By Marek Vaygelt

The latest post-Christmas research from YouGov’s Technology and Telecoms analysts shows that while e-readers and tablets were generally a popular choice to give as a present this Christmas, 2011 was definitely the ‘Kindle Christmas’. In fact, YouGov data indicates that 1 in every 40 adults in Great Britain received an e-reader as a Christmas present, either bought for them as a gift, or as a present for themselves.

Between 28th December 2011 and 3rd January 2012, YouGov asked 2,012 adults in the UK what presents they had personally received or treated themselves to over the Christmas period. A result of this research, when interpreted, indicates that of the 1.33 million e-readers gifted at Christmas, 92% were Kindles, making Amazon’s e-reader the most popular choice this Christmas.

YouGov’s online research results were modelled by analysts in the Technology and Telecoms Consulting Team to represent the entire GB adult population.

This is finally the year when the late-medieval technology of the printing press was challenged by a 21st Century, digital alternative. 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.

In line with the demographics of book purchasing in the UK, 61% of Kindles were received by women, with over 55 year olds twice as likely as 18-24 year olds to receive one.

Tablets popular with women and Londoners

Tablet sales were also buoyant at Christmas. YouGov’s modelling suggests that over 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 but even so the gender break was close to being even (women = 47%).

Londoners had the greatest likelihood of receiving an iPad but were least likely to have received a Kindle, although other e-reader brands were relatively more successful in the capital.

About the author

Marek Vaygelt, Head of Technology and Telecoms Consulting at YouGov.