Trade E-Book Publishing 2012
Since 2009, Simba Information has presented its groundbreaking Trade E-Book Publishing series, and for Trade E-Book Publishing 2012 Simba continues its tradition of providing independent research and vital analysis about this fast-changing market continues.
Through a nationally representative survey of U.S. adults administered multiple times per year, Simba establishes the history of e-books and e-readers and makes projections on the future of both. Trends on e-books read, bought and acquired for free are showcased along with demographic intelligence about the e-book consumer—including gender, age, household income, education level and more. Unlike other research sources, Trade E-Book Publishing precisely measures the commitment consumers have to digital content by making the distinction between those who merely read and those who buy before drilling down for further analysis. Data on e-book prices is again included, and in this edition is augmented by compelling figures revealing how much consumers have actually spent on e-books in the past year.
Simba, which has a long history in e-books, puts context in the market by revealing what percentage of U.S. adults buy print books as well as e-books, and for the first time Simba asks the most recent sample whether childrens/YA e-books have been purchased in the past year. Additionally, the report offers critical psychographic analysis of e-book users.
The highly sought after hardware data has also become even more valuable in this edition thanks to new trend information on some of the most popular e-book hardware lines like the iPad, Kindle and Nook devices - and reveals some surprising data on what proportion of iPad owners do not read e-books. Because the hardware data changes constantly, Simba will present an addendum to buyers of this report, an update during the third quarter of 2012 – guaranteeing you the most up-to-date intelligence available.
With over 65 charts, Trade E-Book Publishing 2012 is the resource for anyone who wants to understand how the e-book market and the consumers within really function. Get your copy today.
Through a nationally representative survey of U.S. adults administered multiple times per year, Simba establishes the history of e-books and e-readers and makes projections on the future of both. Trends on e-books read, bought and acquired for free are showcased along with demographic intelligence about the e-book consumer—including gender, age, household income, education level and more. Unlike other research sources, Trade E-Book Publishing precisely measures the commitment consumers have to digital content by making the distinction between those who merely read and those who buy before drilling down for further analysis. Data on e-book prices is again included, and in this edition is augmented by compelling figures revealing how much consumers have actually spent on e-books in the past year.
Simba, which has a long history in e-books, puts context in the market by revealing what percentage of U.S. adults buy print books as well as e-books, and for the first time Simba asks the most recent sample whether childrens/YA e-books have been purchased in the past year. Additionally, the report offers critical psychographic analysis of e-book users.
The highly sought after hardware data has also become even more valuable in this edition thanks to new trend information on some of the most popular e-book hardware lines like the iPad, Kindle and Nook devices - and reveals some surprising data on what proportion of iPad owners do not read e-books. Because the hardware data changes constantly, Simba will present an addendum to buyers of this report, an update during the third quarter of 2012 – guaranteeing you the most up-to-date intelligence available.
With over 65 charts, Trade E-Book Publishing 2012 is the resource for anyone who wants to understand how the e-book market and the consumers within really function. Get your copy today.
METHODOLOGY
EXECUTIVE SUMMARY
CHAPTER 1: STRATEGIC EXPLORATION
Introduction
Do you Read E-Books?: Yes or No
The Scale of the Market
Table 1.1: E-Book Overview: Percentage of U.S. Adults Who Have Read/Purchased an E-Book in the Last 12 Month
Table 1.2: Paperback Book Consumption vs. E-Books 2011
Table 1.3: Total U.S. Trade Book and Electronic Book Net Sales, 2005-2011
CHAPTER 2: TRENDS & USER DEMOGRAPHICS IN THE E-BOOK MARKETPLACE
Introduction
