EBooks: changing the publishing industry, PwC

1.1 

Popularity of eBooks 

and eReaders

Even without much advertising, consumers 

have at least a vague idea that books can 

also be read in digital form and on specific

devices. The concept of the eBook is known 

equally in all countries. Fewer than one-

fifth of respondents in Germany, the United

States, and UK said they owned at least one 

eBook; in the Netherlands, only 8 percent 

said they had an eBook.

In general, eBooks are purchased by 

younger, well-educated adult males who 

like to read. On the other hand, nonbuyers 

tend to be older and female consumers 

who read and buy books less frequently.

About one-third of Germans surveyed have 

not heard of an eReader. In comparison, 

fewer than one-fifth of the people

interviewed in the United States, UK, and 

the Netherlands said they were unfamiliar 

with such devices.

The distribution of eReaders is 

(unsurprisingly) most pronounced in 

the United States, where 7% of survey 

participants have an eReader. The latest 

reduction in the prices of eReaders is 

likely to boost the market even further: 

The results of the consumer survey show 

that only 15% of US consumers would 

pay more than US$200 for a device, but 

that an additional 31% would consider 

purchasing an eReader for a price between 

US$100 and US$200. The Nook and the 

Kindle have fallen below this critical price 

threshold. This will not only boost sales in 

the US. Also on the international scene, 

demand is likely to rise appreciably due to 

the now affordable devices. 

The distribution of eBooks is comparatively 

low, and most survey participants do not 

What do  

customers want?

Fig. 6  Popularity of eBooks 

9%

9%

9%

11%

15%

11%

12%

12%

35%

36%

33%

34%

18%

19%

17%

8%

31%

27%

27%

27%

0%

5%

10%

15%

20%

25%

30%

35%

40%

No, I have never heard of 

them.

I have heard of them but I 

do not know what they are.

I have heard of them and 

know a little bit about  

them.

I have heard of them and 

know a lot about them.

I own one or more 

eBooks.

Have you heard of eBooks? 

Basis: All respondents

Germany

US

UK

Netherlands

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