A focused look at activities, purchasing influences, and behaviours of today's book consumer. Chuck Lamantia (Bowker) presents on reading and purchasing habits of parents and children. The findings are based on Understanding the Children’s Book Consumer in the Digital Age, Bowker’s ongoing biannual survey that tracks attitudes, drivers, and trends in the children’s book market in the US.

1. Understanding the Children’s Book Consumer in the Digital Age:
A focused look at activities, purchasing influences, and behaviors of today’s book consumer
Wave 2 – Fall 2011 / Wave 3 – Spring 2012 / Wave 4 – Fall 2012
This presentation, and the data contained, are © Bowker Market Research 2012 or as shown, and not to be distributed or published without permission.

2. WHO ARE WE… ?
Market
Research
Kristen McLean
Project Editor
Founder & CEO
Bookigee, Inc.
www.bookigee.com
www.kristenmclean.org
@BKGKristen
Carl Kulo
Lead Analyst
Senior Data Analyst
Bowker Market Research
www.bookconsumer.com
#Bowker

3. 2
Core questions about influences and activities
Collaborative effort among all subscribers
Proprietary questions for individual clients
Fielding Periods:
• Fall 2011 (October 7 2011 through November 2 2011)
• Spring 2012 (April 4 2012 through April 24 2012)
• Fall 2012 (October 15 2012 through November 4 2012)
Fall 2012…
2 Online Surveys:
• 0 to 12: N= 2000 (Parents/Guardians respond)
 (0 to 6: N = 1000)
 (7 to 12: N = 1000)
• 13 to 17: N = 1000 (Young Adult responds, with parental OK)
 At 95% confidence level, Margin of Error = +/- 3.1% for each segment of 1,000
Methodology

4. 3
EXECUTIVE SUMMARY
 BASELINE FINDINGS FROM FIRST THREE FIELDINGS
• Children’s market very stable
• Changes are incremental, not exponential
• Kids are omnivorous media consumers
• Highly local influences on decision-making
• Kids 7-12 a very clear consumer force
• Although rising, teen eBook adoption does not align with
sales

5. 4
EXECUTIVE SUMMARY
 KEY FINDINGS WAVE FOUR (NOV 2012)
• Marked decline in bookstore and library influence
• “Friends & family” take top spot as influencers
• Parental attitudes toward kids’ e-books evolving
• Girls outpacing boys in almost every area of media use
• Teens attitudes toward e-books “snapping back” to print

6. Insert
Image
Here
5
Acquisition & Discovery 0-12
Section 1:

7. Nature of Book Acquisition:
Where specifically do they get the books they read for fun? (Fall 2012)
2%
3%
2%
3%
2%
3%
4%
6%
8%
4%
9%
10%
6%
15%
21%
29%
28%
1%
1%
2%
1%
2%
2%
4%
4%
4%
9%
5%
12%
22%
14%
12%
26%
34%
0% 10% 20% 30% 40%
Other, please specify
Independent / local bookstore (not a major national or regional…
iTunes
Other online retailer (B&N.com, etc.)
ebook apps
Books-a-Million bookstore
Half-Price Books
Used bookstore
Garage sale/sidewalk sale/secondhand shop
Scholastic book fairs
Other Big Box store (Target, Costco, etc.)
Scholastic book clubs
School Library
Barnes & Noble bookstore
WalMart or Sam's Club
Amazon.com
Public Library
Has a child 7-12
Has a child 0-6
-16/-16%!
-6/-8%

8. Trends in acquisition by key sources…..
• 0 to 6 • 7 to 12
34%
23%
26% 26%
31%
22%
29%
32%
28%
15%
29%
21%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Libraries B&N Amazon WalMart
Fall 2011 Spring 2012 Fall 2012
42%
31%
28%
21%
41%
27%
28%
26%
34%
14%
26%
12%
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Libraries B&N Amazon WalMart
Fall 2011 Spring 2012 Fall 2012

9. Nature of Book Acquisition:
Highest ranking influencers for children (Fall 2012)
7%
10%
8%
8%
8%
9%
10%
8%
15%
16%
17%
21%
15%
19%
23%
16%
33%
27%
5%
5%
7%
8%
9%
9%
9%
12%
12%
11%
11%
8%
16%
13%
10%
18%
32%
44%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Table display
Was hardcover
Descriptive copy on the front cover
Best seller list
Nothing. I just needed to pick something fast
Award winner
Customer reviews
Descriptive copy on the back cover
Age rating on the cover
Seen or read the book previously
Front cover image
Illustrations
Recommendation by a friend
Was discounted/on sale
Attractive book (good paper, beautiful illustrations, etc.)
Written by an author I trust and know
Familiar character or series
Child asked for it in store
Has a child 7-12
Has a child 0-6

