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Kris777 · 08-03-2009, 11:50 PM

http://blogs.forrester.com/consumer_...erability.html

Awareness and ownership of eReaders is growing, spurred by marketing campaigns from Amazon.com and Sony as well as press coverage and word-of-mouth buzz. But Forrester's newest data suggests that tomorrow's prospects for eReader purchasing bear scant resemblance to the high-earning, male tech optimists that own eReaders today. Later waves of eReader adopters are likely to be female consumers who read a lot but buy fewer of their books online than the first wave of eReader adopters do. This spells trouble for Amazon — and opportunity for consumer electronics manufacturers like Sony, mass-market retailers like Wal-Mart, and publishers like Harlequin, which could (and do) target these consumers with eBook subscription services.

First, eReader interest and awareness is definitely growing, as you can see:

Second, the types of consumers likely to buy an eReader are changing. While early adopters of eReaders were a perfect storm of demographics for Amazon (they could afford the device, they have a need for the device in business travel and urban commuting, they like technology, and they buy lots of books online), future prospects for the devices look completely different. They're more likely to be female, less tech optimistic, and they read a lot (on average, 5 books per month) but they buy and borrow books from multiple sources, as opposed to buying lots of books online.

The big takeaway is that this could spell trouble for Amazon, if competitors can move in to better serve the later waves of adopters who don't have as strong a relationship with the eCommerce giant.

I've heard from clients that they're already seeing this shift--more women buying the devices and shopping for eBooks.

08-03-2009, 11:50 PM	#1
Kris777 Banned Posts: 1,767 Karma: 2520493 Join Date: Oct 2008 Device: Nexus 7, jetBook-Lite, jetBook mini, Toshiba Thrive, JETBOOK COLOR	Who Will Buy An eReader? http://blogs.forrester.com/consumer_...erability.html Awareness and ownership of eReaders is growing, spurred by marketing campaigns from Amazon.com and Sony as well as press coverage and word-of-mouth buzz. But Forrester's newest data suggests that tomorrow's prospects for eReader purchasing bear scant resemblance to the high-earning, male tech optimists that own eReaders today. Later waves of eReader adopters are likely to be female consumers who read a lot but buy fewer of their books online than the first wave of eReader adopters do. This spells trouble for Amazon — and opportunity for consumer electronics manufacturers like Sony, mass-market retailers like Wal-Mart, and publishers like Harlequin, which could (and do) target these consumers with eBook subscription services. First, eReader interest and awareness is definitely growing, as you can see: Second, the types of consumers likely to buy an eReader are changing. While early adopters of eReaders were a perfect storm of demographics for Amazon (they could afford the device, they have a need for the device in business travel and urban commuting, they like technology, and they buy lots of books online), future prospects for the devices look completely different. They're more likely to be female, less tech optimistic, and they read a lot (on average, 5 books per month) but they buy and borrow books from multiple sources, as opposed to buying lots of books online. The big takeaway is that this could spell trouble for Amazon, if competitors can move in to better serve the later waves of adopters who don't have as strong a relationship with the eCommerce giant. I've heard from clients that they're already seeing this shift--more women buying the devices and shopping for eBooks.