heading towards a digital future - an update on international e-book markets
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“HEADING TOWARDS A DIGITAL FUTURE –
AN UPDATE ON INTERNATIONAL E-BOOK MARKETS”
4 November 2013, International Istanbul Book Fair
Experts: Steffen Meier, Eugen Ulmer Verlag
Tugrul Pasaoglu, Turkish Publishers Association
Antje Sorensen, Copyright Clearance Center
Organiser: Frankfurt Academy in cooperation with TÜYAP and German Federal Foreign Office
•
Partner:
Sponsor:
AGENDA
HARDWARE MARKETS
E-BOOK: MARKETS & TRENDS
EXCURSUS: DIGITALIZATION OF TRADE - E-COMMERCE
NEW PLAYERS
FUTURE CHALLENGES FOR PUBLISHING HOUSES
Frankfurter Buchmesse © 2013 Steffen Meier
TO BE HONEST…
…WITH STATISTICS
Frankfurter Buchmesse © 2013 Steffen Meier
E-BOOK MARKET RELATES ON A DYNAMIC HARDWARE MARKET AMAZON KINDLE PRICING VS. SALE
Frankfurter Buchmesse © 2013 Steffen Meier
E-BOOK MARKET RELATES ON A DYNAMIC HARDWARE MARKET MORE EBOOKS AS PRINTED BOOKS (AMAZON)
Frankfurter Buchmesse © 2013 Steffen Meier
E-BOOK MARKET RELATES ON A DYNAMIC HARDWARE MARKET TABLET AND E-READER OWNERSHIP USA (PEW 2013)
Frankfurter Buchmesse © 2013 Steffen Meier
E-READER VS. TABLETS PEOPLE WITH E-READING DEVICES WORLDWIDE (BOOKBON 2012)
Frankfurter Buchmesse © 2013 Steffen Meier
30,6%
28,1%
8,1%
11,7%
18,2%
0,5%
16%
13,2%
0,7%
2,6% 2,2%
0,1% 0
5
10
15
20
25
30
35
UnitedStates
UnitedKingdom
France Germany Denmark India UnitedStates
UnitedKingdom
France Germany Denmark India
TABLETS EREADER
MARKETS & TRENDS: EBOOKS WORDLWIDE
FORECAST: NORTH AMERICA LEADS THE WAY IN EBOOK-ADOPTION
CONSUMER EBOOK SPENDING IN MIO. US DOLLAR (PWC 2013)
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS: USA
THE RISE OF THE EBOOK: AAP (ASSOCIATION OF AMERICAN PUBLISHERS)
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS : USA
NEARLY 30% OF ALL BOOKS PURCHASED IN THE U.S. ARE EBOOKS (2009-2012)
(BOWKER 2013)
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS: USA
EBOOK REVENUE (AAP 2013): MORE THAN 15 BILLION DOLLAR 2012
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS: USA
EBOOK SALES 2011/2012 IN CATEGORIES (AAP/BISG)
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS: GERMANY E-BOOK (MIO.) BUYER 2010-2012 POPULAR MARKET (BÖRSENVEREIN 2012)
Frankfurter Buchmesse © 2013 Steffen Meier
0,70
1,00
2,40
0
0,5
1
1,5
2
2,5
3
2010 2011 2012
MARKETS & TRENDS: GERMANY
SURVEY PUBLISHING HOUSES, ALL SEGMENTS COMPRISED,
REVENUE SHARE OF E-BOOKS (BÖRSENVEREIN 2012)
Frankfurter Buchmesse © 2013 Steffen Meier
6,2
9,5
16
0
2
4
6
8
10
12
14
16
18
2011 2012 2015
MARKETS & TRENDS: GERMANY
E-BOOK DISTRIBUTION CHANNELS 2012 IN % (GFK)
Frankfurter Buchmesse © 2013 Steffen Meier
15
41 18
16
10 Direct &Other
Amazon
Weltbild
Thalia
Apple
MARKETS & TRENDS: UNITED KINGDOM
UK POPULATION (13-79 YRS) WHO HAVE BOUGHT AN EBOOK 2011-2013
(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS: UK
PRINTED BOOKS VS. EBOOKS, VOLUME VS. VALUE
(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS: UK
VOLUME AND VALUE SALES BY FORMAT 2012
(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS: UK
VOLUME SALES OF PHYSICAL BOOKS AND EBOOKS (2011-2013)
(NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS
IS THERE A RELATION BETWEEN
„STABLE“ BOOK MARKETS AND THE
PENETRATION OF E-BOOKS?
