Download - Childen's Book Consumer in the Digital Age
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2010-2011
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1,500 consumers in 3 groups
◦ Adult consumers – books 0-6
◦ Adult consumers – books 7-12
◦ Teens 13-17 in consumer households
75+ questions
Core questions about influences & activities
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0%
10%
20%
30%
40%
50%
60%
70%
80%
Men Women
All Genres
Kids books
Women buy kid’s books more than 2-to-1
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People between 18-44 buy 61% of kid’s books
0%
5%
10%
15%
20%
25%
30%
35%
13-17 18-29 30-44 45-55 55-64 65+
All genres
Kids
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Majority of kid’s book consumers are middle class
0% 5% 10% 15% 20% 25%
<$25K
$25-$34K
$35-$49K
$50-$74K
$75-$99K
$100-$149K
>$150K
Purchaser's Income
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They are better educated & value learning
0%
5%
10%
15%
20%
25%
30%
35%
Education
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Hand-me-downs33%
Newly Purchased33%
Gifts/purchased by others
17%
Borrowed from library11.0% other
6%
What is the source of Children’s books in a typical household?
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They are more likely to…..
6% more likely to play online games
7% more likely to use social
networks
8% more likely to use online blogs &
boards
10% more likely to listen to digital
music
11% more likely to download a TV
show to a PC
…than adult book consumers
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Kids are omnivorous consumers of media
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9%
12%
18%
27%
57%
58%
58%
0% 10% 20% 30% 40% 50% 60%
Read eBooks
Read online newspapers/magazines
Read comic books/graphic novels
Read a print magazine or magazine
Go online
Read a book required for school
Read a book not required for school (for fun)
Very/Fairly often
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Not at all, 7%
To a small
extent, 43%To a
moderate
extent, 38%
To a large
extent, 12%
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3%
5%
5%
8%
8%
10%
12%
14%
15%
17%
19%
38%
39%
58%
67%
0% 10% 20% 30% 40% 50% 60% 70%
Discuss books online
Regularly visit celebrity/gossip web sites (like TMZ)
Post videos online
Write/update a personal blog
Follow celebrities on Facebook, Twitter or other social network …
Watch TV shows online
Regularly read others' personal blogs
Swap books to read with your friends
Discuss books with my siblings or other relatives
Discuss books with friends
Discuss books with my parents
View others profiles on social networking sites
Read books for fun
Visit your page on Facebook, MySpace, etc.
Send/receive text messages
Activities of Young Adults done "Often"
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58%
56%
47%
42%
41%
40%
42%
17%
15%
18%
24%
20%
17%
15%
16%
17%
19%
20%
22%
21%
19%
6%
8%
12%
9%
10%
15%
15%
3%
5%
4%
6%
7%
6%
10%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Participated in a blog or chat about the book or author
Wrote a review about the book
Read online reviews about the book
Read a sample chapter of the book online
Gone to the book's website or author's website
Visited a fan website
Gone to the website to find out about other books they can read in the series or by the same author
Extent to which their child age 7 – 12 has…..
Definitely not Probably not Maybe / Unsure Probably Have Definitely Have
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Teens are not universal adopters of technology
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84% 85% 82%88%
79% 81% 84% 87%
9% 9%9%
7%13% 9%
11% 6%5% 5% 6%
4%5% 8%
4% 4%
0%
20%
40%
60%
80%
100%
Total Male Female 13 14 15 16 17
Read eBooks
Very often
Fairly often
Once or twice
Not at All
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42%38%
47% 46%40%
44%36%
46%
21%
19%
23% 23%26%
22%
20%
16%
17%
18%
16%13% 19% 17%
18%
18%
1%
0%
1%
0%0%
0%
2%
1%
18%23%
13%19%
15% 17%23% 19%
0%
20%
40%
60%
80%
100%
Total Male Female 13 14 15 16 17
Preference: ebooks vs. Print Books Don't know
I strongly prefer ebooks
I generally prefer ebooks
I have no preference
I generally prefer print, books but am open to ebooks
I strongly prefer print books over eBooks
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41%46%
35%46%
33%41%
33%
49%
18%15%
20%
20%
18%
18%23%
11%
30% 28%32%
25%
33%
33%31% 27%
10% 8% 11% 5% 14%6%
11% 12%
2% 2% 2% 4% 2% 2% 2% 2%
0%
20%
40%
60%
80%
100%
Total Male Female 13 14 15 16 17
How often do you shop for books online?
Very often
Often
Sometimes
Rarely
Not at all
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The bottom line?
