Book Consumer Trends 2009

Consumer Book Trends 2009

Presented by Bowker and AAPDecember 16, 2009

What’s on Tina

Jordan’s Holiday

Wish List

2

Tina is giving this book as a gift to her nephew

And Here’s What’s on Kelly Gallagher’s Wish List

3

Kelly is giving this as a gift to his nephew

And this as a gift to a friend

Survey

Type: OnlineLength: 75 questionsFrequency: Monthly

Annual Consumer Sample

36,000 book buyers Selected according to Age, Gender, Income,

Household size, and location balanced to US Census Representing an annual view of 120,000 book

purchases and 80,000 shopping occasions

PubTrack Consumer Methodology 2009

Consumer Book Trends 2009

6

Top 5 Gender/GenerationsYTD09 Units

19%

15%14%

11%

9%

Female/Baby Boomers (Born 1948-1966)Female/Gen Y (Born 1979-1989)Female/Gen X (Born 1967-1978)Male/Baby Boomers (Born 1948-1966)Female/Matures (Born Before 1948)

Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved

7

Top 10 Genres - YTD09 Units

Fictio

n Gen

eral

Fictio

n Rom

ance

Fictio

n Es

pion

age/

Thril

ler

Fictio

n Mys

tery

/Det

ectiv

e

Other

Juve

nile

Fict

ion

Juve

nile

Pict

ure/

Stor

y

Youn

g Adu

lt

Biogr

aphy

& A

utob

iogr

aphy

Fictio

n Fa

ntas

y

Fictio

n Lite

rary

/Cla

ssics

0%

1%

2%

3%

4%

5%

6%

7%

8%7%

7%

6%

5%

5%

4%3%

3% 3%2%


8

Top 5 Channels - YTD09 Units

Large Chains E-Commerce Book Clubs Mass Merchandisers Independents0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0% 27%

20%

11%

8%

5%


9

Top 5 Formats - YTD09 Units

35.2%

34.9%

21.4%

1.6% 1.6%

Trade PaperbackHardcoverMass Market PaperbackAudioE-Book


10

Top e-Book Devices - YTD09 Units

Lapt

op P

C Onl

y

Amaz

on K

indl

e/Kin

dleD

X

iPod

/Mp3

Dev

ice

iPho

ne

Sony

Ebo

ok R

eade

r

Other

PDA (B

lack

berry

)

Cell P

hone

0%

5%

10%

15%

20%

25%

30%

35%

40%

40%

28%

12%

6% 5% 5%4%

1%


11

Top Reasons for Purchase –YTD09 Units

Liked

Top

ic/Su

bjec

t

Like

Autho

r

Like

This S

erie

s

Look

ed T

hru

Book,

And

Like

d It

Recom

men

d Fr

Som

eone

I Kno

w

Intri

gued

By

Book

Title

Price

Other

Rea

son

Like

Chara

cter

Cover

/Jack

et D

escp

./Tes

timon

ials

0%

2%

4%

6%

8%

10%

12%

14% 13% 13%

9%

7% 7%6% 6% 5%

5%

4%


12

Top Social Networks – YTD09 Buyers

Facebook MySpace LinkedIn Twitter Other None0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

50%48%

32%

7%

11%9%

38%


13

Top Book Recipients YTD09

18%

15%

13%12%11%

8%

8%

7%7%

Gift Recipient Age/Birth to <5 YearsGift Recipient Age/5 to <9 YearsGift Recipient Age/30-44 YearsGift Recipient Age/18-29 YearsGift Recipient Age/9-12 YearsGift Recipient Age/13-17 YearsGift Recipient Age/45-54 YearsGift Recipient Age/65+ YearsGift Recipient Age/55-64 Years


14

So what do we do in a challenging market?

1H09 - Is the economy having an impact on your book buying?

15

All Buyers Male Female 13-17 Yrs 18 - 44 Yrs 45 - 64 Yrs 65+ Yrs lower inc (<$35K)

mid income (35K-75K)

high income (75K+)

36%43%

31% 35% 35% 36%42%

29%34%

45%

64%57%

69% 65% 65% 64%58%

71%66%

55%

No impact Economy Impacts Book-buying:


Q309 - Is the economy having an impact on your book buying?

16

All Buyers Male Female 13-17 Yrs 18 - 44 Yrs 45 - 64 Yrs 65+ Yrs lower inc (<$35K)

mid income (35K-75K)

high income (75K+)

36%43%

32% 36% 37% 34%

43%

30%36%

43%

64%57%

68% 64% 63% 66%

57%

70%64%

57%

No impact Economy Impacts Book-buying:


What are the Impacts on Book Buying?

17

34%

21%14%

12%

10%5% 3% 2%

Cutting down on overall book buying

Buying more used books / or swapping books with others

Buying fewer hardcover books, more paperbacks

Buying books only at deep discount or on sale

Going to lower cost outlets

Other

Buying more books as a less expen-sive alternative to other forms of en-tertainment

Buying more ebooks to download


Knowing your Consumer is Essential!

