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Books and e-books - UK - September 2014

“In order to solve the problem of men’s lower reading rates a cultural shift is necessary, with books specifically highlighted as a worthy pastime for young boys starting from primary school and continuing onwards into secondary education. This would need to be accomplished through idolised cultural icons or sporting heroes endorsing reading as a pastime, more fathers and male role models in the child’s life (including teachers) promoting reading, and more books that cater to traditional male-interest subjects in schools.”
– Samuel Gee, Senior Technology and Media Analyst

This report looks at the following issues:

  • Men read less than women
  • It’s becoming difficult to navigate existing book catalogues

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Table of contents

  1. Introduction

      • Definitions
        • Exchange rates
          • Abbreviations
          • Executive Summary

              • The market
                • Figure 1: Value of the consumer books and e-books market, 2009 - 2019
              • Market factors
                • e-reader purchases are tailing off as Kindle competitors shut down
                  • e-book price dispute between Amazon and publishers may boost self-published author rates
                    • UK and US retailers focus on delivery and indie feel
                      • Companies and products
                        • Figure 2: Publisher revenue from sale of consumer print books, 2013
                      • The consumer
                        • Book formats consumers buy
                          • Figure 3: Book formats consumers buy, April 2014
                        • How consumers read books
                          • Figure 4: How consumers read books, April 2014
                        • Retailers used to buy books
                          • Figure 5: Retailers used to purchase print books, April 2014
                          • Figure 6: Retailers used to purchase e-books, April 2014
                        • Attitudes towards buying books
                          • Figure 7: How consumers choose which format to buy, April 2014
                          • Figure 8: Attitudes towards buying books and e-books, April 2014
                        • Attitudes towards spending money on e-books
                          • Figure 9: Attitudes towards spending money on e-books, April 2014
                        • Reasons consumers have not purchased books
                          • Figure 10: Reasons for not having purchased books or e-books, April 2014
                        • What we think
                        • Issues and Insights

                            • Men read less than women
                              • The facts
                                • The implications
                                  • It’s becoming difficult to navigate existing book catalogues
                                    • The facts
                                      • The implications
                                      • Trend Application

                                          • Trend: FSTR HYPR
                                            • Trend: Attention Economy
                                            • Market Drivers

                                              • Key points
                                                • Kindle is the last e-reader standing as tablets increase in popularity
                                                  • Figure 11: Household and personal ownership of computing technology, November 2009-July 2014
                                                • e-book price dispute between Amazon and publishers may boost self-published author rates
                                                    • Figure 12: Amazon US genre bestsellers by format, February 2014
                                                    • Figure 13: Estimated Amazon US e-book genre bestseller metric breakdown by publisher type, February 2014
                                                  • Kindle Unlimited promotes “Netflix-for-books”
                                                    • UK and US retailers focus on delivery and indie feel
                                                      • Crowdfunded books gain pace
                                                        • Figure 14: Kickstarter total launched projects per category, and category project success rate, July 2014
                                                    • Who’s Innovating?

                                                      • Key points
                                                        • Kindle Unlimited brings all-you-can-eat model to e-readers.
                                                          • Google’s same day delivery bests Amazon Prime
                                                            • Zoobean provides personalised book recommendations for parents
                                                              • Poptropica app modernises adventurous narrative discovery site
                                                              • Market Size, Forecast and Channels

                                                                • Key points
                                                                  • Total consumer market hovering before growth
                                                                    • Figure 15: Value of total consumer market book sales, 2009-19
                                                                    • Figure 16: Value of total consumer market print book sales, 2009-19
                                                                    • Figure 17: Value of total consumer market e-book sales, 2009-19
                                                                  • Forecasts
                                                                      • Figure 18: Forecast value of books and e-books sales, 2009-19
                                                                      • Figure 19: Forecast value of books and e-books sales, 2009-19
                                                                      • Figure 20: Forecast value of books and e-books sales, 2009-19
                                                                  • Market Share and Segmentation

