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eReaders double in the US, tablets reach 8%

eReader ownership has doubled in the US during the past year from 6% to 13% penetration, while smartphone usage has gone up from 33% to 39%


Published: 9 June, 2011


eReader ownership has doubled in the US during the past year from 6% to 13% penetration, while smartphone usage has gone up from 33% to 39%. This came out of a survey we quoted last week and when we asked for a review copy of the Consumer Electronics Association’s 13th Annual Household CE Ownership and Market Potential Study, instead they sent us a few more facts and statistics out of the study, so here they are.

Our last piece mentioned that spending on CE over the past 12 months is down for both individual consumers (18% decrease) and households (15% decrease).

The top products consumers are planning to buy next year are HDTVs, smartphones, digital cameras and laptop computers with about 20% expecting to buy one of these during 2011.

As we have predicted since the launch of the iPad, desktop computer ownership is on the decline (down 6% since 2010) while ownership of laptop computers, netbooks and e-readers increased and now 8% of consumers now own a tablet computer.

Surprisingly portable GPS systems continue to avoid smartphone cannibalization and now 44% of US households own portable GPS systems. This product remains one of the top automotive devices consumers plan to purchase in 2011.

Gaming has also reached an all-time high with over half of US households now owning a video game console at 62 million. The average gaming household has 2 video game consoles.

The CEA says that over 28 million homes (25%) subscribe to movie rental services, a growth of 40% over 2010, much of which is down to Netflix.


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