The Children’s Book Consumer in the Digital Age a joint study with the Association of Booksellers for Children

1. The Children’s Book Consumer in the Digital Agea joint study with the Association of Booksellers for Children 2010-2011

2. Who we are….About the studyWho buys children’s books?

3. Methodology 1,500 consumers in 3 groups • Adult consumers – books 0-6 • Adult consumers – books 7-12 • Teens 13-17 in consumer households 75+ questions Core questions about influences & activities

4. Who buys children’s books? Women buy kid’s books more than 2-to-1

5. Who buys children’s books? People between 18-44 buy 61% of kid’s books

6. Who buys children’s books? Majority of kid’s book consumers are middle class

7. Who buys children’s books? They are better educated & value learning

8. Who buys children’s books? • 6% more likely to play online games • 7% more likely to use social networks • 8% more likely to use online blogs & boards • 10% more likely to listen to digital music • 11% more likely to download a TV show to a PC They are more likely to….. …than adult book consumers

9. The good news: Children’s books are not going anywhere

10. Trend 1: Books & reading are still very important

11. Children 0-6: According to the parent, books remain the most important media in their lives. Scale from 1 to 10, where 10 is most import

12. Even for teens, books rank highly

13. Parents and those close to children are more influential than ever

14. Trend 2: The inner circle of friends & family rules

15. The bullseye pattern of influence websites, advertising friend, relative teacher, librarian Influence declines significantly with each layer parent child Local bookseller favorite author mass media, the world

16. For children’s books it’s local first!

17. The mom and the teacher matter most!

18. Parents, teachers and close friends have major influence on what YA’s read

19. Kid’s book consumers depend heavily on bookstores and librariesBooks that aren’t seen won’t be bought

20. Trend 3: Bookstores and libraries still VERY important

21. 75% of kids’ books are purchased in a store But….

22. Only one-third of children’s books in an average HH are purchased by the family!

23. Bookstores #1 source for discovery for 0-6

24. Bookstores and Libraries also play a key role in discovery for 7-12

25. But, where they are discovering books, and where they are getting them are two different things……

26. Bookstores drop behind libraries & other sources when it comes to acquisition

27. Seeing a book really matters in the children’s marketWhy?

28. Trend 4: Majority of kids’ purchases are impulsive

29. More than 80% of specific children’s purchases were not planned

30. Position in store is critical so books sell themselves

31. Front and Back Cover Matter too!

32. The old paradigm of screen versus book no longer applies

33. Trend 5: Kids are omnivorous consumers of media

34. In the last week, how frequently did your children 0 to 6…..

35. Extent to which children 7-12 go online…

36. It’s not just the kids……

37. Teens are not behaving in the way we have predicted Why?

38. Trend 6: Teens are not universal adopters of technology

39. No surprise: their heavy text-ers and Facebook-ers: but reading ranks high

40. No segment of YA’s are reading ebooks to a large extent, so far.

41. There is a STRONG preference for traditional books

42. YA’s not consistently shopping for books online

43. The bottom line? Teens adopt SOCIAL technology E-books are not social Paper books ARE social

44. A final point….Consumers not getting to publisher & authors sites

45. Key Findings….. • Books & reading are still very important • The inner circle rules—friends & family biggest influence • Bookstores and libraries still play a VERY important role • Majority of children’s book purchases are impulsive • It’s not an “either-or” between digital & reading • Teens are not universal adopters of technology

46. CONCLUSION