The Slow Decline of E-Readers: Why Dedicated Devices Are Now a Minority
Once revolutionary, dedicated e-readers are now overshadowed by smartphones and tablets - but a loyal audience keeps them alive.
Before tablets became mainstream and the proliferation of large smartphones, the e-reader carved a unique space. The selection of portable devices suitable for reading was small, and the e-reader offered something different. The appeal of E Ink was clear: ultra-low power consumption and the ability to read in direct sunlight without glare. The first Amazon Kindle and other e-readers revolutionised the way we consume books, presenting a highly readable, lightweight alternative to physical books. It was common to see commuters using public transportation while reading on e-readers, and Kindle advertisements regularly appeared on trains and buses. By 2010, e‑book revenue comprised 8.32 per cent of the U.S. trade‑book market, up from 3.2 per cent in 2009 - fueling optimism that digital would eclipse print by decade’s end.

However, the rise of multifunctional smartphones and tablets would soon puncture this growth. These multi-purpose devices outpaced E Ink’s capabilities, which excelled at long-form reading but couldn’t compete with dynamic, colourful content. As the smartphone evolved into the all-in-one device for media consumption, communication, and productivity, E Ink’s appeal waned.
Wired observed as early as 2013 that tablets were “killing” dedicated e-readers, not by pushing users away from reading altogether but by absorbing casual e‑reading into devices they already owned. Most people who read only occasionally didn’t need a device just for books. A multi-functional device like a smartphone or tablet is “good enough” for casual ebook reading, along with everything else. The rise of apps like Kindle, Apple Books, and Wattpad has made ebooks easily accessible without the need for dedicated hardware. The tablet and smartphone were gradually overshadowing the e-reader’s golden period between 2007 and 2011.
In Canada, a 2018 survey by Booknet showed that tablets were used by 62% of digital readers. Younger people prefer using a smartphone for reading. The e-reader was popular with readers aged 55 and over:
Tablets are used by 62% of digital readers, making them most-used device for reading ebooks, and they are particularly popular with those aged 35-54. Coming in a close second at 61% is the smartphone, which is most popular with the 34 and under crowd (and least popular with those 55 and over). Surprisingly, 59% read on a laptop or a desktop computer, which are, again, most popular with those under the age of 34, while e-readers come in last at 57%. This is possibly due to the fact that most people already have other expensive digital devices capable of displaying ebooks, either in their pockets or as a tablet, so dedicated e-readers don't make a lot of sense economically. They are most popular with readers aged 55 and over, which happens to be the group least likely to own a smartphone.
For avid readers, the preference for print books remains strong. In the US, for example, a 2021 Pew Research survey showed that 65% of adults reported reading a print book in the past year, while 30% reported reading an e-book. Those who read digital media prefer smartphones and tablets.
A StoraEnso survey confirmed the US trend in other countries as well:
A new Stora Enso survey among 2,400 book readers of all ages in the UK, France, Germany, and the US found that people still overwhelmingly prefer physical books for their look, their feel and even their smell.
The study, rolled out during March 2022, showed 65% of respondents wanting physical books, versus 21% who preferred e-books and 14% audiobooks. The French showed the strongest preference for physical books of any nation. And most said they preferred to read or listen to fiction books for leisure and to get quality time alone.
A 2019 Vox retrospective reported that ebook sales stabilised at around 20% of total book sales, with print holding the remaining 80%.
A growing e-book market in China
The e-reader in the US and many European countries carved a niche as a distraction-free device among avid readers. However, while it consolidated its position for some, its relative decline was marked by the rise of multi-functional devices, such as smartphones and tablets. At the same time, most readers tend to prefer physical books.
In China, the digital reading market is a rapidly growing segment that is expected to continue flourishing. According to the Chinese government, the digital reading industry in 2023 reached the highest annual growth in five years:
The revenue of China's digital reading industry in 2023 reached 56.7 billion yuan (7.98 billion U.S. dollars), marking 22.33-percent growth year on year and the highest annual growth in five years.
Further, fewer people read printed material, with more reading via digital media:
More people read via digital media, with 80.3 percent of respondents reading on digital devices including computers, mobile phones, e-book readers and tablet computers, an increase of 0.2 percentage point compared with 2022.
The smartphone remains the dominant digital media for reading. There has been a slight decline in the proportion of people reading on e-book readers, from 26.8% in 2022 to 25.3% in 2023, while those using tablet computers to read increased from 21.3% in 2022 to 22.5%.
Similar to North America and some European countries, the data indicate that the e-reader has a smaller proportion of users compared to smartphones and tablets. Where China differs is a preference among readers for digital media over printed media.
This preference can be partly attributed to the Chinese government's strong push for digital learning and access to digital learning resources. The cost of e-books is also significantly lower than that of the printed format, which encourages the adoption of digital formats. There is also a strong social reading culture. Social media apps, such as WeChat, have integrated social reading features like WeRead.
In contrast, in North America and many European countries, large publishing houses have significant influence on pricing. These publishing houses are known for keeping the cost of e-books close to the printed edition, to avoid undermining physical book sales, which are a significant revenue stream.
Public libraries and schools often pay much higher prices for e-books and get time-limited or checkout-limited licenses. This tension can impact the availability and scope of digital educational materials, as publishers prioritise protecting their intellectual property and revenue streams against more open access models.