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BREAKING NEWS & VIEWS
Will Price Cuts Ignite $1.3 Billion E-Reader Market?Friday, January 22, 2010 Once e-reader vendors get past their initial niche market of early adopting bookworms, the category is poised to ignite, says Yankee Group in a new analysis of the market potential for the devices. Citing $150 as a sweet spot that will attract a wider audience, the research firm says that the $1.3 billion in revenue e-readers will generate this year should nearly double to $2.5 billion by 2013. “Unlike the iPod, which hooked serious music buyers in addition to a raft of casual listeners, e-book reader adoption will be limited to heavy readers only – at least until prices come down,” says analyst Dmitri Molchanov. Yankee expects that the average price for the devices will shrink by about 15% a year over the next five years, which will help grow the market 55% each year. Because e-reader manufacturers such as Amazon and Sony are keeping hard sales figures close to the vest, it has been difficult to size this market. Yankee takes a stab at it. It sees 6 million readers being sold this year, reaching sales of 19.2 million by 2013. At that point the installed base of reading devices should be 36 million. Also by 2013, Yankee thinks about half of those who show an interest in these devices will already have purchased one. Yankee believes that e-readers constitute an advance guard or first wave of “anywhere devices” that will begin to flood the market in coming years. If you have breaking news to share please contact Steve Smith at ssmith@accessintel.com
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