We've been writing a lot about eReader devices, but let's focus on the content for a moment. Why? Because selling a lifetime of eBook content to consumers is the end game of many companies in this space, especially Amazon and Barnes & Noble. They sky's the limit here. Consumers don't own digital libraries of books, as they did with music: When mp3 players came out, most consumers owned CDs that could be easily burned to a computer and downloaded to a device. Not so with books.
And the market for digital books, while catalyzed by the existence of dedicated eReader devices, will extend across multiple devices including desktops, laptops, mobile phones, netbooks, tablets, MIDs, portable gaming devices, and devices that haven't been invented yet. As we discuss in a new Forrester report, Forrester's data (based on a mail survey of 4,711 US consumers conducted in Q3 2009) shows that 3% of US consumers read eBooks on their desktop computers today; 2% read on laptops; and fewer than 1% read on dedicated eReaders, mobile phones, or netbooks, respectively. When it comes to future demand, 19% of US consumers say they're interested in reading eBooks on their desktop PCs, 14% say they're interested in reading on eReaders, 11% voice interest in reading on netbooks, and 5% say they're interested in reading on their mobile phones. What this means: Consumers are reading books digitally on multiple devices, and they will continue to do so.