10. 6%
9%
6%
13%
27%
30%
26%
6%
6%
7%
12%
26%
26%
35%
I buy more books on iTunes.iBooks; fewer in a bookstore
Other, please specify
I buy more ebooks rather than print books
I buy more books in a general merchandiser, such as Walmart or
CostCo.
I buy fewer books, overall
I continue to purchase my books in a real bookstore
I buy more books on Amazon, fewer in a bookstore
Child 7-12
Child 0-6
How have purchase habits changed?
Compared to three years ago, which of the following is true…
(Fall 2012)

11. Sources of Book Recommendation:
Where do you get book recommendations for a child? (Fall 2012)
3%
4%
5%
6%
7%
8%
8%
9%
9%
11%
14%
20%
30%
2%
8%
5%
3%
15%
7%
9%
4%
13%
9%
20%
17%
26%
0% 5% 10% 15% 20% 25% 30% 35%
On-line advertisement
School Librarian
Bookstore - asking the sales clerk
Mommy/Parenting blog
School Book Fairs
On-line research on a non-retail site
Public Librarian
Parenting Magazine
School book clubs & flyers
On-line research on a retail site
Teacher
Bookstore - browsing the shelf
Friend/family
Has a child 7-12
Has a child 0-6

12. Changes in recommended sources
• 0 to 6 • 7 to 12
26%
27%
30%
24%
25%
20%
13%
11%
8%
0%
5%
10%
15%
20%
25%
30%
35%
Fall 2011 Spring 2012 Fall 2012
Friends Bookstore Library
26%
25%
26%
28%
25%
17%
13%
14%
9%
0%
5%
10%
15%
20%
25%
30%
35%
Fall 2011 Spring 2012 Fall 2012
Friends Bookstore Library

13. Key Takeaways - Acquisition:
• Friends and family influence increasing, especially in 0-6;
highly local pattern of influence
• Significant drop in bookstore and library as source of
acquisition & recommendation
• Online children’s book purchasing speeding up
• Children central drivers of purchase behavior, especially
7-12

14. Insert
Image
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13
Children’s Books in the Household –
The Child’s Environment
Section 1.1:

15. The Child’s Environment:
How important are the following media for a child?
(Fall 2012)
3.9
4.2
4.3
4.4
4.2
4.3
4.8
4.3
5.4
5.6
5.7
6.2
7.8
4.2
4.3
4.2
4.4
5.3
5.2
4.9
5.9
5.8
6.0
6.3
5.8
7.6
- 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0
Kid-specific social networks like Club Penguin
E-books
Video streaming services such as Hulu or Netflix
Mobile apps
Online games
Handheld games
Children's magazines
Video game systems
Board games
Educational Websites
Cable or broadcast television
Children's DVDs
Print books
7 to 12 0 to 6

17. 26%
39%
43%
74%
62%
57%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fall 2011 Spring 2012 Fall 2012
No
Yes
Do you (the parent) currently read eBooks?

18. The Child’s Environment:
E-Books – how do parents prefer children read?
72%
66%
71%
63%
69%
61%
6%
5%
5%
4%
7%
6%
22%
29%
25%
33%
24%
34%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Child 0-6 Child 7-12 Child 0-6 Child 7-12 Child 0-6 Child 7-12
Fall 2011 Spring 2012 Fall 2012
No preference
In ebook
format
In print

19. Why do parents prefer print?
19
44%
46%
48%
55%
56%
46%
50%
57%
57%
60%
0% 10% 20% 30% 40% 50% 60% 70%
They've already got enough technology in their life
They'll read more
Prefer the look and feel of print
Less distraction from other content (links to video
clips, games, etc.)
Reading a print book helps them focus
0-6
7-12

20. 20
37%
42%
44%
44%
45%
31%
37%
37%
38%
43%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Easier to find more titles
More convenient
They're drawn to the technology
They think it's fun and cool
Easier to carry around more titles
0-6
7-12
Why do parents prefer eBooks?

