Books and e-books - UK - June 2017
“The print book revival continues as consumers, young and old, demonstrate an appreciation for being able to tangibly own and read physical content. In contrast, the e-books market has stagnated, indicating that innovation is needed to regenerate excitement around the format and more distinctly distinguish e-books from the currently favoured print option”.
– Rebecca McGrath, Senior Media Analyst
This Report discusses the following key topics:
- The print revival is here to stay
- Audiobooks on the rise as e-books stall
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Table of contents
Overview
- What you need to know
- Products covered in this Report
- What you need to know
Executive Summary
- The market
- The print revival continues
- Figure 1: Forecast of total consumer book market sales, 2012-22
- Audiobook sales are growing fast
- Major growth for children’s books
- Waterstones announces profits for first time in seven years
- Nook’s e-book customers change hands several times
- Amazon and Audible end exclusivity agreement
- Key players
- Top 20 publishers grow total print sales by 5%
- Harper Collins stands out with e-books sales growth
- Harry Potter once again tops the print sales charts …
- …and dominates top-20 audiobooks
- Amazon introduces ‘unlimited’ reading for Prime members
- The consumer
- Over half of adults bought print books
- Figure 2: Book buying habits, April 2017
- Stores and online are used almost equally to purchase print books
- Figure 3: Online vs in-store purchasing of print books, April 2017
- A smartphone is the most popular reading device for 16-24s
- Figure 4: Devices used for e-books and audiobooks, April 2017
- More than nine in 10 print readers read at home
- Figure 5: Location books are read and listened to, April 2017
- Price threshold lower for e-books
- Figure 6: Price willing to pay for books, April 2017
- People buy print when they are more invested in a book
- Figure 7: Attitudes towards books and e-books, April 2017
- One famous narrator is the preferred option
- Figure 8: Preference for multiple audiobook narrators, April 2017
- Figure 9: Preference for famous audiobook narrators, April 2017
- What we think
Issues and Insights
- The print revival is here to stay
- The facts
- The implications
- Audiobooks on the rise as e-books stall
- The facts
- The implications
- The print revival is here to stay
The Market – What You Need to Know
- The print revival continues
- The e-book market remains stagnant
- Audiobook sales are growing fast
- Major growth for children’s books
- Waterstones announces profits for first time in seven years
- Nook’s e-book customers change hands several times
- Amazon and Audible end exclusivity agreement
- The print revival continues
Market Size and Forecast
- The print revival continues
- Figure 10: Value of consumer book market sales, 2012-22
- Figure 11: Forecast of total consumer book market sales, 2012-22
- Forecasts
- Figure 12: Forecast of total consumer print book market sales, 2012-22
- Figure 13: Forecast of total consumer e-book market sales, 2012-22
- Audiobook sales are growing fast
- The impact of Brexit on book publishing
- Forecast methodology
- The print revival continues
Market Segmentation
- Total print market surpasses 2012 figures
- Figure 14: The UK physical book market end purchase sales by category, 2012-16
- Major growth for children’s books
- Figure 15: Value of consumer market print book sales, by type of book, 2016
- Total print market surpasses 2012 figures
Market Background
- Waterstones announces profits for first time in seven years
- Waterstones defends unbranded stores
- More independent stores close
- Pocket Shop enters UK market by targeting travel hubs
- Libraries face further cuts
- Amazon opens more physical bookstores
- Nook’s e-book customers change hands several times
- Amazon and Audible end exclusivity agreement
- E-reader ownership stalls
- Figure 16: Personal and household e-reader ownership, 2014-16
- EU ruling means e-books can’t have lower sales tax
- Amazon drops investigation into Amazon e-book contracts
- Waterstones announces profits for first time in seven years
Key Players – What You Need to Know
- Top 20 publishers grow total print sales by 5%
- HarperCollins stands out with e-books sales growth
- Harry Potter once again tops the print sales charts…
- …and dominates top-20 audiobooks
- Amazon introduces ‘unlimited’ reading for Prime members
