“Digital Europe: Diversity and Opportunity” by Enders Analysis, has been commissioned for the “Let’s Go Connected” event, which took place in Brussels some weeks ago. The document, which you can download, contains only the opinions of Enders Analysis. The report concerns digital music, video-on-demand and eBooks in the European Union. In this post, we’re going to talk only about eBooks, but if you want to read the full report you can download a PDF document below.
As we can read in the report, eBooks have become a significant mass-market phenomenon in the last years, and remain tiny outside the USA, UK and Japan.
Summary of what you can find and read in the full report:
• eBook sales represent 31% in USA and 15% in UK vs 2% in Germany, 3% in France or 0,5% in Spain.
• People who buy less than 10 books a year will be less likely to buy a Kindle or other eReader devices, and are probably also less likely to buy an iPad, because it’s more expensive.
• It’s expected over the next five years a high penetration of smartphones. UK is one of the most advanced markets in Europe, but only 27% of English people have a smartphone. By 2015, it’s expected to rise up to 75%.
• All of the major platforms will accept and allow to be read eBooks files from third parties that do not use DRM. However, publishers with a few exceptions, apply DRM in order to try to reduce piracy.
• There are not reliable statistics talking about eBook market. For example, Amazon hasn’t revealed the number of Kindles or eBooks that has been sold. However, publishers know very well the number of their own eBooks sold but not in which devices are being read on.
• In the report, it’s said that Amazon has about 75% of the eBook market in the UK and a 63% in US. In contrast, In the USA Barnes & Noble represent the 27%, and Apple only a 5%. This last percentage increase up to 15% in the UK market.
• The market for eBooks is entirely related to the sells of eReader devices. The more devices owned, the more eBooks can be sold.
• 48 million Europeans demand English-language eBooks due to they speak a second language. Translations into other languages are a good opportunity only for important titles with the highest international sales potential.
• Piracy has increased in the book industry with the rise of tablets. For example and according to the Association of German Book Trade, the 60% of eBook download in Germany are illegal.
• Depending on the country you buy your eBook, it could be a significant price difference. For example, an eBook sold in Hungary would cost 23.3% more than one sold in Luxembourg.