Tablet Bookstores Survey: Browser Bookstores More Popular Than Apps

Tablets and e-readers are consistently gaining popularity, but some of the ways users read and buy digital books on such devices may be changing. Because of Apple’s recent legal troubles regarding e-book pricing, the Department of Justice has proposed that Apple begin allowing booksellers like Amazon to link to their own online stores rather than sell books directly in Apple’s apps, where Apple would receive a portion of sales. How many consumers might such a decision impact?

tablet bookstores

Mobile Consumers

In Ask Your Target Market’s latest survey, 24% of respondents said they currently own a tablet device. 12% said they own an e-reader. 9% said they own both types of devices. And 54% don’t currently own either type of device.

Of those who own these devices, 36% said they have an iPad. 26% own a Kindle. 25% own a Kindle Fire. 11% own a Nook e-reader. 4% own a Surface tablet. And 21% own a different type of tablet or e-reader, such as a Samsung Galaxy or Google Nexus.

Tablet Bookstores

22% of tablet owners said that they often read books on their devices. 37% said they sometimes read books on their tablets. 19% rarely read books on their tablets. And 22% said they never do.

Of those who own either a tablet or an e-reader, 28% said they don’t ever purchase books on their device. 46% said that they purchase books in online bookstores within their device’s browser, which is the method the DOJ is suggesting Apple make available. 38% said they purchase books within apps. And just 3% said they purchase books in other ways, such as through their computer and then transfer them to their device.

Potential Consumers

Just 12% of overall respondents said they definitely plan to buy a tablet within the next year. 3% said they plan to buy an e-reader. 4% plan to buy both types of devices. 26% said they might possibly be interested in buying one of those devices within the next year. And 56% of consumers said they definitely don’t plan to buy a new tablet or e-reader within the next year. Those who don’t currently own either device were 7% less likely to be interested in buying either device.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: Books – then and now from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on August 6 via AYTM’s online survey panel.

Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.