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eBooks Go Global:
A look at eBook growth around the world




            June 2012
Perspective 1: Maturing Markets
US and UK eBook overview
November 19, 2007
March 12, 2010
Dedicated eReaders are the device of choice in the US
                                          Preferred eBook reading device

              Dedicated e-reader          PC (desktop, laptop, netbook)      iPad/Android Tablet   Smartphone
   80

   70

   60

   50

   40

   30

   20

   10

     0
              Sep-10             Jan-11            May-11         Aug 2011           Dec-11        Feb-12


Source: Source: BISG Consumer Attitudes Study
And have now surpassed PCs as device used most often in UK
                                       Preferred eBook reading device
                 Dedicated e-reader       PC (desktop, laptop, netbook)   iPad/other tablet     Smartphone
   60

   50

   40

   30

   20

   10

     0
                 Aug 2010                    Feb 2011               Nov 2011                  Mar 2012


Source: Bowker Understanding the Digital Consumer
From April ‘10 to March ‘11 eBook buyers grew 11% in the US
UK saw minimal growth
                            % of book buyers who purchased an eBook
16%                                                                                     15%
14%
12%
10%
 8%
 6%
          4%                                                                            3%
 4%
 2%                                                   1%
 0%



                              © 2012, the Book Industry Study Group, Inc, R.R. Bowker

                                           US Market               UK Market


Source: Bowker Books & Consumers
From April ‘11 to April ’12 growth in US was 10%
UK grew 7% in December ‘11
                             % of book buyers who purchased an eBook
30%
                                                                                                   24%
25%
20%
15%      14%                                                                                 12%
10%
 5%            4%                                                                       5%
 0%



                              © 2012, the Book Industry Study Group, Inc, R.R. Bowker
                                           US Market               UK Market


Source: Bowker Books & Consumers
Genre share of eBook market in US (vol)
 30%

                                                                                               Total Market
  25%
                                                                                               Mystery
 20%
                                                                                               Romance

  15%                                                                                          Biography

                                                                                               Cooking
  10%
                                                                                               Young Adult
   5%
                                                                                               Children's
                                                                                               Picture Book
   0%
          Q1 2010     Q2 2010      Q3 2010   Q4 2010   Q1 2011   Q2 2011   Q3 2011   Q4 2011


Source: Bowker Books & Consumers
Genre share of eBook market in UK (vol)
      25

                                                                                                       Romance

      20                                                                                               Crime/mystery


                                                                                                       YA
      15
                                                                                                       Biography
  %

      10                                                                                               Total


                                                                                                       Cooking
       5
                                                                                                       Children's
                                                                                                       picture books
                                   © 2012, the Book Industry Study Group, Inc, R.R. Bowker
      0
               Q4 2010              Q1 2011              Q2 2011              Q3 2011        Q4 2011


Source: Bowker Books & Consumers
eBook volume share by age of buyer (USA)
   25%



   20%
                                                                                                       18-29 Years

                                                                                                       30-44 Years
    15%
                                                                                                       45-54 Years

   10%                                                                                                 Total

                                                                                                       55+
    5%
                                                                                                       13-17 Years

    0%                             © 2012, the Book Industry Study Group, Inc, R.R. Bowker
              Q4 2010               Q1 2011              Q2 2011               Q3 2011       Q4 2011



Source: Bowker Books & Consumers
eBook volume share by age of buyer (UK)
    8

     7                                                                                            18-29

    6                                                                                             55-79

     5
                                                                                                  Total
 % 4
                                                                                                  30-44
     3
                                                                                                  45-54
     2
                                                                                                  13-17
     1
                              © 2012, the Book Industry Study Group, Inc, R.R. Bowker
    0
              Q4 2010              Q1 2011             Q2 2011               Q3 2011    Q4 2011


Source: Bowker Books & Consumers
Understanding the value of Power Buyers
                                 Print                            ‘e’
                                  22% of                         35% of
                                  buyers                         buyers



