Presented at Digital Book World, Verso Advertising has posted the 46 slides from its 2011 Survey of Book Buying Behavior. Note that Verso is an advertising agency, not a polling firm and we don’t have any information about the competence of the company to conduct such surveys. However, it is still probably worth reviewing.
The ereaders/ebooks portion starts at slide 24 and here are some of the points made on their “Implications” slides, beginning at slide number 41:
E-reader owners reaching Early Majority with 15.8% penetration, double that of the 2010 Survey …
However resistance remains high and seems to be intensifying at 52%, higher than in the 2009 Survey at 40% (Undecideds seem to be grafitating to the “highly likely” or “unlikely” camps in considerable numbers.)
Among avid book buyers, e-reader ownership jumps to 22.3% yet the resistance level seems equally high at 49.7%.
Picture of future begins to solidify, with a high installed base fo e-readers/tablets in the 25-30% range within 3 years, but a large base of resistors at around 50% of the book-reading poopulation. Consistent with our previous surveys.
Much, much more at the site. Thanks to Michael von Glahn for the link.
I always find it curious when pie charts report percentages that add up to more than 100%. In this case, 200.3% (slide 10) and 184% (slide 11). I did not read further. Hard to take this seriously. This discrepancy may relate to the observation above that “we [TeleRead] don’t have any information about the competence of the company [Verso] to conduct such surveys.