When I traveled to eastern Ukraine for work a couple years ago, what surprised me the most about the culture was the ubiquitous use of ebook readers. It seemed

When I traveled to eastern Ukraine for work a couple years ago, what surprised me the most about the culture was the ubiquitous use of ebook readers. It seemed like everyone had one. When I asked a Ukrainian colleague why they were so popular, he said it simple: ebooks are cheap/free and easy to find, and print books are expensive and require effort to obtain. One of the biggest points of friction to consuming content is discovery and paying for it. I think when it's easier to find ebooks and cheaper to purchase them, adoption will really accelerate. Until then, there isn't much compelling reason to switch.