Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Book Retailing - US - March 2010

The recession has significantly impacted retail book sales. Sales of all books declined 5% between 2007 and 2009, to $23.9 billion. When professional and educational books are excluded, sales declined 4%, to $11 billion. As sales of trade hardback and paperback books dropped, e-book sales soared. Sales of e-books, after reaching $313 million in 2009 from almost nothing in 2004, are forecast to eclipse $1 billion by 2012.

Traditional book retailers must remain relevant and viable to consumers in a world where more and more people are reading books on e-readers, PCs and iPads. The alternative: go the way of music retailers like Tower Records or Sam Goody in the wake of the iPod and iTunes Store.

Analysis and insights include:

  • Size and growth forecast for book retailing including adult and juvenile hardback and paperbacks and e-book segments
  • Market drivers and competitive context
  • Role and growth of e-books and online retailing compared to traditional retailing
  • Purchase intent for e-readers
  • Innovation and innovators
  • Leading retailers and brand qualities
  • Consumer opinions and behavior including book selection, e-book usage, place of purchase and the book selection process
  • Examination of consumer opinions and behaviors by race and Hispanic origin as well as for teens and kids

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • Recession, shift to e-books hurt book retailing
                      • Budget cutting, price wars lead to poor hardback sales
                        • E-books, e-readers change market dynamics
                          • Bestselling authors have a ripple effect
                            • Paperbacks look good to consumers in recession
                              • Competition continues to heat up
                                • Online channel gains significant market share
                                  • Opportunities related to new hardware
                                    • Consumer research highlights
                                    • Insights and Opportunities

                                      • Riding the competition for leading tablets and readers
                                        • Printed samples
                                          • Ad-supported books
                                            • The community resource
                                              • Redbox for books
                                              • Inspire Insights

                                                • Re-Teching the past
                                                  • What’s it about?
                                                    • Implications
                                                      • The video book (“vook”)
                                                        • The social media book (“smook”)
                                                          • The virtual book club
                                                            • Tracking our location/augmented reality
                                                              • Implications
                                                                • Snack societies
                                                                  • Implications
                                                                    • Instant gratification
                                                                      • Figure 1: Use of store to hold books, by age, December, 2009
                                                                      • Figure 2: Use of store to hold books, by household income, December, 2009
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Recession tough on an industry where product is available free
                                                                        • Price wars hurt revenues
                                                                          • Brighter future seen for trade than professional/educational
                                                                            • Figure 3: U.S. publisher sales of books, including professional/educational, at current prices, 2004-14
                                                                            • Figure 4: U.S. publisher sales of books, excluding professional and educational books, at current prices, 2004-14
                                                                          • Market sales adjusted for inflation
                                                                            • Figure 5: U.S. publisher sales of books including educational/professional, at inflation-adjusted prices, 2004-14
                                                                            • Figure 6: U.S. publisher sales of books, excluding professional and educational books, at inflation-adjusted prices, 2004-14
                                                                        • Competitive Context

                                                                          • Introduction
                                                                            • Much to read (and do)…
                                                                              • Figure 7: Weekly hours spent reading, by medium, November 2008
                                                                            • … with limited time and money
                                                                              • Figure 8: Subscriptions and online visits to newspapers and magazines, by age, December, 2009
                                                                            • Smartphones to increase short-form reading
                                                                              • Figure 9: Use of smartphones for reading, by gender, December, 2009
                                                                            • Free books
                                                                              • Used books
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Three largest segments experience significant revenue decline
                                                                                    • E-books are a bright spot
                                                                                      • Segment sales
                                                                                        • Figure 10: Sales of books, segmented by type, 2007 and 2009
                                                                                    • Segment Performance—Adult Paperback Books

                                                                                      • Key points
                                                                                        • Adult paperback sales growth halted in 2008
                                                                                          • Well-known authors’ franchises support segment sales
                                                                                            • Adult paperback sales and forecast
                                                                                              • Figure 11: U.S. publisher sales of adult paperback books, 2004-14
                                                                                          • Segment Performance—Adult Hardback

                                                                                            • Key points
                                                                                              • Bankable authors drive adult hardback sales
                                                                                                • Discounting quells sales growth
                                                                                                  • Adult hardback sales and forecast
                                                                                                    • Figure 12: U.S. publisher sales of adult hardback books, 2004-14
                                                                                                • Segment Performance—Juvenile Books

