• by Jack Loechner , Staff Writer @mp_research, October 12, 2010

According to new E-Reader Household data from Scarborough Research, the nine million adults within the four million households that own or plan to buy an e-reader device, 78% of adults in E-Reader Households read a newspaper in print or online during the past week, versus 71% of all adults. They are 11% more likely than the average adult to do so.

The study finds a strong relationship between e-reader devices and newspaper readership:

• 41% of adults in E-Reader Households visited a newspaper website during the past month, compared to 27% of total adults. They are 48% more likely than all consumers nationally to have visited a newspaper website during this timeframe
• Adults in E-Reader Households are 9% more likely than all adults nationally to have read a printed newspaper during the past week. Nationally, 71% of adults in e-reader households read a daily or Sunday paper during the past week, versus 65% of all adults
• 50% of these consumers read a Sunday printed newspaper on an average Sunday, as opposed to 46% of total adults

Gary Meo, senior vice president of digital media and newspaper services for Scarborough Research, observes that "...(the) data confirms the emergence of E-reader devices as an important technology for millions of Americans and... a natural companion to newspapers... creating a new opportunity for publishers to monetize content... "

Other types of media websites also have the potential to benefit from e-reader devices, says the report. Affinity for these devices applies to those who consume television and radio content as well. According to the study:

• 41% of adults who live in E-Reader Households visited a broadcast television website during the past month, and are 42% more likely than other adults to do so
• 18% of adults who live in E-Reader Households accessed a radio station website during the past month, and are 38% more likely to visit a radio station website
• Adults who live in E-Reader Households are more likely than other adults to access a wide variety of cable news websites for news and information
• E-Reader households are 125% more likely to have watched or downloaded a movie online during the past month

Examining overall Internet usage, the report says that adults in E-Reader Households are 86% more likely than the average adult to spend 20+ hours online weekly, and more than twice as likely to use the Internet to blog, use auction websites, listen to podcasts or take college courses online.

Consumers in E-Reader Households are almost three times as likely as all adults nationally to be among the highest spenders online, spending $2,500 or more annually in a wide variety of categories. They are 121% more likely than the average adult to shop for books on the Internet. And they are more than twice as likely to shop for computer hardware/software, consumer electronics, cultural event tickets, movie tickets, sports logo apparel and wine.

"E-readers initially were designed to make the printed word available on a handheld digital device. But with the introduction of the iPad, plus functionality being added to other devices on the market, the e-reader phenomena has gone beyond the printed word to be a key portal for all types of mobile content - from magazines and newspapers to movies and music," said Mr. Meo. "As these devices continue to grow in popularity, content providers will need to develop strategies and apps that help their brands connect with the emerging e-reader audience."

Adults in E-Reader Households are more likely to be ages 25-54, and married with children. They are in higher income brackets and slightly more likely than all adults to be male. These active consumers enjoy a wide variety of athletics, but their true love may be yoga: adults in E-Reader Households are six times more likely than the average adult to enjoy yoga.

Interestingly, the data collection period, August 2009 - March 2010, precedes launch of Apple iPad. 

To download the PDF file , please visit Scarborough here.