Germany: eBooks not yet a mass market product

GfK Panel Services analyzes the German market for eBooks

eBooks are already bestsellers in some countries. The major online retailer Amazon recently reported that it sold more eBooks than paperbacks in the USA last year.

However, electronic books continue to be a niche product in Germany. According to calculations carried out by GfK Panel Ser-vices, eBooks only achieved a 0.5% share of overall book sales in Germany in 2010, registering a total sales volume of EUR 21 million. At present, only 35% of German publishers offer eBooks, although many intend to follow suit before long.

The internet is an important sales channel for media products such as books, music, films, software and games. In 2010, around a quarter of overall sales in these product groups in Germany were generated by online stores.

Order a product today and receive it by post the very next day – this distribution model has been experiencing increasing popularity among consumers for many years and has resulted in sales declines for high street retailers.

As well as ordering physical products such as CDs and print books, content can also be purchased over the internet in a file format that can be downloaded instantly.

Following years of stagnation, the download market in Germany is now also steadily gathering momentum. According to calculations by GfK Panel Services, downloads were responsible for 5% of overall sales of media products in 2010.

The industry generated sales worth EUR 417 million from download purchases of music, audio books, software, games, videos and eBooks, which represents a 54% increase on the prior year. Significant growth was also recorded for volume sales, with a 42% rise to 98 million files.

However, just 5% of the overall download market was attributable to sales of eBooks.

Fiction particularly popular in eBook segment
Last year, Germans spent a total of EUR 21 million on eBooks (not including textbooks and specialist books) and around 2 million electronic books were sold overall. Approximately 540,000 individuals made purchases in 2010, with the typical eBook client being male and aged between 30 and 49 years.

In terms of book genre, fiction titles achieved a high share of 60%, while the sales share of this genre in print book copies only comprised 48%. Self-help books also recorded higher popularity in the form of eBooks than as print books, with sales shares of 24% and 15% respectively.

In contrast, travel literature and books for children and young adults were significantly less popular in the eBook format.

eBooks have become very well known in Germany. In January 2011, 62% of Germans over the age of 10 stated that they had heard of eBooks, which equates to around 39.5 million individuals.

In the prior year, only 49% declared this, and the figure was even lower in 2009, at 35%. However, at present, 54% of Germans say that although they have heard of eBooks, they know nothing or very little about them. Of those who have actually purchased eBooks, almost half feel they are not very well informed.

Providers clearly still need to greatly improve the information they provide. A recent survey conducted among publishers and book retailers by GfK Panel Services on behalf of the Börsenverein des Deutschen Buchhandels (German Book Traders’ Association) showed that 35% of publishers currently include eBooks in their range.

A further 18% intend to introduce eBooks this year, and an additional 7% are planning to do so in 2012. Looking at just the major publishers, the share of those who already offer eBooks stands at 67%.

Potential for eBooks also increasing in Germany
The potential for eBooks is currently rising markedly and is likely to increase further as more German titles become available. At present, around 9 million Germans are interested in eBooks, whereas this figure was only approximately 7 million in the prior year.

According to those consumers who have heard of the eBook, the electronic format offers a series of advantages. Almost 60% consider eBooks to be more environmentally friendly than print books, and 56% believe that eBooks can be offered at a lower price. In addition, nearly half of respondents think they are a good solution to limited space in the home and 40% consider them modern and the future of reading.

However, it is not expected that the electronic book will become a real threat to print books in the foreseeable future: at the moment, 78% of Germans state that they do not wish to read books on a screen. Nevertheless, the fact that, in 2009, a higher proportion of respondents (83%) said the same demonstrates that there is potential for this to change.

The survey
The analysis is based on findings from GfK Media*Scope, which continuously surveys 20,000 consumers in Germany about their media market purchases (music, games, cinema, videos, books).

The results are used to generate projections for the whole German population over the age of ten. In January 2009, 2010 and 2011, 10,000 people were interviewed in an additional ad hoc survey on the topic of the eBook.

