Fewer than one in 10 Americans (8%) use an e-reader, according to Harris Interactive. Those who live in the East (14%) are significantly more likely than all other regions to own an e-reader.
Those with e-readers consume more literature than those without. Four in 10 Americans overall (40%) read more than 10 books a year, including 19% who read more than 20 books a year. Among those with e-readers, 62% read more than 10 books a year, including 26% who read more than 20 books.
Those with e-readers are more likely than those without to buy books: only 8% of e-reader owners did not buy a book in the prior year, compared to 21% of Americans overall. More than a third of e-reader owners (37%) bought more than 10 books in the prior year, compared to 22% of those without such a device.
Among those who do not have an e-reader, 12% say it is likely they will get one in the next six months. Those in the West (16%) and East (14%) are more likely than those in the South (12%) and Midwest (7%) to say they are likely to buy. Although Echo Boomers, aged 18-33, are rapidly adopting other technology, they (11%) are less likely than Gen Xers, aged 34-45 (15%), and Boomers, aged 46-64 (14%), to plan to buy an e-reader. Matures, aged 65 and older (7%), are the least likely planning to buy one.
Source: “Harris Poll: E-Readers,” Harris Interactive, Alyssa Hall, 161 Sixth Ave., New York, NY 10013; 212-539-9749; ahall@harrisinteractive.com; www.harrisinteractive.com. Price: Available online at no charge.
© Copyright 2011, EPM Communications, Inc. May not be reproduced without written consent of publisher.