More than one in four adults in America now owns a tablet device or e-book reader.
A survey by think tank Pew Internet has found that around 29 per cent of US adults are now owners of devices such as the Apple iPad tablet or Amazon Kindle e-reader.
This is a dramatic jump from just 18 per cent before Christmas, with the festive season, and the release of two new colour screen e-readers from Amazon and Barnes and Noble, fuelling the increase in units sold.
The number of adults who own a tablet rose from 10 per cent to 19 per cent, as did the number of adults who own an e-reader. There is also a considerable overlap wherein some adults will no doubt own both devices.
Pew Internet surveyed over a thousand adults across America, and found that the cheaper retail prices of some of the new devices have been a major factor in improved sales. For example, the new Amazon Kindle Fire currently sells for under $200.
Speaking about the findings, Pew Internet said: "As the holiday gift-giving season approached, the marketplace for both devices dramatically shifted. In the tablet world, Amazon's Kindle Fire and Barnes and Noble's Nook Tablet were introduced at considerably cheaper prices than other tablets.
"In the e-book reader world, some versions of the Kindle and Nook and other readers fell well below $100."