Consumption Trends of E-Book Consumers vs. Print Book Consumers
10% of E-Book Users Inactive at Any Given Time
One in Four E-Book Users Spent More Than $50 on Content in 2011
E-Book Buying Habits and The Post Holiday Pattern
Free E-Books Raising Questions
Library Use With E-Books Continues As Print Books Decline
Price of E-Books Still Low, Still Subject to Debate
E-Books Continue to Cannibalize Print
Digital Rights Management Controversy Continues
The Demographics of the Electronic Book Buyer
Gender
Age Group
Marital Status
Children in Household
By Employment Status
Educational Attainment
Race Ethnicity
Urban vs. Suburban Locale
By Household Income Bracket
E-Books and the Childrens/YA Segment
Table 2.1: Overview of Book Purchasing Population (U.S. Adults): 2010-2011 Print Book Purchasing Trends
Table 2.2: Number of E-Books Read in the Past 12 Months (2008-2011)
Table 2.3: Number of E-Books Read in the Past 12 Months February 2010-February 2012
Table 2.4: Amount of Money Spent on E-Books in Last 12 Months
Table 2.5: Number of E-Books Bought in Past 12 Months February 2010-February 2012
Table 2.6: Number of Free E-Books Acquired in Past 12 Months February 2010-February 2012
Table 2.7: Sources of Free E-Books (Past 12 Months)
Table 2.8: Overview of Book Purchasing Population (U.S. Adults): Price Sensitivity Among All Adults, Book Buyers, E-Book and Kindle Users
Table 2.9: Average Price, Amazon Kindle Top 100 Bestsellers, 2010-2011
Table 2.10: Overview of Book Purchasing Population (U.S. Adults): Hardcover’s Two-Year Slide
Table 2.11: E-Book Demographics by Gender
Table 2.12: E-Book Demographics by Age Group
Table 2.13: E-Book Demographics by Marital Status
Table 2.14: E-Book Demographics by Children in Household
Table 2.15: E-Book Demographics by Employment Status
Table 2.16: E-Book Demographics by Educational Attainment
Table 2.17: E-Book Demographics by Race/Ethnicity
Table 2.18: E-Book Demographics by Suburban/Rural Locale
Table 2.19: E-Book Demographics by Household Income Bracket
Table 2.20: Print and Digital Children’s Book Purchases (2011)
Table 2.21: Opinions on Children, Reading and Technology
Table 2.22: Opinions on Children, Reading and Technology (All Adults, E-Book Users and iPad Owners) Any Agree
CHAPTER 3: OVERVIEW OF E-BOOK USERS: PSYCHOGRAPHIC DETAILS
E-Book User’s Involvement With Social Media
E-Book User’s Involvement With Other Media
E-Book Users and The Internet
E-Book Users and High Tech
E-Book Users and Cell Phones
Shopping and Consumer Behavior
E-Book Users and Receptivity to Advertising
E-Book Users and Automobiles
E-Book Users and Other Travel
Looking Ahead
Table 3.1: Overview of Book Purchasing Population General Attitudes: Any Agree
Table 3.2: Overview of Book Purchasing Psychographic Scale: Health and Image Leader
Table 3.3: Overview of Book Purchasing Population: E-Book User Involvement with Social Media: Any Agree
Table 3.4: Overview of Book Purchasing Population Psychographic Scale: Newspaper and Radio Involvement
Table 3.5: Overview of Book Purchasing Population Psychographic Scale: Television and Magazine Involvement
Table 3.6: Overview of Book Purchasing Internet Life: Any Agree
Table 3.7: Overview of Book Purchasing Population Psychographic Scale: Internet Activity
Table 3.8: Overview of Book Purchasing Population Psychographic Scale: News Seeking
Table 3.9: Overview of Book Purchasing Population Psychographic Scale: Research/Information Gathering
Table 3.10: Overview of Book Purchasing Population High Tech: Any Agree
Table 3.11: Overview of Book Purchasing Population Psychographic Scale: Early Adopter
Table 3.12: Overview of Book Purchasing Population Psychographic Scale: Tech Shy
Table 3.13: Overview of Book Purchasing Population Cell Phones: Attitudes & Opinions: Any Agree
Table 3.14: Overview of Book Purchasing Population Psychographic Scale: Traditional Mobile Use
Table 3.15: Overview of Book Purchasing Population Psychographic Scale: Focus on Mobile Features
Table 3.16: Overview of Book Purchasing Population Shopping Behavior: Any Agree
Table 3.17: Overview of Book Purchasing Population Shopping and Consumer Products: Any Agree
Table 3.18: Overview of Book Purchasing Population Advertising: Any Agree
Table 3.19: Overview of Book Purchasing Population Psychographic Scale: Advertising Receptivity
Table 3.20: Overview of Book Purchasing Population Psychographic Scale: Advertising Negativity
