The eBook (readable on the Kindle and Kobo) and Tablets (eg. iPad, PlayBook, Galaxy) will replace printed books: only 37% of adult Canadians expressed this view in an online, random survey of Tablet and smartphone (eg. BlackBerry, iPhone) owners. Vision Critical conducted the ebook survey in December 2011 for the Rogers Innovation Report. Over 3.7 million Canadians (15 years of age and older) purchased a new print book within the last 12 months, use the Internet for personal use and own a Tablet PC or smartphone. If the ebook survey research is correct, only two-thirds (an estimated 2.5 million) of Canadian book lovers may continue to buy books in print versus ereader format. Tablet PC computer ownership in Canada market share estimates indicate that the number of Anglophone and Francophone Tablet owners in Canada will approach 2,105,030 by 2031. A December 23, 2011 Montreal Gazette article We’re slow to turn page on paper books: But tech survey finds ‘mobile wallet’ favoured contains more ebook research findings.
Canadian print and ebook book publishers might be able to reach new book – in print or ereader format – buyers who already own a Tablet computer. Digital magazine Tablet apps such as the Livestand from Yahoo! iPad App – not yet in Canada – can deliver personalized images, videos and articles to an iPad, PlayBook, Samsung Galaxy, or Android Tablet owner. In fact, the Amazon Kindle allows a writer to publish a book to an iPad App format: indicating the potential link between ereaders, ebook technology and digital magazine Tablet apps. Once in digital magazine Tablet App format, an ebook may be promoted through reader reviews, author video summaries, photographs, and captions.
The ereader and ebook are becoming more popular among Canadian readers, but BookNet Canada only tracks Canadian ebook sales from the end of 2011. In a January 18, 2011 Globe and Mail article When it comes to books, Canadians read a lot but also worry a lot, Random House of Canada reported an over 400% increase in ebook sales versus 2009: HarperCollins Canada reported a 500% increase in ebook sales. According to the Canadian Publishers’ Council’s recent Book Buying Attitudes and Behaviours study, the average Canadian spends 7% of leisure time reading a print book. More details regarding Canadians’ book buying habits are on the Canadian Heritage Reading and Book Buying Behaviour website. Below is an estimate of the number of Canadians (15 years of age and older) who purchased a new print book in the past 12 months, access the Internet and own either a Tablet PC or smartphone.
Statistics Canada’s 2011 Population Estimates and Projections reveals that there are 28,837,900 Canadians (15 years of age and older). A 2005 readership study conducted for the Department of Canadian Heritage (PCH), Reading and Buying Books for Pleasure, discovered that 81% of Canadians bought at least one book (new or used) in the past 12 months. The same PCH research revealed that 59% of Canadian book buyers purchased a new book in the past year. From this data, it may be estimated that 13,781,632 ((28,837,900 * 81%)*59%) Canadians (15 years of age an older) have purchased a new book in the past 12 months. An October 12, 2011 The Daily Statistics Canada release reports that 80% of Canadians (16 years of age and older) access the Internet for personal use. As a result, about 11,025,305 (13,781,632 * 80%) of Canadians have bought a new book in the past 12 months and use the Internet for personal reasons.
Now comes the most difficult part of the calculation: determining the percentage of Canadians who own either a Tablet or a smartphone. A Wednesday, October 19, 2011 Ipsos press release, The Tablet Begins Take Off As Sales Double in Eight Months, communicates the following: 6% of Canadians own a Tablet computer and 30% own a smartphone. From these numbers, it may be calculated that approximately 1.8% (6% * 30%) of Canadians own both a Tablet and smartphone. Probability theory for independent events – explained on the Statistics Glossary website – must be applied to determine the number of Canadians who own either a Tablet or a smartphone. The following formula – ((30%+6%)-1.8%)) – yields a result of 34.2%: representing the approximate percentage of Canadians who own either a Tablet or a smartphone. Consequently, an estimated 3,770,654 (11,025,305 * 34.2%) Canadians (15 years of age and older) have purchased a new print book in the past 12 months, use the Internet and own either a Tablet (eg. PlayBook, iPad) or smartphone (eg. BlackBerry, iPhone).
No Related Posts
Marketing Ideas: Book Marketing Analytics, Tablet Marketing Analytics, Website Marketing Analytics · Tags: bookmarketinganalytics, books, ebook, ebookmarketinganalytics, ereader, Kindle, Kobo, mediamarketinganalytics, printbookmarketinganalytics, Tablet