September 14, 2010 00:15 ET

Despite Potential Threat From Tablet Devices, E-Reader Unit Shipments to Reach 35 Million by 2014, Says In-Stat

SCOTTSDALE, AZ--(Marketwire - September 14, 2010) -  Last year, standalone e-readers were one of the most popular devices in the consumer electronics world. Today, there is still buzz surrounding the e-reader market. However, the talk is of drastic price erosion, competition from the Apple iPad, and the overall sustainability of standalone e-reader shipment growth. Despite the potential impact that the tablet PC market may have on the standalone e-reader market, e-reader shipments will grow from 12 million units by the end of this year, to 35 million in 2014, according to In-Stat (

"Tablet PC shipments are taking off, fueled in particular by the Apple iPad introduction. Yet, there will still be a revenue opportunity for e-reader suppliers and OEMs since tablet PCs and e-readers target different consumers," says Stephanie Ethier, Senior Analyst, In-Stat. "Standalone e-readers will address the needs of avid readers, to whom the reading experience is central. Tablets are better suited for consumers who prefer a stronger multimedia experience, and only light reading."

Recent research by In-Stat found the following:

  • E-reader price points will continue to fall over the remainder of 2010, with a $99 model likely available in time for the holiday season.
  • Tablet unit shipments will reach approximately 58 million in 2014. 
  • Among the several semiconductor devices used in e-readers, the processor ASP will be the most resilient over the forecast period, only declining 18% from 2009 to 2014. Despite significant increases in NAND Flash densities, the dollar value of Flash declines 60% over the same period.
  • The semiconductor TAM for e-reader suppliers will exceed one billion dollars in 2011.

Recent In-Stat research "The Worldwide E-Reader Market: Life After the Apple iPad," (#IN1004757ID) offers information and analysis of market size, bill of materials, average sale prices, as well as an overview of e-reader manufacturers and suppliers including:

  • Manufacturers: Amazon, Barnes & Noble, and Sony
  • Display suppliers: E Ink Holdings, Liquavista, and Qualcomm
  • Processor suppliers: Freescale Semiconductor and Texas Instruments

For a free sample contact Elaine Potter,; (480) 483-4441.

About In-Stat

In-Stat's market intelligence combines technical, market and end-user research and database models to analyze the Mobile Internet and Digital Entertainment ecosystems. Our insights are derived from a deep understanding of technology impacts, nearly 30 years of history in research and consulting, and direct relationships with leading players in each of our core markets.

Contact Information

  • Contact:
    Stephanie Ethier
    Senior Analyst
    Email Contact
    Phone: (480) 483-4443

    Rick Vogelei
    Marketing Manager
    Email: Email Contact
    Phone: (480) 483-4476