Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and Terms
- Abbreviations
- Terms
Executive Summary
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- New products for a new world
- Strong potential, but not without risks
- A growing range of choices
- Manufacturers play a key role in sales and marketing
- eReaders and tablets still in an “early adopter” phase
- eReaders maintain an advantage in terms of eBook reading
Insights and Opportunities
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- How many is too many?
- The future is in video
Inspire Insights—Trend: Affection
Market Size and Forecast
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- Key points
- An emerging market in the early stages of growth
- Both growth and risks lie ahead
- Mobile computing and eReader sales
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- Figure 1: U.S. sales to dealers and forecast of mobile PCs and eReaders at current prices, 2006-14
- Figure 2: U.S. sales to dealers and forecast of mobile PCs and eReaders at inflation-adjusted prices*, 2006-14
- Fan-chart forecast
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- Figure 3: Fan chart forecast of U.S. sales to dealers and forecast of mobile PCs and eReaders at current prices, 2006-14
Market Drivers
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- Key points
- There’s an app for that
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- Figure 4: U.S. smartphone platform, share of installed base, October 2010
- Revving up to 4G
- eBooks slowly reach the mainstream
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- Figure 5: eBooks usage in past 12 months, January 2011
- A post-recession bounce?
Competitive Context
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- Key points
- Tablets—At the center of consumer electronics convergence
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- Figure 6: Consumer electronics and PC sales, by category, 2010
- eReaders face competition from new and old media
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- Figure 7: U.S. print and eBook sales, 2006-11
Segment Performance
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- Key points
- Tablets prevail over eReaders
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- Figure 8: U.S. unit sales to dealers of tablets and eReaders, segmented by product type, 2010 and 2011
Segment Performance—Tablets
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- Key points
- A meteoric rise—thanks to Apple
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- Figure 9: The next-generation Apple iPad 2
- Here and gone or built to last?
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- Figure 10: The Motorola Xoom tablet
- Sales and forecast of mobile computers
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- Figure 11: U.S. sales to dealers and forecast of mobile computers at current prices, 2006-14
- Figure 12: U.S. sales to dealers and forecast of mobile computers at inflation-adjusted prices, 2006-14
- Figure 13: U.S. unit sales of tablet PCs, 2010-15
Segment Performance—eReaders
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- Key points
- Initial explosive growth slows
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- Figure 14: The Barnes & Noble Nook Color
- Destined for the low end?
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- Figure 15: The value-priced ECTACO JetBook Mini eReader
- eBooks slated for continued healthy growth
- Sales and forecast of eReaders
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- Figure 16: U.S. sales to dealers and forecast of eReaders at current prices, 2006-14
- Figure 17: U.S. sales to dealers and forecast of eReaders at inflation-adjusted prices, 2006-14
- Figure 18: U.S. unit sales and average prices of eReaders, 2006-11
Retail Channels
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- Key points
- Many devices bought directly from manufacturers
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- Figure 19: Source of latest tablet or eReader, January 2011
- Brick-and-mortar an increasingly critical channel
- Coming to a cellphone store near you
Leading Companies
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- Key points
- Tablets—Apple prevails
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- Figure 20: Tablet ownership, by brand, January 2011
- Company profiles—tablets
- Apple
- Hewlett-Packard
- Motorola
- Samsung
- Additional vendors
- eReaders—Amazon still dominates, but for how long?
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- Figure 21: eReader ownership, by brand, January 2011
- Company profiles—eReaders
- Amazon
- Barnes & Noble
- Kobo
- Sony
Innovations and Innovators
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- Key points
- Kno
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- Figure 22: The Kno dual-screen eReader
- Notion Ink
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- Figure 23: The Notion Ink Adam tablet
Marketing Strategies
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- Key points
- Carriers, PC companies dominate ad spend
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- Figure 24: Advertising spending by leading tablet, eReader and related brands, 2008 and 2009
- Ready, set, launch!
