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The German Book Market
Stable, dynamic, alive
Madrid, June 12th, 2014
Wirtschaftspressekonferenz 2014
Estimated revenues
2011 (-1,4%) and
2012 (-0,8%)
Bookmarket 2004-2013 in Million Euros
2013 a new
but light
increase
(+0,2%)
For the first time a
minus
10.000
From 2004 a light
increase (+0,1%)
9.500
9.536 Million €
9.000
9.076 Million Euros
8.500
8.000
in Million €
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Source: Börsenverein des Deutschen Buchhandels
2
Estimated revenues
Distribution channels 2013
Bookclubs
0,16 Billion € (-10,4%)
Other points of sale
0,95 Billion € (+2,2%)
9,9%
Direct by publishing
house
1,88 Billion € (+1,5%)
1,78 Billion € (-2,1%)
3
Booksellers
(without e-commerce)
4,64 Billion € (+0,9%)
19,7%
Online Bookshops
1,56 Billion € (-0,5%)
Shipping bookstores
including Internet
1,6%
48,6%
16,3%
2,3%
1,5%
Shipping Bookstores
0,22 Billion € (-12,4%)
Department Stores
0,14 Billion € (-10,7%)
Total sales:
9,536 Billion € (+0,2%)
Physical and online Bookstores
Sales development 2004-2013: Annual change in percent
6.000
-1,2%
-0,9%
+0,3%
+2,1%
-1,5%
+0,1%
5.000
-2,8%
-3,0%
-3,7%
Bookstores
(withour E-commerce)
4.000
The development has changed: it
declines for the first time for online
bookstores
3.000
2.000
1.000
+26,8%
0
in Million €
+0,9%
2004
+25,1%
2005
+11,0%
2006
+21,3%
2007
+20,0%
2008
+15,6% +14,1%
+5,0%
+10,4%
-0,5%
Online Bookstores
2009
2010
2011
2012
2013
4
Bookstores and distributors
Sales by segments in 2013 (change from previous year)
Fiction
33,8% (-3,5%)
Children and Young Literature
15,8% (+1,3%)
How-to / Self-help
14,5% (+5,5%)
Non-fiction
9,3% (-0,2%)
School and learning
9,0% (*)
Travel
6,3% (+3,5%)
Humanities, Art, Music
4,5% (+1,9%)
Natural sciences, medicine, computer science, engineering
4,3% (-1,9%)
Social sciences, law, business
2,6% (+0,8%)
0
10
20
30
40
* Change is not reflected in the Industry Monitor BOOK
Source: GfK Entertainment
5
Publishers
Title production 2004–2013
100.000
90.000
86.084
83.381
81.177
84.351
82.048
81.793
78.082
80.000
81.919
79.860
74.074
70.000
60.000
50.000
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Source: Deutsche Nationalbibliografie, VLB
Calculations: Börsenverein des Deutschen Buchhandels
6
Publishers
Translations 2004 - 2013
12.000
11.000
10.599
10.760
10.716
2010
2011
10.862
10.731
2012
2013
10.000
9.000
8.000
7.000
7.340
6.000
6.160
6.132
5.773
5.000
5.406
4.000
2004
2005
2006
2007
2008
2009
Source: Deutsche Nationalbibliografie, VLB
Calculations: Börsenverein des Deutschen Buchhandels
7
Publishers
Licenses 2004–2013
10.000
9.500
9.225
9.000
8.828
8.500
8.191
8.000
8.000
7.500
7.000
7.605
7.491
6.989
6.855
6.500
6.466
6.278
6.000
5.500
5.000
2004
2005
2006
2007
2008
2009
2010
2011
2012
2013
Source: Lizenzumfrage, Börsenverein des Deutschen Buchhandels
8
Verankert im Markt – Das E-Book in Deutschland 2013
Sales from ebooks on the book market
2010-2013 (in percent)
10,0%
9,0%
8,0%
7,0%
6,0%
5,0%
3,9%
4,0%
3,0%
2,4%
2,0%
1,0%
0,5%
0,8%
0,0%
2010
Indicators and period: each from January to December
German individuals aged 10 years or more
from the GfK Consumer Panel Media * Scope Book
9
2011
2012
2013
*Private use (withous school or academic)
Anchored in the Market
The E-Book in Germany 2013
Sales of e-books at the public market in 2013 increased by over
60% to 21.5 million copies.
