BEA 2013 -uPublishU at BEAU 06_01_13_bowker_template
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Target your sales and marketing efforts to where they need to be! The more you know about the readers and consumers of the books you are writing, the better you can strategically align your marketing efforts and promote your books. Experts will provide a thorough demographic breakdown of the buyers of eBooks and print books by the key book subjects of interest for self-published authors. Also discussed is the current overview of the book publishing industry by the numbers today. Key takeaways include; understanding who are the buyers of the key self-published genres are, how book buyers are discovering new titles, key differences between consumers of print and eBooks, and how to identify the key trends in book publishing today.
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BEA 2013 -uPublishU at BEAU 06_01_13_bowker_template
- 1. Get To Know Who Your Key Audience Is & Where To Reach Them! June 1, 2013
- 2. Welcome to Publishers Weekly’s Discussion Series. Trends in Consumer Book- Buying Jim Milliot Co-editorial Director, Publishers Weekly Carl Kulo U.S. Director, Bowker Market Research #PwdscsrPublishersWeekly.com 1
- 3. What we will show you this morning…. • Highlights from forthcoming Annual Review • Drawn from Bowker’s Books & Consumers™ 2012 Tracker – to first give you a overview of book consumers (p and e) – then some insights into self published books specifically 2
- 4. BACKGROUND & METHODOLOGY Where does this data come from? 3
- 5. Background to Bowker Market Research • Bowker PubTrack Consumer in the US merged with Book Marketing Ltd. (BML) in the UK in 2012 and became Bowker Market Research • Leading provider of market research and business intelligence on the global book market for: • Flagship survey Books & Consumers for tracking book/ebook purchases – US, from 2008 – UK, from 1989 (and ebooks from August 2010) – Canada, from 2012 (through BookNet Canada) Publishers Book retailers Trade associations Libraries Arts organizations Market analysts PublishersWeekly.com 4
- 6. PublishersWeekly.com Methodology Books & Consumers U.S. Sample: 6,000 unique US book consumers per fielding Type: Online questionnaire Frequency: Monthly tracker study Length: 75 questions about book and ebook purchasing, plus demographics and psychographics of book buyers Annual sample: Nationally representative of US book buyers ~72,000 book consumers annually ~200,000 book purchases annually 5
- 7. PublishersWeekly.com Our partners….. MarketTools Inc. (MTi): • Panel management & data collection • Clients include: P&G, Microsoft, Bank of America GMI (Kantar): • Data Processing & Software provider • Statistical Validation, Analysis, and Weighting Bowker Bibliographic & Database Expertise • Bibliographic and Classification Data Match • Business Analysts 6
- 8. WHO ARE AMERICAN BOOK BUYERS? Demographics 7
- 9. PublishersWeekly.com 2012 saw increases in the younger segments as 50 Shades made an impact 8
- 10. PublishersWeekly.com Women continue to dominate the book market, especially in units. Less so in Dollars 9
- 11. PublishersWeekly.com Book Buyers are Clearly “Middle Income” 10
- 12. 60% of Book Buyers were female 63% had an annual household income of over $50,000 55% were younger than 45 and 61% were educated to degree level Key characteristics of the US PRINT book buyer in 2012 PublishersWeekly.com 11
- 13. 65% of Book Buyers were female 67% had an annual household income of over $50,000 60% were younger than 45 and 64% were educated to degree level Key characteristics of the U.S. eBook buyer in 2012 PublishersWeekly.com 12
- 14. WHAT TYPES OF BOOKS ARE BOUGHT? Genres 13
- 16. PublishersWeekly.com *Adult Fiction continues to dominate what Americans buy, though AP/STM contribute to overall revenue 15
- 18. PublishersWeekly.com *YA continued to benefit from Hunger Games…50 Shades reflected in “other” 17
- 19. WHERE ARE BOOKS BOUGHT? Channels 18
- 21. PublishersWeekly.com *…especially so in Dollars 20
- 25. WHAT TYPES OF BOOKS ARE PURCHASED? Formats 24
- 27. eBook trends in the US Based on Book Buyers Bowker Market Research Books & Consumers Monthly Tracker 26% 21% 0% 5% 10% 15% 20% 25% 30% Feb_… Mar… Apr_… May… June… July_… Aug_… Sept.… Oct.… Nov… Dec_… Jan_… Feb_… Mar… Apr_… May… June… July_… Aug… Sept… Oct_… Nov… Dec_… Jan_… Feb+… % read ebooks (daily/weekly) % book buyers who purchased an e-book (US) PublishersWeekly.com 26
