WHAT IS HAPPENING IN
DIGITAL TODAY - AND WHAT
MIGHT HAPPEN TOMORROW?
FUTUREBOOK, FRIDAY 14TH NOVEMBER 2014
Jo Henry
VP, Insight & Analytics
Nielsen Book
A note on data sources:
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Nielsen Global Survey of E-commerce, 2014
• 60 countries
• 30k respondents
Nielsen Books & Consumers survey, UK & US
• 36k book buyers per year UK; 72k US
• Monthly book and ebook purchasing data
• Book & buyer characteristics
Nielsen Understanding the Digital Consumer UK, 2014
• 2k nat rep sample UK adults
• Fieldwork November 2014
2
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Understanding the Digital Consumer UK, 2014
•
•
•
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•
•
•
•
•
•
•
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Devices owned at all; what used for
Devices used most for e-reading; cross over with other devices
Reasons for not e-reading (more)
Impact of digital reading
Likelihood of buying ebooks/downloading for free
Sources used
When/why e-format preferred
Attitudes to e-reading
Attitudes to pricing
Views on self-publishing
Use of and attitudes to e-book subscription packages
E-book borrowing
3
NIELSEN GLOBAL SURVEY OF E-COMMERCE,
2014
Ecommerce around the world
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
• $1.5 trillion in 2015 – up 20% over 2014*
*Estimates from eMarketer
5
Entertainment category growing fast online…
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Global online purchase intention rates have doubled since 2011 for:
•
Event tickets (41%)
•
Ebooks (34%)
•
Sporting goods (31%)
•
Toys (29%)
•
Videos/games/DVDs (28%)
•
Music (27%)
Source: Nielsen Global Survey of E-commerce, Q1 2014
6
But proportions intending to browse and buy
books online vary by region
Proportions saying they will browse online
60
40
Physical books
20
E-books
0
Asia-Pacific
Europe
Middle
East/Africa
Latin America North America
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Proportions saying they will buy online
60
+19%
+5%
40
Physical books
20
E-books
0
Asia-Pacific
Europe
Middle Latin America
East/Africa
Source: Nielsen Global Survey of E-commerce, Q1 2014
North
America
All
Base: online consumers
7
As do the devices they use for online shopping….
Computer
Mobile device
Tablet
90
80
70
60
50
40
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
30
20
10
0
Asia-Pacific
Europe
Middle
East/Africa
Source: Nielsen Global Survey of E-commerce, Q1 2014
Latin America North America
All
Base: Online consumers
8
NIELSEN BOOKS & CONSUMERS SURVEY
Where are we now in the UK?
Estimated volume purchases by format (Jan-June)
160
3%
140
2013
2014
120
11%
100
m 80
units
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
60
12%
40
20
0
All books
Source: Nielsen Books & Consumers 2014, Qs1&2
Printed books
Ebooks
10
What about value?
Estimated value purchases by format (Jan-June)
1000
900
2%
800
2013
2014
5%
700
600
£m 500
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
400
300
25%
200
100
0
All books
Source: Nielsen Books & Consumers 2014, Qs1&2
Printed books
Ebooks
11
And pricing?
Average price paid (Jan-June)
£7.00
31%
£6.00
£5.00
2%
12%
£4.00
2%
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
£3.00
£2.00
£1.00
£0.00
All ebooks
Source: Nielsen Books & Consumers 2014, Qs1&2
Fiction ebooks
Non-fiction ebooks
Children's ebooks
12
How is ebook share of category changing?
Change in share of purchases within category: Index, Q1 2012 = 100
250
228
200
197
Non-fiction
158
150
Children's
Fiction
50
Source: Nielsen Books & Consumers 2014, Qs1&2
Q2 2014
Q1 2014
Q4 2013
Q3 2013
Q2 2013
Q12013
Q4 2012
Q3 2012
Q2 2012
0
Q1 2012
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
100
13
What’s happening in the States?
