e-Readers are positioned to be a popular selling device this holiday season, according to a new survey commission by Retrevo and conducted by Gadgetology Study.

The survey asked an online sample of individuals if they were planning on buying an e-reader this year. The response revealed 1 in 5 intended to purchase an e-Reader before the end of 2009.

The study also indicated that 1 in 4 men planned on buying an e-reader, compared to 1-6 women. The Amazon Kindle, attracted 62 percent of shoppers, while the Sony Reader attracted 32 percent and another six percent preferred an alternative.

“e-Readers have come a long way in recent months, and with so many new innovations on the horizon, like color, lighter, more durable frames, and access to more content, e-Readers are fast becoming the must-have gadget,” says Retrevo CEO Vipin Jain.

Broken down by demographics, 25-34 year-olds led other groups with 40 percent of their peers indicating interest in buying an e-Reader, followed by the 35-45 year old age with 22 percent intending to buy an e-reader.

Mid and high income households made up the largest segment of potential e-Reader buyers with 33 percent of those with annual household incomes in the $100,000 - $200,000 range, followed by 16 percent in the $50,000-$100,000 range.