How to jack off good <a href="">norsk kasino</a> - norsk kasino

Preview comment | Marketing research

I was able to find good advice from your blog posts. Feel free to surf to my website - professional algebra tutoring -

Preview comment | Marketing research

Hi there to all, it's actually a pleasant for me to pay a quick visit this web site, it contains priceless Information. Take a look at my weblog ... cheap essay writing -

Preview comment | Marketing research

Today, I went to the beach with my kids. I found a sea shell and gave it to my 4 year old daughter and said "You can hear the ocean if you put this to your ear." She placed the shell to her ear and screamed. There was a hermit crab inside and it pinched her ear. She never wants to go back! LoL I know this is totally off topic but I had to tell someone! My webpage quality assurance -

Preview comment | Marketing research

Hi there would you mind letting me know which hosting company you're utilizing? I've loaded your blog in 3 different web browsers and I must say this blog loads a lot faster then most. Can you suggest a good web hosting provider at a honest price? Cheers, I appreciate it! My webpage :: basic essay -

Preview comment | Marketing research

Ahaa, its good dialogue concerning this post here at this website, I have read all that, so now me also commenting at this place. my web blog - free essays -

Preview comment | Marketing research

I was more than happy to uncover this page. I need to to thank you for your time for this particularly fantastic read!! I definitely really liked every part of it and I have you saved as a favorite to check out new stuff on your web site. My website writing provided -

Preview comment | Marketing research

I pay a quick visit day-to-day a few web pages and information sites to read articles, except this blog presents quality based articles. my web page; purchase essay online -

Preview comment | Marketing research

Hi there everyone, it's my first visit at this site, and article is truly fruitful in support of me, keep up posting these types of articles. Feel free to surf to my web-site: paper remain relevant -

Preview comment | Marketing research

Hello to every , since I am really eager of reading this webpage's post learn to write an essay - be updated on a regular basis. It contains nice stuff.

Preview comment | Marketing research

This post is truly a good one it assists new the web people, who are wishing for blogging. Feel free to visit my web site - writing ensures -

Preview comment | Marketing research

Ridiculous quest there. What occurred after? Good luck! my website buy cheap -

Preview comment | Marketing research

Fantastic items from you, man. I've understand your stuff prior to and you are just too magnificent. I actually like what you have bought here, really like what you are stating and the way in which during which you assert it. You are making it entertaining and you continue to take care of to keep it sensible. I can not wait to read much more from you. That is actually a great website. Look at my web blog services getting flustered -

Preview comment | Marketing research

I think this is one of the most significant information for me. And i am glad reading your article. But want to remark on some general things, The web site style is wonderful, the articles is really great : D. Good job, cheers My web page :: buy written essay online -

Preview comment | Marketing research

You're so awesome! I do not suppose I've read something like that before. So good to find someone with some original thoughts on this subject matter. Really.. thank you for starting this up. This website is one thing that's needed on the internet, someone with some originality! Also visit my weblog best essay online -

Preview comment | Marketing research

I'm not sure where you're getting your info, but great topic. I needs to spend some time learning much more or understanding more. Thanks for wonderful info I was looking for this info for my mission. Feel free to visit my homepage: buy a good essay -

Preview comment | Marketing research

Asking questions are really pleasant thing if you are not understanding something totally, except this article presents nice understanding yet. My page; paper service provider -

Preview comment | Marketing research

My family members always say that I am killing my time here at web, but I know I am getting familiarity all the time by reading such nice articles or reviews. my page - jailbroken iphone -

Preview comment | Marketing research

Hey there this is somewhat of off topic but I was wondering if blogs use WYSIWYG editors or if you have to manually code with HTML. I'm starting a blog soon but have no coding experience so I wanted to get guidance from someone with experience. Any help would be greatly appreciated! Feel free to visit my blog post: allow cheap essay -