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	October 7, 2009 Forrester's eReader Holiday Outlook 2009 Sales Will Exceed Forrester's Earlier Projections by Sarah Rotman Epps with Mark Mulligan, Sucharita Mulpuru, Erik Hood

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Executive Summary

This holiday season, eReaders will be one category that's a breakout success. Lower prices, more content, better distribution, and lots of media hype are contributing to faster-than-expected adoption of eReader devices in 2009. Based on consumer data and reports from vendors and retailers, Forrester is revising the projections we published earlier this year. We now anticipate sell-through in 2009 of 3 million units — up from our previous estimate of 2 million units — with 900,000 units selling during the holiday season, which Forrester defines as November and December. Based on a number of factors, we expect sales in 2010 to double, bringing cumulative sales of eReaders to 10 million by year-end 2010. If the category expands beyond E Ink-based displays in a substantial way, 2010 sales can easily surpass this projection.

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