E-Readers have jumped onto the scene in a big way over the last year, with the iPad and Amazon Kindle Fire becoming the must have gifts of the 2011 holiday season. The population of bookshelves across the country are seeing less growth over the past year too, with more and more people purchasing their books on an e-reader. But what are the characteristics of the typical e-reader buyer, and could e-readers become the next big advertising platform in the years to come?
Consumers who were highly likely to purchase an e-reader were gift card recipients. This isn’t surprising, since gift cards practically scream to be spent on an affordable tech gadget… and seriously, who doesn’t mind spending someone else’s money on a product you may or may not like? E-readers are also poised to become the next emerging ad platform. More than 20 million e-readers were purchased in the U.S. by the end of 2011 (a 60 percent increase from 2010), which yields a 9 percent penetration rate among the U.S. adult population. By 2012 this number looks to be on track to hit 12 percent.
With the e-reader market only going up, there is a potentially lucrative marketing platform on the foreseeable horizon, and retailers are positioning to capitalize on it.
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