                                                                    • Key points
                                                                      • Penguin Random House retains market control
                                                                        • Figure 21: Publisher revenue from sale of consumer print books, 2011 - 2013
                                                                      • e-book sales increase slowly
                                                                        • Figure 22: Big Five* volume digital sales, 2011 - 2013
                                                                        • Figure 23: Total publisher UK volume sales by physical and digital, 2013
                                                                      • Fifty Shades of Grey continues to distort 2012’s figures
                                                                        • Figure 24: Total domestic and export publisher sales of physical and digital books, by net invoiced value, by segment, 2009 - 2013
                                                                        • Figure 25: Total domestic and export publisher sales of physical books, by net invoiced value, by segment, 2009 - 2013
                                                                        • Figure 26: Total domestic and export publisher sales of digital books, by net invoiced value, by segment, 2009 - 2013
                                                                        • Figure 27: Total domestic and export net invoiced digital value as a proportion of net invoiced total value, by segment, 2009 - 2013
                                                                    • Companies and Products

                                                                        • Penguin Random House
                                                                          • Background
                                                                            • Company financials and strategy
                                                                              • Figure 28: Penguin Random House revenue, 2012-13
                                                                            • Hachette
                                                                              • Background
                                                                                • Financials and strategy
                                                                                  • Figure 29: Hachette Livre financial data (€), 2012-13
                                                                                  • Figure 30: e-book share of Hachette Livre’s total sales, 2008-13
                                                                                  • Figure 31: Hachette revenue breakdown by territory, 2011-13
                                                                                • HarperCollins
                                                                                  • Background
                                                                                    • Financials and strategy
                                                                                      • Figure 32: HarperCollins UK financial data, 2012-13
                                                                                    • Macmillan Publishers
                                                                                      • Background
                                                                                        • Financials and strategy
                                                                                          • Figure 33: Macmillan publishers UK financial data, 2011-12
                                                                                          • Figure 34: Macmillan global revenue breakdown, 2011-12
                                                                                        • Simon & Schuster
                                                                                          • Background
                                                                                            • Financials and strategy
                                                                                              • Figure 35: Simon & Schuster UK financial data, 2011-12
                                                                                              • Figure 36: Simon & Schuster UK geographical revenue, 2011 - 2012
                                                                                          • Brand Communication and Promotion

                                                                                            • Key points
                                                                                              • Sainsbury’s Bumper Book of Summer promotion pushes it to second spot
                                                                                                • Figure 37: Top 10 advertisers of print books, by 2013 adspend, 2010-13
                                                                                                • Figure 38: Print book adspend by media type, 2013
                                                                                            • The Consumer – Book Formats Consumers Buy

                                                                                              • Key points
                                                                                                • Almost seven in ten buy print books
                                                                                                  • Figure 39: Consumer book purchases, April 2014
                                                                                                  • Figure 40: Consumer book purchases, (Nets), April 2014
                                                                                                  • Figure 41: Consumer book purchases, by age, April 2014
                                                                                                • Quarter of e-reader owners have not bought e-books
                                                                                                  • Figure 42: Purchase of paperbacks and e-books in the last 12 months, by device ownership, April 2014
                                                                                                • Over half of e-book buyers also bought paperback book
                                                                                                  • Figure 43: Book purchases by book purchases, April 2013
                                                                                              • The Consumer – How Consumers Read Books

                                                                                                • Key points:
                                                                                                  • More people have read than bought a print book
                                                                                                    • Figure 44: How consumers read books, April 2014
                                                                                                  • Under half of consumers read print books exclusively
                                                                                                      • Figure 45: Consumers who read in exclusive formats, by all consumers and all book buyers, April 2014
                                                                                                    • e-readers reflect greater female interest in reading
                                                                                                      • Figure 46: Book purchases in the last 12 months, by gender, April 2014
                                                                                                      • Figure 47: How consumers read books, by gender, April 2014
                                                                                                    • Reasonably high computer reading suggests potential success for subscription services
                                                                                                      • Desktop readers the most likely to have bought many book formats
                                                                                                        • Figure 48: Purchase of books in the last 12 months, by how consumers read books, April 2014
                                                                                                      • e-book readers still likely to read paperbacks
                                                                                                        • Figure 49: Cross-format reading, April 2014
                                                                                                    • The Consumer – Retailers Used to Buy Books

