Independents Hold Market Share for 2001; Market Share by Dollar Grows

According to recently released figures on adult trade books from market information provider Ipsos-NPD, independent bookstores in 2001 maintained market share, and accounted for 14.8 percent of the adult trade market, as measured by unit sales. This is the third year in a row that independents have maintained an approximate 15 percent market share. These sales were achieved even as the total number of independent bookseller members in ABA declined by approximately 20 percent in 2001.

Overall, the total bookstore market share (including independents and chains) on adult trade books was 38.2 percent, as measured by unit sales. This is slightly below the 38.5 percent market share of 2000, and down from 42 percent in 1998. In 2001, 39 percent of all adult trade titles sold in bookstores were purchased from independent booksellers.

"We are delighted to have more evidence that the slide in market share for independent bookstores may have stopped after a decade of significant reductions. This latest market data seems to confirm what we have been learning from the ABA’s revenue studies among bookstores in the Book Sense program," said ABA CEO Avin Mark Domnitz. "For two years now, better than two-thirds of those book stores have reported sales increases over the previous year, and this includes 2001 as compared to 2000."

The Ipsos-NPD figures show that chain bookstores also held market share in 2001, with 23.5 percent of the adult trade market, down from a 25 percent market share in 1998. Book clubs showed the biggest jump in 2001, with a 20 percent market share, as compared to 18.5 percent in 2000. Internet sales continued their upward trend, moving to 7.5 percent in 2001, up from 7.1 percent in 2000 and 1.9 percent in 1998.

Assessing market share by dollar volume, independents achieved a 15.8 percent share in 2001, which is up from 15.2 percent in 2000. The chains held their dollar market share at 30 percent in 2001. Internet dollar market share hit 10 percent last year, compared to 9.3 percent in 2000; 7.4 percent in 1999; and 2.8 percent in 1998.

According to the Ipsos-NPD figures, consumers purchased a total of 1.62 billion adult and children’s books through all market channels in 2001, up only 2 percent from 2000. Overall, the survey found that consumer book spending was essentially flat, totaling $12.8 billion in 2001, up from $12.6 billion in 2000.

This year, Ipsos-NPD has also released a total consumer market share analysis that includes the sales of children’s books.

Books purchased for readers 18 years or older accounted for more than two-thirds of all books purchased in 2001. Books bought for readers younger than 14 years of age comprised 29 percent of the total book purchases in 2001, and sales for readers between 14-17 years of age (the teenage/young adult market) represented the remaining 2 percent. In the latest Ipsos-NPD study, the teenage/young adult market posted the largest percentage gain over 2000 (over 20 percent). The data also indicates fewer children’s books are purchased online as compared to adult books. There is also greater reliance on mass-merchandisers and discount stores for children’s books as compared to adult books.

The adult trade book market grew only 2 percent, after a sluggish 2000. Sales of children's books increased 1 percent, with expenditures well exceeding this pace, as consumers proved willing to spend more in 2001. This was in contrast to several years of negative growth.

The Ipsos-NPD survey is compiled from information gathered from a panel of 12,000 nationally representative households that maintain daily purchase diaries for the company. This is the 10th year of the consumer book purchase study. -- Dan Cullen