Table of Contents
Introduction
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- Definition
- Excluded
- Abbreviations
Executive Summary
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- Market size
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- Figure 1: UK total book market*, by value, 2008-18
- Figure 2: UK consumer book market, by value, 2008-18
- Market drivers
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- Figure 3: Trends in device ownership levels, September 2012 and June 2013
- Companies, products and innovation
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- Figure 4: UK publishers’ value share of total consumer market*, 2012
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- Figure 5: UK publishers’ volume share of digital book sales, 2012
- The consumer
- What kind of books do people buy and read?
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- Figure 6: Book buying and reading habits, July 2013
- Where do people buy books?
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- Figure 7: Source of purchase for books in the past 12 months, July 2013
- Where do people read books?
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- Figure 8: Places where people read books and e-books, July 2013
- What do consumers think about books and e-books?
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- Figure 9: Attitudes towards books and e-books, July 2013
- Factors which would encourage in-store purchase
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- Figure 10: Factors which would encourage in-store purchase rather than online, July 2013
- How do people discover new books?
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- Figure 11: Sources used to find out about new book releases*, July 2013
- What do people think about online retailers?
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- Figure 12: Attitudes towards online retailers, July 2013
- What we think
Issues in the Market
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- Can print and e-books co-exist?
- How important are tablets to the digital reading market?
- How can bookshops resist the onslaught of the online channel?
- How can publishers maximise discovery of new titles?
Trend Application
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- Trend: Minimize Me
- Trend: Influentials
- Mintel Futures: Access Anything, Anywhere
Market Drivers
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- Key points
- Rising digital device ownership drives e-books growth
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- Figure 13: Trends in device ownership levels, September 2012 and June 2013
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- Figure 14: Device purchasing intentions in next three months, April 2013
- Prices take a bashing as battle for e-reader owners’ business intensifies
- Pricing of e-books continues to cause concern
- Apple shaken to the core by trial defeat
- 20p and 99p e-book promotions prove controversial
- VAT rate variations cause retailers bother
- To DRM or not to DRM?
- Child readers seen as an important market for future of book reading
- Self-published books continue to be a popular alternative
- Growth in public transport usage provides more reading opportunities
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- Figure 15: Public transport journeys, 1991/92-2011/12
- Educational attainment correlates with book readership
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- Figure 16: Higher education enrolments*, by level of study, 2007/08-2011/12
- Library closures to impact on book discovery?
- Broadcast media coverage for books on the wane
- Wider economic situation could impact on book buying
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- Figure 17: Trends in inflation and average weekly earnings, January 2008-July 2013
Who’s Innovating?
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- Key points
- Different strategies to improve discoverability
- Random House boosts discovery by building direct reader relationships
- Welsh Book Council seeks to provide route to market for publishers
- Free app hopes to stimulate Edinburgh’s bookshops
- Smashwords launches self-interview tool for authors
- Egmont partners with hotel chain to boost children’s bedtime reading
- Much device innovation focuses on tablets
- Amazon ups the stakes in battle for e-books supremacy
- Different funding models
- Sourcebooks and Wattpad partner in the US
- Wattpad offers authors crowdfunding
- Andrews moves into mainstream publishing with 50/50 profit split offer
- Hewson experiments with audiobook exclusive
Market Size and Forecast
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- Key points
- Digital boosts total book business
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- Figure 18: UK total book market, by value, 2008-18
- Figure 19: UK total sales of print books, by value and volume, 2008-13
- The consumer book market
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- Figure 20: UK consumer book market, by value, 2008-18
- Figure 21: UK total consumer market (TCM) for print books through the retail market, 2008-13
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- Figure 22: UK consumer e-book market, 2008-13
- Future trends
- Forecast
- The total market for books
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- Figure 23: Forecast UK total book market, by value, 2008-18
- The consumer market for books
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- Figure 24: Forecast UK consumer book market, by value, 2008-18
Segment Performance
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- Key points
- Academic/professional outperforms total market in 2012
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- Figure 25: UK total sales of print books*, by value, by segment, 2008-12
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- Figure 26: UK total sales of print books, by volume, by segment, 2008-12
- Figure 27: Trends in the average end consumer price of print books, by segment, 2008-12
- Consumer market has a tougher time
- Paperbacks continue to dominate TCM sales
- Trendwatch: e-books
- The US precedent
Market Share
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- Key points
- Newly merged Penguin Random House seizes clear market leadership
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- Figure 28: UK publishers’ share of total consumer market*, 2011 and 2012
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- Figure 29: UK publishers’ share of digital book sales, 2012
Companies and Products
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- Key points
- Industry overview
