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E-Books: a Survey of Industry Professionals and College Readers Iowa State University Capstones, Theses and Retrospective Theses and Dissertations Dissertations 1-1-2002 E-books: a survey of industry professionals and college readers Patrick J. Kirk Iowa State University Follow this and additional works at: https://lib.dr.iastate.edu/rtd Recommended Citation Kirk, Patrick J., "E-books: a survey of industry professionals and college readers" (2002). Retrospective Theses and Dissertations. 20126. https://lib.dr.iastate.edu/rtd/20126 This Thesis is brought to you for free and open access by the Iowa State University Capstones, Theses and Dissertations at Iowa State University Digital Repository. It has been accepted for inclusion in Retrospective Theses and Dissertations by an authorized administrator of Iowa State University Digital Repository. For more information, please contact [email protected]. E-books: A survey of industry professionals and college readers by Patrick J. Kirk A thesis submitted to the graduate faculty in partial fulfillment of the requirements for the degree of MASTER OF FINE ARTS Major: Graphic Design Program of Study Committee: Roger E. Baer, Major Professor Richard P. Manatt Debra J. Satterfield Iowa State University Ames, Iowa 2002 Copyright© Patrick J. Kirk, 2002. All rights reserved. ii Graduate College Iowa State University This is to certify that the master's thesis of Patrick J. Kirk has met the thesis requirements of Iowa State University Signatures have been redacted for privacy iii DEDICATION To my parents, Frank L. Kirk 1914-1977 Esther M. Kirk 1923-1975 who passed their love of books on to me. And also to Phyllis Ann Freiburger March 29, 1957 to January 3, 2002 Soul mate, love, and partner, Thank you for helping me write the most important chapters of my adult life. iv TABLE OF CONTENTS LIST OF FIGURES vi LIST OF TABLES viii FOREWORD x ABSTRACT xi CHAPTER I. INTRODUCTION 1 Our Long Relationship with the Printed Book 2 Reading a Book 3 E-Books: A Definition 4 The Purpose and Scope of the Study 5 CHAPTER 2. LITERATURE REVIEW 6 The Book to Byte Evolution 6 The First Developments 6 E-Publishing and E-Books 16 E-Book Features and Functions 17 Segments of the E-Book Market 19 Religious book market 19 E-books and education 21 E-books and libraries 23 Attitudes toward e-books: The consumer market 24 CHAPTER3.METHODOLOGY 29 Purpose 29 Methodology 1 29 Subjects 29 Procedure 29 Methodology 2 32 Subjects 32 Procedure 33 CHAPTER 4. ANALYSIS 46 Survey 1 46 Replacing Printed Books 49 Survey 2 51 General Results 52 CHAPTER 5. DISCUSSION 59 Survey 1 59 Technology and Usability 62 v Content 62 "Getting It!" 62 The Dot. Com Bust and Back 63 Survey 2 64 The E-Book and Human Interaction 65 Gender Differences 66 Year in School Differences 67 Replacing Printed Books: Version 2 67 Additional Factors Influencing Growth of E-Books 68 Directions for Further Research 70 Conclusion 70 APPENDIX A. TEST MATERIALS 72 APPENDIX B. TEST RESULTS 80 APPENDIX C. STUDENT SURVEY: WRITTEN RESPONSES 85 BIBLIOGRAPHY 95 ACKNOWLEDGMENTS 99 vi LIST OF FIGURES Figure 2.1. Timeline projecting the growth of e-book acceptance 25 Figure 2.2. Timeline charting the progression of e-book sales over printed books 26 Figure 3 .1. The Rocket eBook® (EB 500) 34 Figure 3.2. Alice in Wonderland by Lewis Carroll 35 Figure 3 .3. Rocket eBook features 36 Figure 3.4 .. First page of printed book 37 Figure 3.5. First page of electronic book 38 Figure 3.6. Side-by-side: Printed book and e-book 39 Figure 3. 7. Sample of images from printed book 40 Figure 3.8. Sample of digitized images on thee-book screen 41 Figure 3.9. Backlight controls of e-book 42 Figure 3.10. Entry from e-book built-in dictionary 43 Figure 3 .11. Underline function of e-book 44 Figure 4.1. Which would you prefer to study from-printed book or e-book? 52 Figure 4.2. Which would you prefer reading in bed-printed book ore-book? 53 Figure 4.3. Which would you prefer reading on vacation-printed book ore-book? 53 Figure 4.4. Which would you prefer reading to a child-printed book ore-book? 54 Figure 4.5. From which would you prefer looking for a specific passage-printed book or e-book? 54 Figure 4.6. Physical characteristics and ergonomics-.,.Which illustrations do you prefer looking at? 55 vii Figure 4.7. Physical characteristics and ergonomics-Which do you feel is easier on your eyes? 55 Figure 4.8. Physical characteristics and ergonomics-Which would you prefer holding? 