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© 2011, the Book Industry Study Group Publishing Xchange 2011 • Washington, DC 1
E-Books:Beyond the Hype
Consumer Attitudes Toward E-Book Reading(Overview of the 2010-2011 Survey & Report)
Monday, April 4, 2011
© 2011, the Book Industry Study Group 2
Panelists... John Parsons (moderator)
Principal, Byte Media Strategies Former Editorial Director, The Seybold Report
Scott Lubeck Executive Director, the Book Industry Study Group
Carl Kulo Director of Market Research, PubTrack, a division of R.R. Bowker
Monday, April 4, 2011
© 2011, the Book Industry Study Group Publishing Xchange 2011 • Washington, DC 3
About BISGCreating a more informed, empowered and efficient book industry supply chain for both physical and digital productsEnhancing relationships between trading partners, through promotion of industry-wide standards, best practices, research and events
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Improving the “signal-to-noise ratio”
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Three years ago (or so) we had... A predictable
supply chain model
A stable product medium
A healthy economy
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Today... Fragmenting
supply chain Mixing
mediums An unstable
economy
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Supply chain to...
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Supply chain to...
Customer-driven process
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The puzzle we’re now solving
Illustration taken from The Math Book: From Pythagoras to the 57th Dimension by Clifford A. Pickover, Sterling Publishing
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The tech-centric view of the cube
CRM
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The customer-centric view
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Consumerattitudes series... Volume 1:
2009-2010 Volume 2:
2010-2011 Next issue
due in lateApril 2011
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© 2011, the Book Industry Study Group Publishing Xchange 2011 • Washington, DC 12
About the Data
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Measuring consumer attitudes
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© 2011, the Book Industry Study Group 13
Measuring consumer attitudes PubTrack™ Consumer panel of U.S. book
buying men, women and teens
Monday, April 4, 2011
© 2011, the Book Industry Study Group 13
Measuring consumer attitudes PubTrack™ Consumer panel of U.S. book
buying men, women and teens Demographics consistent with U.S. Census
data
Monday, April 4, 2011
© 2011, the Book Industry Study Group 13
Measuring consumer attitudes PubTrack™ Consumer panel of U.S. book
buying men, women and teens Demographics consistent with U.S. Census
data Survey pool of ~44K book consumers at the
time of each survey fielding
Monday, April 4, 2011
© 2011, the Book Industry Study Group 13
Measuring consumer attitudes PubTrack™ Consumer panel of U.S. book
buying men, women and teens Demographics consistent with U.S. Census
data Survey pool of ~44K book consumers at the
time of each survey fielding Respondents selected from those who selected
“Digital/E-book” as a binding type — and/or stated they owned an e-reading device
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Measuring consumer attitudes
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Measuring consumer attitudes Sample size = 750 (for each fielding)
Monday, April 4, 2011
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Measuring consumer attitudes Sample size = 750 (for each fielding) “TrueSample” methodology used to insure
respondent identity and integrity of answers
Monday, April 4, 2011
© 2011, the Book Industry Study Group 14
Measuring consumer attitudes Sample size = 750 (for each fielding) “TrueSample” methodology used to insure
respondent identity and integrity of answers Margin of error: ±3.44%
Monday, April 4, 2011
© 2011, the Book Industry Study Group 14
Measuring consumer attitudes Sample size = 750 (for each fielding) “TrueSample” methodology used to insure
respondent identity and integrity of answers Margin of error: ±3.44% 95% confidence level
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Information collected
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Information collected Questions based on research needs collected
by BISG member organizations
Monday, April 4, 2011
© 2011, the Book Industry Study Group 15
Information collected Questions based on research needs collected
by BISG member organizations
Part 1: E-book purchasing and consumption behavior, preferences, impact on purchase of paper editions, etc.
Monday, April 4, 2011
© 2011, the Book Industry Study Group 15
Information collected Questions based on research needs collected
by BISG member organizations
Part 1: E-book purchasing and consumption behavior, preferences, impact on purchase of paper editions, etc.
