Since their first appearance in 2007, ereaders have experienced much
higher growth in North America than in EMEA, mainly as a result of the
rapid uptake of Amazon Kindle devices by consumers in the U.S. However,
as many European markets experience double-digit growth rates, the EMEA
region is now set to expand, roughly matching the size of the North
American market by 2015. Many factors are contributing to this growing
trend. Firstly, e-ink technology and long-lasting battery charge have
proven to offer an appealing reading experience for avid readers in
EMEA, which justifies the purchase of a specialized reading device
instead of an LCD multifunctional device such as a media tablet.