Jonathan Nowell A Look at the US Children's Book Market

7 594 vues

Publié le

In this presentation at Launch Kids, Jonathan Nowell of Nielsen Book will examine the data his company has developed about the habits and preferences of younger readers and children's book buyers. He will offer insight about the consumption habits of younger readers with some thoughtful speculation about how children's book buying is changing over time (across formats and channels) and why young people today continue to remain attached to the printed book.

Publié dans : Données & analyses
1 commentaire
14 j’aime
Statistiques
Remarques
Aucun téléchargement
Vues
Nombre de vues
7 594
Sur SlideShare
0
Issues des intégrations
0
Intégrations
510
Actions
Partages
0
Téléchargements
333
Commentaires
1
J’aime
14
Intégrations 0
Aucune incorporation

Aucune remarque pour cette diapositive

Jonathan Nowell A Look at the US Children's Book Market

  1. 1. January 2015 US CHILDREN’S BOOK MARKET JONATHAN NOWELL NIELSEN BOOK PRESIDENT
  2. 2. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 2 AGENDA Children’s book sales around the world US children’s Book market Our big opportunities … and a challenge
  3. 3. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 3 6.3% 7.6% -0.1%-1.8% 7.8% 8.1% 12.8% -2.4% 1.6% CHILDREN’S BOOK SALES AROUND THE WORLD Global growth in Children’s print book market 28.0%* *Brazil data based on Quarter 3-5 2013 vs Quarter 3-5 2014 9.9%
  4. 4. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 4 2013: THE BEST YEAR TO DATE? 0 50 100 150 200 250 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Millions Juvenile 2004 – 2013 CAGR: 4% Source: Bookscan
  5. 5. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 5 2014 WAS EVEN BETTER Source: Bookscan Physical Unit Sales in Juvenile Books 12.8% Growth 200 226 0 50 100 150 200 250 2013 2014 Millions
  6. 6. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 6 JUVENILE’S BESTSELLERS HAVE GOTTEN BIGGER Overall Bestsellers 2013 (All Categories) # Title Author Imprint Pub Date 2013 Sales 1 HARD LUCK KINNEY JEFF AMULET BOOKS 11/1/2013 1,825,931 2 INFERNO BROWN DAN DOUBLEDAY BOOKS 5/1/2013 1,400,835 3 KILLING JESUS: A HISTORY O'REILLY BILL HENRY HOLT & COMPANY 9/1/2013 1,111,271 4 PROOF OF HEAVEN: A NEUROSURGEO ALEXANDER EBEN SIMON & SCHUSTER 10/1/2012 935,998 5 THE HOUSE OF HADES RIORDAN RICK DISNEY PRESS 10/1/2013 926,059 6 DIVERGENT ROTH VERONICA KATHERINE TEGEN BOOKS 2/1/2012 829,770 7 JESUS CALLING: ENJOYING PEACE YOUNG SARAH THOMAS NELSON PUB 10/1/2004 828,531 8 SYCAMORE ROW GRISHAM JOHN DOUBLEDAY BOOKS 10/1/2013 700,241 9 THE THIRD WHEEL KINNEY JEFF AMULET BOOKS 11/1/2012 667,330 10 HAPPY, HAPPY, HAPPY: MY LIFE A ROBERTSON PHIL HOWARD BOOKS 5/1/2013 651,395 11 ALLEGIANT ROTH VERONICA KATHERINE TEGEN BOOKS 10/1/2013 646,482 12 LEAN IN: WOMEN, WORK, AND THE SANDBERG SHERYL KNOPF PUBLISHING GROUP 