Essentials of Digital Books from
the Consumer’s
Point of View
Angela James, Carina Press (@angelajames)
Jane Litte, Dear Author Media Network LLC (@jane_l)
Sarah Wendell, Smart Bitches Trashy Books LLC (@smartbitches)
“If you’re trying to persuade people to
do something, to buy something, it
seems to me you should use their
language, the language they use
every day, the language in which
they think.”
-David Ogilvy
Do you feel like publishers care
about you as an ebook reader?
75.11%
NO
Let’s be rude: how old are you?
60-69
50-59
40-49
31-39
26-30
18-25
Under 18
0
500
1000
• Largest group: 31-39
and 40-49 years
• Second largest age
group: 18-25 yrs.
• Third largest: 50-59
yrs.
All About Digital Readers
• 2, 247 of respondents have been reading for ten
or more years across multiple genres.
Science
Fiction/Fantasy
Romance
3000
2000
Gen. Fiction
1000
Mystery
0
Nonfiction
Genre
Book Purchasing Habits
New books each month:
10% 1%
Used books each month
9%
14%
9%
25%
46%
50%
<1 book
36%
1-5 books
6-10 books
11+ books
I don't buy new books
<1 book
6-10 books
1-5 books
I don't buy used
What do readers want?
To be heard.
Do you feel like publishers care
about you as an ebook reader?
80
70
60
50
40
30
20
10
0
No
Yes
How can publishers be responsive?
Social networking should
not be used exclusively
for publishers to talk to
one another.
It’s a conversation that
requires listening to the
consumer.
What Consumers Want
•
•
•
•
Quality
Flexibility
Consistency
Searchability
“The consumer isn't a moron; she is your
wife. She wants all the information you can
give her.”
– David Ogilvy
Customization & Use
Is 9780684868530
_10036.pdb by
Unknown Author on
the Times Bestseller
list today?
Survey Responses:
• “Sometimes I am bothered by the way the book 'looks' digitally. It's
not that I don't understand what the author is saying, but I know the
format is skewed.”
• “Ebook tags and filenames for authors & titles are not easily sorted
by author LAST name and by series order. This is a HUGE
frustration for me as I want to be able to easily know what order to
read books in a series!”
• “Oftentimes an eBook's formatting is off and it's bothersome. I just
purchased an eBook that double-sized words in the first few
paragraphs at the beginning of each chapter. It was very annoying.”
• “We want the same time and consideration put into ebooks as is put
into hardcover books.”
Irony is not good PR
Pricing is still in flux.
“FUnfortunately,” so is quality.
DRM: Driving Readers Mad
73% of readers surveyed
have not pirated
Despite all that, we
still want ebooks.
Good News & Bad News:
The optimal point of
sale experience has
not yet been created.
Every online
bookstore has
essential features –
and flaws that need to
be eliminated.
Optimal Purchasing Environment
•
•
•
•
Easy
Intuitive
Encouraging
Comprehensive
Optimal Purchasing Environment
2
1
3
Optimal Purchasing Environment
1
2
3
The Ideal Merge: Paper & Digital
The inability of print and digital books to promote one another for greater
collaborative success is the true cannibal of everyone's profits.
Digital Readers are Borderless
“Please drop geographical restrictions. Its antiquated! I'm a legitimate
customer, but being prevented from buying a book just because I'm not in an
area makes me feel like a second-class customer.”
“US-based publishers need to recognize that the publishing world does not
end at the border. If they wish to increase their sales, they need to increase
the availability of formats available to other countries.”
“Bloody geographical restrictions! Isn't my non-US currency good enough??”
Once and for all: print sales are
not at war with digital sales.
In the eyes of the end user,
it's a book to read.
Angela James
http://carinapress.com
@angelajames
Jane Litte
http://dearauthor.com
@dearauthor
@jane_l
Sarah Wendell
http://smartbitchestrashybooks.com
http://sbsarah.com
@smartbitches
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Essentials of Digital Books from the Consumer’s Point of …