Product Type: Market Research Report
Published by: Mintel International Group Ltd.
Published: July 2007
Product Code: R560-2756Description About this report
Time spent in transit by public transport is the ideal opportunity to enjoy a good read, and Mintel’s research finds that one in five adults already read a book when commuting or travelling generally.
The average journey to work takes around half an hour with those in metropolitan areas taking longer and in London taking longest of all. These are also the people most likely to be using public transport rather than a car.
These conditions provide fertile ground for stimulating reading and book sales further - all the more so as the numbers of users have increased. The same is true of international travel where usage has more than doubled since 1991.
Table of Contents - ISSUES IN THE MARKET
- Main report themes
- Definition
- MARKET IN BRIEF
- Online impact
- Robust market
- Here and now
- INTERNAL MARKET ENVIRONMENT
- Key Points
- Book purchase on the increase
- Figure 1: Buying and reading books, 2002-06
- Figure 2: Purchase of books in the last 12 months, 2002-06
- The changing role of the libraries
- Figure 3: Public libraries: stocks, issues and additions, 1994/95-2004/05
- Changing needs
- Usage down
- Is online assisting sales?
- Figure 4: Top products purchased online in the last three months, November 2002-October 2006
- Diversifying formats
- New opportunities for dialogue
- Seasonal peaks and troughs
- Spreading the benefits (and risks)
- Reading groups play their part
- Inter-relationships between media
- Films and tie-ins
- Visibility and the personal touch
- The reluctant reader
- BROADER MARKET ENVIRONMENT
- Key Points
- Travelling for work and pleasure
- Figure 5: Domestic public transport usage, by mode of transport, 1995/96-2005/06
- Figure 6: International travel, by mode of transport, 1991-2005
- Higher Education
- Figure 7: Students in Higher Education, by level of study, 2001/02 and 2005/06
- The all-important ABs and C1s
- Figure 8: Forecast adult population trends, by socio-economic group, 2002-12
- The leisurely reader
- Figure 9: Structure of the UK population by age, 2002-12
- Then there are green issues
- COMPETITIVE CONTEXT
- Key Points
- The challenges of technology
- Figure 10: Frequency of accessing the Internet, 2002-06
- Convenience and range
- Not just adults
- Children’s (and adults’?) priorities
- Figure 11: How money is spent, 2006
- Other technologies
- Figure 12: Estimated retail sales of portable technology, by product area, 2006
- COMPETING FOR TIME
- Figure 13: Penetration of selected in-home and out-of-home leisure activities, 2002 and 2006
- STRENGTHS AND WEAKNESSES IN THE MARKET
- Strengths
- Weaknesses
- MARKET VALUE AND FORECAST
- Key Points
- Print books
- Audiobooks
- Printed books
- Figure 14: UK total sales of books, by volume and value, 2002-07
- Audiobooks
- Figure 15: UK sales of audiobooks, by value, 2002-07
- Up to speed
- A brighter dawn
- New opportunities
- Conditions to growth
- THE FUTURE
- FORECAST
- Value sales decline
- Figure 16: UK total sales of books, by volume and value, 2002-12
- Number of sold copies grows continuously
- Outlook
- Audio books to hit the road?
- Figure 17: UK sales of audiobooks, by value, 2002-12
- FACTORS USED IN THE FORECAST
- SEGMENT PERFORMANCE
- Key Points
- Structure and pricing
- Figure 18: Average book prices*, hardback and paperback, March 2003-March 2007
- Figure 19: Structure of UK books market, by volume and value, 2006
- Change by sector
- Figure 20: UK sales of books, by type of title, by volume, 2002-07
- Figure 21: Year-on-year growth, UK sales of books, by type of title, by volume, 2003-07
- Figure 22: UK sales of books, by type of title, by value, 2002-07
- Fiction
- The power of a good word
- The power of design
- The classics endure and flourish
- Non-fiction
- The best sellers
- Big dose of nostalgia
- Children’s
- The Harry
- Boys and books
- Display
- School/ELT
- Academic/professional
- MARKET SHARE
- Figure 23: Estimated UK market share of major publishing groups, 2004 and 2006
- Consolidation and concentration
- COMPANIES AND PRODUCTS
- Pearson Publishing Group
- Penguin
- Pearson Education
- Hachette Livre
- Random House Group
- HarperCollins
- Oxford University Press
- Macmillan
- Independent Alliance
- Other independents
- Smaller specialists and independents
- In audiobooks
- BRAND COMMUNICATION AND PROMOTION
- Key Points
- Figure 24: Main monitored advertising expenditure on books, 2002-06
- Figure 25: Main monitored media expenditure on books by top ten advertisers, 2004 and 2006
- The broad brush
- The other options
- Independent campaign
- Sponsorship
- In-store
- HarperCollins active in joint promotions
- CHANNELS TO MARKET
- Key Points
- Figure 26: UK sales of books by type of outlets, by value, 2004 and 2006
- Change and movement
- The potential strengths of the independents
- Successful initiatives
- Figure 27: Brief outline of major multiples, 2007
- More competition for the pound
- Wherever next?