- 28. How has format adoption changed? Based on New Books Purchased Bowker Market Research Books & Consumers Monthly Tracker 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Q 1 2010 Q 2 2010 Q 3 2010 Q 4 2010 Q 1 2011 Q 2 2011 Q 3 2011 Q 4 2011 Q 1 2012 Q 2 2012 Q 3 2012 Q 4 2012 4% 4% 6% 7% 17% 18% 18% 20% 26% 28% 29% 27% All other Ebook Audio Hardcover Trade Paper Mass Market PublishersWeekly.com 27
- 30. eBook trends by genre (Q1 10 through Q4 12) 13% 14% 21% 21% 20% 23% 27% 31% 33% 35% 44% 43% 44% 12% 13% 15% 20% 21% 24% 27% 29% 39% 40% 44% 50% 54% 0% 10% 20% 30% 40% 50% 60% Based on Books Purchased Bowker Market Research Books & Consumers Monthly Tracker 29PublishersWeekly.com
- 31. 42.1 40.9 30.0 32.0 34.0 36.0 38.0 40.0 42.0 44.0 46.0 48.0 50.0 Q1 2009 Q2 2009 Q3 2009 Q4 2009 Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Q1 2012 Q2 2012 Q3 2012 Q4 2012 Print Ebook Average Age of eBook Buyer over time PublishersWeekly.com 30
- 34. What about Self Publishing? PublishersWeekly.com #Pwdscsr33
- 35. ISBN for Self-Publishers Some perspective about self publishing… PublishersWeekly.com #Pwdscsr34
- 36. 263% Increase in Self Publishing in Past 5 Years! 0 100,000 200,000 300,000 2006 2007 2008 2009 2010 2011 51,237 211,269 ISBN Count
- 37. From Bowker’s Books-in- Print/Identifier Services • The number of self-published books produced annually in the U.S. has nearly tripled, growing 287 percent since 2006, and now tallies more than 235,000 print and “e” titles Some perspective about self publishing… PublishersWeekly.com #Pwdscsr36
- 38. PublishersWeekly.com #Pwdscsr37 • In 2012, self-published titles accounted for 3% of total market share in units and 1% of dollars spent. • These self-published books accounted for 8% of eBook purchases throughout 2012, and 10% of all Adult Fiction eBooks bought.
- 39. PublishersWeekly.com #Pwdscsr38 • 39% of self-published eBooks bought in 2012 were downloaded to an Amazon Kindle and 22% to Kindle Fire • This compares to 37% and 18% respectively for eBooks overall. • Possibly the impact of CreateSpace??
- 40. Limitless Self-Publishing Possibilities for Aspiring Authors
- 41. …And no lack of choices for Publishing Partners! Name 2006 2007 2008 2009 2010 2011 CreateSpace 3,179 3,645 10,785 23,617 34,622 57,602 Lulu Enterprises Inc. 2,682 6,344 8,654 10,605 20,242 30,019 Xlibris 3,422 4,803 8,120 11,246 15,865 14,082 Smashwords 63 2,163 11,295 40,549 Authorhouse 7,472 6,856 7,444 9,629 9,621 15,876 PublishAmerica 5,412 4,857 5,139 5,777 7,077 3,693 IUniverse 4,144 5,412 4,660 5,620 5,641 8,366 Independent Publisher 66 347 291 1,908 2,970 3,485 Trafford 1,770 1,078 743 1,674 2,282 3,281 Outskirts Press 717 1,265 1,532 1,595 1,577 1,482 Xulon Press 1,067 1,500 1,673 1,467 1,461 1,491 All others 21,306 28,427 24,514 20,278 20,383 29,161 TOTALS 51,237 64,534 73,618 95,579 133,036 211,269
- 43. Small Publishers <10 Published ISBNs 12,430 13,828 13,865 15,123 16,833 20,997 0 5,000 10,000 15,000 20,000 25,000 Small Publishers 2006 2007 2008 2009 2010 2011
- 44. Over 12 Copies Sold! Micro Niche Publishing in the land of limitless choices 43
- 46. Gender 45© Bowker Market Research Books & Consumers Monthly Tracker 2012 Self-Published All Books 0% 50% 100% Espionage/Thriller Fantasy Mystery/Detective Literary/Classics Romance Adult Fiction All Self-Published Books 27% 30% 19% 42% 10% 27% 29% 73% 70% 81% 58% 90% 73% 71% Males Females 0% 20% 40% 60% 80% 100% Espionage/Thriller Fantasy Mystery/Detective Literary/Classics Romance Adult Fiction All Books 39% 42% 26% 31% 9% 32% 36% 61% 58% 74% 69% 91% 68% 64% Males Females
- 47. Demographics – gender & age 46© Bowker Market Research Books & Consumers Monthly Tracker 2012 0% 10% 20% 30% 40% 50% 60% 70% 80% Males Females Teens 13-17 Years 18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years 29% 71% 4% 18% 29% 19% 18% 12% 36% 64% 6% 23% 27% 16% 15% 14% 27% 73% 4% 19% 27% 18% 20% 13% 32% 68% 4% 21% 24% 16% 17% 17% All Self Published Books All Books Self-Published Adult Fiction All Adult Fiction
- 48. As with ebooks buyers overall, women rule! • 70% of self-published eBooks were bought by females, compared to 70% for traditional published eBooks. • 22% of all self –published eBooks were bought by women aged 30-44. 47
