Trade E-Book Publishing 2011


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

Now in its third year, Simba’s Trade E-Book Publishing report series has been recognized as the source for independent and myth-busting analysis on the most exciting but least understood segment of trade books.

For our 2011 edition, Simba has upped the ante by continuing its exclusive, nationally representative survey of U.S. adults on a quarterly basis, allowing the authors of the report to add new e-book devices (including the iPad and the Nook Color) to our coveted device analysis and add more questions on this ever-changing segment.

This new edition expands on Simba’s already-extensive e-book category analysis, updated demographic data of e-book buyers, data on how consumers really feel about pricing, projections on how many consumers will enter this market in the coming years, and much more.

The report also provides demographic intelligence about the e-book consumer—including gender, age, household income, education level and more. Simba has also studied the average number of e-books read by consumers of the format and compared it to what is known about the consumption of print titles. Since Simba’s survey does not target book buyers exclusively, we are able to capture the nuances of the common e-book reader in ways the competition just can’t match.

Trade E-Book Publishing 2011 also features trends and pitfalls in the marketplace, key publisher and retailer initiatives, new psychographic details of consumers and a thorough device analysis. You can’t afford to be without this groundbreaking analysis.


Stamford, CT - April 27, 2011 -Trade E-Book Publishing 2011, the survey also revealed a shift in demographic makeup of the e-book buyer from men to women during 2010-which brings the e-book format more in line with longtime trends in print books.

Although the iPad has generated a lot of hype since its launch in April 2010, the survey reveals most owners do not use it to read books, suggesting the device is used for games and other media instead. The report finds owners of tablet devices do not make up the majority of e-book users, with 45% of survey respondents citing the PC or Mac as their e-reading device.

"A lot of people equate the sale of a new gadget with the creation of a new reader, and it just doesn't happen," said Michael Norris, senior analyst and author of the report. "In both the offline and online world, there are a lot of independent factors and distractions that will keep a person from discovering and enjoying a book."

According to the report, demographic shifts occurred within the population of e-book buyers in 2010, with women now outnumbering men. The shift was a dramatic change from the 2009 results, which revealed 13% of men and 9% of women had purchased an e-book.

"In 2009, about 6,000 people a day bought an e-book for the first time," added Norris. "2010 expansion was less dramatic on the newcomer side, but the population of e-book buyers shifted away from the disengaged and occasional buyer and towards consumers who are more committed to reading print and digital books in general."

The report, Trade E-Book Publishing 2011 includes an analysis of e-book consumption for smart phone and tablet devices, including Amazon's Kindle, Apple's iPad and iPhone and Barnes and Noble's Nook, as well as projections on which devices are expected to lead through 2013. In addition, the report provides a complete demographic profile of the e-book reader and features an extensive look at the best performing e-book titles, authors, imprints and categories.

