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Books and e-books - UK - February 2011

The market for books is undergoing a fundamental change at present, driven primarily by the steady growth of e-books and declining print book sales but also in the area of distribution, with a move away from the high street towards online channels.

  • The books market was worth £3.3 billion in 2010, little changed (+1%) on its level in 2005, although sales have been declining for the past three years since reaching a peak in 2007. In real terms, this equates to a decline in market value of 13%, while volume sales have dipped by 2%.
  • Fiction (+11.8%, boosted by authors like JK Rowling, Stephanie Meyer, Dan Brown and Stieg Larsson) and academic/professional titles (+12.1% due to a rise in Higher Education enrolments and greater interest in continuing professional development) have been the main growth areas during the past five years.
  • The poorest-performing sectors have been non-fiction/reference (-8.6%) as a result of the increased availability of free information on the internet) and education/English-language teaching (-19%) due to pressure on education budgets and greater use of digital text books.
  • E-book sales are estimated to be the equivalent of 1-3% of print book sales and growing rapidly, with one publisher reporting a tripling of sales in the first of its 2010/11 financial year. Sales are being driven by growth in device ownership, specifically e-readers and tablet PCs but also smartphones.
  • Although the vast majority of book publishers are relatively small enterprises with fewer than four employees and turnover of less than £0.5 million, four companies – Hachette, Random House, Penguin and HarperCollins – collectively account for nearly half of total consumer book sales by value.
  • The vast majority of adults (88%) are book readers, peaking among women, over-55s and people from higher-earning households. Briton’s favourite place to read is in bed, followed by on holiday, in the living room and while commuting travelling, while nearly two-fifths read while on the toilet – particularly men.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definition
          • Abbreviations
          • Future Opportunities

            • Breathing new life into print books
              • Creating event publishing with e-books
              • Market in Brief

                • Book sales down as reading drops from its 2009 peak...
                  • …as weak economy and consumer confidence hit discretionary spending
                    • Fiction and academic professional books perform the best
                      • School/ELT and non-fiction/reference hardest hit
                        • E-book and audiobook sales on the rise…
                          • …driven by device ownership growth
                            • Battle for price control could be holding back e-book growth
                              • Most innovation in the area of e-books and e-readers
                                • ‘Big Four’ dominate sales but Independent Alliance grabs a slice of the action
                                  • Industry fragmented with large numbers of smaller publishers
                                    • Will access to books become more limited by library closures?
                                      • Distribution becomes more concentrated
                                        • People still love reading and collecting print books
                                          • In bed is the most popular place to read
                                          • Internal Market Environment

                                            • Key points
                                              • Book reading and buying slip back from 2009 peak
                                                • Figure 1: Trends in reading or buying books in the last month, 2006-10
                                                • Figure 2: Trends in buying hardback, paperback or audiobooks in the last 12 months, 2006-10
                                              • Youth reading on the up
                                                • Figure 3: Trends in numbers of books read in last 12 months – 7-10s, 2006-10
                                                • Figure 4: Trends in numbers of books read and bought in the last 12 months – 11-19s, 2006-10
                                              • Rise in digital device ownership boosts potential for e-books…
                                                • Figure 5: Device ownership for smartphones and e-book readers, April 2009-October 2010
                                              • …but Google set to present major challenge to Kindle
                                                • Agency pricing: holding back e-book growth or protecting publishers?
                                                  • Public libraries system under threat
                                                    • Distribution spread contracting
                                                      • After internet, now supermarkets are getting in on the act
                                                        • Promotion drives demand and awareness from prizes, film/TV and events
                                                          • …and charities
                                                            • Growth of reading groups/circles
                                                              • Environmental issues
                                                                • E-book technology boosts self-publishing
                                                                • Broader Market Environment

