The way students learn and instructors teach is undergoing a radical shift, and the role of the traditional print "textbook" as the foundational tool for instruction is changing along with the traditional publishing model. To help shed light on these changes, BISG's Student Attitudes Toward Content in Higher Education survey continues to provide a baseline for tracking the rapid evolution underway in the higher education market. Join Nadine Vassallo, BISG's Project Manager of Research and Information, as she shares data from the most recent volume of Student Attitudes, providing an up-to-the-moment analysis of the current behavioral trends that will inform the development of the higher education industry, and learn more about how Student Attitudes can offer your practical guidance for refining your business strategies in an ever-shifting marketplace.

1. THE BOOK INDUSTRY
BY THE NUMBERS
BISG Webcast | March 18, 2014
Student Attitudes Toward Content in
Higher Education, Volume 4
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2. @BISG
…all participant phone lines have been muted.
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along via Chat.
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…we’re recording today’s session for on-
demand viewing.
Please note…

3. Hello.
Today’s speaker is:
Nadine Vassallo
Project Manager, Research & Information
BISG
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4. @BISG

5. UNDERSTANDING
THE STUDENT
CONSUMER
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6. Ongoing, twice-annual survey of US
college students
Includes two-year, four-year, private,
public, and for-profit institutions
Featuring four years of trend data,
from 2010-2013
Accompanied by a once-annual survey
of higher ed faculty
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7. Thanks to our sponsors!
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8. The Fate of the Textbook
0%
10%
20%
30%
40%
50%
60%
70%
80%
Fall 2010 Spring
2011
Fall 2011 Spring
2012
Fall 2012 Spring
2013
Fall 2013
@BISG

9. Required Course Materials
0% 10% 20% 30% 40% 50% 60% 70%
Other
Open educational resources used
Materials assembled in course pack
One or more textbooks recommended
Materials provided through ILS
No formal course materials
One or more textbooks required
Fall 2013
@BISG

10. Required Course Materials
0% 20% 40% 60% 80%
Other
Open educational resources used
Materials assembled in course pack
One or more textbooks recommended
Materials provided through ILS
No formal course materials
One or more textbooks required
Fall 2013 Fall 2012 Fall 2011
@BISG

11. WHAT DO FACULTY THINK?
Required Course Materials
0 0.2 0.4 0.6 0.8 1
Other
Open educational resources used
Materials assembled in course pack
One or more textbooks recommended
Materials provided through ILS
No formal course materials
One or more textbooks required
STUDENTS FACULTY
0% 20% 40% 60% 80% 100%
@BISG

12. Students Prefer Print
56%
16%
15%
6%
7%
Print textbook
Digital textbook
Print textbook
including online
supplements
Digital textbook
including online system
No preference
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13. Why Print?
0% 20% 40% 60% 80% 100%
Poor experience with digital
Privacy concerns
Can share/copy
Don't have device
Can keep at end of semester
Buyback options
Ease of bookmarking/highlighting
Prefer look/feel of print
Fall 2013
@BISG

14. Acquisition Process
0% 10% 20% 30% 40% 50%
Try to get by without it
Buy digital book
Rent digital book
Rent physical book
Buy physical book and sell it back
Buy physical book and keep it after
semester ends
Fall 2013 Fall 2012
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15. Purchase Sources
0%
10%
20%
30%
40%
50%
60%
Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013
Campus bookstore (on-site or website)
Other bookstore (on-site or website)
Amazon
All other sources
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16. Textbook Rental
0%
5%
10%
15%
20%
25%
Spring 2012 Fall 2012 Spring 2013 Fall 2013
Rent physical book Rent digital book
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17. Textbook Rental
0%
5%
10%
15%
20%
25%
30%
35%
40%
Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013
Chegg Campus AND other local bookstores B&N.com Amazon.com
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18. Acquisition Process
0% 10% 20% 30% 40% 50% 60% 70% 80%
Supplemental materials
Availability/in stock
Delivery speed
Condition
Delivery cost
Price
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19. Used Market Impact
69%
25%
6%
I'm willing to get textbooks at the lowest cost, even if it means
purchasing older editions.
Agree
Disagree
Don't know
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20. Price
55%
40%
5%
Textbook prices are reasonable, considering their value.
Disagree
Agree
Don't know
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21. Illicit Acquisition Behaviors
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013
Photocopied/scanned content from other students
Downloaded digital content from other students
Acquired content from pirate website
Acquired international versions of texts
@BISG

22. WHAT DO FACULTY THINK?
Illicit Acquisition Behaviors
0% 10% 20% 30% 40%
Downloading digital textbook content
from other students
Downloading other course material from
other students
Downloading course materials from a
Website not specifically authorized by…
Buying or acquiring international
versions of textbooks
Buying or acquiring textbooks from a
pirate Website
Photocopying or scanning chapters of
textbooks from other students
June 2013 Feb. 2012
@BISG

