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Originally Posted by Mike L
I note that the report was produced in association with Bookish. I suspect that Bookish did its research by asking visitors to its site to take part in an on-line survey. Since Bookish is "a website designed to help people find and buy books", its site visitors are hardly likely to be representative of the population as a whole, even of a relatively tech-aware country like the US.
Mike
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It was conducted by Princeton Survey Research Associates on behalf of USA Today and Bookish. PSRA does telephone surveys. Though this one was done in August, I imagine the methods used were similar to their survey in June
documented here.