                                                                  • Key points
                                                                    • Weakness of economy set to continue…
                                                                      • Figure 6: GDP, PDI, consumer expenditure and savings, at constant 2010 prices, 2005-15
                                                                    • …but risk of double-dip recession?
                                                                      • Figure 7: GDP quarterly percentage change, Q1 2005-Q4 2010
                                                                    • Consumer confidence plummets
                                                                      • Figure 8: GfK NOP Consumer Confidence index, January 2008-January 2011
                                                                    • Older population growth set to sustain print books?
                                                                      • Figure 9: Trends in the age structure of the UK population, by gender, 2005-15
                                                                    • AB growth positive for the book market
                                                                      • Figure 10: Forecast adult population trends, by socio-economic group, 2005-15
                                                                    • Time to read
                                                                      • Figure 11: Passenger rail journeys, by operator, 1981/82-2008/09
                                                                    • Rising student numbers good for book reading
                                                                      • Figure 12: Higher Education enrolments, by level of study, 2004/05-2009/10
                                                                    • Broadband growth benefits online channel and e-book downloading
                                                                      • Figure 13: Broadband penetration, by demographics, 2004-10
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Books are a central part of many people’s lives
                                                                        • Figure 14: Trends in participation in leisure activities, 2006-10
                                                                      • The UK compared to the US
                                                                        • Figure 15: Trends in number of titles published in the UK and US, 2005-09
                                                                        • Figure 16: Trends in traditional book titles published in the US, by type, 2008 and 2009
                                                                    • Strengths and Weaknesses in the Market

                                                                        • Strengths
                                                                          • Universal appeal
                                                                            • Online channel facilitates search and trial
                                                                              • Range of formats
                                                                                • Collectable
                                                                                  • Increased portability of e-books
                                                                                    • Weaknesses
                                                                                      • Expensive to produce and distribute
                                                                                        • Growing influence of Amazon
                                                                                          • Pricing of e-books
                                                                                            • School, library cuts could reduce access
                                                                                              • Technology encourages more self-publishing
                                                                                              • Who’s Innovating?

                                                                                                • Key points
                                                                                                  • Enhanced e-books – are they the future?
                                                                                                    • E-readers flood onto the market
                                                                                                      • Intel Reader targets blind and visually impaired
                                                                                                        • Portable e-book reader software broadens e-book appeal
                                                                                                        • Market Size and Forecast

                                                                                                          • Key points
                                                                                                            • Sales slip back from pre-recession peak
                                                                                                              • Figure 17: UK total sales of books, by value*, 2005-10
                                                                                                              • Figure 18: UK total consumer market for books, 2005-10
                                                                                                            • Market forecast
                                                                                                              • Figure 19: Forecast value of UK book sales, 2005-15
                                                                                                              • Figure 20: Forecast volume of UK book sales, 2005-15
                                                                                                          • Segment Performance

                                                                                                            • Key points
                                                                                                              • Non-fiction and reference titles take largest share but sales dip
                                                                                                                • Figure 21: UK total sales of books, by value*, by segment, 2005-10
                                                                                                                • Figure 22: UK total sales of books, by volume*, by segment, 2005-10
                                                                                                              • Non-fiction price increases hold clue to declining sales
                                                                                                                • Figure 23: Average book prices*, hardback and paperback, September 2005-September 2010
                                                                                                              • E-books – how large?
                                                                                                                • Audiobooks show strong growth
                                                                                                                • Market Share

                                                                                                                  • Key points
                                                                                                                    • ‘Big Four’ dominate sales
                                                                                                                      • Figure 24: UK publishers’ share of total consumer market, 2010
                                                                                                                  • Companies and Products