3/1/2013 628,776 13 THE FAULT IN OUR STARS GREEN JOHN DUTTON BOOKS 1/1/2012 628,005 14 THINGS THAT MATTER: THREE DECA KRAUTHAMMER C CROWN FORUM 10/1/2013 600,557 15 DOCTOR SLEEP KING STEPHEN SCRIBNER BOOK COMPANY 9/1/2013 564,956 16 THE GREAT GATSBY FITZGERALD F. SC SCRIBNER BOOK COMPANY 10/1/2004 564,630 17 AND THE MOUNTAINS ECHOED HOSSEINI KHALED RIVERHEAD BOOKS 5/1/2013 561,023 18 FIFTY SHADES OF GREY JAMES E. L. VINTAGE BOOKS 4/1/2012 558,046 19 SI-COLOGY 1: TALES AND WISDOM ROBERTSON SI HOWARD BOOKS 9/1/2013 542,219 20 STRENGTHS FINDER 2.0: A NEW AN RATH TOM GALLUP PRESS 2/1/2007 537,987 Source: Bookscan
  7. 7. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 7 BIGGER AND BIGGER Overall Bestsellers 2014 YTD Thru 11/23/2014 (All Categories) # Title Author Imprint Pub Date YTD Sales 1 THE FAULT IN OUR STARS GREEN JOHN SPEAK 4/1/2014 1,708,169 2 DIVERGENT ROTH VERONICA KATHERINE TEGEN BOOKS 2/1/2012 1,399,710 3 INSURGENT ROTH VERONICA KATHERINE TEGEN BOOKS 5/1/2012 1,240,220 4 ALLEGIANT ROTH VERONICA KATHERINE TEGEN BOOKS 10/1/2013 1,083,885 5 THE FAULT IN OUR STARS GREEN JOHN SPEAK 4/1/2014 892,687 6 GONE GIRL FLYNN GILLIAN BROADWAY BOOKS 4/1/2014 846,624 7 THE FAULT IN OUR STARS GREEN JOHN DUTTON JUVENILE 1/1/2012 781,042 8 THE LONG HAUL KINNEY JEFF AMULET BOOKS 11/1/2014 699,928 9 KILLING PATTON: THE STRANGE DE O'REILLY BILL HENRY HOLT & COMPANY 9/1/2014 685,187 10 LOOKING FOR ALASKA GREEN JOHN SPEAK 1/1/2007 661,012 11 IF I STAY FORMAN GAYLE SPEAK 4/1/2010 651,264 12 FROZEN SAXON VICTORIA RANDOM HOUSE DISNEY 10/1/2013 600,279 13 MINECRAFT: REDSTONE HANDBOOK: SCHOLASTIC INC. SCHOLASTIC INC. 4/1/2014 597,286 14 THE MAZE RUNNER DASHNER JAMES DELACORTE PRESS BOOKS FOR Y 8/1/2010 588,701 15 MINECRAFT: ESSENTIAL HANDBOOK: SCHOLASTIC INC. SCHOLASTIC INC. 11/1/2013 577,180 16 JESUS CALLING: ENJOYING PEACE YOUNG SARAH THOMAS NELSON PUBLISHERS 10/1/2004 570,855 17 FOUR ROTH VERONICA KATHERINE TEGEN BOOKS 7/1/2014 552,728 18 FROZEN: JOURNEY TO THE ICE PAL BERRIOS FRANK RANDOM HOUSE DISNEY 10/1/2013 543,710 19 HARD LUCK KINNEY JEFF AMULET BOOKS 11/1/2013 512,219 20 FROZEN: BIG SNOWMAN, LITTLE SN RABE TISH RANDOM HOUSE DISNEY 10/1/2013 492,822 Source: Bookscan
  8. 8. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 8Source: Bookscan JUVENILE’S GROWTH IS DRIVING THE INDUSTRY Overall US Physical Book Market 2012-2014 0 100 200 300 400 500 600 700 2012 2013 2014 Millions Adult Non-Fiction Adult Fiction Juvenile Fiction Juvenile Non-Fiction Other CAGR: 13% CAGR: -3% CAGR: 11% CAGR: -2% CAGR: 2%
  9. 9. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 9 SHIFTS IN WHERE CHILDREN’S BOOKS ARE BOUGHT 0% 5% 10% 15% 20% 25% 30% 35% 2009 2010 2011 2012 2013 1H 2014 Book clubs/Fairs E-tailers Chain Bookstores Indie Bookstores Mass Merch Consumer Survey Responses – Location of Book Purchases Source: Nielsen Books & Consumer US, 2009-2014, excludes YA.
