New Insights & Trends In The 2013 Children’s Book Market 5/29/2013 Moderator: Kristen McLean, Founder & CEO, Bookigee, Inc. & Project Editor – Bowker® Market Research’s UNDERSTANDING THE CHILDREN’S BOOK”S CONSUMER IN THE DIGITAL AGE Speakers: Carl Kulo, US Director, Bowker Market Research Join the children’s experts at Bowker® Market Research as they examine the freshest (Q1-2013) & most up-to-date findings of the Bowker longitudinal “Understanding the Children’s Book Consumer in the Digital Age” study. From shifts in parental attitudes on pricing, to new insights into when and how kids are reading, which key drivers remain stable, what devices are winning out, and how apps and other screen media are interacting with traditional book content for everyone from toddlers to teens. Attendees of this session will emerge with important and actionable insights they can apply to their own businesses and the road ahead. There is no better compass for understanding the evolution of the book market than the children’s category. Device adoption, reading habits, drivers of influence, and key sources of discovery being adopted by today’s children’s book consumers will have profound implications for the entire industry as today’s readers become the customers of tomorrow.

1. Understanding today’s Children’s book
consumers

2. This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.
A focused look at
activities, purchasing
influences and behaviors of
today’s children’s book
consumer
WAVE TWO – Fall 2011
WAVE THREE – Spring 2012
WAVE FOUR – Fall 2012
WAVE FIVE – Spring 2013
1

3. WHO WE ARE
Market
Research
Kristen McLean
Project Editor
Founder & CEO
Bookigee, Inc.
www.bookigee.com
www.kristenmclean.org
@BKGKristen
Carl Kulo
Project Analyst
Senior Data Analyst
Bowker Market Research
www.bookconsumer.com
#Bowker
2

4. Core questions about influences and activities
Collaborative effort among all subscribers
Proprietary questions for individual clients
Fielding Periods:
• Fall 2011 (October 7 2011 through November 2 2011)
• Spring 2012 (April 4 2012 through April 24 2012)
• Fall 2012 (October 15 2012 through November 4 2012)
• Spring 2013 (April 5 2013 through April 25, 2013)
Spring 2013…
2 Online Surveys:
• 0 to 12: N= 2000 (Parents/Guardians respond)
 (0 to 6: N = 1000)
 (7 to 12: N = 1000)
• 13 to 17: N = 1000 (Young Adult responds, with parental OK)
 At 95% confidence level, Margin of Error = +/- 3.1% for each segment of 1,000
METHODOLOGY
3

5. Participants:
• Disney
• Chronicle
• Little Brown Books for Young Readers
• Random House
• Nickelodeon
• Scholastic
• HarperCollins
• Sesame Street
• Penguin
4

6. EXECUTIVE SUMMARY
BASELINE FINDINGS FROM PREVIOUS FIELDINGS
• Children’s market very stable
• Changes are incremental, not exponential
• Kids are omnivorous media consumers
• Highly local influences on decision-making
• Kids 7-12 a very clear consumer force
• Teen eBook adoption does not align with sales
• Girls outpacing boys in media use
5

7. EXECUTIVE SUMMARY
KEY FINDINGS WAVE FIVE (Spring 2013)
• Mobile is starting to have an impact
• Consumers making more buying decisions w/o input
• Girls are getting earlier access to devices than boys
• Hardcover is losing ground
• Book related online behavior in decline
• Teens reading less for pleasure
• Teen e-book attitudes improving, but not adoption
6

8. Overview of Presentation
• Section x: Landscape
• Section 1: What’s New in Kids Book Acquisition and Discovery
• Section 2: A look at Girls and Boys
• Section 3: The Child’s Environment
• Section 4: Beyond Kid’s Books – The World of Kids Apps
• Section 5: Teenagers
7

9. THE LARGER LANDSCAPE
Section x: Data from the Bowker Market Research Tracker
8

10. Who is the Children’s book buyer? (Jan/Feb 2013)
0%
10%
20%
30%
40%
50%
60%
70%
80%
Males Females Teens 13-17
Years
18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years
31%
69%
4%
21%
25%
16%
18% 17%
30%
70%
10%
28%
37%
11%
8% 6%
30%
70%
15%
33%
29%
10%
8%
5%
Adult Fiction Children's (All) Young Adult
© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased 9

