Table of Contents
Issues in the Market
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- Key issues
- Definition
- Abbreviations
Future Opportunities
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- Breathing new life into print books
- Creating event publishing with e-books
Market in Brief
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- Book sales down as reading drops from its 2009 peak...
- …as weak economy and consumer confidence hit discretionary spending
- Fiction and academic professional books perform the best
- School/ELT and non-fiction/reference hardest hit
- E-book and audiobook sales on the rise…
- …driven by device ownership growth
- Battle for price control could be holding back e-book growth
- Most innovation in the area of e-books and e-readers
- ‘Big Four’ dominate sales but Independent Alliance grabs a slice of the action
- Industry fragmented with large numbers of smaller publishers
- Will access to books become more limited by library closures?
- Distribution becomes more concentrated
- People still love reading and collecting print books
- In bed is the most popular place to read
Internal Market Environment
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- Key points
- Book reading and buying slip back from 2009 peak
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- Figure 1: Trends in reading or buying books in the last month, 2006-10
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- Figure 2: Trends in buying hardback, paperback or audiobooks in the last 12 months, 2006-10
- Youth reading on the up
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- Figure 3: Trends in numbers of books read in last 12 months – 7-10s, 2006-10
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- Figure 4: Trends in numbers of books read and bought in the last 12 months – 11-19s, 2006-10
- Rise in digital device ownership boosts potential for e-books…
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- Figure 5: Device ownership for smartphones and e-book readers, April 2009-October 2010
- …but Google set to present major challenge to Kindle
- Agency pricing: holding back e-book growth or protecting publishers?
- Public libraries system under threat
- Distribution spread contracting
- After internet, now supermarkets are getting in on the act
- Promotion drives demand and awareness from prizes, film/TV and events
- …and charities
- Growth of reading groups/circles
- Environmental issues
- E-book technology boosts self-publishing
Broader Market Environment
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- Key points
- Weakness of economy set to continue…
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- Figure 6: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
- …but risk of double-dip recession?
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- Figure 7: GDP quarterly percentage change, Q1 2005-Q4 2010
- Consumer confidence plummets
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- Figure 8: GfK NOP Consumer Confidence index, January 2008-January 2011
- Older population growth set to sustain print books?
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- Figure 9: Trends in the age structure of the UK population, by gender, 2005-15
- AB growth positive for the book market
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- Figure 10: Forecast adult population trends, by socio-economic group, 2005-15
- Time to read
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- Figure 11: Passenger rail journeys, by operator, 1981/82-2008/09
- Rising student numbers good for book reading
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- Figure 12: Higher Education enrolments, by level of study, 2004/05-2009/10
- Broadband growth benefits online channel and e-book downloading
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- Figure 13: Broadband penetration, by demographics, 2004-10
Competitive Context
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- Key points
- Books are a central part of many people’s lives
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- Figure 14: Trends in participation in leisure activities, 2006-10
- The UK compared to the US
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- Figure 15: Trends in number of titles published in the UK and US, 2005-09
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- Figure 16: Trends in traditional book titles published in the US, by type, 2008 and 2009
Strengths and Weaknesses in the Market
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- Strengths
- Universal appeal
- Online channel facilitates search and trial
- Range of formats
- Collectable
- Increased portability of e-books
- Weaknesses
- Expensive to produce and distribute
- Growing influence of Amazon
- Pricing of e-books
- School, library cuts could reduce access
- Technology encourages more self-publishing
Who’s Innovating?
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- Key points
- Enhanced e-books – are they the future?
- E-readers flood onto the market
- Intel Reader targets blind and visually impaired
- Portable e-book reader software broadens e-book appeal
Market Size and Forecast
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- Key points
- Sales slip back from pre-recession peak
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- Figure 17: UK total sales of books, by value*, 2005-10
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- Figure 18: UK total consumer market for books, 2005-10
- Market forecast
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- Figure 19: Forecast value of UK book sales, 2005-15
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- Figure 20: Forecast volume of UK book sales, 2005-15
Segment Performance
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- Key points
- Non-fiction and reference titles take largest share but sales dip
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- Figure 21: UK total sales of books, by value*, by segment, 2005-10
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- Figure 22: UK total sales of books, by volume*, by segment, 2005-10
- Non-fiction price increases hold clue to declining sales
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- Figure 23: Average book prices*, hardback and paperback, September 2005-September 2010
- E-books – how large?
