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Despite the fact the many textbook publishers offer several of their titles in digital format, the sale of e-textbooks have been less than stellar. This study investigates factors in the adoption of e-textbooks. Specifically, it examines students’ preferences toward printed versus electronic textbooks, and why they prefer one to the other. In general, students still prefer printed textbooks to electronic textbooks. The primary reason for their preference was because the students simply prefer print to digital. This study helps both textbook publishers and educators to better understand the reasons for e-textbook adoption and help determine ways to communicate the benefits of e-textbooks.