1 NIELSEN CHILDREN’S BOOK SUMMIT

T H E 2015N I E L S E N 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

3NIELSEN CHILDREN’S BOOK SUMMIT Copyright © 2015 The Nielsen Company

WELCOME TO THE 2015 NIELSEN CHILDREN’S BOOK MARKET REPORT This report is one of the anchors of our annual Children’s project cycle, which includes two waves of deep-dive 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 where our entire business is going. After all, we want today’s emerging readers to become the customers who will fuel our business for the next generation.

To meet the challenges of this brave new world, 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.

To that end, we are pleased to announce the addition of a brand new segmentation study of the children’s book market starting this fall. This study goes deeper than any research we have done to date, and it will allow us to identify the most valuable customers in the children’s book market so that we can help you build your business smarter.

We believe this represents a revolution in understanding for the children’s book market, and that is exactly what Nielsen is all about.

We hope you enjoy this report, and find much to help you drive your business in the coming year.

KRISTEN MCLEAN

Director, New Business Development

Nielsen Book

JONATHAN STOLPER

SVP, Global Managing Director

Nielsen Book

4 NIELSEN CHILDREN’S BOOK SUMMIT

C O N T E N T SDATA SOURCES USED IN OUR REPORT . . . . . . . . . . . . . 05

SECTION 1: THE MARKET LANDSCAPE – BOOKSCAN & PUBTRACK DIGITAL . . . . . . . . . . . . . . . . . . . . 06 PRICING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13 EBOOKS IN THE CHILDREN’S MARKET . . . . . . . . . . . . . . . 14 WHO IS SELLING . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16 NOTABLE CATEGORY GROWTH . . . . . . . . . . . . . . . . . . . . . . . . 24 FOCUS ON: FICTION – MEDIA TIE-INS . . . . . . . . . . . . 26 FOCUS ON: FICTION – DYSTOPIAN . . . . . . . . . . . . . . . . 31 FOCUS ON: FICTION – HOLIDAYS AND CELEBRATIONS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 40 FOCUS ON: FORMAT - BOARD BOOKS . . . . . . . . . . 45 FOCUS ON: FICTION – SOCIAL ISSUES . . . . . . . . . . 48

SECTION 2: THE CHILDREN’S BOOK CONSUMER – INTRODUCTION .............................................................53 A NOTE ON DEMOGRAPHICS OF RESPONDENTS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 54 PART ONE: CHILDREN 0 – 12 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 THE VALUE OF BOOKS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 57 MOTIVATION TO BUY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 61 PATH TO PURCHASE . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 66 OUTLETS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 73 PART TWO: TEENAGERS AND THE CROSS-OVER ADULT MARKET FOR YA . . . . . . . . . . . 77 ENGAGEMENT . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 79 PRINT VERSUS EBOOKS . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 81 DRIVERS OF INFLUENCE & PURCHASE . . . . . . . . . . 83 ADULTS: WHY YA . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 86

APPENDIX 1: TOP 100 JUVENILE PRINT BESTSELLERS 2014-2015 . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 87

APPENDIX 2: METHODOLOGY ...................................92 DISCOVER ALL THAT NIELSEN BOOK HAS TO OFFER ............................................................93

5NIELSEN CHILDREN’S BOOK SUMMIT Copyright © 2015 The Nielsen Company

D ATA S O U R C E SJUVENILE BOOK BUYERS

JUVENILE DEEP DIVE

Demographics, Role of Books in HH, Path to Purchase, Outlet Strategy, Children’s Book 0-12, Teens, Adult YA Cross-Over

BOOK LANDSCAPE INFORMATION

BOOKS & CONSUMER MONTHLY TRACKER

Print vs eBook trends, Sales Channels, Demographics of the YA genre

BOOKSCAN

Juvenile, Volume Trends/CAGR, Category Growth, Market Position

PUBTRACK DIGITAL

Juvenile eBook Volume, eBook Bestsellers, Publisher eMarketshare, Author eMarketshare