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Mark CokerFounder, SmashwordsLike3Where Do eBook Buyers Live? Alaska Tops Per Capita ListPosted: 03/30/11 06:53 AM ET React
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Have you ever wondered where the most voracious ebook readers live?
I wondered, so I crunched Smashwords ebook sales data from Barnes & Noble for the three month period beginning December 2010 through March 2011. Some of the numbers are surprising (see the last section of the post for my methodology).
So here's the first set of data, where I look at which states generate the highest (and lowest) overall sales. Obviously, the states with the largest populations are likely to purchase the most ebooks.
US States, Ranked by Aggregate Ebook PurchasesSource: Smashwords data
Rank State Percentage of US Ebook Sales
1 TX 8.57% 2 CA 7.99% 3 NY 5.99% 4 FL 5.93% 5 PA 4.13% 6 IL 3.90% 7 VA 3.62% 8 NC 3.36% 9 OH 3.16% 10 MI 3.12% 11 GA 2.88% 12 WA 2.81% 13 NJ 2.77% 14 IN 2.46% 15 MO 2.40% 16 AZ 2.26% 17 CO 2.09% 18 MN 2.07% 19 MA 2.04% 20 WI 1.91% 21 MD 1.91% 22 SC 1.78% 23 TN 1.63% 24 LA 1.52% 25 AL 1.45% 26 UT 1.44% 27 OK 1.38% 28 OR 1.35% 29 IA 1.33% 30 KY 1.31% 31 CT 1.13% 32 KS 1.09% 33 AR 0.98% 34 NV 0.83% 35 MS 0.72% 36 AK 0.66% 37 NE 0.66% 38 ID 0.65% 39 NM 0.65% 40 NH 0.61% 41 ND 0.48% 42 WV 0.45% 43 MT 0.42% 44 RI 0.37% 45 HI 0.32% 46 ME 0.32% 46 SD 0.29% 48 DE 0.29% 49 WY 0.26% 50 VT 0.20% 51 DC 0.09%
Now here's where it gets really interesting. Let's look at per capita consumption. Take a look at the Ebook Per Capita Sales Ratio column. This is how each state stacks up against the others, adjusted for population. Alaska, which ranks #47 in terms of overall population, ranks #1 for per capita ebook purchases measured by dollar volume.
With a score of 2.92, this means they purchase 292% of the per capita than the average state, or almost triple the national average. A score of 100% means average, 200% means double the average, etc. So as you see, Alaska, North Dakota and Utah round out the top three, and Mississippi, California and the District of Columbia round out the bottom three.
Per Capita Ebook ConsumptionSource: Smashwords data
Rank State Ebook Per Capita Sales Ratio % of US Ebook Sales State Pop US Pop % US Pop 1 AK 2.92 0.66% 698,473 307,006,550 0.23% 2 ND 2.29 0.48% 646,844 307,006,550 0.21% 3 UT 1.58 1.44% 2,784,572 307,006,550 0.91% 4 WY 1.44 0.26% 544,270 307,006,550 0.18% 5 VA 1.41 3.62% 7,882,590 307,006,550 2.57% 6 NH 1.41 0.61% 1,324,575 307,006,550 0.43% 7 IA 1.36 1.33% 3,007,856 307,006,550 0.98% 8 MT 1.32 0.42% 974,989 307,006,550 0.32% 9 ID 1.30 0.65% 1,545,801 307,006,550 0.50% 10 WA 1.29 2.81% 6,664,195 307,006,550 2.17% 11 CO 1.28 2.09% 5,024,748 307,006,550 1.64% 12 MO 1.23 2.40% 5,987,580 307,006,550 1.95% 13 MN 1.20 2.07% 5,266,214 307,006,550 1.72% 14 SC 1.20 1.78% 4,561,242 307,006,550 1.49% 15 KS 1.18 1.09% 2,818,747 307,006,550 0.92% 16 IN 1.18 2.46% 6,423,113 307,006,550 2.09% 17 OK 1.15 1.38% 3,687,050 307,006,550 1.20% 18 NE 1.12 0.66% 1,796,619 307,006,550 0.59% 19 SD 1.10 0.29% 812,383 307,006,550 0.26% 20 NC 1.10 3.36% 9,380,884 307,006,550 3.06% 21 OR 1.08 1.35% 3,825,657 307,006,550 