New Study Shows E-Reader Ownership Surging Ahead Of Tablets

Kindle Reader

A new Pew report shows that the number of U.S. adults who own a dedicated e-reader (like a Kindle or Nook) has doubled since November 2010, to 12 percent. That is much faster growth than predicted by a recent eMarketer survey, which predicted that e-reader ownership would not hit 12 percent until 2012. Meanwhile, the rate of tablet ownership appears to have slowed: Pew found that 8 percent of adults own a tablet, compared to 5 percent in November 2010.

Here’s a chart:

Three percent of U.S. adults own both a tablet and an e-reader.

Some other findings from the study:

–“Hispanic adults, adults younger than age 65, college graduates and those living in households with incomes of at least $75,000 are most likely to own e-book readers. Parents are also more likely than non-parents to own these devices.”

–E-reader ownership by those between the ages of 18 and 49 grew faster than any other age group.

–As for tablets: “Between November 2010 and May 2011, the largest increases in tablet ownership have been among men when compared with women; Hispanic adults when compared with white and African-American adults; adults 18-29; those with some college or college degrees; and those reporting household incomes of $30,000 or more. Overall, the highest rates of tablet ownership are among Hispanic adults and those with household incomes of at least $75,000 annually.”

via PersonaNonData

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