                                                                                                                    • Key points
                                                                                                                      • Industry structure
                                                                                                                        • Figure 25: Trends in the number of UK publishers registering for their first ISBN prefix, 2005-09
                                                                                                                        • Figure 26: Number of VAT-registered book publishers, by turnover size band, 2010
                                                                                                                        • Figure 27: Number of VAT-registered book publishers, by number of employees, 2010
                                                                                                                        • Figure 28: Number of VAT-registered book publishers, by region, 2010
                                                                                                                        • Figure 29: Number of VAT-registered book publishers, by age of business, 2010
                                                                                                                      • Hachette UK
                                                                                                                        • HarperCollins
                                                                                                                          • Figure 30: HarperCollins Publishers Limited financial results, 2007-09
                                                                                                                          • Figure 31: HarperCollins Publishers Limited breakdown of revenue, by geography, 2007-09
                                                                                                                        • Independent Alliance
                                                                                                                            • Figure 32: Independent Alliance, adspend, 2009 and 2010*
                                                                                                                          • Macmillan
                                                                                                                            • Figure 33: Macmillan Publishers Limited financial results, 2005-09
                                                                                                                            • Figure 34: Macmillan Publishers Limited breakdown of revenue, by geography, 2005-09
                                                                                                                          • McGraw-Hill
                                                                                                                            • Figure 35: McGraw-Hill Education financial results, 2005-09
                                                                                                                          • Oxford University Press
                                                                                                                              • Figure 36: Oxford University Press financial results, 2006-10
                                                                                                                            • Pearson PLC
                                                                                                                                • Figure 37: Pearson PLC (global) financial results, 2005-09*
                                                                                                                                • Figure 38: Pearson PLC (global) breakdown of revenue, by geography, 2005-09*
                                                                                                                              • Random House
                                                                                                                                • Figure 39: The Random House Group Limited financial results, 2005-09
                                                                                                                                • Figure 40: The Random House Group Limited breakdown of revenue, by geography, 2005-09
                                                                                                                              • Simon & Schuster
                                                                                                                                • Figure 41: Simon & Schuster (UK) Limited financial results, 2005-09
                                                                                                                                • Figure 42: Simon & Schuster (UK) Limited breakdown of revenue, by geography, 2005-09
                                                                                                                            • Channels to Market

                                                                                                                              • Key points
                                                                                                                                • Distribution overview
                                                                                                                                  • Figure 43: Sales of books, by volume and value, by distribution channel, 2009
                                                                                                                                • The specialist retailers
                                                                                                                                  • Figure 44: Brief outline of major bookshops, December 2010
                                                                                                                                • Waterstone’s facing challenges
                                                                                                                                  • WH Smith sees sales dip
                                                                                                                                    • Online and non-specialist retailers
                                                                                                                                      • Figure 45: Brief outline of other major retailers, December 2010
                                                                                                                                    • What future for independents?
                                                                                                                                    • What Type of Books Do People Read or Listen To?

                                                                                                                                      • Key points
                                                                                                                                        • Nearly nine in ten adults are book readers
                                                                                                                                          • Figure 46: Types of book read or listened to, December 2010
                                                                                                                                        • Paperback fiction the most frequently read type of book
                                                                                                                                          • Figure 47: Types of book read or listened to, December 2010
                                                                                                                                        • Hardback readers
                                                                                                                                          • Paperback readers
                                                                                                                                            • E-book readers
                                                                                                                                              • Audiobook readers
                                                                                                                                                • Type of print book read has no impact on e-book or audiobook usage
                                                                                                                                                  • Figure 48: Types of book read or listened to, by most popular categories of book read or listened to, December 2010
                                                                                                                                                • Strong correlation between e-book and audiobook readers
                                                                                                                                                  • Figure 49: Types of book read or listened to, by next most popular categories of book read or listened to, December 2010
                                                                                                                                              • What Do People Think About Buying and Reading Books?

                                                                                                                                                • Key points
                                                                                                                                                  • Online channels appear to have the upper hand
                                                                                                                                                    • Figure 50: Attitudes towards buying and reading books, December 2010
                                                                                                                                                  • Readers of e-books most attracted by cheap online prices
                                                                                                                                                    • Figure 51: Attitudes towards buying and reading books, by types of book read or listened to, December 2010
                                                                                                                                                • What Do People Think About Books and Reading in General?

                                                                                                                                                  • Key points
                                                                                                                                                    • Book readers still have a strong attachment to print books
                                                                                                                                                      • Figure 52: Attitudes towards books and reading in general, December 2010
                                                                                                                                                    • Library use on the rise
                                                                                                                                                      • Print readers stay loyal to the format
                                                                                                                                                        • Figure 53: Attitudes towards books and reading in general, by types of book read or listened to, December 2010
                                                                                                                                                      • Online buyers still keen on print...
                                                                                                                                                        • Figure 54: Attitudes towards books and reading in general, by most popular attitudes towards buying and reading books, December 2010
                                                                                                                                                      • ...while e-book readers are loyal to specific authors
                                                                                                                                                        • Figure 55: Attitudes towards books and reading in general, by next most popular attitudes towards buying and reading books, December 2010
                                                                                                                                                    • Where and When Do People Read?

