E-Reader Owners More Engaged Online


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More than three-quarters of adults in the U.S. in e-reader households read a newspaper in print or online during the past week, compared to 71 percent of all adults, according to a new report from Scarborough Research.

Forty-one percent of adults in E-Reader Households visited a newspaper website during the past month, compared to 27 percent of total adults. They are 48 percent more likely than all consumers nationally to have visited a newspaper website during this time frame.

Gary-Meo Adults in E-Reader Households are nine percent more likely than all adults nationally to have read a printed newspaper during the past week. Nationally, 71 percent of adults in e-reader households read a daily or Sunday paper during the past week, versus 65 percent of all adults.

"E-reader devices are becoming an important technology for millions of Americans and our data confirms their emergence as a natural companion to newspapers," said Gary Meo, senior vice president of digital media and newspaper services for Scarborough Research.

"At this point, many newspaper publishers are determining strategies for making their content available on e-reader devices, and this is creating a new opportunity to monetize content and increase readership."

More than a third (41%) of adults who live in e-reader households visited a broadcast television website during the past month; they are 42 percent more likely than other adults to do so.

Nearly twenty (18%) of adults in e-reader households accessed a radio station website during the past month; they are 38 percent more likely to visit a radio station website.

Adults in e-reader households are 86 percent more likely than the average adult to spend 20+ hours online weekly, and more than twice as likely to use the Internet to blog, use auction websites, listen to podcasts or take college courses online.

"E-readers initially were designed to make the printed word available on a handheld digital device. But with the introduction of the iPad, plus functionality being added to other devices on the market, the e-reader phenomena has gone beyond the printed word to be a key portal for all types of mobile content – from magazines and newspapers to movies and music," said Mr. Meo.

"As these devices continue to grow in popularity, content providers will need to develop strategies and apps that help their brands connect with the emerging e-reader audience."