                                  53% of books                   60% of eBooks
                                  purchased                      purchased



                                   50% of $$$                    48% of $$$
                                   spent                         spent


Source: Bowker Books & Consumers, Q4 2011
Definition of heavy buyers = purchase 4 or more of that format
Understanding the value of Power Buyers
                               Print              ‘e’
                                   19% of         13% of
                                   buyers         buyers



                                   51% of books   46% of eBooks
                                   purchased      purchased



                                    47% of £££    38% of £££
                                    spent         spent


Source: Bowker Books & Consumers
Perspective 2: The Rest of the world
is not far behind… and catching up fast
GeM Details & Methodology
• 10 country study:
  Australia, Brazil, France, Germany, India, Japan, South
  Korea, Spain UK and USA
• Conducted online
• Country sample* of >1000 persons 18+, designed and
  weighted to be representative of the adult population in
  terms of age, sex and region
• So effectively only represents the populations with Internet
  access in each country
• Fielded in early 2012
     * India this was confined to the main cities
EBOOK PENETRATION
World-Wide eBook penetration
                                            Est. % of total pop
Country      Total pop   % with internet   purchased eBook
                                use
                 m              %                   %
Australia         22           89.8                 19
Brazil           203           37.4                  7
France            65           69.5                  3
Germany           82           79.9                 10
India           1189           10.2                  2
Japan            127           80.0                  6
South Korea       49           82.7                 12
Spain             47           62.2                  8
UK                62           82.0                 17
USA              313           78.3                 16
World-Wide eBook penetration
                      % of respondents purchasing eBook in past 6 months
                                           24

    21                                                                                21
                                                                                                       20
              18

                                                            14
                                  13                                  13


                                                   8
                         5




 Australia   Brazil    France   Germany   India   Japan   S. Korea   Spain          UK                 USA

                                                                             Base: All online adults
Projected number of ebook buyers, Feb 2012
          # who have bought an e-book in past 6 months (millions)
60

50

40

30

20

10

 0
     US   India   Brazil   UK   Germany   Japan   South   Australia   Spain   France
                                                  Korea
Free as a driver in emerging markets
                % of respondents downloading FREE eBook in past 6 months
                                         53
             47
                                                          42

   32                                                               33
                                                                            30
                                                                                                25
                                23


                      11                         11




Australia   Brazil   France   Germany   India   Japan   S. Korea   Spain    UK                 USA

                                                                           Base: All online adults
FUTURE GROWTH POTENTIAL
Future digital behavior – buying of ebooks
                                                            Very likely (4)   Fairly likely (3)


              29
                                          31


                                                           23

    17                                                                        16
                                                                                                 14
                                                                      21
                                 14
              29
                        12                23
                                                  9        18                 17                 16
    15
                                 10                                    9
                        6                         4

 Australia   Brazil   France   Germany   India   Japan   S. Korea   Spain     UK               USA

                                                                               Base: All online adults
Future digital behavior – downloading free ebooks
                                                                 Very likely (4)   Fairly likely (3)

               25                          28


                                                            33

                                                                         28
     22
                                                                                   19
               54                                                                                       17
                                  19       52
                         17
                                                            34
     24                                            15                    25        22                  20
                                  17
                         11
                                                   6

  Australia   Brazil   France   Germany   India   Japan   S. Korea     Spain       UK                USA

                                                                                     Base: All online adults
Future Digital Behaviors – No interest
      Country      No interest past or future - %
        Japan                   72%
       France                   66%
          USA                   59%
      Germany                   56%
          UK                    52%
      Australia                 45%
        Spain                   38%
     South Korea                26%
        Brazil                  16%
         India                  11%
Penetration Findings
• Much of the world is on par now with US in
  access to and experience with eBooks
• ‘Free’ in emerging markets still major source
  of access to eBooks
• High-tech does not always equate to high
  eBook penetration – e.g. France and Japan
• While only ~2% of Indian population has
  purchased an eBook – that number is > UK
  with 17% penetration
Perspective 3: India & Brazil –
Market forces that will make them
 ‘e’ power houses very soon
Is ‘e’ is the perfect storm for
publishing in emerging countries?
• Growth of ‘middle class economy’- focused on
  education

