United States, the reading lights have more rating than the tablets

In one study, 12% of Americans possessing an electronic reading light twice that six months ago. However, the market is slow to take off the shelves, with only 8% of users.

Electronic reading lights are trying to find their audience. A study in May 2011 [PDF] by the American institute Pew Research Center, 12% of Americans own one. a figure twice as high as six months ago.

The study is also interested in holding a touch pad like the iPad or Galaxy Tab. The market does not know the same growth: 8% of American adults have one or 3% more than in November 2010. But growth is slowing. In addition, only 3% of the population has fallen for two types of terminals at once.

Owners of Tablet younger

The study, conducted on a sample of almost nearly 2300 Americans over age 18, also seeks to define the profile of the owners of these terminals. The reading lights rather seduce the 30-49 age group, followed closely by 50-64 years, and are mostly in homes with children. In November 2010, they were mainly present in households with incomes over 50,000 dollars a year. But in the last six months, homes are earning over 75,000 dollars that have boosted growth, since this category has grown from an equipment rate of 12% at a rate of 24% during this period .

Shelves seduce an audience quite different, since it is 18-29 years who are most fond of. But considering the price of these objects, their owners are primarily from the highest income category (more than 75 000 dollars). And it is for most men, a gender that is not found among users of reading light.