Americans are continuing to buy tablets in droves and the demographic skews upscale and educated, according to the latest research from the Pew Internet Project.

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The survey, conducted this summer among 6,224 Americans ages 16 and older, found that 35% own tablet computers, up from 25% last year, the Pew researchers said. Of those, more than half were in households earning more than $75,000 per year.

Meanwhile, the number of those who reported having e-reading devices such as Kindles and Nooks has grown to 24%, and overall, the number of people who have a tablet or an e-book reader among those 16 and older now stands at 43%, the Pew Research Center in a new report. By contrast, that number was 6% in May 2010..

“Those who own the devices are especially likely to live in upper-income households and have relatively high levels of education. In addition, women are more likely than men to own e-readers. This has also been true in our earlier surveys, including one in May that produced similar results,” the Pew Research Center said in its report.