Consumer Attitudes Toward E-Book Reading
description
Transcript of Consumer Attitudes Toward E-Book Reading
Consumer Attitudes
Toward E-Book Reading
EDITECH Conference | Milan, Italy | June 22, 2012
© 2012, the Book Industry Study Group, Inc.
Standards and Best Practices
Research
Education and Events
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% book buyers who purchased an e-book (US)
3%
13%
0%
2%
4%
6%
8%
10%
12%
14%
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Rewind (2010 in review)
© 2012, the Book Industry Study Group, Inc.
Trade by format
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'08 Ext. Value '09 Ext. Value '10 Ext. Value
Hardcover
Hardcover
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Trade by format
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'08 Ext. Value '09 Ext. Value '10 Ext. Value
Softcover
Softcover
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Trade by format
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Mass-market Paperback
Mass-market Paperback
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Trade by format
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E-books
eBooks
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BISG’s All-Time Favorite Chart!
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% book buyers who purchased an e-book (US)
3%
13%
0%
2%
4%
6%
8%
10%
12%
14%
10
Rewind (2010 in review)
© 2012, the Book Industry Study Group, Inc.
9%
17%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
11
% book buyers who purchased an e-book (US)
2011 in review
© 2012, the Book Industry Study Group, Inc.
12 © 2012, the Book Industry Study Group, Inc.
Fiction is stranger than truth
13
13,7%
20,9%
22,9%
3,1%
14,0%
8,5%
13,1%
Qtr 12009
Qtr 22009
Qtr 32009
Qtr 42009
Qtr 12010
Qtr 22010
Qtr 32010
Qtr 42010
Qtr 12011
Qtr 22011
FictionRomanceFiction Mystery
Graphic Novels
Biographies
Cooking
© 2012, the Book Industry Study Group, Inc.
“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?
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15
Power Buyer = someone
who purchases 4 or more
books a month.
© 2012, the Book Industry Study Group, Inc.
16
Consolidated group of your
best customers who share
one common trait,
regardless of ‘p’ or ‘e’…
© 2012, the Book Industry Study Group, Inc.
A book buyer by any name… (or format)
0%
10%
20%
30%
40%
50%
60%
70%
Heavy Book Buyers Heavy Ebook Buyers
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18%
15%
8%
12%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
Jan_11 May_11 Aug_11 Nov_11
Q: When did you buy your first e-book? A: Within last 6 months
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
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Conversation rate of Power Buyers
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Have purchased an ebook
Have never purchased an ebook
Do not own a device
Do own a device
Why?
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What keeps you from buying e-books?
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0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
12,0%
Dec 2010 Apr 2011 Jul 2011 Nov 2011 Feb 2012 Apr 2012 Jul 2012
Lack of a
good e-
reading
device
Difficult
downloading
process
What keeps you from buying e-books?
© 2012, the Book Industry Study Group, Inc.
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0,0%
2,0%
4,0%
6,0%
8,0%
10,0%
12,0%
14,0%
16,0%
18,0%
20,0%
Dec 2010 Apr 2011 Jul 2011 Nov 2011 Feb 2012 Apr 2012 Jul 2012
Prefer
Difficult
to share
with
others
What keeps you from buying e-books?
© 2012, the Book Industry Study Group, Inc.
Value of “Power Buyers”
Print ‘E’
22%
of buyers
35%
of buyers
53%
of books
purchased
60%
of e-books
purchased
50%
of $$$
purchased
48%
of $$$
purchased
© 2012, the Book Industry Study Group, Inc.
Power Buyers demonstrate loyalty
20%
15%
27% 24% 22%
32%
41%
45% 44% 43%
0,0%
20,0%
40,0%
60,0%
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
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“E” at the expense of “P”
26 15 9 11 12
16 21
15 16 18
42 56 69 66 62
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
90,0
100,0
Within the last
MONTH
2 to 6 MONTHS
ago
7 to 12 MONTHS
ago
1 to 2 YEARS ago 2 or more YEARS
ago
other
e-book
paperback
hardcover
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Scenario Planning
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27 © 2012, the Book Industry Study Group, Inc.
Fiction is stranger than truth
28
13,7%
20,9%
22,9%
3,1%
14,0%
8,5%
13,1%
Qtr 12009
Qtr 22009
Qtr 32009
Qtr 42009
Qtr 12010
Qtr 22010
Qtr 32010
Qtr 42010
Qtr 12011
Qtr 22011
FictionRomanceFiction Mystery
Graphic Novels
Biographies
Cooking
© 2012, the Book Industry Study Group, Inc.
29 © 2012, the Book Industry Study Group, Inc.
9%
17%
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
30
% book buyers who purchased an e-book (US)
2011 in review
© 2012, the Book Industry Study Group, Inc.
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
31 © 2012, the Book Industry Study Group, Inc.
Power Buyers demonstrate loyalty
20%
15%
27% 24% 22%
32%
41%
45% 44% 43%
0,0%
20,0%
40,0%
60,0%
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
32 © 2012, the Book Industry Study Group, Inc.