1.25% 22 RI 1.07 0.37% 1,053,209 307,006,550 0.34% 23 TX 1.06 8.57% 24,782,302 307,006,550 8.07% 24 AZ 1.05 2.26% 6,595,778 307,006,550 2.15% 25 AR 1.04 0.98% 2,889,450 307,006,550 0.94% 26 WI 1.04 1.91% 5,654,774 307,006,550 1.84% 27 LA 1.04 1.52% 4,492,076 307,006,550 1.46% 28 MD 1.03 1.91% 5,699,478 307,006,550 1.86% 29 PA 1.01 4.13% 12,604,767 307,006,550 4.11% 30 VT 1.00 0.20% 621,760 307,006,550 0.20% 31 DE 0.99 0.29% 885,122 307,006,550 0.29% 32 CT 0.99 1.13% 3,518,288 307,006,550 1.15% 33 NM 0.99 0.65% 2,009,671 307,006,550 0.65% 34 FL 0.98 5.93% 18,537,969 307,006,550 6.04% 35 NJ 0.98 2.77% 8,707,739 307,006,550 2.84% 36 NV 0.96 0.83% 2,643,085 307,006,550 0.86% 37 MI 0.96 3.12% 9,969,727 307,006,550 3.25% 38 MA 0.95 2.04% 6,593,587 307,006,550 2.15% 39 AL 0.94 1.45% 4,708,708 307,006,550 1.53% 40 NY 0.94 5.99% 19,541,453 307,006,550 6.37% 41 KY 0.93 1.31% 4,314,113 307,006,550 1.41% 42 IL 0.93 3.90% 12,910,409 307,006,550 4.21% 43 GA 0.90 2.88% 9,829,211 307,006,550 3.20% 44 OH 0.84 3.16% 11,542,645 307,006,550 3.76% 45 TN 0.80 1.63% 6,296,254 307,006,550 2.05% 46 HI 0.77 0.32% 1,295,178 307,006,550 0.42% 46 WV 0.76 0.45% 1,819,777 307,006,550 0.59% 48 ME 0.75 0.32% 1,318,301 307,006,550 0.43% 49 MS 0.75 0.72% 2,951,996 307,006,550 0.96% 50 CA 0.66 7.99% 36,961,664 307,006,550 12.04% 51 DC 0.46 0.09% 599,657 307,006,550 0.20%
Methodology: Here's how I pulled together the numbers above. My company Smashwords is an ebook distributor. We distribute over 20,000 titles to Barnes & Noble. They report to us a breakdown of sales by state. I summed up all Smashwords sales, broken down by state, from Barnes & Noble for the three month period of December, 2010 through February, 2011. Next, I divided each state's sales by the sum of the total to determine the percentage of all ebooks sales from each state. Then I added US population data from the latest US census. Next, I determined what percent of the US population lives in each state. Finally, to determine the how states rank against each other on ebook sales, I normalized the data on a per capita basis. I did this by dividing each state's percentage of overall sales they represent by the percentage of the US population they represent. Dizzy yet? This gave me the final, coolest numbers of them all, the normalized measure of per capita ebook consumption for each state that you see above.
Poking holes in my data: This data only looks at sales through Barnes & Noble. It doesn't take into account the geographic distribution of B&N's physical stores (this might impact where they've sold nooks, which would then impact customer counts). It doesn't take into consideration B&N's market share in each state. It doesn't take into consideration the age, sex, per capita income levels or language breakdowns of each state's population, or the penetration of broadband or dial-up access. I don't disclose the unit sales represented by these three months of sales, or the aggregate sales value (though I can tell you it's a statistically significant number). Since the average price of a Smashwords ebook is under $4.99, this data may not accurately represent the geographic sales behavior of higher priced books.