  10. 10. OPPORTUNITIES Growth Opportunities
  11. 11. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 11 TABLET USAGE BY CHILDREN’S BUYERS Source: Nielsen Books & Consumer US, 2011 through August2014 Which of the following devices do you own? 0% 10% 20% 30% 40% 50% 60% 70% Q 1 2011 Q 2 2011 Q 3 2011 Q 4 2011 Q 1 2012 Q 2 2012 Q 3 2012 Q 4 2012 Q 1 2013 Q 2 2013 Q 3 2013 Q 4 2013 Q 1 2014 Q 2 2014 Q 3 2014 TABLET SMARTPHONE EREADER
  12. 12. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 12 19% 29% 30% 13% 7% 2% 3% 9% 26% 29% 25% 7% 0% 5% 10% 15% 20% 25% 30% 35% 1 - 2 3 - 4 5 - 6 7 - 8 9 - 10 11 - 12 Child 0-6 Child 7-12 Mean: 4.84 Mean: 7.19 CHILDREN ARE STARTING TO READ E-BOOKS YOUNGER Source: Nielsen Children’s Deep Dive US, Fall 2014 At What Age Did Your Child Start Reading eBooks?
  13. 13. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 13 SO CHILDREN’S E-BOOK SALES INCREASING … Source: Nielsen Books & Consumer US, 2014 thru June OF CHILDREN'S BOOKS PURCHASED ARE E-BOOKS 21%
  14. 14. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 14 Source: Nielsen Books & Consumer US, 2011 thru June 2014. AND GROWING AT A HEALTHY PACE E-book % Share of Children's Books Purchased 7% 15% 14% 21% 93% 85% 86% 79% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 2011 2012 2013 1H 2014 Ebooks Physical
  15. 15. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 15 BUT PRINT BOOKS ARE IMPORTANT Source: Nielsen Children’s Deep Dive US, Fall 2014 How important are the following media? 4.0 4.0 4.3 3.9 4.4 4.6 4.8 4.9 5.3 5.1 5.8 5.6 7.2 5.1 5.3 5.0 5.7 5.2 5.3 5.3 5.4 5.7 5.9 5.6 6.1 7.0 - 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 Handheld games Online games Kid-specific social networks like Club Penguin or… Video game systems eBooks Mobile apps Children's magazines Video streaming services such as Hulu or Netflix Board games Cable or broadcast television Children's DVDs Educational Websites Print books 7 or older 6 and under
  16. 16. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 16 Source: Bookscan PHYSICAL FORMATS ARE GROWING, BUT BOARD BOOKS SOAR Children’s Physical Sales by Format Q4 2013 – Q3 2014 - 20 40 60 80 100 120 140 Trade Paperback Hardcover Board Book Boxed Set MM Paperback Other Millions 2011-2012 2012-2013 2013-2014 22% CAGR 9% CAGR 9% CAGR
  17. 17. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 17 JUVENILE FICTION BY SUB-CATEGORY Source: Bookscan - 5 10 15 20 25 Humorous Stories Fantasy & Magic Social Issues Action & Adventure Media Tie-In Classics Animals Holidays & Celebrations Concepts Dystopian Science Fiction Millions 2011-2012 2012-2013 2013-2014 Unit Volume by BISAC Category Q4 2011 – Q3 2014
  18. 18. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 18 JUVENILE NON-FICTION BY SUB-CATEGORY Source: Bookscan Unit Volume by BISAC Category Q4 2011 – Q3 2014 - 1 2 3 4 5 6 7 8 Activity Books Animals Biography & Auto Games & Activities Concepts Science & Nature Religion History Study Aids Language Arts Millions 2011-2012 2012-2013 2013-2014
  19. 19. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 19 Magic Tree House in JNF History POPULAR BRANDS PERMEATE MANY CATEGORIES Star Wars in JNF Crafts and Hobbies Disney Princesses in JNF Cooking
