E-reader sales will reach 6.6 million units in 2010, up 79.8% from 2009 sales of 3.6 million, according to Gartner, while in 2011, sales are projected to surpass 11 million, a 68.3% increase from 2010, it said.
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The e-reader market has grown dramatically during the past two years, driven by sales of Amazon's e-readers, primarily in North America. This is the dominant region for e-reader sales, and we predict that it will account for sales of just over four million units in 2010, said Hugues De La Vergne, principal research analyst at Gartner.
Growth in North American and other markets will remain constrained by the success of media tablets, such as the Apple iPad, he added.
"E-reader suppliers will need to offer lower prices than for more fully-featured media tablets. We think few end users will buy both an e-reader and a media tablet, so it is important that e-readers retain a price advantage," said Allen Weiner, research vice-president at Gartner.
New competitors are also likely to enter the market, with large consumer electronics and PC firms such as HP and Dell already gearing up to offer connected consumer devices, Gartner reported.