book consumer trends 2009
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Consumer Book Trends 2009
Presented by Bowker and AAPDecember 16, 2009
What’s on Tina
Jordan’s Holiday
Wish List
2
Tina is giving this book as a gift to her nephew
And Here’s What’s on Kelly Gallagher’s Wish List
3
Kelly is giving this as a gift to his nephew
And this as a gift to a friend
Survey
Type: OnlineLength: 75 questionsFrequency: Monthly
Annual Consumer Sample
36,000 book buyers Selected according to Age, Gender, Income,
Household size, and location balanced to US Census Representing an annual view of 120,000 book
purchases and 80,000 shopping occasions
PubTrack Consumer Methodology 2009
Consumer Book Trends 2009
6
Top 5 Gender/GenerationsYTD09 Units
19%
15%14%
11%
9%
Female/Baby Boomers (Born 1948-1966)Female/Gen Y (Born 1979-1989)Female/Gen X (Born 1967-1978)Male/Baby Boomers (Born 1948-1966)Female/Matures (Born Before 1948)
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
7
Top 10 Genres - YTD09 Units
Fictio
n Gen
eral
Fictio
n Rom
ance
Fictio
n Es
pion
age/
Thril
ler
Fictio
n Mys
tery
/Det
ectiv
e
Other
Juve
nile
Fict
ion
Juve
nile
Pict
ure/
Stor
y
Youn
g Adu
lt
Biogr
aphy
& A
utob
iogr
aphy
Fictio
n Fa
ntas
y
Fictio
n Lite
rary
/Cla
ssics
0%
1%
2%
3%
4%
5%
6%
7%
8%7%
7%
6%
5%
5%
4%3%
3% 3%2%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
8
Top 5 Channels - YTD09 Units
Large Chains E-Commerce Book Clubs Mass Merchandisers Independents0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0% 27%
20%
11%
8%
5%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
9
Top 5 Formats - YTD09 Units
35.2%
34.9%
21.4%
1.6% 1.6%
Trade PaperbackHardcoverMass Market PaperbackAudioE-Book
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
10
Top e-Book Devices - YTD09 Units
Lapt
op P
C Onl
y
Amaz
on K
indl
e/Kin
dleD
X
iPod
/Mp3
Dev
ice
iPho
ne
Sony
Ebo
ok R
eade
r
Other
PDA (B
lack
berry
)
Cell P
hone
0%
5%
10%
15%
20%
25%
30%
35%
40%
40%
28%
12%
6% 5% 5%4%
1%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
11
Top Reasons for Purchase –YTD09 Units
Liked
Top
ic/Su
bjec
t
Like
Autho
r
Like
This S
erie
s
Look
ed T
hru
Book,
And
Like
d It
Recom
men
d Fr
Som
eone
I Kno
w
Intri
gued
By
Book
Title
Price
Other
Rea
son
Like
Chara
cter
Cover
/Jack
et D
escp
./Tes
timon
ials
0%
2%
4%
6%
8%
10%
12%
14% 13% 13%
9%
7% 7%6% 6% 5%
5%
4%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
12
Top Social Networks – YTD09 Buyers
Facebook MySpace LinkedIn Twitter Other None0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
50%48%
32%
7%
11%9%
38%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
13
Top Book Recipients YTD09
18%
15%
13%12%11%
8%
8%
7%7%
Gift Recipient Age/Birth to <5 YearsGift Recipient Age/5 to <9 YearsGift Recipient Age/30-44 YearsGift Recipient Age/18-29 YearsGift Recipient Age/9-12 YearsGift Recipient Age/13-17 YearsGift Recipient Age/45-54 YearsGift Recipient Age/65+ YearsGift Recipient Age/55-64 Years
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
14
So what do we do in a challenging market?
1H09 - Is the economy having an impact on your book buying?
15
All Buyers Male Female 13-17 Yrs 18 - 44 Yrs 45 - 64 Yrs 65+ Yrs lower inc (<$35K)
mid income (35K-75K)
high income (75K+)
36%43%
31% 35% 35% 36%42%
29%34%
45%
64%57%
69% 65% 65% 64%58%
71%66%
55%
No impact Economy Impacts Book-buying:
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
Q309 - Is the economy having an impact on your book buying?
