Majority of consumers 'find e-reading easier'
11th May 2011
The majority of consumers believe that novels in digital form are easier to read than their paperback or hardback equivalents, a new report has found.
Research carried out by global analyst Gartner revealed that 52 per cent of e-reader and tablet users reported that reading text on the device was easier than on paper, with a further 42 per cent believing the experience was the same.
However, Nick Ingelbrecht, research director at Gartner, said something 'more complicated' than a straightforward substitution of print to digital media is taking place.
He noted that many consumers are utilising functions on multimedia devices such as the iPad to read novels, rather than buying specific e-readers.
'There are concerns that digital media will cannibalise print media, but the evidence from our research is that print and online are not generally regarded as direct substitutes by consumers,' he added.
Last week, research issued by the Publishers Association showed that overall digital sales reached GBP 180 million in the UK last year, with the sharpest rise in interest among novels and consumer titles.