The 2016 DeepDyve Report

The 2016 unaffiliated researcher report: who is reading articles on DeepDyve, what do they read and where do they come from?

DeepDyve 2016 Highlights

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•  For the 4th consecutive year, we achieved record revenues, profits and

distributed record royalties

•  Our registered user base increased in size by 24%

•  We expanded our partnership with Springer Nature to include all 3,000

journals, including every title from Nature and Palgrave Macmillan,

bringing our total holdings to nearly 15 million articles

•  93% of our users register with a corporate or consumer email address

•  70% of our users come from organizations with < 500 employees

•  81% of our users report Very-Somewhat Satisfaction scores

•  Top 3 reasons for dissatisfaction: 1) price; 2) project completed; and 3)

key journal(s) not available in service;

Background

! Our mission is to empower information professionals worldwide by making authoritative research more simple and affordable to access

! Our service offers several access options: –  Monthly subscription: $40/mo for unlimited rental (read-only)

access –  Annual subscription: $360/yr (same features as Monthly) –  Bundled rentals: $20 for 5 rental tokens (30 day expiration)

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What people read in 2016, by subject category

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Social Sciences and Humanities

31%

Health Sciences 19%

Life Sciences 16%

Chemical  Engineering  

Energy  

Physics  and  Astronomy  

Materials  Science  

Mathema7cs  

Earth  and  Planetary  Science  

Engineering  

Chemistry  

Physical  Sciences  and  Engineering  Subcategories  

Physical Sciences and Engineering

34%

Econ.  &  Finance  

Social  Sciences  

Decision  Sciences  

Arts  &  Humani7es  

Psychology  

Business,  Acct'ing  

Social  Sciences  and  Humani7es  Subcategories  

Molecular/Biochem/Gene7cs  

Microbio/Immunology  

Neuroscience  

Environmental  Sci.  

Agricultural/Biological  Sci.  

Life  Sciences  Subcategories  

Veterinary  Sciences  

Pharma/Toxicology  

Nursing/Health  Professions  

Medicine  and  Den7stry  

Health  Sciences  Subcategories  

As a broad category, the Physical Sciences dominated readership, closely followed by Social Sciences.

All Subject Areas | 2016

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0   5   10   15   20   25  

Chemical  Engineering  Energy  

Physics  and  Astronomy  Materials  Science  

Mathema7cs  Biochemistry,  Gene7cs,  and  Molecular  Biology  

Social  Sciences  Economics,  Econometrics,  and  Finance  

Unclassified  Veterinary  Science  &  Medicine  Immunology  and  Microbiology  

Neuroscience  Environmental  Science  

Agricultural  and  Biological  Sciences  Pharmacology,  Toxicology,  and  Pharma.  Sci.  

Earth  and  Planetary  Science  Decision  Sciences  

Arts  and  Humani7es  Engineering  Chemistry  Psychology  

Nursing  and  Health  Professions  Social  Sciences  (General)  

Business  Mgmt  and  Accoun7ng  Life  Sciences  (General)  Medicine  and  Den7stry  

Physical  Sciences  and  Engineering  (General)  

Subject Areas (Percentages)

Again we see that the Physical Sciences were most widely read (up from #2 last year), followed by titles in the medical and life sciences.

Top 25 – Most Read Journals in 2016

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DeepDyve users read from over 7,100 journals in 2016, a nearly 20% increase over 2015.

•  ACM SIGCOMM Computer Communication Review

•  AIP Conference Proceedings •  The American Journal of Physics •  Applied Physics Letters •  Bioresource Technology •  Computers in Human Behavior •  Energy Policy •  Expert Systems with Applications •  European Journal of Marketing •  Food Chemistry •  Fuel •  International Journal of Production

Economics •  Journal of Applied Physics •  Journal of Business Ethics •  Journal of Business Research •  The Journal of Chemical Physics

•  Journal of Cleaner Production •  Journal of Power Sources •  Nature •  Nursing Standard •  Proceedings of the ACM •  Proceedings of the IEEE •  Proceedings of SPIE •  Renewable and Sustainable Energy Reviews •  Tourism Management

Top 25 – Most Read Articles in 2016

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•  A Pictorial Review of Changes in the BI-RADS Fifth Edition

•  Are service marketing models really used in modern practice?

•  Brand strategies in social media

•  Building organisational culture that stimulates creativity and

innovation

•  Clinical Significance

•  Customer loyalty in the hotel industry: the role of customer

satisfaction and image

•  Determinants of employee engagement and their impact on

employee performance

•  Do social media marketing activities enhance customer

equity? An empirical study of luxury fashion brand

•  E-textbooks at what cost? Performance and use of electronic

v. print texts

•  Environmental assessment of air to water machines—

triangulation to manage scope uncertainty

•  Ethical fashion: myth or future trend?

