A Kindle Christmas

A Kindle Christmas
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New UK research estimates 1.3m e-readers were gifted for Xmas 2011 – with 92% Amazon Kindles

2011 was definitely the 'Kindle Christmas', the latest post-Christmas research from YouGov's Technology and Telecoms analysts shows, as e-readers and tablets were generally a popular choice to give as a present this Christmas.  

Between 28th December 2011 and 3rd January 2012, YouGov asked 2,012 adults in the UK what presents they had personally received or treated themselves to over the Christmas period, and the online research results were modelled by analysts in the Technology and Telecoms Consulting Team to represent the entire GB adult population.

  • Our data indicates that 1 in every 40 adults in Great Britain received an e-reader as a Christmas present, either bought for them as a gift, or as a present for themselves
  • And of the 1.33 million e-readers gifted at Christmas, 92% were Kindles, making Amazon's e-reader the most popular choice this Christmas
  • 61% of Kindles were received by women
  • Over 55 year olds were twice as likely as 18-24 year olds to receive one

 

Commenting on the popularity of the e-reader, Marek Vaygelt, Head of Technology and Telecoms Consulting at YouGov said: 'This is finally the year when the late-medieval technology of the printing press was challenged by a 21st Century, digital alternative. 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.'

Tablet popularity

Tablet sales were also buoyant at Christmas. YouGov's modelling suggests that over 640,000 tablets were gifted to adults:

  • 72% of them were Apple iPads
  • And 60% of the Apple products were gifted to women

Non-Apple-branded tablets were relatively more popular with men but even so the gender break was close to being even (women = 47%).

Londoners had the greatest likelihood of receiving an iPad but were least likely to have received a Kindle; other e-reader brands were relatively more successful in the capital.

Market sizing data has been modelled by YouGov based on known demographics and online and offline purchasing patterns to represent the entire GB adult population.

It is possible that the numbers modelled in this analysis may underestimate sales of products gifted to children under 18; however YouGov believes these numbers to be relatively small.

 

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