Teens adopt SOCIAL technology
E-books are not social
Paper books ARE social
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Majority of kids’ purchases are impulsive
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40% 35%43% 39% 40% 43%
39%43%
36% 42% 40%28%
9% 9% 9% 7% 8%21%
10% 11% 10% 11% 10% 7%
0%
20%
40%
60%
80%
100%
Total Male Female 18 - 37 38 - 57 58 - 77
How impulsive was the purchase (0-7)?Other, please specify
Planned the book and the time
Planned the book, not time
Intended to buy a book, but not specific one
Pure Impulse
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8%
14%
14%
16%
31%
32%
51%
57%
61%
0% 10% 20% 30% 40% 50% 60% 70%
Celebrity endorsements
Praise quotes on cover or inside
Award sticker
On a Table or Other Special Placement in Stores
Cover
Title
Description on the back/flap
Familiarity with author
Sequel/the next book in a series you've read
Influence in picking up/buying a book
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The inner circle of friends & family rules
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child
parent
friend, relativeteacher, librarian
Local booksellerfavorite author
websites, advertising
mass media, the world
Influence declines significantly with each layer
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1%
2%
3%
3%
3%
3%
7%
7%
11%
11%
13%
17%
18%
20%
21%
31%
35%
0% 5% 10% 15% 20% 25% 30% 35%
I don't know where to look
Author blogs
Other, please specify
A publisher's website
General interest magazines
Advertisement
School Librarian
Mommy/Parenting blog
Bookstore - asking the sales clerk
Public Librarian
Parenting Magazine
Book Fairs
On-line research
Teacher
I make my own decision with no other input
Bookstore - browsing the shelf
Friend/family
Where do you go for recommendations for a book for a child under 7 ?
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2%
3%
4%
11%
8%
7%
6%
7%
8%
11%
19%
24%
37%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Magazine articles
Online sites
Other influential adults (clergy, mentors, etc.)
Grandparents
Librarians
What's mentioned/shown on a child's favorite TV shows
Larger circle of friends
Classmates (other than friends)
Siblings
Close friends
Dad
Teachers
Mom
Who has major influence on what a child reads for 7-12?
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9%
10%
11%
11%
13%
18%
20%
22%
24%
24%
28%
28%
30%
36%
52%
53%
55%
0% 10% 20% 30% 40% 50% 60%
Recommendations from celebrities you follow on Twitter, …
People you work with
What your favorite celebrities do or say
What your favorite sports players do or say
What you read in blogs and websites you visit
What's mentioned/shown on your favorite TV shows
Brother (s)
Sister (s)
Library staff
Articles in magazines you like to read
Other influential adults (clergy, mentors, etc.)
Classmates (other than friends)
People you study with
Your larger circle of friends
Close friends
Teachers
Parents
Relative influence on books read...(moderate plus high)
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Bookstores and libraries still VERY important
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76% 75% 77% 74% 78% 81%
24% 25% 23% 26% 22% 19%
0%
20%
40%
60%
80%
100%
Total Male Female 18 - 37 38 - 57 58 - 77
Where do you go to buy books for your child?
online
in a store
But….
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3%
4%
5%
6%
6%
7%
7%
8%
13%
16%
19%
24%
26%
28%
35%
39%
53%
0% 10% 20% 30% 40% 50%
Magazines (which specific ones?)
Newsletters
Ads/posters
Talking to the sales clerk
Online source (aside from Amazon or other online book seller)
Book award news
Other online book seller
The child's friends
Bestseller lists
School libraries
Amazon.com
School fairs
Other parents
Teachers
Public libraries
The child tells me
Browsing the bookstore
Where do you find out about titles for a child under 7?
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2%
4%
4%
6%
7%
7%
9%
13%
15%
17%
22%
30%
43%
44%
45%
50%
73%
0% 10% 20% 30% 40% 50% 60% 70%
Magazines
Online source (other than Amazon.com)
Ads/posters
Newsletters
Talking to the sales clerk
online retailer (other than Amazon)
Book award news
Bestseller lists
The child's friends
Amazon.com
Other parents
School libraries
Public libraries
School fairs
Teachers
Browsing the bookstore
The child tells me
Where do you find out about the books you buy for the older child?
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3%
3%
5%
5%
6%
6%
12%
12%
17%
19%
21%
22%
28%
40%
64%
68%
0% 10% 20% 30% 40% 50% 60% 70%
other online retailer (B&N.com, Borders.com, etc.)
Supermarket
Books-a-Million bookstore
Half-Price Books
other Big Box store (Target, Costco, etc.)
Independent / local Bookshop
Used bookstore
Swap them among friends
Garage sale/sidewalk sale/secondhabd shop
Borders bookstore
Amazon.com
WalMart or Sams Club
Barnes & Noble bookstore
I/We buy them for them
Public Library
School Library
Where do they get the books they read for fun?
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Books & reading are still very important
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4.2
4.2
4.3
5.0
5.3
5.5
6.0
6.5
7.8
0.0 1.0 2.0 3.0 4.0 5.0 6.0 7.0 8.0 9.0
Online games
Handheld games
Video game systems
Children's magazines
Board games
Educational Websites
Television
Children's DVDs
Books
How important are the following media on your child’s life?
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43%52%
33% 37% 40% 42% 49% 48%
57%48%
67% 63% 60% 58% 51% 52%
Total ^ Boys Girls ^^ 13 14 15 16 17
Compared to other media you use for fun, what role do books play?
Less important Equal or more important
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Books & reading are still very important
The inner circle rules—friends & family biggest influence
Bookstores and libraries still play a VERY important role
Majority of children’s book purchases are impulsive
It’s not an ―either-or‖ between digital & reading
Teens are not universal adopters of technology
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