According to well-known research and consulting firm, Forrester Research, the success of eReaders, and by association eBooks, is tied not to the first, or even second wave of buyers of this technology, who tend to be affluent, middle-aged men, but the average woman shopping at Wal-Mart or Target.
…later adopters—the group with the biggest potential of all—are likely to be women who currently buy or borrow approximately 2.7 books per month. They’re less concerned with having the latest device, they’ll wait for a $149 or $99 price point, and they buy their books from multiple sources.
“Whereas Amazon was perfectly positioned to sell to the first wave of e-reader adopters, this group may be more likely to buy from a retailer like Wal-mart or Target,” writes [report author] Rotman.
Well, duh. Any woman who has found herself a willing hostage to the romance aisle at the big blue box store could tell you that.