Consumer Attitudes Toward E-Book Reading EDITECH Conference | Milan, Italy | June 22, 2012
Š 2012, the Book Industry Study Group, Inc.
Standards and Best Practices
Education and Events
Research 2
Š 2012, the Book Industry Study Group, Inc.
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Š 2012, the Book Industry Study Group, Inc.
Rewind (2010 in review) % book buyers who purchased an e-book (US) 14% 13%
12% 10% 8% 6% 4% 2%
3%
0%
4
Š 2012, the Book Industry Study Group, Inc.
Trade by format Hardcover $5.400.000.000
$5.350.000.000
$5.300.000.000
$5.250.000.000
Hardcover
$5.200.000.000
$5.150.000.000
$5.100.000.000 '08 Ext. Value
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'09 Ext. Value
'10 Ext. Value
Š 2012, the Book Industry Study Group, Inc.
Trade by format Softcover $5.700.000.000
$5.600.000.000
$5.500.000.000
$5.400.000.000 Softcover $5.300.000.000
$5.200.000.000
$5.100.000.000
$5.000.000.000 '08 Ext. Value
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'09 Ext. Value
'10 Ext. Value
Š 2012, the Book Industry Study Group, Inc.
Trade by format Mass-market Paperback $1.550.000.000 $1.500.000.000 $1.450.000.000 $1.400.000.000 $1.350.000.000
Mass-market Paperback
$1.300.000.000 $1.250.000.000 $1.200.000.000 $1.150.000.000 '08 Ext. Value
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'09 Ext. Value
'10 Ext. Value
Š 2012, the Book Industry Study Group, Inc.
Trade by format E-books $1.000.000.000 $900.000.000 $800.000.000 $700.000.000 $600.000.000 $500.000.000
eBooks
$400.000.000 $300.000.000 $200.000.000 $100.000.000 $0 '08 Ext. Value
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'09 Ext. Value
'10 Ext. Value
Š 2012, the Book Industry Study Group, Inc.
BISG’s All-Time Favorite Chart!
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© 2012, the Book Industry Study Group, Inc.
Rewind (2010 in review) % book buyers who purchased an e-book (US) 14% 13%
12% 10% 8% 6% 4% 2%
3%
0%
10
Š 2012, the Book Industry Study Group, Inc.
2011 in review % book buyers who purchased an e-book (US) 18% 16% 14% 12% 10% 8% 6% 4% 2% 0%
11
17%
9%
Š 2012, the Book Industry Study Group, Inc.
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Š 2012, the Book Industry Study Group, Inc.
Fiction is stranger than truth 22,9% 20,9%
14,0% 13,7% 13,1%
8,5%
Fiction Romance Fiction Mystery Graphic Novels Biographies Cooking
3,1%
Qtr 1 2009
13
Qtr 2 2009
Qtr 3 2009
Qtr 4 2009
Qtr 1 2010
Qtr 2 2010
Qtr 3 2010
Qtr 4 2010
Qtr 1 2011
Š 2012, the Book Industry Study Group, Inc.
Qtr 2 2011
“E” questions to answer in 2012
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What is the continued growth capacity of Fiction?
When will the other genres get moving?
What roles does technology really play in adoption?
© 2012, the Book Industry Study Group, Inc.
Power Buyer = someone who purchases 4 or more books a month.
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Š 2012, the Book Industry Study Group, Inc.
Consolidated group of your best customers who share one common trait, regardless of ‘p’ or ‘e’…
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© 2012, the Book Industry Study Group, Inc.
A book buyer by any name… (or format) Heavy Book Buyers
Heavy Ebook Buyers
70% 60% 50% 40% 30% 20%
10% 0%
17
© 2012, the Book Industry Study Group, Inc.
Conversation rate of Power Buyers Q: When did you buy your first e-book? A: Within last 6 months 20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0%
18% 15% 12% 8%
Jan_11
May_11
Aug_11
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
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© 2012, the Book Industry Study Group, Inc.
Nov_11
Do not own a device Have purchased an ebook Do own a device Have never purchased an ebook
Why? 19
Š 2012, the Book Industry Study Group, Inc.
What keeps you from buying e-books?
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Š 2012, the Book Industry Study Group, Inc.
What keeps you from buying e-books? 12,0%
Lack of a good ereading device
10,0%
8,0%
6,0%
Difficult downloading process
4,0%
2,0%
0,0%
Dec 2010 Apr 2011 Jul 2011 Nov 2011 Feb 2012 Apr 2012 Jul 2012
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Š 2012, the Book Industry Study Group, Inc.
