1. BNC
Research
&
Educa0on

4. -­‐6.6%
volume
-­‐4.9%
value
2011
vs.
2012

5. 492,528
ISBNs
with
sales

6. Fic0on
….
-­‐5%
Non-­‐fic0on
…
-­‐10%
Juvenile
…
-­‐5%
(+1%
value)
Let’s
talk
romance...

7. 2009
-­‐
2011

8. +2012

9. -­‐
Mass
Market
+
Trade
Paper
-­‐
Hardcover

14. Who
buys
these
books?

15. Canadians
-­‐
Leisure
Ac/vi/es
!"!!!#$ %"!!!#$ &!"!!!#$ &%"!!!#$ '!"!!!#$ '%"!!!#$ (!"!!!#$
)*+,-.$/0,12,$2/,3456$
7+8//49:$
;4949:$8<*$
=-1>2$$
?01649:$@4A,8$:1B,2$
C,01D49:$
E1*3+49:$1$B8@4,$
7/,9A49:$FB,$G4*+$5-4,9A2$
H131F89$
I42*,949:$*8$B<243$
J-8G249:$*+,$49*,-9,*$
KD,-34249:LG8-M49:$8<*$
7/,9A49:$FB,$G4*+$51B406$
C,1A49:$
E1*3+49:$NH$
'!&'$ '!&($

16. correla'on
does
not
imply
causa'on
http://imgs.xkcd.com/comics/correlation.png

17. Canadians
-­‐
Reading
!"# $!"# %!"# &!"# '!"# (!"# )!"# *!"# +!"# ,!"# $!!"#
-./0#/#1223#24#56#52178.#9:24.#
;7<=.4#=2#/>072#1223<#
-./0#07?7=/8#1223<##
-./0#1223<#@9/9.A#B.A<724C#
D2A.#=:/4#&#:2>A<#9.A#0/6# $#=2#&#:2>A<#9.A#0/6# E$#:2>A#9.A#0/6#
%!$%#
%!$&#

19. the
Canadian
book-­‐buyer
•
female
•
born
in
Canada
•
have
a
household
income
of
$50,000
to
$74,999
•
a
professional
or
execu've
•
employed
full-­‐'me
•
have
a
university
degree
•
live
in
a
city
or
urban
area
•
good
chance
they
didn’t
buy
their
book
in
a
‘bookstore’

20. the
Canadian
book-­‐buyer
1
in
3
Canadians
Buy
a
Book
Each
Month

21. In
2012
Book
Buyers
bought
2.87
books
a
month
the
Canadian
book-­‐buyer

22. Ebook
Sales

24. Methodology
• Online
survey
• Approximately
1000
English
speaking
book
buyers
across
Canada
are
surveyed
each
quarter
(333
per
month)
• Respondents
had
to
purchase
at
least
1
book
in
the
proceeding
month
to
qualify
• Ques/ons
are
asked
about
all
books
purchased
• Par/cipants
are
compensated
for
par/cipa/on
• Same
base
ques/onnaire
being
asked
each
quarter
• Ability
to
ask
custom
ques/ons
with
each
quarterly
fielding

25. ~4,000
respondents
about
~12,000
books
in
2012
we
asked...

26. Book
Retailers 37%
Non-­‐Book
Retailers 33%
Online
27%
Other 3%
where
did
they
buy

27. what
formats
did
they
buy
Format/Period Q1
2012 Q2
2012 Q3
2012 Q4
2012
Print 86% 87% 86% 88%
Ebook 21% 18% 19% 15%
Both 5% 6% 6% 5%

28. what
subjects
did
they
buy
!"#
$!"#
%!"#
&!"#
'!"#
(!"#
)!"#
*!"#
+!"#
,!"#
$!!"#
-..#-/0.1#23345# -/0.1#67893:# -/0.1#;3:<67893:#
=1>?@#
A<2334#
BCD?@EC84#
FC@/83G?@#
Subject
by
Format

29. how
many
ebooks
did
they
buy
!"!!#$
%"!!#$
&"!!#$
'"!!#$
("!!#$
)!"!!#$
)%"!!#$
)&"!!#$
)'"!!#$
)("!!#$
%!"!!#$
*)$ *%$ *+$ *&$
,-./-0123-$45$678449$:2;-<$%!)%$$
678449$$

