Data Monday: eReaders & eBooks

by Luke Wroblewski September 4, 2011

As the number of eReaders grows, their increased presence may result in more "convenience use" of the Web. When an eReader is the closest device with a browser, chances are people will use it to get online. So with that in mind, let's look at the latest data on eReader and eBook use.

  • In 4Q10, the worldwide eReader market more than doubled from the previous quarter, with more than 6 million units shipped for the quarter, bringing the full-year total to 12.8 million units shipped. (source)
  • The share of adults in the United States who own an e-book reader doubled to 12% in May, 2011 from 6% in November 2010. (source)
  • Among adults who do not have an eReader, just more than one in 10 -or 12%- said they were likely to get one in the next six months. (source)
  • Amazon continued to lead the eReader market holding just over 48% share in 2010 overall. Pandigital edged out Barnes and Noble for the number 2 spot in 4Q10. Worldwide Sony Reader shipments grew 80.7% during 4Q10 and exceeded 800,000 units for 2010. (source)
  • Less than four years after introducing Kindle books, Amazon.com customers are now purchasing more Kindle books than all print books [hardcover and paperback] combined. (source)
  • In 2010 Amazon sold 115 Kindle books for every 100 paperback books. (source)
  • eReader shipments were also up more than 325% from 2009 when roughly 3 million units shipped. The strong growth reflects a more competitive offering as well as widening interest in the category, including a boost from media tablet press and much lower pricing.
  • More publishers are now supporting Apple's iBook format called ePub versus Amazon's Kindle format. (source)
  • 100 million books have been downloaded from Apple's iBooks in less than a year. (source)
  • 35% of eReader owners said they use their devices while watching television. 61% of eReader owners use their device in bed. (source)
  • eReader owners indicated only 15% of their eReader time was spent watching TV, 37% of their device usage time in bed. (source)