I published my raw data online over at Slideshare, where you can access it as as spreadsheet. I invite the true statisticians among you to download my numbers as a starting point for further number crunching. For example, the US Census Data page, where I gathered the population data, has other interesting data sets you can throw against my data, such as median household income, age of population (under 18, over 65), college education, home ownership rates, etc., so I encourage others to mine the data for more meaning. All I ask is that you reference Smashwords as the source of the data and link back to this post at HuffPost. Add links to your findings in the comments below so others can benefit from your findings.
Any idea why Alaska, North Dakota and Utah are more into ebooks than Washington, DC, California and Mississippi? Share your thoughts below.
Boob Tubeby Mark Coker, Lesleyann Coker ? ?
Follow Mark Coker on Twitter:www.twitter.com/markcoker
Book PublishingeBookseReadersHave you ever wondered where the most voracious ebook readers live?I wondered, so I crunched Smashwords ebook sales data from Barnes & Noble for the three month period beginning December 2010 throug...Have you ever wondered where the most voracious ebook readers live?I wondered, so I crunched Smashwords ebook sales data from Barnes & Noble for the three month period beginning December 2010 throug... Related News On Huffington Post: ?Nickelodeon to Release eBooks for Barnes & Noble NookColor, NookKids Sessilee Lopez's Mom Writes Tell-All Book, 'Making A Supermodel' World's First Airport eBook Library Opens In Taiwan Taoyuan International Airport Self-Publishing: Barry Eisler And JA Konrath On Why Big Authors Walk Away From Big Deals
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Post to Facebook.Post to Blogger.Post to Twitter.Post to WordPress.Post to TypePad.Post to Tumblr.Post to Yahoo! View All Favorites Recency ?|? Popularity Page:?1?2?3?Next???Last????(3?total) HUFFPOST SUPER USER p c r ? 10 minutes ago (11:17 PM) 812 Fans I was a book collector all of my life, even as a toddler a had stacks. Unfortunat-ely, moving from place to place as a travel nurse made my library difficult. I got hooked on audiobooks-. Now I multitask, cross-stit-iching, crocheting or driving while I listen. E-books are a possibilit-y, but my I-Pod and I are good friends now. p_c_r: I was a book collector all of my life, even http://www.huffingtonpost.com/social/p_c_r/where-ebook-buyers-live_b_842323_82791637.html Permalink ?| Share it deepintheheartoftejas ? 4 hours ago (7:24 PM) 128 Fans Alaska hardly seems surprising-. Shipping prices for physical books can be high. Ebooks make a lot of financial sense. deepintheheartoftejas: Alaska hardly seems surprising. Shipping prices for physical books can http://www.huffingtonpost.com/social/deepintheheartoftejas/where-ebook-buyers-live_b_842323_82766448.html Permalink ?| Share it magree ? 7 hours ago (4:30 PM) 3 Fans As a DC resident, I can poke holes in the data as stated. Although there are Barnes and Nobles stores in DC, most residents shop in VA or MD. I also think that other E-readers like Amazon's Kindle and Sony's Reader should have been included. magree: As a DC resident, I can poke holes in the http://www.huffingtonpost.com/social/magree/where-ebook-buyers-live_b_842323_82743386.html Permalink ?| Share it zdeedle ? 12 hours ago (11:19 AM) 480 Fans to use an eBook reader, you need an internet connection and probably some common interactio-n with computers, right? i mean, my in-laws use a computer, but only a few times a week. my own parents even less, and they don't have internet where they live. so this is also indicative of internet/w-eb infrastruc-ture, right? zdeedle: to use an eBook reader, you need an internet connection http://www.huffingtonpost.com/social/zdeedle/where-ebook-buyers-live_b_842323_82700665.html Permalink ?| Share it
HUFFPOST SUPER USER 52tucker ? 13 hours ago (10:48 AM) 301 Fans Follow I'd like to see the data from Amazon, as they've not only been in the game longer but it seems most Nooks are sold at the Barnes and Noble brick-and--mortar stores, rather than online as most Amazon Kindles are. Interestin-g story though! 52tucker: I'd like to see the data from Amazon, as they've http://www.huffingtonpost.com/social/52tucker/where-ebook-buyers-live_b_842323_82697293.html Permalink ?| Share it
shespeaks ? 13 hours ago (10:38 AM) 98 Fans Why would this be a big question. ..The population is more spread out with less access to book stores. shespeaks: Why would this be a big question. ..The population is http://www.huffingtonpost.com/social/shespeaks/where-ebook-buyers-live_b_842323_82696227.html Permalink ?| Share it stampy420 ? 13 hours ago (10:00 AM) 45 Fans love my Kindle!some folks say they want the smell, the feel of a book.