  • Methodology
  • Executive Summary
  • "More Books Than You Can Ever Read in a Lifetime"
    • Table E-Book Overview: Percentage of U.S. Adults Who Have Read/Purchased an E-Book in the Last 12 Months
    • Table Paperback Book Consumption vs. E-Books 2010
    • Table Total U.S. Trade Book and Electronic Book Net Sales, 2005-2010
  • Trends & User Demographics in the E-Book Marketplace
    • Table Overview of Book Purchasing Population (U.S. Adults): Customer Trends for Print Books (Number of adults in thousands)
    • Table Number of E-Books Read in Past 12 Months (2008-2010)
    • Table E-book User Buying/Purchasing Habits (Past 12 Months)
    • Table Average Price, Top 25 and Top 100 Bestsellers, January-December 2010(Titles on Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Best Performing Books with Prices, 2008-2010 (Based on consolidated ranking across Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Psychographic Analysis: "I Am Spending Less On Books These Days Because Of The Economy"
    • Table Overview of Book Purchasing Population (U.S. Adults): Hardcover's Two-Year Slide (Number of adults in thousands)
    • Table Consumers Acquiring Free E-Books From Library and Non-Library Sources (Past 12 Months)
    • Table Average Price, Top 100 Bestsellers, 2009-2010 (Titles on Amazon, Sony and Barnes & Noble bestseller lists)
    • Table E-Book Demographics by Gender
    • Table E-Book Demographics by Age Group/Generation
    • Table E-Book Demographics by Marital Status
    • Table E-Book Demographics by Children in Household
    • Table E-Book Demographics by Employment Status
    • Table E-Book Demographics by Educational Attainment
    • Table E-Book Demographics by Race/Ethnicity
    • Table E-Book Demographics by Urban vs. Suburban/Rural Locale
    • Table E-Book Demographics by Household Income Bracket
    • Table Class Share of Bestsellers, 2010 (Titles on Amazon, Barnes & Noble and Sony bestseller lists)
  • Trade E-Book Publishing: Title and Category Analysis
    • Table 2010 Composite List Overview (Titles, authors and imprints on Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Top 50 New Titles, January-December 2010 (out of 1,832 total)
    • Table Top 20 New Titles, Amazon Kindle, January-December 2010 (out of 772 total)
    • Table Top 20 New Titles, Barnes & Noble Nook, January-December 2010 (out of 837 total)
    • Table Top 20 New Titles, Sony Reader, January-December 2010 (out of 886 total)
    • Table Top 50 Titles, January-December 2010 (out of 2,247 total)
    • Table Top 20 Titles, Amazon Kindle, January-December 2010 (out of 972 total)
    • Table Top 20 Titles, Barnes & Noble Nook, January-December 2010 (out of 1,060 total)
    • Table Top 20 Titles, Sony Reader, January-December 2010 (out of 1,109 total)
    • Table Top 10 Titles, 2008-2010 (Based on consolidated ranking across Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Top 50 New Authors, January-December 2010 (out of 859 total)
    • Table Top 50 Authors, January-December 2010 (out of 1,354 total)
    • Table Top 10 Authors, 2008-2010 (Based on consolidated ranking across Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Top 50 New Imprints, January-December 2010 (out of 150 total)
    • Table Top 50 Imprints, January-December 2010 (out of 327 total)
    • Table Top 10 Imprints, 2008-2010 (Based on consolidated ranking across Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Top Publishers by Percentage of Total Titles, January-December 2010 (out of 169)
    • Table Top Publishers by Percentage of Total Rating, January-December 2010 (out of 169)
    • Table Top 20 Electronic Book Categories, January-December 2010 (out of 25 total)
    • Table Top 20 Trade Book Categories, January-December 2010 (Based on data from NYT, USA and PW bestseller lists; out of 97 total)
    • Table Top 10 Categories, 2008-2010 (Based on consolidated ranking across Amazon, Barnes & Noble and Sony bestseller lists
    • Table Bestseller List Category Comparison (top three categories per retailer highlighted in bold)
    • Table Amazon Kindle Categories by Total Growth, December 2009-December 2010
    • Table Sony Reader Categories by Total Growth, December 2009-December 2010
    • Table Barnes & Noble Nook Categories by Total Growth, December 2009-December 2010
    • Table eReader.com Categories by Total Growth December 2009-December 2010
    • Table Bestselling Advice & How-To Titles, January-December 2010 (out of 50 total)
    • Table Advice & How-To on Bestseller Lists, January-December 2010(Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Bestselling Biographies & Memoir Titles, January-December 2010 (out of 65 total)
    • Table Biographies & Memoirs on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Bestselling Business & Investing Titles, January-December 2010 (out of 54 total)
    • Table Business & Investing on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Sony and Barnes & Noble bestseller lists)
    • Table Bestselling Children's eBooks, January-December 2010 (out of 157 total)
    • Table Children's eBooks on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Children's eBooks Category Rating by Bestseller List, January-December 2010
    • Table Bestselling Fantasy Titles, January-December 2010 (out of 129 total)
    • Table Fantasy on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Fantasy Category Rating by Bestseller List, January-December 2010
    • Table Bestselling Fiction Titles, January-December 2010 (out of 146 total)
    • Table Fiction on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Fiction Category Rating by Bestseller List, January-December 2010
    • Table Bestselling History Titles, January-December 2010 (out of 43 total)
    • Table History on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Bestselling Humor Titles, January-December 2010 (out of 26 total)
    • Table Humor on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Bestselling Literary Fiction Titles, January-December 2010 (out of 120 total)
    • Table Literary Fiction on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Literary Fiction Category Rating by Bestseller List, January-December 2010
    • Table Bestselling Mystery & Thriller Titles, January-December 2010 (out of 469 editions of 454 titles total)
    • Table Mystery & Thriller on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Mystery & Thriller Category Rating by Bestseller List, January-December 2010
    • Table Top 10 Mystery & Thriller Titles, 2008-2010 (Based on consolidated ranking across Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Top 20 Mystery & Thriller Authors, January-December 2010 (out of 279 total)
    • Table Top 20 Mystery & Thriller Imprints, January-December 2010 (out of 98 total)
    • Table Bestselling Nonfiction Titles, January-December 2010 (out of 10 editions of 9 titles total)
    • Table Bestselling Parenting & Families Titles, January-December 2010 (out of 6 titles total)
    • Table Bestselling Politics & Current Events Titles, January-December 2010 (out of 31 editions of 24 titles total)
    • Table Politics & Current Events on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Bestselling Reference Titles, January-December 2010 (10 total)
    • Table Bestselling Religion & Spirituality Titles, January-December 2010 (out of 125 total)
    • Table Religion & Spirituality on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Religion & Spirituality Category Rating by Bestseller List, January-December 2010
    • Table Bestselling Romance Titles, January-December 2010 (out of 708 total)
    • Table Romance on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sonybestseller lists)
    • Table Romance Category Rating by Bestseller List, January-December 2010
    • Table Top 10 Romance Titles, 2008-2010 (Based on consolidated ranking across Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Top 20 Romance Authors, January-December 2010 (out of 376 total)
    • Table Top 20 Romance Imprints, January-December 2010 (out of 91 total)
    • Table Bestselling Science Titles, January-December 2010 (18 total)
    • Table Bestselling Science Fiction Titles, January-December 2010 (out of 53 editions of 32 titles total)
    • Table Science Fiction on Bestseller Lists, January-December 2010 (Titles and Rating for Amazon, Barnes & Noble and Sony bestseller lists)
    • Table Bestselling Sports Titles, January-December 2010 (5 total)
    • Table Bestselling Travel Titles, January-December 2010 (5 total)
  • iPhone, Kindle, Nook, PC: Platforms for E-Book Consumption
    • Table Select Current U.S. E-Book Reading Devices, by Launch Date
    • Table Devices Used to Read E-Books, 2008
    • Table Devices Used to Read E-Books, 2009
    • Table Devices Used to Read E-Books, 2010
  • Recommendations and Forecasts
    • Table Devices Used to Read E-Books: 2011 - 2013 Projections
    • Table Devices Used to Read E-Books: 2011 - 2013 Projections

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