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Ibpa university 2012 angela bole & kelly gallagher
1.
Consumer Attitudes Toward E-Book
Reading
2.
© 2012, the
Book Industry Study Group, Inc, R.R. Bowker
3.
Rewind
% book buyers who purchased an e-book (US) 14% 12% 13% 10% 8% 6% 4% 2% 3% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
4.
© 2012, the
Book Industry Study Group, Inc, R.R. Bowker
5.
% book buyers
who purchased an e-book (US) 14% 12% 13% 10% 8% 6% 4% 2% 3% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
6.
% book buyers
who purchased an e-book (US) 18% 16% 17% 14% 12% 10% 8% 9% 6% 4% 2% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
7.
Really? © 2012, the
Book Industry Study Group, Inc, R.R. Bowker
8.
Yes, really. but…
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
9.
Fiction is Stranger
than Truth 22.9% 20.9% Fiction 14.0% Romance Fiction Mystery 13.7% 13.1% Graphic Novels 8.5% Biographies Cooking 3.1% Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 © 2012, the Book Industry Study Group, Inc, R.R. Bowker
10.
Q3 2011Genre Share
and E-Book % Adult Fiction 26% Juvenile 11% Adult Non Fiction 15% Religion 12% Young Adult 17% 11% Science Fiction 29% Christian Fiction 40% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
11.
“e” Questions to
Answer in 2012 • 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, R.R. Bowker
12.
Power Buyer =
someone who purchases 4 or more books a month. Consolidated group of your best customers who share one common trait – regardless of ‘p’ or ‘e’ © 2012, the Book Industry Study Group, Inc, R.R. Bowker
13.
A Book Buyer
by any Name… (or Format) Heavy Book Buyers Heavy Ebook Buyers 70% 60% 50% 40% 30% 20% 10% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
14.
Conversion rate of
heavy book buyers to “e” slowed in 2011 Q: When did you buy your first eBook? A: Within last 6 months 20% 18% 18% 16% 14% 15% 12% 12% 10% 8% 8% 6% 4% 2% 0% Jan_11 May_11 Aug_11 Nov_11 © 2012, the Book Industry Study Group, Inc, R.R. Bowker
15.
Do not own
a device Why? Have purchased an ebook Do own a device Have never purchased an ebook © 2012, the Book Industry Study Group, Inc, R.R. Bowker © 2012, the Book Industry Study Group, Inc, R.R. Bowker
16.
What keeps you
from buying e-books? © 2012, the Book Industry Study Group, Inc, R.R. Bowker
17.
Value of Power
Buyers Print ‘e’ 35% of 22% of Buyers Buyers 60% of eBooks 53% of Books Purchased Purchased 50% of $$$ 48% of $$$ Purchased Purchased © 2012, the Book Industry Study Group, Inc, R.R. Bowker
18.
Power Buyers Demonstrate
Loyalty 60.0% 45% 44% 43% 41% 40.0% 32% 27% 24% 22% 20% 20.0% 15% 0.0% Within the last MONTH 2 to 6 MONTHS ago 7 to 12 MONTHS ago 1 to 2 YEARS ago 2 or more YEARS ago only e-books mostly e-books both p & e more print © 2012, the Book Industry Study Group, Inc, R.R. Bowker
19.
“E” at the
Expense of “P” 100.0 90.0 80.0 70.0 42 56 62 60.0 69 66 other 50.0 e-book 40.0 paperback 30.0 16 hardcover 21 20.0 16 18 26 15 10.0 15 9 11 12 0.0 Within the last 2 to 6 MONTHS 7 to 12 MONTHS 1 to 2 YEARS ago 2 or more YEARS MONTH ago ago ago © 2012, the Book Industry Study Group, Inc, R.R. Bowker
20.
Scenario Planning © 2012,
the Book Industry Study Group, Inc, R.R. Bowker
21.
Fiction is Stranger
than Truth 22.9% 20.9% Fiction 14.0% Romance Fiction Mystery 13.7% 13.1% Graphic Novels 8.5% Biographies Cooking 3.1% Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 © 2012, the Book Industry Study Group, Inc, R.R. Bowker
22.