                                                                                                                                                      • Key points
                                                                                                                                                        • In bed is the favourite place to read
                                                                                                                                                          • Figure 56: Places and times when people read, December 2010
                                                                                                                                                        • E-book and audiobook readers most likely to read while commuting
                                                                                                                                                          • Figure 57: Places and times when people read, by types of book read or listened to, December 2010
                                                                                                                                                      • E-readers and Other Digital Devices: Who Owns and Who Would Like To?

                                                                                                                                                        • Key points
                                                                                                                                                          • Figure 58: Ownership of and interest in purchasing e-readers and other digital devices, December 2010
                                                                                                                                                        • Kindle most popular among e-book readers
                                                                                                                                                          • Figure 59: Ownership of and interest in purchasing e-readers and other digital devices, by types of book read or listened to, December 2010
                                                                                                                                                        • Tipping point for Kindle yet to be reached...but not far off?
                                                                                                                                                          • Figure 60: Ownership of and interest in purchasing e-readers and other digital devices, by most popular attitudes towards buying and reading books, December 2010
                                                                                                                                                        • Brands fairly evenly split among e-book readers but set to change
                                                                                                                                                          • Figure 61: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular attitudes towards buying and reading books, December 2010
                                                                                                                                                        • Tablet PCs set to rival dedicated e-readers in the future?
                                                                                                                                                          • Figure 62: Ownership of and interest in purchasing e-readers and other digital devices, by most popular attitudes towards books and reading in general, December 2010
                                                                                                                                                        • Bookshop browsers and more frequent library visitors covet e-readers
                                                                                                                                                          • Figure 63: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular attitudes towards books and reading in general, December 2010
                                                                                                                                                        • Commuters and bedroom readers most likely to own e-readers
                                                                                                                                                          • Figure 64: Ownership of and interest in purchasing e-readers and other digital devices, by most popular places and times when people read, December 2010
                                                                                                                                                        • E-readers popular among people who like to read in unusual places
                                                                                                                                                          • Figure 65: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular places and times when people read, December 2010
                                                                                                                                                        • On-the-move reading boosts demand for e-readers and tablet PCs
                                                                                                                                                          • Figure 66: Ownership of and interest in purchasing e-readers and other digital devices, by other places and times when people read, December 2010
                                                                                                                                                        • Ownership of one device type not mutually exclusive
                                                                                                                                                          • Figure 67: Ownership of and interest in purchasing e-readers and other digital devices, by most popular e-reader and other digital devices already own, December 2010
                                                                                                                                                      • How Much Do People Expect to Pay For e-books?

                                                                                                                                                        • Key points
                                                                                                                                                          • Half of book readers expect to pay less for an e-book
                                                                                                                                                            • Figure 68: Price expectations for e-book or digital version of £10 hardback book, December 2010
                                                                                                                                                          • Expectations of paying less are across the board
                                                                                                                                                            • Figure 69: Price expectations for e-book or digital version of £10 hardback book, by types of book read or listened to, December 2010
                                                                                                                                                            • Figure 70: Price expectations for e-book or digital version of £10 hardback book, by most popular attitudes towards buying and reading books, December 2010
                                                                                                                                                            • Figure 71: Price expectations for e-book or digital version of £10 hardback book, by next most popular attitudes towards buying and reading books, December 2010
                                                                                                                                                          • Existing e-reader owners’ views reflect reality of situation
                                                                                                                                                            • Figure 72: Price expectations for e-book or digital version of £10 hardback book, by most popular e-reader and other digital devices already own, December 2010
                                                                                                                                                          • Future device purchasers expect lower prices
                                                                                                                                                            • Figure 73: Price expectations for e-book or digital version of £10 hardback book, by most popular e-reader and other digital devices would consider buying in future, December 2010
                                                                                                                                                            • Figure 74: Price expectations for e-book or digital version of £10 hardback book, by next most popular e-reader and other digital devices would consider buying in future, December 2010
                                                                                                                                                        • Appendix – Market forecast

                                                                                                                                                            • Figure 75: Forecast value of UK book sales, 2010-15
                                                                                                                                                            • Figure 76: Forecast volume of UK book sales, 2010-15
                                                                                                                                                        • Appendix – What Type of Books Do People Read or Listen To?

