Understanding and Reaching the YA Market (Kristen McLean at Digital Book World 2014)

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Young adult literature has experienced unprecedented growth since the early 2000s, and as blockbuster hits like Twilight and The Hunger Games have demonstrated, the market for YA books is much larger than among teens themselves (with studies showing over half of YA book purchases coming from adult readers). This panel of YA publishers will discuss what teen readers respond to today – both in terms of content and marketing messaging – and how they are evolving their YA publishing programs to also serve a burgeoning crossover market.

Education Technology Business

+

Digital Book World 2014
January 14th, 2014

Understanding
and Reaching
the YA Market

Kristen McLean

Founder & CEO, Bookigee
@BKGKristen

Marianna Ricciuto

Digital Commerce Manager, Harlequin Teen
@MariannaR80

Jean Feiwell

+

Publisher, Swoon Reads, Macmillan
@SwoonReads

Sean Moss

Digital Marketing Officer, Walker Books
@seanpmoss

Alvina Ling

Executive Editorial Director, LLBYR
@planetalvina

Teens who have not read a book for fun


45%
40%
35%
30%
25%
20%
15%
10%
5%
0%

A disturbing trend!

By gender
Fall 13
41%

46%
36%

30%
21%

19%

22%

Fall 11 Spring Fall 12 Spring Fall 13
12
13

Boys

Girls

+ Teens adoption of eBooks still lags
ebook units purchased by age
30%
25%

20%

Teens
18 -29
30-44
45-54
55-64
65+

15%
10%
5%
0%
2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep)

+
eBook Trends: Major Categories (units)


Source: Nielsen Books & Consumers US

35%

Base
32%

30%

30%

25%

26%

26%

20%

21%

22%

19%

15%
13%
10%

10%
5%
0%

2%
1%
0
2009 (JanSep)

6%
3%
2%
1%
2010 (JanSep)

15%

17%

Fiction

Non-Fiction

YA
7%

2%
2011 (JanSep)

4%
2012 (JanSep)

Chldren's
(excl YA)
2013 (JanSep)

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Understanding and Reaching the YA Market (Kristen McLean at Digital Book World 2014)

1. + Digital Book World 2014 January 14th, 2014 Understanding and Reaching the YA Market

2. Kristen McLean Founder & CEO, Bookigee @BKGKristen Marianna Ricciuto Digital Commerce Manager, Harlequin Teen @MariannaR80 Jean Feiwell + Publisher, Swoon Reads, Macmillan @SwoonReads Sean Moss Digital Marketing Officer, Walker Books @seanpmoss Alvina Ling Executive Editorial Director, LLBYR @planetalvina

3. Teens who have not read a book for fun  45% 40% 35% 30% 25% 20% 15% 10% 5% 0% A disturbing trend! By gender Fall 13 41% 46% 36% 30% 21% 19% 22% Fall 11 Spring Fall 12 Spring Fall 13 12 13 Boys Girls

4. + Teens adoption of eBooks still lags ebook units purchased by age 30% 25% 20% Teens 18 -29 30-44 45-54 55-64 65+ 15% 10% 5% 0% 2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep)

5. + eBook Trends: Major Categories (units)  Source: Nielsen Books & Consumers US 35% Base 32% 30% 30% 25% 26% 26% 20% 21% 22% 19% 15% 13% 10% 10% 5% 0% 2% 1% 0 2009 (JanSep) 6% 3% 2% 1% 2010 (JanSep) 15% 17% Fiction Non-Fiction YA 7% 2% 2011 (JanSep) 4% 2012 (JanSep) Chldren's (excl YA) 2013 (JanSep)

6. +

7. Kristen McLean Founder & CEO, Bookigee @BKGKristen Marianna Ricciuto Digital Commerce Manager, Harlequin Teen @MariannaR80 Jean Feiwell + Publisher, Swoon Reads, Macmillan @SwoonReads Sean Moss Digital Marketing Officer, Walker Books @seanpmoss Alvina Ling Executive Editorial Director, LLBYR @planetalvina

Editor's Notes

Teens lag behind all other age groups in their take up of ebooks….
Turning now to what our Books and Consumers survey says, we see how Children’s books (except YA) have been lagging in terms of ebook penetration

Understanding and Reaching the YA Market (Kristen McLean at Digital Book World 2014)

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Editor's Notes