(This is a 366 per cent increase on 2010. Around 1 in 40 UK adults received a Kindle for Christmas, and retailer John Lewis said that at one point during the festive season they were selling a Kindle every 30 seconds. Experts say the success of e-books is being driven by top authors releasing eBook-only short stories and novels,. If they would just reduce the price of an e-book these figures would sky-rocket.)