The overwhelming majority of eReader owners interviewed in the 12 months ending October 31, 2010 (75%) had read a book on their device in the last six months, compared to newspapers (18%) and magazines (15%).
It seems that 55% of eReader owners have a annual household income of around $100,000. The Survey also also observed a large shift in the male and female demographic of e-Reader owners. In the March-October 2009 survey period, 56% of eReader owners were male and 44% were women. The most recent data show that now 49% of eReader owners are male and 51% are women.
More gender gaps were very evident with men 43% more likely than women to have read a newspaper or magazine on their e-readers, and women 23% more likely to have read an ebook.
The group is also preparing a report on Tablet Computer usage and the coloration between people who have e-readers and those who participate in social networks.