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Harris Interactive:电子阅读设备继续增长,推动图书消费

电子书阅读比例在升高

电子书设备市场是一个让人比较关注的市场,2011年夏季,15%的美国人称他们拥有像Kindle,iPad或Nook这样的电子书设备用来阅读,85%的人则没有。往前7个月,该数量几乎翻番-现在有3/10的美国成年用户(28%)使用这些设备来阅读图书,而72%则没。

阅读电子书的年龄群体差异不大

根据对The Harris Poll 针对2,056 的在线用户调研显示和其他新的技术不一样的是,电子阅读使用年龄差异不大。在18-35岁和36-47岁的用户中,有30%在使用电子阅读器,该比例在年龄67以上的人群中只微降至28%,48-66的人群中则为24%。

电子阅读器预购度下降

展望未来,13%的美国人成他们会在6月内购买一台电子阅读设备,77%则不考虑,10%不确定;而在去年7月份,15%的美国人打算在未来6个月购买电子阅读器设备。

电子书设备推动电子图书消费

电子书设备用户群的增长确实有利于那些从事电子出版的企业。在那些使用电子阅读器的人群中,29%说他们平均每年阅读超过20本书,1/5的人说他们阅读图书的数量在11-20本,1/4的用户阅读的数量则在6-10本之间,也就是说3/4的电子书用户平均每年阅读6本以上的图书。而在那些不使用电子书的群体中,18%几乎不阅读图书,19%阅读数量在1-2本左右,21%阅读3-5本,也就是说3/5的非电子书用户平均每年阅读的书本少于5本。

购买行为也相似,超过1/3的不使用电子书的用户称他们没购买过任何图书,1/5的人电子书用户平均每年购买超过20本书,21%的用户平均购买11-20本。

纸质书籍要消亡了吗?可能还不会,但至少它会变得越来越少了。

TABLE 1

USE E-READER

“Do you use an electronic reader device, such as a Kindle, an iPad or a Nook, to read books?”

Base: All adults

 

Total

2010

Total

2011

Total

2012

Region

Echo Boomers (18-35)

Gen. X (36-47)

Baby Boomers (48-66)

Matures (67+)

%

%

%

%

%

%

%

Yes

8

15

28

30

30

24

28

No

92

85

72

70

70

76

72

Note: Percentages may not add up to 100% due to rounding; The 2011 data was collected in July and the 2012 data in February

TABLE 2

LIKELY TO GET AN E-READER

“How likely do you think you will be to get an e-reader device within the next six months?”

Base: Adults who do not use an e-reader

 

Total

2010

Total

2011

Total

2012

Region

Echo Boomers (18-35)

Gen. X (36-47)

Baby Boomers (48-66)

Matures (67+)

%

%

%

%

%

%

%

Likely (NET)

12

15

13

13

16

14

8

Very likely

3

4

3

3

2

4

5

Somewhat likely

9

11

10

10

15

10

4

Not likely (NET)

80

76

77

77

71

79

80

Not very likely

21

25

2

28

22

28

33

Not at all likely

59

50

50

49

49

51

47

Not at all sure

8

10

10

8

13

7

11

Note: Percentages may not add up to 100% due to rounding; The 2011 data was collected in July and the 2012 data in February

 

TABLE 3

BOOKS READ IN A YEAR

“How many books do you typically read in an average year? If you are not sure, please use your best estimate.”

Base: All adults

 

Total

2010

Total

2011

Total

2012

e-Reader

Uses

Does not use

%

%

%

%

%

0

9

15

14

2

18

1-2

14

14

15

7

19

3-5

20

20

19

16

21

6-10

16

15

19

24

16

11-20

21

16

14

21

11

21+

19

20

19

29

15

Note: Percentages may not add up to 100% due to rounding; The 2011 data was collected in July and the 2012 data in February

 

 

TABLE 4

BOOKS PURCHASED IN PAST YEAR

“How many books have you purchased in the past year? If you are not sure, please use your best estimate.”

Base: All adults

 

Total

2010

Total

2011

Total

2012

e-Reader

Uses

Does not use

%

%

%

%

%

0

21

32

29

10

36

1-2

17

17

15

11

17

3-5

22

17

19

21

18

6-10

17

15

14

18

13

11-20

11

10

12

21

9

21+

12

9

11

20

8

Note: Percentages may not add up to 100% due to rounding; The 2011 data was collected in July and the 2012 data in February

 

Methodology

This Harris Poll was conducted online within the United States between February 6 and 13, 2012 among 2,056 adults (aged 18 and over). Figures for age, sex, race/ethnicity, education, region and household income were weighted where necessary to bring them into line with their actual proportions in the population. Propensity score weighting was also used to adjust for respondents’ propensity to be online.

All sample surveys and polls, whether or not they use probability sampling, are subject to multiple sources of error which are most often not possible to quantify or estimate, including sampling error, coverage error, error associated with nonresponse, error associated with question wording and response options, and post-survey weighting and adjustments. Therefore, Harris Interactive avoids the words “margin of error” as they are misleading. All that can be calculated are different possible sampling errors with different probabilities for pure, unweighted, random samples with 100% response rates. These are only theoretical because no published polls come close to this ideal.

Respondents for this survey were selected from among those who have agreed to participate in Harris Interactive surveys. The data have been weighted to reflect the composition of the adult population. Because the sample is based on those who agreed to participate in the Harris Interactive panel, no estimates of theoretical sampling error can be calculated.

These statements conform to the principles of disclosure of the National Council on Public Polls.

 

The results of this Harris Poll may not be used in advertising, marketing or promotion without the prior written permission of Harris Interactive.


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