- Audiobooks show strong growth
Market Share
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- Key points
- ‘Big Four’ dominate sales
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- Figure 24: UK publishers’ share of total consumer market, 2010
Companies and Products
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- Key points
- Industry structure
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- Figure 25: Trends in the number of UK publishers registering for their first ISBN prefix, 2005-09
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- Figure 26: Number of VAT-registered book publishers, by turnover size band, 2010
- Figure 27: Number of VAT-registered book publishers, by number of employees, 2010
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- Figure 28: Number of VAT-registered book publishers, by region, 2010
- Figure 29: Number of VAT-registered book publishers, by age of business, 2010
- Hachette UK
- HarperCollins
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- Figure 30: HarperCollins Publishers Limited financial results, 2007-09
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- Figure 31: HarperCollins Publishers Limited breakdown of revenue, by geography, 2007-09
- Independent Alliance
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- Figure 32: Independent Alliance, adspend, 2009 and 2010*
- Macmillan
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- Figure 33: Macmillan Publishers Limited financial results, 2005-09
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- Figure 34: Macmillan Publishers Limited breakdown of revenue, by geography, 2005-09
- McGraw-Hill
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- Figure 35: McGraw-Hill Education financial results, 2005-09
- Oxford University Press
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- Figure 36: Oxford University Press financial results, 2006-10
- Pearson PLC
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- Figure 37: Pearson PLC (global) financial results, 2005-09*
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- Figure 38: Pearson PLC (global) breakdown of revenue, by geography, 2005-09*
- Random House
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- Figure 39: The Random House Group Limited financial results, 2005-09
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- Figure 40: The Random House Group Limited breakdown of revenue, by geography, 2005-09
- Simon & Schuster
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- Figure 41: Simon & Schuster (UK) Limited financial results, 2005-09
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- Figure 42: Simon & Schuster (UK) Limited breakdown of revenue, by geography, 2005-09
Channels to Market
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- Key points
- Distribution overview
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- Figure 43: Sales of books, by volume and value, by distribution channel, 2009
- The specialist retailers
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- Figure 44: Brief outline of major bookshops, December 2010
- Waterstone’s facing challenges
- WH Smith sees sales dip
- Online and non-specialist retailers
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- Figure 45: Brief outline of other major retailers, December 2010
- What future for independents?
What Type of Books Do People Read or Listen To?
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- Key points
- Nearly nine in ten adults are book readers
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- Figure 46: Types of book read or listened to, December 2010
- Paperback fiction the most frequently read type of book
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- Figure 47: Types of book read or listened to, December 2010
- Hardback readers
- Paperback readers
- E-book readers
- Audiobook readers
- Type of print book read has no impact on e-book or audiobook usage
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- Figure 48: Types of book read or listened to, by most popular categories of book read or listened to, December 2010
- Strong correlation between e-book and audiobook readers
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- Figure 49: Types of book read or listened to, by next most popular categories of book read or listened to, December 2010
What Do People Think About Buying and Reading Books?
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- Key points
- Online channels appear to have the upper hand
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- Figure 50: Attitudes towards buying and reading books, December 2010
- Readers of e-books most attracted by cheap online prices
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- Figure 51: Attitudes towards buying and reading books, by types of book read or listened to, December 2010
What Do People Think About Books and Reading in General?
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- Key points
- Book readers still have a strong attachment to print books
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- Figure 52: Attitudes towards books and reading in general, December 2010
- Library use on the rise
- Print readers stay loyal to the format
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- Figure 53: Attitudes towards books and reading in general, by types of book read or listened to, December 2010
- Online buyers still keen on print...
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- Figure 54: Attitudes towards books and reading in general, by most popular attitudes towards buying and reading books, December 2010
- ...while e-book readers are loyal to specific authors
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- Figure 55: Attitudes towards books and reading in general, by next most popular attitudes towards buying and reading books, December 2010
Where and When Do People Read?
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- Key points
- In bed is the favourite place to read
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- Figure 56: Places and times when people read, December 2010
- E-book and audiobook readers most likely to read while commuting
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- Figure 57: Places and times when people read, by types of book read or listened to, December 2010
E-readers and Other Digital Devices: Who Owns and Who Would Like To?
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- Key points
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- Figure 58: Ownership of and interest in purchasing e-readers and other digital devices, December 2010
- Kindle most popular among e-book readers
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- Figure 59: Ownership of and interest in purchasing e-readers and other digital devices, by types of book read or listened to, December 2010
- Tipping point for Kindle yet to be reached...but not far off?
