1. Understanding the Children’s
Book Consumer in the Digital Age
Bologna Children’s Book Fair 2013
This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.

2. WHO ARE WE… ?
Market
Research
Kristen McLean James Howitt
Project Editor Global Director of Client
Founder & CEO Solutions
Bookigee, Inc. Bowker Market Research
www.bookigee.com www.bookconsumer.com
www.kristenmclean.org #Bowker
@BKGKristen

3. Books & Consumers methodology
• Tracking consumer book & ebook purchasing:
• Monthly online interviews with book buyers
• Nationally representative of those aged 13+
• 6,000 book consumers per month
• c72K buyers / c150K book purchases per year
• 3,000 book consumers per month
• 36K buyers / c90K books per year

4. Books & Consumers coverage
Book consumer Books purchase Book spend
Demographics What? Publisher, format, genre, aut
hor, price, discounting
Sex, age, region, socio-economic, family
Where? Channel, retailer
Media usage
When? Month, quarter, YTD
Newspapers, magazines, devices, social media
Why? Discovery, influences, use
Leisure habits
Online, offline, cultural Who for? Sex &
age, relationship, occasion

5. Understanding the Children’s
Book Consumer in the Digital Age
A landscape view of today’s children’s book consumer market
Q4 2012 – All New Purchases
This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.

6. Who is the Children’s book buyer in the USA?
80% 74%
70%
60%
50%
40%
31%
30% 26%
19%
20% 17%
13% 12%
8%
10%
0%
Male Female 13-17 Years 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years
All New Books Adult Fiction Children's
5

7. How does the Children’s consumer compare?
100%
80% Females
66%
70% 71%
74%
60% 84%
40%
Males
20% 34%
30% 29%
26%
16%
0%
All New Books Adult Fiction Children's Picture/Story Books Young Adult
6

8. How does the Children’s consumer compare?
100% 65+ Years
12% 9%
18% 16%
21%
11%
17% 55-64 Years
80%
12%
21% 25%
23%
13%
45-54 Years
60%
16% 12%
34%
16%
31% 30-44 Years
40%
24%
21% 32%
20% 18-29 Years
20% 19%
18%
16%
14% 14%
8% Teens 13-17 Years
4% 3% 1%
0%
All New Books Adult Fiction Children's Picture/Story Young Adult
Books
7

9. How affluent is the Children’s consumer?
30%
23%
25%
20%
17%
16%
14%
15% 13%
10%
10%
6%
5%
0%
<$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
All New Books Children's Picture/Story Books Young Adult
8

10. Where are Children’s books purchased?
25%
25%
20%
20%
16%
15%
10%
7%
5%
4% 4%
5% 3% 3% 3% 3%
2% 1% 1% 1%
0%
Quarter 4 2010 Quarter 4 2011 Quarter 4 2012
9

11. In what format are Children’s books being purchased?
1% All Other Bindings
100% 7%
11%
16% 16%
90%
2%
40% eBook
80% 27% 20%
15%
70% 1% 1%
1%
Audio
60% 1%
29% 63% 37%
50% 21% 41%
Hardcover
40%
30%
23%
28% Trade Paperback
20% 28%
26%
18%
10% 14%
8% Mass Market Paperback
2% 1% 3%
0%
All New Books Adult Fiction Children's Picture/Story Young Adult
Books
10

12. Insert
Image
Here
Understanding the Digital Revolution
35%
30% 30%
29%
28% % of All Books that are eBooks
28% 28%
27%
26%
25%
% of Children's Books that are eBooks
21%
20% 20% 20% 20%
20%
18% 19%
18%
17%
17%
16%
16%
15% 15% % of Young Adult Books that are
eBooks
12%
11% 11%
10% 10%
5%
0%
Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012
11

13. Insert
Image
Here
Understanding the Device Trends
60%
50%
40%
Kindle/Amazon Kindle
30%
Kindle Fire
iPad
20%
17% NookColor by Barnes and Noble
13%
Nook by Barnes and Noble
10%
8%
Kindle Touch
5%
0% Desktop/laptop computer
Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter Quarter
1 2010 2 2010 3 2010 4 2010 1 2011 2 2011 3 2011 4 2011 1 2012 2 2012 3 2012 4 2012
12

14. Insert
Image
Here
Awareness
All Children's Picture/Story
All New Books Books Books Young Adult
In-person - In-Store Display/On
Shelf/Spinning Rack 2 1 1 2
In-person - Received recommendation
from a friend/relative 1 2 2 1
In-person - Recipient Asked For Item 12 3 3 3
In-person - At School 11 4 4 4
Print - Best Seller List 3 5 12 5
In-person - Book Fair 24 6 5 6
Print - Magazine Ad 13 7 14 13
Online - Retailer recommendation on a
retailer's website (e.g. Amazon.com) 4 8 7 11
Online - Read an excerpt from the book 5 9 9 8
Online - Customer Review (e.g. on a
retailer's website) 7 10 6 10
13

