According to a Pew Research paper released in late June, sales growth for e-readers has increased while tablets sales have remained basically stagnant (7% of adults in Jan. owned a tablet vs. 8% in May).
Despite this growth in e-readers, cell phones are still by far the most popular digital device, leading with 83% of adults owning one.
In the past 6 months, the demographics showing the most e-reader growth were hispanic adults, parents, college graduates, and people with +$75,000 income.
- 20% of college graduates own an e-reader
- 25% of adults with +$75,000 income own an e-reader
- 10% of men own tablets vs. 6% of women
- 15% of Hispanic adults own tablets vs. 8% African American and 7% White adults
Sales for tablets and e-readers will undoubtedly continue grow, especially with the steady decrease in popularity of physical books and newspapers. As of right now these devices seem to be most popular with high income adults, hispanic adults, or recent college graduates. In terms of what this means for advertising and marketing,
- E-Reader growth spurt (i-programmer.info)
- E-readers hit their stride while tablet growth more modest (gigaom.com)
- New Study Shows E-Reader Ownership Surging Ahead Of Tablets (paidcontent.org)