Thursday, August 25, 2011

How do we know that paper books and newspapers are losing market share to tablets?

Yesterday I read on Environmental Leader that "By 2015 paper use in North American magazines, newspapers and books is expected to fall between 12 and 20 percent from 2010 levels, as the use of tablet devices and e-readers rises, according to a report by paper industry information source RISI."

The report, "The Impact of Media Tablets on Publication Paper Markets" sounds very interesting but if you want to read it you'll need to pay $5,900. Now, if you a free of charge evidence, a bit less scientific maybe, but still very convincing that paper is loosing its hegemony to electronic formats, all you need to do is to check a new survey published by Staples.

The survey, as CNN reported, asked 200 tablet-using professionals about their preferences and habits. There were several interesting findings, but one of them sticks out:

"More than one-in-three respondents -35% - fessed up to using their iPad, Motorola Xoom, Samsung Galaxy or other tablets while in the bathroom."

That's it, ladies and gentlemen. Game over. If books, newspaper and magazines lost 35% market share at the bathroom, it's just a matter of time until paper reading will lose the rest of the battle, becoming eventually only a niche market for paper lovers and those who can't still go to the bathroom without a piece of paper or a good book.

Image credit: dalboz17, Flickr Creative Commons

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