EBooks: changing the publishing industry, PwC

PwC

26

Fig. 17  Buying interest iPad

I am planning to buy  

an iPad within the  

next 6 months

I am planning to buy  

an iPad sometime

I can imagine buying 

an iPad but have not 

made plans yet

Maybe, maybe not

Rather not

No, never

Can you imagine buying an iPad?

0%

10%

20%

30%

40%

2%

5%

3%

4%

5%

5%

4%

1%

18%

35%

24%

23%

21%

30%

17%

23%

18%

17%

30%

19%

20%

32%

18%

24%

Basis: All respondents

Fig. 16  

Preferred device

Germany

US

UK

Netherlands

Multifunctional device

Only reading device

39%

69%

37%

63%

37%

63%

Which type of reading device would you prefer? 

Basis: Interested buyers, who do not own an eReader

Germany

US

UK

Netherlands

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Turning the Page: The Future of eBooks

27

1.4 

The Future

Survey participants assume that printed 

books and eBooks will co-exist. Acceptance 

of eBooks appears somewhat stronger in 

the United States and UK. In the United 

States, for example, 7% of respondents 

said they plan to only read eBooks, online 

newspapers, and online magazines.

Fig. 18 summarizes the assessments of the 

future in the various countries.

Fig. 18  Future behavior

I will read printed products, but also 

eBooks

I will not change my behavior and 

refuse buying electronic books, 

newspapers or magazines

I will still read printed products, but 

also electronic newspapers/

magazines

In future, I will only read eBooks and 

electronic newspapers/magazines

None of these possibilities

0%

10%

20%

30%

40%

50%

60%

42%

51%

50%

31%

30%

21%

16%

29%

20%

16%

19%

18%

6%

4%

7%

3%

13%

9%

7%

8%

What are your future plans regarding eBooks and eReaders? 

Basis: Respondents, who do not own an eReader

Germany

US

UK

Netherlands

What conclusions can be drawn from the assessments of the experts and the consumer survey?