2010-2011

1,500 consumers in 3 groups

◦ Adult consumers – books 0-6

◦ Adult consumers – books 7-12

◦ Teens 13-17 in consumer households

75+ questions

Core questions about influences & activities

0%

10%

20%

30%

40%

50%

60%

70%

80%

Men Women

All Genres

Kids books

Women buy kid’s books more than 2-to-1

People between 18-44 buy 61% of kid’s books

0%

5%

10%

15%

20%

25%

30%

35%

13-17 18-29 30-44 45-55 55-64 65+

All genres

Kids

Majority of kid’s book consumers are middle class

0% 5% 10% 15% 20% 25%

<$25K

$25-$34K

$35-$49K

$50-$74K

$75-$99K

$100-$149K

>$150K

Purchaser's Income

They are better educated & value learning

0%

5%

10%

15%

20%

25%

30%

35%

Education

Hand-me-downs33%

Newly Purchased33%

Gifts/purchased by others

17%

Borrowed from library11.0% other

6%

What is the source of Children’s books in a typical household?

They are more likely to…..

6% more likely to play online games

7% more likely to use social

networks

8% more likely to use online blogs &

boards

10% more likely to listen to digital

music

11% more likely to download a TV

show to a PC

…than adult book consumers

Kids are omnivorous consumers of media

9%

12%

18%

27%

57%

58%

58%

0% 10% 20% 30% 40% 50% 60%

Read eBooks

Read online newspapers/magazines

Read comic books/graphic novels

Read a print magazine or magazine

Go online

Read a book required for school

Read a book not required for school (for fun)

Very/Fairly often

Not at all, 7%

To a small

extent, 43%To a

moderate

extent, 38%

To a large

extent, 12%

3%

5%

5%

8%

8%

10%

12%

14%

15%

17%

19%

38%

39%

58%

67%

0% 10% 20% 30% 40% 50% 60% 70%

Discuss books online

Regularly visit celebrity/gossip web sites (like TMZ)

Post videos online

Write/update a personal blog

Follow celebrities on Facebook, Twitter or other social network …

Watch TV shows online

Regularly read others' personal blogs

Swap books to read with your friends

Discuss books with my siblings or other relatives

Discuss books with friends

Discuss books with my parents

View others profiles on social networking sites

Read books for fun

Visit your page on Facebook, MySpace, etc.

Send/receive text messages

Activities of Young Adults done "Often"

58%

56%

47%

42%

41%

40%

42%

17%

15%

18%

24%

20%

17%

15%

16%

17%

19%

20%

22%

21%

19%

6%

8%

12%

9%

10%

15%

15%

3%

5%

4%

6%

7%

6%

10%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Participated in a blog or chat about the book or author

Wrote a review about the book

Read online reviews about the book

Read a sample chapter of the book online

Gone to the book's website or author's website

Visited a fan website

Gone to the website to find out about other books they can read in the series or by the same author

Extent to which their child age 7 – 12 has…..

Definitely not Probably not Maybe / Unsure Probably Have Definitely Have

Teens are not universal adopters of technology

84% 85% 82%88%

79% 81% 84% 87%

9% 9%9%

7%13% 9%

11% 6%5% 5% 6%

4%5% 8%

4% 4%

0%

20%

40%

60%

80%

100%

Total Male Female 13 14 15 16 17

Read eBooks

Very often

Fairly often

Once or twice

Not at All

42%38%

47% 46%40%

44%36%

46%

21%

19%

23% 23%26%

22%

20%

16%

17%

18%

16%13% 19% 17%

18%

18%

1%

0%

1%

0%0%

0%

2%

1%

18%23%

13%19%

15% 17%23% 19%

0%

20%

40%

60%

80%

100%

Total Male Female 13 14 15 16 17

Preference: ebooks vs. Print Books Don't know

I strongly prefer ebooks

I generally prefer ebooks

I have no preference

I generally prefer print, books but am open to ebooks

I strongly prefer print books over eBooks

41%46%

35%46%

33%41%

33%

49%

18%15%

20%

20%

18%

18%23%

11%

30% 28%32%

25%

33%

33%31% 27%

10% 8% 11% 5% 14%6%

11% 12%

2% 2% 2% 4% 2% 2% 2% 2%

0%

20%

40%

60%

80%

100%

Total Male Female 13 14 15 16 17

How often do you shop for books online?

Very often

Often

Sometimes

Rarely

Not at all

The bottom line?