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- Figure 60: Ownership of and interest in purchasing e-readers and other digital devices, by most popular attitudes towards buying and reading books, December 2010
- Brands fairly evenly split among e-book readers but set to change
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- Figure 61: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular attitudes towards buying and reading books, December 2010
- Tablet PCs set to rival dedicated e-readers in the future?
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- Figure 62: Ownership of and interest in purchasing e-readers and other digital devices, by most popular attitudes towards books and reading in general, December 2010
- Bookshop browsers and more frequent library visitors covet e-readers
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- Figure 63: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular attitudes towards books and reading in general, December 2010
- Commuters and bedroom readers most likely to own e-readers
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- Figure 64: Ownership of and interest in purchasing e-readers and other digital devices, by most popular places and times when people read, December 2010
- E-readers popular among people who like to read in unusual places
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- Figure 65: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular places and times when people read, December 2010
- On-the-move reading boosts demand for e-readers and tablet PCs
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- Figure 66: Ownership of and interest in purchasing e-readers and other digital devices, by other places and times when people read, December 2010
- Ownership of one device type not mutually exclusive
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- Figure 67: Ownership of and interest in purchasing e-readers and other digital devices, by most popular e-reader and other digital devices already own, December 2010
How Much Do People Expect to Pay For e-books?
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- Key points
- Half of book readers expect to pay less for an e-book
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- Figure 68: Price expectations for e-book or digital version of £10 hardback book, December 2010
- Expectations of paying less are across the board
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- Figure 69: Price expectations for e-book or digital version of £10 hardback book, by types of book read or listened to, December 2010
- Figure 70: Price expectations for e-book or digital version of £10 hardback book, by most popular attitudes towards buying and reading books, December 2010
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- Figure 71: Price expectations for e-book or digital version of £10 hardback book, by next most popular attitudes towards buying and reading books, December 2010
- Existing e-reader owners’ views reflect reality of situation
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- Figure 72: Price expectations for e-book or digital version of £10 hardback book, by most popular e-reader and other digital devices already own, December 2010
- Future device purchasers expect lower prices
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- Figure 73: Price expectations for e-book or digital version of £10 hardback book, by most popular e-reader and other digital devices would consider buying in future, December 2010
- Figure 74: Price expectations for e-book or digital version of £10 hardback book, by next most popular e-reader and other digital devices would consider buying in future, December 2010
Appendix – Market forecast
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- Figure 75: Forecast value of UK book sales, 2010-15
- Figure 76: Forecast volume of UK book sales, 2010-15
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Appendix – What Type of Books Do People Read or Listen To?
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- Figure 77: Most popular types of book read or listened to, by demographics, December 2010
- Figure 78: Next most popular types of book read or listened to, by demographics, December 2010
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- Figure 79: Most popular types of book read or listened to, by demographics, December 2010
- Figure 80: Next most popular types of book read or listened to, by demographics, December 2010
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- Figure 81: Most popular types of book regularly read or listened to, by demographics, December 2010
- Figure 82: Next most popular types of book regularly read or listened to, by demographics, December 2010
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- Figure 83: Most popular types of book occasionally read or listened to, by demographics, December 2010
- Figure 84: Next most popular types of book occasionally read or listened to, by demographics, December 2010
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- Figure 85: Types of book read or listened to, by most popular types of book read or listened to, December 2010
- Figure 86: Types of book read or listened to, by next most popular types of book read or listened to, December 2010
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- Figure 87: Types of book read or listened to, by most popular types of book regularly read or listened to, December 2010
- Figure 88: Types of book read or listened to, by next most popular types of book regularly read or listened to, December 2010
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- Figure 89: Types of book read or listened to, by most popular types of book occasionally read or listened to, December 2010
- Figure 90: Types of book read or listened to, by next most popular types of book occasionally read or listened to, December 2010
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- Figure 91: Types of book read or listened to, by most popular attitudes towards books and reading in general, December 2010
- Figure 92: Types of book read or listened to, by next most popular attitudes towards books and reading in general, December 2010
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- Figure 93: Types of book read or listened to, by most popular places and times when people read, December 2010
- Figure 94: Types of book read or listened to, by next most popular places and times when people read, December 2010
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- Figure 95: Types of book read or listened to, by other places and times when people read, December 2010
- Figure 96: Types of book read or listened to, by most popular places and times when people regularly read, December 2010
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- Figure 97: Types of book read or listened to, by next most popular places and times when people regularly read, December 2010
- Figure 98: Types of book read or listened to, by other places and times when people regularly read, December 2010
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- Figure 99: Types of book read or listened to, by most popular places and times when people occasionally read, December 2010
- Figure 100: Types of book read or listened to, by next most popular places and times when people occasionally read, December 2010
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- Figure 101: Types of book read or listened to, by other places and times when people occasionally read, December 2010
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Appendix – What Do People Think About Buying and Reading Books?
