IDC reports EMEA ereader shippings total over 1.9m units in 2010, most of which in W. European markets-- just over 15% of the WW market.

However the analyst predicts EMEA sales will reach 9.6m units by 2015, growing by a total CAGR of 37.9% and roughly matching the US market's size.

Since their entering the market in 2007 ereaders grew much faster in the US than EMEA, mostly thanks to the Amazon Kindle's rapid uptake in that market.

The IDC attributes this growth to ereaders' combination of e-ink screens and long-lasting batteries, which provides customers both an appealing alternative to actual books and justification to the purchase of such devices over a LCD-screened tablet.

Lower prices also aid in saving the ereader market from cannibalisation-- while aiding their conversion from "trendy gadgets" to accessible commodity goods. A number of European libraries, universities and schools are also implementing ereaders as additional consultation tools for students and users.

One factor limiting ereader growth in Europe is language-- the availability of ebooks in languages other than English remains relatively limited. Thus it comes to no surprise that the UK leads in ereader shipments, with Germany and France following behind. IDC says that however a majority of Continental European publishers are gearing put to offer ebooks in local languages.

Amazon leads in the ereader vendor stakes, taking over 35% of EMEA market share in 2010. Sony also has a strong presence, through a solid go-to-market strategy and support amongst almost all publishers for its epub ebook format. Once the likes of Asus and Acer enter the market, competition will only serve to cheapen prices and thus push the market further.

Go EMEA Market for eReaders Expected to Match US Market by 2015