People who own or plan to buy an e-reader such as the Kindle or Nook -- and there are nine million adults in that demographic -- are a ready-made audience for newspapers, according to a study released Wednesday by Scarborough Research.
Scarborough found that fully 78% of adults in so-called “e-reader households,” which number about four million, read a newspaper in print or online within the past week. That compares with 71% of all adults. E-Reader Households are 11% more likely to read a newspaper regularly than an average adult.
While just 27% of all adults report visiting a newspaper Website within the past month, 41% of adults in e-reader households did so, making them 48% more likely than all consumers nationally to have visited a newspaper website during that timeframe.
Adults in e-reader households are also 9% percent more likely than all adults nationally to have read a printed newspaper during the past week. Nationally, 71%t of adults in e-reader households read a daily or Sunday paper during the past week compared with 65% of all adults.
And half of adults in e-reader households read a Sunday print newspaper on an average Sunday compared with 46% of all adults.
"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."
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