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Book and E-book Market Research - September 2012

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About the Book and E-book Market Research Report

In the eighteen months or so since Mintel last reported on the market for books and e-books, the publishing landscape has changed considerably: the balance of power when it comes to the pricing of e-books has shifted very markedly in favour of Amazon, which has also managed to further increase its already dominant market share. A great deal of these gains can be attributed to the success of its Kindle platform within the e-book market. Publishers have been reporting stratospheric growth rates for sales of e-books and, with steady growth in the ownership of e-readers and tablet PCs, demand shows no sign of abating.

Meanwhile, the market has been taken by storm by the surprise growth in the popularity of erotica, with a single trilogy blowing away all book sales records, including those of bestselling authors like JK Rowling and Dan Brown.

Despite most of the focus of publishers and media attention being on e-books, print remains the dominant medium for books, and reports of its imminent demise are premature. In fact, this report identifies considerable support and demand for print among book buyers, which is likely to mean that the two formats will survive and thrive alongside one another, rather than one format replacing the other.

Mintel last reported on this market in Books and e-books – UK, February 2011. This report assesses the current status of the market, including the division of sales between print and e-books and examines consumer buying behaviour and considerations, as well as attitudes and opinions surrounding book buying, discovery and reading.

This report covers the purchase of books through all sources, and the total market sizes provided also include institutional book sales.However, the main focus of this report is on purchases by private consumers, what Nielsen BookScan terms the Total Consumer Market, and market size estimates are also provided for this sector of the industry.

Companies Mentioned

Bloomsbury Publishing plc
Faber and Faber Ltd
Financial Times Group
HarperCollins Publishers Inc.
Hodder Headline
Icon Books Ltd
Little Brown Book Group
Macmillan Publishers Ltd
News Corporation (The)
Octopus Publishing Group
Orion Publishing Group
Oxford University Press
Pearson plc
Profile Books Limited
Quercus Publishing Plc
Random House, Inc.
Simon & Schuster
The McGraw-Hill Companies, Inc.
The Penguin Group


Definition Abbreviations

Executive Summary
Consumer book sales set to rise
Figure 1: UK consumer book market size and forecast, 2007-17
Market factors
Figure 2: Trends in device ownership levels, January 2012-July 2012
Pricing continues to hit the headlines Events boost sales Companies, products and innovation
Figure 3: UK publishers’ share of total consumer market, 2011
The consumer
Figure 4: Book buying behaviour in the past 12 months, by type, June 2012
Figure 5: Book buying considerations for the next 12 months, June 2012
Figure 6: Book buying and discovery, June 2012
Figure 7: Attitudes towards books, bookshops and reading, June 2012
Figure 8: Books and e-books target groups, June 2012
What we think

Issues in the Market
Is print doomed as a book format? How important is it to consumers to be able to read e-books on multiple devices? Will the tablet become the reading device of choice? What are the opportunities for bundling together different types of book?

Trend Application
Trend: Home of the Senses Trend: Guiding Choice 2015 Inspire Prediction: Access, Anything, Anywhere

Market Drivers
Key points Device ownership levels
Figure 9: Trends in device ownership levels, January 2012-July 2012
Figure 10: Device purchasing intentions in next three months, July 2012
Erotica comes of age Fifty shades smashes all records Sales explode Mills & Boon targets erotica segment e-book pricing hits the headlines Digital Rights Management (DRM) Library closures still a hot topic Literacy concerns abound Rise of the supermarkets Events drive awareness and sales Book programmes and book clubs also influence sales The growth of self-publishing Publishers move to outsource printing UK economy struggles to recover from global economic crisis
Figure 11: GDP, PDI, consumer expenditure and savings, at constant 2012 prices, 2007-17
Household incomes squeezed
Figure 12: Trends in inflation and average weekly earnings, 2008-12
Consumer confidence remains at low levels
Figure 13: Trends in UK consumer confidence, January 2010-August 2012
Public transport boom provides more demand for reading on-the-go
Figure 14: Public transport journeys, 1981/82-2010/11
Higher education enrolment growth has double benefits
Figure 15: Higher Education enrolments*, by level of study, 2004/05-2010/11

Competitive Context
Key points How does the US book market compare to the UK?
Figure 16: Trends in number of titles published in the UK and US, 2007-11
Figure 17: Top 20 subjects in traditional book titles published in the US, 2007-11

Who’s Innovating
Key points Publishers continue to push boundaries with new formats Mobile apps flood onto the market Bringing covers to life Bardowl launches ‘Spotify for audiobooks’ Getting social: online communities, crowdsourcing and social media Tempting readers with chapters Authors tap into crowdsourcing Wattpad enables discovery, sharing and collaboration New e-book stores target academic, education and business sectors A challenge for Kindle’s supremacy? Guardian seeks to bolster independent bookshops

Market Size and Forecast
Key points Digital growth slows overall market decline
Figure 18: UK total sales of books*, by value and volume, 2007-17
2013 to be the tipping point? Print will still have a role to play Physical book sales continue to decline
Figure 19: UK total sales of physical books, by value and volume, 2007-11
The consumer book market
Figure 20: UK consumer book market, 2007-17
Figure 21: UK total consumer market (TCM*) for books through the retail market, 2007-11
Figure 22: UK consumer e-book market, 2007-11
Figure 23: Forecast UK consumer books market value, 2007-17

Segment Performance
Key points Non-fiction is biggest sector ahead of academic/professional
Figure 24: UK total sales of physical books, by value, by segment 2007-11
Figure 25: UK total sales of books, by volume, by segment 2007-11
Adult non-fiction prices rise by nearly a fifth
Figure 26: Average book prices, hardback and paperback, September 2005-September 2011
The impact of e-books on fiction Sector trends: e-books Major publisher e-book sales trends

Market Share
Key points Hachette and Random House fight for market leadership
Figure 27: UK publishers’ share of total consumer market*, 2010-11

For more information kindly visit :
Book and E-book Market Research - September 2012


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