•  Exciting red and competent blue: the importance of color in

marketing

•  Historical background of corporate social responsibility

•  Impact of color on marketing

•  Longitudinal study of digital marketing strategies targeting

Millennials

•  McDonald’s: “think global, act local” – the marketing mix

•  Multifunctional surfaces produced by femtosecond laser

pulses

•  The Netflix Effect: Teens, Binge Watching, and On-Demand

Digital Media Trends

•  Performance management and employee engagement

•  Performance measures and metrics in a supply chain

environment

•  The relationships of customer satisfaction, customer loyalty,

and profitability: an empirical study

•  Social anxiety and technology: Face-to-face communication

versus technological communication among teens

•  Transaction costs and the sharing economy

•  Transformational leadership

•  World's simplest electric train

This year’s favorite articles covered subjects ranging from marketing and social media to significance and environmental science.

Readership by Age of Article | 2016

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0%   10%   20%   30%   40%   50%   60%   70%   80%   90%   100%  

2016  

Ar7cles,  by  age  

<1950   1950-­‐1969   1970-­‐1979   1980-­‐1989   1990-­‐1999  

2000-­‐2004   2005-­‐2009   2010-­‐2015   First  Half  2016   Second  Half  2016  

The vast majority (approximately 80%) of material read by our users was published in 2000 or later, showing a strong preference for recent information.

Where Our Readers Originate | Domain Address

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Government (.org, .gov) Academic (.edu, .ac) Consumer, Corporate

Consumer, Corporate (93%)

Academic (6%) Government (1%)

Our readers came overwhelmingly from the consumer and corporate worlds, reaffirming DeepDyve’s value proposition of affordable access for this sector.

Where Our Readers Originate | Geography

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All  other,  34.7%  

Brazil,  1.5%  

India,  7.7%  

China,  7.9%  

United  Kingdom,  7.3%  

Germany,  3.8%  

Canada,  2.7%  

Australia,  2.3%  

Japan,  2.0%  

United  States,  28.5%  

France,  1.6%  

This year’s readers came from all over the globe, with most from the United States but strong representation also from Europe, Asia, and South America.

Where Our Readers Originate | Devices

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Desktop  87%  

Mobile  10%  

Tablet  3%  

The vast majority of users came from their desktops, with a rising percentage browsing via mobile (up from 8% in 2015).

Where Our Readers Originate | Demographics

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DeepDyve users skew slightly male (52% vs. 48% female). 30% of DeepDyve users are between the ages of 25-34, and 75% are < 44 years old.

Where Our Readers Originate | Size of Company

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India,  7.7%  

China,  7.9%  

United  Kingdom,  7.3%  

United  States,  28.5%  

Based on a recent survey of DeepDyve users, 70% of the respondents come from organizations with fewer than 500 employees

70%

User Satisfaction| Surveys

!  Please rate our service –  Very satisfied (38%) –  Somewhat satisfied (43%) –  Neither satisfied nor dissatisfied (7%) –  Somewhat dissatisfied (9%) –  Very dissatisfied (3%)

!  What’s the main reason you subscribe to DeepDyve (top 3 answers) –  Not affiliated with an academic library (26%) –  Convenience of having articles at my fingertips (20%) –  Can’t afford to purchase single article PDF’s (17%)

!  What’s the main reason you cancelled your subscription? –  Price (41%) –  Project completed, end of need (34%) –  Content, didn’t have the journal I needed (11%)

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Each year, DeepDyve conducts surveys from its users. Below is a summary of recent feedback:

Summary

!  The majority of DeepDyve users are satisfied with the service, and Content is no longer the #1 reason for cancellation as our holdings have expanded over the years.

!  Price and ‘End of Project’ are the top reasons for cancellation; could be addressed with new service offers to meet those distinct needs.

!  In 2017, DeepDyve recommends AB testing additional offers, such as:

–  Lower-priced subscriptions with limited access/expiration as a ‘downgrade’ option –  Lower-priced (prepaid) Annual Plans to lock-in users between projects –  Individual article rentals with varying expirations (e.g. $6 per rental for 48 hrs;

$15 per rental for no expiration)

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With 93% of users registering with a consumer/corporate email address, and 70% of users originating from organizations with < 500 employees, DeepDyve continues to successfully reach its target market of unaffiliated users in small to mid-sized organizations.