Kelly Gallegher, the VP of Publishing Services at RR Bowker gave an eye opening presentation at the conference today. RR Bowker has just completed a 120 country survey into consumer's ebook buying habits, and today we got a look at some of the data.
The presentation was densely packed with info, and there was in fact more data on the slides than you can take in at one sitting. So I took pictures of slides. You can find the photos on Flickr.
If I get the slides I will post them, but until then I think the photos are worth a look. The world ebook market is a lot more complex than you might think, and each country in the survey has its own market quirks.
Here are some of the highlights:
- eReaders in the US market peaked at 70% in August 2011, PCs now under 10%
- From November 2011 to January 2012, the percentage of ebook buyers went from 17% to 20% in the US
- 35% of ebook buyers are power buyers, and they buy 60% of ebooks & spend 48% of the market
- Print power buyers, on the other hand, only account for 22%, buy 53% books sold, and they account half the market
- US ebook market might have hit a saturation point, given that growth has slowed down
And here are some details from the international market
- fiction has its greatest appeal in developed countries
- non-fiction & technical books have greater appeal in the emerging ebook markets
- the PC is still the most popular reading device (all markets)
- eReaders are the most popular reading device in the US, UK and smartphones win in South Korea
- India & Brazil have the greatest potential for growth, both in terms of low resistance and high enthusiasm
- Kobo has a major presence in South Korea (15%)
And as for Amazon, in almost every country where they have a local ebookstore they are the single largest source of ebooks. The one exception is France, where the Kindle Store loses out to "high street chains", collectively. Split those stores up (Fnac, for example) and Amazon probably wins there too.
Bowker also found that B&N doesn't show up as having nearly the market presence I thought they did. Consumers reported them as having only 13% of the US market.