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The digital market for children’s books could take off once parents begin to hand down devices, though this may come too late for some young readers who may inherit the tools to read digitally just as their interest in books declines.
According to a survey on the children’s market, “Understanding the Children’s Book Consumer”, conducted by Bowker Market Research, from a sample of more than 2,000 children or their parents, there are twice as many children who would potentially read e- books as compared to the number that already do. Boys aged five to seven represent the highest potential for growth when it comes to e-reading, with 54% wanting to read digitally (but not yet doing so), with 25% of boys in that category already reading them. Girls aged eight to 10 were the second biggest group of potential new e-readers, with 52% wanting to read digitally; on top of 29% of the category that already do.
The eight to 10 age group presented the most exciting potential for reading in the digital age because they read, and are engaged in technology, with a third playing game apps and nearly half playing games online at least weekly, the survey suggested.
However, the market for girls gets narrower and deeper as they grow older and for boys it declines from the age 10 onwards. Children aged eight to 14 are most likely to be interested in e-readers, but reading peaks among girls aged five to seven and among boys aged eight to 10. Sixty-three per cent of girls aged five to seven read by themselves daily, falling to 19% of girls aged 14–17, with 54% of boys aged eight to 10 reading daily, dropping to 12% by 14–17.
Across the age-range a lack of ownership was the main factor holding back the market, with only 24% of children having access to a tablet or e-reader. Just 5% of children use an e-reader they have access to, and 15% use a tablet.
Bowker research director Steve Bohme said the raft of new e-reading devices being launched into the UK market this autumn could lift the children’s digital market, but only if the new devices were used to upgrade by those who already have devices, passing on their older devices to their children.
The Understanding the Children’s Book Consumer survey involved a sample of more than 2,000 children or their parents, conducted in May 2012. For more information about the survey or to access the findings, contact James.Howitt@bowker.com.