The digital revolution is having its first and greatest impact on the younger generations. Whether it’s mobile apps, hyper-texting, online gaming, or keeping up on the news without the benefit of the daily paper, they’re the ones most on the cutting edge.
So it might be somewhat surprising to read the results of a survey of college kids about how they prefer to access their textbook information. I’ve blogged before about the racket that is college textbook publishing – a rip-off if ever there was one. So one would think that college students (and their parents if they foot the bill) would be very keen on any advancements that begin to render expensive textbooks obsolete.
But according to a survey conducted in mid-2010 by OnCampus Research, a division of the National Association of College Stores, only 13% of college students had purchased an electronic book of any kind during the previous semester.
And of that percentage, ~56% revealed that the prime mover of their e-book purchase was because it was required course material for class, not because they chose an available e-version over a printed version of the textbook.
What’s more, nearly three-fourths of the students in this survey stated that they prefer printed textbooks over digital versions.
And when it comes to what devices people are using to view their e-books, most are accessing the contents on laptop computers rather than newer devices that have hit the streets in recent times:
Prefer reading e-books on a laptop computer: ~77%
Prefer reading on a desktop computer: ~30%
Prefer reading on a smartphone: ~19%
Prefer reading on a Kindle or similar e-reader device: ~19%
Prefer reading on an iPad or similar device: ~4%
Laura Cozart, a manager at OnCampus Research, had this to say about the survey results: “The findings of the report are not surprising. Every new innovation takes time before the mainstream population embraces it.”
Reflecting the current situation, of the NACS member stores that offer digital content, e-books comprise only ~3% of course material sales. But NACS is expecting that percentage to rise to 10% or 15% by 2012.
But the impetus behind that anticipated increase is expected to come from faculty members as they get more familiar and comfortable with the interactive possibilities to enhance their classroom instruction — rather than from those oh-so 21st Century students.
It wouldn’t be the first time the “leading edge” meets the “back edge” going around the other side.