EBooks: changing the publishing industry, PwC

Consumers are considering 

newspaper and periodical 

subscriptions on tablets and 

readers, but the focus is on 

reading books. 

The fact that publishers have taken a step 

in the right direction is also confirmed by

a PwC consumer survey. Consumers are 

receptive to digital reading of newspapers 

and periodicals. Although book reading 

is considered to be the more important 

function, 36% to 49% of periodical 

subscribers and 30% to 48% of newspaper 

subscribers would use the iPad for reading 

electronic newspapers and periodicals. 

The situation with eReaders is similar: 

Approximately one in three newspaper 

subscribers considers that reading 

magazines on the eReader is a possibility, 

and 29% to 34% of newspaper subscribers 

also consider that it is conceivable that 

they would page through their newspapers 

on an eReader. However, the focus with 

eReaders is also on reading books: About 

70% of consumers would use the eReader 

for purchasing and reading mass market 

titles. 

If consumers are asked to describe 

their attitude toward digital publishing 

products, one in ten consumers says 

that he or she might subscribe to digital 

newspapers and periodicals; the figure in

the United States is 16%. Indeed, half of all 

people covered by the survey are thinking 

about an electronic periodical subscription. 

Subscribers and nonsubscribers are also 

in agreement with regard to the future 

viability of printed products. About two-

thirds believe that digitally distributed 

newspapers will at least partially replace 

the printed editions; only 24% (US) to 

45% (UK) of people covered by the survey 

continue to believe in the printed edition 

without any restriction.

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