The Economist’s own research reveals that 28% of its readers already own a tablet, with a further 23% expecting to own one within a year.
A survey of the Economist’s US subscribers asked those aged over 40 how they read the Economist – more than 95% said they read it in print. But when asked how they expect to read it in two years’ time, the number expecting to do so in print fell to 35%.
“I’ve never seen a statistic like it,” Rashbass said.
Related: Joshua Benton at Nieman Lab points out a problem for news organizations trying to plan investments in e-books and Kindle editions: Amazon never discloses how many e-readers it has sold. “If sales numbers really are impressive,” he challenges Amazon, “shout them from the rooftops!”