The average price paid by the buyers remains constant.
Sales in Million E-Books
Medium price of E-Books
in Euro
12
10,71
10
8,03
7,72
7,58
2011
2012
2013
8
21,5
4
13,2
1,9
2010
2
4,3
2011
2012
2013
Base: figures, period: each January to December,
German individuals older than 10 years, without education books and textbooks,
11
6
0
2010
The number of e-book buyers increased in 2013 by one million.
There was also an increase in the number of purchased titles.
E-Book buyers in Million of persons
ø-intensity of e-books per buyer
6,4
7
6
3,4
2,4
0,7
1,0
2010
2011
2012
2013
Base: figures, period: each January to December,
German individuals older than 10 years, without education books and textbooks
12
5
4
3
2
5,5
4,3
2,8
1
0
2010
2011
2012
2013
The preference for printed books remains high.
The acceptance of digital books is significant.
100%
88%
87%
85%
82%
81%
79%
80%
82%
81%
79%
74%
60%
72%
68%
I rather
my money
in
Das
Geldinvest
investiere
ich lieber
books
inprinted
gedruckte
Bücher
40%
20%
0%
2009
2010
2011
2012
Base: German individuals older than 10 years, connoisseurs of E-Books
(Ad-hoc-Befragung im GfK Consumer Panel Media*Scope Buch mit n= 8.042)
Source: GfK Consumer Panels im Auftrag des Börsenvereins des Deutschen Buchhandels
13
I love
printed
booksBücher
very much,
Ich
liebe
gedruckte
zu
an
electronic
device
does
not
sehr, ein elektronisches
Gerät
fulfill nicht
my expectation
in reading
reicht
an das
experience
Leseerlebnis heran
2013
2014
The proportion of people who buy exclusively printed books continues to
decline with an increase in people who would use both printed and ebooks.
2013
6%
2014
1%
1%
7%
13%
7%
15%
In the future I will by books…
…exclusively as ebook, never again in printed format
… basically as ebook and occasionally in printed format
29%
28%
…both as in ebook and in printed format
… basically in printed format and occasionally as ebook
… basically as printed book
40%
38%
… not at all or rarely in any format
No answer
9%
2%
10%
1%
Base: deutsche Privatpersonen ab 10 Jahren, Kenner von E-Books
14
The percentage of people who buy both printed books and ebooks increases
All the surveyed people have bought at least one ebook in the last year
46%
Novels
39%
33%
Travel guides
14%
9%
Guide books
Textbooks,
academic books
65%
17%
64%
25%
18%
37%
22%
16%
48%
25%
16%
3% 13%
48%
33%
19%
8%
Children‘s books
18%
49%
60%
75%
15
17%
44%
13%
10% 5%
2013
2014
I would rather
buy ebooks
8%
2013
I buy both formats
indistinctly
10%
2014
6%
9%
2013
11%
2014
14%
10%
14%
8%
2013
2014
2013
2014
I would rather buy
printed books
No answer
For almost 70% of the respondents it is important to be able to read ebooks
purchased on the reading devices from different providers.
80% of the respondents point this as “very important”
To me, being able to read ebooks from
different providers is…
50%
Very important
57%
important
69%
80%
Rather important
Not really important
Not important
19%
9%
8%
3%
12%
All respondents
who are familiar
with ebooks
Not important at all
23%
6%
6%
5%
3%
Respondents who
have bought at least
one ebook in 2013
16
Publishing houses and E-Books
in Germany
Two-thirds of publishers now have e-books in their catalogues: that is 12% more
than 2012. All big publishers now offer ebooks.
