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If you own an eReader, you might be a …

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Mediamark Research & Intelligence (MRI) just released the results of a fall 2009 survey that profiles U.S. electronic book-reader owners.  The approximately 2.1 million U.S. adults who own eReaders are more likely than the average adult to be well-educated and have high incomes, according to the most recent data.

Survey results include:

  • At 56.3% of eReader users, men outnumber women (43.7%).
  • Adults ages 35-54 are the “sweet spot” for this product, as they are 20% more likely than the average adult to own an eReader.
  • eBook owners are 11% more likely than the average adult to own their home.
  • 87% more likely to have a household income of $100,000 or higher annually.
  • They are also 111% more likely to have obtained a bachelor’s or post-graduate degree.
  • eBook owners are particularly Web-centric; they are 116% more likely than the average adult to be a heavy Internet user.
  • Moreover, they are 199% more likely to have accessed the Internet using a WiFi or wireless connection outside the home.
  • They are 154% more likely to have accessed the Internet using a cell phone or other mobile device.

“Clearly, users of the current generation of eReaders are highly educated, upscale and Internet savvy,” said Anne Marie Kelly, SVP, Marketing & Strategic Planning, at 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 eBooks catch on in greater numbers with the more mainstream population.”

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Written by Larry S. Bonura

4 December 2009 at 02:50

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