Well, that means 66% DO use the mobile device for reading books...And that is a great percentage!

Since the advent of the eReaders, tablets and other multitask mobile gadgets, I have felt they would encourage more reading...and especially spur book reading...if for no other reason than to be able to utilize the new fad gadgets.

I was right. And their presence has also resulted in the resuscitation of the publishing industry as a whole!

Another reason for this particular post tonight is to introduce those of you who aren't already aware to Simba Information, publisher of the "Book Publishing Report" and dealing in market intelligence RE the media and publishing industry.

This fine Simba report about eReaders comes from a Marketwire press release through Yahoo Finance:

Media and publishing market forecast firm Simba Information, publisher of the "Book Publishing Report" newsletter, has estimated about 35% of iPad owners haven't used the devices to read e-books. The estimate is based on the preliminary findings from a nationwide survey of over 1,800 respondents, who were selected on a nationally representative basis.

"The fact that over a million iPad buyers haven't used the gadget for e-books shows that not all new gadgets equate to a new e-reader," says Michael Norris, senior trade book analyst at Simba Information. "Research has already shown us that with multi-use devices, reading falls down on the list of things to do."

Ongoing proprietary surveys which feed into the "Book Publishing Report" have been amended over the years to include Barnes & Noble's Nook, Apple's iPad and other devices as they've been added to the landscape. With historical data available on some of the older devices like Amazon's Kindle and the PC, Simba has been able to track the changing popularity of e-readers.

"It isn't likely the U.S. market can support scores of dedicated e-book reading devices since so many consumers only buy a small number of books in a given year and the book buying public isn't turning toward e-books as rapidly as most think," said Norris. "However, the current crop of devices available (including the iPad and the iPhone) provides different types of value and trade-offs to diverse consumers; ongoing surveys show that the idea of there ultimately being 'one device to rule them all' is false."

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