29 percent of Americans now own a tablet or e-reader device

By Claire • NewsCred Blog • Jan 24, 2012

Image by Yutaka Tsutano/Flickr Creative Commons

Image by Yutaka Tsutano/Flickr Creative Commons


According to a Jan. 23 report by the Pew Research Center, ownership of tablet and e-book reader devices rose from 19 to 28 percent between mid-December and mid-January.

Whereas college educated Americans with household incomes over $75,000 made up a majority of tablet and e-book reader owners in 2010; today, the market is expanding, with growth seen across every demographic group, including gender, age, race/ethnicity, education, and household income. Particular growth was evident among 18 to 29-year-old Americans, whose ownership of these devices grew significantly (10 to 24 percent for tablets and 7 to 18 percent for e-book readers).

The market for tablets and e-reader devices has shifted significantly in the last 12 months. 2011 saw the decline of Borders, the nation's second-largest book retailer, as well as the introduction of a number of new devices to the marketplace from Apple (iPad 2), Amazon (Kindle Touch, Touch 3G, and Fire), and Barnes & Noble (Nook SimpleTouch and Tablet). While sales figures for these devices haven't been as strong as retailers hoped, the trend toward an increasingly mobile media environment bodes well for publications and advertisers equipped to reach a population that is doing a greater and greater proportion of its reading on the go.

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