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.

Chapter 1: Introduction

Introduction

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

Race

Region and Metro Markets

Education Level

Employment Status

Household Income

Marital Status 24

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

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?

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

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

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

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

Amazon.com, Inc.

Barnes & Noble Inc.

Books-A-Million