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BizReport : Mobile Marketing : July 01, 2011

E-reader growth outpaces tablets, preferred by women

New data from Pew Internet reveals e-reader adoption is outpacing tablets. Are those using such devices shunning print publications? Not according to research by Gfk MRI.

by Helen Leggatt

kindle-sidebar.gifIn 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

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  • Scott

    Nice article, but I disagree that print publishers have little to fear. These folks are more likely to read print magazines and newspapers, because they are more likely to read in general. Otherwise, they wouldn't have spent money on an e-reader.



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