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Roughly 1.2m Kindles were given as gifts this Christmas, according to data from YouGov, meaning that one in every 40 British adults either gave or received Amazon’s e-reader as a present.
In total 1.33m e-readers were given away, with Kindles swallowing up 92% of the market share.
In line with the demographics of book purchasing in the UK, 61% of Kindles were received by women, with over 55 year olds twice as likely as 18-24 year olds to receive one.
Marek Vaygelt, head of technology and telecoms consulting at YouGov, explains.
About a year and a half ago we did some detailed pricing analysis which showed that the Kindle had to drop below £120 before it really took off. It's now down to £89 and it's reached a point where people are really buying it in large numbers."
He said the boom in sales was price driven, but the Amazon branding and the number of distribution points were also key factors.
You can buy a Kindle anywhere now. Someone was telling me it is by the tills in John Lewis where they normally keep things like chocolate, so it's got to the point where it is a consumer product and that has really driven it forward."
Tablet devices were also a popular present idea this Christmas - 640,000 tablets were gifted to adults and it will come as no surprise that the iPad dominated the market (72%).
Londoners had the greatest likelihood of receiving an iPad but were least likely to have received a Kindle, although other e-reader brands were relatively more successful in the capital.
YouGov surveyed 2,012 adults between December 28, 2011 and January 3, 2012.