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It seems like most of the data is coming from Nielsen. Note Nielsen targets specific people for their surveys. Also 2,000 carefully chosen participants is not that great for real life data.
I would bet the smartphone question was phrased like this:
"Have you ever read on a smartphone? "
The answers could be misleading if the people doing the survey say 500 out of 2000 read on their smartphones.
Note 500 answered yes to this question.
Surveys are usually designed to get the results the people doing the survey want.
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