These are the slides from Kristen McLean's presentation "Understanding the US Children's Book Consumer in the Digital Age" at the Australian Publishers' Click on Kids Conference in Sydney on 8-1-13.

1. • Tracking
consumer
book
&
ebook
purchasing:
• Monthly
online
interviews
with
book
buyers
• Na;onally
representa;ve
of
those
aged
13+
•
c50
ques;ons
x
3K
buyers
per
month
• 36K
buyers
/
c90K
books
per
year
•
c75
ques;ons
x
6K
buyers
per
month
• 72K
buyers
/
c150K
books
per
year
Bowker
Market
Research
Overview

2. Bowker
Market
Research
Overview
Book
buyers
Books
bought
What?
Where?
When?
Demographics
Media
usage
Leisure
habits
Why?
Who
for?
Book
spend
Publisher,
format,
genre,
author,
price,
discoun;ng
Channel,
retailer
Month,
quarter,
YTD
Discovery,
influences,
use
Sex
&
age,
rela;onship,
occasion

3. This
presenta;on,
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
ac7vi7es,
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
3

4. WHO
WE
ARE
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
4

5. v Core
ques;ons
about
influences
and
ac;vi;es
v Collabora;ve
effort
among
all
subscribers
v Proprietary
ques;ons
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)
ü
At
95%
confidence
level,
Margin
of
Error
=
+/-­‐
3.1%
for
each
segment
of
1,000
METHODOLOGY
5

6. Par7cipants:
• Disney
• Chronicle
• Lihle
Brown
Books
for
Young
Readers
• Random
House
• Nickelodeon
• Scholas;c
• HarperCollins
• Sesame
Street
• Penguin
6

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

8. EXECUTIVE
SUMMARY
v KEY
FINDINGS
WAVE
FIVE
(Spring
2013)
• Mobile
is
star;ng
to
have
an
impact
• Consumers
making
more
buying
decisions
w/o
input
• Girls
are
gekng
earlier
access
to
devices
than
boys
• Hardcover
is
losing
ground
• Book
related
online
behavior
in
decline
• Teens
reading
less
for
pleasure
• Teen
e-­‐book
aktudes
improving,
but
not
adop;on
8

9. Overview
of
Presenta7on
• Sec;on
1:
What’s
New
in
Kids
Book
Acquisi;on
and
Discovery
• Sec;on
2:
A
look
at
Girls
and
Boys
• Sec;on
3:
The
Child’s
Environment
• Sec;on
4:
Beyond
Kid’s
Books
–
The
World
of
Kids
Apps
• Sec;on
5:
Teenagers
9

10. WHAT’S
DIFFERENT
IN
KID’S
BOOK
ACQUISITION
&
DISCOVERY
SECTION
1:
10

11. THE
LARGER
LANDSCAPE
Data
from
the
Bowker
Market
Research
Tracker
11

12. 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
Fic7on
Children's
(All)
Young
Adult
©
Bowker
Market
Research
Books
&
Consumers
Monthly
Tracker
2012/13
–
Based
on
New
Books
Purchased
12

13. How affluent is the Children’s buyer? (Jan/Feb 2013)
13
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
Fic7on
Children's
(All)
Young
Adult
©
Bowker
Market
Research
Books
&
Consumers
Monthly
Tracker
2012/13
–
Based
on
New
Books
Purchased

14. Insert
Image
Here
Planned Vs. Impulse: Children’s Jan/Feb 2013
14
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
7me,
but
not
specific
bk
Planned
this
specific
book,
but
not
at
that
specific
7me
Planned
this
specific
book
at
that
specific
7me
©
Bowker
Market
Research
Books
&
Consumers
Monthly
Tracker
2012/13
–
Based
on
New
Books
Purchased

15. Insert
Image
Here
Awareness – Children’s Genre Trend
15
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
recommenda7on
from
a
friend/rela7ve
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

16. Insert
Image
Here
Reason for Purchase – Children’s Genre Trend
16
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
7tle
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

17. How is Children’s being purchased?
17
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
7%
<1%
1%

18. In what format is Children’s being purchased?
18
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
-­‐8%
+12%

19. The
Children’s
Study
Data
from
Understanding
the
Children’s
Consumer
in
the
Digital
Age
19

20. 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
na;onal
or
Books-­‐a-­‐Million
bookstore
Half-­‐Price
Books
Supermarket
Scholas;c
book
fairs
Used
bookstore
Garage
sale/sidewalk
sale/secondhand
shop
School
Library
Scholas;c
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
20

21. 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
na;onal
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
Scholas;c
book
fairs
WalMart
or
Sam's
Club
Scholas;c
book
clubs
School
Library
Barnes
&
Noble
bookstore
Amazon.com
Public
Library
Fall
12
Spring
13
21

