Will Apple’s iPad change consumer perceptions of eReaders? In our view,
yes. Most certainly.
Already the US market has seen a strong shift in ebook popularity spurred
on by Amazon’s Kindle which accounts for 32% of all digital books
viewed in the country. Indeed, according to the US Book Industry Study
Group (BISG), every fifth book in the US is now sold as an ebook, citing
‘affordability’ as the primary factor.
The Apple iPad will see this trend reach ‘lift off’ phase - across not just
books but newspapers and magazines as well.
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Robert Elding, Marketing Director of YUDU Media, says: “the future
has arrived with the Apple iPad and in very short order you can expect
rapid developments in how media is consumed.” Elding continues,
“publishers will simply wi-fi their content to the latest generation of
eReaders and with print costs erased you can expect content to be
significantly cheaper than newsstand prices.”
Elding cites France’s Le Monde as a key example of a publisher allowing its
content to be accessed at vastly reduced digital rates (6 Euros a month) yet
still achieving significant revenue with its 100,000 subscribers.
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