• English as the universal language – at least of
  business

• Advancements in online payment process’

• No supply chain necessary

• Affordable technology
Indian eBook buyer profile

    • Male – 58%

    • 25 – 34 years of age – 34%

    • Lives in city

    • College Grad

    • Works full time
8 in 10 buyers have paid for professional/business
or academic ebooks (with over 7 in 10 downloading
for free)
                         Book types downloaded (paid for or free)
                                         Paid    Free
                                                          80                        80
    80                                                         75
                                                                                              72
                                            69
                              64
           60                      60
    60           52                               53


    40
%

    20


     0
         Adult fiction        Adult NF      Children's    Prof/Bus             Academic/text
                                                                     Base: Paid to download/downloaded for free
Reading on pcs/laptops predominates...
                              Device used most for reading ebooks
                                               0                   20   40   %   60                80

                     Desktop PC or laptop                                                         76

       Tablet (other than iPad, Kindle Fire)           3

           Smartphone either than iPhone                       8

                                       iPad                5

Other devices on which ebooks can be read              3

                                    iPhone         2

                                   Ereader         2

           Kindle Fire (not Kindle ereader)        1
                                                                                      Base All downloaders
With direct from publisher most used source
                                   Main source of ebook purchase
                                       0             10          %             20                     30

              Publishers’ websites                                                       24

 Independent bookshops websites                                                     21

  Direct seller and etailer websites                                      18

              Amazon/Kindle store                                    16

          Apple iBookstore/iTunes                           11

From websites of chain booksellers                     10

                             Other         1
                                                                                              Base All buyers
Likely ebook buyers by genre, India
          Age/sex of those very likely to buy a             Age/sex of those very likely to buy an
       professional/business ebook in the next six        academic/text ebook in the next 6 months
                        months

60                                                   60




40                                                   40




20                                                   20




  0                                                  0




Base: all current and likely ebook buyers (681)
Brazilian eBook buyer profile

      • Female – 52%

      • 25 – 34 years of age – 36%

      • Lives in city

      • College Grad

      • Works full time
Professional and academic bought by nearly
three-quarters of ebook buyers
                         Book types downloaded (paid for or free)
                                        Paid        Free
    80                                                      74                         74       74
                                                                 71
                              62   61
    60     57
                 53
                                               47

%   40                                               37



    20


     0
         Adult fiction       Adult NF          Children's   Prof/Bus             Academic/text
                                                                       Base: Paid to download/downloaded for free
Again, pcs/laptops important...
                              Device used most for reading ebooks
                                               0                       20   40   %   60                80

                     Desktop PC or laptop                                                        72

       Tablet (other than iPad, Kindle Fire)                       9

           Smartphone either than iPhone                       6

                                       iPad                4

Other devices on which ebooks can be read              3

                                    iPhone         2

                                   Ereader             2

           Kindle Fire (not Kindle ereader)        1
                                                                                          Base All downloaders
But no one dominant source
                                   Main source of ebook purchase
                                       0             10      %          20                 30

              Publishers’ websites                                           21

 Independent bookshops websites                                               21

From websites of chain booksellers                                       20

  Direct seller and etailer websites                               16

              Amazon/Kindle store                    9

          Apple iBookstore/iTunes                    9

                             Other         2
                                                                                   Base All buyers
Likely ebook buyers by genre, Brazil
           Age/sex of those very likely to buy a          Age/sex of those very likely to buy an
         professional/business ebook in the next        academic/text ebook in the next 6 months
                       six months

