“To develop a global strategy is a vital move for indies if they want a profitable future. With the media so globalized, and readers all over the world able to find and buy books online, independent publishers can be ‘much more confident and active’ in global markets.” ~Sandy Grant, CEO of Hardie Grant Publishing
Sandy Grant is right. To maximize sales and profits, publishers and independent authors should move to the global market.
A new Pew study backs up this strategy. The study found that Internet use in emerging and developing countries is highest among younger, more affluent, better educated users who read English. The study also found that people who read or speak English are more likely to access the Internet overall (irregardless of other factors). This is significant for English-language book publishers. English-speaking people around the world are the most likely to use the Internet. This means that these people are also more likely to purchase ebooks.
eBook subscription services are aware of the profit potential in global access. Oyster is already beginning to expand internationally and Bookmate (a Russian-based digital subscription reading service) has launched its service in Singapore.
The Pew study found that Chile, Venezuela, Russia, and China have Internet access rates higher than 60%, with the United States having an Internet access rate of 87%. Many developing countries rates are still under 50%.
The study noted that once online, Internet users in emerging and developing nations have embraced socializing as their most preferred type of digital activity—with most saying they stay in touch with friends and family online. Many also use cyberspace for getting information about politics, health care and government services. Less common are commercial and career activities, such as searching or applying for a job, making or receiving payments, buying products and taking online classes.
So, while Internet access and activity is increasing around the world, buying products (including books) online is still lagging. However, as Internet activity continues to increase, buying of ebooks will also increase. Making your books available worldwide may not reap immediate profits, but the global strategy is one that will need to be embraced as we move into the future.