I'm done- gave away all my books except those from micro publishers that will never be e-book-ed! stampy420: love my Kindle! some folks say they want the smell, http://www.huffingtonpost.com/social/stampy420/where-ebook-buyers-live_b_842323_82692530.html Permalink ?| Share it
HUFFPOST SUPER USER 52tucker ? 13 hours ago (10:49 AM) 301 Fans Follow I love my Kindle too, and still purchase a lot of books as well. I used to buy a lot of used books and collect discards from libraries as well. One thing I know I don't miss is the smell of some of those books. Gross. 52tucker: I love my Kindle too, and still purchase a lot http://www.huffingtonpost.com/social/52tucker/where-ebook-buyers-live_b_842323_82697455.html Permalink ?| Share it kresenda ? 14 hours ago (9:54 AM) 10 Fans When you share this, HP made an oops... AK = Alaska, not Arkansas. :P kresenda: When you share this, HP made an oops... AK = http://www.huffingtonpost.com/social/kresenda/where-ebook-buyers-live_b_842323_82691958.html Permalink ?| Share it Annieke ? 20 hours ago (3:23 AM) 138 Fans Utah; is the bible already available as e-book? Annieke: Utah; is the bible already available as e-book? http://www.huffingtonpost.com/social/Annieke/where-ebook-buyers-live_b_842323_82678145.html Permalink ?| Share it Gelfling ? 14 hours ago (9:40 AM) 194 Fans Book of Mormon. : ) Gelfling: Book of Mormon. : ) http://www.huffingtonpost.com/social/Gelfling/where-ebook-buyers-live_b_842323_82690810.html Permalink ?| Share it mlaiuppa ? 22 hours ago (1:56 AM) 352 Fans I would suggest adding the amazon Kindle. mlaiuppa: I would suggest adding the amazon Kindle. http://www.huffingtonpost.com/social/mlaiuppa/where-ebook-buyers-live_b_842323_82675062.html Permalink ?| Share it garystartswithg ? 22 hours ago (1:30 AM) 403 Fans Most people still prefer hard copy books, my assumption would be where they aren't available is where ebooks thrive most, and when you look at the % of population actually doing the ebook thing odds are better you have a rare disease. my second assumption would be ebook readers are either young or old -- big print and indie press. garystartswithg: Most people still prefer hard copy books, my assumption would http://www.huffingtonpost.com/social/garystartswithg/where-ebook-buyers-live_b_842323_82673863.html Permalink ?| Share it
HUFFPOST BLOGGER Lev Raphael ? 16 hours ago (7:34 AM) 227 Fans Follow I'm middle-age-d and as an author doing research on more than one project, even though I'm ten minutes away from a large university library and a B&N, I find ebooks particular-ly appealing for when I need the info right away--or feel that I do. hp_blogger_Lev Raphael: I'm middle-aged and as an author doing research on more http://www.huffingtonpost.com/social/hp_blogger_Lev Raphael/where-ebook-buyers-live_b_842323_82683775.html Permalink ?| Share it garystartswithg ? 14 hours ago (9:48 AM) 403 Fans researchin-g from home is always a good thing. i used to work at university libraries and their budgets are disasters. there might be some salvation for them with ebooks. I still prefer a book for reading on a train, etc. I think the ebook thing is going to be a long slow process -- kids will use them for self-publi-shed vampire novels and won't stop there.I am kind of amazed newspapers are still in print still -- I thought those would be gone by now. garystartswithg: researching from home is always a good thing. i used http://www.huffingtonpost.com/social/garystartswithg/where-ebook-buyers-live_b_842323_82691447.html Permalink ?| Share it There are More Comments on this Thread. Click Here To See them All
