In Italy they sell the most books, digital but also paper, cala the large-scale distribution. Decrease also casual readers. The data of the IEA estimate for the first time the effect of Amazon and the Kindle in Italy
As goes the books market in Italy? For the first time the AIE, the Italian publishers Association, publishes data that include also an estimate of the weight of Amazon on the market, both for ebooks and for the sale of physical books that ebooks.
In summary, the library will confirm the place chosen by the italians, grows (and a lot) of e-commerce, while it collapses the Large-scale distribution. In 2016, the market for books varies, so that virtually all the books except the school, the technical university and the gifts, in the trade channel, i.e. libraries, online libraries, and large organized distribution has scored a +2.3% (on paper books, e-books and audiobooks), thus reaching a share of 1,283 million euro.
The news, however, are not all positive, if you watch the reading as well as the production and purchasing (i.e. the economic value of the market). In fact, from the point of view of reading, all know, the IEA is anticipating the data that will be presented officially tomorrow in the final day of the thirty-fourth Seminar of the School for the Librai Umberto and Elisabetta Mauri of Venice, the reading score overall by 3.1% compared to 2015 (by 24,051 million readers, down to 23,300 million in 2016), after +1.2% in the previous year. Readers strong, remain stable, while the decline especially affects the readers light and casual ones.
As the ebook
there are Not only paper books but also the digital ones, read on various other devices: ereader traditional but increasingly smartphones and tablets. The ebooks (and audiobooks) are worth € 62 million in 2016, or 5.1% of sales trade (+21% on 2015). The ebooks (and audiobooks) do not compensate, however, the decline in sales of books recorded from the 2011, but accentuate the positive sign of the market with a +2.3 percent, leading to a total turnover of 1,283 billion.
In the use of devices for reading growth according to the IEA is even more striking: 10% of italians in 2016 read on the devices, up from 8.9% in 2015 and 2.9% in 2010. The split of this rate is simple: made 100 the total number of readers of digital books, and only 7.3% use eReader, while 64.4 percent use smartphones, followed by 28.3 percent with tablets.
The use of ebook reader is, therefore, the residual between the ebook readers, who prefer to use the apps of your phone, smart or tablet. These data, however, take into account an assessment only approximate of how many actually use Amazon’s Kindle, because the american company does not provide data to anyone and it is not therefore possible to know the actual number of devices Kindle in circulation in our Country.
the role of The Amazon and the market
due To the policy of non-disclosure of the data, it is difficult to detect the actual weight of Amazon on the Italian market. We tried the IEA putting together different sources. According to the association of Italian publishers, if you add the estimate of the possible value of Amazon in Italy (about 120 million just for the physical book of change) in 2016 the total turnover of the market of paper books gets about 1,337 billion. It is a value of approximately € 100 million lower compared to the years 2010 and 2011, when Amazon had just arrived in Italy. Fall instead the sold copies, that stop 86.4 million in 2016 (Nielsen data), a value that rises to 87.5 million if you add also those sold by bookshops and points of sale small and "marginal".
From this point of view it is interesting to note how they are reconfiguring in the ultumi years, the market for distribution: the library will confirm the place chosen by the italians, is growing (much of the ecommerce, it collapses the large-scale distribution. In our Country we continue to buy books in a bookstore, independent or chain, which occupies almost three-quarters of the purchases (72.8%). Grow the performance of the libraries of the chain, decrease those of the libraries, the family-run. To be in a great difficulty, however, is the great organized distribution (GDO), which is reduced to 10.7% (in 2010 was 16.3%, which is still last year weighed in at 13.9%). Make a lot of e-commerce, which now accounts for 16.5% (in 2010 it was 5.1% last year to 13.9%).
At the global level, however, the Italian market is the one that registers the given positive lower. The United Kingdom marks of +2.5%, the Usa is +3.3% and Russia +8% (due to a strong increase of the prices).
as Many books as you do in Italy?
Very interesting data of how many actual books we produce and publish in our Country, including those written here and those translated. Surprising given: in 2016, the editors have published 66.505 securities, to add over 2,400 files available on Audible (for a comparison, the books were 59.198 in 2010). To these are added the 74.020 titles ebook, is strongly growing on the 2015 (they were 56.145) and eight times more than in 2010 (when they were only lire 9,076).
But the change is even more evident if we compare the production with respect to 1980: it has gone from 13.203 securities to 66.505 current. In particular, the narrative, which today has a population of 18.517 titles, in 1980 and stood at 1.087 titles and children’s books, today estimated at 6.457, constitute a number that is ten, compared to 612 of 1980.
the Index of reading
Ambivalent, finally, the data of the indices read: -3,1% compared to 2015, because you go from 24,051 million readers to 23,300 million. The ratio 2015 on 2014 had the sign posivito, with a +1.2% year-on-year recorded in 2015. Remain basically stable, the strong players (from 3,298 in 2015 become 3,285 million in 2016), while the largest decline relates to the weak and occasional readers.
Read more young people and adults (or "young elders"). The younger members of the population in fact continue to read more than the national average: 47.3% of children and teens between 6 and 17 years old who reads at least a book a year while in the remaining part of the population, the percentage of penetration drops to 39.5%. The fact, however, 100 the number of readers overall, the age group that recorded the highest growth is that of the Over60 (the "young elders"), with a +9.6% compared to 2010, while it decreases the share of readers in the age bracket between 25 and 44 years old with a -25,4%. The sign of demographic change, population ageing, long wave of schooling in the Sixties and Seventies.
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