July 12, 2011

Own E-Book Readers

12%

The number of adults who own an e-book reader doubled from November 2010 to May 2011.

E-book readers, such as the Kindle and Nook, are becoming increasingly popular. In May 2011, 12% of adults owned an e-reader, double the number who owned such a device in November 2010 (6%). Hispanic adults, adults younger than age 65, college graduates and those living in households with incomes of at least $75,000 are the most likely to own e-book readers. Parents are also more likely than non-parents to own these devices. While the e-book is becoming more popular, it is still far less popular than other tech devices such as cell phones (owned by 83% of adults), desktop computers (56%), laptop computers (56%), DVRs (52%) and MP3 players (44%). E-book readers, however, are more popular than tablet computers — a similar device designed for more online interaction — which have not seen an increase in popularity. In May 2011, 8% of adults reported owning a tablet computer, little changed from the 7% who reported owning the device in November 2010. Read More