11. How affluent is the Children’s buyer? (Jan/Feb 2013)
10
0%
5%
10%
15%
20%
25%
<$25.0K $25.0-34.9K $35.0-49.9K $50.0-74.9K $75.0-99.9K $100.0 - 149.9K $150.0 and over
14%
11%
15%
24%
17%
14%
6%
16%
9%
14%
24%
16%
15%
6%
17%
10%
15%
25%
14% 14%
5%
Adult Fiction Children's (All) Young Adult
© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased

12. Insert
Image
Here
Planned Vs. Impulse: Children’s Jan/Feb 2013
11
0%
20%
40%
60%
80%
100%
In Store (in person) Online Device (via
eBookstore or App)
34%
41% 39%
16%
29%
22%
23%
17%
17%
26%
14%
22%
Not Planned, Impulse purchase
Planned a book at that specific time, but not
specific bk
Planned this specific book, but not at that
specific time
Planned this specific book at that specific
time
© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased

13. Insert
Image
Here
Awareness – Children’s Genre Trend
12
0%
5%
10%
15%
20%
25%
Quarter 1 2012 Quarter 2 2012 Quarter 3 2012 Quarter 4 2012 Jan/Feb 2013
In-person - In-Store Display/On
Shelf/Spinning Rack
In-person - Received recommendation
from a friend/relative
Other Awareness
Online - Browsing through the site
Print - Best Seller List
In-person - At School
Print - Magazine Ad
Online - Was recommended based on
what I've bought/read before
In-person - Book Fair
TV - TV Ad
© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased

14. Insert
Image
Here
Reason for Purchase – Children’s Genre Trend
13
0%
5%
10%
15%
20%
25%
Quarter 1 2012 Quarter 2 2012 Quarter 3 2012 Quarter 4 2012 Jan/Feb 2013
I liked the topic/subject
I like to read books in this series
I like the author
Price
I like the character
It was recommended by someone I know
I looked through the book and liked it
Other Reason
I like the cover art
Intrigued by book title
I like the movie/TV show based on the
book
Recipient Asked For/Likes Book
© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased

15. How is Children’s being purchased?
14
0%
20%
40%
60%
80%
100%
54% 54% 54% 55% 53% 56% 56% 54% 53% 54% 51% 51%
54% 54%
32% 30% 32% 31%
32%
31% 32%
32% 33% 31% 38% 37% 30% 29%
3%
2% 2% 3% 3% 3% 3%
3% 3% 4%
4% 4%
5% 3%
4%
4% 3% 3% 3% 2% 1% 3% 6% 5%
3% 3%
5% 5%
1%
1% 2% 1% 2% 2% 1% 2%
2% 1% 1% 2% 6% 7%6% 7% 7% 6% 6% 7% 7% 6% 4% 5% 4% 3% 1% 0%
On an eReader device
(e.g. Kindle, Nook, etc.)
Using a mobile app on a
smartphone or tablet
(e.g., iBooks etc.)
Other
By mail
Online
In Store (in person)
© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased
1%

16. In what format is Children’s being purchased?
15
0%
20%
40%
60%
80%
100%
Quarter 1
2011
Quarter 2
2011
Quarter 3
2011
Quarter 4
2011
Quarter 1
2012
Quarter 2
2012
Quarter 3
2012
Quarter 4
2012
Jan/Feb
2013
45% 46% 45%
39% 38% 39% 39% 39% 41%
39% 38% 38%
43%
37% 36% 36% 40%
31%
1% 1% 1% 1%
1% 1% 1%
1%
1%
11% 10% 11% 12%
21% 20% 20% 15%
23%
5% 4% 4% 5% 3% 3% 3% 5% 4%
Other
eBook
Audio
Hardcover
Paperback
© Bowker Market Research Books & Consumers Monthly Tracker 2012/13 – Based on New Books Purchased

17. THE CHILDREN’S STUDY
Data from Understanding the Children’s Consumer in the Digital Age
16

18. WHAT’S DIFFERENT IN KID’S BOOK
ACQUISITION & DISCOVERY
SECTION 1:
17

19. Where books are acquired: 0 to 6
3%
3%
3%
3%
6%
6%
8%
9%
9%
10%
15%
19%
24%
26%
3%
3%
4%
3%
4%
6%
8%
6%
10%
9%
15%
21%
28%
29%
0% 5% 10% 15% 20% 25% 30% 35%
Independent / local bookstore (not a major national or…
Books-a-Million bookstore
Half-Price Books
Supermarket
Scholastic book fairs
Used bookstore
Garage sale/sidewalk sale/secondhand shop
School Library
Scholastic book clubs
Other &quot;Big Box&quot; store (Target, Costco, etc.)
Barnes & Noble bookstore
WalMart or Sam's Club
Public Library
Amazon.com
Fall 12
Spring 13
18