HUFFPOST SUPER USER ChelleAgain ? 5 hours ago (6:49 PM) 350 Fans Follow I live in a place with a small bookstore and and a used book store and no large chain bookstore for a couple hours and so I, on the surface, feed into what you're saying since I have a Kindle. However, Amazon is the great equalizer -- I get free 2 day shipping and so I could buy print to my heart's content from them, but I don't. For great bargains, I could use their free shipping and "fulfilled by Amazon," to shop used books for a song. But I don't. I'm also smack in the middle between young and old. I simply, legitimate-ly, prefer ebooks now. I'm not alone. ChelleAgain: I live in a place with a small bookstore and http://www.huffingtonpost.com/social/ChelleAgain/where-ebook-buyers-live_b_842323_82762275.html Permalink ?| Share it c-tom ? 22 hours ago (1:27 AM) 77 Fans The missing stats are bookstores per square mile and bookstores per capita. I would expect the fewer bookstores and the further you need to travel to get to one would cause an increase in the sale of e-books. c-tom: The missing stats are bookstores per square mile and bookstores http://www.huffingtonpost.com/social/c-tom/where-ebook-buyers-live_b_842323_82673699.html Permalink ?| Share it tploomis ? 23 hours ago (12:16 AM) 79 Fans I'm not surprised Hawaii is ranked 46. An astounding number of Hawaii residents don't know how to read, thanks to the pathetic public school system in this state. tploomis: I'm not surprised Hawaii is ranked 46. An astounding number http://www.huffingtonpost.com/social/tploomis/where-ebook-buyers-live_b_842323_82669370.html Permalink ?| Share it
deans2cents ? 10:46 PM on 3/30/2011 70 Fans Follow I suppose this explains why kindle and other e readers seem to offer many free harlequin romances and other nonsensica-l dime store novels as literary art forms.....-.whereas quality wriiten books and non fiction is still not as plentiful. deans2cents: I suppose this explains why kindle and other e readers http://www.huffingtonpost.com/social/deans2cents/where-ebook-buyers-live_b_842323_82661392.html Permalink ?| Share it HUFFPOST SUPER USER ChelleAgain ? 5 hours ago (6:53 PM) 350 Fans Follow The reason why there are a lot of free Harlequins is simply because they, as a publisher, offer them. Any publisher could do it and all the freebie list tells you is which pub did. Clan of the Cave Bears was briefly free, probably in order to build the hype for the new Jean Auel. ChelleAgain: The reason why there are a lot of free Harlequins http://www.huffingtonpost.com/social/ChelleAgain/where-ebook-buyers-live_b_842323_82762740.html Permalink ?| Share it HUFFPOST SUPER USER Bruce Forbes ? 2 hours ago (9:27 PM) 78 Fans I bought all of D.H. Lawrence's novels for 99 cents for my kinds. Same of all of the works by all the Brontes. And those are just two examples. You can read for six months on $10. Bruce_Forbes: I bought all of D.H. Lawrence's novels for 99 cents http://www.huffingtonpost.com/social/Bruce_Forbes/where-ebook-buyers-live_b_842323_82780528.html Permalink ?| Share it Matt Weaver ? 09:01 PM on 3/30/2011 7 Fans Come on. This data is not representa-tive of anything. It's a state-by-s-tate breakdown of one publisher'-s sales through one channel. Matt_Weaver: Come on. This data is not representative of anything. It's http://www.huffingtonpost.com/social/Matt_Weaver/where-ebook-buyers-live_b_842323_82650894.html Permalink ?| Share it ? ? Page:?1?2?3?Next???Last????(3?total) new comment(s) on this entry — Click to refresh
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HOT ON TWITTER2RgnQXLokElFimSGDV8i8f8ym0hHXTufiJKomeBLqmM3QvAVQ0trgDrc%2BaNUFZ3B1 of 2 RT @tweetminster Coalition airstrike on the outskirts of Brega hits a group of rebels killing at least 10 of them http://huff.to/igZn3l - Reuters #Libya 
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