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One in Ten Americans Use an eReader; One in Ten Likely to Get One in Next Six Months

eReader Users Reading More and Purchasing More Books

Harris Poll Logo. (PRNewsFoto/Harris Interactive) (PRNewsFoto/)

News provided by

Harris Interactive

Sep 22, 2010, 07:05 ET

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NEW YORK, Sept. 22 /PRNewswire/ -- Reading used to be simple. One would get a book – either purchased or taken out of a library, and read it. Now, the options for reading still include these two, but there is also the option to download a book onto an eReader. Has the introduction of this new way of reading changed reading habits? Right now, just one in ten Americans (8%) uses an electronic reader device of some kind, so any real changes may take a while to detect, but some small ones are noticeable now.

(Logo: http://photos.prnewswire.com/prnh/20100517/NY06256LOGO )

(Logo: http://www.newscom.com/cgi-bin/prnh/20100517/NY06256LOGO )

USE E-READER


Total
%



Yes

8

No

92

These are some of the results of The Harris Poll of 2,775 adults surveyed online between August 9 and 16, 2010 by Harris Interactive.

First, those who have eReaders do, in fact, read more. Overall, two in five Americans (40%) read 11 or more books a year with one in five reading 21 or more books in a year (19%). But among those who have an eReader, over one-third read 11-20 books a year (36%) and over one-quarter read 21 or more books in an average year (26%).

BOOKS READ IN A YEAR


eReader

Uses

Does not use

%

%

0

1

10

1-2

3

15

3-5

16

21

6-10

19

16

11-20

36

19

21+

26

19

eReader users are also more likely to buy books. One in five Americans (21%) say they have not purchased any books in the past year compared to only 8% of eReader users who say the same. Just over one in ten Americans purchased between 11 and 20 books (11%) or 21 or more books (12%) in the past year. Again, eReader users are more likely to have bought, or downloaded books, as 17% purchased between 11 and 20 and 20% purchased 21 or more books in the past year.

BOOKS PURCHASED IN PAST YEAR


eReader

Uses

Does not use

%

%

0

8

22

1-2

8

18

3-5

18

22

6-10

30

16

11-20

17

11

21+

20

11

Likelihood to get an eReader

Among those adults who do not currently have an eReader, just over one in ten (12%) say they are likely to get one in the next six months.  However, 21% are not very likely to purchase an eReader and three in five (59%) are not at all likely. Those in the West (16%) and East (14%) are more likely to purchase an eReader in the next six months, whereas seven in ten Midwesterners (69%) say they are not at all likely to do so. Age wise, Gen Xers (those aged 34-45) are most likely to say they will purchase one in the next six months (15%).

LIKELY TO GET AN E-READER


Total
%

Likely (NET)

12

    Very likely

3

    Somewhat likely

9

Not likely (NET)

80

    Not very likely

21

    Not at all likely

59

Not at all sure

8

Change in reading habits

One of the criticisms of eReaders is that people who have them may download more books than they would traditionally purchase, but read at the same levels. So far this criticism is not holding true at all. Over half of people with eReaders (53%) say they read more now than they did 6 months ago compared to 18% of non-eReader users. Over half (51%) of non-users say they read the same as they did 6 months ago compared to one-quarter (25%) of eReader users.

CHANGE IN READING HABITS


Total
%

I read the same amount as I did before

49

I read less than I did before.

23

I read more than I did before.

21

I purchase more books now, but do not read them as readily as I did before.

4

Not at all sure

4

So what?

With eReader sales expected to continue to climb and as more devices now become available, it is inevitable that reading habits of Americans will also change. The issue is: how will they change? At the moment, it is too early to tell for sure, but this early evidence is pointing to something good – people seem to be reading more if they have an eReader which is something the publishing industry, which has been in decline over recent years, is sure to celebrate.

TABLE 1
BOOKS READ IN A YEAR
"How many books do you typically read in an average year?  If you are not sure, please use your best estimate."

