I Read, You Read, E-Read!Launch Kids - January 2015
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The ABC of Kids and E-Reading 1-3
January 2013
• Over half of all kids e-reading
• 85% of those doing so ≥ 1x per week
Summer 2013
• Unique “back to school” study
January 2014
• 67% e-reading
• 92% of those ≥ 1x per week
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The ABC of Kids and E-Reading 4
Online survey in 10/14
• 1140 families contacted; 752 had children
who e-read *
• 67% is same as 1/14; up from 54% in 1/13
• 92% e-read ≥ 1x/week is same as 1/14;
up from 85% in 2013)
* Child 2-13 who reads digital books on
at least one device in the household
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Left to Their Own Devices…
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82%
73%
64% 63%
27%
82%77%
64% 62%
26%
72%
85%
41%
63%
31%
Tablet Computer E-reader Smartphone Children's e-reader
Device OwnershipWhich of the following do you have in your house?
January 2015
January 2014
January 2013
Top Devices by Age:
2-5: Kids Tablet, iPad (exc. Mini), Kindle
6-9: Kids Tablet, iPad (exc. Mini), Kindle/Fire (tie)
10-13: iPad (exc. Mini), Computer, Kindle/Fire (tie)
Most Common Devices for E-Reading
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82%
76%
43% 41%
73%71%
41%
34%
48%
57%
43%
37%
Tablet E-reader Computer Smartphone
January 2015
January 2014
January 2013
Which devices does your child read ebooks on at least once a week?
81% 80%75% 75%
61%
74%
82%
68%63%
KindleFire HD
iPadMini
KindleFire
iPad (allbut Mini)
OtherTablet
January 2015
January 2014
“Books don’t just compete against books”
Compared to 2011, in 2013 kids spent:
• :12 less per day watching TV
• :09 less watching DVDs
• :06 less using a computer
• :04 less playing video games
• :10 MORE using smartphones/tablets
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https://www.commonsensemedia.org/research/zero-to-eight-childrens-media-use-in-america-2013
https://gigaom.com/2014/12/02/amazons-bezos-thinks-ebooks-made-the-book-industry-healthier/
What’s “Better”: Print or eBook?
Lois Lowry:
“If an e-book doesn’t grab my attention, I
dump it too quickly…[But,] we need to
learn to live with them. You just want to
be careful there are no games or other
distractions on the device.”
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http://www.nytimes.com/2014/12/14/fashion/holiday-gifts-giving-children-books.html?_r=1
http://www.literacytrust.org.uk/news/6268_technology_engages_boys_and_poorer_children_to_read_for_longer
UK Literacy Trust Study:
Twice as many boys as girls look at or
read stories on a touch-screen for longer
than they look at or read printed stories
Do Parents Prefer Print or Ebooks?
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Parents say…
• their kids prefer reading ebooks
(41% / 27%)
• they prefer reading print books to
them (23% / 44%)
• ebooks and print are equally good
for their kids’ learning (27% / 27%)
• > 50% of kids requested an ebook
they own in print (and vice-versa)
Enhanced Features: Aid or Distraction?
35% of parent reported
greater willingness to
purchase an ebook if it
has enhanced features
(+30% from 2014)
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http://www.theguardian.com/science/head-quarters/2014/dec/15/shiny-appy-children
http://www.joanganzcooneycenter.org/wp-content/uploads/2012/07/jgcc_ebooks_quickreport.pdf
Pluses Minuses
Enhanced Features Personalization
Depth & Explanation
Easily adapted
Distract from the story
Recall fewer details
Less effective co-reading
Parents’ Spending Expectations Rise
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$9.35
$7.37
$8.54
$11.12
$10.07
$11.79
$6.34
$5.53 $5.76
2 to 5 6 to 9 10 to 13
Children's Ebook
Children's Print Book
Children's App
How much do parents expect to pay
for ebooks, print books, and apps?
198%
Of
2013
144%
Of
2013
145%
Of
2013
Buy, Borrow or Free:
Parents More Willing to Pay
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7.32 7.38 7.246.96
5.87
8.23
7.637.3
7.6
5.36
Borrow from thelibrary
Download freeversion withadvertising
Buy full version,advertising-free
Start with free "light"version and upgrade
if child likes it
Purchasesubscription with
periodic paymentsfor new content
January 2015
January 2013
Willing to pay
monthly:$13.18 (unlimited)
$9.26 (w/o newest content)
$7.37 (w/advertising)
APPROACH FIELDING
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Who Selects New eBooks for Children?
54% (89% in 2013)
46% (11% in 2013)
24%
54%
93%
43%
34%
0%
29%
6% 5%5% 6%2%
2 to 5 6 to 9 10 to 13
Children take turns readingebooks
Children read ebookstogether
Parent reads with all childrentogether
Parent reads individuallywith children
All Together Now: Sharing & Co-Reading
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