Kelly Gallagher: Global eBook Monitor

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Kelly Gallagher of Bowker Market Research shares results from the first-ever Global eBook Monitor (GeM) study at BookExpo America 2012.

Negócios Tecnologia

WHAT ABOUT THE GLOBAL
EBOOK EXPERIENCE?

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

GeM Details & Methodology
• 10 country study
– Australia, Brazil, France, Germany, India, Japan, South Korea,
Spain UK and USA.
• Conducted online so that the samples effectively represent
the populations with Internet access in each country.
• Fielded in early 2012
• Weighted representative country sample* of >1000
persons 18+.
– The samples were designed and weighted to be representative
of the adult (age 18+) population in terms of age, sex and
region.
* India this was confined to the main cities

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

World-Wide eBook penetration
Est. % of total pop
Country  Total pop % with internet purchased ebook
use
m % %
Australia 22 89.8 19
Brazil 203 37.4 7
France 65 69.5 3
Germany 82 79.9 10
India 1189 10.2 2
Japan 127 80.0 6
South Korea 49 82.7 12
Spain 47 62.2 8
UK 62 82.0 17
USA 313 78.3 16

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

Projected number of ebook buyers
GeM, February 2012
# who have bought an e-book in past 6 months (millions)
70

60 58

50

40

30 24
20 14
11 8
10 8 6 4 4 2
0
US India Brazil UK Germany Japan South Australia Spain France
Korea

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

World-Wide eBook penetration
% of Internet respondents purchasing eBook in past 6 months

24
21 21 20
18
14
13 13

8
5

Base: All online adults

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

Free as a driver in emerging markets
% of Internet respondents downloading FREE eBook in past 6 months

53
47
42

32 33
30
23 25

11 11

Base: All online adults

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

FUTURE GROWTH POTENTIAL

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

Future Digital Behaviors – No interest
Country No interest past or future - %
Japan 72
France 66
USA 59
Germany 56
UK 52
Australia 45
Spain 38
South Korea 26
Brazil 16
India 11
© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

Future Purchase Intent – Assessing
Market Potential for Purchased eBook
Very likely (4) Fairly likely (3)

29
31

23
17 16 14
21
14
29
12 23
15 9 18 17 16
10 9
6 4

Base: All online adults

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

GENRE PROFILES

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

eBook Genres - Fiction
Bought Free

100

80 80 80 79
80 72
69 69 66 67 65 67
65
60
60 55 57 56
53 52
47
44
40

20

0

Base: All buying complete/downloading for free

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

eBook Genre – Professional / Business

Bought Free
100

80
80 74 75 73
71

58
60
49 51
46
43 41
39 39 37
40 35
31
25 22 22
19
20

0

Base: All buying complete/downloading for free

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

Crowded eReader Market

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

Devices used most often for reading

PC/laptop Tablet Smartphone Ereader Games console Other

USA 23 29 11 36 1
UK 30 14 15 36 1 4
Spain 47 18 10 22 3
S. Korea 37 18 39 4 3
Japan 59 12 20 11 7
India 76 9 11 2 3
Germany 46 18 13 22 2
France 50 28 12 8 12
Brazil 72 14 8 2 4
Australia 40 23 22 13 2
0 20 40 60 80 100
Base: All downloaderss

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

eBook purchase sources
Amazon/Kindle Publishers Apple iBookstore/iTunes
Indie booksellers High street chains Direct sellers/other

USA 61 4 7 5 13 11
UK 66 4 11 3 6 10
Spain 30 14 7 10 17 23
S. Korea 5 16 20 16 22 22
Japan 13 12 19 16 11 29
India 16 24 11 21 10 19
Germany 43 12 10 12 7 16
France 26 12 20 5 27 11
Brazil 9 23 8 21 21 19
Australia 35 10 23 8 8 17
0% 20% 40% 60% 80% 100%
Base: All paid downloaders

© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

Thank you!
www.bookconsumer.com

Kelly.Gallagher@Bowker.com

@bookbuyrinsight GeM reports available :

10 Country Overview Report for Free

Comprehensive Country Report on the
Australian eBook Consumer available for:
$$795
© Bowker Market Research 2012 -
Data Source – Bowker Books & Consumer

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