What keeps you from buying e-books? 20,0% 18,0%
Prefer print
16,0% 14,0% 12,0% 10,0% 8,0%
Difficult to share with others
6,0% 4,0% 2,0% 0,0%
Dec 2010 Apr 2011
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Jul 2011
Nov 2011 Feb 2012 Apr 2012
Š 2012, the Book Industry Study Group, Inc.
Jul 2012
Value of “Power Buyers” Print
‘E’ 22% of buyers
35% of buyers
53% of books purchased
60% of e-books purchased
50% of $$$ purchased © 2012, the Book Industry Study Group, Inc.
48% of $$$ purchased
Power Buyers demonstrate loyalty 60,0%
45%
44%
41%
43%
40,0%
32% 27% 20,0%
24%
20%
22%
15%
0,0%
Within the last MONTH
2 to 6 MONTHS ago
only e-books
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7 to 12 MONTHS ago
mostly e-books
1 to 2 YEARS ago
both p & e
Š 2012, the Book Industry Study Group, Inc.
2 or more YEARS ago
more print
“E” at the expense of “P” 100,0 90,0 80,0 70,0 60,0
42
56
69
66
62
50,0
40,0 30,0
e-book
16
20,0 10,0
26
paperback
21 15
0,0
Within the last MONTH
25
other
2 to 6 MONTHS ago
15
16
18
9
11
12
7 to 12 MONTHS ago
1 to 2 YEARS ago
2 or more YEARS ago
© 2012, the Book Industry Study Group, Inc.
hardcover
Scenario Planning
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Š 2012, the Book Industry Study Group, Inc.
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Š 2012, the Book Industry Study Group, Inc.
Fiction is stranger than truth 22,9% 20,9%
14,0% 13,7% 13,1%
8,5%
Fiction Romance Fiction Mystery Graphic Novels Biographies Cooking
3,1%
Qtr 1 2009
28
Qtr 2 2009
Qtr 3 2009
Qtr 4 2009
Qtr 1 2010
Qtr 2 2010
Qtr 3 2010
Qtr 4 2010
Qtr 1 2011
Š 2012, the Book Industry Study Group, Inc.
Qtr 2 2011
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Š 2012, the Book Industry Study Group, Inc.
2011 in review % book buyers who purchased an e-book (US) 18% 16% 14% 12% 10% 8% 6% 4% 2% 0%
30
17%
9%
Š 2012, the Book Industry Study Group, Inc.
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
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© 2012, the Book Industry Study Group, Inc.
Power Buyers demonstrate loyalty 60,0%
45%
44%
41%
43%
40,0%
32% 27% 20,0%
24%
20%
22%
15%
0,0%
Within the last MONTH
2 to 6 MONTHS ago
only e-books
32
7 to 12 MONTHS ago
mostly e-books
1 to 2 YEARS ago
both p & e
Š 2012, the Book Industry Study Group, Inc.
2 or more YEARS ago
more print
“E” at the expense of “P” 100,0 90,0 80,0 70,0 60,0
42
56
69
66
62
50,0
40,0 30,0
e-book
16
20,0 10,0
26
paperback
21 15
0,0
Within the last MONTH
33
other
2 to 6 MONTHS ago
15
16
18
9
11
12
7 to 12 MONTHS ago
1 to 2 YEARS ago
2 or more YEARS ago
© 2012, the Book Industry Study Group, Inc.
hardcover
Spending trends
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Š 2012, the Book Industry Study Group, Inc.
Spending trends
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Š 2012, the Book Industry Study Group, Inc.
Š 2012, the Book Industry Study Group, Inc.
36 36
Device preference
37
Š 2012, the Book Industry Study Group, Inc.
Device preference
38
Š 2012, the Book Industry Study Group, Inc.
On what device do you purchase your e-books? 70,0%
60,0%
50,0%
Computer
40,0%
Dedicated E-Reader 30,0%
Multi Function Device
20,0%
10,0%
0,0%
April 2010
39
May 2011
May 2012
Š 2012, the Book Industry Study Group, Inc.
Activity by device
40
Š 2012, the Book Industry Study Group, Inc.
Select the ways in which you use your tablet Source: Google AdMob, August 2011
90% 80% 70% 60% 50%
84% 78%
74% 61%
56%
51%
46%
42%
40%
30%
19%
20% 10% 0%
41
Š 2012, the Book Industry Study Group, Inc.
