The Kindle was revealed as the most popular device with 24% of those who had downloaded an e-book saying they had used the Amazon e-book reader. The iPhone was revealed as playing an important role in the e-reading market: 19% of downloaders use one to read digital content, with 13% saying that it is the device they use most often.
The Kindle has overtaken the Sony Reader as the dominant dedicated e-reader in users' hands. The figures suggest that of the 6.5m adults who own e-readers, 3.5m own Kindles, while 2m own Sony e-Readers. It also points to 3m iPads having been sold in the UK in total, 2m over Christmas.
The survey also revealed that 61% of those who had received an e-reader for Christmas had downloaded a paid-for e-book, with the average debutant having bought 5.9 e-books. The figures, for new e-reader owners and average purchase, suggest that as many as 10m e-books have been sold in the UK since Christmas, compared with 18.6m print books sold over the same period.
The research covers the period from Christmas Day, 25th December 2010, to 31st January 2011. It sampled over 2,076 respondents, weighted to be representative of the national population.
Read more: E-reader market doubles over Christmas in the UK: "