Change share of purchases within category:
Index, Q1 2012 = 100
180
130
Non-fiction
Children's
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
80
Fiction
30
-20
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
Q3
Q4
Q1
Q2
2010 2010 2010 2010 2011 2011 2011 2011 2012 2012 2012 2012 2013 2013 2013 2013 2014 2014
Source: US Books & Consumers © Nielsen 2014
2014 data provisional and require caution
14
Overall in the UK, ebook share rose from a
quarter to a third of books by volume and
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
from less than a sixth to nearly a fifth of
spending in the first half of 2014
15
How is the device being downloaded to changing?
100
90
Other
80
Smartphone
70
60
Tablet
50
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
40
Ereader
30
20
10
0
2013
Source: Nielsen Books & Consumers 2014, Qs1&2
2014
16
And what’s the picture in the US?
100%
90%
Other
80%
70%
Smartphone
60%
Tablet
50%
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
40%
Ereader
30%
20%
10%
0%
2012
Source: US Books & Consumers © Nielsen 2014
2013
2014 ytd
17
Trend in key discovery mechanisms for ebooks
Read author/series before
Browsing on bookseller
website/device
Follow author/series
Adaptation
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Read book before
2013
2014
25
30
Bestseller list
Recommendation from
friend/family
Author interview/event
0
Source: Nielsen Books & Consumers 2014, Qs1&2
5
10
15
% 20
35
18
Trend in leading purchase prompt for ebooks
Author
Subject
Low price/on special offer
Series
Description on website
Characters
2013
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
Read extract/looked inside
2014
Recommendation/review
Film/TV program
Front cover
0
Source: Nielsen Books & Consumers 2014, Qs1&2
5
10
15
%
20
25
30
19
Who is buying ebooks in the UK?
13-15
13-15
16-24
16-24
25-34
25-34
35-44
35-44
45-54
45-54
55-64
55-64
65-84
65-84
Copyright ©2012 The Nielsen Company. Confidential and proprietary.
2013
Source: Nielsen Books & Consumers 2014, Qs1&2
2014
Male
Male
Female
Female
20
NIELSEN UNDERSTANDING THE DIGITAL
CONSUMER, 2014
PRELIMINARY DATA!
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
CROSSOVER OF PRINT & EBOOK BUYING
Don't buy new,
27%
Buy new print,
not ebooks, 37%
Buy ebooks not
new print, 8%
Buy new print and
ebooks, 28%
Source: Nielsen Understanding the Digital Consumer, 2014
22
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
DEVICE USE AMONG POPULATION
66%
27%
95%
53%
+
= 79%
+
+
Source: Nielsen Understanding the Digital Consumer, 2014
= 83%
23
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
ADVANTAGES OF EBOOKS
2014
2013
Take up less space
1
3
Easier to take lots of books with you/on holiday
2
1
Lighter
3
2
Access wherever you are
4
4
Download ebooks for free
5
5
Can read in the dark
6
9
Cheaper than print books
7
6
Better for the environment
8
8
Adjust font size
9
7
Can buy wherever/whenever you want
10
10
Source: Nielsen Understanding the Digital Consumer, 2014, 2013
Base: all ereading
24
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
FUTURE GROWTH….
50%
40%
30%
20%
10%
0%
Current ebook buyer
Current, not future
ebook buyer
Future not current
ebook buyer
Likely future ebook
buyer
Source: Nielsen Understanding the Digital Consumer, 2014, 2013
25
Copyright ©2013 The Nielsen Company. Confidential and proprietary.
UNDERSTANDING THE DIGITAL CONSUMER UK,
2014
•
•
•
•
•
•
•
•
•
•
•
•
Devices owned at all; what used for
Devices used most for e-reading; cross over with other devices
Reasons for not e-reading (more)
Impact of digital reading
Likelihood of buying ebooks/downloading for free
Sources used
When/why e-format preferred
Attitudes to e-reading
Attitudes to pricing
Views on self-publishing
Use of and attitudes to e-book subscription packages
E-book borrowing
26
For further details, contact:
[email protected]
[email protected]