  20. 20. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 20 CHARACTERISTICS OF JNF BUYERS Source: Nielsen Books and Consumers, 2013 and 2014 thru May per PubTrack Books and Consumers. Survey does not include buyers less than 13 years of age. Percentages reflect % share of JNF Buyers, Indices are % JNF/ % all US book buyers * 100 42% 13% 13% 33% 29% No Children Any Children <3 Yrs Any Children 3-5 Any Children 6-12 Any Children 13-17 Approximately 27% of JNF books purchased are by adults with no children and not as gifts. 15% OF JNF BOOKS PURCHASED WERE GIFTS
  21. 21. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 21 Source: Bookscan THE RISE OF YOUNG ADULT BESTSELLERS # Title Author Imprint Pub Date 2011 1 THE HUNGER GAMES COLLINS SUZANNE SCHOLASTIC PRESS 7/1/2010 1,577,952 2 DIARY OF A WIMPY KID 6: CABIN KINNEY JEFF ABRAMS 11/1/2011 1,563,302 3 CATCHING FIRE COLLINS SUZANNE SCHOLASTIC PRESS 9/1/2009 985,174 4 INHERITANCE PAOLINI CHRISTOPHER ALFRED A. KNOPF BOOKS FOR YOUN 11/1/2011 900,145 5 MOCKINGJAY COLLINS SUZANNE SCHOLASTIC PRESS 8/1/2010 853,314 6 THE SON OF NEPTUNE BK 02 RIORDAN RICK HYPERION BOOKS 10/1/2011 698,563 7 THE KANE CHRONICLES, THE, BOOK RIORDAN RICK HYPERION BOOKS 5/1/2011 534,605 8 THE UGLY TRUTH KINNEY JEFF AMULET BOOKS 11/1/2010 523,966 9 ELF ON THE SHELF AEBERSOLD CAROL V. CCA & B 12/1/2006 499,568 10 THE WIMPY KID DO-IT-YOURSELF B KINNEY JEFF AMULET BOOKS 5/1/2011 487,814 11 RODRICK RULES KINNEY JEFF AMULET BOOKS 2/1/2008 338,324 12 GOODNIGHT MOON BROWN MARGARET WISE HARPERFESTIVAL 8/1/1991 329,107 13 DIARY OF A WIMPY KID KINNEY JEFF AMULET BOOKS 4/1/2007 309,087 14 THE HEROES OF OLYMPUS, THE, BO RIORDAN RICK HYPERION BOOKS 10/1/2010 294,421 15 DIARY OF A WIMPY KID: THE LAST KINNEY JEFF AMULET BOOKS 1/1/2009 288,874 16 AWAKENED CAST P. C. ST. MARTIN'S GRIFFIN 1/1/2011 285,412 17 GREEN EGGS AND HAM: 50TH ANNIV DR SEUSS RANDOM HOUSE CHILDREN'S BOOKS 8/1/1960 282,374 18 DIARY OF A WIMPY KID #4 - DOG KINNEY JEFF ABRAMS 10/1/2009 273,985 19 OH, THE PLACES YOU'LL GO! DR SEUSS RANDOM HOUSE CHILDREN'S BOOKS 1/1/1990 261,923 20 THE HUNGER GAMES TRILOGY BOXED COLLINS SUZANNE SCHOLASTIC PRESS 8/1/2010 254,560 Top 20 Juvenile Titles – 2011
  22. 22. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 22 Source: Bookscan THE RISE OF YOUNG ADULT BESTSELLERS Top 20 Juvenile Titles – YTD thru Week 48 2014 # Title Author Imprint Pub Date YTD Sales 1 THE FAULT IN OUR STARS GREEN JOHN SPEAK 4/1/2014 1,732,157 2 DIVERGENT ROTH VERONICA KATHERINE TEGEN BOOKS 2/1/2012 1,403,653 3 INSURGENT ROTH VERONICA KATHERINE TEGEN BOOKS 5/1/2012 1,249,813 4 ALLEGIANT ROTH VERONICA KATHERINE TEGEN BOOKS 10/1/2013 1,092,487 5 THE LONG HAUL KINNEY JEFF AMULET BOOKS 11/1/2014 921,742 6 THE FAULT IN OUR STARS GREEN JOHN SPEAK 4/1/2014 897,941 7 THE FAULT IN OUR STARS GREEN JOHN DUTTON JUVENILE 1/1/2012 783,135 8 LOOKING FOR ALASKA GREEN JOHN SPEAK 1/1/2007 672,344 9 IF I STAY FORMAN GAYLE SPEAK 4/1/2010 667,870 10 FROZEN SAXON VICTORIA RANDOM HOUSE DISNEY 10/1/2013 629,080 11 MINECRAFT: REDSTONE HANDBOOK: SCHOLASTIC INC. SCHOLASTIC INC. 4/1/2014 612,832 12 THE MAZE RUNNER DASHNER JAMES DELACORTE PRESS BOOKS FOR YOUN 8/1/2010 601,700 13 MINECRAFT: ESSENTIAL HANDBOOK: SCHOLASTIC INC. SCHOLASTIC INC. 11/1/2013 594,709 14 FOUR ROTH VERONICA KATHERINE TEGEN BOOKS 7/1/2014 567,431 15 FROZEN: JOURNEY TO THE ICE PAL BERRIOS FRANK RANDOM HOUSE DISNEY 10/1/2013 564,756 16 HARD LUCK KINNEY JEFF AMULET BOOKS 11/1/2013 525,303 17 FROZEN: BIG SNOWMAN, LITTLE SN RABE TISH RANDOM HOUSE DISNEY 10/1/2013 511,098 18 PAPER TOWNS GREEN JOHN SPEAK 9/1/2009 504,535 19 FROZEN: A TALE OF TWO SISTERS LAGONEGRO MELISSA RANDOM HOUSE DISNEY 10/1/2013 486,328 20 FROZEN: THE JUNIOR NOVELIZATIO NATHAN SARAH RANDOM HOUSE DISNEY 10/1/2013 455,842