- TV advertising
- Amazon focuses on a single compelling benefit
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- Figure 25: Amazon Kindle ad, 2010
- Apple makes it about the apps
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- Figure 26: Apple iPad ad, 2010
- Barnes & Noble educates
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- Figure 27: Barnes & Noble Nook ad, 2010
- Samsung hits the road
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- Figure 28: Samsung Galaxy Tab ad, 2010
- Print advertising
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- Figure 29: Amazon Kindle print ad
- Figure 30: Apple iPad 2 ad
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- Figure 31: People Magazine app ad
- Online initiatives
eBook Reading/Listening
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- Key points
- Young, affluent are most likely eBook users—but not always on eReaders
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- Figure 32: eBooks read/listened in past 12 months and device used, by gender, January 2011
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- Figure 33: eBooks read/listened in past 12 months and device used, by age, January 2011
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- Figure 34: eBooks read/listened in past 12 months and device used, by household income, January 2011
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- Figure 35: eBooks read/listened in past 12 months and device used, by level of education, January 2011
eReader and Tablet Ownership
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- Key points
- eReaders, tablets still in early adopter phase
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- Figure 36: Ownership of any eReader, tablet or other device, by gender, January 2011
- Figure 37: Ownership of any eReader, tablet or other device, by age, January 2011
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- Figure 38: Ownership of any eReader, tablet or other device, by household income, January 2011
- Figure 39: Ownership of any eReader, tablet or other device, by presence and number of children, January 2011
- Younger consumers strongly interested in owning tablets
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- Figure 40: Interest in owning/planned purchase, or any eReader or tablet, by age, January 2011
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- Figure 41: Interest in owning/planned purchase, of any eReader or tablet, by household income, January 2011
- iPad, Kindle lead in purchase intent
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- Figure 42: For named eReaders and tablets, ownership and interest in owning/planned purchase, January 2011
eReaders and Tablets as Gifts
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- Key points
- Gift purchase more popular for eReaders than tablets
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- Figure 43: For named eReaders and tablets, received or bought as gift, or planning to buy as gift, January 2011
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- Figure 44: eReaders and tablets, received or bought as gift, or planning to buy as gift, by age, January 2011
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- Figure 45: eReaders and tablets, received or bought as gift, or planning to buy as gift, by household income, January 2011
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- Figure 46: eReaders and tablets, received or bought as gift, or planning to buy as gift, by presence and number of children, January 2011
- Men more likely to buy eReaders as gifts and use them for work
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- Figure 47: Likelihood of giving an eReader as a gift/using for education/work, January 2011
- Figure 48: Likelihood of giving an eReader as a gift/using for education/work, by gender, January 2011
Content Viewed
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- Key points
- eReaders retain traction in the book space
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- Figure 49: Text-based content viewed on eReaders and tablets, use or plan to use, January 2011
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- Figure 50: Additional content viewed on eReaders and tablets, use or plan to use, January 2011
Important eReader Features
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- Key points
- Book lending support one of the most valued features
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- Figure 51: Importance of various features and functions for eReaders, January 2011
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- Figure 52: Importance of various features and functions for tablets, January 2011
Behavior Changes after Receiving eReader or Tablet
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- Key points
- Book buying and reading increases with eReader ownership
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- Figure 53: Change in book buying and reading after getting eReader, January 2011
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- Figure 54: Change in book buying and reading after getting eReader, by gender, January 2011
- eReader experience most compelling for books
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- Figure 55: The eReader experience compared to books, magazines and newspapers, January 2011
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- Figure 56: The eReader experience compared to books, magazines and newspapers, by gender, January 2011
Impact of Race/Hispanic Origin
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- Key points
- Asians, Hispanics most likely eBook and tablet owners
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- Figure 57: eBooks read/listened in past 12 months and device used, by race/Hispanic origin, January 2011
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- Figure 58: Ownership of any eReader, tablet or other device, by race/Hispanic origin, January 2011
- Figure 59: eReaders and tablets, received or bought as gift, or planning to buy as gift, by race/Hispanic origin, January 2011
Custom Consumer Tables
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- Key points
- Mid-level technology adopters most likely to use eReaders
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- Figure 60: eBooks read/listened in past 12 months and device used, by Experian Simmons technology adoption segmentation, January 2011
- High ownership seen in households with children, high-income Hispanics
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- Figure 61: Ownership of any eReader, tablet or other device, by gender and presence of children, January 2011
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- Figure 62: Ownership of any eReader, tablet or other device, by Hispanic origin and household income, January 2011
- Urban dwellers and fathers; important targets for gifting
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- Figure 63: eReaders and tablets, received or bought as gift, or planning to buy as gift, by urban status, January 2011
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- Figure 64: eReaders and tablets, received or bought as gift, or planning to buy as gift, by gender and presence of children, January 2011
Appendix—Other Useful Consumer Tables
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- Figure 65: For named eReaders and tablets, received or bought as gift, or planning to buy as gift, January 2011
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- Figure 66: eReaders and tablets, received or bought as gift, or planning to buy as gift, by gender, January 2011
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Appendix—Trade Associations
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