Trends in Trade Book Retailing 2012
Now in its fourth edition, Trends in Trade Book Retailing has cemented its place as the trusted tool for anyone following the publishing industry. The report predicted the problems of the now-defunct Borders Group. It discussed the issue and implications of physical stores ‘showrooming’ e-books before the term became commonplace. Only buyers of this report will know what to expect next.
Trends in Trade Book Retailing 2012 compiles nationally representative consumer data on who is buying books, what they are buying and where they are buying them. This new edition goes even further than before in its demographic and psychographic overview by presenting, for the first time, five-year trend information on bookstore, online and ‘other’ channels is available, displaying just what kind of road each segment of bookselling is traveling—and what kind of market share each may be heading for in the future.
This report also goes beyond its original focus by presenting data on e-book buying trends as well: new to this edition is 2012 data showing where e-book users have bought their e-books, with Amazon, Apple’s iBookstore and Barnes & Noble’s channels among the retailers singled out by this exclusive analysis.
In addition to compiling trusted nationally representative data from Experian Simmons for this analysis, Simba has also used its own proprietary analysis of the print book and e-book marketplace to present a comprehensive review of the state of book retailing that just isn’t available anywhere else.
It has never been more important for publishers, retailers, investors, consultants and anyone with a stake in the media industry to understand to how consumers get content and what extent they are taking to e-books. Reserve your copy of this vital tool today.
Trends in Trade Book Retailing 2012 compiles nationally representative consumer data on who is buying books, what they are buying and where they are buying them. This new edition goes even further than before in its demographic and psychographic overview by presenting, for the first time, five-year trend information on bookstore, online and ‘other’ channels is available, displaying just what kind of road each segment of bookselling is traveling—and what kind of market share each may be heading for in the future.
This report also goes beyond its original focus by presenting data on e-book buying trends as well: new to this edition is 2012 data showing where e-book users have bought their e-books, with Amazon, Apple’s iBookstore and Barnes & Noble’s channels among the retailers singled out by this exclusive analysis.
In addition to compiling trusted nationally representative data from Experian Simmons for this analysis, Simba has also used its own proprietary analysis of the print book and e-book marketplace to present a comprehensive review of the state of book retailing that just isn’t available anywhere else.
It has never been more important for publishers, retailers, investors, consultants and anyone with a stake in the media industry to understand to how consumers get content and what extent they are taking to e-books. Reserve your copy of this vital tool today.
METHODOLOGY
CHAPTER 1: INTRODUCTION1
Introduction
CHAPTER 2: CHANNEL TRENDS & DEMOGRAPHICS
Introduction
Estimated Size of the Book Market (Retail Level)
Book Consumption Trends
The Four Channels
Other Trends and Challenges in Book Retailing
Demographic Data and the Channels
Gender
Age
Race19
Region and Metro Markets
Education Level
Employment Status
Household Income
Marital Status
No. of People in Household
No. of Children in Household
Age of Children in Household
Type and Value of Residence
Table 2.1: Overview of Book Purchasing Population (U.S. Adults): Consumers Who Did/Did Not Buy a Book in Previous 12 Months
Table 2.2: Overview of Book Purchasing Population (U.S. Adults): Format Trends
Table 2.3: Overview of Book Purchasing Population (U.S. Adults): Buying Books as Gifts
Table 2.4: Overview of Book Purchasing Population (U.S. Adults): Customer Trends
Table 2.5: Overview of Book Purchasing Population (U.S. Adults): Sales Channel Trends
Table 2.6: Overview of Book Purchasing Population (U.S. Adults): The Channels Crossed Against Themselves
Table 2.7: Overview of Book Purchasing Population (U.S. Adults): Channel Allocations: Type of Book Purchased
Table 2.8: Overview of Book Purchasing Population (U.S. Adults): Channel Allocation: No. of Hardcover Books Purchased
Table 2.9: Overview of Book Purchasing Population (U.S. Adults): Channel Allocation: No. of Paperback Books Purchased
Table 2.10: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Gender
Table 2.11: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Age
Table 2.12: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Race
Table 2.13: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Region
Table 2.14: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Metro Markets
