Dbw childrens monday 2012 final

Market
Research

Understanding the Children’s
Book Consumer in the Digital Age
A focused look at activities, purchasing influences and behaviors
of today’s children’s book consumer

Publisher’s Launch @ Digital Book World 2011

© 2012 Bowker – All rights

Methodology
• Core questions about influences and activities
• Collaborative effort among all subscribers
• Proprietary questions for individual clients
• Fielded October 7, 2011 through November 2, 2011

• 2 Online Surveys:
– 0 to 12: N= 2000 (Parents/Guardians respond)
• 0 to 6: N = 1000
• 7 to 12: N = 1000
– 13 to 17: N = 1000 (Young Adult responds, with parental OK)

– At 95% confidence level, Margin of Error = +/- 3.1% for each segment
of 1,000
Market
Research
© 2012 Bowker – All rights reserved

Context: Key findings from first wave
• Books and reading are still very important
• The inner circle rules—local influencers much more
effective than outside influencers
• Bookstores and libraries still VERY important in discovery
• The majority of children’s book purchases are impulsive
• Kids are omnivorous consumers of media
• Teens not universal adopters of digital technology—they
pick and choose what is useful to them.
Market
Research

Who buys children’s books?

67% are female

62% are between the ages of 18 & 44

They tend to be squarely middle class

76% have attended college

Market
Research

They are….
• 5% more likely to play online games
• 6% more likely to work online
• 7% more likely to listen to digital music
• 8% more likely to read blogs
• 8% more likely to discuss books online
• 10% more likely to watch TV on a computer
…than adult fiction buyers Market
Research

Key Insights
0-12 Purchase & Acquisition

Market
Research

Children have big consumer power
Where do you find out about titles for children 0-6? And 7 -12

Market
Research

Children have big consumer power
For the last book purchased for a child 0-6, how important are each of the following?

Market
Research

Reading level on a book is important
Do you like to see the reading level on a book you want to buy?

100%
90% 24% 20%
80%
7%
70% 10%

60%
No preference
50%
No
40%
73% Yes
30% 66%
20%
10%
0%
0 to 6 7 to 12 Market
Research

Consumers still value picture books
To what extent do you agree or disagree: “Picture books are important for young children”

Disagree Disagree strongly
somewhat 1% N/A Option
1% 2%

Neutral
17%

Agree strongly
44%

Agree somewhat
35%

Market
Research

Media & Technology Environment
0-12 households

Remember….today’s kids are omnivorous with media
Market
Research

Kids 7-12 still reading
Extent to which their children 7-12 have done the following … IN THE LAST WEEK

• Read a book for School - 77%
• Read a book for fun – 61%
• Played on a gaming system – 46%
• Surf web – 36%
• Watch videos online – 29%
• Read comic bk/graphic novel – 21%
• Social network – 20%
• Play games on tablet – 13%
• Read on eReader – 13%
• Read on tablet - 11% Market
Research

Young Households are ‘wired’—and
children are active users


Kids 7 – 12 not only use but now own…
They have a video game system 68%

They share a computer with the rest of the family 61%

They surf the web 44%

They have their own computer 27%

They own their own cell phone 25%

They use my/our mobile device that we let them use… 20%

They have an iTouch 12%

They download apps to a mobile phone/device 11%

They use an iPad 10%

They own their own reading device like a Kindle or… 7%

They have an iPhone 4%

0% 10% 20% 30% 40% 50% 60% 70%

Market
Research

E-books & the children’s market

What parents
say…
…and what
kids think

Market
Research

Q3 2011 Genre Share and eBook %’s

Adult Fiction 26%

Juvenile 11%
Adult Non Fiction 15%

Religion 12%

Young Adult 17%

Christian Non-Fiction 11%

Science Fiction 29%

Christian Fiction 40%
Market
Research

75% of parents have not yet bought an eBook
Of those – 56% are likely to begin reading eBooks soon

7%
Not at all likely, I will only
buy/read print books and
never read ebooks
44%
Somewhat likely, I may read
eBooks in the near future

49% Very likely, I am actively
considering reading ebooks
in the near future.