                                                                                                  • Key points
                                                                                                    • No more Harry Potter…
                                                                                                      • … but James Patterson and Stephanie Meyer hope to fill the void
                                                                                                        • Cheaper for the same content: a shift to paperbacks
                                                                                                          • Figure 13: Total publisher sales of juvenile hardback books, 2004-14
                                                                                                          • Figure 14: Total publisher sales of juvenile paperback books, 2004-14
                                                                                                      • Segment Performance—e-books

                                                                                                        • Key points
                                                                                                          • E-book sales soar…
                                                                                                            • … but many consumers are downloading free books
                                                                                                              • Libraries a substantial x-factor in future sales
                                                                                                                • E-book sales and forecast
                                                                                                                  • Figure 15: Total publisher net sales of e-books, 2004-14
                                                                                                              • Retail Channels

                                                                                                                • Key points
                                                                                                                  • Bookstores lose market share to online channel
                                                                                                                    • Bestsellers as loss leaders hold down revenue at discounters
                                                                                                                      • Figure 16: U.S. publisher sales of books, by retail channel, 2007 and 2009
                                                                                                                  • Retail Channels—Bookstores

                                                                                                                    • The recession and Kindle hurt bookstore sales
                                                                                                                      • Figure 17: U.S. publisher sales to bookstores, at current prices, 2004-09
                                                                                                                  • Retail Channels—Online/Mail Order

                                                                                                                    • Online channel shines
                                                                                                                      • Figure 18: U.S. online/mail order sales of books, at current prices, 2004-09
                                                                                                                  • Retail Channels—Discounters/Supercenters/Club Stores

                                                                                                                    • Non-bookstore retailers’ book sales flag
                                                                                                                      • Figure 19: U.S. discount/supercenter/club store sales of books, at current prices, 2004-09
                                                                                                                  • Market Drivers

                                                                                                                    • Bestseller lists reflect sales, create sales
                                                                                                                        • Figure 20: Number of first-time landings on the bestseller list, by type, 2005-09
                                                                                                                      • Favorable trends in book reading
                                                                                                                        • Figure 21: Percentage of adults who read a book not required for work or school, by age, 2002 and 2008
                                                                                                                      • The rise of e-readers
                                                                                                                        • Figure 22: U.S. e-reader unit and dollars sales and average price, 2006-10
                                                                                                                        • Figure 23: Intent among demographic groups to purchase an e-reader, by brand, December 2009
                                                                                                                    • Leading Retailers

                                                                                                                      • Key points
                                                                                                                        • Amazon a force to be reckoned with
                                                                                                                          • Figure 24: Leading book retailer sales in the U.S., 2007 and 2008
                                                                                                                        • Half purchased a book at Barnes & Noble in past year
                                                                                                                          • Figure 25: Sources of books purchased in past year, by household income, December 2009
                                                                                                                        • Amazon the go-to bookseller for online purchases
                                                                                                                          • Websites of traditional booksellers lag
                                                                                                                            • So far, Walmart less of a factor online
                                                                                                                              • Figure 26: Sources of books purchased in past year, by gender, December 2009
                                                                                                                              • Figure 27: Sources of books purchased in past year, by household income, December 2009
                                                                                                                          • Brand Qualities

                                                                                                                            • Amazon
                                                                                                                              • Barnes & Noble
                                                                                                                                • Borders
                                                                                                                                  • Walmart
                                                                                                                                    • eBay
                                                                                                                                      • The iPad and iBookstore
                                                                                                                                        • Figure 28: iPad photo, 2010
                                                                                                                                    • Innovation and Innovators

                                                                                                                                      • Vook
                                                                                                                                        • Bookdaily.com
                                                                                                                                          • E-readers for kids from Fisher-Price and V-Tech
                                                                                                                                          • Advertising and Promotion

                                                                                                                                            • Overview
                                                                                                                                              • Amazon
                                                                                                                                                • Barnes & Noble
                                                                                                                                                • Reading, Purchasing and Gifting Books