  80                                               80



  60                                               60



  40                                               40



  20                                               20



   0                                                0




Base: all current and likely ebook buyers (608)
Closing thoughts…
• Other countries are fast catching the US up in their per capita
  use and desire to read eBooks – but will they follow the same
  pattern? Or will new models emerge?
• Amazon plays a central role in US and UK eBook
  distribution, but other world regions tend to be more
  fractured…for now
• Education and business genres are important in emerging
  world countries versus leisure genres in traditional Anglo
  markets
• As devices become more affordable and content more
  pervasive to emerging economies the potential for these
  countries to ‘leap frog’ the US in ‘e’ penetration could happen
  within the next couple years.
GeM reports available :
                 All Country Comparison free report
                 available now from Bowker Market
                 Research +44 (0) 207 831 1782 /
                 jo@bookmarketing.co.uk

                 Individual country reports also
                 available from Bowker Market
                 Research at £499 / $795 each;
                 contact
                 jo@bookmarketing.co.uk
Australian eBook buyer profile
       • Male & female – 51%/49%

       • 18-34 years of age – 46%

       • Live in suburbs

       • Not college grad – 59%
         without a degree

       • Works full time
Adult fiction by far the most commonly
bought genre...by 69% of all ebook buyers
                             Book types downloaded (paid for or free)
    80                                      Paid        Free
               69

    60               55
                                 50   50

                                                               39                         39       40
%   40   %                                                          35
                                                   31
                                                         26

    20



     0
             Adult fiction       Adult NF      Children's      Prof/Bus             Academic/text
                                                                          Base: paid to download/downloaded for free
Although pcs/laptops still important, iPad also
important...
                              Device used most for reading ebooks
                                               0                            20   %                40

                     Desktop PC or laptop                                                            40

                                       iPad                                 18

                                    iPhone                             12

           Smartphone either than iPhone                           9

                                   Kindle                      8

       Tablet (other than iPad, Kindle Fire)               4

                             Other ereader             3

Other devices on which ebooks can be read          2
                                                                                     Base All downloaders
Although Amazon dominate, Apple important
supplier too
                                   Main source of ebook purchase
                                                              %
                                       0                      20                40

              Amazon/Kindle store                                       35

          Apple iBookstore/iTunes                                  23

  Direct seller and etailer websites                     13

              Publishers’ websites                  10

 Independent bookshops websites                 8

From websites of chain booksellers              8

                             Other         4
                                                                         Base All buyers

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Kelly Gallagher -- eBooks Go Global

