Trends Report

Forrester's eReader Holiday Outlook 2009

Sales Will Exceed Forrester's Earlier Projections

October 7th, 2009
Sarah Rotman Epps, null
Sarah Rotman Epps
With contributors:
Sucharita Kodali , Mark Mulligan , Erik Hood

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.