lecturers told us it was vital to endorse their campus bookshop as the student destination for textbook purchase Despite the challenges of our sector, Blackwell’s is the only bookseller in the UK still opening new University bookshops. The results overleaf are clear that our proposition based on unbeatable value, great availability and the convenience of a campus based shop is successfully converting students to shop with Blackwell’s.
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March 2019
Lecturers attitudes towards textbooks Does the textbook remain an important resource for undergraduate students?
8.9%
82%
9.5%
Yes No Not sure 81.6%
of Lecturers see the textbook as an important resource for undergraduate students
Do you personally use textbooks or other recommended course books in your teaching?
8.9%
Yes No 91.1%
91%
of Lecturers use textbooks in their teaching
Lecturers said… ‘Increasingly, students prefer to read books again and they are an important reference point accessible at all times.’ ‘Students need a comprehensive resource, not just bits and pieces picked up off the internet.’ ‘...because textbooks provide an in-depth critical analysis of key topics and a collection of opinions from a wide range of expert sources.’
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Student & Lecturer Survey Results
The undergraduate learning mix The textbook remains pre-eminent, but Lecturers are utilising a wide variety of sources to support teaching.
350 300 250 200 150 100 50 0 Course notes - printed
Course notes - through VLE
Journal articles
Google search or Google
Online video content
Interactive digital
Academic databases
Despite the growing utilisation of YouTube, Academic Databases and VLE’s Lecturers were clear on why the textbook was preferred. ‘Student’s often say they would rather read a book that they can hold in their hands than read online. Also, textbooks offer a comprehensive basis for concepts, theories, etc. and are often written in more accessible language than available online resources.’ ‘It is a key source of reliable and basic knowledge. Textbooks summarize knowledge much better than any other source, and they are (typically) reliable.’
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March 2019
Lecturers & their campus bookshop Lecturers want to be free to direct students to their handpicked learning resources and feel strongly they should be able to recommend their own choice of textbooks to their students.
‘For some years Blackwell’s have been able to provide ‘value packs’ which are sold at a bookstall outside the first lecture. This is a fantastic method of business, advantageous both to Blackwell’s and the students.’
How important is it to your teaching?
200
100
0 That you have control of the learning materials utilised on your course?
Essential
Very important
That you are able to recommend textbooks to students for study
Useful
That you are free to endorse your campus bookshop as a destination for textbook purchase
No opinion
Lecturers are less keen to endorse their campus bookshop as the destination for textbook purchases. Blackwell’s believe this is for three reasons: - Universities, conscious of the hidden costs of being a student, are increasingly reluctant to ask students to purchase texts - A pedagogical drive to support eBook provision within the University - Lecturers are uncomfortable recommending a commercial organisation to students Lecturers do believe that a bookshop remains vital to campus life nevertheless
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Student & Lecturer Survey Results
How important is a campus bookshop?
82%
of Lecturers agreed it was important to stock the relevant reading list materials
74%
of Lecturers felt it was essential to have a bookshop on campus
59%
of Lecturers felt students should be supported in the cost of acquiring learning resources
Blackwell’s was recognised by Lecturers for providing a very high level of service to teaching teams ‘My campus Blackwell’s store is great at making and maintaining relationships and is very responsive to my needs and I believe the needs of my students. It is difficult to think how they might be better than they are.’ ‘Blackwell’s offers excellent support and is a great presence at our live events.’
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March 2019
Student perception of Blackwell’s What is your perception of value for money at Blackwell’s?
16.2% Blackwell’s offers good value 37.9%
9.4%
Blackwell’s is reasonable value Blackwell’s is expensive Blackwell’s is very expensive I don’t have a view
33.8%
72%
of students believe Blackwell’s offer value for money despite the cost of textbooks
The key reason for student’s positive perception is our ‘Student Price Match Guarantee’ offer through which students can match our prices to other booksellers. Did Blackwell’s Student Price Match Guarantee persuade you to shop in Blackwell’s
20%
23.3%
Yes No I don’t know
Student Price Match Guarantee Find a lower price at Amazon, Waterstones or WHSmith and we’ll match it
Terms and Conditions apply. Ask instore for full details.
