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I think the idea is that if the "average" is, say $100, and you have $150, then you are 50% above average. If, however you have $250 you have 150% more than normal.
And I really dislike they way they've done the stats; why couldn't they have given the percentages for ebook reading population as absolutes, and if they really had to, as a separate comparison, those for the rest of the population.
Oh, that's it. It wouldn't have made as nice a headline as 199%.
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