                                                                                                                                                            • Figure 77: Most popular types of book read or listened to, by demographics, December 2010
                                                                                                                                                            • Figure 78: Next most popular types of book read or listened to, by demographics, December 2010
                                                                                                                                                            • Figure 79: Most popular types of book read or listened to, by demographics, December 2010
                                                                                                                                                            • Figure 80: Next most popular types of book read or listened to, by demographics, December 2010
                                                                                                                                                            • Figure 81: Most popular types of book regularly read or listened to, by demographics, December 2010
                                                                                                                                                            • Figure 82: Next most popular types of book regularly read or listened to, by demographics, December 2010
                                                                                                                                                            • Figure 83: Most popular types of book occasionally read or listened to, by demographics, December 2010
                                                                                                                                                            • Figure 84: Next most popular types of book occasionally read or listened to, by demographics, December 2010
                                                                                                                                                            • Figure 85: Types of book read or listened to, by most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 86: Types of book read or listened to, by next most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 87: Types of book read or listened to, by most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 88: Types of book read or listened to, by next most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 89: Types of book read or listened to, by most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 90: Types of book read or listened to, by next most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 91: Types of book read or listened to, by most popular attitudes towards books and reading in general, December 2010
                                                                                                                                                            • Figure 92: Types of book read or listened to, by next most popular attitudes towards books and reading in general, December 2010
                                                                                                                                                            • Figure 93: Types of book read or listened to, by most popular places and times when people read, December 2010
                                                                                                                                                            • Figure 94: Types of book read or listened to, by next most popular places and times when people read, December 2010
                                                                                                                                                            • Figure 95: Types of book read or listened to, by other places and times when people read, December 2010
                                                                                                                                                            • Figure 96: Types of book read or listened to, by most popular places and times when people regularly read, December 2010
                                                                                                                                                            • Figure 97: Types of book read or listened to, by next most popular places and times when people regularly read, December 2010
                                                                                                                                                            • Figure 98: Types of book read or listened to, by other places and times when people regularly read, December 2010
                                                                                                                                                            • Figure 99: Types of book read or listened to, by most popular places and times when people occasionally read, December 2010
                                                                                                                                                            • Figure 100: Types of book read or listened to, by next most popular places and times when people occasionally read, December 2010
                                                                                                                                                            • Figure 101: Types of book read or listened to, by other places and times when people occasionally read, December 2010
                                                                                                                                                        • Appendix – What Do People Think About Buying and Reading Books?

                                                                                                                                                            • Figure 102: Most popular attitudes towards buying and reading books, by demographics, December 2010
                                                                                                                                                            • Figure 103: Next most popular attitudes towards buying and reading books, by demographics, December 2010
                                                                                                                                                            • Figure 104: Attitudes towards buying and reading books, by most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 105: Attitudes towards buying and reading books, by next most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 106: Attitudes towards buying and reading books, by most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 107: Attitudes towards buying and reading books, by next most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 108: Attitudes towards buying and reading books, by most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 109: Attitudes towards buying and reading books, by next most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 110: Attitudes towards buying and reading books, by most popular attitudes towards buying and reading books, December 2010
                                                                                                                                                            • Figure 111: Attitudes towards buying and reading books, by next most popular attitudes towards buying and reading books, December 2010
                                                                                                                                                        • Appendix – What Do People Think About Books and Reading in General?

                                                                                                                                                            • Figure 112: Most popular attitudes towards books and reading in general, by demographics, December 2010
                                                                                                                                                            • Figure 113: Next most popular attitudes towards books and reading in general, by demographics, December 2010
                                                                                                                                                            • Figure 114: Attitudes towards books and reading in general, by most popular attitudes towards books and reading in general, December 2010
                                                                                                                                                            • Figure 115: Attitudes towards books and reading in general, by next most popular attitudes towards books and reading in general, December 2010
                                                                                                                                                            • Figure 116: Attitudes towards books and reading in general, by most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 117: Attitudes towards books and reading in general, by next most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 118: Attitudes towards books and reading in general, by most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 119: Attitudes towards books and reading in general, by next most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 120: Attitudes towards books and reading in general, by most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 121: Attitudes towards books and reading in general, by next most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                        • Appendix – Where and When Do People Read?