                                                                                                      • Key points
                                                                                                        • Consumers stay single-channel to buy print books
                                                                                                          • Figure 50: Retailers used to purchase print books, April 2014
                                                                                                          • Figure 51: Retailers used to purchase print books either in-store or online, April 2014
                                                                                                        • Little brand exclusivity as buyers shop around
                                                                                                          • e-books dominated by Amazon
                                                                                                            • Figure 52: Retailers used to purchase e-books, April 2014
                                                                                                            • Figure 53: Purchase of e-books from digital-only and bricks and mortar stores, by age, April 2014
                                                                                                        • The Consumer – Attitudes towards Buying Books and e-Books

                                                                                                          • Key points
                                                                                                            • Four in ten choose format based on price alone
                                                                                                              • Figure 54: How consumers choose which format to buy, April 2014
                                                                                                            • High format crossover explained by circumstance
                                                                                                              • Figure 55: Attitudes towards buying books and e-books, April 2014
                                                                                                            • Book quality influences purchases for a fifth
                                                                                                            • The Consumer – Attitudes towards Spending Money on e-Books

                                                                                                              • Key points
                                                                                                                • A third of e-book buyers prefer print books
                                                                                                                  • Figure 56: Attitudes towards spending money on e-books, April 2014
                                                                                                                • Boost in reading does not spill over to print books
                                                                                                                    • Figure 57: Purchases made in the last 12 months, by attitudes towards spending money on e-books, April 2014
                                                                                                                    • Figure 58: Book formats read in the last 12 months, by attitudes towards spending money on e-books, April 2014
                                                                                                                  • A fifth buy e-books to maximise e-reader value
                                                                                                                  • The Consumer – Reasons Consumers Have Not Bought Books

                                                                                                                    • Key points:
                                                                                                                      • One third of consumers not interested in reading
                                                                                                                        • Figure 59: Reasons consumers give for not having purchased books or e-books in the last 12 months, April 2014
                                                                                                                        • Figure 60: Reasons consumers have not bought books in the last 12 months, by gender, April 2014
                                                                                                                        • Figure 61: Reasons consumers have not bought books in the last 12 months, by gender, April 2014
                                                                                                                      • Low library usage among non-buyers
                                                                                                                        • Consumers indicate they have too many books
                                                                                                                        • Appendix – Market Size and Forecast

                                                                                                                            • Figure 62: Total books and e-books market best and worst case forecast, 2014 - 2019
                                                                                                                            • Figure 63: Print books best and worst case forecast, 2014 - 2019
                                                                                                                            • Figure 64: E-books best and worst case forecast, 2014 - 2019
                                                                                                                        • Appendix – The Consumer – Book Formats Consumers Buy

                                                                                                                            • Figure 65: Consumer book purchases, April 2014
                                                                                                                            • Figure 66: Most popular consumer book purchases, by demographics, April 2014
                                                                                                                            • Figure 67: Next most popular consumer book purchases, by demographics, April 2014
                                                                                                                            • Figure 68: Least popular consumer book purchases, by demographics, April 2014
                                                                                                                            • Figure 69: How consumers choose which format to buy, April 2014
                                                                                                                            • Figure 70: Consumer book purchases, April 2014
                                                                                                                            • Figure 71: Consumer reading habits, by consumer book purchases, April 2014
                                                                                                                            • Figure 72: Retailers used to purchase e-books, by consumer book purchases – In-store, April 2014
                                                                                                                        • Appendix - The Consumer – How Consumers Read Books

