Hispanic Audience Turning Up On E-Readers, Tablets

Tablets may have more glamour — but e-readers are proving more popular so far this year, according to a new survey by the Pew Research Center’s Internet & American Life Project. The number of U.S. adults owning an e-reader has doubled from 6% to 12% between November 2010 and May 2011, while tablet penetration during that period has increased only from 5% to 8%.

And despite the release of scores of new tablet models in 2011, tablet ownership since January has only inched up from 7% to 8%.

“We were a little surprised that tablets didn’t keep pace with e-readers, but our guess is that some people are waiting on the tablet market to settle out a bit to see what their options are before making a purchase,” said Kristen Purcell, associate director for research at the Internet & American Life Project and author of the study. She added that the lower cost of e-readers generally requires less of a financial commitment, making them popular holiday gifts.
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