16
All Buyers Male Female 13-17 Yrs 18 - 44 Yrs 45 - 64 Yrs 65+ Yrs lower inc (<$35K)
mid income (35K-75K)
high income (75K+)
36%43%
32% 36% 37% 34%
43%
30%36%
43%
64%57%
68% 64% 63% 66%
57%
70%64%
57%
No impact Economy Impacts Book-buying:
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
What are the Impacts on Book Buying?
17
34%
21%14%
12%
10%5% 3% 2%
Cutting down on overall book buying
Buying more used books / or swapping books with others
Buying fewer hardcover books, more paperbacks
Buying books only at deep discount or on sale
Going to lower cost outlets
Other
Buying more books as a less expen-sive alternative to other forms of en-tertainment
Buying more ebooks to download
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
Knowing your Consumer is Essential!
18
19
Market Share Shift - % of Books Purchased
Males Females 18-29 Males 30-44 Females 65+ All Buyers
-2.0%
-1.0%
0.0%
1.0%
2.0%
1.1%
-1.1%
0.7%
-1.5%
0.6%
1.0%
-1.0%
1.3%
-0.4%
0.6% Qtr 2 2009
Qtr 3 2009
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
Not all customer strategies should be created equal!
20
21
30 – 44 Female Trends
Focus on Segments
All Buyers Qtr 1 2009 Qtr 2 2009 Qtr 3 2009
Average Selling Price $12.35 $11.08 $13.12
Purchase Occasion by Buyer 1.9 1.8 1.8
Books Purchased per Occasion 1.5 1.5 1.5
Dollars Spent per Occasion $18.67 $16.73 $19.80
Books Purchased per Buyer 2.9 2.7 2.7
Dollars Spent by Buyer $35.73 $30.44 $34.81
23
Book Shopping Metrics: Today’s Buyer
30 - 44 Females Q1 2009 Q2 2009 Q3 2009
Average Selling Price $9.74 $9.75 $10.14
Purchase Occasion by Buyer 1.9 1.9 1.8
Books Purchased per Occasion 1.6 1.6 1.6
Dollars Spent per Occasion $15.98 $15.76 $16.06
Books Purchased per Buyer 3.1 3.1 2.9
Dollars Spent by Buyer $30.31 $30.22 $29.64
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
24
Where are 30 – 44 Females shopping?
Book
Clubs
Book
Fairs
E-Com
mer
ce
Larg
e Cha
ins
Non-T
rad
Bkstrs
Christ
ian
Bkstrs
Inde
pend
ent B
kstrs
Discou
nt/C
lose
out
Drug
Mass M
erch
Resal
e/Th
rift
Supe
rmar
ket
War
ehou
se C
lubs
All Oth
er R
etai
l Sto
res
All Oth
er C
hann
els
-5%
0%
5%
10%
15%
20%
25%
30%
35%
Qtr 1 2009 Qtr 2 2009 Qtr 3 2009
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
25
30 – 44 Females Book Purchases at Mass Merchandisers by Outlet YTD09
5%23%
72%
Kmart/Super Kmart
Target/Super Target
Wal-Mart/Super Wal-Mart
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
26
What formats do 30 – 44 Females purchase?
Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
62% 63% 62%
34% 32% 33%
1.3% 1.0% 1.2%0.5%1.7% 1.7%2.3%2.5% 2.4%
All OtherE-BookAudioHardcoverPaperback
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
27
Q309 - What Subjects are Purchased by 30 – 44 Females
39%
14%
2%
10%
29%
6%
Adult Fiction (AFIC)Adult Non Fiction (ANF)Scientific, Tech, Medical (STM)Academic & Professional (AP)Juvenile (Child)Religion (REL)
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
28
Fiction Purchase Detail for 30 – 44 Females - YTD09
Other (Juvenile/Movie)9%
Historical4%
Sci - Fi5%
Espionage/Thriller6%
Horror/Occult7%
Fantasy14%
General14%
Mystery/Detective20%
Romance22%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
29
What drives the purchase for 30 – 44 Females?
