Table of Contents
Introduction
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- Definitions
- Exchange rates
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Value of the consumer books and e-books market, 2009 - 2019
- Market factors
- e-reader purchases are tailing off as Kindle competitors shut down
- e-book price dispute between Amazon and publishers may boost self-published author rates
- UK and US retailers focus on delivery and indie feel
- Companies and products
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- Figure 2: Publisher revenue from sale of consumer print books, 2013
- The consumer
- Book formats consumers buy
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- Figure 3: Book formats consumers buy, April 2014
- How consumers read books
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- Figure 4: How consumers read books, April 2014
- Retailers used to buy books
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- Figure 5: Retailers used to purchase print books, April 2014
- Figure 6: Retailers used to purchase e-books, April 2014
- Attitudes towards buying books
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- Figure 7: How consumers choose which format to buy, April 2014
- Figure 8: Attitudes towards buying books and e-books, April 2014
- Attitudes towards spending money on e-books
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- Figure 9: Attitudes towards spending money on e-books, April 2014
- Reasons consumers have not purchased books
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- Figure 10: Reasons for not having purchased books or e-books, April 2014
- What we think
Issues and Insights
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- Men read less than women
- The facts
- The implications
- It’s becoming difficult to navigate existing book catalogues
- The facts
- The implications
Trend Application
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- Trend: FSTR HYPR
- Trend: Attention Economy
Market Drivers
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- Key points
- Kindle is the last e-reader standing as tablets increase in popularity
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- Figure 11: Household and personal ownership of computing technology, November 2009-July 2014
- e-book price dispute between Amazon and publishers may boost self-published author rates
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- Figure 12: Amazon US genre bestsellers by format, February 2014
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- Figure 13: Estimated Amazon US e-book genre bestseller metric breakdown by publisher type, February 2014
- Kindle Unlimited promotes “Netflix-for-books”
- UK and US retailers focus on delivery and indie feel
- Crowdfunded books gain pace
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- Figure 14: Kickstarter total launched projects per category, and category project success rate, July 2014
Who’s Innovating?
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- Key points
- Kindle Unlimited brings all-you-can-eat model to e-readers.
- Google’s same day delivery bests Amazon Prime
- Zoobean provides personalised book recommendations for parents
- Poptropica app modernises adventurous narrative discovery site
Market Size, Forecast and Channels
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- Key points
- Total consumer market hovering before growth
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- Figure 15: Value of total consumer market book sales, 2009-19
- Figure 16: Value of total consumer market print book sales, 2009-19
- Figure 17: Value of total consumer market e-book sales, 2009-19
- Forecasts
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- Figure 18: Forecast value of books and e-books sales, 2009-19
- Figure 19: Forecast value of books and e-books sales, 2009-19
- Figure 20: Forecast value of books and e-books sales, 2009-19
Market Share and Segmentation
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- Key points
- Penguin Random House retains market control
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- Figure 21: Publisher revenue from sale of consumer print books, 2011 - 2013
- e-book sales increase slowly
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- Figure 22: Big Five* volume digital sales, 2011 - 2013
- Figure 23: Total publisher UK volume sales by physical and digital, 2013
- Fifty Shades of Grey continues to distort 2012’s figures
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- Figure 24: Total domestic and export publisher sales of physical and digital books, by net invoiced value, by segment, 2009 - 2013
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- Figure 25: Total domestic and export publisher sales of physical books, by net invoiced value, by segment, 2009 - 2013
- Figure 26: Total domestic and export publisher sales of digital books, by net invoiced value, by segment, 2009 - 2013
- Figure 27: Total domestic and export net invoiced digital value as a proportion of net invoiced total value, by segment, 2009 - 2013
Companies and Products
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- Penguin Random House
- Background
- Company financials and strategy
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- Figure 28: Penguin Random House revenue, 2012-13
- Hachette
- Background
- Financials and strategy
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- Figure 29: Hachette Livre financial data (€), 2012-13
- Figure 30: e-book share of Hachette Livre’s total sales, 2008-13
- Figure 31: Hachette revenue breakdown by territory, 2011-13
- HarperCollins
- Background
- Financials and strategy
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- Figure 32: HarperCollins UK financial data, 2012-13
- Macmillan Publishers
- Background
- Financials and strategy
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- Figure 33: Macmillan publishers UK financial data, 2011-12
