Boston – The U.S. e-book
reader market is set to generate $1.3 billion in revenue in 2010, growing to
$2.5 billion by 2013, according to a report from market research firm Yankee
e-book reader sales are expected to hit 6 million this year, and rise at a compound
annual growth rate of 34% to reach 19.2 million in 2013, when the installed
base will hit over 36 million.
Yankee Group sees $150 as the "sweet spot"
for e-book reader pricing.
"Unlike the iPod, which hooked serious music
buyers in addition to a raft of casual listeners, e-book reader adoption will be
limited to heavy readers only — at least until prices come down," said
Yankee Group analyst Dmitriy Molchanov.
"But we see the average price of
e-book readers declining by roughly 15 percent per year for the next five
years, resulting in 55 percent increase in adoption rate year over year."