More people are buying e-readers
E-reader penetration has seen significant growth in the past year. Ofcom technology tracker research shows that 10% of UK adults now own an e-reader. This has risen from just 1% in the first quarter of 2010, and 3% in 2011 (Figure 1.61). This trend looks set to continue; when asked: “how likely is it that you or someone else in your household will buy another e-reader in the next six months?” 22% responded either ‘very likely’ or ‘likely’.
E-reader users are more likely to be older (14% 35-64 vs. 9% 16-34) and from the ABC1 socio-economic groups (15% vs. 6% C2DE).