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Kindles and Ipads dominated Christmas

Gadgets filled many stockings
Thu Jan 05 2012, 09:06

FORGET LUMPS OF COAL AND SATSUMAS, this was a Kindle Christmas where one in 40 UK citizens got an ebook reader as a gift.

Figures from Yougov show that one in 40 UK adults was gifted with an e-reader over the holidays, making them rather popular indeed. Yougov estimates that over 90 per cent of all 1.33 million e-readers given were Kindles, which is bad news for every maker of e-readers except Amazon.

The majority of Kindles made their way into women's hands, 61 per cent, according to the figures, and people over 55 were twice as likely to get one as younger people.

"This is finally the year when the late-medieval technology of the printing press was challenged by a 21st Century, digital alternative," said Marek Vaygelt, head of technology and telecoms consulting at Yougov.

"Amazon has done a remarkable job of selling the benefits of e-readers and the upside for the publishing industry is that it appears e-reader owners, at least in the early days, buy more e-books than the printed books they purchased before acquiring an e-reader."

It was also a good year for Apple's Ipad, and 72 per cent of tablets given over the holiday period carried the Apple logo. Again women were most likely to be opening up the Ipad packaging on Christmas Day, which only confirms that present buying men can be rather unimaginative.

People in London were most likely to be given an Ipad for Christmas, the survey found. µ


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