E-Textbooks in Higher Education 2010-2011

Attention: There is an updated edition available for this report.

E-Textbooks in Higher Education 2010-2011 is a new report from Simba Information that examines the lessons learned from the various implementations of e-textbooks on college campuses in the 2009-2010 academic year and the portend for the coming years.

For this report, Simba tapped reactions and experiences on college campuses, as well as insights of vendors, publishers and industry observers.

Topics in this report include:

  • Proliferation of e-readers and applications for electronic devices,
  • Current penetration of e-textbooks on college campuses and growth projections,
  • Popular types of instructional materials in e-textbook formats,
  • How e-textbooks are impacting traditional marketing and sales channels,
  • Impact of open-source textbooks on traditional publishing of e-textbooks.

E-textbooks burst on the scene in the 2009-2010 academic year with renewed vigor. While there may be a learning curve in the acceptance of e-textbooks, their overall impact is expected to be extensive.

Thus, E-Textbooks in Higher Education 2010-2011 is a critical tool for publishers, marketers and business developers in understanding market needs, trends and challenges.

College E-Textbook Market to Grow 50% in 2010, New Simba Report Finds

E-textbooks are finding their legs in the college market, growing at an estimated compound annual growth rate of nearly 49% through 2013, when they will account for more than 11% of textbook sales, according to the newly released E-Textbooks in Higher Education report from media industry forecast and analysis firm Simba Information.

“The digital transformation has infused new dynamism in the college publishing industry in the past year,” said Kathy Mickey, senior analyst/managing editor of Simba’s Education Group. “In the throes of a struggling economy, new devices and new formats have roiled the pot. Students, instructors and publishers are experimenting with the way textbooks and other instructional materials are created, marketed, distributed and used.”

New print textbooks continue to dominate the college instructional materials market at a projected $4.46 billion in 2010. But the hard-charging e-textbook segment will grow about 50% to an estimated $181 million, according to Simba’s most recent strategic market report.

E-Textbooks in Higher Education provides insight into:

  • The quickly changing distribution models for college instructional materials;
  • The role of learning management systems in marketing and distribution;
  • The disruptive potential of open access materials and textbook rental programs on e-textbook segment growth.

One focus of E-Textbooks in Higher Education is a Simba analysis of the lessons learned from the series of e-reader pilot programs in the 2009-2010 academic year. “A sure sign of how willing instructors and students are to experiment with new ways of accessing textbooks they need is the spate of pilot programs for Apple’s iPad, even after the tepid reception to the Kindle DX on campuses,” Mickey said.

An appendix to the report offers an overview of e-book format evolution and methods used by consumers to view and purchase e-books—an additional tool for publishers, marketers and business development professionals in understanding market needs, trends and challenges.

Additional information about the report, and how to order it, can be found at: http://www.simbainformation.com/pub/2523126.html.

About Simba Information:
Simba Information is widely recognized as the leading authority for market intelligence in the media and publishing industry. Simba's extensive information network delivers top quality, independent perspective on the people, events and alliances shaping the media and information industry. Simba publishes newsletters and research reports that provide key decision-makers at more than 15,000 client companies around the globe with timely news, analysis, exclusive statistics and proprietary industry forecasts. For more information, please visit: www.simbainformation.com.

Executive Summary
Chapter 1: Size and Structure
Textbooks: Traditionally Stable Market
Textbooks: Course Staple
Format Variety
Soft Covers and Custom are Alternatives
Used Textbooks Do Not Biodegrade
E-Textbooks Emerge as New Format Option
Recording Growth
Open Source Is Rising Challenge
Flat World Knowledge Secures Foothold
Macmillan Combines Customization with Open Access
Table 1.1: Growth in College Textbook Net Sales, 2000-2009
Table 1.2: Sales of Key College Instructional Materials, 2008 vs. 2009 vs. 2010P
Chapter 2: Distribution
CourseSmart Moves Closer to Faculty
Publishers Selling e-Books Through LMS
WileyPLUS Use Grows
Embedding in Blackboard
Barnes & Noble and Follett Partner with Blackboard
Changing Role for Campus Stores
Institutional Licensing
E-Readers Could Change Distribution Models
Barnes & Noble Launches NOOKstudy Software for PCs and Macs
Large, and a Tad Awkward, the Kno Launches
Challenges to Traditional Sales Model
Bridgepoint Publishes its Own Textbooks for Online Courses
Open Access Spreading
Textbook Rental Programs Mutiply
Cengage Learning Adds Textbook Rental Option
Table 2.1: Digital Statistics at College Stores
Chapter 3: E-Reader Pilots
Protecting the Disabled
Kindle DX Pilots
Arizona State University
Darden School of Business (University of Virginia)
Foster School of Business (University of Washington)
Pace University
Princeton University
Reed College
iPads Mean More Pilots
Coming to Reed College The Apple iPod Pilot
Table 3.1: Princeton University’s Kindle DX User Printing Statistics
Chapter 4: Conclusions & Outlook
Digital Transformation
Digital Growth Sets the Pace
Table 4.1: Sales Forecast of Key College Instructional Materials, 2009-2013
Appendix: Platforms for E-Book Consumption
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 A: Select Current U.S. E-Book Reading Devices, by Launch Date
Table B: Devices Used to Read E-Books, 2008
Table C: Devices Used to Read E-Books, 2009

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