30. what
did
they
pay
!"#$%&'
!"&$(&'
!"#$)&'
!*$&+'
!,$,,'
!)$,,'
!",$,,'
!")$,,'
!#,$,,'
!#)$,,'
-..'/012345' 6317809:1' ;3<:1=38>' ?@A00>'
Average
price
paid
for
books
purchased
in
2012

32. comparison
shopping
-­‐
formats
!"!#$
%"!#$
&!"!#$
&%"!#$
'!"!#$
'%"!#$
(!"!#$
(%"!#$
)*+,$ -./+0/+1$ 234+56$ 7+8+4$ 9$.,56$
:;4<=31+$
+>?..@1$

33. !"!#$
%"!#$
&!"!#$
&%"!#$
'!"!#$
'%"!#$
(!"!#$
(%"!#$
)*+,$ -./+0/+1$ 234+56$ 7+8+4$
comparison
shopping
-­‐
retailers

34. devices
they
own
27%
of
book
buyers
own
a
dedicated
e-­‐reader
20%
of
book
buyers
own
a
tablet

35. Discovery
-­‐
all
formats
#1
-­‐
In
store
#2
-­‐
Recommenda/on
from
a
friend
#3
-­‐
Read
a
review
#4
-­‐
Read
an
excerpt
#5
-­‐
Bestseller
List

36. awareness
that
results
in
a
sale
*
!"#$
%&#$
''#$
!#$
&#$
''#$
()*+,-./)$
0)12),$
3-2)4$$
56$
7892/$
04:,-$
*
Respondents
can
make
more
than
one
selec'on
%
of
all
books
purchased
in
2012

37. in-­‐person
awareness
*
Respondents
can
make
more
than
one
selec'on
!"#"$%"&'("#)**"+&,-)+'
.()*','.($"+&/("0,-%"1'23435'
6))7'809:/(",&$+;';()9<1'
24=5'
6))7'>,$(1'=4?5'
@,A',9BC)('B,07',:)9B'BC"'
:))71'24D5'
!"#$<$"+B'EF7"&'>)('GB"*1'
H4I5'
!"#"$%"&',F','J$K1'=4H5'
EB'@#C))01'L4I5'
EB'BC"'0$:(,(M1'D425'
G+N@B)("'@,0"F'80"(71'H4O5'
G+N@B)("'P$F<0,M/Q+'@C"0./
@<$++$+;'!,#71'=L4O5'
QBC"(1'2I435'

38. !"#"$%&'()*+(,-(
.'/01"1'2()*+(,-(
)*(3&("(/'40%5'(64"&&'2("*7+(8-(
9'"*("&(':;'215(<23=(5>'(
433?+(@A-(
B="%C(D23=(9'5"%C'2+(E-(
B="%C(D23=(FG4C%0>'2+(8-(
H33?(
9'I%'/(
6'J#+(.K(
L%='07+(
M-(
NG053='2(9'I%'/(6'J#J+(
3&("(2'5"%C'2O0(
/'40%5'7+(P-(
)G5>32O0(Q'40%5'+(@,-(
FG4C%0>'2O0(Q'40%5'+(R-(
9'"*("43G5(
"G5>32S433?(3&(
"(4C3#+(T-(
U"/+(32(>'"2*("43G5+(5>'("G5>32S
433?(%&("(I%*'3(6'J#J+(K3G5G4'7+(E-(
9';'%I'*(2';3=='&*"V3&(
3&("(03;%"C(&'5/32?(6'J#J+(
D";'433?+(L/%W'27+(R-(
9'5"%C'2(2';3=='&*"V3&(3&("(
2'5"%C'2O0(/'40%5'(6'J#J()="$3&J;"7+(
@X-(
H33?(NCG4S2'"*%&#(#23G1+(8-(
9'"*("(5'"0'2(%&("(433?(Y(/"0(
2'"*%&#+(E-(
Z5>'2+(AE-(
online
awareness

39. awareness
vs.
format
!"#
$!"#
%!"#
&!"#
'!"#
(!"#
)!"#
*!"#
+!"#
,!"#
$!!"#
-..# /0123# 456778#
9:;23#
/3<=:#
9=.<=2#
>=#123?7=#

