eBooks are reshaping the publishing industry as millions of
Britons choose e-Readers over traditional paperback
books. Latest insight from Kantar Media's TGI survey reveals
6.2 million British adults, 15+, own an e-Reader. So who are these
- They have an average family income of £37,000 - 25% higher than
- In terms of employment, they are 82% more likely than the
average British adult to be a director or senior
- They are also more likely to have invested money in their own
business and own stocks and shares, highlighting their commercial
- eBook consumers are "early adopters" who are keen to stay ahead
of the curve. They are 49% more likely than the average
British adult to love buying new gadgets and appliances. They are
also 47% more likely to buy products before most of their
- They are more likely to spend money without thinking, enjoy
eating out and are prepared to pay more for good quality wine
and environmentally friendly products.
This goes some way to explain what is driving these consumers,
but TGI's newly released WHY Code data goes
further to reveal the underlying values of consumers as well as
their conscious motivations.
For example, the WHY Code data reveals that e-Reader owners are
almost three times as likely as the average British adult to cite
'innovation' as the most important factor when buying a new
electronic item. This hints at their desire to be equipped with the
latest technology and suggests that a love for literature is
not necessarily all that is driving consumers to purchase
e-Readers. Therefore, rather than just converting paperback
book-lovers, e-Readers could be reaching a whole new audience who
may not have previously picked up a book.
To read more about the eBook consumer visit the Kantar Media TGI website.