E-Reader Ownership Doubles in Six Months

A new study by the Pew Internet and American Life Project shows that e-reader ownership among U.S. adults doubled from 6% to 12% between November 2010 and May 2011. This marks the first time ownership of devices such as the Kindle and Nook has reached double digits. The increase comes as e-reader makers compete against each other and makers of tablet computers by lowering prices and regularly putting out improved devices. The study, which based its findings on a sampling of 2,277 adults, also found an increase in tablet ownership, although that rise, from 5% to 8% of U.S. households, was less dramatic.
There was notable overlap of ownership in the two devices, with 3% of U.S. adults owning both an e-reader and a tablet computer. Pew found that e-reader ownership exploded among Hispanic households, jumping from 5% to 15% during the six-month period. Parents of children under 18 saw a similar jump, from 6% to 16%.According to the study, 22% of households with college graduates now own an e-reader, up from 8% in November 2010. Similarly, 24% of households with income over $75,000 now own an e-reader.For both e-readers and tablets, men are more likely than women to own a device. Readers, what do you think? Have you bought an e-reader in the past six months? Why do you think they’re getting more popular?

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