- 49. Demographics – income: Self publisher buyers line up close to buyers overall 48© Bowker Market Research Books & Consumers Monthly Tracker 2012 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% All Self Published Books All Books Self-Published Adult Fiction All Adult Fiction 13% 14% 13% 13% 12% 11% 13% 11% 17% 15% 16% 16% 24% 23% 25% 24% 17% 16% 16% 16% 13% 13% 12% 13% 5% 7% 5% 6% $150.0 and over $100.0 - 149.9K $75.0-99.9K $50.0-74.9K $35.0-49.9K $25.0-34.9K <$25.0K
- 50. Self-Published Major Genre Market Share 49© Bowker Market Research Books & Consumers Monthly Tracker 2012 63% 14% 10% 7% 6% 1% Adult Fiction Adult Non Fiction Children's Academic & Professional Religion Scientific, Technical, Medical
- 51. Top Self-Published Fiction Genres 50© Bowker Market Research Books & Consumers Monthly Tracker 2012 0.0% 5.0% 10.0% 15.0% 20.0% 25.0% Espionage/Thriller Fantasy Mystery/Detective Literary/Classics Romance 9.1% 9.2% 13.7% 17.5% 22.4% 5.7% 5.8% 8.7% 11.1% 14.2% % All Self-Published % Adult Fiction
- 52. Non-Fiction: Non-fiction purchases that were relatively more likely to be from self-published authors include: • Biography/Autobiography (22% of Non-Fiction) • Cooking (13% of Non-Fiction) • Self-Help (10% of Non-Fiction). 51
- 53. Print Vs. E-book split: Self Published books far more likely to be in ebook form. Ebooks have driven the self-publishing “boom” 52© Bowker Market Research Books & Consumers Monthly Tracker 2012 0% 50% 100% Espionage_Thriller Fantasy Mystery_Detective Literary/Classics Romance Adult Fiction All Self Published Books 10% 10% 9% 21% 10% 14% 25% 90% 90% 91% 77% 90% 86% 74% Print eBook 0% 50% 100% Espionage/Thril ler Fantasy Mystery/Detec tive Literary/Classic s Romance Adult Fiction All Books 68% 54% 50% 58% 52% 60% 67% 30% 42% 48% 40% 47% 38% 27% Print eBook Self-Published All Books
- 54. Discovery….From our tracker (2012 – all formats) 53© Bowker Market Research Books & Consumers Monthly Tracker 2012 AWARENESS All Self- Published Self-Published Adult Fiction Online - Retailer recommendation on a retailer's website (e.g. Amazon.com) 11% 13% Online - Read an excerpt from the book 11% 13% In-person - Received recommendation from a friend/relative 10% 7% Online - Customer Review (e.g. on a retailer's website) 8% 9% Online - Email From Retailer 6% 7% Online - Read about author/book on a blog 5% 4%
- 55. Planned vs. Impulse: Self-published books more apt to be impulsive 54© Bowker Market Research Books & Consumers Monthly Tracker 2012 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% All Self- Published Books All Books Self-Published Adult Fiction Books All Adult Fiction Books 33% 38% 27% 34% 19% 23% 19% 24% 21% 18% 25% 22% 27% 20% 29% 21% Not Planned, Impulse purchase Planned a book at that specific time, but not specific bk Planned this specific book, but not at that specific time Planned this specific book at that specific time
- 56. Planned vs. Impulse - eBooks 55© Bowker Market Research Books & Consumers Monthly Tracker 2012 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% All Self- Published eBooks All eBooks Self-Published Adult Fiction eBooks All Adult Fiction eBooks 23% 35% 23% 33% 15% 25% 16% 25% 28% 17% 29% 19% 34% 23% 32% 22% Not Planned, Impulse purchase Planned a book at that specific time, but not specific bk Planned this specific book, but not at that specific time Planned this specific book at that specific time
- 57. How do people discover self-published books? Self-published books were more likely than average to be impulse buys, and tended to be discovered while browsing • We believe this is happening because of various “serendipitous” opportunities where discovery happens (saw a link in a blog or tweet, etc.) • So we asked them……. 56
- 58. We ask what drove them to a self published book… top responses 57 3% 5% 6% 6% 9% 11% 11% 15% 25% 47% 58% 0% 10% 20% 30% 40% 50% 60% 70% Novelty Cover Bestseller list Chance to support independent authors External/impartial review of book Author pitch/email Recommendation from someone I know Free Sample of book Description of book Price What factors influenced your purchase of a self-published e-book? Please select all that apply. Based on a custom question asked in our tracker
- 59. PERCEPTIONS OF SELF PUBLISHING Data from a sample of ebook buyers in our monthly tracker, June 2012 58
- 60. Identified self publisher buyers via these questions: Have you ever purchased a self-published e-book? (out of 660 ebook buyers) – Don't know: 20.3% – No 73.2% – Yes 6.5% If don’t know, Do you recall purchasing an e-book from a publisher such as CreateSpace. PubIt! Or Smashwords (as opposed to more well-known publishers as Penguin, Random House or Harlequin? - Don't know 13.5% - No 82.3% - Yes 4.2% 59