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS
EMERGING MARKETS: DIGITAL FIRST
"E-PUBLISHING GROWTH IS ORGANIC IN THE
DEVELOPING WORLD…IN AFRICA, PHYSICAL BOOKS
ARE THOUGHT OF AS PRINTED EBOOKS"
OCTAVIO KULESZ
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS
EMERGING MARKETS: DIGITAL FIRST MARKET PENETRATION DEVICES WORLDWIDE (NIELSEN 2011)
Frankfurter Buchmesse © 2013 Steffen Meier
4,00
6,00
8,00
16,00
21,00
25,00
0 5 10 15 20 25 30
Tablet PC
eReader
Netbooks
Mobile Media Devices
Mobile Gaming Consoles
Smartphones
MARKETS & TRENDS:
E-BOOK PRIZING USA / GERMANY / UK (DOLLAR)
Frankfurter Buchmesse © 2013 Steffen Meier
2010 2012 % Source
Germany 14,6 10,5 72 (Gfk/Börsenverein)
UK 6,4 5,3 82 (Nielsen)
USA 10,1 5,6 55 (Bowker)
MARKETS & TRENDS: E-BOOK PRIZES UK EBOOKS DRIVE VOLUME GROWTH… (NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier
MARKETS & TRENDS: E-BOOK PRIZES UK EBOOKS DRIVE VOLUME GROWTH, BUT DON‘T DELIVER REVENUE
GROWTH (NIELSEN BOOKSCAN 2013)
Frankfurter Buchmesse © 2013 Steffen Meier
EXCURSUS: DIGITALIZATION OF TRADE - E-COMMERCE
RETAILER SHARE OF BOOKS BOUGHT BY US CONSUMERS (BOWKER USA 2012)
Frankfurter Buchmesse © 2013 Steffen Meier
EXCURSUS: DIGITALIZATION OF TRADE - E-COMMERCE
RETAILER SHARE OF BOOKS BOUGHT BY UK CONSUMERS (BOWKER UK 2012)
Frankfurter Buchmesse © 2013 Steffen Meier
EXCURSUS: DIGITALIZATION OF TRADE - E-COMMERCE
UK: VALUE SALES PHYSICAL BOOKS THROUGH INTERNET (NIELSEN BOOKSCAN
2013)
Frankfurter Buchmesse © 2013 Steffen Meier
EXCURSUS: DIGITALIZATION OF TRADE - E-COMMERCE
BOOKSELLING IS FUNDAMENTALLY CHANGING
(% OF CONSUMER BOOK PURCHASES (PRINT + DIGITAL) MADE ONLINE)
BOWKER 2013 + AMAZON 2013
Frankfurter Buchmesse © 2013 Steffen Meier
NEW PLAYER
DIGITAL-ONLY PUBLISHING HOUSES
SELFPUBLISHER
Frankfurter Buchmesse © 2013 Steffen Meier
CONCLUSION
• THE GLOBAL E-BOOK MARKET IS GROWING FAST
• THE PRICE DECLINE TOO
• WE DON‘T KNOW WHETHER WE ARE CANNIBALISING
OUR EXISTING BUSINESS OR REACH NEW
CUSTOMERS
Frankfurter Buchmesse © 2013 Steffen Meier
FUTURE CHALLENGES FOR PUBLISHING HOUSES
DISCOVERABILITY
MARKETING
SHAPE OF THE PRODUCT E-BOOK
INTERNATIONALISATION
SELFPUBLISHING AND THE ROLE OF PUBLISHING HOUSES
PIRACY
Frankfurter Buchmesse © 2013 Steffen Meier