21. Insert
Image
Here
21
The Young Adult
Market
Section 3:

22. Compared To Other Media You Use
What Role Do Books Play
(Spring vs. Fall 2012)
34%
42%
28%
33%
37%
29%
44%
43%
45%
47%
46%
48%
22%
15%
27%
20% 17%
22%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Total Male Female Total Male Female
Spring 2012 Fall 2012
A more important role
An equally important role
A less important role

23. Nature of Book Acquisition:
5%
5%
5%
6%
7%
6%
9%
7%
27%
32%
39%
41%
5%
5%
5%
5%
6%
6%
9%
14%
22%
36%
43%
43%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45% 50%
Independent / local Bookshop (not a major national or regional…
Books-a-Million bookstore
Other online retailer (B&N.com, Borders.com, etc.)
Half-Price Books
Other, please specify
Used bookstore
WalMart or Sam's Club
Swap them among friends
School Library
Barnes & Noble bookstore
Public Library
Amazon.com
Female
Male
+6%
-4%
-3%
Where specifically do teens get the books they read for fun?
(Fall 2012)

24. 2424
How often do you…?
6%
7%
6%
7%
18%
14%
11%
21%
12%
12%
29%
6%
10%
8%
14%
19%
18%
14%
30%
18%
15%
40%
0% 5% 10% 15% 20% 25% 30% 35% 40% 45%
Discuss books online
Follow authors or characters on Facebook, Twitter or any other social network
sites
Post videos online
Swap books to read with your friends
Stream content on services such as Netflix or Hulu
''Like'' a brand or series on Facebook
Discuss books with my siblings or other relatives
Make your own status updates on Facebook or Twitter
Discuss books with friends
Discuss books with my parents
Read books for fun
Females - Very Often Males - Very Often
Media Behavior: Girls -vs- Boys

25. Trends in eBook reading among teens flat:
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fall 2010 Fall 2011 Spring 2012 Fall 2012
6%
22%
29%
29%
94%
78%
71%
71%
Yes No

26. Do you currently read eBooks?
(Fall 2012)
0%
20%
40%
60%
80%
100%
Total
Male
Female
29%
24%
33%
71%
76% 67%
No
Yes

27. Binding Preference: A snap back to “p”
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fall 11 Spring 12 Fall 12
66%
61%
66%
26%
28%
24%
8% 11% 10%
Ebook
No Preference
Print

28. Resistance to eBooks…..
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fall 11 Spring 12 Fall 12
37% 37% 41%
53% 46% 40%
8%
7%
8%
14% 17%
17%
33%
26% 31%
10% 14% 16%
None of the above: I already read e-
books
Other, please specify
Don't see a need
Too many restrictions on re-using or
swapping the content
Privacy concerns
Cost of getting a device is too high
Prefer the experience of a printed
book

29. What does the future hold?
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Fall 11 Spring 12 Fall 12
8% 11% 10%
61% 54% 57%
14% 18% 18%
17% 17% 16%
Don't know
I will be reading both print and e-
books equally
I will mainly read print books
I will mainly be reading e-books

30. Key Takeaways – Teens:
• Books still holding their own against other media for
perceived value
• Girls are outpacing boys in almost every area of media
behavior
• Girls more engaged by content “around” the book

31. Insert
Image
Here
31
The YA Crossover Market
Section 4:
A closer look at adult consumers
reading YA Fiction

32. 32
16%
35%
27%
11%
7% 4%
Teen 13 - 17
18 - 29
30 - 44
45 - 54
55 - 64
65 +
Demographic breakdown of Young Adult book
purchases*
*(Full Year 2012 Bowker Tracker)

33. Percent of YA Genre Bought for Self vs Others
*(Full Year 2011 Bowker Tracker)
87%
97% 94%
80% 78%
67%
27%
15%
3% 6%
22% 23%
48%
76%
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
Base Teens 13-17
Years
18-29 Years 30-44 Years 45-54 Years 55-64 Years 65+ Years
For other/gift
For self
(Spring 2012)

34. 31%
28%
42% Yes, very much so
Somewhat
No
Does having a book in e-book form
make you more likely to read a "guilty
pleasure" book, such as a teen fantasy
book?
(Spring 2012)

35. 77%
15%
8%
I would buy a print version instead
I would not buy the book at all
Other, please specify
If one of your favorite titles was not available in E-Book…
(Spring 2012)

36. THANKS!
Market
Research
Chuck Lamantia
Director of Client Training
chuck.lamantia@bowker.com