Ibpa university 2012 angela bole & kelly gallagher
- 2. © 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 3. Rewind
% book buyers who purchased an e-book (US)
14%
12% 13%
10%
8%
6%
4%
2%
3%
0%
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 4. © 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 5. % book buyers who purchased an e-book (US)
14%
12% 13%
10%
8%
6%
4%
2%
3%
0%
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 6. % book buyers who purchased an e-book (US)
18%
16% 17%
14%
12%
10%
8% 9%
6%
4%
2%
0%
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 9. Fiction is Stranger than Truth
22.9%
20.9%
Fiction
14.0% Romance
Fiction Mystery
13.7%
13.1% Graphic Novels
8.5% Biographies
Cooking
3.1%
Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2
2009 2009 2009 2009 2010 2010 2010 2010 2011 2011
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 10. Q3 2011Genre Share and E-Book %
Adult Fiction 26%
Juvenile 11%
Adult Non Fiction 15%
Religion 12%
Young Adult 17%
11%
Science Fiction 29%
Christian Fiction 40%
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 11. “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?
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 12. Power Buyer = someone
who purchases 4 or more
books a month. Consolidated group of
your best
customers who share
one
common trait –
regardless
of ‘p’ or ‘e’
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 13. A Book Buyer by any Name… (or Format)
Heavy Book Buyers Heavy Ebook Buyers
70%
60%
50%
40%
30%
20%
10%
0%
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 14. Conversion rate of heavy book
buyers to “e” slowed in 2011
Q: When did you buy your first eBook? A: Within last 6 months
20%
18% 18%
16%
14% 15%
12% 12%
10%
8% 8%
6%
4%
2%
0%
Jan_11 May_11 Aug_11 Nov_11
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 15. Do not own a
device
Why? Have purchased an ebook
Do own a device
Have never purchased an ebook
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 16. What keeps you from buying e-books?
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 17. Value of Power Buyers
Print ‘e’
35% of
22% of
Buyers
Buyers
60% of eBooks
53% of Books Purchased
Purchased
50% of $$$ 48% of $$$
Purchased Purchased
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 18. Power Buyers Demonstrate Loyalty
60.0%
45% 44% 43%
41%
40.0%
32%
27%
24% 22%
20%
20.0%
15%
0.0%
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
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 19. “E” at the Expense of “P”
100.0
90.0
80.0
70.0
42 56 62
60.0
69 66 other
50.0
e-book
40.0
paperback
30.0
16
hardcover
21
20.0
16 18
26 15
10.0
15 9 11 12
0.0
Within the last 2 to 6 MONTHS 7 to 12 MONTHS 1 to 2 YEARS ago 2 or more YEARS
MONTH ago ago ago
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 21. Fiction is Stranger than Truth
22.9%
20.9%
Fiction
14.0% Romance
Fiction Mystery
13.7%
13.1% Graphic Novels
8.5% Biographies
Cooking
3.1%
Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2
2009 2009 2009 2009 2010 2010 2010 2010 2011 2011
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 23. % book buyers who purchased an e-book (US)
18%
16% 17%
14%
12%
10%
8% 9%
6%
4%
2%
0%
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 25. Power Buyers Demonstrate Loyalty
60.0%
45% 44% 43%
41%
40.0%
32%
27%
24% 22%
20%
20.0%
15%
0.0%
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
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 26. “E” at the Expense of “P”
100.0
90.0
80.0
70.0
42 56 62
60.0
69 66 other
50.0
e-book
40.0
paperback
30.0
16
hardcover
21
20.0
16 18
26 15
10.0
15 9 11 12
0.0
Within the last 2 to 6 MONTHS 7 to 12 MONTHS 1 to 2 YEARS ago 2 or more YEARS
MONTH ago ago ago
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 27. Saturated?
According to a Verso Digital study of
consumer book buying habits, the
number of consumers resistant to
purchasing an e-reading device has
increased from 40% in December 2009,
to 52% in December 2011.
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 30. © 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 31. © 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 32. What about children and youth?
Are they pathways to exponential growth?
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 33. Kids 7 – 12 Important Facts:
They have a video game system 68%
They share a computer with the rest of… 61%
They surf the web 44%
They have their own computer 27%
They own their own cell phone 25%
They use my/our mobile device that we… 20%
They have an iTouch 12%
They download apps to a mobile… 11%
They use an iPad 10%
They own their own reading device like a… 7%
They have an iPhone 4%
0% 10% 20% 30% 40% 50% 60% 70% 80%
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 34. Teens Triple Rate of E-book Reading
100%
6%
90% 19%
80%
70%
60%
50%
94%
Yes
40% 81% No
30%
20%
10%
0%
2010 2011
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 35. Apple is the Format of Choice
iTouch 28% 17% 56%
iPhone 17% 32% 51%
iPad 13% 37% 50%
Netbook 12% 17% 71%
Kindle (original or DX) 6% 15% 79%
Kindle Touch 4% 18% 78%
Other e-book reader 4% 12% 84%
Nook 4% 13% 84%
Nook Color 3% 15% 82%
Kindle Fire 2% 19% 79%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Currently own or have Considering a purchase/acquisition No interest in purchasing
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
- 36. Bold Predictions for 2012?
25%
30%
40%
What’s ultimately best for the industry?
© 2012, the Book Industry Study Group, Inc, R.R. Bowker