This post comes from Scarborough Research:
According to new E-Reader Household data from Scarborough Research, the nine million adults within the four million households that own or plan to buy an e-reader device, 78% of adults in E-Reader Households read a newspaper in print or online during the past week, versus 71% of all adults. They are 11% more likely than the average adult to do so.
The study finds a strong relationship between e-reader devices and newspaper readership:
* 41% of adults in E-Reader Households visited a newspaper website during the past month, compared to 27% of total adults. They are 48% more likely than all consumers nationally to have visited a newspaper website during this timeframe;
* Adults in E-Reader Households are 9% more likely than all adults nationally to have read a printed newspaper during the past week. Nationally, 71% of adults in e-reader households read a daily or Sunday paper during the past week, versus 65% of all adults;
* 50% of these consumers read a Sunday printed newspaper on an average Sunday, as opposed to 46% of total adults.
Gary Meo, senior vice president of digital media and newspaper services for Scarborough Research, observes that “…(the) data confirms the emergence of E-reader devices as an important technology for millions of Americans and… a natural companion to newspapers… creating a new opportunity for publishers to monetize content… ”
Larry Kramer is the Founder and Former CEO of CBS Marketwatch.com. He was the first president of CBS Digital and sits on the Boards of Discovery Communications, Inc., American Media Inc., Freedom Communications, Inc., Answers Corp., Black Arrow Inc., and Harvard Business School Publishing. He is the author of the upcoming book C-Scape: Conquer the Forces Changing Business Today and runs a blog by the same name.