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About Dick Stroud

Dick Stroud is the founder of 20plus30, a consultancy specialising in marketing to older consumers. He is the UK’s leading expert in understanding the implications of physical ageing on the way older people behave and the products they buy.

Marketing to the Ageing Consumer
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50-Plus Marketing

News, views and opinions about the most powerful group of consumers - the 50-plus market.

Friday, February 18, 2011

Over-50s own more e-readers than their kids

More people aged over 55 own e-readers than the younger generation, according to a new study on digital reading habits.

Data from a research company OnePoll suggests that 6% of readers in the over-55 category–equivalent to 500,000 people–own a digital device to consume literature in comparison to just 5% of those aged 18–24.

Another 18% of the over-55's surveyed said they plan to invest in an e-reader in the next 12 months.

The survey covered 2,000 people aged 50-plus.

Hmmm. As much as I instinctively agree with the results I would like to see the data from the e-book reader manufacturers. Also, with this size of survey I cannot believe you can be confident of a 1% difference. Dick Stroud

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