20. Where books are acquired: 7 to 12
3%
3%
3%
3%
4%
5%
5%
5%
9%
11%
14%
16%
16%
23%
31%
3%
2%
3%
2%
2%
8%
4%
6%
7%
18%
13%
15%
13%
28%
36%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Independent / local bookstore (not a major national or…
Other online retailer (B&N.com, etc.)
ebook apps
Books-a-Million bookstore
Half-Price Books
Other big box store (Target, Costco, etc.)
Used bookstore
Garage sale/sidewalk sale/secondhand shop
Scholastic book fairs
WalMart or Sam's Club
Scholastic book clubs
School Library
Barnes & Noble bookstore
Amazon.com
Public Library
Fall 12
Spring 13
19

21. Sources of Recommendations: 0 to 6
1%
1%
3%
3%
3%
2%
2%
2%
5%
4%
6%
8%
9%
16%
19%
17%
20%
30%
32%
1%
1%
1%
2%
2%
2%
2%
2%
4%
5%
5%
8%
9%
12%
14%
17%
19%
27%
38%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Movie theatre ad
Radio Ad
TV ad
On-line advertisement
Print advertisement
A publisher's website
Author blogs
General interest magazines
Bookstore - asking the sales clerk
School Librarian
Mommy/Parenting blog
Public Librarian
Parenting Magazine
Teacher
On-line research
School Book Fairs/Clubs*
Bookstore - browsing the shelf
Friend/family
I make my own decision with no other input
Spring 2013
Fall 2012
20

22. Sources of Recommendations: 7 to 12
1%
1%
2%
2%
1%
1%
2%
3%
3%
4%
4%
7%
8%
8%
9%
13%
14%
16%
20%
25%
31%
0%
1%
1%
1%
1%
1%
1%
2%
2%
4%
4%
7%
7%
8%
9%
13%
15%
17%
19%
26%
31%
0% 5% 10% 15% 20% 25% 30% 35%
Radio Ad
Movie theatre ad
On-line advertisement
Print advertisement
Author blogs
TV ad
A publisher's website
General interest magazines
Mommy/Parenting blog
Bookstore - asking the sales clerk
Parenting Magazine
On-line research on a non-retail site
School Librarian
On-line research on a research site
Public Librarian
School book clubs & flyers
School Book Fairs
Bookstore - browsing the shelf
Teacher
Friend/family
I make my own decision with no other input
Spring 2013
Fall 2012
21

23. 4-Wave trend of recommendations (0 to 6)
13%
8%
19%
14%
15%
24%
26%
29%
8%
9%
12%
14%
17%
19%
27%
38%
0%
5%
10%
15%
20%
25%
30%
35%
40%
Public Librarian Parenting
Magazine
Teacher On-line research School Book
Fairs/Clubs*
Bookstore -
browsing the shelf
Friend/family I make my own
decision with no
other input
Fall 2011 Spring 2012 Fall 2012 Spring 2013
22

24. Section 1: Takeaways
• Mobile & tablet starting to have impact
• E-books up, hardcover down
• Online research down
• Person-to-person influence down
• Library & teacher influence down
• People making more decisions on own
23

25. A LOOK AT GIRLS AND BOYS
SECTION 2:
24

26. Where do parents go for recommendations? (0 to 6)
7%
8%
8%
8%
8%
9%
11%
17%
27%
35%
5%
6%
6%
7%
8%
7%
12%
17%
27%
45%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
School Book Fairs
School book clubs & flyers
On-line research on a research site
On-line research on a non-retail site
Public Librarian
Parenting Magazine
Teacher
Bookstore - browsing the shelf
Friend/family
I make my own decision with no other input
Girl
Boy
25

27. Where do parents go for recommendations? (7 - 12)
5%
4%
7%
7%
9%
9%
15%
17%
17%
18%
26%
30%
3%
8%
7%
8%
7%
9%
13%
15%
19%
19%
24%
30%
0% 5% 10% 15% 20% 25% 30% 35%
Bookstore - asking the sales clerk
Other, please specify
On-line research on a non-retail site
School Librarian
On-line research on a research site
Public Librarian
School book clubs & flyers
School Book Fairs
Bookstore - browsing the shelf
Teacher
Friend/family
I make my own decision with no other…
GIRL (487)
BOY (519)
Mainly the child herself
26

