SOURCE: Simba Information

Simba Information

November 03, 2011 12:49 ET

One in Five Adults Now Using E-Books

STAMFORD, CT--(Marketwire - Nov 3, 2011) - While e-book consumers have more gadgets than ever for digital reading, 39% of adults who identify themselves as e-book users did not buy any digital books over the past twelve months. According to a recent survey by media forecast firm Simba Information, this data, collected in September, is even greater than comparative data from a June 2011 survey which found that 31% of e-book users hadn't bought any digital titles.

"At the same time as this slowdown is occurring, we have found that about one in five U.S. adults are now defining themselves as e-book users," said Michael Norris, senior analyst of Simba Information's Trade Books Group, while commenting on the report. "The lull in buying could just be seasonal, but we've seen data suggesting that the more multimedia capabilities some devices have, the less likely the consumer will be to purchase e-books on that particular device."

Simba has already published data that shows 40% of iPad owners have never used the device to read or purchase a single electronic book.

The proprietary, nationally representative survey feeds into Simba's Trade E-Book Publishing Report series, which began tracking e-book usage and purchasing habits in 2008. Since Simba's survey is administered quarterly, new gadgets such as Apple's iPad, Barnes & Noble's Nook and Nook Color, and other devices have been added to the comprehensive analysis of e-reading hardware. Full demographic details on e-book buyers and a mid-year addendum on device usage are also included in the report. Further updates on e-book trends can also be found in Simba's Book Publishing Report.

Despite the decline in summer e-book purchasing, Norris indicated that the numbers won't always trend that way as long as e-reading gadgets remain a popular holiday gift. And with companies such as Amazon bringing the low priced Kindle Touch and Kindle Fire out in time for the holidays, there will certainly be a lot of e-readers and tablets given as gifts this year.

"What we've found is the first quarter of the year for e-books functions much like the fourth quarter for print books," Norris said. "If people get devices for Christmas, they often go on a short buying spree in the following weeks and months."

About Simba Information:
Simba Information is widely recognized as the authority for market intelligence in the media and publishing industries. Its extensive information network delivers top quality, independent perspectives on the people, events and alliances shaping the industry. Our monthly newsletter, Book Publishing Report tracks e-book trends and provides monthly analysis and performance assessments on major categories. The firm routinely assists clients and the press with publishing and media industry analysis. Follow us on Twitter and LinkedIn.

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