Through a recent survey, Cathedral Rock Publishing has discovered that eBook readers support additional content, such as music, audio and video, and are willing to pay more for this additional interactive content.
The survey of 105 users, conducted over July and August 2011, asked several questions to understand why readers do - or don't - access eBook content. When asked if they had downloaded an eBook, 85% of eBook device owners said "yes." Of those who had yet to download an eBook, a third said that they "preferred the feel of a book" and two-thirds said that they had a smartphone or similar smaller device and the screen size was not suitable for reading eBooks.
The survey also asked participants content would appeal to them in an eBook. More than three quarters of respondents (77%) identified music as a plus, while 19% answered "other types of audio." 56% said they would like video and 58% favored color visuals in eBooks.
The survey also asked people how they want to use multimedia content embedded in the eBook. More than three quarters (76%) wanted to import music and video into iTunes.
Finally, the survey investigated pricing. How much are consumers willing to pay for a multimedia eBook? All respondents said that they would pay more for it, with 10% stating they would pay more than $10. 16% said they would pay $10. 25% people said they would pay $8, and 40% said they would pay $6.
John David Balla, co-founder of Cathedral Rock Publishing, explained the rationale behind the survey: "This is an ongoing study to uncover what is driving the evolution of eBooks. We all know that eBook buying has exploded, but what do readers want in terms of rich content - and how different will the reader's experience be in the coming years? Understanding all these elements is important for publishers and authors as they consider how to package and present information readers want. The opportunities for content in the world beyond paper, are limited only by imagination - and what readers are open to."