Almost 50% of Parents Plan to Give Children Ereaders This Holiday Season - eMarketer
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Almost 50% of Parents Plan to Give Children Ereaders This Holiday Season

As ereader- and ebook-related gifts grow in popularity, so does the youngest ereader audience

Nearly half of US parents will be wrapping ereading devices this holiday season, according to an October 2013 study by PlayCollective with Digital Book World. Polling found that 46% of US adults with children ages 2 to 13 who read ebooks planned to purchase a device on which their children could consume such content. And the majority of those ereaders would belong primarily to the recipient, meaning those children would have constant access to their ereading device.

Ereading-related gift-giving doesn’t stop there. PlayCollective determined that almost three-quarters of parents surveyed intended to give their children ebooks to use with their ereaders this holiday season. This was 7 percentage points higher than parents who planned to make such a purchase last year, when just two-thirds said their children would receive ebooks.

US Parent Ebook Readers Who Intend to Purchase an Ebook vs. Device* for Their Child this Holiday Season, 2012 & 2013 (% of respondents)

As ereaders become the favored method of book consumption—and preferred gifts for parents to give their children—the US 11-and-under ereader population will continue to expand. eMarketer expects this age group to fuel overall growth in the ereader user audience, with double-digit gains in 2013 and continued strong increases over the next four years.

US Ereader User Growth, by Age, 2011-2017 (% change)


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