Hard copy books haven't become a dinosaur just yet — consumers are still reading print versions. In fact, according to a March 2014 study by Harris Interactive, U.S. internet users were far more likely to only read printed books than ebooks or a mix of the two.
When asked about their attitudes toward reading printed books vs. ebooks, nearly half of respondents said they only read print books. This was far ahead of other responses, with loyal ebook readers grabbing just 6% of the total, and was also the top response across all age groups studied. In all, around one-fifth of respondents favored ebooks over hard copy versions.
Of course, in this digital age, ebooks were still a majority activity; 52% of respondents in Harris Interactive's survey said they read any ebooks.
However, January 2014 polling by Pew Research Center’s Internet Project found far lower ebook usage among U.S. consumers in general. Out of the 76% of respondents who had read a book in the past year, nearly seven in 10 had read a physical book, while just 28% had read an ebook.
In the end, Pew’s study found that those who did use ebooks were using the devices to supplement, not replace, printed books.
Ad-ology Research has discovered that avid readers are significantly more likely than average to enjoy additional leisure activities, such as writing/blogging, sewing, and travel. To that end, book readers are 45% more likely than average to plan a trip to a museum, 35% more likely to visit a state or national park, and 56% more likely than the average consumer to purchase sewing or craft supplies during the next 12 months. In addition, this audience is significantly more likely than the average consumer to support companies that sponsor a favorite sports team or athlete.
AudienceSCAN data is available as part of a subscription to Ad-ology PRO. Media companies can access AudienceSCAN data through the Audience Intelligence Reports in AdMall.