  • 1. eBooks Go Global: A look at eBook growth around the world June 2012
  • 2. Perspective 1: Maturing Markets US and UK eBook overview
  • 5. Dedicated eReaders are the device of choice in the US Preferred eBook reading device Dedicated e-reader PC (desktop, laptop, netbook) iPad/Android Tablet Smartphone 80 70 60 50 40 30 20 10 0 Sep-10 Jan-11 May-11 Aug 2011 Dec-11 Feb-12 Source: Source: BISG Consumer Attitudes Study
  • 6. And have now surpassed PCs as device used most often in UK Preferred eBook reading device Dedicated e-reader PC (desktop, laptop, netbook) iPad/other tablet Smartphone 60 50 40 30 20 10 0 Aug 2010 Feb 2011 Nov 2011 Mar 2012 Source: Bowker Understanding the Digital Consumer
  • 7. From April ‘10 to March ‘11 eBook buyers grew 11% in the US UK saw minimal growth % of book buyers who purchased an eBook 16% 15% 14% 12% 10% 8% 6% 4% 3% 4% 2% 1% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker US Market UK Market Source: Bowker Books & Consumers
  • 8. From April ‘11 to April ’12 growth in US was 10% UK grew 7% in December ‘11 % of book buyers who purchased an eBook 30% 24% 25% 20% 15% 14% 12% 10% 5% 4% 5% 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker US Market UK Market Source: Bowker Books & Consumers
  • 9. Genre share of eBook market in US (vol) 30% Total Market 25% Mystery 20% Romance 15% Biography Cooking 10% Young Adult 5% Children's Picture Book 0% Q1 2010 Q2 2010 Q3 2010 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: Bowker Books & Consumers
  • 10. Genre share of eBook market in UK (vol) 25 Romance 20 Crime/mystery YA 15 Biography % 10 Total Cooking 5 Children's picture books © 2012, the Book Industry Study Group, Inc, R.R. Bowker 0 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: Bowker Books & Consumers
  • 11. eBook volume share by age of buyer (USA) 25% 20% 18-29 Years 30-44 Years 15% 45-54 Years 10% Total 55+ 5% 13-17 Years 0% © 2012, the Book Industry Study Group, Inc, R.R. Bowker Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: Bowker Books & Consumers
  • 12. eBook volume share by age of buyer (UK) 8 7 18-29 6 55-79 5 Total % 4 30-44 3 45-54 2 13-17 1 © 2012, the Book Industry Study Group, Inc, R.R. Bowker 0 Q4 2010 Q1 2011 Q2 2011 Q3 2011 Q4 2011 Source: Bowker Books & Consumers
  • 13. Understanding the value of Power Buyers Print ‘e’ 22% of 35% of buyers buyers 53% of books 60% of eBooks purchased purchased 50% of $$$ 48% of $$$ spent spent Source: Bowker Books & Consumers, Q4 2011 Definition of heavy buyers = purchase 4 or more of that format
  • 14. Understanding the value of Power Buyers Print ‘e’ 19% of 13% of buyers buyers 51% of books 46% of eBooks purchased purchased 47% of £££ 38% of £££ spent spent Source: Bowker Books & Consumers
  • 15. Perspective 2: The Rest of the world is not far behind… and catching up fast
  • 16. GeM Details & Methodology • 10 country study: Australia, Brazil, France, Germany, India, Japan, South Korea, Spain UK and USA • Conducted online • Country sample* of >1000 persons 18+, designed and weighted to be representative of the adult population in terms of age, sex and region • So effectively only represents the populations with Internet access in each country • Fielded in early 2012 * India this was confined to the main cities
  • 18. World-Wide eBook penetration Est. % of total pop Country  Total pop % with internet purchased eBook use m % % Australia 22 89.8 19 Brazil 203 37.4 7 France 65 69.5 3 Germany 82 79.9 10 India 1189 10.2 2 Japan 127 80.0 6 South Korea 49 82.7 12 Spain 47 62.2 8 UK 62 82.0 17 USA 313 78.3 16
  • 19. World-Wide eBook penetration % of respondents purchasing eBook in past 6 months 24 21 21 20 18 14 13 13 8 5 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
  • 20. Projected number of ebook buyers, Feb 2012 # who have bought an e-book in past 6 months (millions) 60 50 40 30 20 10 0 US India Brazil UK Germany Japan South Australia Spain France Korea
  • 21. Free as a driver in emerging markets % of respondents downloading FREE eBook in past 6 months 53 47 42 32 33 30 25 23 11 11 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
  • 23. Future digital behavior – buying of ebooks Very likely (4) Fairly likely (3) 29 31 23 17 16 14 21 14 29 12 23 9 18 17 16 15 10 9 6 4 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
  • 24. Future digital behavior – downloading free ebooks Very likely (4) Fairly likely (3) 25 28 33 28 22 19 54 17 19 52 17 34 24 15 25 22 20 17 11 6 Australia Brazil France Germany India Japan S. Korea Spain UK USA Base: All online adults
  • 25. Future Digital Behaviors – No interest Country No interest past or future - % Japan 72% France 66% USA 59% Germany 56% UK 52% Australia 45% Spain 38% South Korea 26% Brazil 16% India 11%
  • 26. Penetration Findings • Much of the world is on par now with US in access to and experience with eBooks • ‘Free’ in emerging markets still major source of access to eBooks • High-tech does not always equate to high eBook penetration – e.g. France and Japan • While only ~2% of Indian population has purchased an eBook – that number is > UK with 17% penetration
