Half of all book buyers expect to pay less for e-books, according to new research by Mintel, but those book readers who already own e-book devices have marginally more realistic expectations over price, suggesting that the transition of the big publishers to agency terms is helping to shift consumers' attitudes—albeit slowly.
The survey also found that nearly half of readers (49%) said they would rather own and read actual books rather than e-books, but the survey also found that almost one in ten book readers say they will buy fewer books in 2011 than in 2010.
On pricing the research found that younger readers were the most likely to expect to pay less—reflecting, according to Mintel, their general experience of being able to procure digital product for less or free.
Mintel’s research also revealed a general consumer expectation to pay less for e-books than their printed equivalent, with nearly half (48%) of consumers saying they expect to pay less and just one in five (19%) saying they expect to pay the same. The rest said they didn't know.
For more visit Philip Jone's article at TheBookseller.com
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