40. Discovery
-­‐
ebooks
#1
-­‐
Recommenda/on
from
a
friend
#2
-­‐
Read
an
excerpt
#3
-­‐
Bestseller
List
#4
-­‐
Retailer
recommenda/on
#5
-­‐
Author’s
website

41. awareness
vs.
subject
Adult
Fic'on...
Adult
Non-­‐Fic'on...
Bestseller
Lists,
In-­‐Store,
Excerpts
Recommenda0ons,
See/Hear
the
Author,
School
or
Library

42. Going
to
the
store/browser...
25%
of
book
purchases
are
impulse
buys

43. Going
to
the
store/browser...
25% of book purchases are impulse buys
BUT
Ebook purchases tend to be
planned

44. #1
-­‐
I
like
the
topic/subject
#2
-­‐
I
like
the
author
#3
-­‐
Price
#4
-­‐
I’ve
read
other
books
in
the
series
#5
-­‐
I
looked
though
the
book
and
liked
it
Why
did
you
purchase
this
book?
N
=
8665
All
Books...

45. #1
-­‐
I
like
the
author
#2
-­‐
I
like
the
series
#3
-­‐
Price
#4
-­‐
I
like
the
character
#5
-­‐
Intrigued
by
book
/tle
Why
did
you
purchase
this
book?
N
=
1005
Fic/on
-­‐
Mystery

46. social
‘reader’
networks
!"#$%&'()&
*""+,$-+.%&/)&
0123-34561#7%&()&
0181#7&9":1-;%&()&
<""=.>"##$:?%&()&
>"##$:?@1-<""=.%&A)&
,$+,""B%&C)&
D$,$-+E:"B%&A)&
FG;.$&H?%&A)&
96$;I-31%&C)&
JK?6&96$;I%&A)&
L?6$3%&()&
L?6$3%&C/)&

47. Annual
Overview
out
this
week!

48. reader
percepCon
of
Canadian
content

52. Robert Munchkin
Harper Collins
Books are books I really donʼt care who wrote them unless itʼs Louis LʼAmour BEST
AUTHOR EVER

56. Juvenile Study - Sep., 2013!
Respondents
•
parents
of
kids
under
13
•13-­‐17
year
olds

57. ! !
!
!
!
!
!
!
!
!
"#$%&'(!)*'+,-*%*!
"*./+%!0+1#.%!
!"#$%&'()*&
+,-&&
./0/!.-1!2345267!
8!09)980:;!09<=0>!?@!?==AB9>!:8B8-8!
!
:=BCD-9B>D8E!>=!?B:!)8E9)-8>8!)F?):0D?90)!
"!#$$%&'(!)*&*+*!,-./
! !
!
!
!
!
!
!
!
!
!
!
!
BNC
RESEARCH "#$%&&!
!"#$%$!#&'"#$()#*"+,"+))-.$*"&!.!/!"
'()*(+!',--(++.!
/0(!'12(+!3144()5+!
67!368,21)!9,:(5*2(!
'()*(+!
"
"
&).01/$.*1!2"*)"+.&"%!2$%/!*!"%3+%&#1+$#%"
4"+))-.$*"&!.!/!"5677"
!
! !
!
!
!
!
!
!
!
!
!
!
! !
BNC
RESEARCH!""#$%"$!
&!'()(&'*+!'(,-'.!/0!/--12(.!*&2&3&!
.45!)6789:;:<=!
>9??5@!,@9A5B!
*7<C@:8D?:897<E!
<7F9<55EG!!
H4:8!4:II5<E!<7JK!
H4:8!9L!M7D!J9<K!!!
!
!
!
!
,'(,&'(3!/0!N(>&2!'&3O-'3!&23!,&N(P&!NQPP&'!
*-2OQ3(2.Q&P!.-!/2*!)&P()3&.&!)R/)*'Q/(')!
"!#$$%&'(!)*&*+*!,-.,!
! !

58. • PubFight
www.booknetcanada.ca/pubfight
• BNC
Technology
Forum
www.booknetcanada.ca/technology-­‐forum
• Code
Meet
Print
TO
www.meetup.com/CMP-­‐TO
• Classrooms:
publishing
programs,
publishing
associa0ons
Educa0on

59. For
more
info.
on
our
research
&
educa0on
projects:
hbp://www.booknetcanada.ca/research-­‐and-­‐educa0on