4. General situation
60 millions people
57-58 millions people >6 years
old
(5% illiterate)
52,4 millions people >14 years old
4% of total readers are strong readers and â alone â
bought as much as 36% of the books sold in 2013
Source ISTAT
34% of Italians
never used Internet
(Source Eurostat, 2013)
5. Year Readers Buyers
2011 49% 44%
2012 46% 41%
2013 43% 37%
People who bought/read at least 1 book in a year
a
v
e
r
a
g
e
d
e
c
r
e
a
s
e
Source CePeL (Centro per il Libro e la Lettura, 2014)/Nielsen
21.9 millions readers
19.2 millions buyers
Readers?
7. Paper Ebook Paper Ebook
Buyer Readers
19.2 millions 21.9 millions
1 million 1.9 millions
Paper vs ebook
Cepel (Centro per il Libro e la Lettura, 2014)/Nielsen
8. Ebook. Some numbers
⢠Approximately 30 millions ⏠of business generated
(2013)
⢠1978 editorial brands and production-book (Source AIE)
⢠In 2013 were downloaded more than 7 millions
copies (AIE says between 4 and 7 millions. What a difference!)
⢠53% of the new titles are also published in digital
version (they were 29% in 2012) (Source Nielsen)
9. 1619 7559
31615
95130
2010 2011 2012 2013
Titles published as ebooks
0.1
0.9
2
3.6
2010 2011 2012 2013
Growth of the ebook
market (%)
Source AIE/Nielsen
Expected 6% in 2014âŚ
(on the total books market)
10. AIE says:
3.500 titles
5% of the ebooks produced in Italy
⌠and what about the ebooks without ISBN?
Selfpublishing?
No data available
11. Year Millions of copies bought
2011 1.0
2012 2.7
2013 4.0
Year Millions of copies read
2011 3.4
2012 5.5
2013 7.4
+48%
+35%
Bought vs readed
Source CePeL (Centro per il Libro e la Lettura, 2014)/Nielsen
13. ⢠buyers grow
⢠readers grow
20% of buyers and 25% of readers bought/read
only ebooks
SoâŚ
Those who have spent money to buy an e-reader are
primarily strong readers
17. In May 2013
⢠ePub: 49.0%
⢠Pdf: 36.4%
⢠Mobipocket 12.8%
⢠Doc: 1.5%
⢠Other format: 0.3% %
E-book format
Dual format?
Source AIE/Editech
e.g. Counted auto-conversions
from Amazon?
18. Composition of the total catalog of eBooks
(% for publisher)
Gruppo Mondadori 12.3%
Gruppo RCS 12.2%
Gruppo GeMS 9.8%
Feltrinelli 3.5%
Gruppo Giunti 2.7%
Newton Compton 2.1%
Other publishers 57.4%
Publishers and ebook
Source AIE/Editech
19. ⢠Discount from the store is 25-35%.
⢠Distributor takes 5-7%, the remaining goes to
the publisher
⢠More agreements or just one agreement
(reseller/agencies Amazon, Google ecc.) for
every publisher
Publishers
20. There is no information about the percentage of pirated ebooks
⢠Hard DRM = higher piracy
⢠What? Best sellers, professional, âuniversutaryâ books
⢠Relationship price-value perceived (lower than books)
DRM & piracy
ISTAT
DRM adopted (May 2013) %
Adobe DRM 33.5
Social DRM 42.4
None 14.3
Not specified 9.8
AIE
80.6% of ebooks published in Italy are protected by DRM (2013).
The percentage drops to 59.4% for the ones published by medium publishers
and to 35.9% for small publishers
75.9%
21. ⢠4 (Book Republic, Edigita, Mondadori, Simplicissimus)
⢠40 +/- stores (Bookrepublic, Simplicissimus, IBS, Hoepli,
Feltrinelli, Mediaworld, MLOL ecc.)
ď In some case they are also publishers, distributors, resellers, bookstore
on line
⢠Amazon, Apple, Google Play, Kobo, B&N (retail)
Italian distributors
22. ⢠Kobo (Mondadori, Feltrinelli)
⢠Kindle (Giunti, Hoepli)
⢠IBS (gruppo Messaggerie), CuboLibri (Telecom Italia)
have their own ereader
⌠of course, Kobo and Kindle are selling also directly
from Kobobooks and Amazon stores
Ebook reader
23. VAT
VAT for ebook is 22%
(vs Apple-Amazon-Kobo -> VAT 3%)
Reduced VAT for books is 4%
24. Italianâs problems
⢠VAT 22%!
⢠Sleeping publishers
⢠Business models (price, but not only)
⢠Perceived value (lower)
⢠Bulimic production (perception that comes from
the paper. Consequence: dispersion of the
promotion work)
⢠Selfpublishing (opportunity and problem for cost /
quality)
