The proportion of Americans aged 16 or older who claim to have read a printed book in the past 12 months has dropped to 67% from 72% a year earlier, finds the Pew Research Center’s Internet & American Life Project. At the same time, 23% of survey respondents said they had read an e-book in the past 12 months, up from 16% the prior year. Overall, three-quarters of the 16 and over population said they had read a book in any form in the past 12 months.
The increasing popularity of e-book reading comes amidst a boom in e-reading device ownership. In November 2012, according to the Pew report, one-third of the 16-and-over population owned either a tablet or an e-book reader (or both). That’s almost double the 18% who owned at least one of those devices in December 2011.
Breaking down the profile of book readers (including those who read printed books and e-books and those who listen to audio books), Pew reveals:
Women are 16% more likely than men to be book readers There’s also a clear age trend: whereas 90% of 16-17-year-olds and 80% of 18-29-year-olds have read a book in the past year, that drops to 67% of the 65+ group. (TV viewing, meanwhile, shows the opposite trend, with older groups likely to watch more TV.)
The Pew survey results also show education and income levels play a role.
In the adult non-fiction category, No Easy Day, published on September 1st, topped the list, while The Hunger Games was the top-seller in the children and young adults’ category.
The above survey got me to thinking. My kindle shows advertising when it’s off. It seems to me that agents could buy space here, or portals that linked back to either homepages landing pages or particular product detailed pages. Print advertising for the 21 century.
About the Data: The Library Services Survey, conducted by the Pew Research Center’s Internet & American Life Project and funded by the Bill & Melinda Gates Foundation, obtained telephone interviews with a nationally representative sample of 2,252 people ages 16 and older living in the United States. Interviews were conducted via landline (n=1,127) and cell phone (n=1,125, including 543 without a landline phone). The survey was conducted by Princeton Survey Research Associates International. The interviews were administered in English and Spanish by Princeton Data Source from October 15 to November 10, 2012.
The Nielsen data covers sales from January 2 to December 2, 2012. Nielsen BookScan’s US Consumer Market Panel currently covers about three-quarters of the print book market, but does not track sales from Walmart.