Over the next two years BookNet Canada will conduct the first comprehensive and ongoing survey on the behaviour of Canadian book buyers. The survey examines reader demographic information; ebook buying and reading trends; where consumers are discovering and buying books; perception of books' value; how print and ebook consumers are using libraries; and more. In this presentation, BookNet CEO Noah Genner presents new data from this survey, giving the first detailed look at the Canadian book consumer.

1. Canadian
Book
Market
&
Consumer
and
also
a
turkey
Noah
Genner
October
8th,
2012
Monday, 8 October, 12

2. not-­‐for-­‐profit
industry/government
run
supply
chain
&
technology
data
aggregaFon
&
research
standards
-­‐
cerFficaFon
service
&
technology
focused
Monday, 8 October, 12

3. data
aggregaFon
&
research
BNC
SalesData
Monday, 8 October, 12

4. Print 2010 vs 2011
(a little bit of 2012)
Monday, 8 October, 12

5. - 11%
Monday, 8 October, 12

6. Fantasy
Thrillers
Biography
Cooking
Lit
Crit
Monday, 8 October, 12

7. Monday, 8 October, 12

8. HC TP MM
1'to'10 +13.23% +2.51% +12.29%
11'to'100 +6.45% +8.13% +34.28%
101'to'1000 +3.17% +9.82% +33.83%
1001'to'10000 +5.15% +7.34% +23.87%
10001'to'30000 +8.52% +12.15% +7.15%
Monday, 8 October, 12

9. Monday, 8 October, 12

10. - 5%
Monday, 8 October, 12

11. Digital Market in Canada
Monday, 8 October, 12

12. PredicFon
is
very
difficult,
especially
about
the
future.
-­‐-­‐Niels
Bohr
Monday, 8 October, 12

13. Monday, 8 October, 12

14. ~22%
Source:
AAP/BISG/Bowker
Monday, 8 October, 12

15. 13%
Source:
PA
Monday, 8 October, 12

16. ?%
Source:
Noah’s
Informed
Guess
-­‐
DO
NOT
TWEET
Monday, 8 October, 12

17. Source:
Noah’s
Informed
Guess
-­‐
DO
NOT
TWEET
Monday, 8 October, 12

18. 12%
??????
Source:
Noah’s
Informed
Guess
-­‐
DO
NOT
TWEET
Monday, 8 October, 12

19. Canadian
Consumer
Monday, 8 October, 12

20. Top$leisure$ac-vi-es$
Watching$TV$
Reading$
Spending$Ame$with$family$
Exercising$
Spending$Ame$with$friends$
VacaAon$
Watching$a$movie$
Browsing$the$internet$
Listening$to$music$
Playing$video$games$
Relaxing$
CraEs$
Shopping$
Dining$out$
Browsing,$or$posAng$to,$social$network$sites$
Playing$music$
Playing$Sports$
Going$to$the$cinema$
Going$to$concerts$
Going$to$the$theatre$
Other,$please$specify$
0.00%$ 5.00%$ 10.00%$ 15.00%$ 20.00%$ 25.00%$ 30.00%$ 35.00%$
n=1000;
March,
2012
Monday, 8 October, 12

21. Canadian
Book
Consumer
Monday, 8 October, 12

22. The
future
of
publishing
is
about
having
connecFons
to
readers
and
the
knowledge
of
what
those
readers
want.
-­‐Seth
Godin
Monday, 8 October, 12

23. methodology
•
Online
survey
•
Approximately
1000
(n=1050)
book
buyers
(English
speaking
and
18+)
across
Canada
•
Respondents
had
to
purchase
at
least
one
book
in
March
to
qualify
•
QuesFons
asked
about
all
books
purchased
in
March
•
ParFcipants
are
compensated
for
parFcipaFon
Going
forward...
•
1000
respondents
per
quarter,
333
per
month
•
Same
base
quesFonnaire
being
asked
each
quarter
for
next
two
years
•
Ability
to
ask
custom
quesFons
with
each
quarterly
fielding
Monday, 8 October, 12

24. Monday, 8 October, 12

25. the
Canadian
book-­‐buyer
•
female
•
born
in
Canada
•
have
a
household
income
of
$50,000
to
$74,999
•
a
professional
or
execuFve
•
employed
full-­‐Fme
•
have
a
university
degree
•
live
in
a
city
or
urban
area
•
good
change
they
purchased
their
books
at
a
non-­‐
book
retail
outlet
such
as
Costco
or
Walmart
Monday, 8 October, 12

26. the
Canadian
book-­‐buyer
1
in
3
Canadians
Buy
a
Book
Each
Month
Monday, 8 October, 12

27. the
Canadian
book-­‐buyer
Book
Buyers
buy
2.81
books
a
month
Monday, 8 October, 12

28. Canadians
who
buy
both
print
and
digital
books
buy
4.6
books
a
month.
Monday, 8 October, 12

29. Monday, 8 October, 12

30. Monday, 8 October, 12

31. 15-­‐17%
Source:BNC
Consumer
Data
Monday, 8 October, 12

32. ebooks
and
ereaders
Monday, 8 October, 12

33. Monday, 8 October, 12

34. Monday, 8 October, 12

35. Monday, 8 October, 12

36. What
is
the
maximum
price
you
are
willing
to
pay
for
an
ebook?
11.7%% 9.1%%
3.9%%
4.5%%
Won't%buy%e5books%
8.7%%
34.2%% Less%than%$10%
$10.005$12.99%
$13.005$14.99%
9.4%%
$15.005$19.99%
$20.005$24.99%
$25.00%or%more%
18.5%% Not%sure%
n=596;
March,
2012
Monday, 8 October, 12

37. Monday, 8 October, 12

38. Device
Use
Amongst
ebook
Buyers
Canada
USA
Monday, 8 October, 12

39. How
do
you
access
your
ebooks
12%$
37%$ On#my#e'Reader#
Through#an#app#on#my#desktop#
25%$
Through#an#app#on#my#tablet#
Through#an#app#on#my#phone#
26%$
Monday, 8 October, 12

40. Publishing
is
a
very
mysterious
business.
It
is
hard
to
predict
what
kind
of
sale
or
recepFon
a
book
will
have,
and
adverFsing
seems
to
do
very
liile
good.
-­‐-­‐Thomas
Wolfe
Monday, 8 October, 12

41. How
did
you
become
aware
of
this
book?
1%# 5%#
4%#
Online#
33%#
In.store#
23%# Friend#
Print#
TV#
Radio#
Other#
12%#
21%#
n=2953;
March,
2012
Monday, 8 October, 12

42. Available
from
www.booknetcanada.ca
Thanks
to
BISG/Bowker
for
the
US
data.
Get
their
reports
at
www.bisg.org
Monday, 8 October, 12

43. Thank
you
ngenner@booknetcanada.ca
hip://www.booknetcanada.ca
Sign
up
for
free
BNC
eNews
facebook.com/BookNetCanada
@booknet_canada
Monday, 8 October, 12