Consumer Attitudes Toward E-book Reading
Making Information Pay | May 15, 2013
© 2013, the Book Industry Study Group, Inc.
But first…
© 2013, the Book Industry Study Group, Inc. 2
Angela Bole
Deputy Executive Director, BISG IBPA
But first…
© 2013, the Book Industry Study Group, Inc. 3
Angela Bole
Deputy Executive Director, BISG IBPA
What is this transformation, really?
© 2013, the Book Industry Study Group, Inc. 4
What is this transformation, really?
© 2013, the Book Industry Study Group, Inc. 5
Why This Study?
6 © 2013, the Book Industry Study Group, Inc.
Longest running trended study of e-book purchases
Now in it’s fourth year
Data derived from nationally representative panel of more than 50,000 unique book buying men, women and teens
More than 1,000 panelists actually surveyed
Power Buyers
© 2013, the Book Industry Study Group, Inc. 7
Purchase Frequency
© 2013, the Book Industry Study Group, Inc. 8
17.10%
55.10%
26.50% 1.30%
I frequently acquire e-books (at least weekly)
I acquire e-books on occasion (once or twice a month)
I rarely or sporadically acquire e-books
Other, please specify
Power Buyers
© 2013, the Book Industry Study Group, Inc. 9
17.10%
55.10%
26.50% 1.30%
I frequently acquire e-books (at least weekly)
I acquire e-books on occasion (once or twice a month)
I rarely or sporadically acquire e-books
Other, please specify
Meet Your Power Buyer
© 2013, the Book Industry Study Group, Inc. 10
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
80.00%
Frequently Occasionally Rarely
Male Female
Power Buyer Demo (Gender)
© 2013, the Book Industry Study Group, Inc. 11
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
18-29 Yrs
30-44 Yrs
45-54 Yrs
55-64 Yrs
65+ Yrs
Frequently
Occasionally
Rarely
Power Buyer Demo (Age)
© 2013, the Book Industry Study Group, Inc. 12
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
Frequently
Occasionally
Rarely
Power Buyer Demo (Occupation)
© 2013, the Book Industry Study Group, Inc. 13
0.00% 5.00%
10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00%
I frequently acquire e-books (at least weekly)
I acquire e-books on occasion (once or twice a month)
I rarely or sporadically acquire e-books
© 2013, the Book Industry Study Group, Inc. 14
Power Buyer Demo (First Acquisition)
Power Buyer Demo (Purchase Behavior)
© 2013, the Book Industry Study Group, Inc. 15
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Frequently Occasionally Rarely
I now exclusively purchase e-books, and no longer purchase print books
I mostly purchase e-books, and purchase fewer print books than I used to
I purchase e-books and print books interchangeably, I have no preference
I no longer buy e-books, only print books
I prefer some types or genres of books as e-books and others as print
Power Buyer Demo (Purchase Behavior)
© 2013, the Book Industry Study Group, Inc. 16
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Frequently Occasionally Rarely
I now exclusively purchase e-books, and no longer purchase print books
I mostly purchase e-books, and purchase fewer print books than I used to
I purchase e-books and print books interchangeably, I have no preference
I no longer buy e-books, only print books
I prefer some types or genres of books as e-books and others as print
Power Buyer Demo (Purchase Behavior)
© 2013, the Book Industry Study Group, Inc. 17
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
Frequently Occasionally Rarely
I now exclusively purchase e-books, and no longer purchase print books
I mostly purchase e-books, and purchase fewer print books than I used to
I purchase e-books and print books interchangeably, I have no preference
I no longer buy e-books, only print books
I prefer some types or genres of books as e-books and others as print
© 2013, the Book Industry Study Group, Inc. 18
Power Buyer Demo (Acquisition Source)
Genre Preference buy Purchase Frequency
© 2013, the Book Industry Study Group, Inc. 19
0.00%
10.00%
20.00%
30.00%
40.00%
50.00%
60.00%
70.00%
Literary Fiction Mystery/Thriller Romance
Frequently Occasionally Rarely
© 2013, the Book Industry Study Group, Inc. 20
What is your preferred device for reading e-books?