Table 2.15: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Education Level
Table 2.16: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Employment Status
Table 2.17: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Employed Adults in HH
Table 2.18: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Household Income
Table 2.19: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Marital Status
Table 2.20: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by No. of People in Household
Table 2.21: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Age of Children in Household
Table 2.22: Overview of Book Purchasing Population (U.S. Adults): Channel Allocation by Children/No Children in Household
Table 2.23: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Type of Residence
CHAPTER 3: BOOKSTORE PERFORMANCE AND CHALLENGES
Introduction
The Importance of Bookstores Over Other Channels
Bookstore Trends
Superstores and Small-Format Store Closings
Performance and Outlook of the Big Three Chains
Barnes & Noble
Books-A-Million
Operating Performances at the Big Two Chains
Independent Booksellers and Their Role with Electronic Books
Table 3.1: Chain, Independent Bookstore, and Used/Swap Bookstore Purchase Habits, 2012
Table 3.2: Five-Year Trend: Bookstore Book Buyers (2008-2012)
Table 3.3: Five-Year Trend: Bookstore Only Book Buyers (2008-2012)
Table 3.4: Bookstore Users Key Statistics and Demographics
Table 3.5: Bookstore ONLY Users Key Statistics and Demographics
Table 3.6: Number of Super Store Outlets, 2007-2011
Table 3.7: Growth in Superstore Sales, Major Retail Chains, 2007-2012
Table 3.8: Books-A-Million Revenue Allocation
Table 3.9: Bookstore Chains’ Operating Performance, 2007-2012
Table 3.10: Who is the Most Common/Least Common Customer at your Store?
Table 3.11: Tools Used by Independent Bookstores, 2011
Table 3.12: To what extent do you know anyone who has bought the following e-reading devices?
Table 3.13: Independent Bookstores and E-Book Sales (Q1 2012 vs. Q1 2011)
Table 3.14: Bookstore Customers Post E-Reader Print Book Buying Habits
Table 3.15: ‘Showrooming’ Customer Traffic Among bookstores
Table 3.16: How was the first four months of 2010 at your store compared to the same period 2009?
Table 3.17: How was the first four months of 2011 at your store compared to the same period 2010?
Table 3.18: How was the first four months of 2012 at your store compared to the same period 2011?
CHAPTER 4: INTERNET RETAILING AND E-BOOKS
Introduction
Amazon.com
Barnes & Noble and Bokks-A-Million
Online Sales and Purveyance of Used Books
E-Books
Online Book Buyer Characteristics
Online ONLY Book Buyer Characteristics
Table 4.1: Five-Year Trend: Online Book Buyers (2008-2012)
Table 4.2: Five-Year Trend: Online Only Book Buyers (2008-2012)
Table 4.3: Amazon’s Net Sales and Total Media Sales Growth, Q1 2007 vs. Q1 2012
Table 4.4: Amazon’s Media Sales vs. Electronics Sales as a Percentage of Total Sales, Q1 2007 vs. Q1 2012
Table 4.5: Amazon Users and Books
Table 4.6: Amazon and Multiple Book Buyers
Table 4.7: Amazon and Cross Channel Book Purchasing
Table 4.8: Amazon Users and E-Book Devices
Table 4.9: New and Used Print Book Purchase Trends 2012
Table 4.10: Devices Used to Read E-Books, 208-2011
Table 4.11: E-Book Purchasing Locations, 2012
Table 4.12: Online Book Buyers: Key Statistics and Demographics
Table 4.13: Online ONLY Book Buyers: Key Statistics and Demographics
CHAPTER 5: THE GROWTH OF NON-BOOKSTORE RETAILERS AND THEIR IMPACT
Introduction
Overview of ‘Other’ Buyers
Table 5.1: Number of Stores, Big Three vs. Big Box
Table 5.2: Price Comparison of the Top 10 Bestselling Books at Select Stores, July 2012
Table 5.3: Five-Year Trend: ‘Other’ Book Buyers (2008-2012)
Table 5.4: Five-Year Trend: ‘Other’ ONLY Book Buyers (2008-2012)
Table 5.5: “Other” Users Key Statistics and Demographics
CHAPTER 6: CONSUMER PSYCHOGRAPHICS
Introduction
Table 6.1: Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of the Internet By Channel, Any Agree
Table 6.2: Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Television, By Channel
Table 6.3: Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions on Cell Phones, By Channel
Table 6.4: Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Advertising, By Channel
Table 6.5: Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Shopping, By Channel (Strongly Agree)
Table 6.6: Overview of Book Purchasing Population (U.S. Adults): Impulse Shopping Habits, By Channel
CHAPTER 7: CONCLUSIONS AND RECOMMENDATIONS
Introduction
Recommendations
CHAPTER 8: CHANNEL PROFILES
Introduction
Table 8.1: Book Club Users: Key Statistics and Demographics
Table 8.2: Book Store Users: Key Statistics and Demographics
Table 8.3: Book Store ONLY Users: Key Statistics and Demographics
Table 8.4: Online Book Buyers: Key Statistics and Demographics
Table 8.5: Online ONLY Users: Key Statistics and Demographics
Table 8.6: “Other” Users: Key Statistics and Demographics
Profiles of Leading Booksellers
Amazon.com, Inc.
