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Survey reveals Amazon as most popular UK e-book vendor
10.11.10 | Philip Jones
Amazon is the most popular e-book vendor in the UK, according to survey of the book trade by FutureBook, with more 60% of respondents having bought at least one e-book from the giant retailer. The survey also found that more than double the number of respondents had bought an e-book this year when compared to the 2009 results.
The survey, the full results of which will be unveiled at The Bookseller's FutureBook conference on 30th November, has now received more than 2,000 responses. The results show that almost 80% of respondents have read a book digitally, almost double the same proportion who responded affirmatively in last year's survey. The survey also found that 47% of respondents had paid for an e-book, compared with just 20% last year.
Amazon's Kindle store was by far the most popular choice for those buying e-books, with 61% of respondents indicating they had bought from the giant internet retailer despite the Kindle store only launching in the UK this summer. The iTunes/app store was the second most popular destination with 23% of e-book buyers purchasing their digital wares from the Apple-run shop. Unsurprisingly perhaps for a survey primarily aimed at book industry insiders, 18% said they had bought from a publisher's own website, ahead of either the iBookstore (16%) or Waterstone's (12%).
When filtered by occupation the survey showed that Amazon was used by a smaller number of booksellers proportionately, with 40% indicating that they had used the Kindle store, with Waterstone's the third most used choice after the iTunes/app store. Among publishers, Amazon had been used by 61%, but the iBookstore was the third most popular destination, behind the iTunes/app store.
The survey also found that 61% of respondents had read an e-book on their own computer, while 45% said they had used a dedicated e-reader, such as the Kindle. One-third said they'd read digitally on a mobile phone, while 22% indicated that they had used a tablet.