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1.33 million eReaders given to Brits this Christmas

YouGov calls it a 'Kindle Christmas'

One in every 40 Brits either received or treated themselves to an eReader over the festive period, says YouGov.

According to the research firm, December 2011 was a "Kindle Christmas" as of the 1.33 million eReaders gifted, 92 percent were Amazon Kindles.

"This is finally the year when the late-medieval technology of the printing press was challenged by a 21st Century, digital alternative," said Marek Vaygelt, head of technology and telecoms consulting at YouGov.

"Amazon has done a remarkable job of selling the benefits of eReaders and the upside for the publishing industry is that it appears eReader owners, at least in the early days, buy more eBooks than the printed books they purchased before acquiring an eReader."

YouGov said nearly two thirds (61 percent) of the Kindle had been received by women, which is in-line with the demographics of book purchasing in the UK. Furthermore over 55 year-olds are twice as likely as 18 to 24 year-olds to receive an eReader.

640,000 tablet PCs were given to adults as gifts over the Christmas period, with Apple iPads making up more than seven in ten (72 percent) of them. Of all Apple devices given as gifts this festive period, 60 percent were gifted to women. YouGov also said Londoners had the greatest likelihood of receiving an iPad but were least likely to have received a Kindle, although other eReader brands were relatively more successful in the capital.


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