Over two years ago, as one of my very first blog posts I wrote about the prices in the book app market, using my first 100 reviews for analysis. Now that I have reviewed over 700 titles in this new industry, I’d like to share a few of the points I made in 2011, which are still very much true … along with some stats to compare over time.
True today and even evident at the very beginning of this revolution in enhanced digital picture books was a tendency toward very low prices. If you compare these apps to other book-like products in the cultural environment, getting new releases for under $3 is rather unusual. However, this ‘sweet spot’ of $2.99 for eBooks is even more true today than two years ago, with over 70% of children’s book apps in our survey priced at $2.99 or less.
Overall, the market has slightly increased in free titles (from 10% to 12% compared to Oct. 2012) although this isn’t very statistically significant given the margin of error in a data set this small (under 1000). The number of titles in our data set of 100 are nearly identical to our data set for prices now that we’ve added an additional 600 titles to our site, showing a strong trend toward price stabilization.
Among the most important things that have been consistent for over 2 years in this marketplace:
1. There are some very nice free book apps and if you’re patient, you can even get many free promotions. However, this is not a practical long-term strategy for building a real ‘library’ of children’s books on your iPad. Eventually, paid downloads will be made by most consumers looking for quality picture books. It’s time consuming to try to find free ebook apps and good titles are only getting harder to find in the haystack that is the app store.
2. You can get a lot of great books for $0.99 – $1.99 USD. And for under $5 you can get almost anything in the app store, including enhanced titles of books available in print. A few premium titles are more than $5, but almost everything is under $10, including the newest releases with the most buzz. This is in stark contrast to the average $15-20 cost of new hardcover picture books, but more in line with the prices I’ve paid for used picture books. It may seem counter-intuitive, but the simpler eBooks found on Kindle, Nook & in the iBooks Store are actually much more expensive than enhanced book apps, on average.
3. Price can have a lot more to do with the amount of PR the developer can mobilize than it does with quality. This doesn’t mean more expensive books aren’t great – many of them are phenomenal, but what it does mean is that there are buried jewels in the lower price points.
4. Most books cannot hold onto a price point above $5 for very long and hope to stay in the top 200. There were fewer than 10 picture books above $5 in the top 200 paid iPad books when I checked in 2011. In 2013 I found the same thing was true, and if you removed the compilations of multiple books, it was fewer than five titles under $5. More than 95% of our site’s selection of the 700 of best titles are $4.99 or less, for instance.
5. Most free picture books in the top 200 are not really free. This is even more true now than 5 years ago. Most top free apps are:
a. ad-supported versions
b. lite versions (not the whole story most of the time)
c. free promotions that end within a couple days
d. one of a few dozen quality titles that have been free for a long time (a good place to start a collection but no way to supplement print)
So what has changed in pricing for book apps since April of 2010?
I get asked a lot to speak about trends I am seeing in the book app market and when it comes to price often, and I would say the same thing I say about the overall market today, compared to 2010. Overall, the publishers of book apps themselves have matured along with the industry. A lot of book app developers have started to do their homework or even found ways to share their expertise with the next wave of aspiring authors, illustrators and digital publishers.
More developers are taking marketing into consideration much earlier in their planning process, too. In 2010-2011, it was a daily experience to hear from a developer who had only just begun to think about marketing AFTER their app had already been released. Creating and storytelling can be very satisfying, but without any market research or understanding of how to find readers (now that’s a real needle in the haystack problem), it is very difficult to complete the ‘cycle of life’ for a real book without a marketing plan.
Publishers may have had a knack for marketing in print, but even they are scrambling to figure out how to make digital publishing work. But at least publishers knew then and know now that simply shouting, “buy my book, please” on every media channel available is no way to pitch a quality read. Thankfully, I’ve found that the biggest change in the market is the sophistication of the people who are both selling and making the product in the first place. This means a lot fewer schizophrenic pricing plans that seem go up and down with little rhyme or reason (or impact on sales, I might add). It also means a lot fewer broken hearts when ‘viral’ sales of an app fail to materialize.
Ultimately, I try to remind anyone who produces book apps that this “new” industry is just like the old one. There are only two things that matter in a children’s story – the children and the story. Period. Everything else is icing, whether it’s a pop-up tab or a digital interaction. If you can take that to heart, this is an industry just dying for quality, thoughtful and polished content. And how could anyone be afraid of that?