Market Adoption
How Fast Is eReader and Tablet Ownership Growing?
According to our latest intelligence, eReader and Tablet adoption skyrocketed after the Holiday gift-giving season.  For instance, when you look at average ownership in the four months prior to Christmas 2010, 2.3% of adults owned an eReader; that rose to more than 5% of adults in the four months after Christmas.  This is still a very small percentage, but it translates to close to 12 million early adopters.
The same growth curse is true for Tablets.  In the four months prior to Christmas, a little less than 2% of U.S. adults, on average, personally owned a Tablet; after Christmas, that rose to 3.5%.
eReader and Tablet Market Adoption

Looking ahead, GfK MRI data show that 4.6% of U.S. consumers are very or somewhat likely to purchase a Tablet in the next 12 months and 5.4% are very/somewhat likely to purchase an eReader.  The generational breakdown shows that that Millennials, GenXers and Boomers are all looking to purchase these devices.


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