28. Types of Books Purchased for Kids (0 - 6)
5%
7%
13%
15%
15%
16%
20%
21%
21%
28%
35%
42%
55%
66%
3%
3%
13%
11%
14%
16%
17%
17%
23%
27%
35%
45%
59%
65%
0% 10% 20% 30% 40% 50% 60% 70%
Graphic Novel
Reference Book
Series/Chapter Book
Non-Fiction Book
Novelty book
Bible/Prayer Books
Interactive
Leveled Reader
Sound Book
Workbook
Beginning/Early Reader
Activity Book
Coloring Book
Picture Story book
Girl
Boy
27

29. Types of Books Purchased for Kids (7 - 12)
10%
11%
13%
12%
20%
31%
34%
36%
66%
7%
9%
9%
12%
17%
36%
33%
33%
72%
0% 10% 20% 30% 40% 50% 60% 70% 80%
Interactive book
Reference Book
Graphic Novel
Bible/Prayer Books
Picture/Story Book
Activity Book
Leveled Reader
Non-Fiction Book
Series Chapter Book
GIRL (487)
BOY (519)
28

30. What were important factors in getting book (0 to
6)…
For girls…… For boys…….
8%
12%
18%
23%
35%
40%
39%
41%
7%
7%
5%
8%
10%
25%
39%
46%
0% 20% 40% 60% 80% 100%
I just needed to pick
something fast
Celebrity author
There was "buzz" around
this book
You liked the
size, packaging, binding
The title or cover caught
your attention
It was a good price
Your child likes the
character or series
Topic, story, subject
interested your child
Boys 0 to 6
Major
factor
Critical
factor
8%
9%
16%
23%
34%
43%
34%
40%
2%
2%
4%
7%
10%
21%
40%
41%
0% 50% 100%
Celebrity author
I just needed to pick
something fast
There was "buzz"
around this book
You liked the
size, packaging, bi…
The title or cover
caught your…
It was a good price
Your child likes the
character or series
Topic, story, subject
interested your child
Girls 0 to 6
Major
factor
Critical
factor
29

31. What were important factors in getting book (7 to 12)
For girls…… For boys…….
7%
8%
15%
19%
33%
44%
38%
45%
1%
2%
3%
5%
7%
20%
41%
43%
0% 20% 40% 60% 80% 100%
Celebrity author
I just needed to pick something
fast
There was "buzz" around this
book
You liked the
size, packaging, binding
The title or cover caught your
attention
It was a good price
Your child likes the character
or series
Topic, story, subject or story
interested your child
Girls 7 to 12
Major
factor
Critical
factor
8%
10%
18%
21%
36%
41%
35%
38%
4%
4%
5%
8%
10%
23%
43%
48%
0% 20% 40% 60% 80% 100%
I just needed to pick
something fast
Celebrity author
There was "buzz" around this
book
You liked the
size, packaging, binding
The title or cover caught your
attention
It was a good price
Your child likes the character
or series
Topic, story, subject or story
interested your child
Boys 7 - 12
Major
factor
Critical
factor
30

32. How many days a week do children read for fun?
47%
46%
51%
46%
41%
51%
58%
57%
57%
48%
23%
29%
28%
31%
25%
25%
32%
31%
29%
27%
20%
22%
15%
17%
19%
13%
9%
9%
11%
19%
10%
3%
7%
7%
14%
11%
2%
3%
2%
6%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Boys: 3 to 4
Boys: 5 to 6
Boys: 7 to 8
Boys: 9 to 10
Boys: 11 to 12
Girls: 3 to 4
Girls: 5 to 6
Girls: 7 to 8
Girls: 9 to 10
Girls: 11 to 12
5 to 7 days 3 to 4 days 1 to 2 days Less than 1 day
31

33. Section 2: Takeaways
• Moms more comfortable picking books
for girls
• Parents seek more input for boys
• Non-fiction critical category for boys
• Boys pleasure reading peaks at 7-8
• Girls pleasure reading peaks at 9-10
32