- Figure 34: Macmillan global revenue breakdown, 2011-12
- Simon & Schuster
- Background
- Financials and strategy
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- Figure 35: Simon & Schuster UK financial data, 2011-12
- Figure 36: Simon & Schuster UK geographical revenue, 2011 - 2012
Brand Communication and Promotion
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- Key points
- Sainsbury’s Bumper Book of Summer promotion pushes it to second spot
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- Figure 37: Top 10 advertisers of print books, by 2013 adspend, 2010-13
- Figure 38: Print book adspend by media type, 2013
The Consumer – Book Formats Consumers Buy
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- Key points
- Almost seven in ten buy print books
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- Figure 39: Consumer book purchases, April 2014
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- Figure 40: Consumer book purchases, (Nets), April 2014
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- Figure 41: Consumer book purchases, by age, April 2014
- Quarter of e-reader owners have not bought e-books
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- Figure 42: Purchase of paperbacks and e-books in the last 12 months, by device ownership, April 2014
- Over half of e-book buyers also bought paperback book
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- Figure 43: Book purchases by book purchases, April 2013
The Consumer – How Consumers Read Books
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- Key points:
- More people have read than bought a print book
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- Figure 44: How consumers read books, April 2014
- Under half of consumers read print books exclusively
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- Figure 45: Consumers who read in exclusive formats, by all consumers and all book buyers, April 2014
- e-readers reflect greater female interest in reading
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- Figure 46: Book purchases in the last 12 months, by gender, April 2014
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- Figure 47: How consumers read books, by gender, April 2014
- Reasonably high computer reading suggests potential success for subscription services
- Desktop readers the most likely to have bought many book formats
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- Figure 48: Purchase of books in the last 12 months, by how consumers read books, April 2014
- e-book readers still likely to read paperbacks
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- Figure 49: Cross-format reading, April 2014
The Consumer – Retailers Used to Buy Books
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- Key points
- Consumers stay single-channel to buy print books
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- Figure 50: Retailers used to purchase print books, April 2014
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- Figure 51: Retailers used to purchase print books either in-store or online, April 2014
- Little brand exclusivity as buyers shop around
- e-books dominated by Amazon
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- Figure 52: Retailers used to purchase e-books, April 2014
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- Figure 53: Purchase of e-books from digital-only and bricks and mortar stores, by age, April 2014
The Consumer – Attitudes towards Buying Books and e-Books
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- Key points
- Four in ten choose format based on price alone
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- Figure 54: How consumers choose which format to buy, April 2014
- High format crossover explained by circumstance
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- Figure 55: Attitudes towards buying books and e-books, April 2014
- Book quality influences purchases for a fifth
The Consumer – Attitudes towards Spending Money on e-Books
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- Key points
- A third of e-book buyers prefer print books
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- Figure 56: Attitudes towards spending money on e-books, April 2014
- Boost in reading does not spill over to print books
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- Figure 57: Purchases made in the last 12 months, by attitudes towards spending money on e-books, April 2014
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- Figure 58: Book formats read in the last 12 months, by attitudes towards spending money on e-books, April 2014
- A fifth buy e-books to maximise e-reader value
The Consumer – Reasons Consumers Have Not Bought Books
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- Key points:
- One third of consumers not interested in reading
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- Figure 59: Reasons consumers give for not having purchased books or e-books in the last 12 months, April 2014
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- Figure 60: Reasons consumers have not bought books in the last 12 months, by gender, April 2014
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- Figure 61: Reasons consumers have not bought books in the last 12 months, by gender, April 2014
- Low library usage among non-buyers
- Consumers indicate they have too many books
Appendix – Market Size and Forecast
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- Figure 62: Total books and e-books market best and worst case forecast, 2014 - 2019
- Figure 63: Print books best and worst case forecast, 2014 - 2019
- Figure 64: E-books best and worst case forecast, 2014 - 2019
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Appendix – The Consumer – Book Formats Consumers Buy
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- Figure 65: Consumer book purchases, April 2014
