The digitalisation of books and, in particular, the media attention surrounding e-book readers seem to indicate that the encounter between technology and the publishing sector will be immediate and may change both reading habits and the value chain of the sector. The Cocktail Analysis has launched a series of studies aimed at understanding the encounter between technology and reading.
According to the study, 75% of the population has "heard of" these devices. However, this knowledge is somewhat generic, as 70% say they do not know any specific brand (the few mentions of brands refer bc data america to Amazon's Kindle and Sony's Reader). Among the 5% of Internet users who say they own an e-book reader, there is some confusion surrounding the concept, as 44% of owners are declaring mobile terminals as reading devices and not specific devices. Among the most common reading devices among owners, Sony Reader stands out as the leader (22.5%).
It is also revealed that it is possible for the book sector to approach the advertising sector through the e-book, thanks in large part to the connectivity and interactivity of these devices: from the consumer perspective, there is a potential acceptance of viewing advertisements in exchange for being able to access free downloadable content (62% are very or somewhat in agreement). Although there is a somewhat more critical attitude towards other formats, the acceptance percentages indicate possible lines of action with certain audiences: thus, 32% are very or somewhat in agreement with accessing books to read on e-books in exchange for the presence of graphic advertising in the book (similar to magazines), and even 27% (very + somewhat in agreement) accept that references to brands and companies be incorporated into the content of the book.
On the other hand, 52% of respondents would be interested in acquiring such a device, with this proportion increasing according to an intense reading habit (around 60% among those who read more than 6 books a year). Meanwhile, 45% of respondents show no interest, a position that is accentuated among the public over 35 years of age.