Last year, Simba presented Trade E-Book Publishing 2009, the only report to date that's put the e-book market into a proper perspective. Simba took the microphone away from voices that have a stake in the future of e-books and presented independent and myth-busting analysis on the most talked about (but most unknown) segment of trade books.
Once again, Simba takes e-book questions directly to consumers in the form of an exclusive survey of 1,800 U.S. adults and combines it with additional analysis. In our second year of polling a nationally representative sample of adults, Trade E-Book Publishing 2010 will see just how much has changed in the market in one year—and what will be in store for the one ahead. This new edition includes definitive analysis of the devices on which e-books are read, the results of a Kindle owner's survey administered in December 2009, an extensive category analysis, updated demographic data of e-book buyers, and much, much more.
Table of Contents
Methodology
Executive Summary
Chapter 1: Analog Door, Digital Window
Introduction
Do you Read E-Books?: Yes or No
The Scale of the Market
Table 1.1: E-Book Overview: Percentage of U.S. Adults Who Have Read/Purchased an E-Book in the Last 12 Months
Table 1.2: U.S. Wholesale Electronic Book Sales, 2004-2009
Table 1.3: Total U.S. Trade Book and Electronic Book Net Sales, 2004-2009
Chapter 2: Trends & User Demographics in the E-Book Marketplace
Introduction
Myth #1: E-Book Consumers Tend to Buy Many E-Books
Experimenting with Price Options
Digital Rights Management Controversy Continues
The Demographics of the Electronic Book Buyer
Gender
Age Group
Marital Status
Children in Household
By Employment Status
Educational Attainment
Race Ethnicity
Urban vs. Suburban Locale
By Household Income Bracket
Bestsellers Mostly Mimic Print Titles
Top Titles Overall
New Titles
Top Authors
Top Imprints
E-Books and the Children's/YA Segment
Table 2.1: Overview of Book Purchasing Population (U.S. Adults): Customer Trends for Print Books
Table 2.2: Number of E-Books Read in the Past 12 Months (2008)
Table 2.3: Number of E-Books Read in the Past 12 Months (2009)
Table 2.4: Psychographic Analysis: E-Book Users vs. Non E-Book Users: Buying and Reading Print Books (Agree)
Table 2.5: Overview of Book Purchasing Population (U.S. Adults) Hardcover's One-Year Slide
Table 2.6: Psychographic Analysis: E-Book Users vs. Non E-Book Users (Agree)
Table 2.7: Number of E-Books Acquired Free From Library and Non-Library Sources (Past 12 Months)
Table 2.8: Average Price, Top 25 and Top 100 Bestsellers, January-December 2009
Table 2.9: Average Price, Top 100 Bestsellers, January-December 2009
Table 2.10: Best Performing Books with Prices, 2008-2009
Table 2.11: Select Price Changes for Bestselling Titles, 2009
Table 2.12: E-Book Demographics by Gender
Table 2.13: E-Book Demographics by Age Group/Generation
Table 2.14: E-Book Demographics by Marital Status
Table 2.15: E-Book Demographics by Children in Household
Table 2.16: E-Book Demographics by Employment Status
Table 2.17: E-Book Demographics by Educational Attainment
Table 2.18: E-Book Demographics by Race/Ethnicity
Table 2.19: E-Book Demographics by Urban vs. Suburban/Rural Locale
Table 2.20: E-Book Demographics by Household Income Bracket
Table 2.21: 2009 Composite List Overview
Table 2.22: Top 50 Titles, Amazon Kindle and Sony Reader Only, January-December 2009
Table 2.23: Top 50 Titles, January-December 2009
Table 2.24: Top 20 Titles, Amazon Kindle, January-December 2009
Table 2.25: Top 20 Titles, Sony Reader, January-December 2009
Table 2.26: Top 20 Titles, Barnes & Noble nook, August-December 2009
Table 2.27: Top 20 Titles, eReader.com, January-December 2009
Table 2.28: Bestseller List Category Comparison
Table 2.29: Top 50 New Titles, January-December 2009
Table 2.30: Top 50 Authors, January-December 2009
Table 2.31: Top 50 Imprints, January-December 2009
Table 2.32: Class Share of Bestsellers, 2009
Table 2.33: Stephenie Meyer's Twilight Series by Consolidated Rating, July 2008-December 2009
Chapter 3: Trade E-Book Publishing: Category Analysis
Introduction
Category Growth
Top Categories
Advice & How-To
Biographies & Memoir
Business & Investing
Children's Chapter Books
