Consumers find it easier to e-read

Consumers are switching on to the possibilities of digital reading, swapping physical books for the screens on their tablets, e-readers and laptops.

According to a recent survey by Gartner Inc, 52 percent of tablet and iPad users find it easier to read text on their digital display than in printed texts. A further 42 percent of tablet owners said the reading experience is about the same on both mediums.

Digital text consumption is now virtually on par with print consumption, but that doesn't mean e-books and digital texts will replace printed literature anytime soon.

"There are concerns that digital media will cannibalize print media, based on the general decline in newspaper sales and take-up of online news services in many parts of the world, but the evidence from our research is that print and online are not generally regarded as direct substitutes by consumers," said Nick Ingelbrecht, research director at Gartner. "Something more complicated than a straightforward substitution of print to digital media is taking place."

Many respondents stated that they prefer the digital screens of tablets and e-readers to printed text, but laptop users did not concur. Forty-seven percent of laptop users said they find it harder to read content on their computer screen than in a book. Thirty-three percent of laptop owners said the reading experience is about the same.

Age is a defining factor in reading preferences. Younger readers are happier to read text on digital displays than those aged 40 to 45.

Men found digital reading slightly easier than their female counterparts.

The survey was conducted in the fourth quarter of 2010 and surveyed 1,569 consumers from the US, UK, China, Japan, Italy and India.