15. Insert
Image
Here
Reason for Purchase
All Children's Picture/Story
All New Books Books Books Young Adult
I liked the topic/subject 1 1 2 5
Price 4 2 3 7
I looked through the book and liked it 6 3 1 8
I like to read books in this series 3 4 9 1
I like the author 2 5 5 2
Recipient Asked For/Likes Book 9 6 7 3
I like the character 8 7 4 6
It was recommended by someone I know 5 8 10 4
I like the cover art 13 9 6 11
Intrigued by book title 7 10 8 9
14

16. Insert
Image
Here
Planned Vs. Impulse
100% Not Planned, Impulse purchase
15%
21% 22%
30%
80% 16%
19% Planned a book at that specific
24% time, but not specific bk
60%
26%
37%
22%
18%
Planned this specific book, but not at
40% that specific time
11%
43%
20% 38% 36% Planned this specific book at that
22% specific time
0%
All New Children's Picture/Story Young Adult
Books Books
15

17. Understanding the Children’s Book Consumer in the Digital Age:
A focused look at activities, purchasing influences, and behaviors of today’s book consumer
Wave 2 – Fall 2011 / Wave 3 – Spring 2012 / Wave 4 – Fall 2012
This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.

18. EXECUTIVE SUMMARY
 BASELINE FINDINGS FROM FIRST THREE FIELDINGS
• Children’s market very stable
• Changes are incremental, not exponential
• Kids are omnivorous media consumers
• Highly local influences on decision-making
• Kids 7-12 a very clear consumer force
• Although rising, teen eBook adoption does not align with
sales
17

19. EXECUTIVE SUMMARY
 KEY FINDINGS WAVE FOUR (NOV 2012)
• Marked decline in bookstore and library influence
• “Friends & family” take top spot as influencers
• Parental attitudes toward kids’ e-books evolving
• Girls outpacing boys in almost every area of media use
• Teens attitudes toward e-books “snapping back” to print
TOC Bonus: The YA Crossover Market
18

20. Insert
Image
Here
Section 1:
Acquisition & Discovery 0-12
19

21. Nature of Book Acquisition:
Where specifically do they get the books they read for fun? (Fall 2012)
Public Library 28%
34% -6/-8%
26%
Amazon.com 29%
12%
WalMart or Sam's Club 21%
14%
Barnes & Noble bookstore 15%
School Library 22%
6% -16/-16%!
Scholastic book clubs 12%
10%
Other Big Box store (Target, Costco, etc.) 5%
9%
Scholastic book fairs 9%
4%
4%
Garage sale/sidewalk sale/secondhand shop 8% Has a child 7-12
4%
Used bookstore 6% Has a child 0-6
Half-Price Books 4%
4%
Books-a-Million bookstore 2%
3%
ebook apps 2%
2%
Other online retailer (B&N.com, etc.) 1%
3%
iTunes 2%
2%
Independent / local bookstore (not a major national or regional … 1%
3%
1%
Other, please specify 2%
0% 10% 20% 30% 40%

22. Nature of Book Acquisition:
Highest ranking influencers for children (Fall 2012)
Child asked for it in store 44%
27%
Familiar character or series 32%
33%
18%
Written by an author I trust and know 16%
10%
Attractive book (good paper, beautiful illustrations, etc.) 23%
13%
Was discounted/on sale 19%
Recommendation by a friend 16%
15%
Illustrations 8%
21%
Front cover image 11% Has a child 7-12
17%
Seen or read the book previously 11%
16%
Age rating on the cover 12%
15%
Descriptive copy on the back cover 12%
8%
Has a child 0-6
Customer reviews 9%
10%
Award winner 9%
9%
Nothing. I just needed to pick something fast 9%
8%
Best seller list 8%
8%
Descriptive copy on the front cover 7%
8%
5%
Was hardcover 10%
5%
Table display 7%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

23. How have purchase habits changed?
Compared to three years ago, which of the following is true…
(Fall 2012)
35%
I buy more books on Amazon, fewer in a bookstore
26%
26%
I continue to purchase my books in a real bookstore
30%
26%
I buy fewer books, overall
27%
I buy more books in a general merchandiser, such as Walmart or 12% Child 7-12
CostCo. 13% Child 0-6
7%
I buy more ebooks rather than print books
6%
6%
Other, please specify
9%
6%
I buy more books on iTunes.iBooks; fewer in a bookstore
6%

