Profile of Ebook Owners

Link to December MarketingProfs post, "E-Books Attract Internet-Savvy, Educated". (via Resource Shelf)

Excerpt: E-book owners are 116% more likely than average to be heavy Internet users. Moreover, they are 199% more likely to have accessed the Internet using a Wi-Fi or wireless connection outside the home and 154% more likely to have accessed the Internet using a cell phone or other mobile device.

Other key attributes of e-book owners:

• 11% more likely than average to own their home

• 87% more likely to have a household income of $100,000 or higher annually

• 111% more likely to have obtained a Bachelor's or post-graduate degree

"Clearly, users of the current generation of e-readers are highly educated, upscale, and Internet savvy," said Anne Marie Kelly, SVP, Marketing & Strategic Planning, at Mediamark Research & Intelligence. "With Sony preparing to ship its Reader Daily Edition and Barnes & Noble about to enter the market with its Nook product, it will be interesting to see how quickly e-books catch on in greater numbers with the more mainstream population."