The German Book Market. Stable, dynamic, alive. Madrid, June 12th, 2014

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1 The German Book Market Stable, dynamic, alive Madrid, June 12th, 2014

2 Wirtschaftspressekonferenz 2014 Estimated revenues Bookmarket in Million Euros From 2004 a light increase (+0,1%) 2011 (-1,4%) and 2012 (-0,8%) For the first time a minus 2013 a new but light increase (+0,2%) Million Million Euros in Million Source: Börsenverein des Deutschen Buchhandels 2

3 Wirtschaftspressekonferenz 2014 Estimated revenues Distribution channels 2013 Other points of sale 0,95 Billion (+2,2%) Bookclubs 0,16 Billion (-10,4%) 9,9% 1,6% Direct by publishing house 1,88 Billion (+1,5%) 19,7% 48,6% Booksellers (without e-commerce) 4,64 Billion (+0,9%) Shipping bookstores including Internet Online Bookshops 1,56 Billion (-0,5%) 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%) 1,78 Billion (-2,1%) Source: Börsenverein des Deutschen Buchhandels 3

4 Wirtschaftspressekonferenz Physical and online Bookstores Sales development : Annual change in percent ,2% -0,9% +0,3% +2,1% -1,5% +0,1% -2,8% -3,0% -3,7% +0,9% Bookstores (withour E-commerce) The development has changed: it declines for the first time for online bookstores ,8% +25,1% +11,0% +21,3% +20,0% +10,4% +15,6% +14,1% +5,0% -0,5% Online Bookstores 0 in Million Source: Börsenverein des Deutschen Buchhandels 4

5 Wirtschaftspressekonferenz 2014 Bookstores and distributors Sales by segments in 2013 (change from previous year) Fiction 33,8% (-3,5%) Children and Young Literature How-to / Self-help Non-fiction School and learning Travel Humanities, Art, Music Natural sciences, medicine, computer science, engineering Social sciences, law, business 15,8% (+1,3%) 14,5% (+5,5%) 9,3% (-0,2%) 9,0% (*) 6,3% (+3,5%) 4,5% (+1,9%) 4,3% (-1,9%) 2,6% (+0,8%) * Change is not reflected in the Industry Monitor BOOK Source: GfK Entertainment 5

6 Wirtschaftspressekonferenz Publishers Title production Source: Deutsche Nationalbibliografie, VLB Calculations: Börsenverein des Deutschen Buchhandels 6

7 Wirtschaftspressekonferenz 2014 Publishers Translations Source: Deutsche Nationalbibliografie, VLB Calculations: Börsenverein des Deutschen Buchhandels 7

8 Wirtschaftspressekonferenz 2014 Publishers Licenses Source: Lizenzumfrage, Börsenverein des Deutschen Buchhandels 8

9 Sales from ebooks on the book market (in percent) 10,0% 9,0% 8,0% 7,0% 6,0% 5,0% 4,0% 3,9% 3,0% 2,4% 2,0% 1,0% 0,5% 0,8% 0,0% Indicators and period: each from January to December German individuals aged 10 years or more from the GfK Consumer Panel Media * Scope Book *Private use (withous school or academic) 9

10 Anchored in the Market The E-Book in Germany 2013

11 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, ,03 7,72 7,58 21,5 6 13,2 4 1,9 4, Base: figures, period: each January to December, German individuals older than 10 years, without education books and textbooks, from the GfK Consumer Panel Media * Scope Book 11

12 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 7 6 5,5 6,4 5 4,3 2,4 3, ,8 0,7 1, Base: figures, period: each January to December, German individuals older than 10 years, without education books and textbooks from the GfK Consumer Panel Media * Scope Book 12

13 The preference for printed books remains high. The acceptance of digital books is significant. 100% 88% 87% 85% 82% 81% 79% 80% 60% 82% 81% 79% 74% 72% 68% Ich I love liebe printed gedruckte books Bücher very much, zu sehr, an electronic ein elektronisches device does Gerät not reicht fulfill nicht my expectation an das in reading Leseerlebnis experience heran 40% Das I rather Geld investiere my money ich lieber in in printed gedruckte books Bücher 20% 0% 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

14 The proportion of people who buy exclusively printed books continues to decline with an increase in people who would use both printed and ebooks. 6% % 7% 13% 15% 1% 7% In the future I will by books exclusively as ebook, never again in printed format 29% 28% basically as ebook and occasionally in printed format both as in ebook and in printed format basically in printed format and occasionally as ebook 40% 38% basically as printed book not at all or rarely in any format No answer 9% 2% 10% 1% Base: deutsche Privatpersonen ab 10 Jahren, Kenner von 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 14

