Ebook data presented by Angela Bole (BISG) and Kelly Gallagher (Bowker PubTrack) at Book Expo America 2011 on 5/23/11. This includes ebook data from the Consumer Attitudes and Student Attitudes surveys conducted by the Book Industry Study Group.

1. The E-Book Era is Now:
What does it look like from a consumer perspective and
what do we do about it?
BEA | May 24, 2011
1 © 2011, the Book Industry Study Group, Inc.

2. Two Studies…
Methodology
PubTrack™ Consumer
panel of U.S. book
buying men, women
and teens balanced to
US Census
Report
2 of 4 Survey pool of ~78K
April 2011 book consumers at the
time of last fielding
95% probability
threshold
2-Year Study – 5 publications to date
2 2 © 2011, the Book Industry Study Group, Inc.

3. Two Studies…
Methodology
PubTrack™ Consumer
panel of U.S. college
students – All
institution types – all
grade levels balanced
to statistics from
American Council on
Education
1,500 students per
fielding
95% probability
2-Year Study – 2 publications to date
threshold
3 3 © 2011, the Book Industry Study Group, Inc.

4. ‘Amazon's Kindle E-Books
Outselling Paper Books’
4 © 2011, the Book Industry Study Group, Inc.

5. Trade E-Book Market Growth Rate
16.0%
est. % ebooks purchased
14.0%
All Markets 14.8%
12.7%
12.0% 12.2%
11.50%
10.0%
9.0%
8.0%
7.0%
6.0% 5.2%
4.9%
4.6%
4.0% 3.9% 3.6% 4.1% 4.3%
2.8% 3.2%
3.5%
2.8% 2.8% 2.8%
2.4% 2.6%
2.0% 1.9% 2.0% 2.0% 2.0%
0.0%
5 © 2011, the Book Industry Study Group, Inc.

6. Higher Ed Textbook Market Spring 2011
6 © 2011, the Book Industry Study Group, Inc.

7. 7 © 2011, the Book Industry Study Group, Inc.

8. How do you define E-Book?
8 © 2011, the Book Industry Study Group, Inc.

9. Merging of Software, Hardware, Retail,
and Content
9 © 2011, the Book Industry Study Group, Inc.

10. Who is Today’s Core Trade E-Book Buyer?
• Woman (66%)
• ~44 years old
• HH Income ~$77K Yr
• Predominantly Fiction
(58% of all ‘e’ sold)
Buyer – mostly
Romance
10 © 2011, the Book Industry Study Group, Inc.

11. Core buyer of trade E-Books is growing and has
tremendous buying power!
Frequency of Purchase
11 © 2011, the Book Industry Study Group, Inc.

12. Tracking the Trade Power Buyers for Clues
12 © 2011, the Book Industry Study Group, Inc.

13. Who is Today’s Core E-Textbook Buyer?
• Male
• ~23
• Graduate Student or
Distance Learner
• More likely ‘pirate’ print
or digital texts then
under-classmen
• Still only buys a small
portion of his texts 17%
as ‘e’
13 © 2011, the Book Industry Study Group, Inc.

14. E-Texts do not have a clear source for download
14 © 2011, the Book Industry Study Group, Inc.

15. Kindle is the dominant source for Trade E-
Book downloads…
15 © 2011, the Book Industry Study Group, Inc.

16. Dedicated e-readers Now Dominate
the Trade Market…
16 © 2011, the Book Industry Study Group, Inc.

17. …And Kindle still dominates the trade
device market…
45
41 November 2010 January 2011
40 39
35
30
25
20
15
15
10 10
10 7
5 6
5 4 3
0
Kindle iPhone iPad Sony Nook
17 © 2011, the Book Industry Study Group, Inc.

18. …Not So in the Higher Ed Market
Spring Semester 2011
18 © 2011, the Book Industry Study Group, Inc.

19. Feature requirements from students
are demanding on E-Books
19 © 2011, the Book Industry Study Group, Inc.

20. When given a choice, students choose
print over ‘e’ 3 out of 4 times…
Format preference:
No preference
13%
E-
textbook
12%
Physical
textbook
75%
20 © 2011, the Book Industry Study Group, Inc.

21. …And find
‘other’
forms of
digital
content
more useful
than E-
Books
21 © 2011, the Book Industry Study Group, Inc.

22. For now, devices are meeting the
expectations of trade E-Book buyers
22 © 2011, the Book Industry Study Group, Inc.

23. While still lacking functionality, students
perceive similar value points to trade
23 © 2011, the Book Industry Study Group, Inc.

24. Wish list of trade E-Book buyers offer
clues for the future
24 © 2011, the Book Industry Study Group, Inc.

25. Similarly, customer satisfaction can offer
strong clues as well…
25 © 2011, the Book Industry Study Group, Inc.

26. Customer satisfaction can also play a big
role in future purchase
26 © 2011, the Book Industry Study Group, Inc.

27. Recommendation from a friend on
device purchase plays important role
27 © 2011, the Book Industry Study Group, Inc.

28. At the end of the day… what impact
are E-Books having on the HE market?
Higher Ed Market –
• Too early to tell
– Device development
– Entrenched Traditional
Learning Models
– ‘Digital Fatigue’
– Cost Barriers
– Maturing Content Platforms
28 © 2011, the Book Industry Study Group, Inc.

29. At the end of the day… what impact are
E-Books having on the Trade market?
29 © 2011, the Book Industry Study Group, Inc.

30. What impact are E-Books having on
the Trade market?
30 © 2011, the Book Industry Study Group, Inc.

31. Trade E-Book Consumers are buying
more titles…
31 © 2011, the Book Industry Study Group, Inc.

32. How does this show in the $$$?
32 © 2011, the Book Industry Study Group, Inc.

33. …Majority of trade consumers now
report spending more money overall
33 © 2011, the Book Industry Study Group, Inc.

34. The bigger the E-Book market gets…
34 © 2011, the Book Industry Study Group, Inc.

35. Thank you!
Kelly Gallagher
Kelly.Gallagher@Bowker.com
For Consumer Attitudes Study
Angela@BISG.org
35 © 2011, the Book Industry Study Group, Inc.
35