Paper is a hard industry to compete against in terms of efficientcy. Very little from a tree is wasted, they even use woodchippings and discarded branches from lumber factories, so that little of any tree is wasted. Most consumer grade paper not labeled as 100% recycled is about 30% recycled. How often does an ebook reader say "30% recycled electronics?" probably none.
This study seems to compare reading ebooks to producing the same duration on paper. So there is a loss of electronic efficientcy if someone were to re-read the same book electronically, versus reading the same paper book. Rereading a book electronically would have the same impact on the environment as producing another paper book. While re-reading the same paper book would not.
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