Understanding eBook users

Consumer // Leisure 19.11.2012

Richard Poustie

Head of TGI UK & Western Europe, Kantar Media…

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6.2 million British adults own an e-Reader, so who are these eBook owners?

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 eBook owners?

  • They have an average family income of £37,000 - 25% higher than the average. 
  • In terms of employment, they are 82% more likely than the average British adult to be a director or senior official. 
  • They are also more likely to have invested money in their own business and own stocks and shares, highlighting their commercial aptitude.
  • 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 friends. 
  • 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.

Source : Kantar Media

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