Scenario Planning © 2012,
the Book Industry Study Group, Inc, R.R. Bowker
23.
% book buyers
who purchased an e-book (US) 18% 16% 17% 14% 12% 10% 8% 9% 6% 4% 2% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
24.
Scenario Planning © 2012,
the Book Industry Study Group, Inc, R.R. Bowker
25.
Power Buyers Demonstrate
Loyalty 60.0% 45% 44% 43% 41% 40.0% 32% 27% 24% 22% 20% 20.0% 15% 0.0% Within the last MONTH 2 to 6 MONTHS ago 7 to 12 MONTHS ago 1 to 2 YEARS ago 2 or more YEARS ago only e-books mostly e-books both p & e more print © 2012, the Book Industry Study Group, Inc, R.R. Bowker
26.
“E” at the
Expense of “P” 100.0 90.0 80.0 70.0 42 56 62 60.0 69 66 other 50.0 e-book 40.0 paperback 30.0 16 hardcover 21 20.0 16 18 26 15 10.0 15 9 11 12 0.0 Within the last 2 to 6 MONTHS 7 to 12 MONTHS 1 to 2 YEARS ago 2 or more YEARS MONTH ago ago ago © 2012, the Book Industry Study Group, Inc, R.R. Bowker
27.
Saturated? According to a
Verso Digital study of consumer book buying habits, the number of consumers resistant to purchasing an e-reading device has increased from 40% in December 2009, to 52% in December 2011. © 2012, the Book Industry Study Group, Inc, R.R. Bowker
28.
? © 2012, the
Book Industry Study Group, Inc, R.R. Bowker
29.
Multi-function Mayhem? ©
2012, the Book Industry Study Group, Inc, R.R. Bowker
30.
© 2012, the
Book Industry Study Group, Inc, R.R. Bowker
31.
© 2012, the
Book Industry Study Group, Inc, R.R. Bowker
32.
What about children
and youth? Are they pathways to exponential growth? © 2012, the Book Industry Study Group, Inc, R.R. Bowker
33.
Kids 7 –
12 Important Facts: They have a video game system 68% They share a computer with the rest of… 61% They surf the web 44% They have their own computer 27% They own their own cell phone 25% They use my/our mobile device that we… 20% They have an iTouch 12% They download apps to a mobile… 11% They use an iPad 10% They own their own reading device like a… 7% They have an iPhone 4% 0% 10% 20% 30% 40% 50% 60% 70% 80% © 2012, the Book Industry Study Group, Inc, R.R. Bowker
34.
Teens Triple Rate
of E-book Reading 100% 6% 90% 19% 80% 70% 60% 50% 94% Yes 40% 81% No 30% 20% 10% 0% 2010 2011 © 2012, the Book Industry Study Group, Inc, R.R. Bowker
35.
Apple is the
Format of Choice iTouch 28% 17% 56% iPhone 17% 32% 51% iPad 13% 37% 50% Netbook 12% 17% 71% Kindle (original or DX) 6% 15% 79% Kindle Touch 4% 18% 78% Other e-book reader 4% 12% 84% Nook 4% 13% 84% Nook Color 3% 15% 82% Kindle Fire 2% 19% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Currently own or have Considering a purchase/acquisition No interest in purchasing © 2012, the Book Industry Study Group, Inc, R.R. Bowker
36.
Bold Predictions for
2012? 25% 30% 40% What’s ultimately best for the industry? © 2012, the Book Industry Study Group, Inc, R.R. Bowker
37.
Global E-book Monitor:
A Preview © 2012, the Book Industry Study Group, Inc, R.R. Bowker
38.
Global E-book Monitor:
A Preview © 2012, the Book Industry Study Group, Inc, R.R. Bowker
39.
Global E-book Monitor:
A Preview © 2012, the Book Industry Study Group, Inc, R.R. Bowker
40.
Thanks for Listening! ©
2012, the Book Industry Study Group, Inc, R.R. Bowker