24. Sources of Book Recommendation:
Where do you get book recommendations for a child? (Fall 2012)
Friend/family 26%
30%
Bookstore - browsing the shelf 17%
20%
Teacher 20%
14%
On-line research on a retail site 9%
11%
School book clubs & flyers 13%
9%
Has a child 7-12
Parenting Magazine 4%
9%
Public Librarian 9%
8%
On-line research on a non-retail site 7%
8% Has a child 0-6
School Book Fairs 15%
7%
Mommy/Parenting blog 3%
6%
Bookstore - asking the sales clerk 5%
5%
School Librarian 8%
4%
On-line advertisement 2%
3%
0% 5% 10% 15% 20% 25% 30% 35%

25. Changes in recommended sources
35% 35%
30%
30% 30% 28%
27%
26% 26% 26%
25% 25% 25%
25% 24% 25%
20%
20% 20%
17%
15% 15% 14%
13% 13%
11%
10% 10% 9%
8%
5% 5%
0% 0%
Fall 2011 Spring 2012 Fall 2012 Fall 2011 Spring 2012 Fall 2012
Friends Bookstore Library Friends Bookstore Library
• 0 to 6 • 7 to 12

26. Key Takeaways - Acquisition:
• Friends and family influence increasing, especially in 0-6;
highly local pattern of influence
• Significant drop in bookstore and library as source of
acquisition & recommendation
• Online children’s book purchasing speeding up
• Children central drivers of purchase behavior, especially
7-12

27. Insert
Image
Here
Section 2:
Kids & e-books
26

29. Do you (the parent) currently read eBooks?
100%
90%
80%
57%
70% 62% No
74%
60%
50%
40%
Yes
30%
43%
20% 39%
26%
10%
0%
Fall 2011 Spring 2012 Fall 2012

30. The Child’s Environment:
E-Books – how do parents prefer children read?
100%
90% 22% 25% 24%
29% No preference
33% 34%
80%
6%
5% 7%
70% 72% 5% 71%
4% 69%
66% 6%
60% 63%
61%
50% In ebook
format
40%
30%
20%
In print
10%
0%
Child 0-6 Child 7-12 Child 0-6 Child 7-12 Child 0-6 Child 7-12
Fall 2011 Spring 2012 Fall 2012

31. Why do parents prefer print?
60%
Reading a print book helps them focus
56%
Less distraction from other content (links to video 57%
clips, games, etc.) 55%
57%
Prefer the look and feel of print 0-6
48%
7-12
50%
They'll read more
46%
46%
They've already got enough technology in their life
44%
0% 10% 20% 30% 40% 50% 60% 70%
31

32. Why do parents prefer eBooks?
43%
Easier to carry around more titles
45%
38%
They think it's fun and cool
44%
37%
They're drawn to the technology 0-6
44%
7-12
37%
More convenient
42%
31%
Easier to find more titles
37%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
32

33. Key Takeaways – eBooks 0-12:
• Parental eBook adoption continues to rise
• Attitudes toward kids’ e-reading ambivalent
• Is this developing into a “flat until Q4” pattern?

34. Insert
Image
Here
Section 3:
The Young Adult
Market
34

35. Are books as important to them?
(Spring vs. Fall 2012)
100%
15% 17%
90% 22% 20% 22%
27%
A more important role
80%
70%
43%
60% 46%
44% 47%
48%
50% 45%
An equally important role
40%
30%
20% 42%
34% 37%
33% 29%
28% A less important role
10%
0%
Total Male Female Total Male Female
Spring 2012 Fall 2012

36. Nature of Book Acquisition:
Where specifically do teens get the books they read for fun?
(Fall 2012)
Amazon.com 43%
+6% 41%
Public Library 43%
-4% 39%
Barnes & Noble bookstore 36%
-3% 32%
School Library 22%
27%
Swap them among friends 14% Female
7%
WalMart or Sam's Club 9%
9%
Used bookstore 6%
6%
Other, please specify 6%
7% Male
Half-Price Books 5%
6%
Other online retailer (B&N.com, Borders.com, etc.) 5%
5%
Books-a-Million bookstore 5%
5%
Independent / local Bookshop (not a major national or regional … 5%
5%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

37. Device Census (Regular Use):
A reduction in home computers is offset by increased laptop use.
Simple cell phones decline; iPhone and iPad escalate.
77%
A television 73%
77%
72%
A laptop 70%
66%
Fall 2012
71%
A video game system 64%
58%
61%
A home computer (not laptop) 59%
64%
40%
Cable TV box 38%
39%
Spring 2012
28%
A simple cell phone (no video, gaming, apps) 29%
34%
26%
Another type of Smart Phone 27%
24%
24%
An iPhone 19%
15% Fal 2011
23%
An iTouch 24%
24%
20%
An iPad 15%
11%
13%
A Kindle e-reader 15%
7%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

