Trade E-Book Publishing 2013

Methodology


Executive Summary


Chapter 1: “Short of Expectations”

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 Months
Table 1.2: Paperback Book Consumption vs. E-Books 2012
Table 1.3: U.S. Trade Book and E-Book Net Sales, January - November (2011-2012)



Chapter 2: Trends & User Demographics in the E-Book Marketplace

Introduction
E-Book Consumers vs. Print Book Consumers-and Where They Overlap
Heavy Spenders of E-Books Slipped in 2012
Free E-Books Being Mostly Consumed by Low Spenders
E-Book Buying Habits and the Now-Endangered ‘Post-Holiday Pattern’
Library Use With E-Books Continues as Print Books Hold On
Cost of E-Books Still Ranges While Bestsellers Command High Prices
Cannibalization of Print Books by E-Books Feeding Market Dysfunction
Digital Rights Management, ‘Walled Garden’ Controversy Continues
The Demographics of the Electronic Book Buyer

Gender

Age Group

Marital Status

Children in Household

Employment Status

Educational Attainment

Race Ethnicity

Urban vs. Suburban Locale

Region

By Household Income Bracket

E-Books and the Children’s/YA Segment




Table 2.1: Overview of Book Purchasing Population (U.S. Adults):
Consumer Trends
Table 2.2: Number of E-Books Read in the Past 12 Months (2008-2012)
Table 2.3: Number of E-Books Read in the Past 12 Months
February 2010-February 2013
Table 2.4: Paperback Book Reading Habits (All Adults & E-Book Users) 2012
Table 2.5: Hardcover Book Reading Habits (All Adults & E-Book Users) 2012
Table 2.6: Paperback Book Buying Habits (All Adults & E-Book Users) 2012
Table 2.7: Hardcover Book Buying Habits (All Adults & E-Book Users) 2012
Table 2.8: Amount of Money Spent on E-Books in Last 12 Months
Table 2.9: Number of Free E-Books Acquired in Past 12 Months
February 2010-February 2012
Table 2.10: Number of E-Books Bought in Past 12 Months
February 2010-February 2013
Table 2.11: Sources of Free E-Books 2011-2012
Table 2.12: Overview of Book-Buying Population (U.S. Adults): Price Sensitivity Among All Adults, Buyers, E-Book and Kindle Users
Table 2.13: Average Price, Amazon Kindle Top 100 Bestsellers, 2010-2012
Table 2.14: Overview of Book Purchasing Population (U.S. Adults): Hardcover’s Two-Year Slide
Table 2.15: E-Book Demographics by Gender
Table 2.16: E-Book Demographics by Age Group
Table 2.17: E-Book Demographics by Marital Status
Table 2.18: E-Book Demographics by Children in Household
Table 2.19: E-Book Demographics by Employment Status
Table 2.20: E-Book Demographics by Educational Attainment
Table 2.21: E-Book Demographics by Race/Ethnicity
Table 2.22: E-Book Demographics by Urban vs. Suburban/Rural Locale
Table 2.23: E-Book Demographics by Region
Table 2.24: E-Book Demographics by Household Income Bracket
Table 2.25: Print and Digital Children’s Book Purchases (2010-2013)
Table 2.26: Opinions on Children, Reading Technology (2012)
Table 2.27: Reasons for Buying a Print/Digital Children’s
YA/Book in Last 12 Months (2012-2013)



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, Automobiles and Travel
Looking Ahead




Table 3.1: Overview of Book Purchasing Population General Attitudes:
Any Agree
Table 3.2: Overview of Book Purchasing Population 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 Population 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:
Internet Activity: 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
Table 3.27: Overview of Book Purchasing Population Psychographic Scale:
Outlook On American Economy



Chapter 4: Tablets, E-Readers, Phones: 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 (and Tomorrow)




Table 4.1: PC User Trends (E-Books) February 2010-February 2013
Table 4.2: Mobile Phones User Trends (E-Books) February 2010-February 2013
Table 4.3: iPad Ownership Trends (E-Books) September 2010-February 2013
Table 4.4: iPad User Trends (E-Books) June 2010-February 2013
Table 4.5: Sony Device User Trends (E-Books) February 2010-February 2013
Table 4.6: Amazon Kindle User Trends February 2010-February 2013
Table 4.7: Barnes & Noble Nook User Trends June 2010-February 2013
Table 4.8: Select Current U.S. E-Book Reading Devices, by Launch Date
Table 4.9: E-Book Hardware Use Trends February 2011-February 2013
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
Table 4.14: Devices Used to Read E-Books, 2012
Table 4.15: Projected Devices To be Used To Consume E-Books (2013-2014)



Chapter 5: Recommendations and Forecasts

Forecasts
Recommendations


Table 5.1: Percentage of U.S. Adults Who Will Buy Print and Digital Book (2013 -2015 Projections)
Table 5.2: Devices Used to Read E-Books: 2013–2015 Projections