YouGov Plc : 04/01/2012 - Christmas 2011 - The Kindle Christmas

Christmas 2011 - The Kindle Christmas 1.3 million e-readers estimated to have been received at Christmas in Great Britain 92% of e-readers bought were Kindles

London: 4th January 2012. 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.

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YouGov's online research results were modelled by analysts in the Technology and
Telecoms Consulting Team to represent the entire GB adult population.
Commenting on the popularity of the e-reader, Marek Vaygelt, Head of Technology and Telecoms Consulting at YouGov said: "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.
Ends

For more information, please contact:

Lynda Hardy Maskell, PR Consultant T: + 44 (0)7979 646020 [e-mail]
Alex Burmaster PR Consultant T: [phone]
[e-mail]

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Marek Vaygelt, Head of Technology and Telecoms Consulting
T: [phone] E: [e-mail]
Giovanna Clark, PR and Marketing Executive
T: [phone] E: [e-mail]

Notes to editors:

1. All figures, unless otherwise stated, are modelled by YouGov Plc.
2. Total sample size was 2,012 GB adults aged 18+. Fieldwork was undertaken
28th December 2011 to 3rd January 2012. The survey was carried out online.
3. Market sizing data has been modelled by YouGov based on known demographics and online and offline purchasing patterns to represent the entire GB adult population.
4. It is possible that the numbers modelled in this analysis may underestimate sales of products gifted to children under 18; however YouGov believes these numbers to be relatively small.

About YouGov

YouGov is an international, full service market research agency offering added value consultancy, qualitative research, field and tab services, syndicated products such as the daily brand perception tracker BrandIndex, fast turnaround omnibus and comprehensive market intelligence reports. YouGov's sector specialist teams serve financial, media, technology and telecoms, FMCG and public sector markets. YouGov is considered a pioneer of online market research and has a panel of 2.5 million people worldwide, including over 350,000 people in the UK representing all ages, socio- economic groups and other demographic types. As the most quoted market research agency in the UK, YouGov has a well-documented and published track record illustrating the accuracy of its survey methods. For further information visit
www.yougov.com

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