2016-05-30-尼尔森-2015_U.S._Book_Industry_Year-End_Review_19页_917kb

2015 Year in Books Summary

Overview

The 2015 Year in Books report from Nielsen provides a comprehensive analysis of the U.S. book market, including sales data, consumer trends, bestsellers, and demographic insights. Total print book sales increased by 2.8% units from 2014, while traditional publisher eBook sales declined. Key themes included the growth of adult coloring books, shifts in reading formats, and milestones like the release of Harper Lee's "Go Set a Watchman" and Paula Hawkins' "The Girl on the Train," which became major bestsellers.

Key Sales Trends

• Total print book sales: 653 million units, up 2.8% from 2014; eBooks accounted for 24% of the market, down from 27%.
• Trade paperbacks, hardcovers, and board books showed growth, with board books increasing by 19%.
• Backlist titles made up 57% of print sales, up from 276 million units in 2014.

Industry Events and Milestones

• Strong performances: "Go Set a Watchman" sold 1.3 million units in its first week; "The Girl on The Train" combined print and eBook sales of 1.6 million units.
• Decline in subscription services like Oyster led to a drop in eBook subscriptions from 10% to 5% of eBook purchases.
• Adult coloring books emerged as a significant genre, with sales reaching 12 million units, well over the 1 million from 2014.

Bestselling Books

• Top print sellers included "Go Set a Watchman," "The Girl on The Train," and sequels to popular series like "Wimpy Kid." The top 20 lists are detailed by publisher, book, author, and sales figures.
• Juvenile bestsellers featured "Diary of a Wimpy Kid: Old School," "Paper Towns," and children's classics like works by Dr. Seuss.

Reader Insights

• Demographics: Females comprised 54% of book units sold, but spent a smaller share of dollars ($46% vs. $54% units). Adult coloring book buyers were 71% female.
• Discovery methods: Browsing in physical stores topped print book discovery; online browsing dominated for eBooks.
• Purchasing behavior: Holiday sales surged, with 115 million books sold in December. Christensen noted a decline in overall book buyers compared to 2011.

Author Analysis

• Harper Lee: "Go Set a Watchman" became a long-term bestseller, with $1.3 million in sales and high buyer satisfaction. Her readers were female, affluent, and frequent moviegoers.
• Paula Hawkins: "The Girl on The Train" set records with 1.6 million sales and 24 weeks on the bestseller list. Her readers were diverse but influenced by social media.

Category and Market Growth

• Non-fiction and juvenile non-fiction grew significantly, while adult fiction declined due to prior year's saturation.
• The Christian market saw a 9% value growth, with Bibles and Non-Fiction leading sales.
• eBooks saw a shift toward smartphones over e-readers and tablets.

Market and Source Notes

• Nielsen's data from BookScan, PubTrack Digital, and Books & Consumers offer sales, consumer behavior, and market analytics.
• Total book market share was distributed across channels, with chains declining and e-tailers and independents growing.
• Sales growth continued during holidays and Easter, with children's and mass merchandiser sectors leading in specific weeks.

For detailed data, including charts and additional insights, refer to the full report.