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Trade E-Book Publishing 2012


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

Since 2009, Simba Information has presented its groundbreaking Trade E-Book Publishing series, and for Trade E-Book Publishing 2012 Simba continues its tradition of providing independent research and vital analysis about this fast-changing market continues. 

Through a nationally representative survey of U.S. adults administered multiple times per year, Simba establishes the history of e-books and e-readers and makes projections on the future of both. Trends on e-books read, bought and acquired for free are showcased along with demographic intelligence about the e-book consumer—including gender, age, household income, education level and more. Unlike other research sources, Trade E-Book Publishing precisely measures the commitment consumers have to digital content by making the distinction between those who merely read and those who buy before drilling down for further analysis. Data on e-book prices is again included, and in this edition is augmented by compelling figures revealing how much consumers have actually spent on e-books in the past year. 

Simba, which has a long history in e-books, puts context in the market by revealing what percentage of U.S. adults buy print books as well as e-books, and for the first time Simba asks the most recent sample whether childrens/YA e-books have been purchased in the past year. Additionally, the report offers critical psychographic analysis of e-book users. 

The highly sought after hardware data has also become even more valuable in this edition thanks to new trend information on some of the most popular e-book hardware lines like the iPad, Kindle and Nook devices - and reveals some surprising data on what proportion of iPad owners do not read e-books. Because the hardware data changes constantly, Simba will present an addendum to buyers of this report, an update during the third quarter of 2012 – guaranteeing you the most up-to-date intelligence available. 

With over 65 charts, Trade E-Book Publishing 2012 is the resource for anyone who wants to understand how the e-book market and the consumers within really function. Get your copy today.