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- Figure 30: Trends in the number of UK publishers registering for their first ISBN prefix, 2008-12
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- Figure 31: Number of VAT-registered book publishers, by turnover size band, 2011 and 2012
- Figure 32: Number of VAT-registered book publishers, by employment size band, 2011 and 2012
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- Figure 33: Number of VAT-registered book publishers, by region, 2011 and 2012
- Figure 34: Number of VAT-registered book publishers, by age of business, 2011 and 2012
- Penguin Random House
- Background
- Financial performance
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- Figure 35: The Random House Group Ltd financial results, 2007-11
- Figure 36: The Random House Group Ltd breakdown of turnover, by region, 2007-11
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- Figure 37: Penguin Books Ltd financial results, 2008-12
- Figure 38: Penguin Books Ltd breakdown of turnover, by region, 2008-12
- Recent activity
- Hachette UK
- Background
- Financial performance
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- Figure 39: Financial results of companies comprising Hachette UK, 2007-11
- Recent activity
- HarperCollins
- Background
- Financial performance
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- Figure 40: HarperCollins Publishers Ltd financial results, 2008-12
- Figure 41: HarperCollins Publishers Ltd breakdown of turnover, by region, 2008-12
- Recent activity
- Macmillan Publishers
- Background
- Pan Macmillan
- Palgrave Macmillan
- Macmillan Education
- Financial performance
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- Figure 42: Macmillan Publishers Ltd financial results, 2007-11
- Figure 43: Macmillan Publishers Ltd turnover, by business segment, 2007-11
- Recent activity
- Pearson plc
- Background
- Pearson Education
- Penguin Random House
- Financial performance
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- Figure 44: Pearson plc financial results, 2008-12
- Figure 45: Pearson plc breakdown of revenue, by segment, 2008-12
- Recent activity
- Simon & Schuster
- Background
- Financial performance
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- Figure 46: Simon & Schuster (UK) Ltd financial results, 2007-11
- Figure 47: Simon & Schuster (UK) Ltd breakdown of turnover, by region, 2007-11
- Recent activity
- Bloomsbury
- Background
- Financial performance
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- Figure 48: Bloomsbury Publishing plc financial results, 2008-13
- Figure 49: Bloomsbury Publishing plc breakdown of revenue, by region, 2008-13
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- Figure 50: Bloomsbury Publishing plc breakdown of revenue, by segment, 2008-13
- Recent activity
- Oxford University Press (OUP)
- Background
- Financial performance
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- Figure 51: Oxford University Press financial results, 2008-13
Channels to Market
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- Key points
- Internet now single biggest distribution channel for books
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- Figure 52: Estimated sales of books*, by distribution channel, 2012
- The specialist retailers
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- Figure 53: Brief overview of major bookshops, July 2013
- Waterstones
- WH Smith
- The online retailers
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- Figure 54: Brief overview of other major retailers, July 2013
- Amazon
- Supermarkets keen to capitalise on e-books
- Many independents on the brink
Brand Communication and Promotion
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- Key points
- Top publishers dominate adspend as well
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- Figure 55: Top 20 advertisers in book publishing and retail, 2009-12
- Spend on individual brands is fragmented
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- Figure 56: Top 20 book brands advertised in 2012
- Posters take biggest slice of adspend
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- Figure 57: Book publishing and retail advertising spend, by type of media, 2012
- Events drive sales
- World Book Day targets children
- World Book Night does the same for adults
- Books Are My Bag looks to promote book retailers
- McDonald’s looks to promote children’s reading
- Caboodle aims to stimulate footfall at local bookshops
What Kind of Books Do People Buy and Read?
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- Key points
- Digital closes gap on print as e-books bring in new buyers
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- Figure 58: Book buying and reading habits, July 2013
- Digital reading not just restricted to e-readers
- Women most likely to be book buyers and readers
- Book buyers and readers are affluent
- A third of print buyers have also bought an e-book
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- Figure 59: Book buying and reading habits, by most popular book buying and reading habits, July 2013
Where Do People Buy Books?
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- Key points
- High street sales spread around but online sales are concentrated
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- Figure 60: Source of purchase for books in the past 12 months, July 2013
- Waterstones and WH Smith customer profiles differ
- Tesco is leading supermarket book retailer
- Amazon unchallenged in online channel
- Two thirds of Amazon buyers still buy from high street...
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- Figure 61: Source of in-store purchase for books in the past 12 months, by source of online purchase for books in the past 12 months, July 2013
- ...while six in ten high street buyers also shop at Amazon
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- Figure 62: Source of online purchase for books in the past 12 months, by most popular source of in-store purchase for books in the past 12 months, July 2013
- Figure 63: Source of online purchase for books in the past 12 months, by next most popular source of in-store purchase for books in the past 12 months, July 2013
- Relatively low brand loyalty on the high street
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- Figure 64: Source of in-store purchase for books in the past 12 months, by most popular source of in-store purchase for books in the past 12 months, July 2013
- Figure 65: Source of in-store purchase for books in the past 12 months, by next most popular source of in-store purchase for books in the past 12 months, July 2013
Where Do People Read Books?