Table 3.21: Overview of Book Purchasing Population Video Advertisements Noticed in the Past 30 Days
Table 3.22: Overview of Book Purchasing Population Non-Video Advertisements Noticed in the Past 30 Days
Table 3.23: Overview of Book Purchasing Population Opinions About Automobiles: Any Agree
Table 3.24: Overview of Book Purchasing Population Travel: Any Agree
Table 3.25: Overview of Book Purchasing Population Economic Outlook: Better/Worse Off Now vs. 12 months Ago
Table 3.26: Overview of Book Purchasing Population Psychographic Scale: Financially Better/Worse for Next 12 months Ago
Table 3.27: Overview of Book Purchasing Population Psychographic Scale: Outlook On American Economy
CHAPTER 4: IPAD, KINDLE NOOK, PC: TRENDS FOR E-BOOK HARDWARE
Introduction
The Evolution of E-Book Formats
The Hardware
The Personal Computer
Mobile Phone or PDA
Apple’s iPhone and iPod Touch
Apple’s iPad and other Tablets
Dedicated Reading Devices
The Future of Dedicated Devices
The Most Popular Devices Today
Table 4.1: PC User Trends (E-Books) February 2010-February 2012
Table 4.2: Mobile Phones User Trends (E-Books) February 2010-February 2012
Table 4.3: iPad Ownership Trends (E-Books) September 2010-February 2012
Table 4.4: iPad User Trends (E-Books) June 2010-February 2012
Table 4.5: Sony Device User Trends (E-Books) February 2010-February 2012
Table 4.6: Amazon Kindle User Trends February 2010-February 2012
Table 4.7: Barnes & Noble Nook User Trends June 2010-February 2012
Table 4.8: Select Current U.S. E-Book Reading Devices, by Launch Date
Table 4.9: E-Book Hardware Use Trends February 2011 vs. February 2012
Table 4.10: Devices Used to Read E-Books, 2008
Table 4.11: Devices Used to Read E-Books, 2009
Table 4.12: Devices Used to Read E-Books, 2010
Table 4.13: Devices Used to Read E-Books, 2011
CHAPTER 5: RECOMMENDATIONS AND FORECASTS
Forecasts
Recommendations
Table 5.1: Percentage of U.S. Adults Who Will Buy Print and Digital Book (2012 -2014 Projections)
Table 5.2: Devices Used to Read E-Books: 2012–2014 Projections
EXECUTIVE SUMMARY
CHAPTER 1: STRATEGIC EXPLORATION
Introduction
Do you Read E-Books?: Yes or No
The Scale of the Market
Table 1.1: E-Book Overview: Percentage of U.S. Adults Who Have Read/Purchased an E-Book in the Last 12 Month
Table 1.2: Paperback Book Consumption vs. E-Books 2011
Table 1.3: Total U.S. Trade Book and Electronic Book Net Sales, 2005-2011
CHAPTER 2: TRENDS & USER DEMOGRAPHICS IN THE E-BOOK MARKETPLACE
Introduction
Consumption Trends of E-Book Consumers vs. Print Book Consumers
10% of E-Book Users Inactive at Any Given Time
One in Four E-Book Users Spent More Than $50 on Content in 2011
E-Book Buying Habits and The Post Holiday Pattern
Free E-Books Raising Questions
Library Use With E-Books Continues As Print Books Decline
Price of E-Books Still Low, Still Subject to Debate
E-Books Continue to Cannibalize Print
Digital Rights Management Controversy Continues
The Demographics of the Electronic Book Buyer
Gender
Age Group
Marital Status
Children in Household
By Employment Status
Educational Attainment
Race Ethnicity
Urban vs. Suburban Locale
By Household Income Bracket
E-Books and the Childrens/YA Segment
Table 2.1: Overview of Book Purchasing Population (U.S. Adults): 2010-2011 Print Book Purchasing Trends
Table 2.2: Number of E-Books Read in the Past 12 Months (2008-2011)
Table 2.3: Number of E-Books Read in the Past 12 Months February 2010-February 2012
Table 2.4: Amount of Money Spent on E-Books in Last 12 Months
Table 2.5: Number of E-Books Bought in Past 12 Months February 2010-February 2012
Table 2.6: Number of Free E-Books Acquired in Past 12 Months February 2010-February 2012
Table 2.7: Sources of Free E-Books (Past 12 Months)
Table 2.8: Overview of Book Purchasing Population (U.S. Adults): Price Sensitivity Among All Adults, Book Buyers, E-Book and Kindle Users
Table 2.9: Average Price, Amazon Kindle Top 100 Bestsellers, 2010-2011
Table 2.10: Overview of Book Purchasing Population (U.S. Adults): Hardcover’s Two-Year Slide
Table 2.11: E-Book Demographics by Gender
Table 2.12: E-Book Demographics by Age Group
Table 2.13: E-Book Demographics by Marital Status
Table 2.14: E-Book Demographics by Children in Household
Table 2.15: E-Book Demographics by Employment Status
Table 2.16: E-Book Demographics by Educational Attainment
Table 2.17: E-Book Demographics by Race/Ethnicity
Table 2.18: E-Book Demographics by Suburban/Rural Locale
Table 2.19: E-Book Demographics by Household Income Bracket