                                                                                                                            • Figure 73: Consumer reading habits, April 2014
                                                                                                                            • Figure 74: Consumer reading habits, by demographics, April 2014
                                                                                                                            • Figure 75: Consumer book purchases, by consumer reading habits, April 2014
                                                                                                                            • Figure 76: Consumer reading habits, by consumer reading habits, April 2014
                                                                                                                            • Figure 77: Retailers used to purchase e-books, by consumer reading habits, April 2014
                                                                                                                            • Figure 78: Consumer book purchases, by most popular retailers used to purchase e-books, April 2014
                                                                                                                            • Figure 79: Consumer book purchases, by least popular retailers used to purchase e-books, April 2014
                                                                                                                        • Appendix – The Consumer – Retailers Used to Buy Books

                                                                                                                            • Figure 80: Retailers used to buy print books, April 2014
                                                                                                                            • Figure 81: Most popular retailers used to buy print books – Online or in store, by demographics, April 2014
                                                                                                                            • Figure 82: Next most popular retailers used to buy print books – Online or instore, by demographics, April 2014
                                                                                                                            • Figure 83: Most popular retailers used to buy print books – In-store, by demographics, April 2014
                                                                                                                            • Figure 84: Next most popular retailers used to buy print books – In-store, by demographics, April 2014
                                                                                                                            • Figure 85: Most popular retailers used to buy print books – Online, by demographics, April 2014
                                                                                                                            • Figure 86: Next most popular retailers used to buy print books – Online, by demographics, April 2014
                                                                                                                            • Figure 87: Retailers used to purchase e-books, April 2014
                                                                                                                            • Figure 88: Most popular retailers used to purchase e-books, by demographics, April 2014
                                                                                                                            • Figure 89: Next most popular retailers used to purchase e-books, by demographics, April 2014
                                                                                                                            • Figure 90: Least popular retailers used to purchase e-books, by demographics, April 2014
                                                                                                                            • Figure 91: Retailers used to buy audiobooks, April 2014
                                                                                                                        • Appendix – The Consumer – Attitudes towards Buying Books and e-Books

                                                                                                                            • Figure 92: Attitude towards and print books and e-books, April 2014
                                                                                                                            • Figure 93: Most popular attitude towards and print books and e-books, by demographics, April 2014
                                                                                                                            • Figure 94: Next most popular attitude towards and print books and e-books, by demographics, April 2014
                                                                                                                            • Figure 95: Consumer book purchases, by attitudes towards spending money on books and e-books, April 2014
                                                                                                                            • Figure 96: Consumer reading habits, by other attitudes towards spending money on books and e-books, April 2014
                                                                                                                        • Appendix – The Consumer – Attitudes towards Spending Money on e-books

                                                                                                                            • Figure 97: Attitudes towards spending money on books and e-books, April 2014
                                                                                                                            • Figure 98: Attitudes towards spending money on books and e-books, by demographics, April 2014
                                                                                                                        • Appendix – The Consumer – Reasons Consumers Have Not Bought Books

                                                                                                                            • Figure 99: Attitudes of non-book buyers, April 2014
                                                                                                                            • Figure 100: Most popular attitudes of non-book buyers, by demographics, April 2014
                                                                                                                            • Figure 101: Next most popular attitudes of non-book buyers, by demographics, April 2014
                                                                                                                            • Figure 102: Consumer reading habits, by attitudes of non-book buyers, April 2014
                                                                                                                            • Figure 103: Attitudes of non-book buyers, by attitudes of non-books buyers April 2014

                                                                                                                        Companies Covered

                                                                                                                        • Bertelsmann AG
                                                                                                                        • CBS Corporation
                                                                                                                        • HarperCollins Publishers Inc.
                                                                                                                        • Kingfisher Group
                                                                                                                        • Lagardère SCA
                                                                                                                        • Macmillan Publishers Ltd
                                                                                                                        • News Corporation (The)
                                                                                                                        • Octopus Publishing Group
                                                                                                                        • Orion Publishing Group
                                                                                                                        • Random House, Inc.
                                                                                                                        • Simon & Schuster, Inc.
                                                                                                                        • The Penguin Group

                                                                                                                        Books and e-books - UK - September 2014

                                                                                                                        US $2,583.33 (Excl.Tax)