  • Methodology
  • Executive Summary
  • "Strategic Exploration"
    • Introduction
      • Do You Read E-Books? Yes or No
        • Table E-Book Overview: Percentage of U.S. Adults Who Have Read/Purchased an E-Book in the Last 12 Months
      • The Scale of the Market
        • Table Paperback Book Consumption vs. E-Books 2011
        • Table U.S. Trade Book and Electronic Book Net Sales, 2005-2011
  • Trends & User Demographics in the E-Book Marketplace
    • Introduction
    • Consumption Trends of E-Book Consumers vs. Print Book Consumers
      • Table Overview of Book Purchasing Population (U.S. Adults): 2010-2011 Print Book Purchasing Trends
      • Table Number of E-Books Read in Past 12 Months (2008-2011)
    • 10% of E-Book Users `Inactive' at Any Given Time
      • Table Number of E-Books Read in Past 12 Months February 2010 - February 2012
    • One in Four E-Book Users Spent More Than $50 On Content In 2011
      • Table Amount of Money Spent on E-Books in Last 12 Months
    • E-Book Buying Habits and `The Post-Holiday Pattern'
      • Table Number of E-Books Bought in Past 12 Months February 2010 - February 2012
    • Free E-Books Raising Questions
      • Table Number of Free E-Books Acquired in Past 12 Months February 2010 - February 2012
    • Library Use With E-Books Continues As Print Books Decline
      • Table Sources of Free E-Books (Past 12 Months)
    • Price of E-Books Still Low, Still Subject to Debate
      • Table Overview of Book Buying Population (U.S. Adults): Price Sensitivity Among All Adults, Book Buyers, E-Book and Kindle Users
      • Table Average Price, Amazon Kindle Top 100 Bestsellers, 2010-2011
    • E-Books Continue to Cannibalize Print
      • Table Overview of Book Purchasing Population (U.S. Adults): Hardcover's Two-Year Slide
    • Digital Rights Management Controversy Continues
    • The Demographics of the Electronic Book Buyer
      • Gender
      • Age Group
        • Table E-Book Demographics by Gender
        • Table E-Book Demographics by Age Group
      • Marital Status
        • Table E-Book Demographics by Marital Status
      • Children in Household
      • By Employment Status
        • Table E-Book Demographics by Children in Household
        • Table E-Book Demographics by Employment Status
        • Table E-Book Demographics by Educational Attainment
      • Educational Attainment
      • Race/Ethnicity
        • Table E-Book Demographics by Race/Ethnicity
        • Table E-Book Demographics by Urban vs. Suburban/Rural Locale
      • Urban vs. Suburban Locale
      • By Household Income Bracket
    • E-Books and the Children's/YA Segment
      • Table E-Book Demographics by Household Income Bracket
      • Table Print and Digital Children's Book Purchases (2011)
      • Table Opinions on Children, Reading and Technology
      • Table Opinions on Children, Reading and Technology (All Adults, E-Book users and iPad Owners) Any Agree
  • Overview of E-book Users: Psychographic Details
    • Table Overview of Book Purchasing Population General Attitudes: Any Agree
    • Table Overview of Book Purchasing Population Psychographic Scale: Health and Image Leader
    • E-Book User's Involvement With Social Media
      • Table Overview of Book Purchasing Population: E-book User Involvement With Social Media: Any Agree
    • E-book users' Involvement with Other Media
      • Table Overview of Book Purchasing Population Psychographic Scale: Newspaper and Radio Involvement
      • Table Overview of Book Purchasing Population Psychographic Scale: Television and Magazine Involvement
    • E-book users and The Internet
      • Table Overview of Book Purchasing Population Internet Life: Any Agree
      • Table Overview of Book Purchasing Population Psychographic Scale: Internet Activity
      • Table Overview of Book Purchasing Population Psychographic Scale: News Seeking
      • Table Overview of Book Purchasing Population Psychographic Scale: Research/Information Gathering
      • Table Overview of Book Purchasing Population High Tech: Any Agree
    • E-book Users and High Tech
      • Table Overview of Book Purchasing Population Psychographic Scale: Early Adopter
      • Table Overview of Book Purchasing Population Psychographic Scale: Tech Shy
      • Table Overview of Book Purchasing Population Cell Phones: Attitudes & Opinions: Any Agree
      • Table Overview of Book Purchasing Population Psychographic Scale: Traditional Mobile Use
    • E-book Users and Cell Phones
      • Table Overview of Book Purchasing Population Psychographic Scale: Focus on Mobile Features
    • Shopping and Consumer Behavior
      • Table Overview of Book Purchasing Population Shopping Behavior: Any Agree
    • E-book Users and Receptivity to Advertising
      • Table Overview of Book Purchasing Population Shopping and Consumer Products: Any Agree
      • Table Overview of Book Purchasing Population Advertising: Any Agree
      • Table Overview of Book Purchasing Population Psychographic Scale: Advertising Receptivity
      • Table Overview of Book Purchasing Population Psychographic Scale: Advertising Negativity
    • E-book Users and Automobiles
      • Table Overview of Book Purchasing Population Video Advertisements Noticed in the Past 30 Days
      • Table Overview of Book Purchasing Population Non-Video Advertisements Noticed in the Past 30 Days
    • E-book Users and Other Travel
      • Table Overview of Book Purchasing Population Opinions About Automobiles: Any Agree
    • Looking Ahead
      • Table Overview of Book Purchasing Population Travel: Any Agree
      • Table Overview of Book Purchasing Population Economic Outlook: Better/Worse Off Now vs. 12 Months Ago
      • Table Overview of Book Purchasing Population Psychographic Scale: Financially Better/Worse for Next 12 Months
      • Table Overview of Book Purchasing Population Psychographic Scale: Outlook On American Economy
  • iPad, Kindle, Nook, PC: Trends for E-Book Hardware
    • Introduction
    • The Evolution of E-Book Formats
    • The Hardware
      • The Personal Computer
        • Table PC User Trends (E-Books) February 2010 - February 2012
      • Mobile Phone or PDA
        • Table Mobile Phone User Trends (E-Books) February 2010 - February 2012
      • Apple's iPhone and iPod Touch
      • Apple's iPad and Other Tablets
        • Table iPad Ownership Trends September 2010 - February 2012
        • Table iPad User Trends (E-Books) June 2010 - February 2012
      • Dedicated Reading Devices
        • Table Sony Device User Trends (E-Books) February 2010 - February 2012
        • Table Amazon Kindle User Trends February 2010 - February 2012
        • Table Barnes & Noble Nook User Trends June 2010 - February 2012
        • Table Select Current U.S. E-Book Reading Devices, by Launch Date
        • Table E-Book Hardware Use Trends February 2011 - February 2012
    • The Future of Dedicated Devices
    • The Most Popular Devices Today
      • Table Devices Used to Read E-Books, 2008
      • Table Devices Used to Read E-Books, 2009
      • Table Devices Used to Read E-Books, 2010
      • Table Devices Used to Read E-Books, 2011
  • Recommendations and Forecasts
    • Forecasts
      • Table Percentage of U.S. Adults Who Will Buy Print and Digital Books (2012 - 2014 Projections)
    • Recommendations
      • Table Devices Used to Read E-Books: 2012 - 2014 Projections

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