According to their just-released survey results, between mid-December and early January, the number of people who own a Kindle (or a Nook, or another digital reading device) jumped from 10% to 19%. It’s especially amazing because there’d been almost no new purchasers during the previous six months, according to their research. “These findings are striking because they come after a period from mid-2011 into the autumn in which there was not much change in the ownership of tablets and e-book readers…as the holiday gift-giving season approached, the marketplace for both devices dramatically shifted.”
I love these studies, because they provide hard data about who owns Kindles, with a chart showing a demographic breakdown. For example, 30% of college graduates now own a Kindle, a Nook, or some
other digital reader. (And 31% of people earning more than $75,000 a year!) They’re the two fastest-growing groups in the study, since just last month, only 16% of college graduates owned a Kindle (and 21% of people earning more than $75,000 a year.) If this study is correct, 14% of America’s college graduates got a digital reader within the last month — and 10% of the people earning over $75,000 a year!
The statistics are nearly identical when you ask who owns a tablet computer like the iPad or Amazon’s new Kindle Fire tablets: the percentage also jumped from 10% to 19%. In fact, 31% of college graduates now own a tablet computer, according to the study — and 36% of people with an income over $75,000 a year. (That’s 14% more — for both demographics — than it was just in mid-December!) And if you ask about both devices, asking if people own at least one digital reader or one tablet computer, the numbers are even higher. In December it was 18%, but by January, it had risen to 29%!
Women are now also more likely to own a Kindle (or another digital reader) than men. Back in November of 2010, it was an even split — 6% of the women in America owned a digital reader, and so did 6% of the men. By this December, it had risen to 11% of the women vs. 9% of the men — and after Christmas, the number of women who owned a reader had nearly doubled, to 21%, while the number of men rose only to 16%.
Click here to see the study’s chart showing “the big jump in gadget ownership over the holidays.” They estimate that their survey has a margin of error of just 2%, since they phoned nearly 3,000 people to compile each set of results. The research is supported by a grant from the Bill and Melinda Gates Foundation, “to look at how these devices are affecting peopleâ€™s relationship with their local libraries, the services those libraries offer, and the general role of libraries in communities.”
And in a few weeks, the researchers will reveal more interesting data from their survey participants — about “reading habits and their interactions with their libraries related to e-books and other digital content!”