Digital Books Gaining Ground

NookColorDigital books are gaining new readers. The proportion of American adults who have read an e-book bumped up to 21% as of February from 17% in mid-December, fueled by a surge in holiday sales of both tablets and e-readers.

More broadly, 43% say they have either read an e-book in the past year or have read other long-form content, such as magazines, journals, and news articles in digital format on an e-book reader, tablet, PC, or cell phone.

The findings come from a new study by the Pew Research Center’s Internet & American Life Project based on a series of surveys conducted from November 2011 to February 2012. “A significant number are reading more because books can be plucked out of the air,” said Lee Rainie, who heads Pew’s Internet research arm.

The study found the average reader of e-books has read 24 books in all formats in the last 12 months, compared to an average of 15 books by non-e-book readers. There were no major differences between owners of e-book readers and tablets -- both read on average 24 books in the previous year.

More importantly for publishers and device makers, 30% of those who read e-content say they now spend more time reading -- especially e-reader and tablet owners. Some 35% of the former, and 41% of the latter, say they’re reading more since the advent of e-content.

People are also reading e-books on more than one device. Among people who have read e-books in the last year, 42% did so on a computer, 41% on an e-reader, 29% on a cell phone, and 23% on a tablet. As tablets proliferate, however, it’s likely that proportion will grow closer to that of e-readers.

The research also suggested the rise of e-books doesn’t spell the end of print books. In the past year, 72% of adults read a print book compared to 21% who read an e-book, and 11% who listened to an audio book. And 88% of those who read an e-book also read a print title.

In general, people prefer e-books when traveling, commuting and looking for a wide selection. Print is the choice when it comes to reading books to children and sharing books with others. What about reading in bed? It’s a virtual dead heat: 45% opt for print, and 43%, e-books.

“E-book readers and tablets are finding their place in the rhythms of readers’ lives,” said Kathryn Zickuhr, author of the Pew study. “But printed books still serve as the currency when people want to share the stories they love.”

Also helping to expand the growing audience for e-books are the newer breed of dual-use devices, like the Kindle Fire and Barnes & Noble’s Nook Tablet. The lower-priced tablets proved popular over the holiday season, especially the Amazon device. By mid-January, it had captured an estimated 14% of the tablet market.

The original Kindle remains the top e-reader, with nearly two-thirds (62%) of those surveyed owning the model, followed by the Nook, with 22%. No other competitor has more than a 3% share.

The results in the Pew study were mainly based on a nationally representative sample of 2,986 people 16 and older interviewed between Nov. 16 to Dec. 21, 2011. It also included separate surveys of 2,008 adults 18 and over from January 12-15 and 2,253 people between January 20 and February 19, 2012.

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