Online Books

Executive Summary

Market Drivers

Market Size & Trends

Market Segmentation

Supply Structure

Advertising & Promotion

Online Distribution

The Consumer

Future & Forecast

Appendix: Trade Associations

Online Books - US - July 2004

Table of Contents

Introduction And Abbreviations

Introduction

Other relevant reports

Definition

Abbreviations and Terms

Abbreviations

Terms

Executive Summary

Online book sales spurred by Internet growth, eBooks, and online usage

Consumers attracted to online convenience

Three main online book destinations

Personalizing the online experience for repeat visitation

A bright future for online book sales

Home PCs and broadband Internet growth

Hefty increases for future online book sales

Market Drivers

Popular authors in 2004 boost online book sales

Net unit sales of books remain steady

Figure 1: Net unit shipments of consumer books, 1998-2004

Online competition

Figure 2: Where books were bought in the last 12 months, 2000-2003

Physical bookstore locations

Overstock items and online booksellers

Generational influences

Figure 3: U.S. population projections, 2000-2009

Figure 4: Book retail websites visited, March 2003 and March 2004

Home PC ownership, broadband Internet drive online commerce

Market Size & Trends

Introduction

Figure 5: Total U.S. retail sales of online books, at current and constant prices, 1999-2004

Graph 1: Trends in sales of online books, at current and constant prices, 1999-2004

eBooks, file-sharing, and technology trends in publishing

Market Segmentation

Introduction

Figure 6: Sales of books online, segmented by format and type, 2002 & 2004

Graph 2: Sales of online books, segmented by type, 2004

Hardcover books

Figure 7: Sales of hardcover books online, at current and constant prices, 1999-2004

Figure 8: Top ten hardcover fiction books, 2003

Figure 9: Top ten hardcover nonfiction books, 2003

Paperback books

Figure 10: Sales of paperback books online, at current and constant prices, 1999-2004

eBooks

Figure 11: Sales of eBooks online, at current and constant prices, 1999-2004

Other books

Figure 12: Sales of other books online, at current and constant prices, 1999-2004

Supply Structure

Website features define the user experience

Audio books

On-demand printing, self-publishing

eBooks

Advertising & Promotion

Overview

Customizing online purchases

Viral marketing

Amazon.com

BarnesandNoble.com

Online Distribution

Introduction

Price-sensitive consumers shop around online

Big market dominated by few

Figure 13: sales of books online, 2002 and 2004

Principal online bookseller profiles

Amazon.com

Barnesandnoble.com (BN.com, a division of Barnes & Noble, Inc.)

BOOKSPAN

Borders.com (part of Amazon.com)

Alibris

Bartleby.com

ChristianBooks.com

LonelyPlanet.com

eHarlequin.com

The Consumer

Holiday Shopping - US - July 2011 -

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Introduction

Book purchasing

Figure 14: Book purchasing past 12 months, by gender, January-September 2003

Form of books purchased

Figure 15: Book purchasing past 12 months, by type and by gender, January-September 2003

Figure 16: Mean number of books purchased past 12 months, by type and by gender, January-September 2003

Books purchased as gifts

Figure 17: Book purchasing as a gift past 12 months, by gender, January-September 2003

Where books are purchased

Figure 18: Location of book purchasing past 12 months, by gender, January-September 2003

Purchases through online or retail

Figure 19: Book purchasing preferences, by gender, May 2004

Figure 20: Book purchasing preferences, by age, May 2004

Figure 21: Book purchasing preferences, by race, May 2004

Figure 22: Book purchasing preferences, by household income, May 2004

Figure 23: Book purchasing preferences, by education level, May 2004

Attitudes among online book buyers

Figure 24: Attitudes towards buying books online, by gender, May 2004

Figure 25: Attitudes towards buying books online, by age, May 2004

Figure 26: Attitudes towards buying books online, by race/ethnicity, May 2004

Figure 27: Attitudes towards buying books online, by household income, May 2004

Attitudes towards bookstores among store shoppers

Figure 28: Attitudes towards bookstores among store shoppers, by gender, May 2004

Figure 29: Attitudes towards bookstores among store shoppers, by age, May 2004

Figure 30: Attitudes towards bookstores among store shoppers, by race/ethnicity, May 2004

Figure 31: Attitudes towards bookstores among store shoppers, by household income, May 2004

Attitudes towards bookstores among those who do not buy books online

Figure 32: Attitudes towards bookstores among non-online buyers, by gender, May 2004

Figure 33: Attitudes towards bookstores among non-online buyers, by age, May 2004

Figure 34: Attitudes towards bookstores among non-online buyers, by race/ethnicity, May 2004

Figure 35: Attitudes towards bookstores among non-online buyers, by household income, May 2004

Conclusion

Future & Forecast

FUTURE TRENDS

Home PC ownership

Internet usage

Figure 36: U.S. Internet households with high-speed (broadband) connections, 1997-2005

Figure 37: Hours per person using media, by type, 2003-2005

Self-publishing

Improved searching drives online book sales

MARKET FORECAST

Online books

Figure 38: Forecast of total U.S. retail sales of online books, at current and constant prices, 2004-2009

Graph 3: Trends in sales of online books at current prices, 1999-2009

Hardcover books online

Figure 39: Forecast of U.S. sales of hardcover books online, at current and constant prices, 2004-2009

Paperback books online

Figure 40: Forecast of U.S. sales of paperback books online, at current and constant prices, 2004-2009

eBooks online

Figure 41: Forecast of U.S. sales of eBooks online, at current and constant prices, 2004-2009

Other books online

Figure 42: Forecast of U.S. sales of other books online, at current and constant prices, 2004-2009