Tablet and e-reader ownership is soaring — especially among wealthy, educated, middle-aged Americans.
That’s according to a new Pew survey that found tablet and e-reader ownership nearly doubled — from 10 percent to 19 percent — over the holidays. Overall the number of Americans with a tablet device went from 18 percent to 29 percent.
Falling prices were a big factor, with the Kindle Fire and Nook Tablet arriving at roughly half the price of Apple’s iPad, and new e-readers appearing under $100, Pew Research Center’s Internet & American Life Project said in its release.
The most striking finding, though, was the rate of tablet ownership in the upper class.
Some 36 percent of households earning over $75,000 had “tablet computers” in mid-January, up from 22 percent in mid December. Ownership falls to 16 percent among households making $30,000 to $49,999, and 8 percent among households earning below $30,000.
Lower prices may be changing the situation. Ownership in less affluent households doubled over the holiday season as average prices in the category fell.
Here are a few charts from the report. The footnotes say the January results have a 2.4 percent margin of error.