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- Figure 102: Most popular attitudes towards buying and reading books, by demographics, December 2010
- Figure 103: Next most popular attitudes towards buying and reading books, by demographics, December 2010
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- Figure 104: Attitudes towards buying and reading books, by most popular types of book read or listened to, December 2010
- Figure 105: Attitudes towards buying and reading books, by next most popular types of book read or listened to, December 2010
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- Figure 106: Attitudes towards buying and reading books, by most popular types of book regularly read or listened to, December 2010
- Figure 107: Attitudes towards buying and reading books, by next most popular types of book regularly read or listened to, December 2010
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- Figure 108: Attitudes towards buying and reading books, by most popular types of book occasionally read or listened to, December 2010
- Figure 109: Attitudes towards buying and reading books, by next most popular types of book occasionally read or listened to, December 2010
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- Figure 110: Attitudes towards buying and reading books, by most popular attitudes towards buying and reading books, December 2010
- Figure 111: Attitudes towards buying and reading books, by next most popular attitudes towards buying and reading books, December 2010
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Appendix – What Do People Think About Books and Reading in General?
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- Figure 112: Most popular attitudes towards books and reading in general, by demographics, December 2010
- Figure 113: Next most popular attitudes towards books and reading in general, by demographics, December 2010
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- Figure 114: Attitudes towards books and reading in general, by most popular attitudes towards books and reading in general, December 2010
- Figure 115: Attitudes towards books and reading in general, by next most popular attitudes towards books and reading in general, December 2010
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- Figure 116: Attitudes towards books and reading in general, by most popular types of book read or listened to, December 2010
- Figure 117: Attitudes towards books and reading in general, by next most popular types of book read or listened to, December 2010
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- Figure 118: Attitudes towards books and reading in general, by most popular types of book regularly read or listened to, December 2010
- Figure 119: Attitudes towards books and reading in general, by next most popular types of book regularly read or listened to, December 2010
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- Figure 120: Attitudes towards books and reading in general, by most popular types of book occasionally read or listened to, December 2010
- Figure 121: Attitudes towards books and reading in general, by next most popular types of book occasionally read or listened to, December 2010
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Appendix – Where and When Do People Read?
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- Figure 122: Most popular places and times when people read, by demographics, December 2010
- Figure 123: Next most popular places and times when people read, by demographics, December 2010
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- Figure 124: Other places and times when people read, by demographics, December 2010
- Figure 125: Most popular places and times when people regularly read, by demographics, December 2010
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- Figure 126: Next most popular places and times when people regularly read, by demographics, December 2010
- Figure 127: Other places and times when people regularly read, by demographics, December 2010
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- Figure 128: Most popular places and times when people occasionally read, by demographics, December 2010
- Figure 129: Next most popular places and times when people occasionally read, by demographics, December 2010
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- Figure 130: Other places and times when people occasionally read, by demographics, December 2010
- Figure 131: Places and times when people read, by most popular places and times when people read, December 2010
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- Figure 132: Places and times when people read, by next most popular places and times when people read, December 2010
- Figure 133: Places and times when people read, by other places and times when people read, December 2010
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- Figure 134: Places and times when people read, by most popular types of book read or listened to, December 2010
- Figure 135: Places and times when people read, by next most popular types of book read or listened to, December 2010
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- Figure 136: Places and times when people read, by most popular types of book regularly read or listened to, December 2010
- Figure 137: Places and times when people read, by next most popular types of book regularly read or listened to, December 2010
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- Figure 138: Places and times when people read, by most popular types of book occasionally read or listened to, December 2010
- Figure 139: Places and times when people read, by next most popular types of book occasionally read or listened to, December 2010
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- Figure 140: Places and times when people read, by most popular attitudes towards buying and reading books, December 2010
- Figure 141: Places and times when people read, by next most popular attitudes towards buying and reading books, December 2010
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- Figure 142: Places and times when people read, by most popular attitudes towards books and reading in general, December 2010
- Figure 143: Places and times when people read, by next most popular attitudes towards books and reading in general, December 2010
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Appendix – E-readers and Other Digital Devices: Who Owns and Who Would Like To?
