Prepared for Andy | Delivered January 17, 2020
Consumer Behavior in the Publishing Industry
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To identify 2-3 recent changes in the consumer behavior patterns in the publishing industry and how the industry is adapting to those changes. These changes can be across book mediums (print, e-book and audio books).
of book readers in the U.S. stated they read more e-books than hard copy books, and
read about the same number of hard copy books and e-books.
In 2018, about "
of American book consumers stated they had read an e-book in the last year, however print books were still the more popular format among U.S. readers."
Millennial consumers had a
level of e-book consumption compared to older generations. In 2018, "
of 18 to 29 year
said that they had read at least one e-book in the last twelve months, a figure which decreased with age and stood at just
among those aged 65 or above."
E-book sales "have been fluctuating over the past few years, decreasing year-on-year from 2013 to 2016, however sales peaked in 2017 and reached
and downloads have negatively impacted the e-books industry. In 2017, data indicates that "over
million books were illegally downloaded in the United States that year, resulting in a total sales loss over
Data revealed that "
% of illegal book downloaders in the U.S. were aged 18 to 29 years old, and
% were between 30 and 44 years of age.
% of respondents said that the reason they accessed books in this way was because doing so was free or cheap."
% of U.S. adults surveyed in 2017 said that they purchased e-books (or bought more e-books in general) due to cheaper prices."
According to a survey from 2017, only
of adults aged between 18 and 29 said that they had purchased up to
e-books in the past year, and
% had not purchased an e-book at all.
Readers are also increasingly using
e-book lending libraries
to borrow books.
According to the NPD Group, "nearly 3 out of 4 consumers in the U.S. reported reading a book or listening to an audio book in the past six months."
According to a 2019 NPD survey, "respondents reported reading roughly
less this year than they did last year overall, with the steepest decline among readers between the ages of
45 and 54
. Books were said to be "facing
for consumer attention from other entertainment activities."
The same survey found that print books are
over any other reading format. "More than
of respondents reported reading a print book in the past
months, while only
read an electronic book (e-book).
"This was consistent with NPD point-of-sale tracking, where the print book market makes up
of the overall market, up from
in 2013. "
An industry analyst for NPD noted that “the preference for print books over e-books is especially true for
,” since parents "value the
print books offer, which allows them to bond with their children and foster an early love of reading. Parents also view print books as an "offset to
% of audiobook listeners are under the age of 45. "
Audiobook listeners "consume books in all formats with
% of frequent listeners having read a hardcover or paperback in the last 12 months and
% having read an e-book. "
Audiobook listeners read or listened to an "average of
books in the last year, and
% of listeners agreed or strongly agreed that 'audiobooks
help you finish
reasons why people enjoy listening to audiobooks are: 1) They can do other things while listening (
%); 2) They can listen wherever they are (
%); and 3) Audiobooks are portable (
% of people said borrowing from a library/library website was important or very important for discovering new audiobooks.
% of listeners said they downloaded an audiobook from a library and
% said that most often use the library for their digital listening."