At least, that’s what one survey suggests.
The UK based market research firm Yougov has released the results of their latest survey today. Based on responses from 2,012 UK consumers, Yougov found that 1 in 40 had given or received an eReader for Christmas. The survey also showed that a full 92% had give Kindles, which suggests that Amazon is about to dominate the UK market even more than they dominate the US market.
And as you can see from the chart below, far more Kindles were believed to have been given as a gift than iPads. Given the significantly higher price, that should come as no surprise.
“This is finally the year when the late-medieval technology of the printing press was challenged by a 21st Century, digital alternative,” said Marek Vaygelt, head of technology and telecoms consulting at YouGov.
“Amazon has done a remarkable job of selling the benefits of e-readers and the upside for the publishing industry is that it appears e-reader owners, at least in the early days, buy more e-books than the printed books they purchased before acquiring an e-reader.”
The survey also showed that women were the main recipients, with 61% of Kindles going to them. Senior citizens also got a lot of Kindles this past season, and they were over twice as likely as 18 to 24 year olds to get one.
While these numbers sound impressive, it’s important that we not that this is just an extrapolation. Only 2 thousand people were asked about their purchases, and the million plus eReaders number is not much more than a guess.