38. Teen Technology Install-base
By Gender (Fall 2012)
Which device do you use on a regular basis?
A television 78%
77%
A laptop 75%
72%
A home computer (not laptop) 57%
61%
A video game system 39%
71% Female
Cable TV box 39%
40%
A simple cell phone (no video, gaming, apps) 29%
28%
An iPhone 30%
24%
Male
An iTouch 28%
23%
Another type of Smart Phone 26%
26%
An iPad 21%
20%
A Kindle e-reader 14%
13%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

39. Media Behavior: Girls -vs- Boys
How often do you…?
Read books for fun 40%
29%
Discuss books with my parents 15%
12%
Discuss books with friends 18%
12%
Make your own status updates on Facebook or Twitter 30%
21%
Discuss books with my siblings or other relatives 14%
11%
''Like'' a brand or series on Facebook 18%
14%
Stream content on services such as Netflix or Hulu 19%
18%
Swap books to read with your friends 14%
7%
Post videos online 8%
6%
Follow authors or characters on Facebook, Twitter or any other social network 10%
sites 7%
Discuss books online 6%
6%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Females - Very Often Males - Very Often
39

40. Key Takeaways – Teens:
• Books still holding their own against other media for
perceived value
• Girls are outpacing boys in almost every area of media
behavior
• Girls more engaged by content “around” the book

41. Trends in eBook reading among teens flat:
94%
100%
78%
90% 71%
80% 71%
70%
60%
50%
29%
40% 29%
22%
30%
20% 6%
10%
0%
Fall 2010 Fall 2011 Spring 2012 Fall 2012
Yes No

42. Do you currently read eBooks?
(Fall 2012)
100%
80%
71% No
60% 76% 67%
40%
20% 29%
Yes
24%
0% 33%
Total
Male
Female

43. Binding Preference: A snap back to “p”
100% 8% 11% 10%
Ebook
90%
26% 24%
80% 28%
70%
60% No Preference
50%
40%
66% 66%
61%
30%
Print
20%
10%
0%
Fall 11 Spring 12 Fall 12

44. What does the future hold?
100% Don't know
17% 17% 16%
90%
80% 14% 18%
18%
I will be reading both print and e-
70%
books equally
60%
50%
I will mainly read print books
40% 61% 54% 57%
30%
20%
I will mainly be reading e-books
10% 11% 10%
8%
0%
Fall 11 Spring 12 Fall 12

45. Resistance to eBooks…..
None of the above: I already read e-
100% 10% books
14% 16%
90% Other, please specify
33%
80% 26% 31%
Don't see a need
70% 14% 17%
17%
8%
60% 7% Too many restrictions on re-using or
8% swapping the content
50%
53% Privacy concerns
46% 40%
40%
30% Cost of getting a device is too high
20%
37% 37% 41%
Prefer the experience of a printed
10% book
0%
Fall 11 Spring 12 Fall 12

46. Insert
Image
Here
Section 4:
The YA Crossover Market
A closer look at consumers 18 to 29
reading YA Fiction
46

47. Demographic breakdown of Young Adult book
purchases*
7% 4% 16%
11%
Teen 13 - 17
18 - 29
35% 30 - 44
27%
45 - 54
55 - 64
65 +
*(Full Year 2012 Bowker Tracker)
47

48. (Spring 2012)
Percent of YA Genre Bought for Self vs Others
100% 3% 6%
15%
90% 22% 23%
80% 48%
70%
76%
60%
50% 97% 94% For other/gift
87%
40% 80% 78% For self
30% 67%
20%
27%
10%
0%
Base Teens 13-17 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years
Years
*(Full Year 2011 Bowker Tracker)

49. (Spring 2012)
Do you read E-Books?
41%
Yes
59%
No

50. (Spring 2012)
Does having a book in e-book form
make you more likely to read a "guilty
pleasure" book, such as a teen fantasy
book?
31%
42% Yes, very much so
Somewhat
28%
No

51. (Spring 2012)
If one of your favorite titles was not available in E-Book…
• This demographic is a committed reader-base.
8%
I would buy a print version instead
15%
I would not buy the book at all
77%
Other, please specify

52. THANKS!
Market
Research
Kristen McLean James Howitt
Project Editor Global Director of Client
Founder & CEO Solutions
Bookigee, Inc. Bowker Market Research
www.bookigee.com www.bookconsumer.com
www.kristenmclean.org #Bowker
@BKGKristen