Wealthy, wireless, wise

Mediamark Research & Intelligence (MRI), the research firm best known for its work in the periodical and advertising realm, recently released findings from a study of who owns the 2.1 million dedicated e-readers believed to be in use in these United States (the press release is available as a PDF on the firm’s web site). As publishers start to consider the audiences most likely to adopt e-reading, the findings are directionally interesting. MRI found that e-readers are:

Affluent. The average e-reader owner is 87 percent more likely than the average adult to have household incomes of $100,000 or more annually.

Untethered. This group is 199 percent more likely to access the Internet outside of the home via WiFI or wireless connection during a 30-day period. They are also said to be 154 percent more likely to have access the Internet using a cell phone or other mobile device.

Educated. The e-reader owner is 111 percent more likely to have a bachelor’s or post-graduate degree.

Male (more often). About 56% of the e-reader owners are … not women.

That MRI is looking at device owner profiles signals potential interest in the e-reader audience among magazine publishers and their advertisers. This has been reported elsewhere, as has the possibility of magazines making their own reading devices.

About Brian O'Leary

Founder and principal of Magellan Media Consulting, Brian O’Leary helps enterprises with media and publishing components capitalize on the power of content. A veteran of more than 30 years in the publishing industry and a prolific content producer himself, Brian leverages the breadth and depth of his experience to deliver innovative content solutions.

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