The Kindle Comes to College

Amazon Kindle Textbook ebook rentals

Those poor college students. I was visiting a campus at California State University, and the textbook prices at the student bookstore were expensive! One of the textbooks actually cost $138 (new), and while there was a cheaper used edition, it still cost over a hundred dollars!

But here’s the interesting part. The cheapest option — listed on a tag on the bookshelf — was not buying a printed book at all. College students can now rent their texts in ebook format. “They’re cheaper,” a college student behind the cash register explained to me. “But you only get them for a limited period of time.”

Amazon’s trying to help — or at least, to take advantage of the situation. Last week they launched a new service called “Kindle Texbook Rentals,” now promising savings of up to 80% over the cost of a printed text-book. And there’s an additional advantage that Amazon’s technology will make possible. “Normally, when you sell your print textbook at the end of the semester you lose all the margin notes and highlights you made as you were studying,” explained David Limp, vice president of Amazon’s Kindle department. “We’re extending our Whispersync technology so that you get to keep and access all of your notes and highlighted content in the Amazon Cloud, available anytime, anywhere – even after a rental expires!”

Amazon pro-rates the cost of your e-book based on how long you rent it — for a period that can be anywhere from 30 days to 360. “Tens of thousands of textbooks are available for the 2011 school year…” Amazon promised in their press release. And you don’t even need a Kindle in order to access the ebooks. Amazon will also deliver these ebooks to any of the free Kindle apps that are available — which includes Kindle apps for Mac and PC computers, as well as Apple products like the iPad, iPhone, and iPod Touch, and even the Windows Phone, Blackberry, and any Android-powered devices.

“Kindle Rental has the best prices,” concluded a textbook-comparison web site — but there were a couple of catches. First, Amazon only offered 18 of the top 100 college textbooks, according to CampusBooks.com. And even among those 18 textbooks, only five were available for the cheapest rental period. “Renting a Kindle book for the advertised 30-day period yielded the highest savings, often in the double-digits…” the web site explained in their press release, “but only five of 100 titles were available for the month-long range.”

“The other 13 titles available had minimum periods of 60 days, and the savings were less.”

And what happens if you wanted to rent your e-book for more than 60 days? “[I]f students were to rent via Kindle for a whole semester (120 days), only half of the time was Kindle Rental cheaper than buying and selling a used book.” Hopefully Amazon’s selection will grow as more students continue using it, but the ultimate judges will be actual students who are shopping for their college textbooks. On Tuesday CampusRentals.com tracked down an actual college student — a senior at Trinity College in Connecticut — who is currently giving Amazon’s new service a mixed review. “It’ll be great once they get more titles,” he told the web site.

“But for now, I’m stuck with other options.”

Kindle Struggles on College Campuses?

College student cap and gown

Here’s another interesting statistic: 74% of college students still prefer printed books over ebooks.

The National Association of College Stores performed a new study through their “OnCampus Research” division, contacting 627 students during the month of October. 87% of them hadn’t purchased a single ebook within the last three months. And of the ones who did, more than half of them — a whopping 56% — said their main reason was to read material that was required for a course. Plus, the study also found some bad news for the Kindle: 77% of those students who bought an ebook said they read ebooks on their laptop or Netbook. (Followed by another 30% who said they read their ebooks on a desktop computer.)

In fact, only 8% of college students even own a digital reader, according to the study. And when asked, nearly 60% of the remainder said they had no plans to buy one. (Though I guess you could read that as “more than 40% of the students” expected to buy one soon…) “We wanted to cut through all the speculation and put hard numbers to it,” said research manager Elizabeth Riddle. She announced that the college-age students are “definitely a growth opportunity for companies providing digital education products,” adding that the death of the printed book, “at least on campus, has been greatly exaggerated, and that dedicated e-readers have a way to go before they catch on…”

Publisher’s Weekly apparently contacted the authors of the study, since they reported a breakdown of the study’s results in even more detail. It shows that for those students using a dedicated reading device, the second most-popular handheld device is the iPhone, which comes in at 23.9%. But according to their report, the most popular device is still the Kindle, with a 31.4% share, split evenly between the Kindle 3 and the Kindle DX combined. The Nook comes in at 21.6%

In fact, if I’m reading those statistics correctly, there’s been an amazing spike in the popularity of the Kindle. The Kindle 3 has only been on the market for two months, and it’s already claimed as much of the market share as the earlier Kindle DX (which was released more than a year earlier!) Maybe for college students, a lower price brings a huge boost in sales. Or maybe the Kindle has more “buzz” after an extra year on the market.