18

19

Market Share Shift - % of Books Purchased

Males Females 18-29 Males 30-44 Females 65+ All Buyers

-2.0%

-1.0%

0.0%

1.0%

2.0%

1.1%

-1.1%

0.7%

-1.5%

0.6%

1.0%

-1.0%

1.3%

-0.4%

0.6% Qtr 2 2009

Qtr 3 2009


Not all customer strategies should be created equal!

20

21

30 – 44 Female Trends

Focus on Segments

All Buyers Qtr 1 2009 Qtr 2 2009 Qtr 3 2009

Average Selling Price $12.35 $11.08 $13.12

Purchase Occasion by Buyer 1.9 1.8 1.8

Books Purchased per Occasion 1.5 1.5 1.5

Dollars Spent per Occasion $18.67 $16.73 $19.80

Books Purchased per Buyer 2.9 2.7 2.7

Dollars Spent by Buyer $35.73 $30.44 $34.81

23

Book Shopping Metrics: Today’s Buyer

30 - 44 Females Q1 2009 Q2 2009 Q3 2009








24

Where are 30 – 44 Females shopping?

Book

Clubs

Book

Fairs

E-Com

mer

ce

Larg

e Cha

ins

Non-T

rad

Bkstrs

Christ

ian

Bkstrs

Inde

pend

ent B

kstrs

Discou

nt/C

lose

out

Drug

Mass M

erch

Resal

e/Th

rift

Supe

rmar

ket

War

ehou

se C

lubs

All Oth

er R

etai

l Sto

res

All Oth

er C

hann

els

-5%

0%

5%

10%

15%

20%

25%

30%

35%

Qtr 1 2009 Qtr 2 2009 Qtr 3 2009


25

30 – 44 Females Book Purchases at Mass Merchandisers by Outlet YTD09

5%23%

72%

Kmart/Super Kmart

Target/Super Target

Wal-Mart/Super Wal-Mart


26

What formats do 30 – 44 Females purchase?

Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

62% 63% 62%

34% 32% 33%

1.3% 1.0% 1.2%0.5%1.7% 1.7%2.3%2.5% 2.4%

All OtherE-BookAudioHardcoverPaperback


27

Q309 - What Subjects are Purchased by 30 – 44 Females

39%

14%

2%

10%

29%

6%

Adult Fiction (AFIC)Adult Non Fiction (ANF)Scientific, Tech, Medical (STM)Academic & Professional (AP)Juvenile (Child)Religion (REL)


28

Fiction Purchase Detail for 30 – 44 Females - YTD09

Other (Juvenile/Movie)9%

Historical4%

Sci - Fi5%

Espionage/Thriller6%

Horror/Occult7%

Fantasy14%

General14%

Mystery/Detective20%

Romance22%


29

What drives the purchase for 30 – 44 Females?

Special offer or price

Read the descriptions/testimonials on cover/jacket

Like the character

Intrigued by the title of the book

Recommendation from someone I know

Because of price

Looked thru the book, and liked it

I like to read books in this series

Like the author

Liked the topic/subject

0% 5% 10% 15% 20% 25% 30%

8%

8%

10%

11%

13%

13%

16%

18%

26%

26%


30

How are 30 – 44 Females becoming aware of the books they buy?

TV/Radio ad

Online - author's personal website

In-store sales clerk

Online/Internet ad

Recipient asked for item

Online - Book review

Best seller list

At school (for example teacher or course recommendation)

Recommendation from a friend/relative

Store display/on shelf/spinning rack

0% 5% 10% 15% 20% 25% 30%

2%

3%

4%

4%

4%

4%

4%

6%

14%

25%


31

More than half of 30 – 44 Female purchases are impulse buys!

30 - 44 Males 30 - 44 Females0%

20%

40%

60%

80%

100%

37%30%

19%

17%

23%

26%

21%26%

Plan A Book At Specific Time, But Not Specific BkImpulse PurchasePlan This Specific Book, But Not Specific TimePlan This Specific Book At That Specific Time


32

Where are 30 – 44 Females Socially Connected?

FacebookMySpace

Linked-InTwitter

0%

10%

20%

30%

40%

50%

60%

70% 65%

29%

9% 13%


33

eBehaviors for 30 – 44 year old Females

E-content Females 30-44

% read e-books daily/weekly

5.0%

Have an e-reader 1.7%

Likely to buy e-reader: 10.0%

Have an iPhone 5.6%


63.6% are Married Mean Income $62.5k Median Income $62.0k

Bought 2.9 books in quarter 3 Spent $29.64 on books in quarter 3

Top Websites◦ Search sites (Google, etc.)◦ Social Network sites◦ Shopping sites◦ Weather sites◦ Information sites (Wikipedia etc)◦ Video sites (youtube, etc.)

