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<span style="font-size: 20px; font-weight: bold;
color: rgb(0, 0, 0); font-family: arial;
line-height: 110%;">OPLIN 4Cast #233: E-book
gender issues</span><br>
<!-- Make sure you modify the date of the 4Cast in this section -->
<span style="font-size: 11px; font-weight: normal;
color: rgb(102, 102, 102); font-style: italic;
font-family: arial;">June 8th, 2011</span></p>
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<p style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.oplin.org/4cast/wp-content/uploads/2011/06/men_women.png"><img
class="alignleft size-thumbnail wp-image-1956"
style="margin-right: 5px;" title="men|women
sign"
src="cid:part2.02000800.09050501@oplin.org"
alt="" height="95" width="95"></a>Guess what?
Men and women are different. While that is obvious
in many cases, it may be a little surprising to
find that men and women seem to have different
preferences and habits when it comes to e-books
and e-book readers. Forrester Research has been
keeping watch on the digital book market, and our
first link below is an article about Forrester's
predictions for that market from 18 months ago.
Their most recently released report seems to
indicate that they got at least one thing right:
women are important to the future of the e-reader
business. The fourth article linked below may
provide some insight into a problem women may have
with the current e-book business model.
</p>
<div> </div>
<ul style="text-align: left;">
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.eweek.com/c/a/Mobile-and-Wireless/EReader-Growth-Hinges-on-Women-99-Price-Tag-Says-Forrester-320027/">E-reader
growth hinges on women, $99 price tag, says
Forrester</a> (eWeek/Michelle Maisto)
"Finally, later adopters-the group with the
biggest potential of all-are likely to be women
who currently [Aug. 2009] buy or borrow
approximately 2.7 books per month. They're less
concerned with having the latest device, they'll
wait for a $149 or $99 price point, and they buy
their books from multiple sources. 'Whereas
Amazon was perfectly positioned to sell to the
first wave of e-reader adopters, this group may
be more likely to buy from a retailer like
Wal-mart or Target,' writes [Forrester Research
author Sarah] Rotman."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.nytimes.com/2011/05/23/business/media/23nook.html">Female
magazine fans flock to Nook Color</a> (New
York Times/Jeremy W. Peters) "On the surface,
the reason for the strong performance of
female-oriented publications on the Nook is
relatively straightforward. Generically
speaking, the iPad and other tablets are men's
toys, while the Nook Color and other e-readers
are more popular with women. According to data
from Forrester Research, 56 percent of tablet
owners are male, while 55 percent of e-reader
owners are female. Women also buy more books
than men do-by a ratio of about 3 to 1,
according to a survey last year by Bowker, a
research firm for publishers-and are therefore
more likely to buy devices that are made
primarily for reading books."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://emediavitals.com/content/meredith-takes-analytical-approach-tablets-and-e-readers">Meredith
takes an analytical approach to tablets and
e-readers</a> (eMedia Vitals/Rob O'Regan)
"What has [women's publisher Meredith Corp.'s
Liz] Schimel’s team learned so far about the
user experience? For one, there are distinct
differences between users of tablets like the
iPad and users of e-readers such as Barnes &
Noble's Nook. Users of tablets, she said, are
looking for interactivity in the form of videos
or hotspots-basically, more sophistication from
a technology point of view. E-reader users, on
the other hand, seem happy just to have content
that's portable. 'The delight factor there is
the fact they can get great magazine content on
their e-reader device,' she said."</li>
<li style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;"><a
href="http://www.telegraph.co.uk/technology/news/8518755/E-books-drive-older-women-to-digital-piracy.html">E-books
drive older women to digital piracy</a> (The
Telegraph/Christopher Williams) "One in eight
women over 35 who own such devices admit to
having downloaded an unlicensed e-book. That
compares to just one in 20 women over 35 who
admit to having engaged in digital music piracy.
News that a group formerly unwilling to infringe
copyright are changing their behaviour as
e-books take off will worry publishing
executives, who fear they could suffer a similar
fate to the record labels that have struggled to
replace lost physical sales."</li>
</ul>
<div style="text-align: left;"> </div>
<p style="text-align: left; font-size: 20px;
font-family: arial; line-height: 110%;"><small><strong><em>Nook
fact:</em></strong></small><br>
</p>
<div style="text-align: justify; font-size: 16px;
font-family: arial; line-height: 110%;">Barnes and
Noble has specifically targeted women in their
marketing of the Nook readers, and that strategy
seems to have brought them one of their biggest
successes. They now claim more than 25% of the
digital book market.
</div>
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