Who Reads E-Books? An Analysis Of Key Factors In E-Book Reading In The U.S.
With the rapid increase in the number of e-book readers, researchers have become more and more interested in the factors that impact digital reading, because these factors are not only useful for marketing segmentation, but also important for optimizing marketing campaigns of an e-reader device company and the entire digital-publishing industry. In this paper, we perform stepwise linear regressions and independent sample t-tests (for differences in means) to determine the key factors in e-book reading behavior, and analyze how these factors affect e-book reading.
Authors wishing to include figures, tables, or text passages that have already been published elsewhere are required to obtain permission from the copyright owner(s) for both the print and online format and to include evidence that such permission has been granted when submitting their papers. Any material received without such evidence will be assumed to originate from the authors.