© 2013, the Book Industry Study Group, Inc. 21
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0% Ja
n-11
Mar
-11
May
-11
Jul-1
1
Sep
-11
Nov
-11
Jan-
12
Mar
-12
May
-12
Jul-1
2
Sep
-12
Nov
-12
Jan-
13
Desktop
iPad/iPad Mini
Android or other tablet
Kindle Fire
Kindle E-Reader
Nook Tablet
Nook Reader
Nook Color
Other Dedicated E-Reader
What is your preferred device for reading e-books?
© 2013, the Book Industry Study Group, Inc. 22
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0% Ja
n-11
Mar
-11
May
-11
Jul-1
1
Sep
-11
Nov
-11
Jan-
12
Mar
-12
May
-12
Jul-1
2
Sep
-12
Nov
-12
Jan-
13
Desktop
iPad/iPad Mini
Android or other tablet
Kindle Fire
Kindle E-Reader
Nook Tablet
Nook Reader
Nook Color
Other Dedicated E-Reader
What is your preferred device for reading e-books?
© 2013, the Book Industry Study Group, Inc. 23
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0% Ja
n-11
Mar
-11
May
-11
Jul-1
1
Sep
-11
Nov
-11
Jan-
12
Mar
-12
May
-12
Jul-1
2
Sep
-12
Nov
-12
Jan-
13
Desktop
iPad/iPad Mini
Android or other tablet
Kindle Fire
Kindle E-Reader
Nook Tablet
Nook Reader
Nook Color
Other Dedicated E-Reader
What is your preferred device for reading e-books?
© 2013, the Book Industry Study Group, Inc. 24
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0% Ja
n-11
Mar
-11
May
-11
Jul-1
1
Sep
-11
Nov
-11
Jan-
12
Mar
-12
May
-12
Jul-1
2
Sep
-12
Nov
-12
Jan-
13
Desktop
iPad/iPad Mini
Android or other tablet
Kindle Fire
Kindle E-Reader
Nook Tablet
Nook Reader
Nook Color
Other Dedicated E-Reader
What is your preferred device for reading e-books?
© 2013, the Book Industry Study Group, Inc. 25
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
Amazon Desktop/Laptop All Other
What is your preferred device for reading e-books – Power Buyers
© 2013, the Book Industry Study Group, Inc. 26
What is your preferred device for reading e-books?
© 2013, the Book Industry Study Group, Inc. 27
0.0% 10.0% 20.0% 30.0% 40.0% 50.0%
Tablets
Dedicated E-Readers
Frequently Occasionally Rarely
What is your preferred device for reading e-books?
© 2013, the Book Industry Study Group, Inc. 28
Tablet Usage Behavior: eBook Acquirers
© 2013, the Book Industry Study Group, Inc. 29
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0% N
ov-1
1 D
ec-1
1 Ja
n-12
Fe
b-12
M
ar-1
2 A
pr-1
2 M
ay-1
2 Ju
n-12
Ju
l-12
Aug
-12
Sep
-12
Oct
-12
Nov
-12
Dec
-12
Jan-
13
Feb-
13
Apple iPad
© 2013, the Book Industry Study Group, Inc. 30
E-Books Globally
© 2013, the Book Industry Study Group, Inc. 31
E-Books Globally
© 2013, the Book Industry Study Group, Inc. 32
The e-book consumer is increasingly resembling the p-book consumer
Power Buyers are grown, not born
Tablets are (slowly) overtaking dedicated e-readers
But Power Buyers still prefer dedicated e-readers.
Amazon still dominates, but is that dominance slipping?
Watch for growing opportunities in emerging markets like Brazil and India
Conclusion
© 2013, the Book Industry Study Group, Inc. 33