Three in Ten Americans Own eReaders
Harris Interactive just finished up another survey into ereader ownership, and lots of y’all own one. A full 28% of the 2,056 Americans polled last month reported that they read on an ereader. That’s up from 15% in July 2011 and 8% in 2010. Other key highlights include:
- GenX (under 47) and senior citizens (over 67) are most likely to own an ereader (30% & 28%, respectively)
- 13% said they might an ereader in the next 6 months (77% said no)
- 75% or ereader owners read 6 or more books a year
- 60% of non-owners read 5 or fewer books a year
One interesting thing I noticed about the data is that the percentage of people who might get an ereader hasn’t changed significantly since 2010 (there’s also a typo in the chart). This is constant even though ereader ownership has more than tripled in that time. This tells me that the question is likely irrelevant as a predictive tool. Either people don’t know what they want or something changed their mind (new features, better marketing, etc).
It’s also rather interesting that this data contradicts the Pew survey which was conducted back in January. That survey showed that the number of ereader owners nearly doubled between December and January (10% to 19%). Which one is right? I don’t know. But I do know that I’m going to take them both with a grain of salt.
Update: A friend pointed out on Twitter (one, two) that I had missed a key word in the press release. The Harris results include people who read on tablets as well as ereaders. That puts the 28% pretty close to the Pew survey result that says 29% of Americans own an ereader or tablet.
And I’m also looking forward to the next set of polling data. I’d like to know if Digitimes' prediction of a cooling ereader market is on the mark. You cannot answer that question from the data above (the quarter isn’t over with yet).