  • 27. Perspective 3: India & Brazil – Market forces that will make them ‘e’ power houses very soon
  • 28. Is ‘e’ is the perfect storm for publishing in emerging countries? • Growth of ‘middle class economy’- focused on education • English as the universal language – at least of business • Advancements in online payment process’ • No supply chain necessary • Affordable technology
  • 29. Indian eBook buyer profile • Male – 58% • 25 – 34 years of age – 34% • Lives in city • College Grad • Works full time
  • 30. 8 in 10 buyers have paid for professional/business or academic ebooks (with over 7 in 10 downloading for free) Book types downloaded (paid for or free) Paid Free 80 80 80 75 72 69 64 60 60 60 52 53 40 % 20 0 Adult fiction Adult NF Children's Prof/Bus Academic/text Base: Paid to download/downloaded for free
  • 31. Reading on pcs/laptops predominates... Device used most for reading ebooks 0 20 40 % 60 80 Desktop PC or laptop 76 Tablet (other than iPad, Kindle Fire) 3 Smartphone either than iPhone 8 iPad 5 Other devices on which ebooks can be read 3 iPhone 2 Ereader 2 Kindle Fire (not Kindle ereader) 1 Base All downloaders
  • 32. With direct from publisher most used source Main source of ebook purchase 0 10 % 20 30 Publishers’ websites 24 Independent bookshops websites 21 Direct seller and etailer websites 18 Amazon/Kindle store 16 Apple iBookstore/iTunes 11 From websites of chain booksellers 10 Other 1 Base All buyers
  • 33. Likely ebook buyers by genre, India Age/sex of those very likely to buy a Age/sex of those very likely to buy an professional/business ebook in the next six academic/text ebook in the next 6 months months 60 60 40 40 20 20 0 0 Base: all current and likely ebook buyers (681)
  • 34. Brazilian eBook buyer profile • Female – 52% • 25 – 34 years of age – 36% • Lives in city • College Grad • Works full time
  • 35. Professional and academic bought by nearly three-quarters of ebook buyers Book types downloaded (paid for or free) Paid Free 80 74 74 74 71 62 61 60 57 53 47 % 40 37 20 0 Adult fiction Adult NF Children's Prof/Bus Academic/text Base: Paid to download/downloaded for free
  • 36. Again, pcs/laptops important... Device used most for reading ebooks 0 20 40 % 60 80 Desktop PC or laptop 72 Tablet (other than iPad, Kindle Fire) 9 Smartphone either than iPhone 6 iPad 4 Other devices on which ebooks can be read 3 iPhone 2 Ereader 2 Kindle Fire (not Kindle ereader) 1 Base All downloaders
  • 37. But no one dominant source Main source of ebook purchase 0 10 % 20 30 Publishers’ websites 21 Independent bookshops websites 21 From websites of chain booksellers 20 Direct seller and etailer websites 16 Amazon/Kindle store 9 Apple iBookstore/iTunes 9 Other 2 Base All buyers
  • 38. Likely ebook buyers by genre, Brazil Age/sex of those very likely to buy a Age/sex of those very likely to buy an professional/business ebook in the next academic/text ebook in the next 6 months six months 80 80 60 60 40 40 20 20 0 0 Base: all current and likely ebook buyers (608)
  • 39. Closing thoughts… • Other countries are fast catching the US up in their per capita use and desire to read eBooks – but will they follow the same pattern? Or will new models emerge? • Amazon plays a central role in US and UK eBook distribution, but other world regions tend to be more fractured…for now • Education and business genres are important in emerging world countries versus leisure genres in traditional Anglo markets • As devices become more affordable and content more pervasive to emerging economies the potential for these countries to ‘leap frog’ the US in ‘e’ penetration could happen within the next couple years.
  • 40. GeM reports available : All Country Comparison free report available now from Bowker Market Research +44 (0) 207 831 1782 / jo@bookmarketing.co.uk Individual country reports also available from Bowker Market Research at £499 / $795 each; contact jo@bookmarketing.co.uk
  • 41. Australian eBook buyer profile • Male & female – 51%/49% • 18-34 years of age – 46% • Live in suburbs • Not college grad – 59% without a degree • Works full time
  • 42. Adult fiction by far the most commonly bought genre...by 69% of all ebook buyers Book types downloaded (paid for or free) 80 Paid Free 69 60 55 50 50 39 39 40 % 40 % 35 31 26 20 0 Adult fiction Adult NF Children's Prof/Bus Academic/text Base: paid to download/downloaded for free
  • 43. Although pcs/laptops still important, iPad also important... Device used most for reading ebooks 0 20 % 40 Desktop PC or laptop 40 iPad 18 iPhone 12 Smartphone either than iPhone 9 Kindle 8 Tablet (other than iPad, Kindle Fire) 4 Other ereader 3 Other devices on which ebooks can be read 2 Base All downloaders
  • 44. Although Amazon dominate, Apple important supplier too Main source of ebook purchase % 0 20 40 Amazon/Kindle store 35 Apple iBookstore/iTunes 23 Direct seller and etailer websites 13 Publishers’ websites 10 Independent bookshops websites 8 From websites of chain booksellers 8 Other 4 Base All buyers

