Average E-Reader Owner More Likely to Be Well Educated and Have High Income
Approximately 2.1 million U.S. adults currently own e-readers, and these folks are more likely than the average adult to be well-educated and have high incomes, according to a report released this week by Mediamark Research & Intelligence (MRI). E-reader owners are also far more likely to be heavy Internet users.
At 56.3% of e-reader users, men outnumber women (43.7%). Adults ages 35-54 are 20% more likely than the average adult to own an e-reader. E-book owners are 11-percent more likely than the average adult to own their home and are 87-percent more likely to have a household income of $100,000 or higher annually. They
are also 111-percent more likely to have obtained a Bachelor’s or post-graduate degree.
“Clearly, users of the current generation of e-readers are highly educated, upscale and Internet savvy,” said Anne Marie Kelly, SVP, marketing and strategic planning, Mediamark Research & Intelligence. “With Sony preparing to ship its Reader Daily Edition and Barnes & Noble about to enter the market with its Nook product, it will be
interesting to see how quickly e-books catch on in greater numbers with the more mainstream population.”