A new report from the Cleantech Group (available for purchase or to Cleantech clients) takes on a big question: Are the Kindle and other eReaders really "green"?
In Forrester's surveys, we've found that of US online adults who are interested in eReaders, 51% say they're interested because they think that eReaders are "better for the environment." But I've often wondered if consumers just believe that eReaders are green, or if they really are.
Just a quick note to say that we've got a new report up on the changing demographics of eReader buyers: "Who Will Buy An eReader?," available in full to Forrester clients.
First, eReader interest and awareness is definitely growing, as you can see:
Second, the types of consumers likely to buy an eReader are changing. While early adopters of eReaders were a perfect storm of demographics for Amazon (they could afford the device, they have a need for the device in business travel and urban commuting, they like technology, and they buy lots of books online), future prospects for the devices look completely different. They're more likely to be female, less tech optimistic, and they read a lot (on average, 5 books per month) but they buy and borrow books from multiple sources, as opposed to buying lots of books online.
The big takeaway is that this could spell trouble for Amazon, if competitors can move in to better serve the later waves of adopters who don't have as strong a relationship with the eCommerce giant.
I've heard from clients that they're already seeing this shift--more women buying the devices and shopping for eBooks. Looking forward to continuing the discussion...