56 Figure 4.9. If the cost of an electronic book and a printed book were equal and the next book you wanted to read was available in both formats, which would you select-printed book or e-book? 56 Figure 4.10. Overall opinion: Which do you prefer reading-printed book ore-book? 57 viii LIST OF TABLES Table 2.1. List of e-book hardware 8 Table 2.2. List of e-book software 12 Table 2.3. E-book features and definitions· 18 Table 2.4. Electronic book categories 20 Table 3.1. List of e-book publishers at Book Expo America 2000 30 Table 4.1. Job titles and functions of survey respondents 46 Table 4.2. Years in business of survey respondents 47 Table 4.3. The kind of books published by survey respondents 47 Table 4.4. Percentage of sales currently coming from e-books 48 Table 4.5. Percentage of sales predicted to come from e-books in next 5 years 48 Table 4.6. Percentage of total book sales that will bee-books when market matures 49 Table 4.7. Factors influencing growth and decline of e-books 50 Table 4.8. Breakdown of survey respondents by year in college 51 Table 4.9. Breakdown of survey respondents by gender 51 Table 4.10. Counts by gender 57 Table 4.11. Counts by year in school 58 Table 5 .1. Major factors influencing the growth of e-books in the publishing industry 59 Table 5.2. Book Expo America 2001 e-book exhibitors 60 Table 5.3. Book Expo America 2002 e-book exhibitors 61 Table 5.4. E-book market growth projection 63 Table 5.5. Settings and circumstances in which more survey respondents preferred printed books to e-books 64 Table 5.6. Settings and circumstances in which more survey respondents preferred e-books to printed books 65 Table 5. 7. Importance of being able to adjust text size of an e-book 66 ix Table 5. 8. Importance of portability in e-book and printed book 66 Table 5.9. Importance of the tactile and sensual qualities of a printed book 66 Table 5 .10. College student responses to when e-books will replace printed books 68 Table B.1. Survey 2 data summary 81 x FOREWORD The Love of learning, the sequestered nooks, And all the sweet Serenity of books. - Henry Wadsworth Longfellow (1807-1882) xi ABSTRACT The way in which text is transmitted changed dramatically in the twentieth century. Electronic books, e-books, are one manifestation of the change. This thesis examines developments in e-books and factors influencing current market and future growth. The review of literature indicates a need for investigation into end-users' attitudes and opinions regarding electronic books, specifically as compared to those regarding traditionally printed books. This research specifically investigates end-user attitudes towards e-books in the college student population. Results are discussed. 1 CHAPTER 1. INTRODUCTION It's a sunny, hot, August day in Cape Cod. Swimmers are darting in and out of the ocean waters. Frisbees and footballs are flying through the air. All along the shore, beach umbrellas are perched at a 65 degree angle to deflect the mid-afternoon sun. From garishly decorated straw beach bags, sunbathers pull their latest Creighton, King, Steel, Grisham, and Carole-Oates. Book jackets flap in the breeze and fresh paperback bindings crack as readers open their storied adventures. At the center of the tanned and wrinkled fray, a lone sun worshiper reaches into her bag and retrieves a sleek, compact, polychromed electronic device. She switches the device on, presses a few buttons, and within moments she is reading her newest e-book. We have seen the future of book publishing and it comes with a blinking cursor. It's electronic, online, downloadable, and on a screen near you. Who could have imagined that text would be [electronically] transmitted, that books would be posted not printed; that volumes of verbose vernacular could become vagabonds on the vast information super highway. The evolution of the written word continues, taking on new forms, new modes of transmission, and new interfaces. Dissociated from the forms in which we are used to encountering them (books, newspapers, periodicals), texts will henceforth be destined for an electronic existence; composed on the computer or digitized, conveyed by electronic processes, they will reach the reader on screen in a machine-readable form. (Chartier, 1995, p. 13) 2 Our Long Relationship with the Printed Book Book printing began in this country in 1683 in Cambridge, Massachusetts (Blumenthal, 1977). The development and the availability of books in America followed the ascent of skilled artisans into this country. During the two decades following the landing of the Pilgrims, more than ten thousand Puritans settled in the new world. Unlike the adventurers from other nations who came to plunder, these resolute English immigrants came to build. Among them were artisans and farmers, merchants and schoolteachers, doctors and ministers-including more than one hundred graduates of Oxford and Cambridge.
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