“E” at the expense of “P”
26 15 9 11 12
16 21
15 16 18
42 56 69 66 62
0,0
10,0
20,0
30,0
40,0
50,0
60,0
70,0
80,0
90,0
100,0
Within the last
MONTH
2 to 6 MONTHS
ago
7 to 12 MONTHS
ago
1 to 2 YEARS ago 2 or more YEARS
ago
other
e-book
paperback
hardcover
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Spending trends
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Spending trends
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© 2012, the Book Industry Study Group, Inc.
Device preference
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Device preference
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On what device do you
purchase your e-books?
0,0%
10,0%
20,0%
30,0%
40,0%
50,0%
60,0%
70,0%
April 2010 May 2011 May 2012
Computer
Dedicated E-Reader
Multi Function Device
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Activity by device
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Select the ways in which
you use your tablet
0%
10%
20%
30%
40%
50%
60%
70%
80%
90% 84% 78%
74%
61% 56%
51% 46%
42%
19%
Source: Google AdMob, August 2011
41 © 2012, the Book Industry Study Group, Inc.
I spend more time on
my tablet than I…
0%
10%
20%
30%
40%
50%
60%
59%
52%
43% 41%
34%
11%
Source: Google AdMob, August 2011
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Activity by device
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44 © 2012, the Book Industry Study Group, Inc.
What about the global
e-book experience?
45 © Bowker Market Research 2012
GeM details and methodology
10 country study
Australia, Brazil, France, Germany, India, Japan, South
Korea, Spain UK and USA.
Conducted online so that the samples effectively
represent the populations with Internet access in
each country.
46
© Bowker Market Research 2012
GeM details and methodology
Fielded in early 2012
Weighted representative country sample* of >1000
persons 18+
The samples were designed and weighted to be
representative of the adult (age 18+) population in
terms of age, sex and region.
*India this was confined to the main cities
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© Bowker Market Research 2012
World-wide e-book penetration
Country
Total pop
% with
internet use
Est. % of total
pop purchased
e-book
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
48 © Bowker Market Research 2012
Projected number of e-book buyers
58
24
14 11 8 8 6 4 4 2
0
10
20
30
40
50
60
70
US India Brazil UK Germany Japan South
Korea
Australia Spain France
# who have bought an e-book in past 6 months
(millions)
49 © Bowker Market Research 2012
World-wide e-book penetration
21
18
5
13
24
8
14 13
21 20
Base: All online adults
50 © Bowker Market Research 2012
Free as a driver in emerging markets
32
47
11
23
53
11
42
33 30
25
Base: All online adults
51 © Bowker Market Research 2012
Future growth potential
52 © Bowker Market Research 2012
Future digital behaviors – 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
53 © Bowker Market Research 2012
Future purchase intent Assessing market potential for purchased e-book
15
29
6 10
23
4
18 9
17 16
17
29
12
14
31
9
23
21 16 14
Very likely (4) Fairly likely (3)
Base: All online adults
54 © Bowker Market Research 2012
Genre profiles
55 © Bowker Market Research 2012
E-book genre - Fiction
0
20
40
60
80
100
69
57
80 80
60 66
47
67
80
72
55 53
69 65
52 56
44
65
79
67
Bought Free
Base: All buying complete/downloading for free
56 © Bowker Market Research 2012
E-book genre – Professional/Business
0
20
40
60
80
100
39
74
46 49
80
51
73
37
25 22
35
71
31
43
75
39
58
41
19 22
Bought Free
Base: All buying complete/downloading for free
57 © Bowker Market Research 2012
Crowded E-Reader Market
Devices used most often for reading
40
72
50
46
76
59
37
47
30
23
23
14
28
18
9
12
18
18
14
29
22
8
12
13
11
20
39
10
15
11
13
2
8
22
2
1
4
22
36
36
1
1
1
1
2
4
2
2
3
7
3
3
4
0 20 40 60 80 100
Australia
Brazil
France
Germany
India
Japan
S. Korea
Spain
UK
USA
PC/laptop Tablet Smartphone Ereader Games console Other
Base: All downloaderss
59 © Bowker Market Research 2012
E-book purchase sources
0% 20% 40% 60% 80% 100%
Austr…
Brazil
France
Germ…
India
Japan
S. Korea
Spain
UK
USA
35
9
26
43
16
13
5
30
66
61
10
23
12
12
24
12
16
14
4
4
23
8
20
10
11
19
20
7
11
7
8
21
5
12
21
16
16
10
3
5
8
21
27
7
10
11
22
17
6
13
17
19
11
16
19
29
22
23
10
11
Amazon/Kindle Publishers Apple iBookstore/iTunes
Indie booksellers High street chains Direct sellers/other
Base: All paid downloaders
60 © Bowker Market Research 2012
Angela Bole
Deputy Executive Director
Book Industry Study Group
Website: www.bisg.org
Email: [email protected]
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