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- Figure 144: Most popular e-reader and other digital devices already own, by demographics, December 2010
- Figure 145: Most popular e-reader and other digital devices would consider buying in future, by demographics, December 2010
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- Figure 146: Next most popular e-reader and other digital devices would consider buying in future, by demographics, December 2010
- Figure 147: Ownership of and interest in purchasing e-readers and other digital devices, by most popular types of book read or listened to, December 2010
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- Figure 148: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular types of book read or listened to, December 2010
- Figure 149: Ownership of and interest in purchasing e-readers and other digital devices, by most popular types of book regularly read or listened to, December 2010
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- Figure 150: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular types of book regularly read or listened to, December 2010
- Figure 151: Ownership of and interest in purchasing e-readers and other digital devices, by most popular types of book occasionally read or listened to, December 2010
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- Figure 152: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular types of book occasionally read or listened to, December 2010
- Figure 153: Ownership of and interest in purchasing e-readers and other digital devices, by most popular places and times when people read regularly, December 2010
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- Figure 154: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular places and times when people read regularly, December 2010
- Figure 155: Ownership of and interest in purchasing e-readers and other digital devices, by other places and times when people read regularly, December 2010
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- Figure 156: Ownership of and interest in purchasing e-readers and other digital devices, by most popular places and times when people read occasionally, December 2010
- Figure 157: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular places and times when people read occasionally, December 2010
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- Figure 158: Ownership of and interest in purchasing e-readers and other digital devices, by other places and times when people read occasionally, December 2010
- Figure 159: Ownership of and interest in purchasing e-readers and other digital devices, by most popular e-reader and other digital devices would consider buying in future, December 2010
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- Figure 160: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular e-reader and other digital devices would consider buying in future, December 2010
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Appendix – How Much Do people Expect to Pay for e-books?
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- Figure 161: Price expectations for e-book or digital version of £10 hardback book, by demographics, December 2010
- Figure 162: Price expectations for e-book or digital version of £10 hardback book, by most popular types of book read or listened to, December 2010
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- Figure 163: Price expectations for e-book or digital version of £10 hardback book, by next most popular types of book read or listened to, December 2010
- Figure 164: Price expectations for e-book or digital version of £10 hardback book, by most popular types of book regularly read or listened to, December 2010
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- Figure 165: Price expectations for e-book or digital version of £10 hardback book, by next most popular types of book regularly read or listened to, December 2010
- Figure 166: Price expectations for e-book or digital version of £10 hardback book, by most popular types of book occasionally read or listened to, December 2010
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- Figure 167: Price expectations for e-book or digital version of £10 hardback book, by next most popular types of book occasionally read or listened to, December 2010
- Figure 168: Price expectations for e-book or digital version of £10 hardback book, by most popular attitudes towards books and reading in general, December 2010
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- Figure 169: Price expectations for e-book or digital version of £10 hardback book, by next most popular attitudes towards books and reading in general, December 2010
- Figure 170: Price expectations for e-book or digital version of £10 hardback book, by most popular places and times when people read, December 2010
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- Figure 171: Price expectations for e-book or digital version of £10 hardback book, by next most popular places and times when people read, December 2010
- Figure 172: Price expectations for e-book or digital version of £10 hardback book, by other places and times when people read, December 2010
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- Figure 173: Price expectations for e-book or digital version of £10 hardback book, by most popular places and times when people read regularly, December 2010
- Figure 174: Price expectations for e-book or digital version of £10 hardback book, by next most popular places and times when people read regularly, December 2010
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- Figure 175: Price expectations for e-book or digital version of £10 hardback book, by other places and times when people read regularly, December 2010
- Figure 176: Price expectations for e-book or digital version of £10 hardback book, by most popular places and times when people read occasionally, December 2010
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- Figure 177: Price expectations for e-book or digital version of £10 hardback book, by next most popular places and times when people read occasionally, December 2010
- Figure 178: Price expectations for e-book or digital version of £10 hardback book, by other places and times when people read occasionally, December 2010
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