At the moment, I’m spending a lot of time setting up my new digital publishing venture, Endeavour Press. One of the things that interests me is, how many Kindles are out there. Amazon reported today that over the holiday weekend in the US it had sold four times as many Kindles as it did last year. But, rather irritatingly, it doesn’t actually say how many.
Figures are surprisingly hard to come by. For 2010, the estimates from the analysts are that five to eight million Kindles were sold. Let’s take a median figure, and called it 6.5 million. If Amazon has quadrupled those sales this time around – and based on anecdotal evidence, that sounds realistic – then it should sell around 26 million this year.
Add in the 2010 sales, and, after Xmas there could be 32 million Kindles out there globally. That’s about half the population of the UK. More significantly, I bet nearly all of those people are keener than average readers. After all, there isn’t much point in getting one if you only read on James Patterson book a year. You need to be a 5-10 books a year minimum reader to make the investment worthwhile.
So what proportion of heavy book readers will have a Kindle by 2012? I’d estimate about 40%. That’s what makes this market so fascinating.