Christians are embracing computer tablets and e-readers at a faster pace than most consumers, according to CBA-commissioned research by the Barna Group (BG).

BG President David Kinnaman summarized the findings of The Rise of E-Reading: What Digital Content Means for Customer Loyalty, Products and Retailing study in a video presentation July 15 during the opening general session of the International Christian Retail Show in Orlando, Fla.

Kinnaman shared that some 44% of pastors, 30% of Christian store shoppers and 25% of practicing Catholics reported that they owned a mobile tablet device or e-reader, compared to 18% of shoppers who don't visit Christian stores.

The survey found that the most popular device was the iPad—44% among Christian store shoppers. Additionally, nearly 70% of Christian store shoppers said they would definitely or probably buy an ebook or digital download from a Christian store. Kinnaman, co-author of unChristian (Baker Books/Baker Publishing Group), encouraged Christian retailers in attendance to embrace the technological changes, master digital marketing and choose how they want to compete in the rapidly changing retail market.

More than 800 Christian stores are now able to sell ebooks through their own store websites, which increasingly puts brick-and-mortar stores at the center of reader and consumer engagement. The physical store is still the best option for book discovery and sales, according to Curtis Riskey, CBA executive director. During the "Stores as Ministry Connectors" General Session, he said brick-and-mortar stores are increasingly offering "a sense of place and engagement" that online stores are unable to fully provide.

Click here for more information on The Rise of E-Reading study.