What’s the most popular way to read an e-book? Not what you think. According to a recent Forrester survey, Wired reports, for e-reading the Kindle actually comes in slightly behind laptop computers as consumers’ e-book reading platform of choice. More than 1/3 of those surveyed preferred laptops.
Laptops only slightly trump the Kindle, 35 percent to 32 percent. Coming in third was the iPhone, with 15 percent, followed by a Sony e-reader (12 percent), netbooks (10 percent) and the Barnes & Noble Nook (9 percent). Also at 9 percent was the iPad.
Only 7% of online U.S. adults currently read e-books, the survey states, though 8% expect to in a year.
Forrester’s results also suggest good news for the Kindle as the e-book business grows.
“Sure, other eReaders have been introduced that are intriguing, but Amazon has a secret weapon: an existing relationship with a large share of all book buyers,” Forrester said. “Four in 10 people who own or expect to buy an eReader shop at Amazon for physical books. Exactly 50% of people who bought an eBook in the past month have bought eBooks from Amazon’s Kindle store.”
Forrester has just published a five-year forecast for e-book buying, though at $499 it’s a bit pricey for the average consumer to read.
PaidContent has a piece by Forrester Research analyst James McQuivey going into further detail about some of its implications. Total e-book revenues for 2010 will not quite reach one billion dollars, but Forrester expects yearly e-book sales to triple to $2.8 billion by 2015, and to become half of all books that e-book readers buy.