Cooking, Travel & Wine
Fantasy
Fiction
History
Humor
Lifestyle & Home
Literary Fiction
Mystery & Thriller
Politics & Current Events
Reference
Religion & Spirituality
Romance
Science
Science Fiction
Sports
Travel
Table 3.1: Amazon Kindle Categories by Total Growth, December 2008-December 2009
Table 3.2: Sony Reader Categories by Total Growth, December 2008-December 2009
Table 3.3: eReader.com Categories by Total Growth, Part One December 2008-October 2009
Table 3.4: eReader.com Categories by Total Growth, Part Two November-December 2009
Table 3.5: Barnes & Noble Nook Categories by Total Growth, August-December 2009
Table 3.6: Top 20 Trade Book Categories, January-December 2009
Table 3.7: Top 20 Electronic Book Categories, January-December 2009
Table 3.8: Bestselling Advice & How-To Titles, January-December 2009
Table 3.9: Advice & How-To on Bestseller Lists, January-December 2009
Table 3.10: Bestselling Biographies & Memoir Titles, January-December 2009
Table 3.11: Biographies & Memoirs on Bestseller Lists, January-December 2009
Table 3.12: Bestselling Business & Investing Titles, January-December 2009
Table 3.13: Business & Investing on Bestseller Lists, January-December 2009
Table 3.14: Bestselling Children's Chapter Books, January-December 2009
Table 3.15: Children's Chapter Books on Bestseller Lists, January-December 2009
Table 3.16: Bestselling Cooking, Travel & Wine Titles, January-December 2009
Table 3.17: Cooking, Travel & Wine on Bestseller Lists, January-December 2009
Table 3.18: Bestselling Fantasy Titles, January-December 2009
Table 3.19: Fantasy on Bestseller Lists, January-December 2009
Table 3.20: Bestselling Fiction Titles, January-December 2009
Table 3.21: Fiction on Bestseller Lists, January-December 2009
Table 3.22: Bestselling History Titles, January-December 2009
Table 3.23: History on Bestseller Lists, January-December 2009
Table 3.24: Bestselling Humor Titles, January-December 2009
Table 3.25: Humor on Bestseller Lists, January-December 2009
Table 3.26: Bestselling Lifestyle & Home Titles, January-December 2009
Table 3.27: Lifestyle & Home on Bestseller Lists, January-December 2009
Table 3.28: Literary Fiction on Bestseller Lists, January-December 2009
Table 3.29: Bestselling Literary Fiction Titles, January-December 2009
Table 3.30: Bestselling Mystery & Thriller Titles, January-December 2009
Table 3.31: Mystery & Thriller on Bestseller Lists, January-December 2009
Table 3.32: Politics & Current Events on Bestseller Lists, January-December 2009
Table 3.33: Bestselling Politics & Current Events Titles, January-December 2009
Table 3.34: Reference on Bestseller Lists, January-December 2009
Table 3.35: Bestselling Reference Titles, January-December 2009
Table 3.36: Bestselling Religion & Spirituality Titles, January-December 2009 105
Table 3.37: Religion & Spirituality on Bestseller Lists, January-December 2009
Table 3.38: Bestselling Romance Titles, January-December 2009
Table 3.39: Romance on Bestseller Lists, January-December 2009
Table 3.40: Bestselling Science Titles, January-December 2009
Table 3.41: Science on Bestseller Lists, January-December 2009
Table 3.42: Bestselling Science Fiction Titles, January-December 2009
Table 3.43: Science Fiction on Bestseller Lists, January-December 2009
Table 3.44: Bestselling Sports Titles, January-December 2009
Table 3.45: Sports on Bestseller Lists, January-December 2009
Table 3.46: Bestselling Travel Titles, January-December 2009
Table 3.47: Travel on Bestseller Lists, January-December 2009
Chapter 4: BlackBerry, iPhone, Nook, PC: Platforms for E-Book Consumption
Introduction
The Evolution of E-Book Formats
The Platforms
The Personal Computer
Mobile Phone or PDA
Apple's iPhone, iPod Touch and iPad
Dedicated Reading Devices
Future Devices
The Most Popular Devices Today
Table 4.1: Select Current U.S. E-Book Reading Devices, by Launch Date
Table 4.2: Devices Used to Read E-Books, 2008
Table 4.3: Devices Used to Read E-Books, 2009
Chapter 5: Recommendations and Conclusions
Recommendations
Trade E-Book Publishing 2010 now Available on ReportsandReports. ReportsandReports, comprising of an online library of 10,000 reports, in-depth market research studies of over 5000 micro markets, and 25 industry specific websites.
