Why Read This
eReaders face a formidable challenge from the rise of tablet PCs. The iPad is already desired by more people than any single eReader, something we expect to only increase with time. However, with just 3.7 million eReaders in the US market at the end of 2009, there is plenty of room for eReaders to grab the attention of the one-fifth of the US online population that reads at least two books per month. By 2015, we forecast that 29.4 million US consumers will own eReaders. We recommend that strategists planning the next wave of eReaders diversify the portfolio of eReading devices to secure their ownership of the reading experience, offering devices that range from stripped-down $49 pocket readers to full-color touch readers that erase the gap between today's eReaders and tablet PCs.