DBW/Verso 2010 book buying behavior study:
3,819 respondents weighted to 18 ages and above; libraries are a significant source 44.7% prefer libraries, women prefer libraries over men. Men buy 5 books a year, women 6, average books borrowed each year is 5; 2009 3% owned ereader in 2010 8% owned ereader; 40% said are unlikely to buy an ereader; ability to pass along ebooks is important to 30% of ereader owners; kindle and sony most popular than men, however Nook is number 2 in ownership; average person bought 2 ebooks a year and 6% purchased 13% or more ebooks per year; 23% prefer dedicated ereader, 18% laptop desktop computer, 8% mobile device and tablet 8%; seems be a hybrid market as 30% of ereaders owners buy 13 or more print books a year and 23% of ereaders purchase 13 or more ebooks per year; 80% of ereader owners said would purchase ebooks from local indie if they had competitive pricing
BISG study on consumer attitude towards ebook reading:
Fourth fielding of their study; 20% of reader are “power” ebook buyers; emerging ebook power buyer is age 30 to 44, predominantly female, fully employed and retired people are much less of a buyer; large growth curve at front end, power buyers come into market from about a year ago; maturing ebook market that is being more reflective of what the typical print book market is; core ebook buyer looks like core print book buyer; units purchased are up but not compensating in revenue doe to lower prices of ebooks; riste in ebook units is not offsetting the cannibalism of print; people who buy ebooks tend to buy fewer hardcovers and paperbacks; no question that e is cannibalizing print; dedicated readers are predominant followed by desktop or laptop computers followed by tablets and then smartphones; tablets are growing in non-fiction area but not in fiction; Nook and iPad are battling for market share; B&N is strengthening its no 2 position in downloads of ebooks; no significant growth tin the iBook store whose growth has been flat since launch; Nook owners seem to be the “most satisfied” with their device as opposed to Kindle and other others; “free” is critical in the purchasing role – free chapter, free read a part online, online book reviews play an important part; when first get a device the owner downloads vs. purchases is 50/50; for ebook buyer impulse buying is important and percentages are pretty similar to those who buy at brick and mortar
Consumer trends in ebook readership using multi-function devices:
surveyed 300 people; top 3 reasons to read on device: convenience for traveling, ease of purchasing ebooks, backlit screen; most common occasions for reading are traveling, waiting for appointment, to relax; 66% read more since have ebooks on devices, 89% are more likely to read more ebooks in future and 46% are inspired to read more print books after reading ebooks; 65% consume both free and purchased ebooks; for those who read both 57% read purchased and 43% read free; only 18% of readers reading only purchased ebooks; 73% buy ebooks from Amazon; seem to be two profiles of people who read on multi-function devices – the avid reader and the renewed reader who is re-introduced to books. Avid reader: female, reading is her favorite hobby, uses multifunction device primarily to read books, preferred device is iPad, backlight is important as is book pricing. Renewed reader: male, likes Android devices, is driven by the device and reading is an entertainment outlet rather than a hobby.
Will see a comfortable rate of growth to what we’ve seen so far: yes, growth pattern will be maintained; will double readers of ebooks; data shows that 8% were new readers; publishers should look at new markets for growth, such as novellas or other things that don’t make a good print book
Will readers continue to consume both print and ebooks: suspect that core readers gravitate more to ebooks and start dropping print
Do free ebooks stimulate sales: not enough research, but some numbers indicate that they are a gateway product for purchases. For renewed readers the gateway effect seems to be important. Gateway gets blocked when experience is seamless, for example Adobe DRM, which is one reason for the success of the Kindle which is much simpler to use.