Originally Posted by jocampo
It's not because the market is saturated. If that was the case , people wouldn't be buying tablets. It's because the preference has shifted to tablets, at least for now.
No. The market for e-readers is not the same as the market for tablets..anymore than the market for computers is the same as the market for tablets. The relevant market question is to identify who is buying a tablet *instead of* an e-reader. There are a very large number of tablet buyers who would have never bought an e-reader, and don't read on their tablets.
There are also people like me who own both a tablet and an e-reader, but only read on the e-reader.
And then there are people who have bought a tablet to read on.
The market for tablets is, potentially, the same as the market for computers - 90% of the population, if not more. The market for e-readers is 20-40% of the population - people who read more than a handful of books a year. It's that market - the reader market - that may be getting saturated.