Posted Friday, April 05, 2013
As E-Book Market Evolves, Correlation Between Genre Preference and Device Selection is Revealed, Says New BISG Study
E-Book Buyers Continue to Shift from Dedicated E-Readers to TabletsNew York, NY (April 5, 2013) -- Multi-function tablets have become consumers' preferred e-reading devices, overtaking dedicated e-readers for the first time, according to the Book Industry Study Group (BISG)'s closely watched Consumer Attitudes Toward E-Book Reading survey, an ongoing study powered by Bowker Market Research. Results from the first installment in Volume Four of the survey show 44 percent of e-book readers prefer a tablet, up from 37 percent in the August 2012 survey. During the same period, respondents' choice of a dedicated e-reader fell from 49 percent to 42 percent. The study suggests the trend will continue as respondents' intent to purchase a dedicated e-reader has dropped, while intent to purchase has remained consistent for tablets, at about 37 percent.
"Like so many other changes in e-book consumption, the move toward tablets developed very rapidly," said Angela Bole, BISG's Deputy Executive Director. "This ongoing survey provides an opportunity for companies in the book business to stay ahead of these trends as they emerge."
Understanding device choice is important as the survey reveals further correlation between device choice and genre preference, with certain fiction genres continuing to dominate on dedicated e-readers, while some specialized nonfiction genres perform better on other devices. For example, those who prefer dedicated e-readers were more likely to select general fiction, mystery, literary fiction, or romance as key e-book genres than users of other types of devices. How-to guides and manuals were more popular with those who prefer reading e-books on personal computers. Consumers who prefer e-reading via smartphones were more likely to read travel books than either tablet or dedicated e-reader users.
The study also shows the consistent upward swing in preference for e-books over print. About 82 percent of Power Buyers (consumers who acquire e-books on a weekly basis) say they prefer e-books over print and nearly 70 percent of Non-Power Buyers say they now prefer e- over print.
"In the five years that Bowker has been involved with BISG's Consumer Attitudes study, we've seen e-reading of key fiction genres become mainstream," said Jo Henry, Director of Bowker Market Research. "As consumers turn from dedicated e-reading devices to tablets, the study will continue to monitor the impact on genres, physical book acquisition, and retailers, and track the evolution of the all-important Power Buyer."
About Consumer Attitudes Toward E-Book Reading
Since November 2009, Consumer Attitudes Toward E-Book Reading has been tracking the habits and preferences of print book consumers who say they have acquired an e-book or a dedicated e-reading device within the past year. Volume Four is sponsored by Barnes & Noble and Hachette Book Group. In addition to two PDF Summary Reports, Volume Four of Consumer Attitudes Toward E-Book Reading is published as a dynamic online report via Real-Time Reporting: a unique web-based tool set displaying the raw data derived from responses -- drillable and sortable, with on-demand accessibility.
Data for Consumer Attitudes Toward E-Book Reading was derived from a nationally representative panel of book consumers (men, women, and teens). Each month a new group of more than 6,000 respondents complete surveys about their book purchasing behavior for Bowker Market Research. For the most recent Consumer Attitudes Toward E-Book Reading report (Volume Four, Report One), responses were captured from 1,014 e-book consumers.
A substantial discount on data access is available for BISG members. For more information, or to order a copy of Consumer Attitudes Toward E-Book Reading, visit www.bisg.org/publications/product.php?p=19&c=437.
Book Industry Study Group, Inc.
About Book Industry Study Group, Inc.
The Book Industry Study Group, Inc. (BISG) is the book industry's leading trade association for policy, standards, and research. The mission of BISG is to create a more informed, empowered, and efficient book industry. Membership consists of publishers, manufacturers, suppliers, wholesalers, retailers, librarians, and others engaged in the business of print and electronic media. For over 35 years, BISG has provided a forum for all industry professionals to come together and efficiently address issues and concerns to advance the book community. Learn more about BISG at www.bisg.org.
Bowker is the world's leading provider of bibliographic information and management solutions designed to help publishers, booksellers, and libraries better serve their customers. Creators of products and services that make books easier for people to discover, evaluate, order, and experience, the company also generates research and resources for publishers, helping them understand and meet the interests of readers worldwide. Bowker, an affiliated business of ProQuest and the official ISBN Agency for the United States and its territories, is headquartered in New Providence, New Jersey with additional operations in England and Australia. Learn more about Bowker at www.bowker.com.