This new study for PricewaterhouseCooper looks at consumers’ attitudes toward and interest in digital reading. It will also identify market opportunities and developments for eBooks and eReaders, and make recommendations for publishers, traditional retailers, online retailers, and intermediaries. The study includes a general market analysis, a discussion of trends and developments, and the results of a consumer poll conducted among 1,000 online users in the United States, United Kingdom, the Netherlands, and Germany
This research is complemented by more than 40 interviews with experts and senior executives of reader manufacturers, a wide range of publishers, dealers, online and traditional book shops, and libraries in Germany. The survey considers the importance of eBooks and asks about their market potential, drivers, obstacles for the future market development, and possible income models and marketing structures. The survey focuses on the international market for eBooks and eReaders, particularly with regard to mass market books in the United States, United Kingdom, the Netherlands, and Germany. It also focuses on opportunities for digital distribution of newspapers and magazines through tablets, such as the Apple iPad.
The US market is by far the most mature, with eBook revenue expected to account for 7.2% of all consumer book sales in 2010. The UK is lagging behind the US in terms of supply of devices and availability of content. However, market conditions are changing, which is reflected by market participants reporting rising sales of eBooks. Furthermore, new attractive devices such as the Kindle are now sold in the UK, and it quickly sold out after its introduction. PwC expect that the eBook market in the UK will, to a certain extent, mirror the development that can be seen in the United States.
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