EReaders Read More

The results of The Harris Poll in July, 2011 show 15% of Americans uses an e-Reader device, up from 8% a year ago. Also, among those who do not have an e-Reader, 15% say they are likely to get an e-Reader device in the next six months.

Consumers Use of EReader (% of All adults)

 Use?

Total 2010

Total 2011

Region

 

 

 

East

Midwest

South

West

Yes

8%

15%

19%

9%

14%

20%

No

92

85

81

91

86

80

Source: Harris Interactive, September 2011 (Percentages may not add up to 100% due to rounding)

While some lament the introduction of the e-Reader as a death knell for books, the opposite is true, says the report. First, those who have e-Readers do, in fact, read more. Overall, 16% of Americans read between 11 and 20 books a year with one in five reading 21 or more books in a year. But, among those who have an eReader, 32% read 11-20 books a year and over one-quarter read 21 or more books in an average year.

Books Read In A Year (All adults; % of Respondents by Group)

 

 

 

e-Reader

Generation

 

Read

Total 2010

Total 2011

Use

Does not use

Echo Boomers (18-34)

Gen. X (35-65)

Baby Boomers

(47-65)

Matures (66+)

0

9%

15%

8%

18%

13%

19%

17%

12%

1-2

14

14

7

15

9

15

18

11

3-5

20

20

14

21

23

17

20

17

6-10

16

15

18

15

17

14

14

16

11-20

21

16

32

13

20

14

14

15

21+

19

20

27

19

19

20

17

29

Source: Harris Interactive, September 2011 (Percentages may not add up to 100% due to rounding)

E-Reader users are also more likely to buy books. One-third of Americans say they have not purchased any books in the past year compared to only 6% of e-Reader users who say the same. One in ten Americans purchased between 11 and 20 books in the past year. Again, e-Reader users are more likely to have bought, or downloaded books, as 17% purchased between 11 and 20 .

Books Purchased In Past Year (% of All adults)

Books

Purchased

 

e-Reader

Total 2010

Total 2011

Use

Do Not Use

0

21%

32%

6%

36%

1-2

17

17

12

18

3-5

22

17

20

17

6-10

17

15

28

13

11-20

11

10

17

9

21+

12

9

17

8

Source: Harris Interactive, September 2011 (Percentages may not add up to 100% due to rounding)

One of the criticisms of e-Readers 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.

Half of both e-Reader users and non-users say they read the same amount as they did six months ago. However, while 24% of non e-Reader users say they are reading less than they did before, over one-third of e-Reader users say they are reading more compared to just 16% of non-users.

Change In Reading Habits (% of All adults)

 Reading Habit

Total

2010

Total

2011

e-Reader

Uses

Does not use

Read the same amount as before

49

51

50

51

Read less than before.

23

21

8

24

Read more than before.

21

19

36

16

Purchase more books now, but do not read them as readily as before.

4

3

4

3

Not at all sure

4

6

2

6

Source: Harris Interactive, September 2011 (Percentages may not add up to 100% due to rounding)

In conclusion, the report observes that E-Readers are definitely here to stay and this means the publishing world needs to learn to change with the times. There will always be a place for books in hard cover or paperback. But, there must also be a place for reading devices as well. Readers are quickly catching on to this wave as have the booksellers. This is a huge transition time for publishing companies.

Regardless of how they are reading it, says the report, there are types of books people like to read. Among those who say they read at least one book in an average year, three-quarters say they read both fiction (76%) and non-fiction (76%) but certain types of books rise to the top in both categories.

Types Of Books Read (% of Adults who read at least one book in average year)

 

 

 

Type of Book

Total

Generation

Gender

 

Echo Boomers

(18-34)

Gen. X (35-46)

Baby Boomers (47-65)

Matures (66+)

Male

Female

 
 

Fiction (Net)

76%

79%

73%

73%

77%

67%

83%

 

   Mystery, Thriller and Crime

47

41

46

49

57

36

57

 

   Science Fiction

25

26

29

26

16

32

19

 

   Literature

23

36

22

16

14

23

23

 

   Romance

23

21

24

20

28

4

38

 

   Graphic Novels

10

14

11

8

8

11

9

 

   Chick-Lit

8

12

10

4

4

3

12

 

   Westerns

5

4

6

6

7

5

6

 

   Other Fiction

33

37

33

27

36

27

37

 

Non-Fiction (Net)

76

68

82

81

73

78

74

 

   Biographies

29

24

30

29

37

31

27

 

   History

27

24

24

27

36

37

19

 

   Religious and Spirituality

24

19

28

27

22

19

28

 

   Self-help

18

13

25

21

13

15

20

 

   True Crime

13

13

19

14

5

8

17

 

   Current Affairs

12

12

10

15

11

15

10

 

   Political

11

11

12

10

13

17

7

 

   Business

10

10

12

11

7

15

6

 

   Other non-fiction

26

32

30

21

22

27

26

 

Source: Harris Interactive, September 2011 (Multiple responses accepted)

 

Please visit Harris Interactive here for more information.

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1 comment about "EReaders Read More".
  1. Kimberly Conon from Luminosity Marketing , September 30, 2011 at 11:56 a.m.

    Love this research--there's so much potential for targeting readers of ebooks and it's excellent to review the different ways this opportunity is being quantified. We put together a few thoughts on this issue a couple months ago--you can check it out here: http://luminositymarketing.com/blog/?p=4630

    Kimberly Conon, Luminosity Marketing