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BizReport : Blogs & Content archives : May 04, 2011

Study: Tablets aren't device of choice for e-reading public

Move over guys, e-readers aren't only your property any longer. According to a new report from Simba Information while men have been the predominant e-reader buyers, women are now purchasing more e-reading devices and more e-books - and it isn't just to 'hide' what they're reading.

by Kristina Knight

What's more it seems that for now dedicated e-readers such as the Nook or Kindle are more popular than the more functional tablet devices.

According to the research:

• 45% of e-book buyers read via a PC or Mac
• 41% get 'free' books (from libraries and from pirate sites)
• 24% borrow e-books from libraries
• 16% borrow e-books from friends

In 2009 men were 5% more likely to be e-book readers (13% to 9% of women), but that shifted in 2010 with women purchasing more e-books, more often than men. As of the end of 2010, the report states and 9% of the US adult population had purchased at least one e-book (within the past 12 months) with 11% reading at least one e-book. For every 5 purchased print books, 1 e-book was purchased, according to the report.

"A lot of people equate the sale of a new gadget with the creation of a new reader, and it just doesn't happen," said Michael Norris, senior analyst with Simba Information and author of the report. "In both the offline and online world, there are a lot of independent factors and distractions that will keep a person from discovering and enjoying a book."

Just how big are e-books - on or off of tablets? Growing bigger each day. According to reports, 6,000 readers per day purchased an e-book for the first time (2009) while in 2010 the number of 'new' e-book readers wasn't as large, the e-book buying public purchased more books more often.

"2010 expansion was less dramatic on the newcomer side, but the population of e-book buyers shifted away from the disengaged and occasionally buyer and towards consumers who are more committed to reading print and digital books in general," said Norris.

Tags: content, e-readers, ecommerce, ereaders, Kindle, Nook, Simba Information, tablets

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