For more information or to purchase the full report, contact: jessica [dot] vieira [at] bowker [dot] com
Bowker Market Research is building a Global eBook Monitor (GEM) to compare and analyze ebook purchasing and growth in countries around the world, including the US, UK, Australia, India, Brazil, Japan, South Korea, Germany, France, and Spain. Kelly Gallagher the VP for Research at Bowker, will report on the initial findings of the service, which is being instituted in partnership with Pearson, Tata Consultancy Services, BISG, and AT Kearney. At Publishers Launch BEA, Gallagher will report new data at "country level" from GEM's information-gathering.
5. Dedicated eReaders are the device of choice in the US
Preferred eBook reading device
Dedicated e-reader PC (desktop, laptop, netbook) iPad/Android Tablet Smartphone
80
70
60
50
40
30
20
10
0
Sep-10 Jan-11 May-11 Aug 2011 Dec-11 Feb-12
Source: Source: BISG Consumer Attitudes Study
6. And have now surpassed PCs as device used most often in UK
Preferred eBook reading device
Dedicated e-reader PC (desktop, laptop, netbook) iPad/other tablet Smartphone
60
50
40
30
20
10
0
Aug 2010 Feb 2011 Nov 2011 Mar 2012
Source: Bowker Understanding the Digital Consumer
7. From April â10 to March â11 eBook buyers grew 11% in the US
UK saw minimal growth
% of book buyers who purchased an eBook
16% 15%
14%
12%
10%
8%
6%
4% 3%
4%
2% 1%
0%
Š 2012, the Book Industry Study Group, Inc, R.R. Bowker
US Market UK Market
Source: Bowker Books & Consumers
8. From April â11 to April â12 growth in US was 10%
UK grew 7% in December â11
% of book buyers who purchased an eBook
30%
24%
25%
20%
15% 14% 12%
10%
5% 4% 5%
0%
Š 2012, the Book Industry Study Group, Inc, R.R. Bowker
US Market UK Market
Source: Bowker Books & Consumers
9. Genre share of eBook market in US (vol)
30%
Total Market
25%
Mystery
20%
Romance
15% Biography
Cooking
10%
Young Adult
5%
Children's
Picture Book
0%
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
Source: Bowker Books & Consumers
10. Genre share of eBook market in UK (vol)
25
Romance
20 Crime/mystery
YA
15
Biography
%
10 Total
Cooking
5
Children's
picture books
Š 2012, the Book Industry Study Group, Inc, R.R. Bowker
0
Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
Source: Bowker Books & Consumers
11. eBook volume share by age of buyer (USA)
25%
20%
18-29 Years
30-44 Years
15%
45-54 Years
10% Total
55+
5%
13-17 Years
0% Š 2012, the Book Industry Study Group, Inc, R.R. Bowker
Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
Source: Bowker Books & Consumers
12. eBook volume share by age of buyer (UK)
8
7 18-29
6 55-79
5
Total
% 4
30-44
3
45-54
2
13-17
1
Š 2012, the Book Industry Study Group, Inc, R.R. Bowker
0
Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
Source: Bowker Books & Consumers
13. Understanding the value of Power Buyers
Print âeâ
22% of 35% of
buyers buyers
53% of books 60% of eBooks
purchased purchased
50% of $$$ 48% of $$$
spent spent
Source: Bowker Books & Consumers, Q4 2011
Definition of heavy buyers = purchase 4 or more of that format
14. Understanding the value of Power Buyers
Print âeâ
19% of 13% of
buyers buyers
51% of books 46% of eBooks
purchased purchased
47% of ÂŁÂŁÂŁ 38% of ÂŁÂŁÂŁ
spent spent
Source: Bowker Books & Consumers
15. Perspective 2: The Rest of the world
is not far behind⌠and catching up fast
16. GeM Details & Methodology
⢠10 country study:
Australia, Brazil, France, Germany, India, Japan, South
Korea, Spain UK and USA
⢠Conducted online
⢠Country sample* of >1000 persons 18+, designed and
weighted to be representative of the adult population in
terms of age, sex and region
⢠So effectively only represents the populations with Internet
access in each country
⢠Fielded in early 2012
* India this was confined to the main cities
18. World-Wide eBook penetration
Est. % of total pop
Country ďŞ Total pop % with internet purchased eBook
use
m % %
Australia 22 89.8 19
Brazil 203 37.4 7
France 65 69.5 3
Germany 82 79.9 10
India 1189 10.2 2
Japan 127 80.0 6
South Korea 49 82.7 12
Spain 47 62.2 8
UK 62 82.0 17
USA 313 78.3 16
19. World-Wide eBook penetration
% of respondents purchasing eBook in past 6 months
24
21 21
20
18
14
13 13
8
5
Australia Brazil France Germany India Japan S. Korea Spain UK USA
Base: All online adults
20. Projected number of ebook buyers, Feb 2012
# who have bought an e-book in past 6 months (millions)
60
50
40
30
20
10
0
