US consumers who own electronic book readers are more likely than other adults to be well-educated and have high incomes, according to Mediamark Research & Intelligence (MRI). They are also far more likely to be heavy mobile Internet users.
Among the 2.1 million US adults who own electronic book readers, 56.3% are men and 43.7% are women. In addition, adults age 35-54 are the "sweet spot" for this product and are 20% more likely than average to own an electronic book reader.
E-book owners are 116% more likely than average to be heavy Internet users. Moreover, they are 199% more likely to have accessed the Internet using a Wi-Fi or wireless connection outside the home and 154% more likely to have accessed the Internet using a cell phone or other mobile device.
Other key attributes of e-book owners:
- 11% more likely than average to own their home
- 87% more likely to have a household income of $100,000 or higher annually
- 111% 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 & 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 e-books catch on in greater numbers with the more mainstream population."
Know someone who would enjoy it too? Share with your friends, free of charge, no sign up required! Simply share this link, and they will get instant access…
You may like these other MarketingProfs articles related to Advertising:
- B2B Tech Marketers' Budget Expectations for 2024
- How to Scale Your Paid Search Ads: The Dual-Axis Framework
- The Paid Channels Marketers Plan to Increase Spend On in 2024
- LinkedIn Advertising Benchmarks: Maximizing Your Campaign's Potential
- How B2B Marketers Can Tap Into Out-of-Home Transit Advertising
- Ad Tech Report: Is the Medium Rectangle's Era Over?