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For B2C Marketing Professionals

Who Will Buy An eReader?

Later Adopters May Not Be As Loyal To

July 29, 2009

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  • By Sarah Rotman Epps
  • with Mark Mulligan,
  • Erik Hood

Why Read This Report

Awareness and ownership of eReaders is growing, spurred by marketing campaigns from and Sony as well as press coverage and word-of-mouth buzz. But Forrester's newest data suggests that tomorrow's prospects for eReader purchasing bear scant resemblance to the high-earning, male tech optimists that own eReaders today. Later waves of eReader adopters are likely to be female consumers who read a lot but buy fewer of their books online than the first wave of eReader adopters do. This spells trouble for Amazon — and opportunity for consumer electronics manufacturers like Sony, mass-market retailers like Wal-Mart, and publishers like Harlequin, which could (and do) target these consumers with eBook subscription services.

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