34. THE CHILD’S ENVIRONMENT
SECTION 3
33

35. Usage Comparison – Kindle vs. iPad (of those who
have that device in the HH)
Kindle eReader iPad
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
Fall 11 Spring 12 Fall 12 Spring 13
Parent(s) Children 0-6 Children 7-12 Teens
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fall 11 Spring 12 Fall 12 Spring 13
Parent(s) Children 0-6 Children 7-12 Teens
34

36. Relative importance placed on….
3.0
4.0
5.0
6.0
7.0
8.0
9.0
Fall 11 Spring 12 Fall 12 Spring 13
Print Books
TV
Kids DVD
Educ sites
online games
video games
mobile apps
ebooks
35

37. Trends in activities done very/somewhat frequently
63%
21%
14%
13%
36%
14%
39%
27%
18%
59%
19%
15%
13%
36%
20%
39%
30%
22%
60%
22%
18%
16%
37%
28%
40%
35%
26%
60%
19%
18%
16%
38%
33%
39%
35%
30%
0%
10%
20%
30%
40%
50%
60%
70%
Read book
for fun
Read print
magazine
Read ebooks
on dedicated
reader
Read ebooks
on tablet
play games
online
play games
on tablet
play games
on game
console
watch videos
online
watch
streaming
videos
(Netflix)
Fall 11 Spring 12 Fall 12 Spring 13
36

38. Percent saying their kids have done the following
around the most recent book they read…..(all kids)
17%
18%
17%
10%
22%
15%
15%
0%
15%
16%
15%
8%
19%
14%
12%
0%
14%
15%
12%
8%
18%
14%
11%
10%10%
12%
9%
7%
14%
11% 11%
9%
0%
5%
10%
15%
20%
25%
gone to
book/author
website
read sample of
book online
visited fan
website
participated in
blog/chat
gone to website
about other
books by
author/series
read online
reviews
wrote their own
review of book
participated in
book reading club
Fall 11 Spring 12 Fall 12 Spring 13
What is going on here?!?
37

39. Percent saying their kids have done the following
around the most recent book they read…..(7 – 12)
19%
19% 18%
10%
26%
17%
15%
0%
17%
18%
17%
8%
24%
14%
12%
0%
16% 16%
13%
8%
20%
14%
12%
10%
11%
12%
10%
6%
16%
11% 11%
8%
0%
5%
10%
15%
20%
25%
30%
Gone to
book/author
website
Read sample chapter
of book online
Visited a fan website Participated in
blog/chat
Gone to website to
find out about other
books
Read online reviews
about the book
Wrote a review
about the book
Participated in a
book
discussion/reading
club
Fall 11 Spring 12 Fall 12 Spring 13
WTF?!?
38

40. Do the parents read ebooks?
27%
39%
43% 43%
73%
61%
57% 58%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fall 11 Spring 12 Fall 12 Spring 13
No
Yes
39

41. How do you prefer that your kids read?
69% 67% 65% 67%
5%
5%
6%
6%
26% 28% 29% 27%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fall 11 Spring 12 Fall 12 Spring 13
No preference
In ebook format
In print
40

42. How likely you/your kids (0 to 6) to do each of the
following around a book they read?
63%
62%
53%
50%
48%
46%
45%
41%
24%
14%
15%
20%
20%
19%
17%
16%
19%
13%
14%
15%
17%
19%
21%
22%
24%
25%
33%
7%
6%
8%
8%
9%
10%
10%
12%
22%
2%
3%
3%
4%
3%
4%
6%
4%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Tweet about a book you're reading or just read
Post an AMZ review
Look at a YouTube trailer for a book
Post a review on a book review site
Write a Facebook post about a book you're reading or just read
"Like" a book on Facebook
"Like" an author on Facebook
Click on an online ad for an author or subject that interests you
Follow a series that your child likes
Not at all likely Probably not likely Somewhat likely Very likely Already do this
41

43. How likely you/your kids (7-12) to do each of the
following around a book they read?
67%
65%
54%
53%
49%
45%
43%
37%
21%
14%
16%
18%
20%
19%
18%
18%
22%
14%
10%
10%
18%
17%
20%
22%
23%
26%
31%
6%
6%
8%
8%
9%
10%
11%
12%
23%
3%
4%
3%
3%
4%
5%
6%
4%
11%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Post an AMZ review
Tweet about a book you're reading or just read
Look at a YouTube trailer for a book
Post a review on a book review site
Write a Facebook post about a book you're reading or just read
"Like" a book on Facebook
"Like" an author on Facebook
Click on an online ad for an author or subject that interests you
Follow a series that your child likes
Not at all likely Probably not likely Somewhat likely Very likely Already do this
42

