3of13 - Making Information Pay 2010 (Kelly Gallagher, RR Bowker)

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Business

Publishing Points of No Return–
A Consumer Perspective

Bowker PubTrack™ Consumer - © 2010

significant impacts
affecting consumer
points of no return…

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Bowker PubTrack™ Consumer - © 2010

#1 proliferation of choice
and access to content

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Bowker PubTrack™ Consumer - © 2010

New Model
Book Demand Chain

The Consumer has become King or Queen!
Consumers define the marketplace

Bowker PubTrack™ Consumer - © 2010 6

Living in a 24/7/365 supply chain

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Bowker PubTrack™ Consumer - © 2010

Creation of a Self-Contained
Eco Supply Chain Systems

Delivery – Price Driver – Content Gateway
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Bowker PubTrack™ Consumer - © 2010

Growth of Internet Channel
% of Market
25%

20%

15%

10% % of Market

5%

0%
1995 2004 2009

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Bowker PubTrack™ Consumer - © 2010

An infinitely long tail

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Bowker PubTrack™ Consumer - © 2010

US Book Production Numbers
Traditional Book Title Output (# of new ISBN's)
300,000
290,000
280,000
270,000
260,000
250,000
240,000
230,000
2005 2006 2007 2008 2009
Traditional Book Title Output

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Bowker PubTrack™ Consumer - © 2010

US Book Production Numbers
Traditional Books
300,000
290,000
280,000
270,000
260,000
250,000
240,000
230,000
2005 2006 2007 2008 2009
Traditional Books

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Bowker PubTrack™ Consumer - © 2010

US Book Production Numbers
Chart Title
900,000
800,000
700,000
600,000
500,000
400,000
300,000
200,000
100,000
0
2005 2006 2007 2008 2009
Traditional Books Non-Traditional Books

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Bowker PubTrack™ Consumer - © 2010

Over 12 Copies Sold!

Micro Niche
Publishing in
the land of
limitless
choices
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Bowker PubTrack™ Consumer - © 2010

#2 going digital

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Bowker PubTrack™ Consumer - © 2010

This changes everything!

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Bowker PubTrack™ Consumer - © 2010

Gender & Age of ‘p’ & ‘e’book buyers, 2009

Print Buyers E-Book Buyers

0%
23% 20%

20% Males <45
19% 22% Females <45
Males > 45
40%
Females >45
35% 29%
60%

80% 29%
23%

100%
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Bowker PubTrack™ Consumer - © 2010

E-book Conversion ‘Stickiness’

1st Fielding…
(Nov 2009)

…compared
to 2nd Fielding
(Jan 2010)

19 © 2010, the Book Industry Study Group, Inc.

Cannibalization of Print Books?
1st Fielding…
(Nov 2009)

2nd Fielding
(Jan 2010)

20 © 2010, the Book Industry Study Group, Inc.

E-book Impact on Where Print Books are Purchased

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Bowker PubTrack™ Consumer - © 2010

E-book Impact on Where Print Books are Purchased

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Bowker PubTrack™ Consumer - © 2010

The crowded E-Device market today
One Device used most frequently

i-Phone/
Any Computer Kindle i-touch Sony Reader
37% - 11% 32% - 10% 10% 9% - 4%

Mobile B&N Nook Netbook/Tablet
4% 3% - NEW 2% - NEW

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Bowker PubTrack™ Consumer - © 2010

The crowded E-Device market today
One Device used most frequently

i-Phone/
Any Computer Kindle i-touch Sony Reader
37% - 11% 32% - 10% 10% 9% - 4%

Mobile B&N Nook i-Pad Netbook/Tablet
4% 3% - NEW 3% - NEW 2% - NEW

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Bowker PubTrack™ Consumer - © 2010

The i-Pad
Impact on Male
e-Book Buyers
Somewhat Already Pre-
Likelihood to buy i-Pad : Very likely likely ordered

All Book Buyers 4.3% 9.2% 1.0%

Males 18 - 29 11.3% 10.4% 1.3%

Males 30 - 44 8.2% 17.2% 1.3%

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Bowker PubTrack™ Consumer - © 2010

Shifting of
#3 communication
mediums

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Bowker PubTrack™ Consumer - © 2010

Online Influence vs. Traditional Print/Media
0.8
0.7
0.6
0.5
0.4
0.3
0.2
0.1
0

Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 Qtr 4 2009
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Bowker PubTrack™ Consumer - © 2010

Growth of Book Buyers Engaged in
Social Networks
69%
68%
70%
68% 65%

66%
62%
64% 60%
62%
60%
58%
56%
Social Network Participation rate:

Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 Qtr 4 2009 Qtr 1 2010

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Bowker PubTrack™ Consumer - © 2010

Fad or Trend? Use of Social Networks by Age

90%
80%
70%
60% Facebook
50% MySpace
LinkedIn
40%
Twitter
30%
Other
20%
10%
0%
13 to 29 30 - 54 55+

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Bowker PubTrack™ Consumer - © 2010

Trend Growth and Declines of Social Networks
Social Network Use of Book Buyers
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 Qtr 4 2009 Qtr 1 2010
Facebook
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Bowker PubTrack™ Consumer - © 2010

Trend Growth and Declines of Social Networks
Social Network Use of Book Buyers
Social Network Use of Book Buyers
100%
100%
90%
90%
80%
80%
70%
70%
60%
60%
50%
50%
40%
40%
30%
30%
20%
20%
10%
10%
0%
0%
Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 Qtr 4 2009 Qtr 1 2010
Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 Qtr 4 2009 Qtr 1 2010
Facebook
Facebook MySpace
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Bowker PubTrack™ Consumer - © 2010

Thank You!

Kelly Gallagher
Vice President Publishing Services
RR Bowker
Kelly.Gallagher@Bowker.com
908.425.7689

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Bowker PubTrack™ Consumer - © 2010

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