Monday, April 9, 2012

E-Books Take Off But Don't Bring in New Readers

A study released by the Pew Internet & American Life Project, doesn't offer much hope for the future of print. Turns out e-reading is getting more and more popular especially with those over 50 (due in part to the fact that you can adjust the type to any size you want). Yet digital books are not bringing in new readers - they're taking business away from the book printers. Not a great bell weather for the future of print.

Here's some information from the study. Those who have taken the plunge into reading e-books are relatively avid readers of books in all formats: 
  • 88% of those who read e-books in the past 12 months also read printed books.
  • They read more books. 
  • They read more frequently for pleasure, research, current events, and for work or school. They buy books rather than borrow them.
  • They are more likely than others to say they prefer to purchase books in general, often starting their search online.
The demographics echo what we hear about avid readers as well. They are better educated, more affluent and more likely to love reading.

So what does all of this tell marketers? As we move more into digital in many phases of our lives, we have to for now, think in two worlds. Will print ever die? Hopefully not in my life time. 

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