The eBooks market in Ghana has been experiencing significant growth in recent years, driven by changing customer preferences, technological advancements, and local special circumstances. Customer preferences in Ghana have shifted towards digital content consumption, including eBooks. With the increasing penetration of smartphones and internet connectivity, more Ghanaians are opting for digital reading materials. This trend is further fueled by the convenience and affordability of eBooks, as they can be easily accessed and downloaded from online platforms. Additionally, the ability to carry multiple books in a single device appeals to readers who are always on-the-go. Trends in the market indicate a growing demand for eBooks in Ghana. The availability of a wide range of genres and titles in digital format has attracted a diverse group of readers, including students, professionals, and leisure readers. Educational eBooks are particularly popular among students, as they offer interactive features and multimedia content that enhance the learning experience. Moreover, the rise of self-publishing platforms has empowered local authors to distribute their works digitally, contributing to the expansion of the eBook market. Local special circumstances in Ghana have also played a role in the development of the eBooks market. Ghana has a relatively young population, with a significant proportion of the population below the age of 35. This demographic is more tech-savvy and comfortable with digital devices, making them more inclined to embrace eBooks as a preferred reading medium. Furthermore, the high cost of printed books and limited availability in certain regions make eBooks a more accessible and affordable option for many Ghanaians. Underlying macroeconomic factors have also contributed to the growth of the eBooks market in Ghana. The country has experienced steady economic growth in recent years, leading to an increase in disposable income and purchasing power. This has allowed more Ghanaians to invest in smartphones and other digital devices, creating a larger potential market for eBooks. Additionally, the government's efforts to improve internet infrastructure and promote digital literacy have further facilitated the adoption of eBooks in the country. In conclusion, the eBooks market in Ghana is experiencing significant growth due to evolving customer preferences, technological advancements, local special circumstances, and underlying macroeconomic factors. As more Ghanaians embrace digital content consumption and the availability of eBooks expands, the market is expected to continue its upward trajectory in the coming years.
Data coverage:
The data encompasses B2C enterprises. Figures are based on the Books market, which covers paid publications in printed form and in the form of digital replicas (eBooks). Revenues from the consumer (of general interest), academic (for educational purposes), and professional (on specialized topics) markets are included here. All monetary figures refer to consumer spending on digital goods or subscriptions in the respective market. This spending factors in discounts, margins, and taxes.Modeling approach / market size:
The market size is determined through a bottom-up approach. We use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Consumer Insights), as well as performance factors (e.g., user penetration, price per product, usage) to analyze the markets. To estimate the market size for each country individually, we use relevant key market indicators and data from country-specific industry associations, such as various macroeconomic indicators, historical developments, current trends, and reported performance indicators of key market players. In particular, we consider average prices and annual purchase frequencies.Forecasts:
We apply a variety of forecasting techniques, depending on the behavior of the relevant market. For instance, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, and 4G coverage.Additional notes:
The data is modeled using current exchange rates. The market is updated twice a year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The data is modeled using current exchange rates. The impact of the COVID-19 pandemic and the Russia-Ukraine war are considered at a country-specific level. The market is updated twice a year. In some cases, the data is updated on an ad hoc basis (e.g., when new, relevant data has been released or significant changes within the market have an impact on the projected development). Consumer Insights data is reweighted for representativeness.
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