US India Brazil UK Germany Japan South Australia Spain France
Korea
21. Free as a driver in emerging markets
% of respondents downloading FREE eBook in past 6 months
53
47
42
32 33
30
25
23
11 11
Australia Brazil France Germany India Japan S. Korea Spain UK USA
Base: All online adults
23. Future digital behavior â buying of ebooks
Very likely (4) Fairly likely (3)
29
31
23
17 16
14
21
14
29
12 23
9 18 17 16
15
10 9
6 4
Australia Brazil France Germany India Japan S. Korea Spain UK USA
Base: All online adults
24. Future digital behavior â downloading free ebooks
Very likely (4) Fairly likely (3)
25 28
33
28
22
19
54 17
19 52
17
34
24 15 25 22 20
17
11
6
Australia Brazil France Germany India Japan S. Korea Spain UK USA
Base: All online adults
25. Future Digital Behaviors â No interest
Country No interest past or future - %
Japan 72%
France 66%
USA 59%
Germany 56%
UK 52%
Australia 45%
Spain 38%
South Korea 26%
Brazil 16%
India 11%
26. Penetration Findings
⢠Much of the world is on par now with US in
access to and experience with eBooks
⢠âFreeâ in emerging markets still major source
of access to eBooks
⢠High-tech does not always equate to high
eBook penetration â e.g. France and Japan
⢠While only ~2% of Indian population has
purchased an eBook â that number is > UK
with 17% penetration
27. Perspective 3: India & Brazil â
Market forces that will make them
âeâ power houses very soon
28. Is âeâ is the perfect storm for
publishing in emerging countries?
⢠Growth of âmiddle class economyâ- focused on
education
⢠English as the universal language â at least of
business
⢠Advancements in online payment processâ
⢠No supply chain necessary
⢠Affordable technology
29. Indian eBook buyer profile
⢠Male â 58%
⢠25 â 34 years of age â 34%
⢠Lives in city
⢠College Grad
⢠Works full time
30. 8 in 10 buyers have paid for professional/business
or academic ebooks (with over 7 in 10 downloading
for free)
Book types downloaded (paid for or free)
Paid Free
80 80
80 75
72
69
64
60 60
60 52 53
40
%
20
0
Adult fiction Adult NF Children's Prof/Bus Academic/text
Base: Paid to download/downloaded for free
31. Reading on pcs/laptops predominates...
Device used most for reading ebooks
0 20 40 % 60 80
Desktop PC or laptop 76
Tablet (other than iPad, Kindle Fire) 3
Smartphone either than iPhone 8
iPad 5
Other devices on which ebooks can be read 3
iPhone 2
Ereader 2
Kindle Fire (not Kindle ereader) 1
Base All downloaders
32. With direct from publisher most used source
Main source of ebook purchase
0 10 % 20 30
Publishersâ websites 24
Independent bookshops websites 21
Direct seller and etailer websites 18
Amazon/Kindle store 16
Apple iBookstore/iTunes 11
From websites of chain booksellers 10
Other 1
Base All buyers
33. Likely ebook buyers by genre, India
Age/sex of those very likely to buy a Age/sex of those very likely to buy an
professional/business ebook in the next six academic/text ebook in the next 6 months
months
60 60
40 40
20 20
0 0
Base: all current and likely ebook buyers (681)
34. Brazilian eBook buyer profile
⢠Female â 52%
⢠25 â 34 years of age â 36%
⢠Lives in city
⢠College Grad
⢠Works full time
35. Professional and academic bought by nearly
three-quarters of ebook buyers
Book types downloaded (paid for or free)
Paid Free
80 74 74 74
71
62 61
60 57
53
47
% 40 37
20
0
Adult fiction Adult NF Children's Prof/Bus Academic/text
Base: Paid to download/downloaded for free
36. Again, pcs/laptops important...
Device used most for reading ebooks
0 20 40 % 60 80
Desktop PC or laptop 72
Tablet (other than iPad, Kindle Fire) 9
Smartphone either than iPhone 6
iPad 4
Other devices on which ebooks can be read 3
iPhone 2
Ereader 2
Kindle Fire (not Kindle ereader) 1
Base All downloaders
37. But no one dominant source
Main source of ebook purchase
0 10 % 20 30
Publishersâ websites 21
Independent bookshops websites 21
From websites of chain booksellers 20
Direct seller and etailer websites 16
Amazon/Kindle store 9
Apple iBookstore/iTunes 9
Other 2
Base All buyers
38. Likely ebook buyers by genre, Brazil
Age/sex of those very likely to buy a Age/sex of those very likely to buy an
professional/business ebook in the next academic/text ebook in the next 6 months
six months
80 80
60 60
40 40
20 20
0 0
Base: all current and likely ebook buyers (608)
39. Closing thoughtsâŚ
⢠Other countries are fast catching the US up in their per capita
use and desire to read eBooks â but will they follow the same
pattern? Or will new models emerge?