Part 2: E-reader devices, their relative strengths and weaknesses, and consumers’ reasons for acquiring them
Monday, April 4, 2011
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Real-Time Reporting The basis for
each summary report
Also available by subscription
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E-books are “looking up”
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The Findings
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Findings from September 2010 fielding
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Findings from September 2010 fielding Defining e-book “power buyers”
Power buyers (those who acquire e-books at least weekly) are younger, more urban and more affluent. Their reading behavior also differs in many ways from other consumers.
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Findings from September 2010 fielding Defining e-book “power buyers”
Power buyers (those who acquire e-books at least weekly) are younger, more urban and more affluent. Their reading behavior also differs in many ways from other consumers.
Major e-book trends Units increase but revenues decrease, as consumers
seek value in more affordable digital formats.
Monday, April 4, 2011
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Findings from September 2010 fielding Defining e-book “power buyers”
Power buyers (those who acquire e-books at least weekly) are younger, more urban and more affluent. Their reading behavior also differs in many ways from other consumers.
Major e-book trends Units increase but revenues decrease, as consumers
seek value in more affordable digital formats.
E-reader device trends Dedicated e-readers are rapidly replacing PCs as
consumer-preferred devices for e-book reading. Tablet use is increasing, but not dominant.
Monday, April 4, 2011
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Power buyer demographics Younger consumers have a greater tendency to
be power buyers than does the average e-book consumer.
QUESTION: Which of the following best describes your frequency of acquiring e-books (either purchased or free)?
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Power buyer demographics E-book power buyers
tended to lag in allbut two income levels.
QUESTION: Which of the following best describes your frequency of acquiring e-books (either purchased or free)?
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Power buyer reading preferences Greater preference for non-fiction e-book
titles
QUESTION: Which genre(s) are you more likely to read as an e-book rather than a print book? Select up to three. (Categories aggregated by authors.)
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Power buyer device preferences E-book power buyers lead the trend towards
dedicated e-readers, and away from using PCs for e-book reading
QUESTION: What device do you now use most frequently to read e-books? Select only one.
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Major E-Book Trends Trade titles (education market = separate
study) Emphasis on linear reading experience Survey examined:
° Impact on total purchase behavior° Sources of e-book acquisition° Preferred e-book genres° E-book features and benefits° Key influencers of e-book acquisition
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Impact of e-books on total book
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Impact of e-books on total book
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Impact of e-books on total book
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What does this mean?
* next fielding will track dollar amounts as well as titles
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What does this mean? E-book readers buy fewer print titles
(obvious implications: long-term erosion of print sales)
* next fielding will track dollar amounts as well as titles
Monday, April 4, 2011
© 2011, the Book Industry Study Group 28
What does this mean? E-book readers buy fewer print titles
(obvious implications: long-term erosion of print sales)
Early data suggest slight net increase in total unit sales* to frequent e-book consumers° However, lower e-book pricing negates this benefit° Net decrease is indicated in second fielding
* next fielding will track dollar amounts as well as titles
Monday, April 4, 2011
© 2011, the Book Industry Study Group 28
What does this mean? E-book readers buy fewer print titles
(obvious implications: long-term erosion of print sales)
Early data suggest slight net increase in total unit sales* to frequent e-book consumers° However, lower e-book pricing negates this benefit° Net decrease is indicated in second fielding
Mandates to publishers:° Streamline, automate print/e-book production
workflow° E-book production cannot be a separate (costly)
process* next fielding will track dollar amounts as well as titles
Monday, April 4, 2011
© 2011, the Book Industry Study Group 28
What does this mean? E-book readers buy fewer print titles
(obvious implications: long-term erosion of print sales)
Early data suggest slight net increase in total unit sales* to frequent e-book consumers° However, lower e-book pricing negates this benefit° Net decrease is indicated in second fielding
Mandates to publishers:° Streamline, automate print/e-book production
workflow° E-book production cannot be a separate (costly)
process Long-term need for more compelling,
interactive e-book content* next fielding will track dollar amounts as well as titles
Monday, April 4, 2011
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Desirable e-book features Price and
ease of use topthe list...
