What is interesting is to extrapolate where we'll be if the projected growth in e readers materializes. In that case, conventional book sales would be expected to drop to 37,380 books/10,000 people and the number of e-books should jump to 30,060 e book sales/ 10,000 individuals. So at 30% penetration almost half of sales are of e books. When costs and profit margins are taken into consideration, I think where we're headed is obvious.
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