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- Key points
- Bed is Britons’ favourite place to read
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- Figure 66: Places where people read books and e-books, July 2013
- Digital devices more likely than average to be used out of home
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- Figure 67: Places where people read books and e-books, by next most popular book reading habits, July 2013
- The Works customers favour reading in bed
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- Figure 68: Places where people read books and e-books, by most popular source of purchase for books in the past 12 months, July 2013
- Figure 69: Places where people read books and e-books, by next most popular source of purchase for books in the past 12 months, July 2013
What Do Consumers Think About Books and e-books?
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- Key points
- Almost half of book readers prefer print books over e-books
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- Figure 70: Attitudes towards books and e-books, July 2013
- Women are strongest advocates of print
- Portability and value are key drivers of e-book adoption
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- Figure 71: Attitudes towards books and e-books, by next most popular book reading habits, July 2013
- Waterstones customers seduced by magic of reading
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- Figure 72: Attitudes towards books and e-books, by most popular source of in-store purchase for books in the past 12 months, July 2013
- Figure 73: Attitudes towards books and e-books, by next most popular source of in-store purchase for books in the past 12 months, July 2013
Which Factors Would Encourage In-store Instead of Online Purchase?
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- Key points
- Deals most likely to encourage in-store purchases
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- Figure 74: Factors which would encourage in-store purchase rather than online, July 2013
- Trade-in facility could help to increase footfall
- Book Tokens: A need to shout louder?
- Men more focused on service than price
- Younger buyers more open to value-adding features
- Waterstones customers particularly value knowledgeable staff
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- Figure 75: Factors which would encourage in-store purchase rather than online, by most popular source of purchase for books in the past 12 months, July 2013
- Figure 76: Factors which would encourage in-store purchase rather than online, by next most popular source of purchase for books in the past 12 months, July 2013
- Amazon customers most likely to shop in-store because of deals
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- Figure 77: Factors which would encourage in-store purchase rather than online, by source of purchase for books in the past 12 months, July 2013
- Paperback buyers most motivated by promotions
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- Figure 78: Factors which would encourage in-store purchase rather than online, by book buying habits, July 2013
How Do People Discover New Books?
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- Key points
- Online vies with word of mouth for lead role in discovery
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- Figure 79: Sources used to find out about new book releases*, July 2013
- Digital buyers have a wider portfolio of sources of information
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- Figure 80: Sources used to find out about new book releases, by most popular book buying habits, July 2013
- In-store book buyers most likely to be kept informed by word of mouth
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- Figure 81: Sources used to find out about new book releases, by most popular source of purchase for books in the past 12 months, July 2013
- Figure 82: Sources used to find out about new book releases, by next most popular source of purchase for books in the past 12 months, July 2013
- Amazon customers more reliant than average on online sources
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- Figure 83: Sources used to find out about new book releases, by source of purchase for books in the past 12 months, July 2013
What Do People Think About Online Retailers?
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- Key points
- Price and convenience seen as main advantages of online channel
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- Figure 84: Attitudes towards online retailers, July 2013
- Algorithms facilitate incremental impulse purchases
- Pricing and choice biggest pluses of online for Waterstones customers
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- Figure 85: Attitudes towards online retailers, by most popular source of in-store purchase for books in the past 12 months, July 2013
- Figure 86: Attitudes towards online retailers, by next most popular source of in-store purchase for books in the past 12 months, July 2013
- Price, deals and choice are key for Amazon customers
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- Figure 87: Attitudes towards online retailers, by source of online purchase for books in the past 12 months, July 2013
Appendix – Market Size Forecast Scenarios
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- Figure 88: UK total book market size forecast scenarios, 2013-18
- Figure 89: UK consumer book market size forecast scenarios, by value, 2013-18
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Appendix – What Kind of Books Do People Buy and Read?
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- Figure 90: Most popular book buying and reading habits, by demographics, July 2013
- Figure 91: Next most popular book buying and reading habits, by demographics, July 2013
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- Figure 92: Other book buying and reading habits, by demographics, July 2013
- Figure 93: Popular book buying and reading habits, by demographics, July 2013
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- Figure 94: Least popular book buying and reading habits, by demographics, July 2013
- Figure 95: Book buying and reading habits, by next most popular book buying and reading habits, July 2013
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- Figure 96: Book buying and reading habits, by other book buying and reading habits, July 2013
- Figure 97: Book buying and reading habits, by popular book buying and reading habits, July 2013
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Appendix – Where Do People Buy Books?
