One in every 40 adults in the UK received an e-reader as a Christmas present.

More than one million e-readers and more than half a million tablet devices were received as gifts over Christmas, according to research released today, with Amazon and Apple the leading suppliers of e-readers and tablets respectively.

According to the analysis one in every 40 adults in the UK received an e-reader as a Christmas present. The data, based on a YouGov survey of 2012 adults in the week after Christmas, indicated that 1.33 million e-readers were gifted over the festive period, 92% of which were Kindles, making Amazon’s e-reader the most popular choice this Christmas.  The research suggests that just over 100,000 rival e-readers were sold.

The research showed the devices were more popular with women than men, with 61% of people receiving them being women. The results also showed an age-bias, with Amazon’s Kindle being twice as popular with the over-55 age group than the 18-24 age group.

Tablet sales were also buoyant at Christmas. YouGov's modelling suggests that more than 640,000 tablets were gifted to adults, 72% of them Apple iPads with 60% of the Apple products being gifted to women. Non-Apple-branded tablets were relatively more popular with men.


 The survey was taken between 28th December 2011 and 3rd January 2012.


More than one million e-readers sold over Christmas:

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