1NIELSEN CHILDREN’S BOOK SUMMIT Copyright © 2016 The Nielsen Company

T H E 2016 N I E L S E N US C H I L D R E N’S B O O K M A R K E T R E P O R T

2 NIELSEN CHILDREN’S BOOK SUMMIT

WELCOME TO THE 2016 NIELSEN CHILDREN’S BOOK MARKET REPORTThis report is one of the anchors of our annual Children’s project cycle,

which includes annual trended Books & Consumers research, proprietary

direct-to-consumer research on behalf of a wide range of clients, and the

Nielsen Children’s Book Summit, held every fall in NYC.

Here at Nielsen Book, we believe the children’s market holds the key

to understanding the future of our business. After all, we want today’s

emerging readers to become the customers who will drive our business

for the next generation.

This year, we are particularly interested in cross-platform trends that

reflect how today’s children are increasingly empowered to find answers

to their most interesting questions, to learn from one another online

on platforms like YouTube, and to engage in real-world creative pursuits

with the help of a whole new generation of “Active Non-Fiction”.

These kids live in a visual world—and so we’re excited to see them

embrace print categories like Comics and Graphic Novels, and at the

same time we’re gratified that parents continue to invest in things like

Board Books to build the next generation of active Readers.

On our side, we continue to follow our curiosity, advance new questions,

and look for new ways to leverage the wider expertise of Nielsen to help

you—our clients—find your opportunities in this exciting and dynamic

content marketplace.

We hope you enjoy this report, and find much to help you drive your

business in the coming year.

KRISTEN MCLEAN JONATHAN STOLPER

Director, SVP,

New Business Development Global Managing Director

Nielsen Book Nielsen Book

3NIELSEN CHILDREN’S BOOK SUMMIT Copyright © 2016 The Nielsen Company

C O N T E N T SDATA USED IN THIS REPORT ............................................. 4

SECTION 1: THE MARKET LANDSCAPE - BOOKSCAN & PUBTRACK DIGITAL ...................................5

LONG TERM TRENDS IN THE US BOOK MARKET .........6

PRICING & SEASONALITY .................................................. 10

WHO IS SELLING ................................................................... 12

TRENDS IN CATEGORY AND FORMAT...........................22

BOARD BOOKS...............................................................22

MEDIA TIE-INS ............................................................... 25

COMICS & GRAPHIC NOVELS ...................................27

RELIGION ....................................................................... 30

SECTION 2: THE CHILDREN’S BOOK CONSUMER - BOOKS & CONSUMER ....................................................... 34

INTRODUCTION .................................................................. 35

HOUSEHOLD DEVICE USAGE AND ACCESS ...............37

TYPES OF BOOKS READ .................................................... 43

HOW CHILDREN SPEND THEIR TIME ........................... 55

BOOK DISCOVERY .............................................................. 64

OUTLETS ..................................................................................67

ENCOURAGING BOOK READING AND PURCHASING ........................................................................72

APPENDIX 1: METHODOLOGY ......................................... 80

DISCOVER ALL THAT NIELSEN BOOK HAS TO OFFER ...................................................................... 81

4 NIELSEN CHILDREN’S BOOK SUMMIT

D ATA U S E D I N T H I S R E P O R TJUVENILE BOOK BUYERS

2016 Books & Consumers Children’s Book Consumer Deep Dive Study -

completed August 2016

Demographics, Role of Books in HH, Path to Purchase, Outlet Strategy,

Children’s Book 0-12, Teens

BOOK LANDSCAPE INFORMATION

BOOKS & CONSUMER MONTHLY TRACKER

Print vs eBook trends, Sales Channels, Demographics of the YA genre

BOOKSCAN

Volume Trends/CAGR, Category Growth, Market Position

PUBTRACK DIGITAL

eBook Volume, eBook Bestsellers