Teens lag gehind all other age groups in ebook adoption, says Bowker study
January 24, 2012 | 9:15 am
By Paul Biba
Bowker’s PubTrack Consumer Survey has reported that young adults may not be avid ebook fans. Here’s a snipped from paidContent:
Sixty-six percent of 13- to 17-year olds say they prefer print books to e-books, 26 percent say they have no preference and only 8 percent prefer e-books.
» One reason for this resistance: Teens like using social technology to discuss and share things with their friends, and e-books at this point are not a social technology. An increasing number of teens surveyed says there are too many restrictions on using e-books: 14 percent said so in 2011, compared to 6 percent in 2010.
» Don’t be misled by YA books like the Hunger Games trilogy on e-book bestseller lists: Adults make up a huge part of the audience for YA books. Thirty- to 44-year-olds account for 28 percent of YA print book sales and 32 percent of YA e-book sales. Eighteen- to 29-year-olds are the largest group of YA book buyers, accounting for 31 percent of YA print sales and 35 percent of YA e-book sales.
» Teens (like other age groups) say the major barrier against reading on mobile devices is the size of the screen.
» Apple (NSDQ: AAPL) products are teens’ “format of choice”; the most-owned device by teens surveyed was the iPod Touch, followed by iPhone and iPad.
» Sixty percent of teens reported that their parents handed technology down to them, so surveys conducted after the holidays may show more teenagers owning e-readers (if their parents got new ones for Christmas).
» Since teens are online so much, that is a great place for publishers to reach them: Teens are more likely to discover a book they purchase via a social network than any other age group.
Check out the full article to find out what the survey says about the 0-12 age group.