                                                                                                                                                            • Figure 122: Most popular places and times when people read, by demographics, December 2010
                                                                                                                                                            • Figure 123: Next most popular places and times when people read, by demographics, December 2010
                                                                                                                                                            • Figure 124: Other places and times when people read, by demographics, December 2010
                                                                                                                                                            • Figure 125: Most popular places and times when people regularly read, by demographics, December 2010
                                                                                                                                                            • Figure 126: Next most popular places and times when people regularly read, by demographics, December 2010
                                                                                                                                                            • Figure 127: Other places and times when people regularly read, by demographics, December 2010
                                                                                                                                                            • Figure 128: Most popular places and times when people occasionally read, by demographics, December 2010
                                                                                                                                                            • Figure 129: Next most popular places and times when people occasionally read, by demographics, December 2010
                                                                                                                                                            • Figure 130: Other places and times when people occasionally read, by demographics, December 2010
                                                                                                                                                            • Figure 131: Places and times when people read, by most popular places and times when people read, December 2010
                                                                                                                                                            • Figure 132: Places and times when people read, by next most popular places and times when people read, December 2010
                                                                                                                                                            • Figure 133: Places and times when people read, by other places and times when people read, December 2010
                                                                                                                                                            • Figure 134: Places and times when people read, by most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 135: Places and times when people read, by next most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 136: Places and times when people read, by most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 137: Places and times when people read, by next most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 138: Places and times when people read, by most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 139: Places and times when people read, by next most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 140: Places and times when people read, by most popular attitudes towards buying and reading books, December 2010
                                                                                                                                                            • Figure 141: Places and times when people read, by next most popular attitudes towards buying and reading books, December 2010
                                                                                                                                                            • Figure 142: Places and times when people read, by most popular attitudes towards books and reading in general, December 2010
                                                                                                                                                            • Figure 143: Places and times when people read, by next most popular attitudes towards books and reading in general, December 2010
                                                                                                                                                        • Appendix – E-readers and Other Digital Devices: Who Owns and Who Would Like To?

                                                                                                                                                            • Figure 144: Most popular e-reader and other digital devices already own, by demographics, December 2010
                                                                                                                                                            • Figure 145: Most popular e-reader and other digital devices would consider buying in future, by demographics, December 2010
                                                                                                                                                            • Figure 146: Next most popular e-reader and other digital devices would consider buying in future, by demographics, December 2010
                                                                                                                                                            • Figure 147: Ownership of and interest in purchasing e-readers and other digital devices, by most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 148: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 149: Ownership of and interest in purchasing e-readers and other digital devices, by most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 150: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 151: Ownership of and interest in purchasing e-readers and other digital devices, by most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 152: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 153: Ownership of and interest in purchasing e-readers and other digital devices, by most popular places and times when people read regularly, December 2010
                                                                                                                                                            • Figure 154: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular places and times when people read regularly, December 2010
                                                                                                                                                            • Figure 155: Ownership of and interest in purchasing e-readers and other digital devices, by other places and times when people read regularly, December 2010
                                                                                                                                                            • Figure 156: Ownership of and interest in purchasing e-readers and other digital devices, by most popular places and times when people read occasionally, December 2010
                                                                                                                                                            • Figure 157: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular places and times when people read occasionally, December 2010
                                                                                                                                                            • Figure 158: Ownership of and interest in purchasing e-readers and other digital devices, by other places and times when people read occasionally, December 2010
                                                                                                                                                            • Figure 159: Ownership of and interest in purchasing e-readers and other digital devices, by most popular e-reader and other digital devices would consider buying in future, December 2010
                                                                                                                                                            • Figure 160: Ownership of and interest in purchasing e-readers and other digital devices, by next most popular e-reader and other digital devices would consider buying in future, December 2010
                                                                                                                                                        • Appendix – How Much Do people Expect to Pay for e-books?

