eReader Ownership by Adults Nearly Triples in Less Than Two Years, According to GfK MRI

Growth More Pronounced Among Women


NEW YORK, NY--(Marketwire - 11/29/10) - Approximately 5.9 million U.S. adults own an eReader according to the latest data from GfK MRI -- up from 2.1 million owners in the March-October period of 2009 when GfK MRI first began asking consumers about their usage of devices like the Amazon Kindle and Sony Reader.During this time period, the skew between male and female eReader ownership has evened out. In the March-October 2009 survey period, 56% of eReader owners were male and 44% were women. The most recent data show that now 49% of eReader owners are male and 51% are women.To avoid confusion with electronic tablets and other devices during its consumer surveys, GfK MRI describes eReaders thusly: "An electronic book reader is a portable, wireless reading device that allows you to download and read electronic books, magazines and newspapers. It is not a laptop, cell phone or PDA.""While electronic tablets have created lots of buzz amid increased competition in the market, eReaders continue to be very popular items," said Anne Marie Kelly, SVP, Marketing & Strategic Planning at GfK MRI. "A Consumer Reports survey of adults showed that 10 percent of Americans plan to give an eReader this Christmas, up 6 percentage points from last year."

March-October March-October
Profile of U.S. Adult eReader Owners 2009 2010
Total number of eReaders 2.1 million 5.9 million
Owners who are male 56% 49%
Owners who are female 44% 51%
Source: GfK MRI Survey of the American Consumer Waves 61 & 63. Wave 61 Field
Dates: March-October 2009; Wave 63 Field Dates: March-October 2010
The overwhelming majority of eReader owners interviewed in the 12 months ending October 31, 2010 (74.9%) had read a book on their device in the last six months, compared to newspapers (17.6%) and magazines (15.3%). Men are 43% more likely than women to have read a newspaper or magazine on their eReader in the last six months, while women are 23% more likely than men have read a book on their eReader in the last six months.Currently, 55% of eReader owners have annual household incomes in excess of $100,000.Measurement of consumers' ownership and use of tablet computers, such as the iPad, is currently underway; GfK MRI expects to have insights to share with the marketplace in Spring of 2011.About GfK MRIGfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes. Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information.GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail and Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.For further information on GfK MRI, visit our Web site: And, follow us on Twitter:

Anne Marie Kelly
SVP, Marketing and Strategic Planning
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Steve Ellwanger
Press Counsel Group
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