The study also found that fiction dominated among Canadian ebook readers: 71% of purchases were fiction, and 29% nonfiction. Within those purchases, romance led the way among fiction purchases for ebook readers, accounting for 19% of ebook purchases vs. 10% of all book purchases; followed by thrillers, (16% of ebook purchases vs. 16% of all book purchases); fantasy (13% of ebook purchases vs. 17% of all purchases); and mysteries (13% of ebook purchases, also level with other format purchases). The most popular nonfiction subjects were self-help (21% of ebook purchases vs. 19% of all purchases); history (16% of ebook purchases vs. 13% of all purchases) and biography and memoir (15% of ebook purchases vs. 20% of all purchases). 34% of all Canadian book buyers bought ebooks and 29% of all Canadian book borrowers borrowed ebooks last year. Ebook buyers were more influenced by price than all buyers: 41% of Canadian ebook buyers purchased their books at a specific location due to a good price, offer, or promo compared with only 29% of Canadian book buyers.