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The 2012 survey includes data provided by 1,977 publishers from all four industry sectors, Trade, School/K-12, Higher Education and Professional/Scholarly Publishing.
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Which mean the actual % is higher than 31.7% listed when self-published adult fiction is taken into account. The self-published adult fiction ebook is by no mean a small market.
And the 31.7% (before self-published taken into account) is for 2011.
Might see that 31.7% increase to over 40% for adult fiction in 2012.
2013 might be the year where adult fiction ebook is 50% of the total adult fiction market. With Nexus7, Kindle Fire 2, Ipad mini duking it out, more potential devices for ereading.