Over the 2013 holiday period, the rate of tablet ownership rose to 42% of American adults, up eight percentage points from September, according to a survey by Pew Internet regarding the proportion of Americans who read e-books and that of people that are still fans of print books.
Ownership of e-book reading devices like Kindles or Nooks similarly increased to 32% as of January 2014. Some 50% of adults now own at least one of these devices.
E-reader owners are more likely to be white, between the ages of 30 and 64, and with at least some college experience. Those with tablet computers are more likely to be younger (under age 50), with higher levels of education and from relatively well-off households—close to two-thirds (65%) of people living in households earning $75,000 or more annually now own a tablet.
Overall, 76% of adults read a book in some format over the previous 12 months. The typical American adult read or listened to 5 books in the past year, and the average for all adults was 12 books.
The January 2014 survey, conducted just after the 2013 holiday gift-giving season, produced evidence that e-book reading devices are spreading through the population. Some 42% of adults now own tablet computers, up from 34% in September. And the number of adults who own an e-book reading device like a Kindle or Nook reader jumped from 24% in September to 32% after the holidays.
These findings come from a survey conducted by Princeton Survey Research Associates International between January 2-5, 2014. The survey was conducted among a nationally representative sample of 1,005 adults ages 18 and older living in the continental United States.