Base: All adults


Total

e-Reader

Generation

Income



Uses

Does not use

Echo Boomers (18-33)

Gen. X (34-45)

Baby Boomers (46-64)

Matures (65+)

$34.9K or less

$35K-$49.9K

$50K-$74.9K

$75K+


%

%

%

%

%

%

%

%

%

%

%

0

9

1

10

7

10

12

7

15

13

8

7

1-2

14

3

15

11

15

15

13

12

15

16

13

3-5

20

16

21

23

22

22

12

23

20

18

22

6-10

16

19

16

18

15

15

19

13

16

16

19

11-20

21

36

19

24

20

18

22

17

16

26

21

21+

19

26

19

18

18

18

27

20

20

15

18

Note: Percentages may not add up to 100% due to rounding

TABLE 2
BOOKS PURCHASED IN PAST YEAR
"How many books have you purchased in the past year?  If you are not sure, please use your best estimate."

Base: All adults


Total

e-Reader

Generation

Uses

Does not use

Echo Boomers (18-33)

Gen. X (34-45)

Baby Boomers (46-64)

Matures (65+)

%

%

%

%

%

%

%

0

21

8

22

19

21

24

21

1-2

17

8

18

18

21

16

15

3-5

22

18

22

23

19

25

18

6-10

17

30

16

19

17

15

15

11-20

11

17

11

12

12

9

14

21+

12

20

11

9

10

12

17

Note: Percentages may not add up to 100% due to rounding

TABLE 3
USE E-READER
"Do you use an electronic reader device, such as a Kindle, an iPad or a Nook, to read books?"

Base: All adults


Total

Region

East

Midwest

South

West

%

%

%

%

%

Yes

8

14

6

6

7

No

92

86

94

94

93

Note: Percentages may not add up to 100% due to rounding

TABLE 4
LIKELY TO GET AN E-READER
"How likely do you think you will be to get an e-reader device within the next six months?"

Base: Adults who do not use an e-reader


Total

Region

Generation

East

Midwest

South

West

Echo Boomers (18-33)

Gen. X (34-45)

Baby Boomers (46-64)

Matures (65+)

%

%

%

%

%

%

%

%

%

Likely (NET)

12

14

7

12

16

11

15

14

7

    Very likely

3

6

2

3

3

3

5

3

3

    Somewhat likely

9

9

5

9

13

9

10

11

4

Not likely (NET)

80

78

89

77

77

83

77

77

86

    Not very likely

21

20

20

20

24

23

18

20

22

    Not at all likely

59

58

69

57

54

60

59

57

64

Not at all sure

8

8

4

11

6

6

8

9

7

Note: Percentages may not add up to 100% due to rounding

TABLE 5
CHANGE IN READING HABITS
"Over the past 6 months, how have your reading habits changed?  Please choose the statement that best describes you."

Base: All adults


Total

e-Reader

Uses

Does not use

%

%

%

I read the same amount as I did before

49

25

51

I read less than I did before.

23

18

23

I read more than I did before.

21

53

18

I purchase more books now, but do not read them as readily as I did before.

4

4

4

Not at all sure

4

*

4

Note: Percentages may not add up to 100% due to rounding; * indicates less than .05%

Methodology

This Harris Poll was conducted online within the United States between August 9 to 16, 2010 among 2,775 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents' propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words "margin of error" as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.

J38557

Q805, 810, 815, 817, 820

The Harris Poll® #108, September 22, 2010

By Regina A. Corso, Director, The Harris Poll, Harris Interactive

About Harris Interactive

Harris Interactive is one of the world's leading custom market research firms, leveraging research, technology, and business acumen to transform relevant insight into actionable foresight. Known widely for the Harris Poll and for pioneering innovative research methodologies, Harris offers expertise in a wide range of industries including healthcare, technology, public affairs, energy, telecommunications, financial services, insurance, media, retail, restaurant, and consumer package goods. Serving clients in over 215 countries and territories through our North American, European, and Asian offices and a network of independent market research firms, Harris specializes in delivering research solutions that help us – and our clients – stay ahead of what's next. For more information, please visit www.harrisinteractive.com.

Press Contact:

Corporate Communications

Harris Interactive

212-539-9600

[email protected]

SOURCE Harris Interactive

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