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…