20150610-尼尔森-U.S._Children_s_Book_Landscape_23页_4mb

US Children's Book Landscape (Q4 2014)

Summary

This Nielsen report provides an overview of the US children's book market for Q4 2014, analyzing demographic profiles, purchasing trends, best sellers, and market dynamics.

Key findings include:

• Female adults (33.9 years old) are the primary buyers of children's books.
• Hispanics are overrepresented among buyers, with an index of 127.
• Top sellers featured licensed properties like Minecraft and Frozen.
• Retailers like Barnes & Noble, Amazon, and Walmart dominate sales.
• 56% of purchases are in stores; e-books account for 10% of revenue.
• Hispanic families are more likely to buy children's books.
• Lifestyle subjects and interactive content (like Minecraft) show strong growth.
• In-person discovery methods remain critical, while the market is becoming more fragmented among retailers.

Details

Demographic Profile

• 57% female buyers, average age 33.9 years.
• Hispanics (14%) and non-white groups are overrepresented.
• Age groups most represented are 18-44 years.

Best Sellers

• Top 10 included Minecraft: Construction Handbook and multiple Frozen-related titles.
• 5 of the top 25 bestsellers were Minecraft titles.
• 6 of the top 25 were Frozen titles.

Retailers

• Barnes & Noble: 43%
• Amazon: 19%
• Walmart: 50%
• Top retailers dominate but the market includes over 150 other retailers.

Consumer Preferences

• Price is the primary factor for purchasing decisions.
• In-person modes (book fairs, librarian interactions) drive discovery.
• Hardcover is the predominant format (55%).

Distribution

• U.S. Hispanic buying power: $1.5 trillion.
• Hispanic families are 27% more likely to purchase children's books.

Business Implications

• Leverage growing Hispanic market and lifestyles in non-fiction titles.
• Invest in in-person discovery methods (store placement, book fairs) and direct-to-consumer channels.
• Consider opportunities provided by books purchased with other items.