Market
Research

Parental attitudes
What do parents prefer children read?
100%
90% 22%
29%
80%
6%
70% 5%
60%
No preference
50%
In ebook format
40%
72% In print
30% 66%
20%
10%
0%
0 to 6% 7 -12%
Market
Research

Why aren’t your kids reading eBooks?
Major reason Critical reason

They don't yet have the device 26% 35%

Reading a print book helps them focus 38% 20%

Less distraction from other content (links to video… 34% 23%

Prefer the look and feel of print 36% 18%

Less costly 30% 19%

They'll read more 33% 15%

Easier to discover more titles on impulse (e.g., on a… 33% 13%

They've already got enought technology in their life 29% 16%

Easier to swap books with their friends 29% 15%

More convenient 31% 11%

0% 10% 20% 30% 40% 50% 60%

Market
Research

And why they might prefer an ebook
Major/critical 7-12 Major/critical 0-6

44%
They think it's fun and cool 35%

43%
Easier to carry around more titles 37%

42%
They're drawn to the technology 37%

37%
More convenient 33%

37%
They'll read more 33%

34%
Easier to find more titles they'll like 29%

34%
Titles cost less 28%

31%
They can try the content out before buying 26%

25%
Allows them to interact with other content… 24%

0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Market
Research

What parents report for kids
Does this reflect parental attitudes as much as kids’ preferences?
50%
46%

40% 37%

30%
30%

19% 20% 22%
20%

12%
10% 9%

2% 2%
1% 1%
0%
They strongly They generally They have no They generally They strongly Don't know
prefer print books prefer print, books preference prefer ebooks prefer ebooks
but are open to
ebooks

0 to 6% 7 -12%
Market
Research

The Teen Audience –
A new openness to eBooks?

Market
Research

Context: What teens are doing
Incidence of the following among young adults.

Went online 4% 7% 19% 69%

Read a book required for school 7% 23% 32% 38%

Read a book not required for school 21% 28% 28% 24%

Read a print magazine or magazine 20% 37% 29% 15%

Read comic books/graphic novels 57% 23% 12% 8%

Read online newspapers/magazines 45% 30% 17% 8%

Read an e-book 70% 15% 8% 6%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Not at all once or twice fairly often very often

Market
Research

Teens report tripling their reading rate of eBooks

100%
6%
90% 19%

80%

70%

60%

50% Yes
94%
40% 81% No
30%

20%

10%

0% Market
2010 2011 Research

Role of Books compared to other media
Teens are valuing books more – does increased use of eBooks have a part here?

100%

90% 17%
23%
80%

70%

60%
40%
44% More important role
50%
About the same
40%
Less important Role
30%

20% 43%
33%
10%

0%
2010 2011 Market
Research

The hand-me-down factor
A majority of teens (60%) report getting technology devices as hand-me-downs

Yes - Always
5%

Yes - Most of
the time
14%
No - Never
40%

Yes - Occasionally
41%

Market
Research

Apple is the format of choice
What devices do you have or are you considering buying?

iTouch 28% 17% 56%

iPhone 17% 32% 51%

iPad 13% 37% 50%

Netbook 12% 17% 71%

Kindle (original or DX) 6% 15% 79%

Kindle Touch 4% 18% 78%

Other e-book reader 4% 12% 84%

Nook 4% 13% 84%

Nook Color 3% 15% 82%

Kindle Fire 2% 19% 79%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Currently own or have Considering a purchase/acquisition No interest in purchasing

Market
Research

Market
Research

Some things we’ve learned…
• Kids a very clear consumer force
• Picture books still an important format
• Parents and children very close – not a big technology gap
• Screen size & price are limiting factors for e-book adoption
• Kids may be more interested in reading digital then parents
• Parents concerned with kids’ focus re: digital versus print
• Teens growing in acceptance toward e-book adoption
• Privacy and DRM concerns are on the rise for teens
• Apple products very aspirational Market
Research

Market
Research

Thanks!

Kelly Gallagher Kristen McLean
Vice President, Market Research Founder & CEO
Bowker Bookigee, Inc.
Kelly.Gallagher@Bowker.com Kristen@bookigee.com


Dbw childrens monday 2012 final

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