23. Illicit Acquisition Behaviors
0% 10% 20% 30% 40% 50%
Family member
Newspaper article
Instructor
A website
Another student
Friend or roommate
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24. Illicit Acquisition Behaviors
0% 10% 20% 30% 40%
My parents can't pay for books
My friends do it
Student loans are too high
Instructor doesn't use book enough
Have low income/budget for books
New textbooks are too expensive
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25. Attitudes Toward Copyright
0% 10% 20% 30% 40% 50% 60%
Other books
Textbooks
Television
Film
Games
Music
Not at all To a limited extent To a large extent
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26. Attitudes Toward Copyright
0% 20% 40% 60% 80% 100%
Acquired international versions of
texts
Acquired content from pirate
website
Downloaded digital content from
other students
Photocopied/scanned content
from other students
"Not at all" Survey Average
@BISG

27. Going Digital
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Fall 2010 Spring
2011
Fall 2011 Spring
2012
Fall 2012 Spring
2013
Fall 2013
Digital Textbook Purchases (Past 2 Years)
@BISG

28. Going Digital
0% 10% 20% 30% 40% 50% 60% 70%
Has taken a course using McGraw-Hill…
Has taken a course using Cengage MindTap
Has taken a course using Wiley Plus
Has taken a course using Pearson Mastering
Has taken a course using Pearson MyLab
Prefers online courses
Pays for most of own course materials
MBA student
Senior/4th year student
Junior/3rd year student
Attending 4-year college or university
SURVEY AVERAGE
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29. Device Ownership
0%
10%
20%
30%
40%
50%
60%
70%
80%
Fall 2011 Spring 2012 Fall 2012 Spring 2013 Fall 2013
Laptop/netbook Smartphone Desktop computer
iPad Kindle Fire
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30. Device Use
0%
10%
20%
30%
40%
50%
60%
70%
80%
Spring 2012 Fall 2012 Spring 2013 Fall 2013
Laptop/netbook Desktop computer Tablet
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31. 63% of students who purchased
a digital text were satisfied with
the price they paid…
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32. 63% of students who purchased
a digital text were satisfied with
the price they paid…
compare that with 43% of print
textbook purchasers.
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33. Integrated Learning Systems
“…adapts to the needs and styles of
individual students using learning-based
algorithms, simulations, and discovery
exercises. An ILS blends traditional
textbook content with online resources
and makes extensive use of assessments
to measure learning outcomes.”
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34. Integrated Learning Systems
Don’t know
N/A
Helpful
Online homework
Blackboard
Useful
Annoying
Supplements
Tools
Great
E-Books
MyMathLab
Website
Extras
Online stuff
WASTE OF MY MONEY!
Useless
Google
Software
Digital book
ECompanion
Mastering
Wiley Plus
Study Aids
Course pack
Work
Aplia
Frustrating
? Class site
OK
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35. Over half of students surveyed
have now taken at least one
course using an ILS.
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36. Integrated Learning Systems
0% 10% 20% 30% 40% 50% 60% 70%
To what extent did it help improve
your grade?
To what extent did it help your
studying?
To what extent have you used the
ILS?
To a large extent Somewhat Not much
@BISG

37. The majority of faculty members
(56%) indicate they are solely
responsible for selecting
materials for their classes.
@BISG

38. Faculty Influence
31%
50%
19%
How likely would you be to purchase digital course materials if
the instructor recommended them and provided URL?
Very Likely
Likely
Unlikely
@BISG

39. WHAT DO FACULTY THINK?
Course Material Selection
0% 20% 40% 60% 80% 100%
Use of an Integrated Learning System
(e.g., WileyPlus, Pearson…
Availability of online
quizzing, tutoring, self-assessments…
Service provided by the publisher
Good teaching aids for instructors
Low cost to students
Pedagogy within the textbook
Experience with a previous edition
June 2013 Feb. 2012
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40. WHAT DO FACULTY THINK?
Integrated Learning Systems
0% 20% 40% 60% 80% 100%
Not sure
No, I am not likely to teach a
course using an ILS within the next
year
Yes, I am likely to teach a course
using an ILS within the next year
Yes, I have taught a course making extensive use of an ILS
No, I have not taught a course making extensive use of an ILS
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41. WHAT DO FACULTY THINK?

42. Price & Value
78%
14%
8%
I would spend money on learning solution that improves my
results by 1 letter grade or more.
Agree
Disagree
Don't know
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43. Price & Value
73%
18%
9%
I would spend money on a learning solution that reduces my study
time by 25%.
Agree
Disagree
Don't know
@BISG

44. Students are willing to spend…
on products they perceive
as having value.
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45. Value =
Increased Studying Efficiency
or Improved Grades
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46. Student Attitudes, Volume
4, Survey 2 is in the field now!
Also coming soon: Digital
Books and the New
Subscription Economy.
@BISG

47. Thanks for listening!
Nadine Vassallo
Project Manager, Research &
Information
BISG
nadine@bisg.org