E-Book Reader Popularity Will Continue To Grow In 2010

For the first time ever, the organisers of the Consumer Electronics Show (CES), being held in Las Vegas, have set aside a dedicated area for e-book readers. Not without some justification - there are at least two dozen different companies showcasing e-book readers at the event.

The increased level of awareness, both on the part of electronics manufacturers and the public, is quite understandable. 2009 was a great year for e-book readers and all the signs seem to point to 2010 being even more successful.

A great deal of the credit for this must be given to Amazon's Kindle reader. The Kindle 2.0 launch in February, followed by the launch of the larger DX in June, created a tidal wave of publicity for e-book readers as a whole and, of course, for the Kindle reader in particular.

The Kindle quickly went on to become Amazon's number one selling product and, during the festive season of 2009, the Kindle became Amazon's most gifted product ever. Sales of Kindle books made up 35% of all book sales (where a Kindle edition existed). On Christmas day 2009, for the first time ever, Amazon sold more Kindle books than traditional books.

At the close of 2009. the market for e-book readers had been clearly established. Currently, Amazon enjoys a 60% market share with Sony trailing in second place with 35%. Of course, there are many electronics manufacturers casting an envious eye over the success of both Amazon and Sony and who now want their slice of the pie. They could face a difficult challenge, considering Amazon's dominance. However, the market is still in a very early stage of development and massive growth seems likely, even in the short term. The right product could rewrite the rules overnight.

Neither are electronic hardware manufacturers the only businesses with a vested interest in the expansion and development of the e-book reader market. Third party manufacturers of various accessories - covers, chargers, clip on reading lights (e-book readers use e-ink technology displays, which are not back-lit), screen protectors etc. - also stand to gain from a brand new market that simply did not exist until very recently. Currently most of these accessories are aimed at the Kindle reader - but as other readers begin to emerge and increase in sales volume these will also be catered for.

2010 is going to be an important year for both e-book readers and e-books. Next year's CES will almost certainly retain an area specially for e-book readers. It may be somewhat larger in size than that set aside in 2010 - and it will be interesting to see which manufacturers are participating in 2011.

Check out the Amazon Kindle reader - and don't forget you can save a lot of money by getting free Kindle books - straight from the Amazon website.