56.7%
Instore only
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Student & Lecturer Survey Results
Students prefer textbooks Compared to all other learning resources, students prefer textbooks, although free resources are popular too!
Most prefer Textbooks (paper copy)
E TextBooks
Lecturer notes - print or digital
Prefer Not bothered Dislike Most dislike I don’t use this resource
Digital coursework an assessment
Open Access/Google search content
Journals
Where did you buy your course books this term?
21.5% 32.5%
Blackwell’s I bought my books somewhere else I don’t buy any course books
46%
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Blackwell’s enjoys a strong share of student spend on textbooks in the Universities where we trade -4 6% of students bought from Blackwell’s, either in shop or on Blackwells.co.uk -T his compares to 21% of students who bought somewhere else – mostly Amazon -3 3% of students did not buy a textbook for their course -T his compares to 29% of students who bought no texts for their course the previous year
March 2019
Our conclusion Despite the revolution in learning created by the growth of online and digital resources, textbooks remain critical to Undergraduate education 1. Students overwhelmingly express a strong preference for physical textbooks over other learning resources 2. Lecturers are also clear that students continue to require access to textbooks in order to complete their studies 3. Blackwell’s Student Price Match Guarantee’ offer is successful in ensuring those students who require a textbook choose to buy from Blackwell’s Universities will improve their provision of learning by: 1. Expanding the provision of free material through VLEs 2. Growing the provision of eBooks and other learning databases through University libraries 3. Utilising new learning channels in the classroom such as YouTube and digital assessment packages However, Blackwell’s is confident that students will continue to choose textbooks as their most important study resource. Blackwell’s believes that by continuing to work with students and Universities, we will remain the bookselling partner of choice to the Higher Education sector for many years to come.
Student Price Match Guarantee Find a lower price at Amazon, Waterstones or WHSmith and we’ll match it
Terms and Conditions apply. Ask instore for full details.
Instore only
Instore only
Shop instore and online at Blackwells.co.uk
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Student & Lecturer Survey Results
Blackwell’s Improved Student & Staff Offer - Through Blackwells.co.uk we are launching a new customer ordering service in all our campus shops, offering free delivery, best UK price and access to over 16 million titles to order from
How you can help?
- Our campus shops will become ordering and collection hubs for staff and student with an unrivalled service and range
-P rovide our shop teams with access to Staff meetings, Teaching and Learning Conferences and new Staff inductions so we can introduce our services throughout campus
- Our Second-Hand offer will continue to grow in 2019 ensuring we can recycle all unwanted books - It’s not just books, Blackwell’s offers the broadest range of pens, paper, filing, tech accessories and peripherals to the student population - Supported by our events, festival and conference bookselling services around campus and within the cities in which we are based - And of course we remain committed to our Student Price Match Guarantee, providing unbeatable value to students
-S upport Blackwell’s Student Price Match Guarantee and Bundling service to ensure students can purchase their texts at unbeatable value
-E ndorse our bookshop to students in the confidence our Student Price Match Guarantee offers students the best UK price on their reading list titles -T ake advantage of our procurement and library supply services under the auspices of agreements such as the Joint Consortia Framework Agreement and the Scotland Excel Framework -P rovide students with a University funded textbook eStudy Card – utilising our campus bookshop and Blackwells.co.uk as shopping destinations
Will Williams, Head of Academic Sales for Blackwell’s says... ‘It is an exciting time to head up Blackwell’s Academic Shops region. We have just opened our stunning new flagship in Manchester and will shortly open our first ever permanent shop in Belfast. With the support of lecturers up and down the country we are defying expectation and proving the physical textbook has a viable future. This year we are placing our campus shops at the heart of a new customer ordering service ensuring all students and staff benefit from the book ordering service provided by Blackwells.co.uk - online pricing on all orders, 15 million plus books to order from and free delivery to halls, home or faculty. Blackwell’s will continue to improve student value and refine our bookselling services. In return we ask for your continuing or increased support so that each one of our bookshops continues to thrive in a challenging environment for both retail and Higher Education.’ Contact: Will Williams Will.Williams@Blackwells.co.uk
Or your local campus bookshop to find out more about how we can support your students needs. Blackwells.co.uk/shops
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