E-Reader Ownership Rises 34% in Latest GfK MRI Survey Period
Data Show That E-Reader Owners Are Social Networkers
New York, NY, June 15, 2010 - According to the latest data from GfK MRI's Survey of the American Consumer, 2.8 million American adults own an e-reader, a 34% increase since the company's fall 2009 data were released. The data also show that e-reader owners are far more likely than the average American to visit social networking Web sites.
E-reader owners are 375% more likely than the average American adult to have visited the professional networking site Linkedin.com in the last 30 days. Moreover, e-reader owners are 269% more likely to be on the micro-blogging website Twitter.com and 64% more likely to have visited Facebook.com in the last 30 days.
In terms of their demographic makeup, e-reader owners are 159% more likely to hold a post-graduate college degree and 111% more likely than the average adult to have a household income of $100,000 or more. In terms of age, the 35-44 year old group is 28% more likely than the average adult to own an e-reader.
"The rapid growth of e-reader ownership represents an important consumer trend that GfK MRI will continue to monitor," said Anne Marie Kelly, SVP, Marketing & Strategic Planning, at GfK MRI. "As shown in our latest data, e-reader owners are not only readers of digital media, but also big users of social networking sites."
About GfK MRI
GfK 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 & 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.