Barnes & Noble Inc.
Books-A-Million
CHAPTER 1: INTRODUCTION1
Introduction
CHAPTER 2: CHANNEL TRENDS & DEMOGRAPHICS
Introduction
Estimated Size of the Book Market (Retail Level)
Book Consumption Trends
The Four Channels
Other Trends and Challenges in Book Retailing
Demographic Data and the Channels
Gender
Age
Race19
Region and Metro Markets
Education Level
Employment Status
Household Income
Marital Status
No. of People in Household
No. of Children in Household
Age of Children in Household
Type and Value of Residence
Table 2.1: Overview of Book Purchasing Population (U.S. Adults): Consumers Who Did/Did Not Buy a Book in Previous 12 Months
Table 2.2: Overview of Book Purchasing Population (U.S. Adults): Format Trends
Table 2.3: Overview of Book Purchasing Population (U.S. Adults): Buying Books as Gifts
Table 2.4: Overview of Book Purchasing Population (U.S. Adults): Customer Trends
Table 2.5: Overview of Book Purchasing Population (U.S. Adults): Sales Channel Trends
Table 2.6: Overview of Book Purchasing Population (U.S. Adults): The Channels Crossed Against Themselves
Table 2.7: Overview of Book Purchasing Population (U.S. Adults): Channel Allocations: Type of Book Purchased
Table 2.8: Overview of Book Purchasing Population (U.S. Adults): Channel Allocation: No. of Hardcover Books Purchased
Table 2.9: Overview of Book Purchasing Population (U.S. Adults): Channel Allocation: No. of Paperback Books Purchased
Table 2.10: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Gender
Table 2.11: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Age
Table 2.12: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Race
Table 2.13: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Region
Table 2.14: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Metro Markets
Table 2.15: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Education Level
Table 2.16: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Employment Status
Table 2.17: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Employed Adults in HH
Table 2.18: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Household Income
Table 2.19: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Marital Status
Table 2.20: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by No. of People in Household
Table 2.21: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Age of Children in Household
Table 2.22: Overview of Book Purchasing Population (U.S. Adults): Channel Allocation by Children/No Children in Household
Table 2.23: Overview of Book Purchasing Population (U.S. Adults): Channel Preferences by Type of Residence
CHAPTER 3: BOOKSTORE PERFORMANCE AND CHALLENGES
Introduction
The Importance of Bookstores Over Other Channels
Bookstore Trends
Superstores and Small-Format Store Closings
Performance and Outlook of the Big Three Chains
Barnes & Noble
Books-A-Million
Operating Performances at the Big Two Chains
Independent Booksellers and Their Role with Electronic Books
Table 3.1: Chain, Independent Bookstore, and Used/Swap Bookstore Purchase Habits, 2012
Table 3.2: Five-Year Trend: Bookstore Book Buyers (2008-2012)
Table 3.3: Five-Year Trend: Bookstore Only Book Buyers (2008-2012)
Table 3.4: Bookstore Users Key Statistics and Demographics
Table 3.5: Bookstore ONLY Users Key Statistics and Demographics
Table 3.6: Number of Super Store Outlets, 2007-2011
Table 3.7: Growth in Superstore Sales, Major Retail Chains, 2007-2012
Table 3.8: Books-A-Million Revenue Allocation
Table 3.9: Bookstore Chains’ Operating Performance, 2007-2012
Table 3.10: Who is the Most Common/Least Common Customer at your Store?
