eBook Reader Shipments Fall Far Short of Expectations

The eBook reader market expanded by 1.35 million units in the second quarter of 2010, and while that might sound like an impressive amount of mobile readers for such a short time span, it’s 33.2 percent less than the 2.02 million analysts were expecting, says Digitimes Research.

Digitimes blames the slump in shipments to customers holding out for new models, many of which ended up delayed until the third quarter. One new model that was just announced is Amazon’s third-generation Kindle with a 21 percent smaller frame and same 6-inch reading area.

But buyers waiting for the latest and greatest isn’t the only reason more eBook readers didn’t ship out, Digitimes says.

“Two other factors also prevented shipments from reaching the target. Telecom carrier China Mobile Communications’ subsidized sales of eBook readers were weaker-than-expected in the China market, and volume shipments of SiPix’s e-paper solutions were delayed,” Digitimes Research explains.

Taking the lead in the second quarter was Barnes & Noble with a 33 percent share of the market, followed by Amazon with 27 percent.

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