                                                                                                                                                  • Key points
                                                                                                                                                    • Stable penetration for book buying and book reading
                                                                                                                                                      • Figure 29: Trends in reading books as a leisure activity, 2002-09
                                                                                                                                                    • Women, wealthy more likely to read, buy, and gift books
                                                                                                                                                      • Books are popular gift items
                                                                                                                                                        • Figure 30: Read, purchased, or gifted books in last year, by gender, age and household income, April 2008-June 2009
                                                                                                                                                      • Book buyers average 7.3 books bought a year
                                                                                                                                                        • Figure 31: Number and type of books purchased in last year, by gender, age, household income and presence of children, April 2008-June 2009
                                                                                                                                                      • Paperbacks favored by heavy book-buying demogs
                                                                                                                                                        • Figure 32: Type of books purchased in last year, by gender, age and household income, April 2008-June 2009
                                                                                                                                                      • General fiction and mystery most commonly purchased
                                                                                                                                                        • Figure 33: Genre purchased, by gender, December 2009
                                                                                                                                                      • General fiction and mystery popular across all ages, then genre interests diverge
                                                                                                                                                        • Figure 34: Genre purchased, by age, December 2009
                                                                                                                                                    • E-book Usage

                                                                                                                                                      • Adults 18-44 lead in uptake of e-readers, e-books
                                                                                                                                                        • Figure 35: Ownership among key demographic groups of e-readers/e-book purchasers, December 2009
                                                                                                                                                      • Kindle ahead in brand ownership as of March 2010
                                                                                                                                                      • Place of Purchase

                                                                                                                                                        • Key points
                                                                                                                                                          • New in-person buying remains tops, but by limited margin
                                                                                                                                                            • Figure 36: Most frequent means of buying books, December 2009
                                                                                                                                                          • Rapid gains in online purchasing
                                                                                                                                                            • Figure 37: Place of purchase, 2002-09
                                                                                                                                                          • Traditional retailers lead, but online and other outlets make major inroads
                                                                                                                                                            • Figure 38: Place of purchase in the last year, by gender, age and household income, April 2008-June 2009
                                                                                                                                                        • Reviews, Awards, Bestsellers: The Selection Process

                                                                                                                                                          • Key points
                                                                                                                                                            • Awards, sales, and recommendations could be further promoted
                                                                                                                                                              • Figure 39: Influencers of book purchase chioices, by age, December 2009
                                                                                                                                                            • Wealthier adults read reviews and buy books that have been recognized
                                                                                                                                                              • Figure 40: Influencers of book purchase choices, by household income, December 2009
                                                                                                                                                          • Impact of Race and Hispanic Origin

                                                                                                                                                            • Key points
                                                                                                                                                              • Interest in reading
                                                                                                                                                                • Figure 41: Read books in last 12 months, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                              • Book purchasing
                                                                                                                                                                • Figure 42: Purchased books in last 12 months, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                              • Striking differences in book purchasing for gifts
                                                                                                                                                                • Figure 43: Bought any book as a gift in last 12 months, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                              • Online minority groups more likely to buy books than online whites
                                                                                                                                                                • Figure 44: Active buyers of hardback, paperback, or audio book, by race/Hispanic origin, December 2009
                                                                                                                                                              • Hardcover vs. paperback purchase in offline sample
                                                                                                                                                                • Figure 45: Type of books purchased in last 12 months, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                              • Genre preferences
                                                                                                                                                                • Figure 46: Books purchased by genre and by race/Hispanic origin, December 2009
                                                                                                                                                              • Place of purchase
                                                                                                                                                                • Figure 47: Place of purchase for books in the last 12 months, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                              • Influences on book purchase choices
                                                                                                                                                                • Figure 48: Influences of book selection, by race/Hispanic origin, December 2009
                                                                                                                                                            • Custom Consumer: Teens and Kids

                                                                                                                                                              • Key points
                                                                                                                                                                • Teen interest in reading
                                                                                                                                                                    • Figure 49: Teen interest in reading, by gender and age, April 2008-June 2009
                                                                                                                                                                  • Kids’ interest in reading
                                                                                                                                                                    • Figure 50: Kids’ book reading other than for school, by gender and age, April 2008-June 2009
                                                                                                                                                                    • Figure 51: Kids’ enjoyment of reading, by gender and age, April 2008-June 2009
                                                                                                                                                                  • Genre preferences
                                                                                                                                                                    • Teens
                                                                                                                                                                      • Figure 52: Genre read, by gender among teens, April 2008-June 2009
                                                                                                                                                                      • Figure 53: Teen genre preferences, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                    • Kids
                                                                                                                                                                      • Figure 54: Genre read, by age and gender, April 2008-June 2009
                                                                                                                                                                    • Teens: by race/Hispanic origin
                                                                                                                                                                      • Figure 55: Teen interest in reading, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                    • Kids: by race/Hispanic origin
                                                                                                                                                                      • Figure 56: Kids—book reading other than for school, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                      • Figure 57: Kids—enjoyment of reading, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                    • Purchase of children’s books by adults: women far in the lead
                                                                                                                                                                        • Figure 58: Annual spend on kids’ books, by gender, age, household income and presence of children, April 2008-June 2009
                                                                                                                                                                    • Cluster Analysis