  23. 23. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 23 THE RISE OF YOUNG ADULT BESTSELLERS Count of YA ISBNs in Bookscan Juvenile Bestselling Top 20 – 2006 thru 2014 Source: Bookscan 0 2 4 6 8 10 12 2006 2007 2008 2009 2010 2011 2012 2013 2014
  24. 24. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 24 OF YOUNG ADULT BOOKS ARE BOUGHT BY ADULTS FOR THEMSELVES 80%Y A ADULTS ARE HEAVY YA READERS Source: Nielsen Books & Consumer US, Spring 2014.
  25. 25. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 25 TEENS THAT READ FOR FUN Source: Nielsen Children’s Deep Dive US, Fall2014 79% 81% 78% 70% 59% 62% 66% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Fall 11 Spring 12 Fall 12 Spring 13 Fall 13 Spring 14 Fall '14 Read for fun On the rise after a dip in 2013
  26. 26. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 26 6% 15% 29% 34% 17% 6% 15% 30% 31% 19% 6% 12% 28% 30% 24% 0% 5% 10% 15% 20% 25% 30% 35% 40% I strongly prefer eBooks I generally prefer eBooks I have no preference I generally prefer print, books but are open to eBooks I strongly prefer print books Fall 13 Spring 14 Fall 14 WHAT FORMAT DO TEENS PREFER? Source: Nielsen Children’s Deep Dive US, Fall 2013-Fall 2014.
  27. 27. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 27 UK 34% Children's Other genre CHILDREN’S SHARE OF OVERALL PRINT BOOK MARKET US 37% Children's/Juvenile Other genre China 18% Children's Other genre
  28. 28. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 28 FROM ONLINE STARDOM TO RECORD BOOK SALES Engaging teen readers through YouTube stars Nielsen BookScan/YouTube/Nielsen Books & Consumers UK 6.6million subscribers 90k copies globally in debut week 3.4million subscribers 163k copies YTD 63% of book-buyers aged 16-19 in the UK are active YouTube users. UPCOMING 3.6million subscribers 6.4million subscribers 4.1million subscribers
  29. 29. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 29 WHERE DO BOOKS RANK FOR DIFFERENT AGE GROUPS? Base: all 0-17s Weekly participation; with exception of YouTube, images are examples to illustrate type of activity, e.g. football represents sport 14-175-7 8-10 11-130-4
  30. 30. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 30 KEY TAKEAWAYS • Children’s is doing GREAT • Growth is driven by many different areas and strategies • YA Series & Media tie-ins upending traditional patterns • Some growth driven by adult consumers “for self” • Child is THE MOST important influencer • Rights growth in China • Traditional wisdom no longer applies
  31. 31. Copyright©2012TheNielsenCompany.Confidentialandproprietary. 31 OUR BIGGEST CHALLENGE IS … Base: all 0-17s Weekly participation; with exception of YouTube, images are examples to illustrate type of activity, e.g. football represents sport 14-1711-13
  32. 32. jonathan.nowell@nielsen.com

×