The number of US adults who own an e-book reader has doubled to 12% in the last six months, reflecting faster growth than tablets, according to a recent study by the Pew Internet and American Life Project.
Despite the hype surrounding the rapid growth of tablet devices in the market, the research shows the number of adults owning a tablet computer has increased by just 3% in the last six months, to a total of 8%.
The findings come from a survey conducted between April and May, among 2 277 adults.
The study also notes an overlap in e-reader and tablet ownership, with 3% of respondents owning both devices. A total of 9% own an e-reader, but not a tablet, while 5% own a tablet computer, but not an e-reader.
Local analyst and MD of World Wide Worx Arthur Goldstuck says the overlap is indicative of the fact that they have different roles and can not at this stage be compared as competing devices.
“E-readers have huge advantages over tablets, namely price and purpose,” says Goldstuck. “Firstly, they typically cost less than half of tablets; and secondly, they are designed for reading books, whereas on tablets the book-reading functionality is just another app.
“The latter is especially important in this context, as it means the emphasis on tablets is a dazzling screen with exceptionally high resolution. This is not an ideal platform for reading books, as it creates a strain on the eyes, and is usually too reflective for a comfortable reading experience over a long period.
“The emphasis on e-readers is legibility of print-like content, hence the concept of e-ink and similar technologies designed to replicate the book-reading experience. In time, tablets may incorporate e-ink type functionality. Until they do, the keen and active reader will prefer an e-reader,” says Goldstuck.
Laptops gain ground
“Cellphones are far and away the most popular digital device among US adults today, followed by desktop and laptop computers, DVRs, and MP3 players,” says the report.
Eighty-three percent of respondents own a cellphone, while 57% own a desktop and 56% own a laptop.
The Pew Institute says the survey marks the first time laptop computers have come out as being just as popular as desktop computers among US adults.
The previous survey, conducted in November last year, showed desktop ownership outpaced laptop ownership, with 61% of respondents owning a desktop and 53% owning a laptop.
“This changing pattern is the result of both a steady decline in the popularity of desktops and a steady increase in the popularity of laptops over time,” says the Pew Institute.
“Laptops have already overtaken desktops in popularity among adults under age 30, and appear poised to do the same among older adults.”
Goldstuck notes that the growth of laptop use is also something that is beginning to be seen in SA as the cost of entry-level laptops and netbooks comes down to the same level as PCs.
“It's an example of a mature technology reflecting similar trends as in other markets,” says Goldstuck.
E-book ecosystem
With regard to the growth of e-readers and tablets locally, Goldstuck says SA will never see the same growth of new technologies as that seen in mature markets such as the US, “especially when comparing us to markets where new gadgets are first released”.
“Tablets are still small in this country, particularly as there are still only about half a dozen options on the market, some of their prices are not yet as competitive as in the US, and we are not yet seeing a significant push by retailers or cellular service providers.
“That will come in time, however. Right now, there are less than 100 000 tablet computers in use in SA.”
According to Goldstuck, the e-reader market is even smaller than tablets locally.
“There is no active marketing drive for them, and the cost of e-books remains absurdly high. The typical online bookseller in this country is trying to sell the e-book equivalent of a physical book at the same price, and consumers are not stupid enough not to spot the mistake: the cost of production is a fraction, and the cost of purchase should be half or less.
“This means that the e-book ecosystem in SA is not yet cohesive, mature or consumer-oriented,” concludes Goldstuck.
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