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

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Purchase Frequency

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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

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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)

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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)

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0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

Frequently

Occasionally

Rarely

Power Buyer Demo (Occupation)

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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)

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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)

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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)

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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

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0.00%

10.00%

20.00%

30.00%

40.00%

50.00%

60.00%

70.00%

Literary Fiction Mystery/Thriller Romance

Frequently Occasionally Rarely

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What is your preferred device for reading e-books?

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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

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What is your preferred device for reading e-books?

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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

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E-Books Globally

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E-Books Globally

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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