                                                                                                                                                                        • Loaders
                                                                                                                                                                          • Demographics
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunities
                                                                                                                                                                                • Perusers
                                                                                                                                                                                  • Demographics
                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                      • Opportunities
                                                                                                                                                                                        • Skimmers
                                                                                                                                                                                          • Demographics
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                • Cluster characteristics
                                                                                                                                                                                                  • Figure 59: Book retailing clusters, December 2009
                                                                                                                                                                                                  • Figure 60: Most frequent means of buying hardcover books, by book retailing clusters, December 2009
                                                                                                                                                                                                  • Figure 61: Most frequent means of buying paperback books, by book retailing clusters, December 2009
                                                                                                                                                                                                  • Figure 62: Favorite means of buying audio books, by book retailing clusters, December 2009
                                                                                                                                                                                                  • Figure 63: Number of books purchased or downloaded in past 12 months, by clusters, December 2009
                                                                                                                                                                                                  • Figure 64: Reading-related behaviors, by book retailing clusters, December 2009
                                                                                                                                                                                                  • Figure 65: Genres purchased in the past year, by book retailing clusters, December 2009
                                                                                                                                                                                                • Cluster demographics
                                                                                                                                                                                                  • Figure 66: Book retailing clusters, by gender, December 2009
                                                                                                                                                                                                  • Figure 67: Book retailing clusters, by age, December 2009
                                                                                                                                                                                                  • Figure 68: Book retailing clusters, by household income, December 2009
                                                                                                                                                                                                  • Figure 69: Book retailing clusters, by race, December 2009
                                                                                                                                                                                                  • Figure 70: Book retailing clusters, by Hispanic origin, December 2009
                                                                                                                                                                                                • Cluster methodology
                                                                                                                                                                                                • Appendix: Sales of Professional and Educational Books

                                                                                                                                                                                                  • Leaner years are expected ahead
                                                                                                                                                                                                    • Figure 71: Total U.S. publisher sales of professional and educational books, at current prices, 2004-14
                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                  • Tables from offline sample
                                                                                                                                                                                                    • Figure 72: Number of books purchased in last year, by gender, age, household income, and presence of children, April 2008-June 2009
                                                                                                                                                                                                  • Kids
                                                                                                                                                                                                    • Figure 73: Genre read, among kids 6-11, by race/Hispanic origin, April 2008-June 2009
                                                                                                                                                                                                  • Tables from online sample
                                                                                                                                                                                                    • Figure 74: Type of books purchased in internet sample, December 2009
                                                                                                                                                                                                    • Figure 75: Number of books purchased in past month, by race/Hispanic origin, December 2009
                                                                                                                                                                                                    • Figure 76: Genre purchased in past year, by household income, December 2009
                                                                                                                                                                                                    • Figure 77: Traditional subscriptions and online visits to newspapers and magazines, by gender, December 2009
                                                                                                                                                                                                    • Figure 78: Traditional subscriptions and online visits to newspapers and magazines, by age, December 2009
                                                                                                                                                                                                    • Figure 79: Traditional subscriptions and online visits to newspapers and magazines, by household income, December 2009
                                                                                                                                                                                                    • Figure 80: Traditional subscriptions and online visits to newspapers and magazines, by race/Hispanic origin, December 2009
                                                                                                                                                                                                  • E-book data
                                                                                                                                                                                                    • Figure 81: E-books purchased or downloaded for free, by gender, age and household income, December 2009
                                                                                                                                                                                                    • Figure 82: E-books purchased or downloaded for free, by race/Hispanic origin, December 2009
                                                                                                                                                                                                • Appendix: Trade Associations

                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                  • Barnes & Noble (bookstores)
                                                                                                                                                                                                  • Consumer Electronics Association
                                                                                                                                                                                                  • Google, Inc.
                                                                                                                                                                                                  • Greenfield Online
                                                                                                                                                                                                  • Hewlett-Packard Company
                                                                                                                                                                                                  • Research In Motion (USA)
                                                                                                                                                                                                  • Starbucks Corporation
                                                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                                                  Book Retailing - US - March 2010

                                                                                                                                                                                                  £3,174.67 (Excl.Tax)