For Immediate Release: October 29, 2009

Contact: Nicole Allen, 617-747-4409, nicole@studentpirgs.org

NEW REPORT SUGGESTS TECHNOLOGY COULD REVERSE SKYROCKETING TEXTBOOK PRICES

As Costs Continue to Mount, Alternatives to Print Books Could Force Prices Down

BOSTON - New products, such as the Kindle and iPhone, have the potential to drive textbook costs down dramatically, according to new data released today by the Student Public Interest Research Groups (PIRGs).  The survey of 1,133 students from 17 colleges looked at student attitudes toward various textbook formats.  The findings suggest that there is substantial student demand for new ways to experience textbooks, and that new competition in the marketplace could drive prices down.

“Students are ready to explore new options for reading their textbooks,” said Nicole Allen, Textbooks Advocate for the Student PIRGs.  “Even though most students aren’t ready to toss their printed books, the thought of alternatives is very appealing.  If more affordable, competitive options enter the marketplace, it could mean much needed relief for cash-strapped students.”

Key findings of the study, which is entitled High Tech Textbooks: A Snapshot of Student Opinions, include:

Kindle, e-readers attractive, except for concerns about cost.

• 40% of the students who were at least “somewhat familiar” with e-readers said that they were “likely” or “very likely” to switch from print textbooks to e-readers, based on what they knew.

• In follow-up focus groups, students generally became less interested in switching to e-readers upon learning the cost of common e-readers.

iPod, iPhone textbooks would be convenient.

• More than a third (38%) of the students said that they would use a textbook on their iPod, iPhone, or similar device “frequently” or “all the time,” if the option was available.

• 77% of the students said that they would use it at least “a few times.”

Print is still preferred over digital, but students like both 

• 70% said they prefer to read textbooks in print rather than on a computer if cost is not a factor.

• 30% of the students said that they would pay extra to have both print and digital versions of their textbooks.

Overall, the survey findings seem to indicate that students have diverse preferences, which suggests that the solution will not be one size fits all.  The study concludes that the key is to encourage a marketplace where students can choose from a variety of competing options, including e-readers, iPhones and print textbooks.  The study ends with the sobering conclusion that high tech devices only represent half of the equation, since students must be able to acquire their textbook content affordably for technology to be a solution. 

To download the full report, visit: http://www.studentpirgs.org/textbooks/research

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The Student PIRGs is a national network of independent, state-based student organizations that fight for the public interest.  www.studentpirgs.org