44. Section 3: Takeaways
• Mobile app use becoming > important
• Tablet games & video streaming on rise
• Book-related online activities in decline
• Parent’s e-reading behavior flat
• Parent’s print –vs– ebook preference flat
43

45. BEYOND KID’S BOOKS – THE
WORLD OF KIDS APPS
SECTION 4
44

46. Access to Devices with Apps?
43%
59% 61%
68% 65%
58%
62%
66% 67% 70%
57%
41% 39%
32% 35%
42%
38%
34% 33% 31%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Boys: 3
to 4
Boys: 5
to 6
Boys: 7
to 8
Boys: 9
to 10
Boys: 11
to 12
Girls: 3
to 4
Girls: 5
to 6
Girls: 7
to 8
Girls: 9
to 10
Girls: 11
to 12
No
Yes
45

47. Access to Devices with Apps?
Shows percent of parents who said “Yes” their child has access to devices with apps.
40%
32%
43%
58% 59%
62%
61%
66%
68% 67%
65%
70%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Boys: 0
to 2
Girls: 0
to 2
Boys: 3
to 4
Girls: 3
to 4
Boys: 5
to 6
Girls: 5
to 6
Boys: 7
to 8
Girls: 7
to 8
Boys: 9
to 10
Girls: 9
to 10
Boys: 11
to 12
Girls: 11
to 12
46

48. Are they allowed to download apps on their own?
1% 4% 4% 8% 10%
0%
5% 4% 5% 9%
15%16%
28%
41%
47%
49%
0%
20%
30%
41%
49%
48%
83%
69%
55%
45% 41%
0%
75%
66%
54%
43%
36%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Boys: 3
to 4
Boys: 5
to 6
Boys: 7
to 8
Boys: 9
to 10
Boys:
11 to 12
Girls: 3
to 4
Girls: 5
to 6
Girls: 7
to 8
Girls: 9
to 10
Girls: 11
to 12
No, I download
them
Yes, but with
parental OK
Yes, with little
restriction
47

49. Approximately what % of the Apps are….
69%
55%
51%
47%
54%
0%
64%
55% 56%
48% 48%
23%
25% 33%
33%
31%
0%
31%
29% 29%
31%
37%
6%
16%
13%
17%
13%
0%
3%
17% 13%
16%
12%
2%
3% 2% 2% 3%
0%
1% 0% 2% 4% 3%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All Paid
mostly paid
Equal free/paid
Mostly free
All free
48

50. Parental attitudes toward apps: Age comparison
Data shows combination of those that agree somewhat and fully agree with the statement
54%
47%
52%
33%
43%
56%
66%
69%
69%
65%
30%
39%
48%
67%
66%
63%
52%
57%
59%
71%
0% 10% 20% 30% 40% 50% 60% 70% 80%
I feel my child listens to me when I ask them to stop playing an
app
Apps are a lifesaver when I need my child to be occupied
I don't mind my child playing apps
Apps are not good for kids at this age--they are no more than
"digital babysitters"
My child plays apps socially with their siblings and/or their
friends
I am concerned about privacy issues that companies collect
when my child downloads an app
I have reservations about how much time my kids spend
playing apps
I would rather have them doing other things than playing apps
Apps are great for kids when they help them learn to read
and/or teach moral lessons
I feel apps are a totally fine activity for my child at appropriate
times
7 to 12
0 to 6
49

51. How frequently do your kids download apps?
3%
4%
2%
3%
3%
2%
5%
2%
4%
5%
6%
10%
7%
10%
6%
6%
5%
6%
10%
12%
6%
13%
16%
24%
21%
6%
9%
15%
26%
23%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Boys: 3 to 4
Boys: 5 to 6
Boys: 7 to 8
Boys: 9 to 10
Boys: 11 to 12
Girls: 3 to 4
Girls: 5 to 6
Girls: 7 to 8
Girls: 9 to 10
Girls: 11 to 12
All the time Very frequently A few times a week
50

52. When are they allowed to play with apps?
8%
7%
8%
8%
8%
6%
9%
7%
7%
13%
33%
39%
41%
50%
51%
57%
60%
64%
64%
59%
59%
54%
51%
42%
42%
38%
31%
30%
30%
28%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Boys: 3 to 4
Girls: 3 to 4
Boys: 5 to 6
Girls: 5 to 6
Boys: 7 to 8
Girls: 7 to 8
Girls: 9 to 10
Boys: 9 to 10
Boys: 11 to 12
Girls: 11 to 12
Anytime they want With some restrictions At very limited times
51

