5. Dedicated eReaders are the device of choice in the US
Source: BISG Consumer Attitudes Study
6. And dedicated eReaders have now surpassed PCs as device
used most often in UK Chart Title
60 Dedicated e-reader
Device used most often PC (desktop, laptop, netbook)
60 50
iPad/other tablet
40 Smartphone
50
Axis Title
30
40
20
30
10
20 0
Aug 2010 Feb 2011 Nov 2011 Mar 2012
10
Axis Title
0
Aug 2010 Feb 2011 Nov 2011 Mar 2012
Source: Bowker Understanding the Digital Consumer
14. GeM Details & Methodology
• 10 country study:
Australia, Brazil, France, Germany, India, Japan, South
Korea, Spain UK and USA
• Conducted online
• Country sample* of >1000 persons 18+, designed and
weighted to be representative of the adult population in
terms of age, sex and region
• So effectively only represents the populations with Internet
access in each country
• Fielded in early 2012
* India this was confined to the main cities
16. World-Wide eBook penetration
Est. % of total pop
Country Total pop % with internet purchased ebook
use
m % %
Australia 22 89.8 19
Brazil 203 37.4 7
France 65 69.5 3
Germany 82 79.9 10
India 1189 10.2 2
Japan 127 80.0 6
South Korea 49 82.7 12
Spain 47 62.2 8
UK 62 82.0 17
USA 313 78.3 16
17. World-Wide eBook penetration
% of respondents purchasing eBook in past 6 months
24
21 21
20
18
14
13 13
8
5
Australia Brazil France Germany India Japan S. Korea Spain UK USA
Base: All online adults
18. Free as a driver in emerging markets
% of respondents downloading FREE eBook in past 6 months
53
47
42
32 33
30
25
23
11 11
Base: All online adults
19. Penetration Findings
• Much of the world is on par now with US in
access to and experience with eBooks
• ‘Free’ in emerging markets still major source of
access to eBooks
• High-tech countries do not always equate to
high eBook penetration – e.g. France and
Japan
• While only ~2% of Indian population has
purchased an eBook – that number is > UK with
17% penetration
21. Future digital behaviour – buying of ebooks
Very likely (4) Fairly likely (3)
29
31
23
17 16
14
21
14
29
12 23
9 18 17 16
15
10 9
6 4
Australia Brazil France Germany India Japan S. Korea Spain UK USA
Base: All online adults
22. Future digital behaviour – downloading free
ebooks
Very likely (4) Fairly likely (3)
25 28
33
28
22
19
54 17
19 52
17
34
24 15 25 22 20
17
11
6
Australia Brazil France Germany India Japan S. Korea Spain UK USA
Base: All online adults
23. Future digital behavior – no interest
Country No interest past or
future - %
Australia 45
Brazil 16
France 66
Germany 56
India 11
Japan 72
South Korea 26
Spain 38
UK 52
USA 59
29. Indian eBook buyer profile
• Male – 58%
• 25 – 34 years of age – 34%
• Lives in city
• College Grad
• Works Full Time
30. Brazilian eBook buyer profile
• Female – 52%
• 25 – 34 years of age – 36%
• Lives in city
• College Grad
• Works Full Time
31. UK eBook buyer profile
• Female – 56%
• 55+ years of age – 33%
• Lives in small town/rural
• College Grad
• Works Full Time
>25% not working
32. German eBook buyer profile
• Male – 67%
• 55 + years of age – 28%
• Lives in city
• College Grad
• Works Full Time
33. Closing thoughts…
• Other countries are fast catching the US up in their per capita
use and desire to read eBooks – but will they follow the same
pattern? Or will new models emerge?
• Amazon plays a central role in US and UK eBook
distribution, but other world regions tend to be more
fractured…for now
• Education and business genres are important in emerging
world countries versus leisure genres in traditional Anglo
markets
• As devices become more affordable and content more
pervasive to emerging economies…but will they have the
infrastructure to make eBooks more available beyond a select
few?
34. GeM reports available :
All Country Comparison free report
available now from participants:
Angela Bole, Book Industry Study Group
+1 646-336-7141 x11 or angela@bisg.org
John Wicker, Tata Consultancy Services
+1-973-452-7120 or john.wicker@tcs.com
Jo Henry, Bowker Market Research
0207 831 1782 / jo@bookmarketing.co.uk
Edoardo Bottai, A.T. Kearney
+39 3493982741 or
Edoardo.bottai@atkearney.com
Individual country reports available from
Bowker Market Research:
£499 / $795 each
Notas del editor
Is this where we are? Is the line curving up? Let’s go to the data.
The data shows a slightly different story. To be clear, there was growth. But as 2011 wore on, the curve flattened out.
Is this where we are? Is the line curving up? Let’s go to the data.
Is this where we are? Is the line curving up? Let’s go to the data.
Is this where we are? Is the line curving up? Let’s go to the data.
Let’s look first at ebook penetration within the different populations. You will see here that it varies from 10% in India to 90% in Australia – the highest among this sample. So that if you extrapolate from the % of the internet population who say they have purchased an ebook in the six months prior to interview back to the total population, this ranges from 19% of Australians to 2% of Indians.
Among online adults (18+), however, we can see that the greatest percentage of ebook buyers among the sample was in India, at 24% just ahead of Australia, the UK and the USA. Bringing up the rear are Japan and France. The Japanese figures might seem strange, as this is a market that has been very receptive to manga, often read on a mobile device. However, the answer to this probably lies in our definition of an ebook as: A complete book in digital format, read on either a dedicated ereader or a multifunction electronic device.
We see free econtent is an important driver to engage potential buyers in the ebook market. As you’ll see here, over half the Indian respondents have downloaded a free ebook in the last six months, with the Brazilian and South Korean markets almost as active.
So, what does this show? That there are quite a number of countries round the world who are up there with the US – traditionally seen as a leader in this market – on their experience of and desire for ebooks. But being a high tech country does not necessarily equate into being an ebook ready country – see France and Japan. And whilst only 2% of the India population has so far purchased an ebook, with their huge population the number of people who have done so are much greater than those in the UK, where penetration is so much higher.
We asked about people’s intention to pay for digital content in the future. The numbers of people buying an ebook in Australia, UK and USA could grow by around 50%: from around 20% to around 30% doing so by the second half of the year. France looks set to overtake Japan in ebook adoption – but at still quite a low level (albeit with high growth rates). India and Brazil are the most involved countries, with the proportion buying an ebook in India set to double, and in Brazil to triple, over the next six months, to over 50% of the online population in both cases.
And there’s a similar pattern for future free downloading too, with over three-quarters of those in Brazil and India saying they are likely to download an ebook for free in the next six months.
Japan at 72% and France at 66% have the greater proportion who have no interest, past or future, in downloading e books, with India, Brazil the most interested overall – and some of the more mature markets (USA, UK) showing a potential to slow down.
We have a very crowded ebook reader market.....
and we have seen in both the UK and the US growth when a new ereader launches – and particular growth around the Christmas peaks
The devices used for ereading varies hugely by country: we can see that India and Brazil are still relying heavily on pcs and laptops, with tablet use greatest in the USA and France, followed by Australia. Smartphone are important to S. Korea, whilst the dedicated ereading device has made a big impact in both the US and the US, but has yet to do so in many other markets.
Not surprisingly, the dominance of dedicated ereaders (Kindles) results in Amazon dominating the US and the UK ebook markets too – used most often as their source of purchase by around two-thirds of ebook buyers. Amazon is important to all markets except S. Korea and Brazil. Other countries have very varied patterns: for example, India’s main source is publishers websites, while in France the websites of high street chains slightly outperform Amazon.