Total
Publishing Houses
2011
2012
2013
Small
Publishing Houses
2011
2012
2013
Medium
Publishing Houses
2011
2012
2013
Big
Publishing Houses
2011
2012
2013
Yes
No
49%
43%
53%
48%
65%
57%
54%
65%
83%
81%
78%
100%
51%
57%
47%
35%
52%
43%
46%
35%
17%
18
19%
22%
Almost half of the ebook titles sold belong to general categories
2013
15%
Academic
35%
General
(Fiction, Travel Guide, Guides,
Non-fiction,Children and young literature)
Textbook / School books
49%
Base: 2012: 348 Publishers, 2013: 361 Publishers, 2014: 348 Publishers
19
Sales via online bookstores remains at a high level
Total Publishing Houses
2010
26%
2011
21%
2012
2013
14%
14%
Direct sales through your home page
Distribution through online bookstores
59%
66%
72%
74%
Sales through rental model
Other sales models
5%
15%
12%
8%
Base: 2011: 437 Publishers, 2012: 348 Publishers, 2013: 361 Publishers, 2014: 348 Publishers
20
6%
6%
85 percent of the publishers offer their e-books for lower prices than the printed
version, almost half of which, more than 20 percent below the price
Total Publishing Houses
2014
1%
14%
Um wie viel Prozent sind die Preise in etwa
And to what percent
is this price lower?
niedriger?
TotalVerlage
Publishing
Houses
Gesamt
2014
10%
Higher as in the
pirinted book
10-20%
niedriger
10% to 20%
lower
42%
Exactly as the
printed book
Lower as in the
printed book
85%
Base 2014: 348 Publishers
mehr als
Moreniedriger
than 20% lower
20%
Kann
Does ich
not nicht
know /
beurteilen/
Cannot specify
weiß ich nicht
48%
21
Until
10%niedriger
lower
bis 10%
The importance of the "hard" Digital Rights Management decreases.
More than two thirds of publishers use "soft" Digital Rights Management.
2014
Security measures against
unauthorized content copy
38%
62%
Yes
55%
Hard digital rights
management (DRM)
44%
No
48%
„Soft“ digital rights management
(digital Watermark)
69%
2013
2013
2014
47%
53%
12%
Other security measures
5%
Base: 2013: 361 Publishers, 2014: 348 Publishers
22
Not specified:
2013: 1%
2014: 1%
Booksellers and ebooks
in Germany
79% of the booksellers offer either ebooks and/or devices.
6% more as in last year
Total
Booksellers
2012
65%
Yes, we offer ebooks and/or devices
2013
73%
2014
79%
2012
35%
No, we offer neither ebooks nor devices
2013
2014
27%
21%
Base: 2012: 410 Booksellers, 2013: 554 Booksellers, 2014: 538 Bookseller
24
03.06.2014
The biggest risk that booksellers see is a possible
high concentration of online bookstores
2012
Increasing concentration of
online bookstores
Loss of benefits
through printed books
Loss of benefits
through piracy
Increment of costs by
constant income
Fall of prices in
all types of books
● Risks for your own bookshop
Base: 2012: 410 Bookstores, 2013: 554 Bookstores, 2014: 538 Bookstores
25
2013
2014
Booksellers consider ebooks a good chance of growing for their own business.
Among relevant topics in growing are developing a modern image and
addressing new target audiences.
2012
Modern and
improved image
Developing new
target audiences
Expansion of
their offer
Lower costs due to reduction of spaces,
warehousing and transportation
● Chances for your own bookshop
Base: 2012: 410 Bookshops, 2013: 554 Bookshops, 2014: 538 Bookshops
26
2013
2014
Fewer bookshops see the ebook as a reason for a possible decline of their
business in the future
Total Bookshops
2012
2013
2014
40%
48%
Yes, there will be a decline
in sales due to ebooks
57%
No, there will not be a decline in
“clasic” bookshops due to ebooks
38%
31%
26%
21%
17%
Base: 2012: 410 Sortimente, 2013: 554 Sortimente, 2014: 538 Sortimente
27
23%
Does not answer / know
Von der Perspektive zur Relevanz Das E-Book in Deutschland 2012
28
Thanks for your
attention
MARIFÉ BOIX GARCÍA
FRANKFURT BOOK FAIR
[email protected]

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