MIP 2013 -- The Digital Consumer -- Len Vlahos

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Consumer Attitudes Toward E-book Reading Making Information Pay | May 15, 2013 © 2013, the Book Industry Study Group, Inc.

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Len Vlahos shares four years of directional data from BISG's "Consumer Attitudes Toward E-Book Reading" survey at Making Information Pay 2013.

Transcript of MIP 2013 -- The Digital Consumer -- Len Vlahos

Page 1: MIP 2013 -- The Digital Consumer -- Len Vlahos

Consumer Attitudes Toward E-book Reading

Making Information Pay | May 15, 2013

© 2013, the Book Industry Study Group, Inc.

Page 2: MIP 2013 -- The Digital Consumer -- Len Vlahos

But first…

© 2013, the Book Industry Study Group, Inc. 2

Angela Bole

Deputy Executive Director, BISG IBPA

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But first…

© 2013, the Book Industry Study Group, Inc. 3

Angela Bole

Deputy Executive Director, BISG IBPA

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What is this transformation, really?

© 2013, the Book Industry Study Group, Inc. 4

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What is this transformation, really?

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Why This Study?

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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

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Power Buyers

© 2013, the Book Industry Study Group, Inc. 7

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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

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Power Buyers

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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

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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

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Power Buyer Demo (First Acquisition)

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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

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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

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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

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© 2013, the Book Industry Study Group, Inc. 18

Power Buyer Demo (Acquisition Source)

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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

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Jul-1

1

Sep

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Nov

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Jan-

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Mar

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May

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Jul-1

2

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Nov

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Jan-

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Desktop

iPad/iPad Mini

Android or other tablet

Kindle Fire

Kindle E-Reader

Nook Tablet

Nook Reader

Nook Color

Other Dedicated E-Reader

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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

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Jul-1

1

Sep

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Nov

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Jan-

12

Mar

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May

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Jul-1

2

Sep

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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

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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

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Nov

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Jan-

12

Mar

-12

May

-12

Jul-1

2

Sep

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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

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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

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Jul-1

1

Sep

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Nov

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Jan-

12

Mar

-12

May

-12

Jul-1

2

Sep

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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

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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%

Amazon Desktop/Laptop All Other

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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

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What is your preferred device for reading e-books?

© 2013, the Book Industry Study Group, Inc. 28

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Tablet Usage Behavior: eBook Acquirers

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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

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