In late 2012, we wrapped up a study of the e-reading consumer. Based on a survey of over 1200 e-reading households, we looked at reading habits (both physical and paper books), what devices they used, how many devices they owned (and how long they had them) and much more.
A few observations from the study:
- Many homes today are no longer just single e-reader households. In fact, only half of e-reading homes today had just a single e-reader and 17% of e-reading households had three or more e-readers.
- E-reading is no longer a new behavior. Many of those who use e-reading devices have had them for a few years. Our research shows that 29% of those use an e-reader have had their e-reading device for two years or longer.
- Multi-e-reader households are more likely than single e-reader households to have someone who uses a tablet as their primary e-reader. While dedicated e-readers are by no means going the way of the dodo bird, many early e-readers have moved from dedicated e-readers to a tablet (and many have passed their dedicated e-reading device onto a family member or friend).
Another interesting trend we observed is there is a significant number of consumers using smartphones as either a primary or secondary e-reader. Over one third of e-reading consumers use a smartphone as an e-reading device, with approximately 7% of those surveyed indicating they use it as their primary e-reader.
Below are some slides highlighting some of the report's findings.