Ibpa university 2012 angela bole & kelly gallagher

Consumer Attitudes
Toward E-Book Reading

Rewind
% book buyers who purchased an e-book (US)
14%
12% 13%
10%
8%
6%
4%
2%
3%
0%


14%
12% 13%
10%
8%
6%
4%
2%
3%
0%


18%
16% 17%
14%
12%
10%
8% 9%
6%
4%
2%
0%


Really?

Yes, really. but…


Fiction is Stranger than Truth
22.9%
20.9%

Fiction
14.0% Romance
Fiction Mystery
13.7%
13.1% Graphic Novels

8.5% Biographies

Cooking

3.1%

Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2 Qtr 3 Qtr 4 Qtr 1 Qtr 2
2009 2009 2009 2009 2010 2010 2010 2010 2011 2011

Q3 2011Genre Share and E-Book %
Adult Fiction 26%

Juvenile 11%

Adult Non Fiction 15%

Religion 12%

Young Adult 17%

11%

Science Fiction 29%

Christian Fiction 40%

“e” Questions to Answer in 2012
• What is the continued growth capacity of
Fiction?
• When will the other genres get moving?
• What roles does technology really play in
adoption?


Power Buyer = someone
who purchases 4 or more
books a month. Consolidated group of
your best
customers who share
one
common trait –
regardless
of ‘p’ or ‘e’


A Book Buyer by any Name… (or Format)
Heavy Book Buyers Heavy Ebook Buyers

70%

60%

50%

40%

30%

20%

10%

0%


Conversion rate of heavy book
buyers to “e” slowed in 2011
Q: When did you buy your first eBook? A: Within last 6 months
20%
18% 18%
16%
14% 15%
12% 12%
10%
8% 8%
6%
4%
2%
0%
Jan_11 May_11 Aug_11 Nov_11

Do not own a
device
Why? Have purchased an ebook
Do own a device
Have never purchased an ebook



What keeps you from buying e-books?


Value of Power Buyers
Print ‘e’
35% of
22% of
Buyers
Buyers

60% of eBooks
53% of Books Purchased
Purchased

50% of $$$ 48% of $$$
Purchased Purchased


Power Buyers Demonstrate Loyalty
60.0%

45% 44% 43%
41%
40.0%

32%
27%
24% 22%
20%
20.0%
15%

0.0%
Within the last MONTH 2 to 6 MONTHS ago 7 to 12 MONTHS ago 1 to 2 YEARS ago 2 or more YEARS ago

only e-books mostly e-books both p & e more print

“E” at the Expense of “P”
100.0

90.0

80.0

70.0

42 56 62
60.0
69 66 other
50.0
e-book
40.0
paperback
30.0
16
hardcover
21
20.0
16 18
26 15
10.0
15 9 11 12
0.0
Within the last 2 to 6 MONTHS 7 to 12 MONTHS 1 to 2 YEARS ago 2 or more YEARS
MONTH ago ago ago


Scenario Planning


Saturated?
According to a Verso Digital study of
consumer book buying habits, the
number of consumers resistant to
purchasing an e-reading device has
increased from 40% in December 2009,
to 52% in December 2011.


?

Multi-function Mayhem?


What about children and youth?
Are they pathways to exponential growth?


Kids 7 – 12 Important Facts:
They have a video game system 68%

They share a computer with the rest of… 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… 20%

They have an iTouch 12%

They download apps to a mobile… 11%

They use an iPad 10%

They own their own reading device like a… 7%

They have an iPhone 4%

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

Teens Triple Rate of E-book Reading
100%
6%
90% 19%

80%
70%
60%
50%
94%
Yes
40% 81% No
30%
20%
10%
0%
2010 2011

Apple is the Format of Choice
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

Bold Predictions for 2012?

25%

30%

40%

What’s ultimately best for the industry?


Global E-book Monitor: A Preview


Thanks for Listening!


Ibpa university 2012 angela bole & kelly gallagher

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