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- Figure 98: Most popular source of purchase for books in the past 12 months – In-store, by demographics, July 2013
- Figure 99: Next most popular source of purchase for books in the past 12 months – In-store, by demographics, July 2013
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- Figure 100: Most popular source of purchase for books in the past 12 months – Online, by demographics, July 2013
- Figure 101: Next most popular source of purchase for books in the past 12 months – Online, by demographics, July 2013
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- Figure 102: Other source of purchase for books in the past 12 months – Online, by demographics, July 2013
- Figure 103: Source of in-store purchase for books in the past 12 months, by most popular book buying and reading habits, July 2013
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- Figure 104: Source of in-store purchase for books in the past 12 months, by next most popular book buying and reading habits, July 2013
- Figure 105: Source of in-store purchase for books in the past 12 months, by other book buying and reading habits, July 2013
- Figure 106: Source of in-store purchase for books in the past 12 months, by popular book buying and reading habits, July 2013
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- Figure 107: Source of online purchase for books in the past 12 months, by most popular book buying and reading habits, July 2013
- Figure 108: Source of online purchase for books in the past 12 months, by next most popular book buying and reading habits, July 2013
- Figure 109: Source of online purchase for books in the past 12 months, by other book buying and reading habits, July 2013
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- Figure 110: Source of online purchase for books in the past 12 months, by popular book buying and reading habits, July 2013
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Appendix – Where Do People Read Books?
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- Figure 111: Most popular places where people read books and e-books, by demographics, July 2013
- Figure 112: Next most popular places where people read books and e-books, by demographics, July 2013
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- Figure 113: Places where people read books and e-books, by most popular book reading habits, July 2013
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Appendix – What Do Consumers Think About Books and e-books?
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- Figure 114: Most popular attitudes towards books and e-books, by demographics, July 2013
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- Figure 115: Next most popular attitudes towards books and e-books, by demographics, July 2013
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- Figure 116: Attitudes towards books and e-books, by most popular book reading habits, July 2013
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- Figure 117: Attitudes towards books and e-books, by most popular book buying habits, July 2013
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- Figure 118: Attitudes towards books and e-books, by next most popular book buying habits, July 2013
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- Figure 119: Attitudes towards books and e-books, by other book buying habits, July 2013
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- Figure 120: Attitudes towards books and e-books, by most popular attitudes towards books and e-books, July 2013
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- Figure 121: Attitudes towards books and e-books, by next most popular attitudes towards books and e-books, July 2013
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Appendix – Which Factors Would Encourage In-store Instead of Online Purchase?
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- Figure 122: Most popular factors which would encourage in-store purchase rather than online, by demographics, July 2013
- Figure 123: Next most popular factors which would encourage in-store purchase rather than online, by demographics, July 2013
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- Figure 124: Factors which would encourage in-store purchase rather than online, by next most popular book buying habits, July 2013
- Figure 125: Factors which would encourage in-store purchase rather than online, by other book buying habits, July 2013
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Appendix – How Do People Discover New Books?
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- Figure 126: Most popular sources used to find out about new book releases, by demographics, July 2013
- Figure 127: Next most popular sources used to find out about new book releases, by demographics, July 2013
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- Figure 128: Other sources used to find out about new book releases, by demographics, July 2013
- Figure 129: Sources used to find out about new book releases, by next most popular book buying habits, July 2013
- Figure 130: Sources used to find out about new book releases, by other book buying habits, July 2013
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- Figure 131: Sources used to find out about new book releases, by most popular book reading habits, July 2013
- Figure 132: Sources used to find out about new book releases, by next most popular book reading habits, July 2013
- Figure 133: Sources used to find out about new book releases, by most popular sources used to find out about new book releases, July 2013
- Figure 134: Sources used to find out about new book releases, by next most popular sources used to find out about new book releases, July 2013
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- Figure 135: Sources used to find out about new book releases, by other sources used to find out about new book releases, July 2013
- Figure 136: Sources used to find out about new book releases, by most popular attitudes towards books and e-books, July 2013
- Figure 137: Sources used to find out about new book releases, by next most popular attitudes towards books and e-books, July 2013
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Appendix – What Do People Think About Online Retailers?
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- Figure 138: Most popular attitudes towards online retailers, by demographics, July 2013
- Figure 139: Next most popular attitudes towards online retailers, by demographics, July 2013
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- Figure 140: Attitudes towards online retailers, by most popular attitudes towards books and e-books, July 2013
- Figure 141: Attitudes towards online retailers, by next most popular attitudes towards books and e-books, July 2013
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