simba.jpgThat’s what Simba Information, a market research firm specializing in publishing and media, is reporting. According to their survey of over 1,880 adults, 68% of ebook readers used the PC as the most frequently used device to read books.

“There’s a mistaken belief that consumers are the most interested in dedicated reading devices, but it’s not true,” said Michael Norris, senior analyst of Simba Information, commenting on the report. “Since we know most book consumers only purchase a tiny number of titles in a given year, you could assume a $300 gadget to read a $6 paperback doesn’t make sense to a lot of people. For the second year in a row, we can back that assumption up.”

The PC, as Norris points out, also had a big head start over dedicated devices like Amazon’s Kindle or Barnes & Noble’s nook. The PC is also very common and public transit commuters often have one with them anyway (and may read a book on their computers at the office while pretending to work).

“Dedicated devices have been chipping at the PC’s lead for a while,” added Norris. “For the iPad to get any sort of dominance, it needs to become very popular very fast among the PC crowd and not necessarily the dedicated device crowd.”

Thanks to Michael von Glahn for the link.