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Annual Meeting 2010 -- Gallagher, Kelly (Bowker)
- 1. Keeping Up With the Consumer Keeping Up With the Consumer BISG Annual Meeting l September 2010
- 2. “For too long business leaders have relied on their intuition or their ‘golden gut’ to make g g decisions. For too long, important calls have been based not on data, but on the experience and unaided judgment of the decision maker. and unaided judgment of the decision maker” ~Tom Davenport © 2010, the Book Industry Study Group, Inc.
- 3. Is our industry Is our industry intelligence keeping intelligence keeping up with the up with the changing changing consumer? ? © 2010, the Book Industry Study Group, Inc.
- 4. 2 years ago (or so) 2 years ago (or so)… Predictable supply chain model, a stable product medium, & a stable product medium, & healthy economy © 2010, the Book Industry Study Group, Inc.
- 5. = Single approach to analytics… • Decision process = Quantify the book behaviors through POS, make adjustments, repeat process… hope to get lucky once in a while. © 2010, the Book Industry Study Group, Inc.
- 6. Today… Today Fragmenting supply chain, Mixing mediums, & Unstable economy © 2010, the Book Industry Study Group, Inc.
- 8. Moving beyond basic book analytics… © 2010, the Book Industry Study Group, Inc.
- 9. …and becoming intimate with the consumer In all phases of the publishing process. In all phases of the publishing process Acquisitions Marketing Sales
- 10. In Acquisitions… 2009 Best Sellers By Generation Gen Z (Born after 1990) Gen Z (Born after 1990) Baby Boomers (Born 1948 ‐ 1966) y ( ) Gen Y (Born 1979 ‐ 1989) Matures (Born before 1948) Gen X (Born 1967 ‐ 1978) © 2010, the Book Industry Study Group, Inc.
- 11. In our marketing… What Influences eBook Purchase Decisions Wh t I fl B kP h D ii © 2010, the Book Industry Study Group, Inc.
- 12. In our selling / buying… In our selling / buying… Book Review (Not Online) Book Review (Not Online) Online ‐ Author's Website TV/Radio Ad Banner Ad on a website Banner Ad on a website In‐Store Sales Clerk Online ‐ Book Review Best Seller List Best Seller List At School Friend/Relative Recommend In‐Store Display/On In Store Display/On… 0% 5% 10% 15% 20% 25%
- 13. Going Beyond the Base Analytics for the eBook Market… h k k © 2010, the Book Industry Study Group, Inc.
- 14. Key ebooks Trends Purchased y April 2009 to August 2010 25.0% 20.0% 14% 15.0% 10% 10.0% 8% 9% 8% 8% 7% 6% 5.0% 6% 5% 6% 7% 5% 6% 7% 6% 5% 5.4% 5.8% 3.9% 3.5% 3.6% 3.2% 4.1% 0.0% 1.9% 2.8% 2.8% 2.0% 2.4% 2.6% 2.0% 2.8% 2.0% 2.8% est. % ebooks purchased t % b k h d % read ebooks (daily/weekly) % d b k (d il / kl ) © 2010, the Book Industry Study Group, Inc.
- 15. Acquisition Date of first eBook Acquisition Date of first eBook © 2010, the Book Industry Study Group, Inc.
- 16. How eReader was Acquired How eReader was Acquired © 2010, the Book Industry Study Group, Inc.
- 17. What Keeps Consumers from Buying a Device? What Keeps Consumers from Buying a Device? © 2010, the Book Industry Study Group, Inc.
- 18. % likely to buy eReader % likely to buy eReader 18% 16% 14% 16% 14% 15% 15% 12% 13% 13% 12% 13% 10% 11% 11% 11% 8% 10% 10% 10% 6% 8% 7% 7% 4% 2% 0% © 2010, the Book Industry Study Group, Inc.
- 19. Device Downloads of ebooks Purchased Device Downloads of ebooks Purchased January 2010 to August 2010 100% 5% 8% 8% 8% ALL OTHER ALL OTHER 0% 12% 13% 11% 13% 4% 0% 1% 2% 0% 4% 8% 1% 4% 10% 6% 9% iPad 80% 11% 13% 4% 24% 20% 15% 12% 7% nook by Barnes and Noble 7% 6% 60% 10% 49% iPod or other mp3 device 47% 57% (including iPod Touch) (incl ding iPod To ch) 43% 44% 40% 40% 36% 42% Kindle/KindleDX by Amazon 8% 7% Sony eBook Reader 20% 6% 12% 3% 6% 10% 7% 23% 16% 18% 16% Desktop/laptop computer 12% 14% 10% 11% only (including printing a 0% paper copy) JAN FEB MAR APR MAY JUN JUL AUG © 2010, the Book Industry Study Group, Inc.
- 20. Kindle Device Ownership – Shifting to Female hf l 100% 90% 80% 70% 58% 57% 62% 61% Females 66% 66% 68% 60% 50% 40% 30% Males 20% 42% 43% 38% 39% 34% 34% 32% 10% 0% Qtr 1 Qtr 2 Qtr 3 Qtr 4 Year Qtr 1 Qtr 2 2009 2009 2009 2009 2009 2009 2009 2009 2009 2009 2010 2010 2010 2010
- 21. What exactly is What exactly is BISG’s Research BISG s Research role? © 2010, the Book Industry Study Group, Inc.
- 22. Research Committee Mission Research Committee Mission Provide timely, evidence‐based research that is actionable, empirical in nature that is actionable, empirical in nature and focused on real business issues the solutions to which will drive the industry toward a profitable future © 2010, the Book Industry Study Group, Inc.
- 23. Access models and Access models and categories of research PAPERS REPORTS BENCHMARK INDUSTRY Case studies Industry perspectives and direction STUDIES DATA SETS ROIs Fact‐ Fact‐based discussion Best practices and Data‐ Data‐driven research and KPIs papers implementation i l i analysis l i Innovation Lab ??? ◈Timely ◈ Relevant ◈Interactive © 2010, the Book Industry Study Group, Inc.
- 24. Approach for Achieving Results: pp g Collaboration © 2010, the Book Industry Study Group, Inc.
- 25. d f Roadmap for 2011 Discussion Papers (six per year) Reports (three per year) Benchmark Studies (two per year) Innovation Lab (????) Industry Data Sets I d t D t S t (one‐two per year) © 2010, the Book Industry Study Group, Inc. 25
- 27. Thank You Thank You Kelly Gallagher VP Publishing Services, Bowker Kelly.Gallagher@Bowker.com Kelly Gallagher@Bowker com Research Chair, BISG research@bisg.org