But this was my favorite line of the study. “A tablet computer, such as an iPad, was the least common reading device used by students, selected by only 4% of respondents.” Out of all the ways to read an ebook, an iPad is one of the most expensive. Maybe college students are passing it over for a stack of used paperback books!

The Kindle vs. the Department of Justice

Department of Justice eagle logo

I was surprised by this headline: “Kindle spurs DOJ to action.” It’s from a student newspaper in Tennessee, highlighting a new drama for the Kindle. There’s been official communications between college campuses and the United States Department of Justice – and the Kindle-using colleges have now started to react.

The federal government’s Civil Rights Division had issued an advisory specifically about “universities using electronic book readers that are not accessible to students who are blind or have low vision.” (The student newspaper cites civil rights investigations which were launched against four colleges, including Arizona State University and Case Western Reserve University.) “We acted swiftly to respond to complaints we received about the use of the Amazon Kindle,” announced an Assistant Attorney General for the Civil Rights Division. Though the Kindle DX has a text-to-speech function, the Civil Rights Division noted it didn’t work for the menus or navigation controls.

The four targeted universities agreed “not to purchase, recommend, or promote use of this or other electronic book readers unless the devices are fully accessible…or the universities provide a reasonable modification…” And then the Department of Education’s Assistant Secretary for Civil Rights co-authored a letter to college presidents across America, also asking them to “voluntarily ensure that their schools refrain from requiring the use of any devices that are not accessible to students who are blind or have low vision.” But what’s ironic about this is some universities may not even want the Kindle. MIT’s technology blog argued Tuesday that “formal trials of the Kindle as a textbook replacement led universities like Princeton and Arizona State University to reject it as inadequate.”

I knew that Arizona halted their Kindle experiment over concerns about its accessbility to the blind. But what happened in the Kindle experiments at Princeton? Fortunately, MIT’s blog had linked to an article which led to a February report from Princeton’s student newspaper which answered my question. “Students and faculty participating in the program said it was difficult to highlight and annotate PDF files and to use the folder structure intended to organize documents… The inability to quickly navigate between documents and view two or more documents at the same time also frustrated users.”

There’s lots of talk about the Kindle in education, but it was fun to hear feedback from actual students. One sophomore had initially been enthusiastic about the program, but reported that “it’s not very helpful in page-turning or note taking, and the annotation software is very poor.” A senior agreed that it was difficult to annotate text, and also had another complaint about the absence of physical pages. “Because there are no page numbers, I also had no conception of how much reading I had to do.” And of course, it was hard to synchronize class discussions when some students were using page numbers, and others were using locations.

I pored over the article carefully, because it seemed like it held clues to the future of the Kindle, but even some of the professors seemed unhappy. An international affairs professor complained that he’d wanted his students to study their texts carefully, ideally by highlighting lots of passages, and he felt that with the Kindle “the annotation function is difficult to use, and the keyboard is very small.” Another professor argued his class included “very traditional reading,” and he felt it was a good match for the Kindle – though he did worry it would make it harder to refer to the readings during class. But on the positive side, one classics professor suggested it was “a great advantage to always have all the texts available without carrying too much around.”

And at least one student felt the Kindle was helpful when writing papers, because highlighted text could be downloaded onto his computer, and then cut-and-pasted directly into his term papers! But almost two-thirds of the study’s participants said they wouldn’t even buy a new reader if they broke the one they’d been given during the study. “But nearly all reported that they would follow the technology’s progress,” the newspaper concluded, and this is my favorite part of the study. “The 53 students who participated in the pilot program were allowed to keep their Kindles after the courses ended.”

Meanwhile, Amazon’s newest Kindles are now finally fully accessible to the blind, according to a history of the controversy in The Washington Examiner. (“While the Justice Department was making demands, and Perez was making speeches, the market was working.”) And back at the Middle Tennessee State University, the director of Disabled Student Services gave their campus a thumbs up for their Kindle policy — mainly because none of the professors were using them yet. “As far as he knows…there aren’t any courses that require students to use electronic readers at MTSU, which has the largest population of students with disabilities in the Southeast.”

“I’ve seen students using them,” noted the adaptive technology coordinator, “but I don’t think they’re part of their curriculum…”