global ebooks monitor presention at bea, june 2012
DESCRIPTION
Comparison of ebook take up in 10 different countries around the world in early 2012.TRANSCRIPT
Jo Henry, DirectorBowker Market Research
International ebook sales & trendsBEA Constellation Presentation June 7th, 2012
US and UK ebook overview
November 19, 2007
March 12, 2010
Dedicated eReaders are the device of choice in the US
Source: BISG Consumer Attitudes Study
And dedicated eReaders have now surpassed PCs as device used most often in UK
Source: Bowker Understanding the Digital Consumer
Aug 2010 Feb 2011 Nov 2011 Mar 20120
10
20
30
40
50
60
Chart Title
Axis Title
Axis Title
Aug 2010 Feb 2011 Nov 2011 Mar 20120
10
20
30
40
50
60Device used most often
Dedicated e-reader
PC (desktop, laptop, netbook)
iPad/other tablet
Smartphone
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
In late 2010 eBooks took off the launch pad in the US…
Source: Bowker Books & Consumers
0%2%4%6%8%
10%12%14% 13%
0.0333197574048987
% of book buyers who purchased an eBook
US Market UK Market
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
But what does the future hold?
Source: Bowker Books & Consumers
Jan_
11
Feb_
11
Mar
_11
Apr_
11
May
_11
June
_11
July_1
1
Aug_
11
Sept
. 11
Oct._11
Nov_1
1
Dec_1
1
Jan_
120%
4%
8%
12%
16%
20% 19%
12%
% of book buyers who purchased an eBook
US Market UK Market
Genre share of eBook market in US (vol)
Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011
-5%
0%
5%
10%
15%
20%
25%
30%
Total Market
Mystery
Romance
Biography
Cooking
Young Adult
Children's Picture Book
Source: Bowker Books & Consumers
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
Source: Bowker Books & Consumers
Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 20110
5
10
15
20
25
Romance
Crime/mys-tery
YA
Biography
Total
Cooking
Children's picture books
%
Genre share of eBook market in UK (vol)
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
Ebook volume share by age of buyer (USA)
Source: Bowker Books & Consumers
Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 20110%
5%
10%
15%
20%
25%
18-29 Years
30-44 Years
45-54 Years
Total
55+
13-17 Years
© 2012, the Book Industry Study Group, Inc, R.R. Bowker
Ebook volume share by age of buyer (UK)
Source: Bowker Books & Consumers
Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 20110
1
2
3
4
5
6
7
8
18-29
55-79
Total
30-44
45-54
13-17
%
Sponsors
GeM Details & Methodology
• 10 country study: Australia, Brazil, France, Germany, India, Japan, South Korea, Spain UK and USA
• Conducted online
• Country sample* of >1000 persons 18+, designed and weighted to be representative of the adult population in terms of age, sex and region
• So effectively only represents the populations with Internet access in each country
• Fielded in early 2012
* India this was confined to the main cities
EBOOK PENETRATION
World-Wide eBook penetration
Country Total pop % with internet use
Est. % of total pop purchased ebook
m % %
Australia 22 89.8 19Brazil 203 37.4 7France 65 69.5 3Germany 82 79.9 10India 1189 10.2 2Japan 127 80.0 6South Korea 49 82.7 12Spain 47 62.2 8UK 62 82.0 17USA 313 78.3 16
World-Wide eBook penetration
Australia Brazil France Germany India Japan S. Korea Spain UK USA
21
18
5
13
24
8
1413
21 20
Base: All online adults
% of respondents purchasing eBook in past 6 months
Free as a driver in emerging markets
Australia Brazil France Germany India Japan S. Korea Spain UK USA
32
47
11
23
53
11
42
3330
25
Base: All online adults
% of respondents downloading FREE eBook in past 6 months
Penetration Findings• Much of the world is on par now with US
in access to and experience with eBooks• ‘Free’ in emerging markets still major
source of access to eBooks • High-tech countries do not always equate
to high eBook penetration – e.g. France and Japan
• While only ~2% of Indian population has purchased an eBook – that number is > UK with 17% penetration
FUTURE GROWTH POTENTIAL
Future digital behaviour – buying of ebooks
Australia Brazil France Germany India Japan S. Korea Spain UK USA
15
29
610
23
4
18
917 16
17
29
12
14
31
9
23
21
1614
Very likely (4) Fairly likely (3)
Base: All online adults
Future digital behaviour – downloading free ebooks
Australia Brazil France Germany India Japan S. Korea Spain UK USA
24
54
1117
52
6
3425 22 20
22
25
17
19
28
15
33
28
1917
Very likely (4)
Base: All online adults
Future digital behavior – no interest Country No interest past
or future - %
Australia 45
Brazil 16
France 66
Germany 56
India 11
Japan 72
South Korea 26
Spain 38
UK 52
USA 59
DEVICES & DOWNLOADING
Devices used most often for ereading
Australia
Brazil
France
Germany
India
Japan
S. Korea
Spain
UK
USA
0 20 40 60 80 100
40
72
50
46
76
59
37
47
30
23
23
14
28
18
9
12
18
18
14
29
22
8
12
13
11
20
39
10
15
11
13
2
8
22
2
1
4
22
36
36
2
4
2
2
3
7
3
3
4
1
1
1
1
PC/laptop Tablet Smartphone Ereader Games console Other
Base: All downloaderss
eBook purchase sources
Australia
Brazil
France
Germany
India
Japan
S. Korea
Spain
UK
USA
0% 20% 40% 60% 80% 100%
35
9
26
43
16
13
5
30
66
61
10
23
12
12
24
12
16
14
4
4
23
8
20
10
11
19
20
7
11
7
8
21
5
12
21
16
16
10
3
5
8
21
27
7
10
11
22
17
6
13
17
19
11
16
19
29
22
23
10
11
Amazon/Kindle Publishers Apple iBookstore/iTunes Indie booksellersHigh street chains Direct sellers/other
Base: All paid downloaders
COUNTRY DEMOGRAPHICS
Indian eBook buyer profile
• Male – 58%
• 25 – 34 years of age – 34%
• Lives in city
• College Grad
• Works Full Time
Brazilian eBook buyer profile
• Female – 52%
• 25 – 34 years of age – 36%
• Lives in city
• College Grad
• Works Full Time
UK eBook buyer profile• Female – 56%
• 55+ years of age – 33%
• Lives in small town/rural
• College Grad
• Works Full Time >25% not working
German eBook buyer profile
• Male – 67%
• 55 + years of age – 28%
• Lives in city
• College Grad
• Works Full Time
Closing thoughts…• Other countries are fast catching the US up in their
per capita use and desire to read eBooks – but will they follow the same pattern? Or will new models emerge?
• Amazon plays a central role in US and UK eBook distribution, but other world regions tend to be more fractured…for now
• Education and business genres are important in emerging world countries versus leisure genres in traditional Anglo markets
• As devices become more affordable and content more pervasive to emerging economies…but will they have the infrastructure to make eBooks more available beyond a select few?
GeM reports available :All Country Comparison free report available now from participants:Angela Bole, Book Industry Study Group+1 646-336-7141 x11 or [email protected] Wicker, Tata Consultancy Services+1-973-452-7120 or [email protected] Henry, Bowker Market Research0207 831 1782 / [email protected] Bottai, A.T. Kearney +39 3493982741 or [email protected]
Individual country reports available from Bowker Market Research: £499 / $795 each