Economic Enigma Data

21st Century Consumers Continue Choosing Print over E-Books

In a society driven by an increase of technological innovations, one

would expect American consumers to be more inclined to purchase ebooks rather than the old-fashioned print book. With access to laptops, tablets, and other
electronic devices, not only do e-book prove to be a commodity at our fingertips but are likewise
much cheaper compared to hardcover and paperback books. While the average cost for a paper
book is about $15-$20, e-books cost around $10-$12, if not cheaper. The truth is 62% of
American consumers actually prefer print over e-books. It is quite astonishing that print books
have actually increased in sales since e-books came out in 2010, and as of 2014 the number of
paper books sold have increase by 2.45%. Evident in the pie graph above, as the preference of
print books increased from 43% in 2012 to 55% in 2014, e-book preferences actually had an
opposite turn out. E-book preferences decreased from 19% to 11%. When comparing the sales of
100 books, 70% of the gross revenue came from print books purchases compared to the
remaining 30% of e-book purchases. With all this in mind, what are the reasons for customers to
continue purchasing and favoring print books over modern day e-books?
From a sample survey of 527 participants, 54% claimed books were easier to use, 35%
liked the note-taking ability enhanced by books, and 11% agreed they enjoyed the physical
feeling of a book. Data reveals that people take comfort in the flexibility of a printed book. There
is no need for charging or much maintenance of a print book compared to a kindle or other form
of electronic reading deice. Unlike an electronic device that might be out of battery, a book will
always be available.

Participants of this survey also revealed that they would be willing to pay more for a print
book, even though they might have previously owned an e-book. People have decided to use the
cost vs. benefits principle within this enigma. Paying $5 to $10 dollars more is worth the
convenience of using a book. Individuals have easier access to the availability of books and the
flexibility of taking notes without problems. By purchasing a print book there is also the benefit
of re-selling and making a profit from its original price. This is unable to be done with e-books.
For many, the benefits of buying a print book outweighs the cost of perhaps having to pay a bit
extra or having to carry an slightly heavier item compared to a light e-book reader.
In regards to the environment, the principle of future consequences count is likewise
applicable. The manufacturing of e-readers produces 65 pounds of carbon dioxide and consumes
approximately 100 kilowatt hours of fossil fuels. Those concerned with the environment would
agree that manufacturing of a book is much greener in terms of carbon dioxide emissions and the
hours of fossil fuels it consumes. The manufacturing of a book is produces 100 times less
greenhouse gases than those created by the manufacturing of an e-reader. Some individuals are
concerned about the issue of consuming trees and wasting paper with the production of books.
The truth is, there are more resources being consumed and gases emitted with the production of
e-readers. Another issue people consider that applies to future consequences count is the fact that
an electronic device, when used for a very long time and not charged, will eventually die. In the
case that one might not be able to find an electric source, then reading had been forcefully
stopped. This is not the case with a print book. It will always be 100% charged and ready for
long hours of intense reading.
The truth is, not everyone is able to afford an e-reader. Although e-books are relatively
cheaper that a regular print books, it cost much more to obtain an e-reader such as a Kindle or

Nook. These cost anywhere from around $50-$200, which means you would have to invest in an
e-reader before purchasing an e-book. It is here where the principle scarcity forces tradeoffs
comes into play. Perhaps because of a scarcity of money or due to other financial difficulties,
more people choose not to invest in an e-reader even though it might pay off later on through the
purchase of cheaper e-books. This principle highlights the idea that limited resources force
people to make choices and face trade-offs. People are willing to pay more for a print book
compared to an e-book because they understand it is actually much cheaper than the initial
process of purchasing and investing in an e-reader.
Although it seems e-books would be the more popular form of reading in todays
technologically advanced society, for various reasons it seems prints books remain the preferred
option. Not only do people claim they are easier to use, convenient, and allow for better note
taking, but in fact their manufacturing releases less carbon dioxide emissions than the production
of an e-reader. People take into account the cost versus benefits, future consequences count, and
scarcity forces tradeoff principle when choosing print books over electronic. People are willing
to pay more for an individual print book, perhaps due to a scarcity of money, because it is
cheaper than investing in an e-reader and its manufacture results in less pollution for our
environment. Whatever option you prefer, print or e-book, just know there are many ways to
enjoying a good book.

Works Cited
Catalano, Frank. "Paper Is Back: Why 'real' Books Are on the Rebound - GeekWire." GeekWire.
18 Jan. 2015. Web. 26 Feb. 2016.
Hoffelder, Nate. "AAP Reports Publisher Revenues up 5% in First 3 Quarters of 2014 | The
Digital Reader." The Digital Reader. 15 Dec. 2014. Web. 26 Feb. 2016.
Milliot, Jim. "For Books, Print Is Back." PublishersWeekly.com. 02 Jan. 2015. Web. 26 Feb.
2016.
Tan, Teri. "College Students Still Prefer Print Textbooks." PublishersWeekly.com. 08 July 2014.
Web. 26 Feb. 2016.