53. What's important in an app for Kids 0 to 6?
16%
21%
32%
33%
39%
44%
44%
47%
54%
49%
24%
19%
9%
6%
4%
16%
15%
11%
7%
8%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Is based on a series or character they like
Helps them with social skills
Helps them read
Is fun
Is educational
Critical Somewhat important Less important Not important
52

54. What's important in an app for Kids 7 and older?
15%
19%
28%
32%
32%
42%
45%
47%
56%
52%
29%
22%
14%
7%
9%
15%
14%
12%
6%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Is based on a series or character they like
Helps them with social skills
Helps them read
Is fun
Is educational
Critical Somewhat important Less important Not important
53

55. When do they usually play with apps?
2%
4%
9%
11%
11%
15%
25%
26%
30%
40%
45%
5%
8%
20%
18%
8%
11%
23%
37%
28%
33%
55%
0% 10% 20% 30% 40% 50% 60%
Before school
Whenever they want
When they are with their friends
Before bed
Other, please specify
I don't let them use apps
When we are waiting in line or at a restaurant
When they are bored
When they need a distraction
When I need them to keep busy while I do something else
When in the car
7 to 12
0 to 6
54

56. Do they play alone or with others?
3%
0%
35%
24%
7%
5%
18%
19%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Play with friends (in person)
Play with friends (remotely)
Play with parent
Play with siblings
7 to 12
0 to 6
55

57. How satisfied are you with the time they spend on
Apps?
26%
41%
26%
3%
5%
18%
43%
27%
7%
5%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Very satisfied Mostly satisfied Neutral/unsure Less than satisfied Not at all satisfied
0 to 6
7 to 12
56

58. Would you spend more money on apps for your kids
if they demonstrated better learning outcomes?
23%
52%
25%
0%
10%
20%
30%
40%
50%
60%
Yes, definitely Maybe, depending on how
convinced I am
No, I think our needs are met with
what we are currently spending
57

59. Section 4: Takeaways
• Girls getting earlier & deeper access to devices
• Free apps are majority of app downloads
• Parents little ambivalent about 7-12 app behavior
• Overall parents relatively positive about apps
58

60. TEENAGERS
Section 6
59

61. Devices teenagers use on a regular basis (last 4
waves, overall)
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%
A Kindle e-reader
An iPad
Another type of Smart Phone
An iTouch
An iPhone
A simple cell phone (no video, gaming, apps)
Cable TV box
A video game system
A home computer (not laptop)
A laptop
A television
Spring 13
Fall 12
Spring 12
Fall 11
60

62. Role of Books compared to other media
(3 year trend, overall)
21%
26%
22%
20%
18%
44%
43%
44%
47%
43%
34%
31%
34%
33%
40%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%
Total Fall 11 Spring 12 Fall 12 Spring 13
A more important role
An equally important role
A less important role
+9%
-9%
61

63. How often have teenagers….
10%
15%
20%
25%
30%
35%
Fall 11 Spring 12 Fall 12 Spring 13
…..read book not for school?
Not at All
Once or twice
Fairly often
Very often
62

64. How often have teenagers….
0%
10%
20%
30%
40%
50%
60%
70%
80%
Fall 11 Spring 12 Fall 12 Spring 13
...read an ebook?
Not at All
Once or twice
Fairly often
Very often
63

65. Overall YA Format preference by wave:
42% 41% 43%
21%
25% 24%
28%
34%
21% 22%
18%
25%
3% 4% 3%
14%
1% 2% 2%
5%8% 7% 5%
2%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fall 11 Spring 12 Fall 12 Spring 13
Don't know
I strongly prefer e-books
I generally prefer e-
books
I have no preference
I generally prefer
print, books but are
open to e-books
I strongly prefer print
books
64

66. Section 5: Takeaways
• iPhone & iPad continue gains
• Some shift in perceived value of books
• Teens reading less for pleasure
• Teen e-book usage flat
• Teen attitudes toward e-books on rise
65

67. THANK YOU!
Market
Research
Kristen McLean
Project Editor
@BKGKristen
Carl Kulo
Project Analyst
@Bowker
@BKGKristen