Top Magazines◦ Cooking◦ Fashion/Celebrity◦ Home/Entertainment

34

Portrait of a 30 – 44 Female Book Buyer


18 – 29 Male Trends

Focus on Segments

While 18 – 29 year old males represent 6% of

units they represent almost 10% of dollars

36Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved

18 - 29 Males Q1 2009 Q2 2009 Q3 2009







37

Book Shopping Metrics: 18 – 29 Males

All Buyers Qtr 1 2009 Qtr 2 2009 Qtr 3 2009


Purchase Ocassion by Buyer 1.9 1.8 1.8






38

Where are 18-29 Males Buying Books?

Book

Clubs

Book

Fairs

E-Com

mer

ce

Larg

e Cha

ins

Non-T

rad

Bkstrs

Christ

ian

Bkstrs

Inde

pend

ent B

kstrs

Discou

nt/C

lose

out

Drug

Mass M

erch

Resal

e/Th

rift

Supe

rmar

ket

War

ehou

se C

lubs

All Oth

er R

etai

l Sto

res

All Oth

er C

hann

els

0%

5%

10%

15%

20%

25%

30%

35%

Qtr 1 2009 Qtr 2 2009 Qtr 3 2009


39

Large Chains Outlet Detail for 18 – 29 Males

61%

6%

31%

1%

Barnes and NobleBooksAMillionBordersHastings


40

Formats preferred by 18-29 Males

Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

60% 58% 61%

32% 34% 32%

3.3% 2.8% 1.4%1.0% 1.2% 2.1%3.9%

4.0% 3.8%

All OtherE-BookAudioHardcoverPaperback


41

Q309 - What Subjects are Purchased by 18 – 29 Males

28%

17%9%22%

17%8%

Adult Fiction (AFIC)

Adult Non Fiction (ANF)

Scientific, Tech, Medical (STM)

Academic & Professional (AP)

Juvenile (Child)

Religion (REL)


42

Non Fiction Detail for 18 – 29 Males

Business & Economics7%

Biography & Auto-biography

6%

History4%

Political Science4%

Comics (Adult or Juvenile) & Graphic Novels (e.g. Manga)

4%

Body, Mind & Spirit3%

Drama3%

Humor3%

Computers3%

Sports & Recreation3%

all other59%


43

What Drives the purchase for 18 – 29 Males?

Need/required for work/professional reasons

Like the character

Looked thru the book, and liked it

Intrigued by the title of the book

Because of price

I like to read books in this series

Recommendation from someone I know

Need/required for class/study

Liked the topic/subject

Like the author

0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%

7%

8%

8%

8%

10%

11%

13%

13%

17%

19%


44

How are 18 – 29 Males becoming aware of the books they buy?

Online - forum, blog, Yahoo News, Google, etc.

TV/Radio ad

Best seller list

Online/Internet ad

Online - Book review

Magazine ad

Store display/on shelf/spinning rack

Recommendation from a friend/relative

At school (for example teacher or course recommendation)

In-store sales clerk

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

3%

5%

5%

5%

6%

6%

12%

13%

16%

16%


45

More than half of all18 – 29 Males book purchases are planned!

18 - 29 Males 18 - 29 Females0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

43%33%

25%

23%

19%

23%

13%21%

Plan A Book At Specific Time, But Not Specific BkImpulse PurchasePlan This Specific Book, But Not Specific TimePlan This Specific Book At That Specific Time


46

Where are 18 – 29 Males Socially Connected?

Facebook

MySpace

Linked-In

Twitter

0%

10%

20%

30%

40%

50%

60%

70% 64%

44%

7%

17%


47

e-Behaviors for 18 – 29 Year Old Males

E-content Males 18-29

% read ebooks daily/weekly

15.0%

Have an e-reader 3.4%

Likely to buy e-reader: 20.4%

Have an iPhone: 11.1%


20.4% are Married Mean Income $49.6k Median Income $37.0k

Bought 2.5 book in quarter 3 Spent $49.09 on books in quarter 3

Top Websites◦ Video sites (youtube, etc.)◦ Search sites (Google, etc.)◦ Social Network Sites ◦ Information sites (Wikipedia etc)◦ Music sites◦ Sports sites

Top Magazines◦ Sports◦ Technology◦ Music

48

Portrait of a 18 – 29 Male Book Buyer


So What’s the bottom line in

all of this?Consumer segmentation is essential in all

phases of publishing

49

EditorialEditorial – knowing which consumers types are

trending upward in your genre’s or author franchises is essential to customizing your offering to their tastes.

50

MarketingKnowing how your consumers are becoming aware of books,

what impacts their purchases, and where they are discovering it can save you substantial $$$ by taking a

‘micro-marketing’ approach.

51

SalesBeing able to match a consumer to their book preferences

to a particular outlet can give your sales team a whole new point of reference when talking titles with a buyer.

52

RetailDeveloping the right product mix balanced to your primary

consumer segments… and knowing their value for other items they purchase while shopping for books can create a

refined set of metrics to analyze your book department.

53

54

Thank You!Kelly Gallagher

Vice President Publishing Services

Bowker

[email protected]

908.425.7689

Twitter – bookbuyrinsight

For more information on Consumer information visit – www.bookconsumer.com

Tina Jordan

Vice President

AAP

[email protected]

212-255-0200

mailto:[email protected]