Special offer or price
Read the descriptions/testimonials on cover/jacket
Like the character
Intrigued by the title of the book
Recommendation from someone I know
Because of price
Looked thru the book, and liked it
I like to read books in this series
Like the author
Liked the topic/subject
0% 5% 10% 15% 20% 25% 30%
8%
8%
10%
11%
13%
13%
16%
18%
26%
26%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
30
How are 30 – 44 Females becoming aware of the books they buy?
TV/Radio ad
Online - author's personal website
In-store sales clerk
Online/Internet ad
Recipient asked for item
Online - Book review
Best seller list
At school (for example teacher or course recommendation)
Recommendation from a friend/relative
Store display/on shelf/spinning rack
0% 5% 10% 15% 20% 25% 30%
2%
3%
4%
4%
4%
4%
4%
6%
14%
25%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
31
More than half of 30 – 44 Female purchases are impulse buys!
30 - 44 Males 30 - 44 Females0%
20%
40%
60%
80%
100%
37%30%
19%
17%
23%
26%
21%26%
Plan A Book At Specific Time, But Not Specific BkImpulse PurchasePlan This Specific Book, But Not Specific TimePlan This Specific Book At That Specific Time
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
32
Where are 30 – 44 Females Socially Connected?
FacebookMySpace
Linked-InTwitter
0%
10%
20%
30%
40%
50%
60%
70% 65%
29%
9% 13%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
33
eBehaviors for 30 – 44 year old Females
E-content Females 30-44
% read e-books daily/weekly
5.0%
Have an e-reader 1.7%
Likely to buy e-reader: 10.0%
Have an iPhone 5.6%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
63.6% are Married Mean Income $62.5k Median Income $62.0k
Bought 2.9 books in quarter 3 Spent $29.64 on books in quarter 3
Top Websites◦ Search sites (Google, etc.)◦ Social Network sites◦ Shopping sites◦ Weather sites◦ Information sites (Wikipedia etc)◦ Video sites (youtube, etc.)
Top Magazines◦ Cooking◦ Fashion/Celebrity◦ Home/Entertainment
34
Portrait of a 30 – 44 Female Book Buyer
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
18 – 29 Male Trends
Focus on Segments
While 18 – 29 year old males represent 6% of
units they represent almost 10% of dollars
36Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
18 - 29 Males Q1 2009 Q2 2009 Q3 2009
Average Selling Price $19.18 $14.79 $19.91
Purchase Occasion by Buyer 2.2 1.9 1.9
Books Purchased per Occasion 1.4 1.3 1.3
Dollars Spent per Occasion $26.05 $19.07 $26.28
Books Purchased per Buyer 3.0 2.5 2.5
Dollars Spent by Buyer $56.79 $36.85 $49.09
37
Book Shopping Metrics: 18 – 29 Males
All Buyers Qtr 1 2009 Qtr 2 2009 Qtr 3 2009
Average Selling Price $12.35 $11.08 $13.12
Purchase Ocassion by Buyer 1.9 1.8 1.8
Books Purchased per Occasion 1.5 1.5 1.5
Dollars Spent per Occasion $18.67 $16.73 $19.80
Books Purchased per Buyer 2.9 2.7 2.7
Dollars Spent by Buyer $35.73 $30.44 $34.81
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
38
Where are 18-29 Males Buying Books?
Book
Clubs
Book
Fairs
E-Com
mer
ce
Larg
e Cha
ins
Non-T
rad
Bkstrs
Christ
ian
Bkstrs
Inde
pend
ent B
kstrs
Discou
nt/C
lose
out
Drug
Mass M
erch
Resal
e/Th
rift
Supe
rmar
ket
War
ehou
se C
lubs
All Oth
er R
etai
l Sto
res
All Oth
er C
hann
els
0%
5%
10%
15%
20%
25%
30%
35%
Qtr 1 2009 Qtr 2 2009 Qtr 3 2009
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
39
Large Chains Outlet Detail for 18 – 29 Males
61%
6%
31%
1%
Barnes and NobleBooksAMillionBordersHastings
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
40
Formats preferred by 18-29 Males
Qtr 1 2009 Qtr 2 2009 Qtr 3 2009 0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
60% 58% 61%
32% 34% 32%
3.3% 2.8% 1.4%1.0% 1.2% 2.1%3.9%
4.0% 3.8%
All OtherE-BookAudioHardcoverPaperback
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
41
Q309 - What Subjects are Purchased by 18 – 29 Males
28%
17%9%22%
17%8%
Adult Fiction (AFIC)
Adult Non Fiction (ANF)
Scientific, Tech, Medical (STM)
Academic & Professional (AP)
Juvenile (Child)
Religion (REL)
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
42
Non Fiction Detail for 18 – 29 Males
Business & Economics7%
Biography & Auto-biography
6%
History4%
Political Science4%
Comics (Adult or Juvenile) & Graphic Novels (e.g. Manga)
4%
Body, Mind & Spirit3%
Drama3%
Humor3%
Computers3%
Sports & Recreation3%
all other59%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
43
What Drives the purchase for 18 – 29 Males?