- 61. For those who haven’t, why not? 60 17% 54% 4% 21% 4% 0% 10% 20% 30% 40% 50% 60% Don't know whether or not I purchased one Haven't encountered one Other, please specify Titles offered didn't interest me Would be afraid of it being of too low quality
- 62. Do you typically know the publisher of an ebook you’ve purchased? 61 25% 76% Yes No
- 63. Which is most true about your decision to buy an e- book? 62 3.5% 17.3% 79.2% 0.0% 10.0% 20.0% 30.0% 40.0% 50.0% 60.0% 70.0% 80.0% 90.0% I am less inclined to buy ebooks from a publishers that I have heard of I am more inclined to buy ebooks from a publishers that I have heard of The publisher is irrelevant to my decision to buy a particular e-book
- 64. Percent answering “True” to the following: 63 28% 80% 70% 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% Expect lower quality Good way to try a new author More forgiving/willing to experiment if low cost
- 65. Price is a major challenge for self-published authors What prices are self-published authors able to get from consumers? • 58% of self-published books were purchased for less than $1 in 2012. • For self-published eBooks 74% were purchased for less than $1 64
- 66. But that same low price is a major opportunity for self-published authors • Low price really means “low risk” • “No harm in trying” 65
- 67. Q & A PublishersWeekly.com *Proceeding the Q &A, please complete the brief survey located in your program. 66
- 68. Want more information? Go to www.bookconsumer.com 67
- 69. Want more information? Go to www.bookconsumer.com 68
- 70. Want more information? Go to www.bookconsumer.com 69 • And coming soon – by July 1: –“Genre Lite Reports” • What you should know about your genre – at an affordable price! • See who buys in your genre (demographics) • Where they buy books • Why they buy books and how they discover them • And more
- 71. THANK YOU! Market Research Jim Milliot Project Editor Carl Kulo Project Analyst
Notas do Editor
- Thank everyone for coming Introduce your self and title Why we have these Discussion Series:PW Discussion series are designed to explore the future of book publishing and address hot-button issues with leading experts in the field. Each panel will be moderated by a PW editor and will look at the challenges and opportunities facing the publishing industry.Today we are exploring Trends in Consumer Book-Buying. Panleist with us today are: Jim Milliot – Co- editorial Director, Publishers Weekly Karl Kulo- U.S. Director, Bowker Market research A few Housekeeping rules: You all should have received a packet with the slide from today presentation There is a survey in your packet please make sure to provide us with your feed back at the end of this discussion There will be a Q and A proceeding so save your questions till then Let get started…..
- In the US, we go out to 6,000 book buyers each month to ask them a series of very detailed questions about their book purchases. We also find out a lot about each book buyer too. This builds up into a huge database of purchasing and purchaser metrics, which we analyze on behalf of our subscribers.
- In the US, we go out to 6,000 book buyers each month to ask them a series of very detailed questions about their book purchases. We also find out a lot about each book buyer too. This builds up into a huge database of purchasing and purchaser metrics, which we analyze on behalf of our subscribers.
- Ladder image, need for higher level senior HS materials
- Ebooks have impacted all other formats (except audio). Hardcover was impacted initially , esp in Q1 11. MMP is half of what it was, and has been declining more steadily as “pulp fiction” paperbacks give way to ebooks in Romance and Crime.
- This chart shows the trends in specific categories (in CAPS) and genres, from less e-book oriented (graphic novels, travel, children’s, cookery) to most e-book oriented (crime and romance broke 50% of units in the 4th quarter). Notice some disciplines were more likely to snap back to print, especially childrens and non-fiction, while consumable non-fiction moved more solidly to e.
- So, where do consumers go to acquire their e-books?Here are the top 5 sources…
- So, where do consumers go to acquire their e-books?Here are the top 5 sources…