Among the 2.1 million US adults who own electronic book readers, 56.3% are men and 43.7% are women. In addition, adults age 35-54 are the "sweet spot" for this product and are 20% more likely than average to own an electronic book reader.
E-book owners are 116% more likely than average to be heavy Internet users. Moreover, they are 199% more likely to have accessed the Internet using a Wi-Fi or wireless connection outside the home and 154% more likely to have accessed the Internet using a cell phone or other mobile device.
Other key attributes of e-book owners:
* 11% more likely than average to own their home
* 87% more likely to have a household income of $100,000 or higher annually
* 111% more likely to have obtained a Bachelor's or post-graduate degree
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