A recent survey by the Boston Consulting Group concludes that that eReader sales will take off if the price comes down to $200 and the feature set is enhanced over current readers. The survey reflects the opinions of 13,000 respondents from 14 countries. The study also indicates that the respondents are willing to pay $5-$10 for books.
One surprising result from the study is that 49% of those surveyed are planning on buying a tablet device in the next 3 years. But even more stunning is that the top three countries with the greatest awareness of tablet devices are India, China and Japan. 71% of the respondents from India were aware of tablets compared with just 54% in the US.
The survey also reveals that purchasing convenience and price are the most important attributes for digital content. Marion Maneker on the "Goodnight, Gutenberg blog points out:
What this tells us is that purchasing convenience may be the secret weapon for the publishing industry. We've heard lots of statistics about Kindle owners buying more books with the device. The survey seems to confirm that. The same may be true of journalism. More devices might actually translate into more readers and more work being read.
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