Extract from Just Publishing Advice
Self-publishing is more than Amazon and Kindle
With the well-known dominance of Amazon and Kindle in the ebook market, and particularly in its almost ever present social media mentions, there is a natural assumption that this is a worldwide phenomenon and that ergo, ebooks and self-publishing must equal Kindle. However, in my judgement, this is simply not true.
The popularity of the Kindle as a reading device is predominantly in the United States. Where I live in Europe, and I have heard the same from some of my UK friends, the Kindle is an infrequently seen device. Amongst my friends and family, both in Switzerland and Australia, not a single person I know owns a Kindle. While waiting in airports in Europe, I have hardly ever seen anyone reading with a Kindle.
On the occasions I have shown my Kindle to my French speaking friends, they usually have the same reaction. Total disinterest. Their reasons are quite logical though. Firstly, there is still a preference for books in Europe, so ebooks are struggling for acceptance. Secondly though is that they think the Kindle, in any of its forms, looks and feels cheap and it doesn’t do much.