22. Sources
of
Recommenda7ons:
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
adver;sement
Print
adver;sement
A
publisher's
website
Author
blogs
General
interest
magazines
Bookstore
-­‐
asking
the
sales
clerk
School
Librarian
Mommy/Paren;ng
blog
Public
Librarian
Paren;ng
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
22

23. Sources
of
Recommenda7ons:
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
adver;sement
Print
adver;sement
Author
blogs
TV
ad
A
publisher's
website
General
interest
magazines
Mommy/Paren;ng
blog
Bookstore
-­‐
asking
the
sales
clerk
Paren;ng
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
23

24. 4-­‐Wave
trend
of
recommenda7ons
(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
Paren;ng
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
24

25. HH
Income
difference
of
those
geqng
library
recommenda7on…
10%
10%
14%
8%
23%
31%
14%
14%
13%
10%
5%
7%
10%
8%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All
Kid's
Book
Buyers
Listed
LIBRARY
as
Recommenda;on
Prefer
Not
To
Answer
$150.0
and
over
$100.0
-­‐
149.9K
$75.0-­‐99.9K
$50.0-­‐74.9K
$35.0-­‐49.9K
$25.0-­‐34.9K
<$25.0K
25

26. Educa7on
Level
difference
of
those
geqng
library
recommenda7on…
13%
10%
25%
21%
40%
43%
21%
25%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
All
Kid's
Book
Buyers
Listed
LIBRARY
as
Recommenda;on
Post
College+
College
Grad
Some
College
High
School
Grad
<High
School
26

27. Sec7on
1:
Takeaways
• Mobile
&
tablet
star;ng
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
27

28. A
LOOK
AT
GIRLS
AND
BOYS
SECTION
2:
28

29. Where
do
parents
go
for
recommenda7ons?
(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
Paren;ng
Magazine
Teacher
Bookstore
-­‐
browsing
the
shelf
Friend/family
I
make
my
own
decision
with
no
other
input
Girl
Boy
29

30. Where
do
parents
go
for
recommenda7ons?
(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
input
GIRL
(487)
BOY
(519)
Mainly
the
child
herself
30

31. 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-­‐Fic;on
Book
Novelty
book
Bible/Prayer
Books
Interac;ve
Leveled
Reader
Sound
Book
Workbook
Beginning/Early
Reader
Ac;vity
Book
Coloring
Book
Picture
Story
book
Girl
Boy
31

32. 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%
Interac;ve
book
Reference
Book
Graphic
Novel
Bible/Prayer
Books
Picture/Story
Book
Ac;vity
Book
Leveled
Reader
Non-­‐Fic;on
Book
Series
Chapter
Book
GIRL
(487)
BOY
(519)
32

33. Important
factors
in
geqng
book
(0
to
6)…
For
girls……
For
boys…….
7%
7%
5%
8%
10%
25%
39%
46%
0%
50%
100%
I
just
needed
to
pick
something
fast
Celebrity
author
There
was
"buzz"
around
this
book
You
liked
the
size,
packaging,
binding
The
;tle
or
cover
caught
your
ahen;on
It
was
a
good
price
Your
child
likes
the
character
or
series
Topic,
story,
subject
interested
your
child
Boys
0
to
6
Major
factor
Cri;cal
factor
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,
binding
The
;tle
or
cover
caught
your
ahen;on
It
was
a
good
price
Your
child
likes
the
character
or
series
Topic,
story,
subject
interested
your
child
Girls
0
to
6
Major
factor
Cri;cal
factor
33

34. Important
factors
in
geqng
book
(7
to
12)
For
girls……
For
boys…….
1%
2%
3%
5%
7%
20%
41%
43%
0%
50%
100%
Celebrity
author
I
just
needed
to
pick
something
fast
There
was
"buzz"
around
this
book
You
liked
the
size,
packaging,
binding
The
;tle
or
cover
caught
your
ahen;on
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
Cri;cal
factor
4%
4%
5%
8%
10%
23%
43%
48%
0%
50%
100%
I
just
needed
to
pick
something
fast
Celebrity
author
There
was
"buzz"
around
this
book
You
liked
the
size,
packaging,
binding
The
;tle
or
cover
caught
your
ahen;on
It
was
a
good
price
Your
child
likes
the
character
or
series
Topic,
story,
subject
or
story
interested
your
Boys
7
-­‐
12
Major
factor
Cri;cal
factor
34

35. How
many
days
a
week
to
children
read
for
fun?
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
35

36. Sec7on
2:
Takeaways
• Moms
more
comfortable
picking
books
for
girls
• Parents
seek
more
input
for
boys
• Non-­‐fic;on
cri;cal
category
for
boys
• Boys
pleasure
reading
peaks
at
7-­‐8
• Girls
pleasure
reading
peaks
at
9-­‐10
36

