image Dedicated e-book readers won’t be the easiest sell if you go by Verso‘s 2009 Survey of Book Buying Behavior—presented at DigitalBookWorld.  On the positive, the overwhelming majority of owners say they do not pirate e-books.

Participating were 5,640 respondents, 48% male and 51% female. Here are Verso’s questions and findings, with a 1.6% margin of error and a 95% confidence level.

Are you likely to buy an e-reader (survey conducted in November/December of last year): 49% not at all likely; 23% not sure. In the 65+ year old category over 60 % say not at all likely.

Of e-reader owners, planned e-book purchases in the next year: not sure 35%; 10 or more 6.5%; 5-9 11%; 3-4 12%; 1-2 25%; none 8%.

Bundling: "would you buy a "deluxe" hardcover if it included and ebook for a modest surcharge?": 19% likely; 19% somewhat likely; 35% not sure.

Maximum amount to pay for an e-book: not sure 37%; less than $10, 27%; over $10, 28%, sweet spot seems to be between $10 – $18.

Piracy among e-reader owners: none, 63%; 1 – 2, 13%; 3 – 4, 7%; 5 – 9, 3%; 10 or more, 6% Hot spot of piracy is males 18 – 34.

Survey overview:

no near term tipping point
e-reader penetration could reach 12-15% in 2 years
undecided at 38% are swing faction
resistance among 45+ consumers

The full data will be available tomorrow at versoadvertising.com. It is well worth your going there to look at the full presentation.

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