QUESTION: How important are each of the following character-istics of e-books when you decide to purchase an e-book rather than a print book of the same title?
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E-book purchase sources
QUESTION: Where do you typically acquire e-books (either purchased or free)? Select your top three sources of e-book content.
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E-reader device trends Dedicated e-readers dominate the field Reading trade e-books on PCs in sharp decline
Tablets: third place; increasing slowly Smartphones in last place
QUESTION: What device do you now use most frequently to read e-books? Select only one.
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Perceived e-reader benefits Convenience factors predominate Cost issues tend to be secondary Technology
distinctions*not perceivedas high value
QUESTION: How much of a benefit are each of the following for this device?
* Only 9 of 20 factors shown here.
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Perceived e-reader problems Convenience issues again predominate Problems less
pronounced than benefits
QUESTION: To what extent do you feel the following are "problems" of this device to read e-books?
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What’s next?
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What’s next? E-books finally established as a viable aspect
of the book publishing business
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What’s next? E-books finally established as a viable aspect
of the book publishing business Continued growth
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What’s next? E-books finally established as a viable aspect
of the book publishing business Continued growth Increasing consumer demands for richer
experience° Interactive content (cost/benefit dilemma)° Networking/sharing/personalization aspect of e-
reading
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What’s next? E-books finally established as a viable aspect
of the book publishing business Continued growth Increasing consumer demands for richer
experience° Interactive content (cost/benefit dilemma)° Networking/sharing/personalization aspect of e-
reading Business models are in flux
Monday, April 4, 2011
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What’s next? E-books finally established as a viable aspect
of the book publishing business Continued growth Increasing consumer demands for richer
experience° Interactive content (cost/benefit dilemma)° Networking/sharing/personalization aspect of e-
reading Business models are in flux Opportunities exist for smaller,
entrepreneurial publishers and authors (but don’t count out the major players)
Monday, April 4, 2011
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Much more to come...
Monday, April 4, 2011
© 2011, the Book Industry Study Group 35
Much more to come... Current summary report (Volume 2, No. 1)
available now
Monday, April 4, 2011
© 2011, the Book Industry Study Group 35
Much more to come... Current summary report (Volume 2, No. 1)
available now Next summary report in process (due late
April)° continued tracking of power buyers, e-book/e-
reader trends° holiday buying behavior° market velocity of iPad and other tablets
Monday, April 4, 2011
© 2011, the Book Industry Study Group 35
Much more to come... Current summary report (Volume 2, No. 1)
available now Next summary report in process (due late
April)° continued tracking of power buyers, e-book/e-
reader trends° holiday buying behavior° market velocity of iPad and other tablets
Detailed data (Real-Time Reporting) available by subscription
Monday, April 4, 2011
© 2011, the Book Industry Study Group 35
Much more to come... Current summary report (Volume 2, No. 1)
available now Next summary report in process (due late
April)° continued tracking of power buyers, e-book/e-
reader trends° holiday buying behavior° market velocity of iPad and other tablets
Detailed data (Real-Time Reporting) available by subscription
Monday, April 4, 2011
© 2011, the Book Industry Study Group 35
Much more to come... Current summary report (Volume 2, No. 1)
available now Next summary report in process (due late
April)° continued tracking of power buyers, e-book/e-
reader trends° holiday buying behavior° market velocity of iPad and other tablets
Detailed data (Real-Time Reporting) available by subscription
Separate study (e-books for higher education) also available
Monday, April 4, 2011
© 2011, the Book Industry Study Group Publishing Xchange 2011 • Washington, DC 36
For More InformationBISG Web site: www.bisg.org
About the study: http://bit.ly/56Y1FsTo order: http://bit.ly/eXuWYzQuestions: john@bytemedianews.com
Monday, April 4, 2011