EBooks: changing the publishing industry, PwC

Turning the Page: The Future of eBooks

19

own any eBooks – except in the United 

States, where 7% of consumers already 

possesses an eReader. But the market is 

gradually picking up pace. Indeed, 20% of 

people surveyed in the United States, 17% 

in the UK and 14% in Germany purchased 

at least one electronic book last year. In 

general, consumers offen still use their 

computer for reading eBooks; eReaders 

have not been established as reading 

devices.

Country-specific differences with regard to

the appreciation of eReader functions 

There are various differences in the 

individual countries what consumers 

consider as important criteria for eReaders. 

The look and feel aspect is a major element 

particularly in the Netherlands and in 

Germany, and is an argument against 

buying eBooks. On the other hand, 

US-Americans and the British are more 

prepared to apply an eBook. Moreover, 

a wide range of eBooks is particularly 

important for Americans and the British. 

This is not surprising because they already 

have the advantages of a choice of several 

hundred thousand books. As specific

advantages of eReaders, consumers 

in other countries also appreciate the 

mobility, space savings, rapid availability, 

and environmental friendliness. 

Fig. 7   Popularity of eReaders 

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 an eReader.

0%

5%

10%

15%

20%

25%

30%

35%

Have you heard of eReaders?

35%

17%

16%

18%

21%

16%

18%

22%

22%

29%

33%

29%

20%

31%

30%

30%

2

7

3

1

Basis: All respondents

Germany

US

UK

Netherlands

Fig. 8   Number of bought eBooks in the last twelve months 

None

1 to 4

5 to 9

10 to 14

15 to 29

30 or more

How many eBooks did you buy in the last 12 months? 

0%

20%

40%

60%

80%

100%

86%

80%

83%

93%

9%

8%

7%

3%

3%

5%

5%

2%

1%

4%

1%

3%

1%

0%

2%

1%

1%

1%

1%

0%

Basis: All respondents

Germany

US

UK

Netherlands

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