Surprising Numbers from Simba Information's The iPad and Its Owner 2014
Michael Norris is an independent consultant specializing in consumer media and retail.
On how the survey was conducted: “Because we conduct a nationally representative survey, we look at the book market from the bottom up instead of top down. A lot of analysts like to look at people who own 10 or more books, who own the tablets, who own the Kindle, and use that as a way to narrow down who they ask. It’s better to find out if people are buying or reading books at all. . . When we do it our way, we find there are 100 million adults in the US who haven’t bought a single solitary book in the past year. That’s a number the industry has to pay attention to sooner or later.”
On the future of ebook devices: “In August of 2012 we found out that about 15% of ebook users had used the Kindle Fire and 28% had used the E Ink Kindle, and that by June 2013 it was split 24% and 24%. Obviously you see that as E Ink devices are replaced or break, a lot of people are replacing them with Fires, and I think this trend will continue and make it a lot tougher for publishers to adapt. The best days of the dedicated ereading device are over.”
On the value of print and bookstores: “There is a lot of potential for figuring out a way to exploit the fact that most book consumers read and consume both print and digital. There has to be a way to target that person and get them to spend more, get them to talk about the book more and hopefully try to get the physical book browsing experience to match up with the digital book consumption experience.
“The most dysfunctional thing happening in books right now is that people walk into a bookstore, get the expertise from a bookseller, and go home and buy the book on their Kindle. That can’t go on forever for obvious reasons.