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The reason it peaked is all the heavy readers already have one or more ereaders. The ones they have are still working fine. New models aren't enough temptation to trade in until they wear out the ones they are using.
Occasional readers don't need ereaders.
Double digit growth can't go on forever. I expected a plateau where the most purchases are from new readers coming of age to read, some paper book reader getting too old to read paper anymore, and the occassional upgrade as the ereaders break or otherwise fail.
Check the growth of the ebooks. Those should still be going up.
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