Table 3.11: Tools Used by Independent Bookstores, 2011
Table 3.12: To what extent do you know anyone who has bought the following e-reading devices?
Table 3.13: Independent Bookstores and E-Book Sales (Q1 2012 vs. Q1 2011)
Table 3.14: Bookstore Customers Post E-Reader Print Book Buying Habits
Table 3.15: ‘Showrooming’ Customer Traffic Among bookstores
Table 3.16: How was the first four months of 2010 at your store compared to the same period 2009?
Table 3.17: How was the first four months of 2011 at your store compared to the same period 2010?
Table 3.18: How was the first four months of 2012 at your store compared to the same period 2011?
CHAPTER 4: INTERNET RETAILING AND E-BOOKS
Introduction
Amazon.com
Barnes & Noble and Bokks-A-Million
Online Sales and Purveyance of Used Books
E-Books
Online Book Buyer Characteristics
Online ONLY Book Buyer Characteristics
Table 4.1: Five-Year Trend: Online Book Buyers (2008-2012)
Table 4.2: Five-Year Trend: Online Only Book Buyers (2008-2012)
Table 4.3: Amazon’s Net Sales and Total Media Sales Growth, Q1 2007 vs. Q1 2012
Table 4.4: Amazon’s Media Sales vs. Electronics Sales as a Percentage of Total Sales, Q1 2007 vs. Q1 2012
Table 4.5: Amazon Users and Books
Table 4.6: Amazon and Multiple Book Buyers
Table 4.7: Amazon and Cross Channel Book Purchasing
Table 4.8: Amazon Users and E-Book Devices
Table 4.9: New and Used Print Book Purchase Trends 2012
Table 4.10: Devices Used to Read E-Books, 208-2011
Table 4.11: E-Book Purchasing Locations, 2012
Table 4.12: Online Book Buyers: Key Statistics and Demographics
Table 4.13: Online ONLY Book Buyers: Key Statistics and Demographics
CHAPTER 5: THE GROWTH OF NON-BOOKSTORE RETAILERS AND THEIR IMPACT
Introduction
Overview of ‘Other’ Buyers
Table 5.1: Number of Stores, Big Three vs. Big Box
Table 5.2: Price Comparison of the Top 10 Bestselling Books at Select Stores, July 2012
Table 5.3: Five-Year Trend: ‘Other’ Book Buyers (2008-2012)
Table 5.4: Five-Year Trend: ‘Other’ ONLY Book Buyers (2008-2012)
Table 5.5: “Other” Users Key Statistics and Demographics
CHAPTER 6: CONSUMER PSYCHOGRAPHICS
Introduction
Table 6.1: Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of the Internet By Channel, Any Agree
Table 6.2: Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Television, By Channel
Table 6.3: Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions on Cell Phones, By Channel
Table 6.4: Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Advertising, By Channel
Table 6.5: Overview of Book Purchasing Population (U.S. Adults): Attitudes and Opinions of Shopping, By Channel (Strongly Agree)
Table 6.6: Overview of Book Purchasing Population (U.S. Adults): Impulse Shopping Habits, By Channel
CHAPTER 7: CONCLUSIONS AND RECOMMENDATIONS
Introduction
Recommendations
CHAPTER 8: CHANNEL PROFILES
Introduction
Table 8.1: Book Club Users: Key Statistics and Demographics
Table 8.2: Book Store Users: Key Statistics and Demographics
Table 8.3: Book Store ONLY Users: Key Statistics and Demographics
Table 8.4: Online Book Buyers: Key Statistics and Demographics
Table 8.5: Online ONLY Users: Key Statistics and Demographics
Table 8.6: “Other” Users: Key Statistics and Demographics
Profiles of Leading Booksellers
Amazon.com, Inc.
Barnes & Noble Inc.
Books-A-Million
