Over half of all ebooks purchased are fiction, according to the recently released Bowker "2010-2011 U.S. Book Consumer Demographics & Buying Behaviors Annual Review". Their survey of 40,000 book buyers reveals that fiction ebook sales account for 61% by unit and 51% by dollars. The other (various non-fiction and children's) genres measured ranged from 3% to 14% market share each.
Online retailers of books accounted for 30% of all sales in 2010, with the major bookstore chains captured 29%. It was clear that consumers buy both ebooks and print books more from online retailers. Amazon and Barnes&Noble tied as the U.S.'s largest volume booksellers in 2010.