1 the u.s. market and new digital buying and reading behaviors the u.s. market and new digital...

1© 2010, the Book Industry Study Group, Inc.

Creating a more informed, empowered and efficient book industry supply chain for both physical and digital products.

BISG is committed to the development of effective industry-wide standards, best practices, research and events that

enhance relationships between trading partners.

© 2010, the Book Industry Study Group, Inc.

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What influences a book

consumer to switch to e-

books?

How long have print book

consumers been reading e-books?

Now thate-books are in the mix, are

book consumers acquiring

more, less or the same number of

print books?

Which e-reading devices do book

consumers prefer to use?

What are the most popular

e-book genres?

How long are book consumers willing to wait

for ane-book by their

favorite author?

© 2010, the Book Industry Study Group, Inc.

Does DRM effect a consumers decision

to acquire an e-book?

[Education is a [Education is a process] which makes process] which makes one rogue cleverer one rogue cleverer than another.than another.

Oscar Wilde (1856-1900)

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High level review of current U.S. book market

Deep dive into current U.S. consumer attitudes toward and preferences for e-books and e-readers

5© 2010, the Book Industry Study Group, Inc.

R.R. Bowker R.R. Bowker reports traditional reports traditional U.S. book market U.S. book market flat in 2009.flat in 2009.

6© 2010, R.R. Bowker BooksInPrint 2010

Traditional U.S. title Traditional U.S. title output in 2009 was output in 2009 was virtually unchanged.virtually unchanged.

New title/edition output dropped less than half a percent, from 289,729 in 2008 to a projected 288,355 in 2009.

7© 2010, R.R. Bowker BooksInPrint 2010

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But, here’s something that might surprise you…

POD & reprints (public POD & reprints (public domain)domain)exploded in 2009.exploded in 2009.

764,448 titles were produced in 2009 that fall outside traditional publishing classification definitions, representing 181% increase over 2008 - which, in turn, doubled 2007’s output. 

9© 2010, R.R. Bowker BooksInPrint 2010

Growth categories =Growth categories =Business & Technology.Business & Technology.

Technology +11%Science +9%Personal Finance +9% 

10© 2010, R.R. Bowker BooksInPrint 2010

11© 2010, the Book Industry Study Group, Inc.

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Current U.S. consumer attitudes toward and preferences for e-books ande-readers

13© 2010, the Book Industry Study Group, Inc.

14© 2010, Bowker PubTrack™ Consumer

15© 2010, the Book Industry Study Group, Inc.

Screen shot from EDS commercialYouTube.com http://www.youtube.com/watch?v=Pk7yqlTMvp8

16© 2010, Bowker PubTrack™ Consumer

17© 2010, Bowker PubTrack™ Consumer

Source: AAP Annual Report

19© 2010, the Book Industry Study Group, Inc.

www.bisg.org

Report3 of 3

JULY 2010

PubTrack™ Consumer panel of U.S. book buying men, women and teens

Survey pool of ~44K book consumers at the time of each survey fielding

95% confidence level

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21

1st Fielding…(Nov 2009)

© 2010, the Book Industry Study Group, Inc.

…comparedto 3rd Fielding

(April 2010)

22© 2010, the Book Industry Study Group, Inc.

Ten of the bestselling printed novels in Japan in 2007 were based on cell phone novels, and each sold around 400,000 copies.

Starts Publishing has released 40 mobile titles into print that have sold 10 million copies.

According to a recent Mainichi Shinbum newspaper survey, 86% of high school, 75% of middle school and 23% of grade school girls read cell phone novels.

24© 2010, the Book Industry Study Group, Inc.

25© 2010, the Book Industry Study Group, Inc.

1st Fielding…(Nov 2009)

26© 2010, the Book Industry Study Group, Inc.

…comparedto 3rd Fielding

(April 2010)

1st Fielding…(Nov 2009)

As compared to print: $35k-$75k = 40%

$35k = 32%$75k = 24%

27© 2010, the Book Industry Study Group, Inc.

28© 2010, the Book Industry Study Group, Inc.

1st Fielding…(Nov 2009)

29

1st Fielding…(Nov 2009)

…comparedto 3rd Fielding

(April 2010)

© 2010, the Book Industry Study Group, Inc.

30© 2010, the Book Industry Study Group, Inc.

1st Fielding…(Nov 2009)

31

1st Fielding…(Nov 2009)

…comparedto 3rd Fielding

(April 2010)

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32© 2010, the Book Industry Study Group, Inc.

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Mobile 4%

Sony Reader9% - 4%

Netbook/Tablet2% - NEW

B&N Nook3% - NEW

Any Computer37% - 11%

Kindle32% - 10%

i-Phone/ i-touch

10%

One Device used most frequently

iPad3% - NEW

© 2010, Bowker PubTrack™ Consumer

The crowded E-Device market todayThe crowded E-Device market today

34© 2010, the Book Industry Study Group, Inc.

Likelihood to buy i-Pad :Verylikely

Somewhat likely

AlreadyPre-ordered

All Book Buyers 4.3% 9.2% 1.0%

Males 18 - 29 11.3% 10.4% 1.3%

Males 30 - 44 8.2% 17.2% 1.3%

© 2010, Bowker PubTrack™ Consumer 35

36© 2010, the Book Industry Study Group, Inc.

37© 2010, the Book Industry Study Group, Inc.

1st Fielding…(Nov 2009)

38© 2010, the Book Industry Study Group, Inc.

1st Fielding…(Nov 2009)

…comparedto 3rd Fielding

(April 2010)

39© 2010, the Book Industry Study Group, Inc.

1st Fielding…(Nov 2009)

40

1st Fielding…(Nov 2009)

…comparedto 3rd Fielding

(April 2010)

© 2010, the Book Industry Study Group, Inc.

41© 2010, the Book Industry Study Group, Inc.

Online Access◦ Real-Time Reporting

Three weeks after each survey fielding◦ Real-Time Reporting BUNDLE

PDF Summary Reports◦ One-Time Survey Report (PDF)

January 2010 and March 2010◦ Final Survey Report (PDF)

July 2010◦ Survey Report BUNDLE

42© 2010, the Book Industry Study Group, Inc.

Report3 of 3

JULY 2010

43© 2010, the Book Industry Study Group, Inc.