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- Figure 66: Most popular consumer book purchases, by demographics, April 2014
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- Figure 67: Next most popular consumer book purchases, by demographics, April 2014
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- Figure 68: Least popular consumer book purchases, by demographics, April 2014
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- Figure 69: How consumers choose which format to buy, April 2014
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- Figure 70: Consumer book purchases, April 2014
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- Figure 71: Consumer reading habits, by consumer book purchases, April 2014
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- Figure 72: Retailers used to purchase e-books, by consumer book purchases – In-store, April 2014
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Appendix - The Consumer – How Consumers Read Books
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- Figure 73: Consumer reading habits, April 2014
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- Figure 74: Consumer reading habits, by demographics, April 2014
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- Figure 75: Consumer book purchases, by consumer reading habits, April 2014
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- Figure 76: Consumer reading habits, by consumer reading habits, April 2014
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- Figure 77: Retailers used to purchase e-books, by consumer reading habits, April 2014
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- Figure 78: Consumer book purchases, by most popular retailers used to purchase e-books, April 2014
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- Figure 79: Consumer book purchases, by least popular retailers used to purchase e-books, April 2014
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Appendix – The Consumer – Retailers Used to Buy Books
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- Figure 80: Retailers used to buy print books, April 2014
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- Figure 81: Most popular retailers used to buy print books – Online or in store, by demographics, April 2014
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- Figure 82: Next most popular retailers used to buy print books – Online or instore, by demographics, April 2014
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- Figure 83: Most popular retailers used to buy print books – In-store, by demographics, April 2014
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- Figure 84: Next most popular retailers used to buy print books – In-store, by demographics, April 2014
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- Figure 85: Most popular retailers used to buy print books – Online, by demographics, April 2014
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- Figure 86: Next most popular retailers used to buy print books – Online, by demographics, April 2014
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- Figure 87: Retailers used to purchase e-books, April 2014
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- Figure 88: Most popular retailers used to purchase e-books, by demographics, April 2014
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- Figure 89: Next most popular retailers used to purchase e-books, by demographics, April 2014
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- Figure 90: Least popular retailers used to purchase e-books, by demographics, April 2014
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- Figure 91: Retailers used to buy audiobooks, April 2014
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Appendix – The Consumer – Attitudes towards Buying Books and e-Books
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- Figure 92: Attitude towards and print books and e-books, April 2014
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- Figure 93: Most popular attitude towards and print books and e-books, by demographics, April 2014
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- Figure 94: Next most popular attitude towards and print books and e-books, by demographics, April 2014
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- Figure 95: Consumer book purchases, by attitudes towards spending money on books and e-books, April 2014
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- Figure 96: Consumer reading habits, by other attitudes towards spending money on books and e-books, April 2014
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Appendix – The Consumer – Attitudes towards Spending Money on e-books
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- Figure 97: Attitudes towards spending money on books and e-books, April 2014
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- Figure 98: Attitudes towards spending money on books and e-books, by demographics, April 2014
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Appendix – The Consumer – Reasons Consumers Have Not Bought Books
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- Figure 99: Attitudes of non-book buyers, April 2014
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- Figure 100: Most popular attitudes of non-book buyers, by demographics, April 2014
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- Figure 101: Next most popular attitudes of non-book buyers, by demographics, April 2014
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- Figure 102: Consumer reading habits, by attitudes of non-book buyers, April 2014
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- Figure 103: Attitudes of non-book buyers, by attitudes of non-books buyers April 2014
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