According to a new study by media research firm Affinity, the growing range of connected gadgets on the mainstream market is attracting distinct audiences – e-readers are for baby boomers, PC tablets for Gen Xers, and smartphones for millennials, Media Post reported.
There’s a mobile device for every generation.
Affinity’s American Magazine Study surveys more than 60,000 consumers every year across print and digital channels. This year it found that 12 percent of U.S. adults currently own an e-reader, which echoes with the recent data on e-reader adoption by the Pew Research Center. 54 percent of e-reader owners are female, the study found.
Among the 58.6 million boomers between age 50 to 64, 8.2 million have e-readers, which make them 19 percent more likely to have one than the average consumer. Moreover, 10 million plan to buy one in the next six months. 92 percent use the device at home, 13 percent at work, and 36 percent on the go, according to Affinity.
Gen Xers, between 30 and 49, are most likely to own tablets. They’re 16 percent more likely to buy the devices than average. Currently more than 9 percent of Gen Xers has a tablet PC, while 24 percent, or about 21 million, plan to buy one. Overall, 8 percent of all U.S. consumers own tablets. Men are more likely to have tablets than women, with 52 percent versus 48 percent.
Millennials, or echo boomers, who are under the age of 30, are the most likely to own a smartphone. They are 28 percent more likely to be smartphone owners than average. 54 percent of the 25 million population has it and 18 percent plan to buy one in the next six months, Meida Post reported.
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