It’s not surprising that the same adults affluent enough to buy an e-reader, such as a Kindle or Nook, also still read newspapers.
“Scarborough Research found that fully 78 percent of adults in so-called ‘e-reader households,’ which number about 4 million, read a newspaper in print or online within the past week,” Editor & Publisher says. “That compares with 71 percent of all adults. E-reader households are 11 percent more likely to read a newspaper regularly than an average adult.”
Adults in e-reader households are also 9 percent percent more likely than all adults nationally to have read a printed newspaper during the past week, and 48 percent more likely than all consumers nationally to have visited a newspaper website within the past month.
“E-reader devices are becoming an important technology for millions of Americans, and our data confirms their emergence as a natural companion to newspapers,” said Gary Meo, senior vice president of digital media and newspaper services for Scarborough Research. “At this point, many newspaper publishers are determining strategies for making their content available on e-reader devices, and this is creating a new opportunity to monetize content and increase readership.”