Teens adopt SOCIAL technology

E-books are not social

Paper books ARE social

Majority of kids’ purchases are impulsive

40% 35%43% 39% 40% 43%

39%43%

36% 42% 40%28%

9% 9% 9% 7% 8%21%

10% 11% 10% 11% 10% 7%

0%

20%

40%

60%

80%

100%

Total Male Female 18 - 37 38 - 57 58 - 77

How impulsive was the purchase (0-7)?Other, please specify

Planned the book and the time

Planned the book, not time

Intended to buy a book, but not specific one

Pure Impulse

8%

14%

14%

16%

31%

32%

51%

57%

61%

0% 10% 20% 30% 40% 50% 60% 70%

Celebrity endorsements

Praise quotes on cover or inside

Award sticker

On a Table or Other Special Placement in Stores

Cover

Title

Description on the back/flap

Familiarity with author

Sequel/the next book in a series you've read

Influence in picking up/buying a book

The inner circle of friends & family rules

child

parent

friend, relativeteacher, librarian

Local booksellerfavorite author

websites, advertising

mass media, the world

Influence declines significantly with each layer

1%

2%

3%

3%

3%

3%

7%

7%

11%

11%

13%

17%

18%

20%

21%

31%

35%

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

I don't know where to look

Author blogs

Other, please specify

A publisher's website

General interest magazines

Advertisement

School Librarian

Mommy/Parenting blog

Bookstore - asking the sales clerk

Public Librarian

Parenting Magazine

Book Fairs

On-line research

Teacher

I make my own decision with no other input

Bookstore - browsing the shelf

Friend/family

Where do you go for recommendations for a book for a child under 7 ?

2%

3%

4%

11%

8%

7%

6%

7%

8%

11%

19%

24%

37%

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

Magazine articles

Online sites

Other influential adults (clergy, mentors, etc.)

Grandparents

Librarians

What's mentioned/shown on a child's favorite TV shows

Larger circle of friends

Classmates (other than friends)

Siblings

Close friends

Dad

Teachers

Mom

Who has major influence on what a child reads for 7-12?

9%

10%

11%

11%

13%

18%

20%

22%

24%

24%

28%

28%

30%

36%

52%

53%

55%

0% 10% 20% 30% 40% 50% 60%

Recommendations from celebrities you follow on Twitter, …

People you work with

What your favorite celebrities do or say

What your favorite sports players do or say

What you read in blogs and websites you visit

What's mentioned/shown on your favorite TV shows

Brother (s)

Sister (s)

Library staff

Articles in magazines you like to read

Other influential adults (clergy, mentors, etc.)

Classmates (other than friends)

People you study with

Your larger circle of friends

Close friends

Teachers

Parents

Relative influence on books read...(moderate plus high)

Bookstores and libraries still VERY important

76% 75% 77% 74% 78% 81%

24% 25% 23% 26% 22% 19%

0%

20%

40%

60%

80%

100%

Total Male Female 18 - 37 38 - 57 58 - 77

Where do you go to buy books for your child?

online

in a store

But….

3%

4%

5%

6%

6%

7%

7%

8%

13%

16%

19%

24%

26%

28%

35%

39%

53%

0% 10% 20% 30% 40% 50%

Magazines (which specific ones?)

Newsletters

Ads/posters

Talking to the sales clerk

Online source (aside from Amazon or other online book seller)

Book award news

Other online book seller

The child's friends

Bestseller lists

School libraries

Amazon.com

School fairs

Other parents

Teachers

Public libraries

The child tells me

Browsing the bookstore

Where do you find out about titles for a child under 7?

2%

4%

4%

6%

7%

7%

9%

13%

15%

17%

22%

30%

43%

44%

45%

50%

73%

0% 10% 20% 30% 40% 50% 60% 70%

Magazines

Online source (other than Amazon.com)

Ads/posters

Newsletters

Talking to the sales clerk

online retailer (other than Amazon)

Book award news

Bestseller lists

The child's friends

Amazon.com

Other parents

School libraries

Public libraries

School fairs

Teachers

Browsing the bookstore

The child tells me

Where do you find out about the books you buy for the older child?

3%

3%

5%

5%

6%

6%

12%

12%

17%

19%

21%

22%

28%

40%

64%

68%

0% 10% 20% 30% 40% 50% 60% 70%

other online retailer (B&N.com, Borders.com, etc.)

Supermarket

Books-a-Million bookstore

Half-Price Books

other Big Box store (Target, Costco, etc.)

Independent / local Bookshop

Used bookstore

Swap them among friends

Garage sale/sidewalk sale/secondhabd shop

Borders bookstore

Amazon.com

WalMart or Sams Club

Barnes & Noble bookstore

I/We buy them for them

Public Library

School Library

Where do they get the books they read for fun?

Books & reading are still very important

4.2

4.2

4.3

5.0

5.3

5.5

6.0

6.5

7.8

0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0

Online games

Handheld games

Video game systems

Children's magazines

Board games

Educational Websites

Television

Children's DVDs

Books

How important are the following media on your child’s life?

43%52%

33% 37% 40% 42% 49% 48%

57%48%

67% 63% 60% 58% 51% 52%

Total ^ Boys Girls ^^ 13 14 15 16 17

Compared to other media you use for fun, what role do books play?

Less important Equal or more important

Books & reading are still very important

The inner circle rules—friends & family biggest influence

Bookstores and libraries still play a VERY important role

Majority of children’s book purchases are impulsive

It’s not an ―either-or‖ between digital & reading

Teens are not universal adopters of technology