Nielsen regularly tracks the children’s book consumer market through its BookScan data and on-going consumer surveys. In this presentation, they’ll look at trends in book buying behaviors among parents and kids – and help publishers understand what that means for the future of both print and digital children’s book sales.

1. KIDS BOOKS ONLINE AND OFF:
CHANGING BEHAVIOR IN THE DIGITAL WORLD
Jonathan Nowell and Jo Henry
Nielsen Book
January 13th 2014

2. AGENDA
• DATA SOURCES
• TRENDS IN PRINT AND EBOOKS
• TRENDS IN HOW AND WHERE PURCHASED
• TRENDS IN PRICING
• TRENDS IN DISCOVERY
• TRENDS N ACTIVITIES

3. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
DATA SOURCES
•
Nielsen’s BookScan
• EPOS sales data supplied by retailers in 10 countries worldwide
•
Nielsen’s Books & Consumers US survey
• 6,000 book buyers per month, selected from a nationally
representative sample by age, gender, location
• Online questionnaire of ~75 questions
• Representing approximately 180,000 book purchases per year
•
Nielsen’s Understanding the Children’s Book Consumer in the Digital Age
• Deep-dive survey, Waves 2-6 fielded Fall 2011-Fall 2013
• Sample 3000 per wave : 1000 parents of 0-6 year olds; 1000 of 7-12,
1000 teens 13-17
• Online questionnaire around purchase influences, discovery etc.
3

4. Section 1
TRENDS IN CHILDREN’S BOOKS:
PRINT AND EBOOKS
4
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

5. US PRINT BOOK MARKET: LONG TERM TRENDS
Millions
Source: Nielsen BookScan 2004-2013
900
800
700
600
500
400
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
300
200
100
0
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
5

6. US LONG TERM TRENDS ADULT FICTION
Millions
Source: Nielsen BookScan 2004-2013
250
200
150
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
100
50
0
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
6

7. US LONG TERM TRENDS ADULT NON FICTION
Millions
Source: Nielsen BookScan 2004-2013
350
300
250
200
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
150
100
50
0
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
7

8. US LONG TERM TRENDS JUVENILE BOOKS
Millions
Source: Nielsen BookScan 2004-2013
250
200
150
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
100
50
0
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
8

9. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
US PRINT BOOK MARKET: CATEGORY SHARE (DOLLARS)
Source: Nielsen BookScan 2011-2013
100%
90%
30
80%
32
34
70%
Children's Books
60%
50%
44
Adult Non-Fiction
42
40%
43
Adult Fiction
30%
20%
10%
27
26
23
2011
2012
2013
0%
9

10. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
ALL FORMATS MARKET SHARE BY CATEGORY (UNITS)
Source: Nielsen Books & Consumers US, 2009-2013
45%
40%
39%
35%
31%
41%
40%
36%
30%
40%
Adult Fiction
31%
31%
30%
31%
25%
23%
20%
Adult Non-Fiction
21%
19%
20%
17%
15%
All Children's
10%
5%
0%
2009 (JanSept)
2010 (Jan Sept)
2011 (Jan-Sept)
2012 (Jan Sept)
2013 (Jan Sept)
10

11. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
EBOOK MARKET SHARE: ALL BOOK PURCHASES
(UNITS)
Source: Nielsen Books & Consumers US, 2009-2013
25%
21%
20%
22%
15%
All ebooks
13%
10%
5%
2%
3%
0%
2009 (Jan-Sep)
2010 (Jan-Sep)
2011 (Jan-Sep)
2012 (Jan-Sep)
2013 (Jan-Sep)
11

12. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
EBOOK MARKET SHARE BY CATEGORY (UNITS)
Source: Nielsen Books & Consumers US, 2009-2013
35%
32%
30%
30%
Adult fiction
25%
20%
19%
16%
15%
15%
10%
17%
15%
10%
6%
5%
0%
Adult non-fiction
2%
1%
All juvenile
7%
2%
2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep)
12

13. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
EBOOK MARKET SHARE OF KEY KIDS GENRES (UNITS)
Source: Nielsen Books & Consumers US, 2009-2013
30%
YA
25%
All juvenile
20%
Series/Chapter (for
independent readers)
Children's non-fiction
15%
Mid Level Reader
10%
Picture/Story books
5%
Beginner/Early Readers
0%
2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep)
13

14. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
% OF BOOKS PURCHASED IN EBOOK FORMAT, BY AGE
Source: Nielsen’s Books & Consumers US, 2009-2013
25%
20%
55-64
30-44
15%
18 -29
45-54
10%
65+
5%
Teens
0%
2009 (Jan-Sep)
2010 (Jan-Sep)
2011 (Jan-Sep)
2012 (Jan-Sep)
2013 (Jan-Sep)
14

15. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
YA BOOKS BEING BOUGHT FOR SELF, BY AGE
Source: Nielsen’s Books & Consumers US, 2013
6%
3%
22%
10%
Teens 13-17 Years
18-29 Years
30-44 Years
45-54 Years
55-64 Years
25%
65+ Years
35%
15

16. Section 2
TRENDS IN CHILDREN’S BOOKS:
HOW AND WHERE PURCHASED
16
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

17. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
TRENDS IN HOW BOOKS ARE PURCHASED (UNITS)
Source: Nielsen’s Books & Consumers US, 2009-2013
100%
5%
Adult fiction
3%
5%
3%
25%
31%
6%
13%
80%
6%
13%
13%
80%
38%
17%
11%
19%
10%
1%
22%
9%
2%
26%
12%
4%
Other
23%
37%
40%
70%
63%
60%
App/direct
on device
40%
39%
60%
20%
Juvenile fiction, ex YA
100%
Online
70%
56%
43%
44%
70%
68%
63%
62%
20%
In Store
(in person)
0%
0%
2009
2010
2011
2012
2013
(Jan-Sept) (Jan-Sept) (Jan-Sept) (Jan-Sept) (Jan-Sept)
2009
2010
2011
2012
2013
(Jan-Sept) (Jan-Sept) (Jan-Sept) (Jan-Sept) (Jan-Sept)
17

18. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
SHIFTS IN WHERE BUYING CHILDREN’S BOOKS,
(EXCLUDING YA): UNITS
Source: Nielsen Books & Consumer US, 2009-2013
35%
E-tailers
30%
Large chain bookstores
25%
Mass Merch (eg
Walmart, Warehouse
Clubs/supermarkets)
All other
20%
15%
10%
Book clubs/fairs
5%
Independent bookstores
0%
2009 (Jan-Sep) 2010 (Jan-Sep) 2011 (Jan-Sep) 2012 (Jan-Sep) 2013 (Jan-Sep)
18

19. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
CHILDREN’S BOOK BUYER PROFILE BY CHANNEL
Source: Nielsen Books & Consumer US, 2011-2013
College/post grad degree
Have children in the household
Watch TV episode/show downloaded to
computer
Bought online
Read books digitally
No smartphone/ereader/tablet/MP3
owned
Bought in-store
Use Twitter
Look for local deals on sites such as
Groupon or Living Social
Use LinkedIn
0
10
20
30
40
50
60
70
19

20. Section 4
TRENDS IN CHILDREN’S BOOKS:
PRICING
20
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

21. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
PRICES PAID FOR CHILDREN’S/YA BOOKS BY FORMAT
Source: Nielsen Books & Consumers US, 2011-2013
Jan-Sep 2011
Jan-Sep 2012
Jan-Sep 2013
$18.00
$15.53
$15.45
$14.90
$16.00
$14.00
$12.21
$12.00
$11.14
$10.67
$10.50
$10.00
$8.00
$10.12
$9.87
$9.35
$7.58
$7.97
$7.92$8.18
$7.27
$7.55
$6.29$6.24
$6.00
$4.00
$2.00
$0.00
Children's
Children's
Children's ebook
hardback (ex YA) paperback (ex
(ex YA)
YA)
YA hardback
YA paperback
YA ebook
21

22. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
TRENDS IN PRICES PAID FOR CHILDREN’S EBOOKS
Source: Nielsen Books & Consumers US, 2011-2013
YA
Childrens (no YA)
$10.00
$8.00
$8.18
$7.92
$7.27
$6.29
$6.24
2011 (Jan-Sep)
2012 (Jan-Sep)
$7.55
$6.00
$4.00
$2.00
$2013 (Jan-Sep)
22

23. Section 5
TRENDS IN CHILDREN’S BOOKS:
DISCOVERY
23
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

24. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
MOST IMPORTANT FACTORS IN CHILDREN’S BOOK
DISCOVERY BY AGE
Source: Source: Nielsen’s Children’s Deep-Dive US, Fall 2013
Directly from the child
Bookstore - browsing the shelf
School Book Fairs
Friend/family
School book clubs & flyers
Teacher
Child 7-12
On-line book websites (Amazon.com, etc.)
Child 0-6
I make my own decision with no other input
Public Librarian
School Librarian
Bookstore - asking the sales clerk
0%
5%
10%
15%
20%
25%
30%
35%
40%
24

25. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
TRENDS IN DISCOVERY OF BOOKS: 0 TO 6
Source: Nielsen’s Children’s Deep Dive, US 2011-2013
Fall 11
Spring 12
Fall 12
Spring 13
Fall 13
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Own Decision/Child
Friend/Family
Bookstore
online research
25

26. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
TRENDS IN DISCOVERY OF BOOKS: 7 TO 12
Source: Nielsen’s Children’s Deep Dive, US 2011-2013
Fall 12
50%
Spring 13
Fall 13
47%
45%
38%
40%
35%
32%
30%
31%
30%
27% 27%
25%
20% 19%
20%
20%
19%
14%
15%
10%
5%
0%
Own Decision/Child
Friend/Family
Bookstore
online research
26

27. Section 5
TRENDS IN CHILDREN’S BOOKS:
ACTIVITIES
27
Copyright ©2013 The Nielsen Company. Confidential and proprietary.

28. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
TREND IN ACTIVITIES DONE REGULARLY BY 0-12
Source: Nielsen’s Children’s Deep-Dive US, 2011-2013
50%
46%
45%
40%
40%
35%
30%
29%
30%
28%
26%
25%
18%
20%
15%
14%
18%
16%
14%
13%
10%
5%
0%
Read ebooks on
eReader
Read ebooks on tablet Play games on tablet Watch streaming video
Fall 11
Fall 12
Fall 13
28

29. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
TREND IN TEENS THAT DON’T READ FOR FUN
Source: Nielsen’s Children’s Deep-Dive US, 2011-2013
Don't read for fun
45%
41%
40%
35%
30%
30%
25%
21%
20%
22%
19%
15%
10%
5%
0%
Fall 11
Spring 12
Fall 12
Spring 13
Fall 13
29

30. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
WHAT FORMAT DO TEENS PREFER?
Source: Nielsen’s Children’s Deep Dive US, Fall 2013
6%
17%
15%
Strongly prefer print
Generally prefer print
No preference
Generally prefer ebook
28%
33%
Strongly prefer ebook
Base: All teen ebook readers
30

31. Copyright ©2013 The Nielsen Company. Confidential and proprietary.
HOW HAS TEEN FORMAT PREFERENCE CHANGED?
Source: Nielsen’s Children’s Deep-Dive US, 2011-2013
100%
90%
Don't know
80%
70%
Strongly prefer ebook
60%
Generally prefer
ebook
50%
No preference
40%
30%
Generally prefer print
20%
Strongly prefer print
10%
0%
Fall 2011
Spring 2012
Base: All teen ebook readers
Fall 2012
Spring 13
Fall 13
31

32. CHILDREN’S BOOK MARKET - CONCLUSIONS
• Children’s print book market resilient
• Lagging – except YA – in ebook format
• Though YA purchases not usually for teens
• Move to online and now in-device purchasing
• Etailers and chains holding steady in 2013
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
• With both increasingly important in book discovery
• Games and videos battle it out with digital reading
• Teens being turned off reading?
• Though digital increasingly important for them
32

33. Jonathan.Nowell@nielsen.com
Jo.Henry@nielsen.com