Tablet and eReader ownership surged over 2011 holidays

Chris Davies - Jan 23, 2012
Tablet and eReader ownership surged over 2011 holidays

Tablet and ereader market share in the US almost doubled after strong holiday 2011 sales, new research suggests, with 19-percent of adults now owning at least one of the devices. Lowered cost of dedicated ereaders contributed to the increased demand, Pew Research claims, while low-cost tablets such as the NOOK Tablet decreased the cost of entry to slates and helped drive demand for Android models.

Pew conducted surveys among 2,986 people aged 16+ between November 16 and December 21, finding 10-percent of those questioned owned a tablet and 10-percent owned an ereader. That increased to 19-percent apiece when Pew resurveyed earlier this month, consulting 2,008 people overall.

"These findings are striking because they come after a period from mid-2011 into the autumn in which there was not much change in the ownership of tablets and e-book readers" Pew suggests. "However, as the holiday gift-giving season approached the marketplace for both devices dramatically shifted."

Interestingly, the results appear to also contradict suggestions that tablets - with ereader functionality as one of many abilities - would all but destroy the dedicated ereader market.

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