37. The
child’s
environment
SECTION
3
37

38. Usage
Comparison
–
Kindle
vs.
iPad
(of
those
who
have
that
device
in
the
HH)
Kindle
eReader
iPad
80%
83%
11%
13%
20%
28%
11%
9%
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
81%
82%
19%
40%
26%
40%
13%
12%
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
38

39. Rela7ve
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
39

40. Trends
in
ac7vi7es
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
(Neylix)
Fall
11
Spring
12
Fall
12
Spring
13
40

41. 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
par;cipated
in
blog/chat
gone
to
website
about
other
books
by
author/series
read
online
reviews
wrote
their
own
review
of
book
par;cipated
in
book
reading
club
Fall
11
Spring
12
Fall
12
Spring
13
What
is
going
on
here?!?
41

42. 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
Par;cipated
in
blog/
chat
Gone
to
website
to
find
out
about
other
books
Read
online
reviews
about
the
book
Wrote
a
review
about
the
book
Par;cipated
in
a
book
discussion/
reading
club
Fall
11
Spring
12
Fall
12
Spring
13
Why
is
behavior
changing?
42

43. Do
the
parents
read
ebooks?
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
43

44. How
do
you
prefer
that
your
kids
read?
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
44

45. How
likely
you/your
kids
(0
to
6)
to
do
each
of
the
following
around
a
book
they
read?
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
45

46. How
likely
you/your
kids
(7-­‐12)
to
do
each
of
the
following
around
a
book
they
read?
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
46

47. Sec7on
3:
Takeaways
• Mobile
app
use
becoming
>
important
• Tablet
games
&
video
streaming
on
rise
• Book-­‐related
online
ac;vi;es
in
decline
• Parent’s
e-­‐reading
behavior
flat
• Parent’s
print
–vs–
ebook
preference
flat
47

48. Beyond
Kid’s
Books
–
The
World
of
Kids
Apps
SECTION
4
48

49. Access
to
Devices
with
Apps?
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
49

50. 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
50

51. Are
they
allowed
to
download
apps
on
their
own?
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
lihle
restric;on
51

52. Approximately
what
%
of
the
Apps
are….
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
52

53. Parental
aqtudes
toward
apps:
Age
comparison
Data
shows
combinaBon
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
babysihers"
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
reserva;ons
about
how
much
;me
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
ac;vity
for
my
child
at
appropriate
;mes
7
to
12
0
to
6
53

54. How
frequently
do
your
kids
download
apps?
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
;me
Very
frequently
A
few
;mes
a
week
54

55. When
are
they
allowed
to
play
with
apps?
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
Any;me
they
want
With
some
restric;ons
At
very
limited
;mes
55

56. What's
important
in
an
app
for
Kids
0
to
6?
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
educa7onal
Cri7cal
Somewhat
important
Less
important
Not
important
56

57. What's
important
in
an
app
for
Kids
7
and
older?
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
educa7onal
Cri7cal
Somewhat
important
Less
important
Not
important
57

58. 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
wai;ng
in
line
or
at
a
restaurant
When
they
are
bored
When
they
need
a
distrac;on
When
I
need
them
to
keep
busy
while
I
do
something
else
When
in
the
car
7
to
12
0
to
6
58

59. 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
59

60. How
sa7sfied
are
you
with
the
7me
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
sa;sfied
Mostly
sa;sfied
Neutral/unsure
Less
than
sa;sfied
Not
at
all
sa;sfied
0
to
6
7
to
12
60

61. Would
you
spend
more
money
on
apps
for
your
kids
if
they
demonstrated
bever
learning
outcomes?
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
61

62. Sec7on
4:
Takeaways
• Girls
gekng
earlier
&
deeper
access
to
devices
• Free
apps
are
majority
of
app
downloads
• Parents
lihle
ambivalent
about
7-­‐12
app
behavior
• Overall
parents
rela;vely
posi;ve
about
apps
62

63. TEENAGERS
Sec;on
6
63

64. 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
64

65. 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%
65

66. How
owen
have
teenagers….
21%
30%
26%
19%
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
o|en
Very
o|en
+9%
Yowza!
66

67. How
owen
have
teenagers….
72%
60%
59%
63%
13%
18%
19%
19%
8%
13%
13%
12%
7%
9%
9%
6%
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
o|en
Very
o|en
67

68. Overall
YA
Format
preference
by
wave:
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
68

69. Sec7on
5:
Takeaways
• iPhone
&
iPad
con;nue
gains
• Some
shi|
in
perceived
value
of
books
• Teens
reading
less
for
pleasure
• Teen
e-­‐book
useage
flat
• Teen
aktudes
toward
e-­‐books
on
rise
69

70. THANK
YOU!
hvp://www.bookconsumer.com/store/browse.php
@Bowker
@BKGKristen