E-reader growth outpaces tablets, preferred by women

In the six months to May, 2011, the share of adults in the US who own an e-reader device, such as Kindle or Nook, doubled from 6% to 12%, according to Pew.

During the same period, ownership of tablets rose just 3% to 8%.

There is an overlap in e-reader and tablet ownership - 3% of US adults own both devices. Nine percent own an e-reader but not a tablet, while 5% own a tablet but not an e-reader.

Why the growth in e-readers and not tablets? Perhaps price has a role to play. Many e-readers have been slashed in price over the last year, some costing just over $100, while tablets remain relatively pricey.

Recent research from Gft MRI shows print publications have little to fear from e-readers and tablets. Findings reveal that owners of these devices remain heavy print readers.

Tablet owners are 66% more likely that the average US adult to be heavy users of printed versions of magazines and 54% more likely to read printed newspapers. Likewise, e-reader owners are 23% more likely to read printed magazines and 63% more likely to pick up a printed newspaper.

Gender differences were also apparent from Gfk MRI's research. While men prefer tablets for their "wow factor", women were more content with the more basic e-reader.

"Evidence suggests that men's affinity for tablets may be a reflection of the way they view ownership of technological gadgets with respect to their peers," says Gfk MRI.

"For instance, men are much more likely than women to report: "I want others to say 'Wow!' when they see my electronics."

Tags: consumer electronics, e-reader, print publishing, tablet