Who is today’s book consumer, where are they shopping and how successful are we at reaching them? This webinar is a first-of-its-kind sneak peek into book buying trends for the first half of 2009. Moving beyond basic book sales data, the webinar provides insight into who today’s book buyer is, what they buy, where they buy books and what motivates their purchase. Presented by Kelly Gallagher, Vice President, Bowker Publisher Services Moderated by Tina Jordan, Vice President, AAP
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1. Presented by Bowker and AAP October 22, 2009
2.
Survey
Type:Online
Length:Between 60-75 questions
Frequency: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
3.
MarketTools, Inc:
Panel management & data collection
Clients include: P&G, Microsoft, Bank of America
Management Science Associates, Inc (MSA):
Data Processing & Software provider (INsight TM )
Statistical Validation, Analysis, and Weighting
Clients include: ESPN, Kraft, Time-Warner
Bowker Bibliographic & Database Expertise
Bibliographic and Classification Data Match
Business Analysts
4. 5. 6. The Big PictureKnow Thy Customer 7.
Bob Dylan
8. 9. 10. 11. 12. The Consumer has become King! Consumers define
the marketplace 13. 14. 15.
1) Economy
2) Time on other Activities
3) Product Selection
16. Economy 17. Book Buyers as % of US Population 18.
2007
The apex of retail spending
Culmination of expanded stores and Amazon.comcoming into its
own
Harry Potter effect
19.
2008
Economic decline sets in esp. in Q4
Spending cut backs in all sectors
Online activities take-off
Decline in readership
20.
Economic uncertainty deepens
Conflicting signs of economic turnaround?
More titles available longer Long Tail especially with growth
of POD
The ebook: breakout year, or flash in the pan?
21. 22. andtheyare more likely than men to swap or buy used,
rather than cut back on overall buying. 23. Time 24.
Before 1975, consumer had 8 choices for entertainment and
information
Today, consumers have 21 choices for entertainment and
information 1975 2009 25. Shows relative number of hours that book
buyers spend on these activities per week 26. 27. 28. Where can
Publishers and Authors reach their buyers???Online is the key! 29.
Social Networking55% of heavy / moderate buyers are socializing
online 30. Product Selection 31. AAP$ Change 1H09 vs 1H08 (net
sales) A.S.P. 1H2008 A.S.P. 1H09 % Change Units/ Buyer % Change
Units/ Occasion AdultHardcover -15.5% $13.07 $14.55 -39% -10% Adult
Paperback -11.2% $11.17 $10.28 -38% -17% Adult Mass Mkt, -5.3%
$5.90 $5.39 -27% -10% All Ebook +173.9% $17.74 $8.30 +52% +28% 32.
$6.25 price differential avg. selling price 1H 09 Hardcovervs.
E-Book 33. E-Book Unit/Sales 0.6% / 1.9%20081.5% / 1.2% 1 stHalf
2009 Source PubTrack Consumer 34. 35. E-Book Sales Growth by Age
183%Growth rate of E-Book sales to buyers over 50 Source PubTrack
Consumer 36. Source PubTrack Consumer 37. Average Income by Device
(000) 2009 YTD Source PubTrack Consumer 38. 2009 YTD Source
PubTrack Consumer 39. Source PubTrack Consumer Likelihood to Buy
E-Reader: Total Very likely Somewhatlikely Notlikely - no interest
Already ownAll Book Buyers 100% 4% 7% 23% 1.50% % Male 43% 58% 51%
47% 52% Mean Age 42.0 33.1 35.0 43.3 44.3 40. 41.
Fiction/Non-Fict show declines in share..
While Juvenile and Religion pick up the slack
42. 43. 44. 45. 46.
So while female teenagers buy more books..
Males average spending on books works out the same.
47. 48. Thank You! Kelly Gallagher Vice President Publishing
Services Bowker [email_address] 908.425.7689 Twitter
bookbuyrinsight For more information on Consumer information visit
www.bookconsumer.com Tina Jordan Vice President AAP [email_address]
212-255-0200
