Mobile video boost as e-book readers, tablet use grows exponentially in 2012

Michelle Clancy | 29-12-2012

The population of e-book readers is growing—a potential catalyst for mobile video. In the past year, the number of those who read e-books increased from 16% of all Americans ages 16 and older to 23%, according to a new Pew study.

The information is significant for those watching the development of the mobile video market, which is being increasingly pushed along by second-screen viewing on smartphones and tablets.
Data from the Internet & American Life Project found that as of November 2012, some 25% of Americans ages 16 and older own tablet computers such as iPads or Kindle Fires, up from 10% who owned tablets in late 2011. And in late 2012 19% of Americans ages 16 and older own e-book reading devices such as Kindles and Nooks, compared with 10% who owned such devices at the same time last year.
At the same time, the number of those who read printed books in the previous 12 months fell from 72% of the population ages 16 and older to 67%. Overall, the number of book readers in late 2012 was 75% of the population ages 16 and older, a small and statistically insignificant decline from 78% in late 2011.
“The move toward e-book reading coincides with an increase in ownership of electronic book reading devices,” said Pew Researchers Lee Rainie and Maeve Duggan, in a blog. “In all, the number of owners of either a tablet computer or e-book reading device such as a Kindle or Nook grew from 18% in late 2011 to 33% in late 2012.”
They noted that those most likely to read e-books include those with college or graduate degrees, those who live in households earning more than $75,000, and those whose ages fall between 30 and 49.