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David Lee King

Consumer Attitudes Toward E-Book Reading #BEA



BEAPresenters – Len Vlahos, Executive Director of BISG

October 2010 – ebook sales exploded.

hardcovers, paperbacks, etc – taking a huge dive at the same time

last year, the ebook curve flattened out quite a lot – it’s more incremental.

But – think of it more like a bowling average – it’s still fluctuating. Adult fiction is huge in ebook formats, other types of books not so much.

“Power buyers” are the ones buying ebooks – they buy 4 books a month, have a good income, and are younger.

What keeps people from buying ebooks?

  • lack of a good eroding device – some
  • difficult downloading process – some
  • biggest – prefer print, and difficult to share with others

He thinks the market is maturing and becoming more predictable

Value of power buyers – 53% of books purchased, 60% of ebooks purchased

trying to compare music to books – he’s missing the point. me here – can’t really compare. There’s one format in music. There are a ton of ebook formats and devices.

Kept mentioning a maturing market – again, he’s only thinking of sales. Format-wise, ebooks is still int he betamax/8-track phase. Me here

Excellent – just said that 57% of people who borrow from the library then go out and buy – same author, same genre. So sharing does drive sales.

Next presenter – Kelly Gallagher at Bowker Market Research

What about the global ebook experience

Comment from second speaker – definitely NOT a mature market – mentioned devices. Thank you!

Gave a global view of ebook sales

Lots of people globally like free content. Go figure!

US – 59% still have no interest in digital content.

In US and other anglo countries, fiction and leisure reading is driving sales. On other countries, like Brazil or India, the professional/business genre is HUGE. They have a growing middle class, etc.

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