This document summarizes findings from a 2013 consumer survey on attitudes toward e-book reading. Some key findings include: - Frequent e-book purchasers, called "Power Buyers", accounted for 17.1% of respondents and tended to be women aged 30-54 who first acquired e-books in 2011-2012. - Tablets surpassed dedicated e-readers as the most popular device for e-book reading, led by the iPad. However, frequent e-book purchasers still preferred dedicated e-readers. - Amazon remained the dominant source for e-book acquisition but its dominance may have been slipping as tablets increased in popularity. - The study observed global e

1. Consumer Attitudes Toward E-book Reading
Making Information Pay | May 15, 2013
© 2013, the Book Industry Study Group, Inc.

2. But first…
© 2013, the Book Industry Study Group, Inc. 2
Angela Bole
Deputy Executive Director, BISG
IBPA

3. But first…
© 2013, the Book Industry Study Group, Inc. 3
Angela Bole
Deputy Executive Director, BISG
IBPA

4. What is this transformation, really?
© 2013, the Book Industry Study Group, Inc. 4

5. What is this transformation, really?
© 2013, the Book Industry Study Group, Inc. 5

6. Why This Study?
6© 2013, the Book Industry Study Group, Inc.
 Longest running trended
study of e-book
purchases
 Now in it’s fourth year
 Data derived from
nationally representative
panel of more than
50,000 unique book
buying men, women and
teens
 More than 1,000
panelists actually
surveyed

7. Power Buyers
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8. Purchase Frequency
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17.10%
55.10%
26.50%
1.30%
I frequently acquire e-
books (at least weekly)
I acquire e-books on
occasion (once or
twice a month)
I rarely or sporadically
acquire e-books
Other, please specify

9. Power Buyers
© 2013, the Book Industry Study Group, Inc. 9
17.10%
55.10%
26.50%
1.30%
I frequently acquire e-
books (at least weekly)
I acquire e-books on
occasion (once or
twice a month)
I rarely or sporadically
acquire e-books
Other, please specify

10. Meet Your Power Buyer
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11. 0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Frequently Occasionally Rarely
Male
Female
Power Buyer Demo
(Gender)
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12. 0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
18-29
Yrs
30-44
Yrs
45-54
Yrs
55-64
Yrs
65+ Yrs
Frequently
Occasionally
Rarely
Power Buyer Demo
(Age)
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13. 0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Frequently
Occasionally
Rarely
Power Buyer Demo
(Occupation)
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14. 0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
I frequently acquire
e-books (at least
weekly)
I acquire e-books on
occasion (once or
twice a month)
I rarely or
sporadically acquire
e-books
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Power Buyer Demo
(First Acquisition)

15. Power Buyer Demo
(Purchase Behavior)
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Frequently Occasionally Rarely
I now exclusively purchase
e-books, and no longer
purchase print books
I mostly purchase e-books,
and purchase fewer print
books than I used to
I purchase e-books and print
books interchangeably, I
have no preference
I no longer buy e-books,
only print books
I prefer some types or
genres of books as e-books
and others as print

16. Power Buyer Demo
(Purchase Behavior)
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Frequently Occasionally Rarely
I now exclusively purchase
e-books, and no longer
purchase print books
I mostly purchase e-books,
and purchase fewer print
books than I used to
I purchase e-books and print
books interchangeably, I
have no preference
I no longer buy e-books,
only print books
I prefer some types or
genres of books as e-books
and others as print

17. Power Buyer Demo
(Purchase Behavior)
© 2013, the Book Industry Study Group, Inc. 17
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Frequently Occasionally Rarely
I now exclusively purchase
e-books, and no longer
purchase print books
I mostly purchase e-books,
and purchase fewer print
books than I used to
I purchase e-books and print
books interchangeably, I
have no preference
I no longer buy e-books,
only print books
I prefer some types or
genres of books as e-books
and others as print

18. © 2013, the Book Industry Study Group, Inc. 18
Power Buyer Demo
(Acquisition Source)

19. Genre Preference buy Purchase Frequency
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0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Literary Fiction Mystery/Thriller Romance
Frequently
Occasionally
Rarely

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21. What is your preferred device
for reading e-books?
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
Jan-13
Desktop
iPad/iPad Mini
Android or other tablet
Kindle Fire
Kindle E-Reader
Nook Tablet
Nook Reader
Nook Color
Other Dedicated E-Reader

22. What is your preferred device
for reading e-books?
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
Jan-13
Desktop
iPad/iPad Mini
Android or other tablet
Kindle Fire
Kindle E-Reader
Nook Tablet
Nook Reader
Nook Color
Other Dedicated E-Reader

23. What is your preferred device
for reading e-books?
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
Jan-13
Desktop
iPad/iPad Mini
Android or other tablet
Kindle Fire
Kindle E-Reader
Nook Tablet
Nook Reader
Nook Color
Other Dedicated E-Reader

24. What is your preferred device
for reading e-books?
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Jan-11
Mar-11
May-11
Jul-11
Sep-11
Nov-11
Jan-12
Mar-12
May-12
Jul-12
Sep-12
Nov-12
Jan-13
Desktop
iPad/iPad Mini
Android or other tablet
Kindle Fire
Kindle E-Reader
Nook Tablet
Nook Reader
Nook Color
Other Dedicated E-Reader

25. What is your preferred device
for reading e-books?
© 2013, the Book Industry Study Group, Inc. 25
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Amazon
Desktop/Laptop
All Other

26. What is your preferred device
for reading e-books – Power Buyers
© 2013, the Book Industry Study Group, Inc. 26

27. What is your preferred device
for reading e-books?
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0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Tablets
Dedicated E-Readers
Frequently
Occasionally
Rarely

28. What is your preferred device
for reading e-books?
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29. Tablet Usage Behavior:
eBook Acquirers
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0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0% Nov-11
Dec-11
Jan-12
Feb-12
Mar-12
Apr-12
May-12
Jun-12
Jul-12
Aug-12
Sep-12
Oct-12
Nov-12
Dec-12
Jan-13
Feb-13
Apple iPad

30. © 2013, the Book Industry Study Group, Inc. 30

31. E-Books Globally
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32. E-Books Globally
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33. The e-book consumer is increasingly resembling the p-book consumer
Power Buyers are grown, not born
Tablets are (slowly) overtaking dedicated e-readers
But Power Buyers still prefer dedicated e-readers.
Amazon still dominates, but is that dominance slipping?
Watch for growing opportunities in emerging markets like Brazil and India
Conclusion
© 2013, the Book Industry Study Group, Inc. 33