                                                                                                                                                            • Figure 161: Price expectations for e-book or digital version of £10 hardback book, by demographics, December 2010
                                                                                                                                                            • Figure 162: Price expectations for e-book or digital version of £10 hardback book, by most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 163: Price expectations for e-book or digital version of £10 hardback book, by next most popular types of book read or listened to, December 2010
                                                                                                                                                            • Figure 164: Price expectations for e-book or digital version of £10 hardback book, by most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 165: Price expectations for e-book or digital version of £10 hardback book, by next most popular types of book regularly read or listened to, December 2010
                                                                                                                                                            • Figure 166: Price expectations for e-book or digital version of £10 hardback book, by most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 167: Price expectations for e-book or digital version of £10 hardback book, by next most popular types of book occasionally read or listened to, December 2010
                                                                                                                                                            • Figure 168: Price expectations for e-book or digital version of £10 hardback book, by most popular attitudes towards books and reading in general, December 2010
                                                                                                                                                            • Figure 169: Price expectations for e-book or digital version of £10 hardback book, by next most popular attitudes towards books and reading in general, December 2010
                                                                                                                                                            • Figure 170: Price expectations for e-book or digital version of £10 hardback book, by most popular places and times when people read, December 2010
                                                                                                                                                            • Figure 171: Price expectations for e-book or digital version of £10 hardback book, by next most popular places and times when people read, December 2010
                                                                                                                                                            • Figure 172: Price expectations for e-book or digital version of £10 hardback book, by other places and times when people read, December 2010
                                                                                                                                                            • Figure 173: Price expectations for e-book or digital version of £10 hardback book, by most popular places and times when people read regularly, December 2010
                                                                                                                                                            • Figure 174: Price expectations for e-book or digital version of £10 hardback book, by next most popular places and times when people read regularly, December 2010
                                                                                                                                                            • Figure 175: Price expectations for e-book or digital version of £10 hardback book, by other places and times when people read regularly, December 2010
                                                                                                                                                            • Figure 176: Price expectations for e-book or digital version of £10 hardback book, by most popular places and times when people read occasionally, December 2010
                                                                                                                                                            • Figure 177: Price expectations for e-book or digital version of £10 hardback book, by next most popular places and times when people read occasionally, December 2010
                                                                                                                                                            • Figure 178: Price expectations for e-book or digital version of £10 hardback book, by other places and times when people read occasionally, December 2010

                                                                                                                                                        Companies Covered

                                                                                                                                                        • Accept Car Credit
                                                                                                                                                        • Amazon.co.uk
                                                                                                                                                        • Apple Computer UK Ltd
                                                                                                                                                        • Barnes & Noble, Inc
                                                                                                                                                        • Bloomsbury Publishing plc
                                                                                                                                                        • Borders (UK) Ltd
                                                                                                                                                        • British Bookshops and Stationers Plc
                                                                                                                                                        • Faber and Faber Ltd
                                                                                                                                                        • Hachette Filipacchi UK
                                                                                                                                                        • HarperCollins Publishers Inc.
                                                                                                                                                        • Higher Education Statistics Agency
                                                                                                                                                        • HMV Retail Ltd
                                                                                                                                                        • Icon Books Ltd
                                                                                                                                                        • Little Brown Book Group
                                                                                                                                                        • Macmillan Publishers Ltd
                                                                                                                                                        • Market & Opinion Research International (MORI)
                                                                                                                                                        • Octopus Publishing Group
                                                                                                                                                        • Open University
                                                                                                                                                        • Orion Publishing Group
                                                                                                                                                        • Oxford University Press
                                                                                                                                                        • PC World (DSG UK Computing)
                                                                                                                                                        • Pearson plc
                                                                                                                                                        • Profile Books Limited
                                                                                                                                                        • Quercus Publishing Plc
                                                                                                                                                        • Random House, Inc.
                                                                                                                                                        • Simon & Schuster, Inc.
                                                                                                                                                        • The Booksellers Association
                                                                                                                                                        • The McGraw-Hill Companies, Inc.
                                                                                                                                                        • The Penguin Group
                                                                                                                                                        • Titan Publishing Group Ltd
                                                                                                                                                        • Waterstones Booksellers

                                                                                                                                                        Books and e-books - UK - February 2011

                                                                                                                                                        £1,995.00 (Excl.Tax)