SOURCE: Simba Information

Simba Information

April 27, 2011 10:22 ET

Survey Reveals 40% of iPad Owners Don't Read Books on the Device

STAMFORD, CT--(Marketwire - Apr 27, 2011) - Results from a nationally-representative survey concluded that about 40% of iPad owners have not used the device to read a single e-book. According to media and publishing forecast firm Simba Information's "Trade E-Book Publishing 2011," the survey also revealed a shift in demographic makeup of the e-book buyer from men to women during 2010 -- which brings the e-book format more in line with longtime trends in print books.

Although the iPad has generated a lot of hype since its launch in April 2010, the survey reveals most owners do not use it to read books, suggesting the device is used for games and other media instead. The report finds owners of tablet devices do not make up the majority of e-book users, with 45% of survey respondents citing the PC or Mac as their e-reading device.

"A lot of people equate the sale of a new gadget with the creation of a new reader, and it just doesn't happen," said Michael Norris, senior analyst and author of the report. "In both the offline and online world, there are a lot of independent factors and distractions that will keep a person from discovering and enjoying a book."

According to the report, demographic shifts occurred within the population of e-book buyers in 2010, with women now outnumbering men. The shift was a dramatic change from the 2009 results, which revealed 13% of men and 9% of women had purchased an e-book.

"In 2009, about 6,000 people a day bought an e-book for the first time," added Norris. "2010 expansion was less dramatic on the newcomer side, but the population of e-book buyers shifted away from the disengaged and occasional buyer and towards consumers who are more committed to reading print and digital books in general."

The report, "Trade E-Book Publishing 2011," includes an analysis of e-book consumption for smart phone and tablet devices, including Amazon's Kindle, Apple's iPad and iPhone and Barnes and Noble's Nook, as well as projections on which devices are expected to lead through 2013. In addition, the report provides a complete demographic profile of the e-book reader and features an extensive look at the best performing e-book titles, authors, imprints and categories.

About Simba Information:
Simba Information is widely recognized as the authority for market intelligence in the media and publishing industry, as its extensive information network delivers top quality, independent perspectives on the people, events and alliances shaping the industry. Our monthly newsletter, Book Publishing Report provides continuous updates on the trade book publishing markets. We routinely assist the media with publishing and media related topics. Follow us on Twitter and LinkedIn.

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