BISG's MIP for Higher Ed Publishing 2013 -- Len Vlahos

Now welcoming

Len Vlahos
Executive Director,
Book Industry Study Group
“Why Students ‘Go Digital’: Aspirations & Barriers to Success”

© 2013, the Book Industry Study Group, Inc.

Research Studies

 Panel of 1,500
students interviewed in
fall 201

 Three years of trend
data

 Demos match National
Council of Education
Statistics

2


Every Picture (of Data) Tells a Story

3



4



5



6



7


Student Demographics

Gender and Age
Male 47.0%
Female 53.0%
Mean Age 21.6
Type of School
4-year University 51.0%
2-Year Comm. College 37.8%
Career or Vo-Tech 6.0%
Private, for Profit 5.2%

8



School Year
Freshman 33.2%
Sophmore 26.1%
Junior 18.1%
Senior 19.1%
MBA 3.5%
Attendance Status
Full-Time 76.10%
Part-Time 23.90%
Who Pays for Course Materials
I do 35.4%
Financial Aid 39.4%
My Parents 23.1%
9


18

16

14

12

10

8 Hours Spent
6
Each Week…
4

2

0
Preparing for Working for Working for
class pay on campus pay off campus
10


Migrating from…

11


Which of the following did
you use for this course?
Core Physical Textbook
80.0%

70.0%

60.0%

50.0%

40.0%

30.0%

20.0%

10.0%

0.0%
2011 2012
12


How did you get the course material?
90.0%
88.0%
86.0%
84.0%
82.0%
Bought, rented, or
80.0% borrowed a new or
78.0% used physical
76.0%
textbook
74.0%
72.0%
70.0%
2010 2011 2012
13



Half.com

Amazon.com
2012
2011
Off-campus bookstore 2010

Campus Bookstore

0.0% 20.0% 40.0% 60.0%
14



40.0%

35.0%

30.0%

25.0%
Campus Store
20.0%
Off-campus bookstore
15.0%

10.0%

5.0%

0.0%
Bricks & Mortar Online

15


14.0%

12.0%

10.0%
Rented print
8.0%
textbook

6.0%
Rented digital
textbook
4.0%

2.0%

0.0%
2010 2011 2012
16


How satisfied are you with this rental?
70.0%
Very Satisfied
60.0%

50.0% Somewhat Satisfied

40.0%
Neutral
30.0%

20.0% Somewhat
Dissatisfied
10.0%
Very Dissatisfied
0.0%
2010 2011 2012
17


Reasons to prefer rental
90.0%
80.0%
70.0%
60.0%
50.0%
40.0% Less expensive
30.0%
20.0%
10.0%
0.0%

2011
2012
18


Rental Business Model

19


Migrating to…

20


What device(s) do you own?

90.0%
80.0%
70.0%
60.0%
Doubled! Tablet Ownership
50.0%
40.0% Desktop/Laptop
30.0%
20.0%
10.0%
0.0%
2011 2012
21


What device to you primarily use to study?

80.0%
70.0%
60.0%
50.0%
40.0%
Huh?
30.0%
20.0%
10.0%
0.0%

22


80.0%

70.0%

60.0%

50.0% Core Physical
Textbook
40.0% Core Digital
Textbook
30.0%
ILS
20.0%

10.0%

0.0%
2011 2012
23


10.0%

9.0%

8.0%

7.0%

6.0%
Core Digital
5.0%
Textbook
4.0%

3.0%

2.0%

1.0%
2011 2012

24


Overall satisfaction with
digital textbook experience
70.0%

60.0%

50.0%

40.0%
Very Satisfied
30.0% Somewhat Satisfied

20.0%

10.0%

0.0%
2010 2011 2012
25


16.0%

14.0%

12.0% 39%
Increase
10.0%

8.0% Integrated
Learning Systems
6.0%

4.0%

2.0%

0.0%
2011 2012
26


Have you taken any course using an ILS?

2012
20%
Increase
At least one system

2011

0.0% 20.0% 40.0% 60.0% 80.0%

27


To what extent did each of the following
help you improve your grade?
To a High Extent

45.0%
40.0%
35.0%
30.0%
25.0%
20.0%
2012
15.0%
10.0%
5.0%
0.0%
Core physical Core digital Online homework
textbook textbook system
28


16.0%

14.0%

12.0%

10.0%
Publishers need to better define the category
8.0% Integrated
Learning Systems
6.0%

4.0%

2.0%

0.0%
2011 2012
29


Have you ever done any of the
following during this term?

Downloaded course content
from a website not authorized
by instructor

Acquired international versions
of textbooks

Acquired textbooks from a
pirate website All Respondents

Downloaded textbook content
from other students

Photocopied/scanned print
textbooks

0.0% 6.0% 12.0% 18.0% 30


Have you ever done any of the
following during this term?

Downloaded course content from
a website not authorized by
instructor

Acquired international versions of
textbooks

Parents Pay
Acquired textbooks from a pirate
website Financial Aid
I Pay
Downloaded textbook content
from other students

Photocopied/scanned print
textbooks
31

0.0% 5.0% 10.0% 15.0% 20.0%

Conclusion
 Students are migrating away from print textbooks

 Simple e-textbooks have not gained traction

 ILS course materials are highly valued by students, but are not
well defined

 Tablet ownership is increasing; usage is not

 Illicit behavior is driven by price dissatisfaciton

32

Thanks for listening…

Len Vlahos
Executive Director
Book Industry Study Group
len@bisg.org
@Len Vlahos

© 2012, the Book Industry Study Group, Inc

BISG's MIP for Higher Ed Publishing 2013 -- Len Vlahos

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