Need/required for work/professional reasons
Like the character
Looked thru the book, and liked it
Intrigued by the title of the book
Because of price
I like to read books in this series
Recommendation from someone I know
Need/required for class/study
Liked the topic/subject
Like the author
0% 2% 4% 6% 8% 10% 12% 14% 16% 18% 20%
7%
8%
8%
8%
10%
11%
13%
13%
17%
19%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
44
How are 18 – 29 Males becoming aware of the books they buy?
Online - forum, blog, Yahoo News, Google, etc.
TV/Radio ad
Best seller list
Online/Internet ad
Online - Book review
Magazine ad
Store display/on shelf/spinning rack
Recommendation from a friend/relative
At school (for example teacher or course recommendation)
In-store sales clerk
0% 2% 4% 6% 8% 10% 12% 14% 16% 18%
3%
5%
5%
5%
6%
6%
12%
13%
16%
16%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
45
More than half of all18 – 29 Males book purchases are planned!
18 - 29 Males 18 - 29 Females0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
43%33%
25%
23%
19%
23%
13%21%
Plan A Book At Specific Time, But Not Specific BkImpulse PurchasePlan This Specific Book, But Not Specific TimePlan This Specific Book At That Specific Time
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
46
Where are 18 – 29 Males Socially Connected?
MySpace
Linked-In
0%
10%
20%
30%
40%
50%
60%
70% 64%
44%
7%
17%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
47
e-Behaviors for 18 – 29 Year Old Males
E-content Males 18-29
% read ebooks daily/weekly
15.0%
Have an e-reader 3.4%
Likely to buy e-reader: 20.4%
Have an iPhone: 11.1%
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
20.4% are Married Mean Income $49.6k Median Income $37.0k
Bought 2.5 book in quarter 3 Spent $49.09 on books in quarter 3
Top Websites◦ Video sites (youtube, etc.)◦ Search sites (Google, etc.)◦ Social Network Sites ◦ Information sites (Wikipedia etc)◦ Music sites◦ Sports sites
Top Magazines◦ Sports◦ Technology◦ Music
48
Portrait of a 18 – 29 Male Book Buyer
Source: Bowker PubTrack. Copyright © 2009 R.R. Bowker LLC. All rights reserved
So What’s the bottom line in
all of this?Consumer segmentation is essential in all
phases of publishing
49
EditorialEditorial – knowing which consumers types are
trending upward in your genre’s or author franchises is essential to customizing your offering to their tastes.
50
MarketingKnowing how your consumers are becoming aware of books,
what impacts their purchases, and where they are discovering it can save you substantial $$$ by taking a
‘micro-marketing’ approach.
51
SalesBeing able to match a consumer to their book preferences
to a particular outlet can give your sales team a whole new point of reference when talking titles with a buyer.
52
RetailDeveloping the right product mix balanced to your primary
consumer segments… and knowing their value for other items they purchase while shopping for books can create a
refined set of metrics to analyze your book department.
53
54
Thank You!Kelly Gallagher
Vice President Publishing Services
Bowker
Kelly.Gallagher@Bowker.com
908.425.7689
Twitter – bookbuyrinsight
For more information on Consumer information visit – www.bookconsumer.com
Tina Jordan
Vice President
AAP
tjordan@publishers.org
212-255-0200
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