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16-24s Say Ebooks Are Too Expensive

Posted at 7:33AM Wednesday 20 Nov 2013

A new report from Voxburner into the digital content habits of young people reveals that 16-24s think that ebooks are too expensive. 17% of respondents think ebooks should be 75% cheaper than physical books, whilst 28% think they should be half the price and a further 17% think they should be 25% cheaper. Only 8% of young people think the price of ebooks and physical books should be the same.

Less than half of young people (45%) don't own any kind of ereader device at all, whilst 25% say they use their smartphone for reading. Out of those that do own an ereader, Kindle (22%) is the most popular, followed by the iPad (17%) and the Nexus 7/10 (4%). 76% have not bought an ebook in the last month.

62% of respondents said they prefer to buy books as physical products (rising to 66% for females, compared to just 51% of males).

However, 26% of 18-24s surveyed say they expect their ebook purchases to increase in the next 12 months.

Sean, aged 24 from Dublin says, "I don't buy ebooks. It's ridiculous the price is near identical to the print version. It costs so much less to sell an ebook than a hard copy, so why not price them appropriately?"

Philippa, aged 22 from Cambridge says, "I only caved and bought a Kindle for travelling - to feed my literary habit I need to take about 40 books to fuel the 6 month trip I'm doing at the moment. But I stocked up on classics and books in the Amazon daily deal so I've never paid more than £1.99."

Luke Mitchell, Head of Insight at Voxburner says, "Young people retain a surprisingly high affection for printed books and it's clear they struggle to value digital books at the same price as their publishers do. Our research repeatedly shows the sensitivity of 16-24s to price and their insatiable quest for maximum value-for-money."




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