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Online Books - USPublished by: Mintel International Group Ltd. Published: Jul. 1, 2004 - 87 Pages Table of ContentsINTRODUCTION 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 Online books 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 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 66 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 Forecast Factors APPENDIX: TRADE ASSOCIATIONS APPENDIX: RESEARCH METHODOLOGY Consumer Research Sampling & Weighting Presentation & Definition Further Analysis Trade Research Informal trade research Formal trade research Desk & Internet Research Sources Definitions Forecasts APPENDIX: WHAT IS MINTEL? Mintel Publications Mintel Services Product retrieval Retail audits Tailored research Global New Products Database Research Support/Consultancy/MIC The Mintel Information Centre (MiC) PR Research AbstractIn 2004, revenue in the U.S. online book business is expected to reach $2.8 billion. This figure relates to revenue by U.S. online book merchants that serve a worldwide audience. The market continues a steady rise in revenue as consumers grow more comfortable with electronic commerce and as the U.S. Internet user population continues to climb. As of July 2004, there are an estimated 155 million U.S. Internet users, including 48 million (or 31%) that typically visit a book-related website, according to comScore Media Metrix.As reported in Book Retailing-U.S., consumer intelligence, June 2004, book sellers, book distributors, book publishers, literary agents, and authors are all looking at ways to better protect against copyright violation. Stakeholders in the book business are adjusting to a world increasingly affected by the Information Age.
As consumers alter their book-buying habits printed media formats remain the backbone of the book publishing trade. Regardless of the means of distribution or the preferred sales channel, popular authors remain the catalyst for growth in the book business. Amazon.com and the big bookstore chains alike-namely Barnes & Noble, Borders, and Books-A-Million-have achieved consistent clientele seeking best-selling books by popular authors.
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