I spend more time on my tablet than I… Source: Google AdMob, August 2011
59% 60% 50% 40%
52% 43%
41% 34%
30% 20%
11%
10% 0%
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© 2012, the Book Industry Study Group, Inc.
Activity by device
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Š 2012, the Book Industry Study Group, Inc.
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Š 2012, the Book Industry Study Group, Inc.
What about the global e-book experience?
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Š Bowker Market Research 2012
GeM details and methodology
10 country study
Australia, Brazil, France, Germany, India, Japan, South Korea, Spain UK and USA.
Conducted online so that the samples effectively represent the populations with Internet access in each country.
© Bowker Market Research 2012
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GeM details and methodology
Fielded in early 2012 Weighted representative country sample* of >1000 persons 18+
The samples were designed and weighted to be representative of the adult (age 18+) population in terms of age, sex and region.
*India this was confined to the main cities © Bowker Market Research 2012
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World-wide e-book penetration Total pop
% with internet use
Est. % of total pop purchased e-book
m
%
%
Spain
22 203 65 82 1189 127 49 47
89.8 37.4 69.5 79.9 10.2 80.0 82.7 62.2
19 7 3 10 2 6 12 8
UK USA
62 313
82.0 78.3
17 16
Country ďƒŞ
Australia Brazil France Germany India Japan South Korea
48
Š Bowker Market Research 2012
Projected number of e-book buyers # who have bought an e-book in past 6 months (millions) 70 60
58
50 40 30
24
20
14
10 0
49
US
India
Brazil
11
UK
8 Germany
8
6
4
4
2
Japan
South Korea
Australia
Spain
France
Š Bowker Market Research 2012
World-wide e-book penetration 24 21
21
20
18 14
13
13
8 5
Base: All online adults
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Š Bowker Market Research 2012
Free as a driver in emerging markets 53 47
42 33
32 23 11
30
25
11
Base: All online adults
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Š Bowker Market Research 2012
Future growth potential
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Š Bowker Market Research 2012
Future digital behaviors – No Interest
53
Country
No interest past or future -%
Japan France USA Germany UK Australia Spain South Korea Brazil India
72 66 59 56 52 45 38 26 16 11 Š Bowker Market Research 2012
Future purchase intent Assessing market potential for purchased e-book
Very likely (4)
29
Fairly likely (3)
31 23
17 29 15
21
14 12
6
23 10
9 4
18
9
16
14
17
16
Base: All online adults
54
Š Bowker Market Research 2012
Genre profiles
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Š Bowker Market Research 2012
E-book genre - Fiction Bought
Free
100
80
60
80
80 69
69 55
57
53
80 79 65
67 65
66
60 52
56 47
44
40
20
0
Base: All buying complete/downloading for free
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Š Bowker Market Research 2012
72
67
E-book genre – Professional/Business Bought
Free
100
74
80
80 71
73 58
60
49
46 40
75
39
35
51 43
39
31
37
41 25
20
19
0
Base: All buying complete/downloading for free
57
© Bowker Market Research 2012
22 22
Crowded E-Reader Market
Devices used most often for reading PC/laptop USA UK Spain S. Korea Japan India Germany France Brazil Australia
Tablet
Smartphone
23
Ereader
29 30
Games console
11
14
36
15
47
22
12
4 3 20
76
18
2
12
72
14 22 60
2 3
22
28 23
7
11
13
50
40
11
9
46
20
3
39
59
0
1 4
10
18
40
1
36 18
37
Other
8 8 13
80
12
2 4 2 100
Base: All downloaderss
59
Š Bowker Market Research 2012
E-book purchase sources Amazon/Kindle
Publishers
Apple iBookstore/iTunes
Indie booksellers
High street chains
Direct sellers/other
USA
61
UK
4
7
66
Spain
4
30
S. Korea
5
14
16
Japan
13
India
16
26
0%
23 35 20%
6
10
22 29 10 12
5
21
19 7
8 60%
16
27
11
21 23
10
23
21
20
40%
3
11
12
10
11
11
22
11
8
13
17
16
12
9
Austr…
19
43
France
10
16
24
Germ… Brazil
7
20 12
5
19 8 80%
17 100% Base: All paid downloaders
60
© Bowker Market Research 2012
Angela Bole Deputy Executive Director Book Industry Study Group Website: www.bisg.org Email: angela@bisg.org
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