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Neck and neck with U.S. and U.K., more than 40% of online population down-under has downloaded a chapter or so

Neck and neck with U.S. and U.K., more than 40% of online population down-under has downloaded a chapter or so

London, UK - May 22, 2012 - Australia is one of the leading markets for e-book adoption, according to Bowker® Market Research’s Global eBook Monitor, a study that tracks consumer attitudes to and purchasing of e-books in 10 major world markets. Australia ranks along with the U.K. and the U.S. in adoption of e-books, with 43 percent of its online population reporting they have downloaded at least some digital content in the past six months. About a third of wired Aussies downloaded a free e-book, but 21 percent felt committed enough to the format to pay for a book. Bowker Market Research is a service of Bowker, an affiliated business of ProQuest.

“Australia is a particularly ripe area for the e-book market to develop,” said Jo Henry, director of Bowker Market Research. “There’s a long tradition of early adoption of technology and a wired population, with few barriers to downloading digital material.”

Indeed, Bowker’s Global eBook Monitor found the majority of Australian respondents have regular and convenient access to desktop and laptop computers. More than half have access to smartphones, about a quarter are using tablets and another 10 percent have access to dedicated e-readers. The connections to devices that support e-books means the market is primed for further development. “We expect, conservatively, that just under a quarter of the Australian population will purchase an e-book in the next six months, and there’s a real possibility of much steeper growth. One third of the entire online population down under could be purchasing an e-book within six months,” said Ms. Henry.

Who are the buyers? The Global eBook Monitor finds that men are slightly more likely to have engaged with the digital book market than women. The 18-24 age group leads in use, just a little ahead of those aged 25-34. However, that may change shortly. “Although current e-book use tends to decrease with age, those most likely to come into the market in the next six months are somewhat older than current buyers,” said Ms. Henry. “That’s the pattern we’re seeing in both the U.S. and the U.K. The Global eBook Monitor (GeM) tracks consumer purchases of e-books, and attitudes about e-books, in ten major world markets and aims to inform the publishing industry during a critical period of change. An annual study, over time it will create a unique view of market shifts in response to new digital formats. GeM currently operates in partnership with Pearson, Tata Consultancy Services, AT Kearney, and Book Industry Study Group (BISG). It employs online surveys hosted by Lightspeed Research or their affiliates in 9 countries, and by MTi in the US. The minimum number of respondents in each country was 1000; samples were designed and weighted to be representative of the adult (18+) population in terms of age, sex and region, but were by definition drawn from the online population only.

A report on the Australian ebook market, based on GeM data, is available now, priced at AUS $795, from Bowker Market Research: Discounts are available for subscribers to Australian Bookseller & Publisher.

Individual country reports for the other 10 markets covered on the study are available by contacting Bowker Market Research:

About Bowker
Bowker is the world's leading provider of bibliographic information and management solutions designed to help publishers, booksellers, and libraries better serve their customers. Creators of products and services that make books easier for people to discover, evaluate, order, and experience, the company also generates research and resources for publishers, helping them understand and meet the interests of readers worldwide. Bowker, an affiliated business of ProQuest and the official ISBN Agency for the United States and its territories, is headquartered in New Providence, New Jersey with additional operations in England and Australia.

International e-Book Monitor Participants

About A.T. Kearney
A.T. Kearney is a global management consulting firm that uses strategic insight, tailored solutions and a collaborative working style to help clients achieve sustainable results. Since 1926, it has been a trusted advisor on CEO-agenda issues to the world’s leading corporations across all major industries. A.T. Kearney’s offices are located in major business centers in 38 countries.

About the Book Industry Study Group, Inc.
The Book Industry Study Group, Inc. (BISG) is the U.S. book industry’s leading trade association for policy, standards and research. The mission of BISG is to create a more informed, empowered and efficient book industry supply chain for both physical and digital products. Membership consists of publishers, manufacturers, suppliers, wholesalers, retailers, librarians and others engaged in the business of print and electronic media. For more than 30 years, BISG has provided a forum for all industry professionals to come together and efficiently address issues and concerns to advance the book community. Learn more about BISG at

About Pearson
Pearson is the world's leading learning company, providing educational materials and services, business information through the Financial Times Group, and consumer publishing through the Penguin brand. Pearson serves learners of all ages around the globe, employing 36,000 people in more than 70 countries, and is listed on the London and New York stock exchanges. For more information, visit

About Tata Consultancy Services Ltd. (TCS)
Tata Consultancy Services is an IT services, consulting and business solutions organization that delivers real results to global business, ensuring a level of certainty no other firm can match. TCS offers a consulting-led, integrated portfolio of IT, BPO, infrastructure, engineering and assurance services. This is delivered through its unique Global Network Delivery Model™ (GNDM), recognized as the benchmark of excellence in software development. A part of the Tata group, India’s largest industrial conglomerate, TCS has over 202,000 of the world’s best-trained consultants in 42 countries. The company generated consolidated revenues of US $8.2 billion for year ended March 31, 2011 and is listed on the National Stock Exchange and Bombay Stock Exchange in India. For more information, visit us at

22 May 2012

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