From the Wires
New Simba Information Report: 8% of Adults Bought E-Book in Past 12 Months
By: Marketwired .
Mar. 31, 2009 01:24 PM
STAMFORD, CT -- (Marketwire) -- 03/31/09 -- Simba Information, the market research firm specializing in publishing and media, estimates that only about 8% of U.S. adults bought at least one e-book in the last 12 months and 15% read one, according to a new report, "Trade E-Book Publishing 2009," which was released today.
"Because too much information about the format has been created with hype and maintained through misunderstanding, we took e-book questions straight to consumers for this analysis," said Michael Norris, senior analyst of Simba Information, commenting on the report. "As it turns out, the e-book market is larger than publishers think, smaller than techies think, and riskier and less sexy than either realize."
"Trade E-Book Publishing 2009" drew much of its analysis from a Simba Information survey of 2,600 U.S. adults administered in February 2009, as well as a six-month analysis of bestsellers from the e-bookstores of Sony and Amazon's Kindle. The report compares the top categories of each bookstore to one another and to national print bestseller lists to determine what kinds of e-books consumers are demanding, and contains an analysis of pricing strategies.
The report also provides demographic intelligence about the e-book consumer -- including gender, age, household income, education level and more -- and names the devices e-book consumers favor the most. Additionally, it outlines the current and future impact of dedicated reading devices like the Amazon Kindle and the Sony Reader, the iPhone and cell phones, as well as other platforms.
Simba has also studied the average number of e-books read by consumers of the format and compared it to what is known about the consumption of print titles, determining what extent an "iPod of books" could really succeed in the general marketplace.
"Trade E-Book Publishing 2009" also features the trends and pitfalls in the marketplace, key publisher and retailer initiatives, and a discussion of the risks/rewards of free e-books that can be found with a simple Google search.
Norris said the e-book market, in spite of recent advances, still has a lot of growing up to do and should be "cautiously" pursued as long as that pursuit does not undermine the value proposition of a publisher's content, interfere with other initiatives to encourage engaged reading, or provide too much power to one e-book retailer. Additional information can be found at www.simbainformation.com or by calling 888-29-SIMBA.
About Simba Information:
Simba Information is widely recognized as the leading authority for market intelligence in the media and publishing industry. Simba's extensive information network delivers top quality, independent perspective on the people, events and alliances shaping the media and information industry. Simba provides consulting and reports that offer key decision-makers at more than 15,000 client companies around the globe with timely analysis, exclusive statistics and proprietary industry forecasts. For more information, please visit www.simbainformation.com.
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