Notes de l'éditeur

  1. Thanks to Karina – Told her earlier that perhaps to the crowd to the end…One thing I understand very clearly… I am only thing that standsSaved the best for last end user – consumer – customer - reader
  2. Is this where we are? Is the line curving up? Let’s go to the data.
  3. The data shows a slightly different story. To be clear, there was growth. But as 2011 wore on, the curve flattened out.
  4. Is this where we are? Is the line curving up? Let’s go to the data.
  5. Is this where we are? Is the line curving up? Let’s go to the data.
  6. Is this where we are? Is the line curving up? Let’s go to the data.
  7. The e-book power buyer comprises a larger share of the overall e-book universe.
  8. The e-book power buyer comprises a larger share of the overall e-book universe.
  9. Let’s look first at ebook penetration within the different populations. You will see here that it varies from 10% in India to 90% in Australia – the highest among this sample. So that if you extrapolate from the % of the internet population who say they have purchased an ebook in the six months prior to interview back to the total population, this ranges from 19% of Australians to 2% of Indians.
  10. Among online adults (18+), however, we can see that the greatest percentage of ebook buyers among the sample was in India, at 24% just ahead of Australia, the UK and the USA. Bringing up the rear are Japan and France. The Japanese figures might seem strange, as this is a market that has been very receptive to manga, often read on a mobile device. However, the answer to this probably lies in our definition of an ebook as: A complete book in digital format, read on either a dedicated ereader or a multifunction electronic device. 
  11. We see free econtent is an important driver to engage potential buyers in the ebook market. As you’ll see here, over half the Indian respondents have downloaded a free ebook in the last six months, with the Brazilian and South Korean markets almost as active.
  12. We asked about people’s intention to pay for digital content in the future. The numbers of people buying an ebook in Australia, UK and USA could grow by around 50%: from around 20% to around 30% doing so by the second half of the year. France looks set to overtake Japan in ebook adoption – but at still quite a low level (albeit with high growth rates). India and Brazil are the most involved countries, with the proportion buying an ebook in India set to double, and in Brazil to triple, over the next six months, to over 50% of the online population in both cases. 
  13. And there’s a similar pattern for future free downloading too, with over three-quarters of those in Brazil and India saying they are likely to download an ebook for free in the next six months. 
  14. So, what does this show? That there are quite a number of countries round the world who are up there with the US – traditionally seen as a leader in this market – on their experience of and desire for ebooks. But being a high tech country does not necessarily equate into being an ebook ready country – see France and Japan. And whilst only 2% of the India population has so far purchased an ebook, with their huge population the number of people who have done so are much greater than those in the UK, where penetration is so much higher.