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1NIELSEN CHILDREN’S BOOK SUMMIT Copyright © 2016 The Nielsen Company
T H E 2016 N I E L S E N US C H I L D R E N’S B O O K M A R K E T R E P O R T
2 NIELSEN CHILDREN’S BOOK SUMMIT
WELCOME TO THE 2016 NIELSEN CHILDREN’S BOOK MARKET REPORTThis report is one of the anchors of our annual Children’s project cycle,
which includes annual trended Books & Consumers research, proprietary
direct-to-consumer research on behalf of a wide range of clients, and the
Nielsen Children’s Book Summit, held every fall in NYC.
Here at Nielsen Book, we believe the children’s market holds the key
to understanding the future of our business. After all, we want today’s
emerging readers to become the customers who will drive our business
for the next generation.
This year, we are particularly interested in cross-platform trends that
reflect how today’s children are increasingly empowered to find answers
to their most interesting questions, to learn from one another online
on platforms like YouTube, and to engage in real-world creative pursuits
with the help of a whole new generation of “Active Non-Fiction”.
These kids live in a visual world—and so we’re excited to see them
embrace print categories like Comics and Graphic Novels, and at the
same time we’re gratified that parents continue to invest in things like
Board Books to build the next generation of active Readers.
On our side, we continue to follow our curiosity, advance new questions,
and look for new ways to leverage the wider expertise of Nielsen to help
you—our clients—find your opportunities in this exciting and dynamic
content marketplace.
We hope you enjoy this report, and find much to help you drive your
business in the coming year.
KRISTEN MCLEAN JONATHAN STOLPER
Director, SVP,
New Business Development Global Managing Director
Nielsen Book Nielsen Book
3NIELSEN CHILDREN’S BOOK SUMMIT Copyright © 2016 The Nielsen Company
C O N T E N T SDATA USED IN THIS REPORT ............................................. 4
SECTION 1: THE MARKET LANDSCAPE - BOOKSCAN & PUBTRACK DIGITAL ...................................5
LONG TERM TRENDS IN THE US BOOK MARKET .........6
PRICING & SEASONALITY .................................................. 10
WHO IS SELLING ................................................................... 12
TRENDS IN CATEGORY AND FORMAT...........................22
BOARD BOOKS...............................................................22
MEDIA TIE-INS ............................................................... 25
COMICS & GRAPHIC NOVELS ...................................27
RELIGION ....................................................................... 30
SECTION 2: THE CHILDREN’S BOOK CONSUMER - BOOKS & CONSUMER ....................................................... 34
INTRODUCTION .................................................................. 35
HOUSEHOLD DEVICE USAGE AND ACCESS ...............37
TYPES OF BOOKS READ .................................................... 43
HOW CHILDREN SPEND THEIR TIME ........................... 55
BOOK DISCOVERY .............................................................. 64
OUTLETS ..................................................................................67
ENCOURAGING BOOK READING AND PURCHASING ........................................................................72
APPENDIX 1: METHODOLOGY ......................................... 80
DISCOVER ALL THAT NIELSEN BOOK HAS TO OFFER ...................................................................... 81
4 NIELSEN CHILDREN’S BOOK SUMMIT
D ATA U S E D I N T H I S R E P O R TJUVENILE BOOK BUYERS
2016 Books & Consumers Children’s Book Consumer Deep Dive Study -
completed August 2016
Demographics, Role of Books in HH, Path to Purchase, Outlet Strategy,
Children’s Book 0-12, Teens
BOOK LANDSCAPE INFORMATION
BOOKS & CONSUMER MONTHLY TRACKER
Print vs eBook trends, Sales Channels, Demographics of the YA genre
BOOKSCAN
Volume Trends/CAGR, Category Growth, Market Position
PUBTRACK DIGITAL
eBook Volume, eBook Bestsellers