15 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 Novels 46% 39% 10% 5% 33% 44% 17% 6% I would rather buy ebooks Travel guides Guide books 14% 9% 13% 17% 65% 64% 8% 10% 18% 19% 25% 33% 48% 37% 9% 11% I buy both formats indistinctly I would rather buy printed books No answer Textbooks, academic books 16% 22% 48% 14% 16% 25% 49% 10% Children s books 8% 18% 60% 14% % 13% 75% 8% Base: deutsche Privatpersonen ab 10 Jahren, Kenner von 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

16 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% 69% 57% 80% Very important important Rather important Not really important 19% 9% 8% 3% 12% All respondents who are familiar with ebooks 23% 6% 6% 5% 3% Respondents who have bought at least one ebook in 2013 Not important Not important at all 16 Base: deutsche Privatpersonen ab 10 Jahren, Kenner von 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

17 Publishing houses and E-Books in Germany

18 Two-thirds of publishers now have e-books in their catalogues: that is 12% more than All big publishers now offer ebooks. Total Publishing Houses Small Publishing Houses Medium Publishing Houses Big Publishing Houses Yes No 49% 53% 65% 43% 48% 57% 54% 65% 83% 81% 78% 100% 51% 47% 35% 35% 17% 19% 22% 57% 52% 43% 46% 18 Source: GfK Consumer Panels im Auftrag des Börsenvereins des Deutschen Buchhandels

19 Almost half of the ebook titles sold belong to general categories % 35% Academic General (Fiction, Travel Guide, Guides, Non-fiction,Children and young literature) 49% Textbook / School books 19 Base: 2012: 348 Publishers, 2013: 361 Publishers, 2014: 348 Publishers Source: GfK Consumer Panels im Auftrag des Börsenvereins des Deutschen Buchhandels

20 Sales via online bookstores remains at a high level Total Publishing Houses % 21% 14% 14% Direct sales through your home page Distribution through online bookstores 59% 66% 72% 74% Sales through rental model Other sales models 15% 12% 5% 8% 6% 6% Base: 2011: 437 Publishers, 2012: 348 Publishers, 2013: 361 Publishers, 2014: 348 Publishers Source: GfK Consumer Panels im Auftrag des Börsenvereins des Deutschen Buchhandels 20

21 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 Higher as in the pirinted book Exactly as the printed book Lower as in the printed book Total Publishing Houses % 14% 85% Um wie viel Prozent sind die Preise in etwa And to what percent niedriger? is this price lower? Total Verlage Publishing Gesamt Houses % 42% Until bis 10% niedriger lower 10-20% 10% to 20% niedriger lower mehr als 20% More niedriger than 20% lower Kann Does ich not nicht know / beurteilen/ Cannot specify weiß ich nicht 48% 21 Base 2014: 348 Publishers Source: GfK Consumer Panels im Auftrag des Börsenvereins des Deutschen Buchhandels

22 The importance of the "hard" Digital Rights Management decreases. More than two thirds of publishers use "soft" Digital Rights Management Security measures against unauthorized content copy 38% 62% Hard digital rights management (DRM) 44% 55% Yes No 2013 Soft digital rights management (digital Watermark) 48% 69% % 53% Other security measures 5% 12% 2014 Not specified: 2013: 1% 2014: 1% 22 Base: 2013: 361 Publishers, 2014: 348 Publishers Source: GfK Consumer Panels im Auftrag des Börsenvereins des Deutschen Buchhandels

23 Booksellers and ebooks in Germany

24 79% of the booksellers offer either ebooks and/or devices. 6% more as in last year Total Booksellers Yes, we offer ebooks and/or devices % % % No, we offer neither ebooks nor devices % % % Base: 2012: 410 Booksellers, 2013: 554 Booksellers, 2014: 538 Bookseller Source: GfK Consumer Panels im Auftrag des Börsenvereins des Deutschen Buchhandels

25 Increasing concentration of online bookstores The biggest risk that booksellers see is a possible high 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 25 Base: 2012: 410 Bookstores, 2013: 554 Bookstores, 2014: 538 Bookstores Source: GfK Consumer Panels im Auftrag des Börsenvereins des Deutschen Buchhandels

26 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. 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 26 Base: 2012: 410 Bookshops, 2013: 554 Bookshops, 2014: 538 Bookshops Source: GfK Consumer Panels im Auftrag des Börsenvereins des Deutschen Buchhandels

27 Fewer bookshops see the ebook as a reason for a possible decline of their business in the future Total Bookshops % 57% 40% Yes, there will be a decline in sales due to ebooks No, there will not be a decline in clasic bookshops due to ebooks 31% 38% Does not answer / know 26% 21% 17% 23% 27 Base: 2012: 410 Sortimente, 2013: 554 Sortimente, 2014: 538 Sortimente Source: GfK Consumer Panels im Auftrag des Börsenvereins des Deutschen Buchhandels

28 Von der Perspektive zur Relevanz - Das E-Book in Deutschland Thanks for your attention MARIFÉ BOIX GARCÍA FRANKFURT BOOK FAIR boix@book-fair.com