- THE CONSUMER - READING HABITS
- Key Points: Children
- Key Points: Adults
- CHILDREN’S READING HABITS
- Decreasing appeal, holding interest
- Consumers in their own right
- ADULT READING HABITS
- Figure 28: Consumer reading habits, April 2007
- When children grow up
- The most committed readers
- Who needs more encouragement?
- The harassed
- THE CONSUMER - BOOK SELECTION
- Key Points
- Figure 29: How consumers choose books to read, April 2007
- Diversity
- Nothing beats word of mouth
- Alternatives to purchase
- THE CONSUMER - REASONS FOR READING
- Key Points
- Figure 30: Consumer reasons for reading, April 2007
- Leisure and learning
- Children’s needs
- Make the most of your time
- THE CONSUMER - BOOK BUYING
- Figure 31: Book buying behaviour, April 2007
- Books as a source of pleasure
- Broadening distribution
- APPENDIX
- Consumer research
- ACORN
- Advertising data
- ABBREVIATIONS
- Internal market environment - Detail
- Figure 32: Purchasing of hardback books in the last 12 months, by demographic sub-group, 2006
- Figure 33: Purchasing of paperback books in the last 12 months, by gender, age, socio economic group, marital status, lifestage, age of children, Mintel’s Special Group, working status, region, ACORN category, media usage, household size and car ownership, 2006
- Broader market environment
- Figure 34: Structure of the UK population, by age and gender, 2002-12
- Competitive context
- Figure 35: How money is spent, 7-10-year-olds, 2002-06
- Figure 36: How money is spent, 11-14-year-olds, 2002-06
- Brand communication and promotion
- Figure 37: Main monitored media advertising expenditure on books, by top advertisers, 2002-06
- Detailed consumer demographics
- Children
- Figure 38: 7-10-year-olds who ever read or buy books, by gender 2002-06
- Figure 39: Number of books read since Christmas, 7-10-year-olds, by gender 2002-06
- Figure 40: Types of books that 7-10-year-olds like reading, by age and gender 2002-06
- Figure 41: 11-14-year-olds who ever read or buy books, by age and gender 2002-06
- Figure 42: Number of books read since Christmas, 7-10-year-olds, by age and gender, 2006
- Figure 43: 11-14-year-olds who ever read or buy books, by age and gender, 2006
- Figure 44: Number of books read in the last year, 11-14-year-olds, by age and gender, 2006
- Figure 45: Reasons for reading books, 2006
- Figure 46: Types of books that 11-14-year-olds like reading, by age, 2006
- Figure 47: Reasons for reading books, 11-14-year-olds, by age and gender, 2002-06
- Figure 48: Number of books read in the last year, 11-14-year-olds, by age and gender, 2002-06
- Figure 49: Where 7-14-year-olds get books from, 2002-06
- Figure 50: Types of books that 11-14-year-olds like reading, by age and gender, 2002-06
- Adults
- Figure 51: Reading habits, by gender, age, socio-economic group, marital status, lifestage, age of children,
- Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, April 2007
- Figure 52: Reading habits, by gender, age, socio-economic group, marital status, lifestage, age of children,
- Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, April 2007
- Book selection - detailed consumer demographics
- Figure 53: Factors influencing books read, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, April 2007
- Figure 54: Other attitudes and reading habits, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, April 2007
- Attitudes and reasons for reading - detailed consumer demographics
- Figure 55: Reading reasons and occasions, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, April 2007
- Figure 56: Attitudes towards reading by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, April 2007
- Figure 57: Other attitudes and reading habits, by gender, age, socio-economic group, marital status, lifestage, age of children, Mintel’s Special Groups, working status, region, ACORN category, media usage, commercial TV viewing, supermarket used, household size and car ownership, April 2007
- APPENDIX: RESEARCH METHODOLOGY
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