According to Kyobo's analysis of demographics of e-book purchasers, the people in their 30s accounted for 37.6 percent of the total book buying. The demand for e-books by the people in their 30s is increasing as an increasing number of white collar workers are reading e-books using their smartphones during their commute to and from work.
Unlike the share of the people in their 20s which has been in decline, the shares of those in their 40s and 50s are growing, reaching 32.6 percent and 10.2 percent, respectively.
Along with the popularization of smartphone devices, the middle-aged people started using smart devices for various purposes, while gradually adapting to the environment of reading e-books using smart devices such as tablet computers and eBook readers.