⢠Amazon plays a central role in US and UK eBook
distribution, but other world regions tend to be more
fracturedâŚfor now
⢠Education and business genres are important in emerging
world countries versus leisure genres in traditional Anglo
markets
⢠As devices become more affordable and content more
pervasive to emerging economies the potential for these
countries to âleap frogâ the US in âeâ penetration could happen
within the next couple years.
40. GeM reports available :
All Country Comparison free report
available now from Bowker Market
Research +44 (0) 207 831 1782 /
jo@bookmarketing.co.uk
Individual country reports also
available from Bowker Market
Research at ÂŁ499 / $795 each;
contact
jo@bookmarketing.co.uk
41. Australian eBook buyer profile
⢠Male & female â 51%/49%
⢠18-34 years of age â 46%
⢠Live in suburbs
⢠Not college grad â 59%
without a degree
⢠Works full time
42. Adult fiction by far the most commonly
bought genre...by 69% of all ebook buyers
Book types downloaded (paid for or free)
80 Paid Free
69
60 55
50 50
39 39 40
% 40 % 35
31
26
20
0
Adult fiction Adult NF Children's Prof/Bus Academic/text
Base: paid to download/downloaded for free
43. Although pcs/laptops still important, iPad also
important...
Device used most for reading ebooks
0 20 % 40
Desktop PC or laptop 40
iPad 18
iPhone 12
Smartphone either than iPhone 9
Kindle 8
Tablet (other than iPad, Kindle Fire) 4
Other ereader 3
Other devices on which ebooks can be read 2
Base All downloaders
44. Although Amazon dominate, Apple important
supplier too
Main source of ebook purchase
%
0 20 40
Amazon/Kindle store 35
Apple iBookstore/iTunes 23
Direct seller and etailer websites 13
Publishersâ websites 10
Independent bookshops websites 8
From websites of chain booksellers 8
Other 4
Base All buyers
Hinweis der Redaktion
Thanks to Karina â Told her earlier that perhaps to the crowd to the endâŚOne thing I understand very clearly⌠I am only thing that standsSaved the best for last end user â consumer â customer - reader
Is this where we are? Is the line curving up? Letâs go to the data.
The data shows a slightly different story. To be clear, there was growth. But as 2011 wore on, the curve flattened out.
Is this where we are? Is the line curving up? Letâs go to the data.
Is this where we are? Is the line curving up? Letâs go to the data.
Is this where we are? Is the line curving up? Letâs go to the data.
The e-book power buyer comprises a larger share of the overall e-book universe.
The e-book power buyer comprises a larger share of the overall e-book universe.
Letâs look first at ebook penetration within the different populations. You will see here that it varies from 10% in India to 90% in Australia â the highest among this sample. So that if you extrapolate from the % of the internet population who say they have purchased an ebook in the six months prior to interview back to the total population, this ranges from 19% of Australians to 2% of Indians.
Among online adults (18+), however, we can see that the greatest percentage of ebook buyers among the sample was in India, at 24% just ahead of Australia, the UK and the USA. Bringing up the rear are Japan and France. The Japanese figures might seem strange, as this is a market that has been very receptive to manga, often read on a mobile device. However, the answer to this probably lies in our definition of an ebook as: A complete book in digital format, read on either a dedicated ereader or a multifunction electronic device.Â
We see free econtent is an important driver to engage potential buyers in the ebook market. As youâll see here, over half the Indian respondents have downloaded a free ebook in the last six months, with the Brazilian and South Korean markets almost as active.
We asked about peopleâs intention to pay for digital content in the future. The numbers of people buying an ebook in Australia, UK and USA could grow by around 50%: from around 20% to around 30% doing so by the second half of the year. France looks set to overtake Japan in ebook adoption â but at still quite a low level (albeit with high growth rates). India and Brazil are the most involved countries, with the proportion buying an ebook in India set to double, and in Brazil to triple, over the next six months, to over 50% of the online population in both cases.Â
And thereâs a similar pattern for future free downloading too, with over three-quarters of those in Brazil and India saying they are likely to download an ebook for free in the next six months.Â
So, what does this show? That there are quite a number of countries round the world who are up there with the US â traditionally seen as a leader in this market â on their experience of and desire for ebooks. But being a high tech country does not necessarily equate into being an ebook ready country â see France and Japan. And whilst only 2% of the India population has so far purchased an ebook, with their huge population the number of people who have done so are much greater than those in the UK, where penetration is so much higher.Â