06 Dec 09 Why E-Book Readers Got More Male Buyers Than Female?
In a research conducted by Mediamark Research & Intelligence, it was found that more males than the females are using e-book readers in the United States. Why is it so? Why despite women being more into books and reading are not using electronic book reading devices? And why male members of society who read less than their female counterpart reads (or buys) more e-book readers?
The possible explanation to this could be their (male members) love for the gadgets or say everything that is electronic. And may be (here I am guessing), the men’s love for gadgets has put the other half of their life away from it. After all, it is the matter of attention: who is paying attention to what.
Research findings
- 56.3% of e-book are men, where as female constitutes the rest 43.7% of the readers.
- Adults aged between 35-54 are 20% more likely to buy an e-book readers.
- 87% of the e-book readers have annual household income of more than $100,000.
- 11% of the e-book reader are more likely to own their home in comparison to average US adult.
- 111% are more likely to have a graduate or post graduate degree than average American.
The study should also have concentrated on finding the following:
- How many e-book owners actually read books on the device?
- How many hours do they spend on reading anything on the reader?
- How does owning an e-book reader have affected their reading habit? Have they started to read more or got so intoxicated by the device that actual reading has gone down?
The result will then give the actual figure of e-book readership. The current study has just given a figure of how many people own an e-book reader.
Tags: Adults, Amp, Book Readers, Book Reading, E Book Reader, Electronic Book, Female Counterpart, Females, gadgets, Graduate Degree, Household Income, How Many People, Intelligence, Male Members, Mediamark Research, Paying Attention, Post Graduate, Readership, Reading Devices, Reading Habit, Research Findings, United States
25 Nov 09 Why the data between the newspaper readership and and advertising revenue is not complementing each other? why is such a huge gap?
Two recent studies: one done by Scarborough Research about newspaper readership and another by Newspaper Association of America has quote to different yet related information about the condition of the newspaper business in the United States.
The latest Integrated Newspaper Audience study by Scarborough Research has found that nearly three-fourth (74%) of American adults still read newspaper. Not only that, the readership of newspaper is found to be higher among educated and affluent class – indeed, this is not surprising, but despite all thee the revenue of newspaper is falling by 28% as revealed by the Newspaper Association of America in its recent data.
Findings of Scarborough Research
- 79% of adults with white-collar jobs read newspaper in print or online.
- 82% of adults that has household income of more than $100,000 read newspaper in print or online.
- 84% of people who have completed their graduation or have any advance degree reads newspaper in print or online.
According to the Newspaper Association of America total advertising revenue is down by 28% in the third quarter of 2009 in comparison to the revenue in the third quarter of 2008 (from $10.1 billion to $6.4 billion).
What does this mean?
This mean that despite users being confident about the content provided in the newspaper, advertisers are not playing ball. They are not investing. In my view there could be two reasons for that:
- Advertisers have started to believe that one who reads newspaper do not pay any particular attention to the ads inserted in it, or they are too forgetful to remember anything once they put the newspaper down.
- They have become cautious of greenery shown by Madison Avenue, as unlike the Internet, they have no way of knowing who is viewing what.
The newspaper industry needs to learn to provide measurable value, if it does not want to become extinct.
Tags: 1 Billion, Ads, Advance Degree, Advertisers, Advertising Revenue, American Adults, Audience, Gap, Graduation, Greenery, Household Income, Investing, Madison Avenue, Measurable Value, Newspaper Advertising, Newspaper Association Of America, Newspaper Readership, Scarborough Research, United States, White Collar Jobs
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