E-book Market in the US 2016-2020

  • Published: Mar 2016
  • Pages: 56
  • SKU: IRTNTR8425

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This market research report presents a detailed segmentation of the e-book market in the US by product type (non-fiction, juvenile, and fiction), by reading device (tablets, e-readers, cell phones, laptops, and computers), and by demographics (age group 13-17 years, 18-29 years, 30-44 years, 45-54 years, and 55 years and above). The key vendors analyzed in the report are Amazon, Apple, Barnes & Noble, and Kobo.

Outlook of the e-book market in the US

Technavio’s market research analyst predicts the e-book market in the US to grow at an impressive CAGR of approximately 14% until 2020. The rising penetration of smartphones and e-readers is a critical factor that propels the growth of the e-books market in the US as these devices act as an effective platform for the wide-scale adoption of e-books. Furthermore, the availability of an extensive range of e-books and efficient pricing policies by vendors will lead to the substantial growth of this market during the forecast period.

Additionally, the introduction of government initiatives, such as the Open eBooks initiative, will aid in the growth of this market until 2020. This initiative is expected to facilitate the supply of e-book titles to children from low-income families, which in turn will further enhance the prospects for growth in this market.

Product-based segmentation of the e-books market in the US

  • Non-fiction
  • Juvenile
  • fiction

The non-fiction e-book segment dominates this market and accounts for well over one-third of the total market share during the forecast period. These e-books are priced higher than their other counterparts, and their sale is driven by the high demand for religious non-fiction e-books from across the globe. 

Segmentation by reading device and analysis of the e-books market in the US

  • Cell phones
  • E-readers
  • Tablets
  • Laptops and computers

In this market study, analysts have estimated the tablets segment to currently account for over 40% of the total market share. Benefits such as the presence of a wide screen, high resolution, and a broad range of other applications will spur the prospects for growth in this market segment during the estimated period.

Competitive landscape and key vendors

The e-book market in the US is highly competitive owing to the presence of well-established vendors. These vendors mostly compete on the basis of promotional strategies and aggressive pricing of e-books. To stay competitive in this market, the vendors are expected to focus on product extension over the forecast period.

Key vendors in this market are -

  • Amazon
  • Apple
  • Barnes & Noble
  • Kobo

Other prominent vendors in the market include e-books.com, eHarlequin eBook Store, Google E-books, Lulu, OmniLit, Smashwords, and Waterstones.

Key questions answered in the report

  • What will the market size and the growth rate be in 2020?
  • What are the key factors driving the e-book market in the US?
  • What are the key market trends impacting the growth of e-book market in the US?
  • What are the challenges to market growth?
  • Who are the key vendors in this market space?
  • What are the market opportunities and threats faced by the vendors in the e-book market in the US?
  • What are the key outcomes of the five forces analysis of the e-book market in the US?

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Table of Contents

PART 01: Executive summary

  • Highlights

PART 02: Scope of the report

  • Market overview
  • Top-vendor offerings

PART 03: Market research methodology

  • Research methodology
  • Economic indicators

PART 04: Introduction

  • Key market highlights

PART 05: Country overview

PART 06: Market landscape

  • Market overview
  • Market size and forecast
  • Five forces analysis

PART 07: Market segmentation by product

  • E-book market in the US by product

PART 08: Market segmentation by reading device

  • E-book market in the US by reading device

PART 09: Market segmentation by age and gender

  • E-book market in the US by age
  • E-book market in the US by gender

PART 10: Market drivers

  • Increased penetration of portable devices
  • Government programs to encourage e-book adoption
  • Green initiatives to reduce paper use

PART 11: Impact of drivers

PART 12: Market challenges

  • Content piracy
  • Conflict between publishers and retailers
  • Delays in release of e-books

PART 13: Impact of drivers and challenges

PART 14: Market trends

  • Self-publishing
  • Transition to digital reading
  • E-book: An evolution in the medium of reading

PART 15: Vendor landscape

  • Competitive scenario
  • Market vendor rank analysis 2015

PART 16: Key vendor analysis

  • Amazon
  • Apple
  • Barnes & Noble
  • Kobo
  • Other prominent vendors

PART 17: Explore Technavio

Research Framework

Technavio presents a detailed picture of the market by way of study, synthesis, and summation of data from multiple sources. The analysts have presented the various facets of the market with a particular focus on identifying the key industry influencers. The data thus presented is comprehensive, reliable, and the result of extensive research, both primary and secondary.


Primary sources

  • Manufacturers and suppliers
  • Channel partners
  • Industry experts
  • Strategic decision makers

Secondary sources

  • Industry journals and periodicals
  • Government data
  • Financial reports of key industry players
  • Historical data
  • Press releases


Data Synthesis

  • Collation of data
  • Estimation of key figures
  • Analysis of derived insights

Data Validation

  • Triangulation with data models
  • Reference against proprietary databases
  • Corroboration with industry experts



  • Market drivers
  • Market challenges
  • Market trends
  • Five forces analysis


  • Market size and forecast
  • Market segmentation
  • Geographical insights
  • Competitive landscape
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