From the SMH, comes news from Kobo that the mere news mentions that ebooks have received since the REDgroup administration have translated into a sales spike on the Kobo-powered Borders.com.au ebookstore.
The Australian arm of Canada-based e-books company Kobo estimates there has been at least a 30 per cent increase in traffic to its sites, generating “good” sales, since REDgroup Retail slipped into voluntary administration in February.
“The mere fact that there is all this speculation whether e-books had pushed REDgroup into administration drove a lot of people to look at e-books,” said Kobo’s Australian head Malcolm Neil. “We actually saw a huge sales spike in the couple weeks afterwards.”
These new buyers are the John and Jane Citizens that will sooner or later boost ebook use to match that of paper, and beyond.
Like it or not, the main wedge of ebook buyers are currently younger and tech-savvy, who search out more information on them (at places like this, and TeleRead, et al) to solve their book useage/reading/buying problems.
When the word “ebook” appears in the mainstream press with any regularity, you get a ton of people still saying “what’s that?”
That’s an opportunity, and growth “upside” – not a problem to be solved in “converting” these people.The story also had more large sales estimate numbers, this time from a communications boffin, who says ebook adoption could even approach 10% of all book sales by the end of the year. That would be huge:
University of Melbourne publishing and communications lecturer Emmett Stinson said e-books were likely to generate around 7 to 8 per cent of all book sales by the end of the year, but might even come close to 10 per cent.