Table 2.20: Print and Digital Children’s Book Purchases (2011)
Table 2.21: Opinions on Children, Reading and Technology
Table 2.22: Opinions on Children, Reading and Technology (All Adults, E-Book Users and iPad Owners) Any Agree
CHAPTER 3: OVERVIEW OF E-BOOK USERS: PSYCHOGRAPHIC DETAILS
E-Book User’s Involvement With Social Media
E-Book User’s Involvement With Other Media
E-Book Users and The Internet
E-Book Users and High Tech
E-Book Users and Cell Phones
Shopping and Consumer Behavior
E-Book Users and Receptivity to Advertising
E-Book Users and Automobiles
E-Book Users and Other Travel
Looking Ahead
Table 3.1: Overview of Book Purchasing Population General Attitudes: Any Agree
Table 3.2: Overview of Book Purchasing Psychographic Scale: Health and Image Leader
Table 3.3: Overview of Book Purchasing Population: E-Book User Involvement with Social Media: Any Agree
Table 3.4: Overview of Book Purchasing Population Psychographic Scale: Newspaper and Radio Involvement
Table 3.5: Overview of Book Purchasing Population Psychographic Scale: Television and Magazine Involvement
Table 3.6: Overview of Book Purchasing Internet Life: Any Agree
Table 3.7: Overview of Book Purchasing Population Psychographic Scale: Internet Activity
Table 3.8: Overview of Book Purchasing Population Psychographic Scale: News Seeking
Table 3.9: Overview of Book Purchasing Population Psychographic Scale: Research/Information Gathering
Table 3.10: Overview of Book Purchasing Population High Tech: Any Agree
Table 3.11: Overview of Book Purchasing Population Psychographic Scale: Early Adopter
Table 3.12: Overview of Book Purchasing Population Psychographic Scale: Tech Shy
Table 3.13: Overview of Book Purchasing Population Cell Phones: Attitudes & Opinions: Any Agree
Table 3.14: Overview of Book Purchasing Population Psychographic Scale: Traditional Mobile Use
Table 3.15: Overview of Book Purchasing Population Psychographic Scale: Focus on Mobile Features
Table 3.16: Overview of Book Purchasing Population Shopping Behavior: Any Agree
Table 3.17: Overview of Book Purchasing Population Shopping and Consumer Products: Any Agree
Table 3.18: Overview of Book Purchasing Population Advertising: Any Agree
Table 3.19: Overview of Book Purchasing Population Psychographic Scale: Advertising Receptivity
Table 3.20: Overview of Book Purchasing Population Psychographic Scale: Advertising Negativity
Table 3.21: Overview of Book Purchasing Population Video Advertisements Noticed in the Past 30 Days
Table 3.22: Overview of Book Purchasing Population Non-Video Advertisements Noticed in the Past 30 Days
Table 3.23: Overview of Book Purchasing Population Opinions About Automobiles: Any Agree
Table 3.24: Overview of Book Purchasing Population Travel: Any Agree
Table 3.25: Overview of Book Purchasing Population Economic Outlook: Better/Worse Off Now vs. 12 months Ago
Table 3.26: Overview of Book Purchasing Population Psychographic Scale: Financially Better/Worse for Next 12 months Ago
Table 3.27: Overview of Book Purchasing Population Psychographic Scale: Outlook On American Economy
CHAPTER 4: IPAD, KINDLE NOOK, PC: TRENDS FOR E-BOOK HARDWARE
Introduction
The Evolution of E-Book Formats
The Hardware
The Personal Computer
Mobile Phone or PDA
Apple’s iPhone and iPod Touch
Apple’s iPad and other Tablets
Dedicated Reading Devices
The Future of Dedicated Devices
The Most Popular Devices Today
Table 4.1: PC User Trends (E-Books) February 2010-February 2012
Table 4.2: Mobile Phones User Trends (E-Books) February 2010-February 2012
Table 4.3: iPad Ownership Trends (E-Books) September 2010-February 2012
Table 4.4: iPad User Trends (E-Books) June 2010-February 2012
Table 4.5: Sony Device User Trends (E-Books) February 2010-February 2012
Table 4.6: Amazon Kindle User Trends February 2010-February 2012
Table 4.7: Barnes & Noble Nook User Trends June 2010-February 2012
Table 4.8: Select Current U.S. E-Book Reading Devices, by Launch Date
Table 4.9: E-Book Hardware Use Trends February 2011 vs. February 2012
Table 4.10: Devices Used to Read E-Books, 2008
Table 4.11: Devices Used to Read E-Books, 2009
Table 4.12: Devices Used to Read E-Books, 2010
Table 4.13: Devices Used to Read E-Books, 2011
CHAPTER 5: RECOMMENDATIONS AND FORECASTS
Forecasts
Recommendations
Table 5.1: Percentage of U.S. Adults Who Will Buy Print and Digital Book (2012 -2014 Projections)
Table 5.2: Devices Used to Read E-Books: 2012–2014 Projections