- Independent stores innovate to create a better retail experience
- Netflix gives more focus to literary adaptations
- Amazon introduces new weekly bestsellers list
- Top 20 publishers grow total print sales by 5%
Market Share
- Top publishers grow total print sales
- Figure 17: Value of consumer market print book sales, by top-20 publishers, 2015-16
- HarperCollins stands out with e-books sales growth
- Figure 18: Volume of consumer market e-book sales, by ‘big five’ publishers, 2012-16
- Harry Potter once again tops the print sales charts…
- Figure 19: Top 10 consumer print books, by volume and value, 2016
- …and dominates top-20 audiobooks
- Figure 20: Top 20 audiobook downloads from Audible, 2016
- Top publishers grow total print sales
Launch Activity and Innovation
- Amazon introduces ‘unlimited’ reading for Prime members
- Apple launches enhanced Game of Thrones e-books
- Diversity is given greater focus by publishers
- Amazon UK offers £20,000 self-publishing prize
- Independent stores innovate to create a better retail experience
- Amazon introduces new weekly bestsellers list
- Netflix gives more focus to literary adaptations
- HarperCollins utilises Facebook Live to highlight authors
- Amazon introduces ‘unlimited’ reading for Prime members
The Consumer – What You Need to Know
- Six in 10 adults buy books
- Stores and online are used almost equally to purchase print books
- A smartphone is the most popular reading device for 16-24s
- Adapting digital books for commuters
- Price threshold lower for e-books
- People buy print when they are more invested in a book
- One famous narrator is the preferred option
- Six in 10 adults buy books
Book Buying Habits
- Over half of adults buy print books
- Parents are a key demographic for print books
- Audiobooks appeal to young men
- Figure 21: Book buying habits, April 2017
- Over half of adults buy print books
Online vs In-store Purchasing of Print Books
- Stores and online are used almost equally to purchase print books
- Faster delivery services will help boost online shopping
- More discovery features will improve online browsing
- Figure 22: Online vs in-store purchasing of print books, April 2017
- Stores and online are used almost equally to purchase print books
Reading Habits and Devices Used
- Six in 10 have read a print book in the last 12 months
- Figure 23: Devices used for e-books and audiobooks, April 2017
- A smartphone is the most popular reading device for 16-24s
- Figure 24: Devices used to read books, by age, April 2017
- Six in 10 have read a print book in the last 12 months
Locations for Reading Books
- More than nine in 10 print readers read at home
- Smart speakers offer a new home audiobook experience
- Figure 25: Location books are read and listened to, April 2017
- Adapting digital books for commuters
- More than nine in 10 print readers read at home
How Much People are Willing to Pay for Books
- Price threshold lower for e-books
- Young men will pay more for e-books
- Hardbacks are highly valued
- Figure 26: Price willing to pay for books, April 2017
- Lack of familiarity means uncertainty about audiobook pricing
- Price threshold lower for e-books
Attitudes towards Books and e-books
- People buy print when they are more invested in a book
- e-books are seen as more disposable
- Figure 27: Attitudes towards books and e-books, April 2017
- Younger book buyers prefer in-store browsing
- Figure 28: Find in-store browsing for books more enjoyable than online browsing, by age, April 2017
- Enhanced e-books appeal more to male readers
- Figure 29: Interested in buying enhanced e-books, by gender and age, April 2017
- For young readers, adaptations are very powerful
- Many are willing to pay for self-published books
- Self-publishing makes author diversity even more important for publishers
- People buy print when they are more invested in a book
Audiobook Narrator Preferences
- One famous narrator is the preferred option
- Figure 30: Preference for multiple audiobook narrators, April 2017
- Figure 31: Preference for famous audiobook narrators, April 2017
- One famous narrator is the preferred option
Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
Appendix – Market Size and Forecast
- Market forecasts
- Figure 32: Value of total consumer book market sales, 2017-22
- Figure 33: Value of total consumer print book sales, 2017-22
- Figure 34: Value of total consumer e-book sales, 2017-22
- Forecast methodology
- Market forecasts
Books and e-books - UK - June 2017