16. Trends in how students purchase their books:
Source: Nielsen Books & Consumer
60%
50%
40%
In Store (in person)
30%
Online
app/device download
20%
other
10%
0%
AY 2010
AY 2011
AY 2012
AY 2013
16
17. DIGITAL GROWTH IMPACTS PAPERBACK
Format
80%
70%
68%
66%
62%
Paperback
60%
60%
Hardcover
Digital textbook
50%
40%
30%
27%
25%
25%
25%
20%
10%
1%
3%
6%
8%
0%
AY 2010
AY 2011
AY 2012
AY 2013
17
19. Even as digital grows
100%
Over 70% new units
90%
80%
70%
66%
60%
64%
66%
67%
67%
68%
71%
50%
% new units
40%
% used units
30%
20%
34%
36%
35%
33%
33%
32%
29%
AY 07
AY 08
AY 09
AY 10
AY 11
AY 12
AY 13
10%
0%
19
20. And New $ Have Even Greater Share
100%
90%
80%
70%
60%
72%
69%
70%
72%
72%
77%
75%
50%
New Dollars
40%
Used Dollars
30%
20%
10%
28%
31%
30%
28%
28%
24%
26%
AY 07
AY 08
AY 09
AY 10
AY 11
AY 12
AY 13
0%
20
21. The “Keepers”: Lowest Used Book Rates
% used
Engineering
Computer Training & Certification
Food Science
Computers & Information Systems
Mathematics
Biological Sciences
Accounting
Foreign Languages and Literature
Chemistry
ESL
22%
21%
21%
19%
18%
17%
16%
14%
13%
9%
0%
5%
10%
15%
20%
25%
21
23. New Textbook Prices Rising, but Used is holding
steady!
$100.00
$90.00
$82.17
$80.00
$73.85
$70.00
$77.25
$69.95
$64.31
$60.00
$50.00
$85.73
$56.98
$58.89
$60.47
$60.69
$62.94
avg new price
$50.74
avg used price
$40.00
$30.00
$20.00
$10.00
$AY 08
AY 09
AY 10
AY 11
AY 12
AY 13
23
23
25. Biggest shift: towards more custom versions
100%
90%
7%
5%
7%
5%
Supplements
80%
70%
60%
67%
58%
61%
50%
50%
Package/Bundle
40%
20%
30%
20%
10%
0%
Print
12%
13%
Digital
13%
19%
18%
17%
23%
AY 12 $
AY 13 $
Custom
0
AY 12 units AY 13 units
.
25
26. Pricing Comparison of 2 Gen Chem texts
Brown/LeMay (12E – 2012)
Tro (2E – 2010)
Used
New
Used
New
Print Book
$ 113.59
$ 137.52
$ 109.23
$ 152.92
Custom versions
$ 131.80
$ 168.05
$ 123.60
$ 167.67
Packages/Bundles
$ 141.21
$ 151.52
ebook
$ 73.68
$ 91.61 Custom Tro
generated
over
$3Million in
value!
26
27. Insert
Image
Here
Sell through Analysis…..
• What percent of students enrolled actually buy the required
textbook?
• Data shows one large publisher’s “sell-through” in 4 intro courses
100%
90%
80%
70%
60%
4%
4%
50%
20%
40%
2%
3%
10%
30%
20%
used rent
40%
10%
3%
3%
9%
5%
4%
16%
new rent
used
new
29%
32%
28%
Economics
Mathematics
Psychology
0%
English
27
28. Insert
Image
Here
Sell through…..
What if it’s custom?
• Data shows one large publisher’s “sell-through” of custom
product in same 4 courses
100%
90%
1%
80%
12%
70%
60%
1%
6%
50%
40%
0%
7%
1%
13%
new rent
used
73%
new
30%
50%
20%
used rent
50%
44%
Economics
Mathematics
Psychology
10%
0%
English
28
30. Pricing of Digital
•Overall average textbook price: $64
(New & Used – flat from 2011)
•Overall average digital textbook price: $61
(up from $56 in 2011)
30
31. Wide Array of ‘e’
Top 5 Disciplines with Highest e-Textbook Rates
AY 2013
Computers &
Information
Systems
Foreign
Languages and
Literature
Units
Up from 5% in AY 12
20.8%
7.6%
Business
Health & Health
Related
Professions
6.0%
Chemistry
5.8%
5.8%
31
33. Rental growth especially strong for Used!
Term
New Rental
Units
New Rental
Used Rental
Sales (Millions) Units
Used Rental
Sales (Millions)
AY 11
1,482,881
69
1,642,284
63
AY 12
3,217,487
146
4,076,895
140
AY 13
Growth
from AY12
4,276,910
194
7,031,355
266
33%
33%
72%
90%
Note: Rentals as sold through PT-HE Data Suppliers: Not including Chegg
33
34. Top Disciplines for Rentals:
Rank
Discipline
1
English
2
Psychology
3
Mathematics
4
History
5
Biological Sciences
34
40. Conclusions:
• Higher Ed Course Material Sales remain strong
• Bundling and Customization is working – driving strong
sales
• Stand-alone Digital textbooks remain a small part of
the market, but critical as components of overall
package
• Rentals, especially used, are growing strong!
• Still ways to make $$ in this market.
40
Welcome all. Thanks to Nadine for a great presentation on the student data.
The total Higher Ed Textbook market remains strong, despite some fall-off from 2012.
Amazing consistency over the last 3 academic years. The top 5 represent about 80% of value! Pearson maintains a strong lead, with about one-third of all sales of course materials.
Amazing consistency among the top disciplines!
Here we highlight the disciplines where we have seen the most growth….and the most decline since AY2012.
And here are the top courses in terms of dollar sales of course materials…English comp is really on top if you count both parts of the course.
For the next few slides, we wanted to show how students are getting their course materials overall. This data comes from our monthly book tracker and shows that students continue to go to Amazon for their textbooks.
And similarly, we are seeing the continued growth of online purchase at the expense of in-store
As we have seen we will see, the vast majority of college students are still getting textbooks in print, and digital only textbooks are still in single digits. As we saw in the BISG student data, and as will see in subsequent slides, there is more to the market than the college textbook…that in fact the learning resources that students are acquiring are in fact more like learning systems, with the textbook as only one component.
These are courses where students either hang on to their books (for reference in future courses, and reduce supply) and/or where students are buying the newest bundle or custom package.
These represent those courses where students don’t keep their books as often, and where they can most likely get buy without it.
So why do we think new units and dollars are remaining so high, and actually growing? We believe it is the result of growing custom and bundled packages. Publishers appear to becoming effective at moving students away from single print textbooks to course “systems” that are targeted to the needs of individual schools. These are often intergrated “solutions”, containing print and digital assets, learning and assessment and other resources. Not just a print textbook!
Show pricing strategy of two titles by one Publisher. Pearson took an aggressive custom publishing strategy with Tro and generated over $3 million in sales
We did a special analysis for a client to understand textbook sell through. So we looked at total units in intro courses and found that only a minority of students were acquiring the new textbook (and many weren’t getting anything at all)
But when we looked at a course where that publisher had a “custom” strategy, we see that it did indeed drive higher levels of “sell through”, especially of new books! Presumably, students were more compelled to get the course materials that were customized to the class.
Perhaps one of the reasons that digital has not taken off is that the price benefit is not all that different from what can be bought in print (especially used)
From our data, only one course actually has double digit ebook percentages.