among college students, according to findings of a new study by OnCampus Research that helps companies better understand the college market."With all the attention given to e-books and e-readers, particularly as to their use in higher education, we wanted to cut through all the speculation and put hard numbers to it," says OnCampus Research Manager Elizabeth Riddle. "It seems that the death of the printed book, at least on campus, has been greatly exaggerated, and that dedicated e-readers have a way to go before they catch on with this demographic. The college-aged market is definitely a growth opportunity for companies providing digital educational products."
The OnCampus Research Electronic Book and E-Reader Device survey, conducted in early October, found that only 13% of college students had purchased an electronic book of any kind during the previous three months. Of that percentage, slightly over half (56%) stated that the primary purpose of their e-book purchase was required course materials for class.
Overwhelmingly, students are reading e-books on a computer rather than a dedicated e-reading device. In fact, 92% of students indicate they currently do not own an e-reader, and of those, 59% said they don't plan to purchase one in the next three months.
Approximately 77% of the students who said they recently purchased an e-book indicated that they used a laptop computer or Netbook to read it. Desktop computer was the second most popular choice (30%), followed at 19% by a smartphone, such as an iPhone, Blackberry, or Android. Another 19% reported using an e-reader like a Kindle or Nook. A tablet computer, such as an iPad, was the least common reading device used by students, selected by only 4% of respondents.
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