Christians have long earned their reputation as “people of the Book,” but now in the midst of the digital revolution, their books—and the Good Book itself—are taking on a very different shape. From the printed page to smartphone and laptop screens to e-reader tablets, the reading choices for consumers today are diversifying.

The YouVersion app serves as an excellent example. The free Scripture-reading app is fast-approaching 100 million downloads since its launch just 5 years ago—an encouraging sign in an age when biblical literacy is of Christian concern. Yet the digital download of Scripture is not a direct trade for the printed word. Considering the fact that the average American home contains multiple Bibles, it’s likely that most digital Bible users also own physical copies of the Bible.

As the digital revolution continues to gain momentum, it is causing a host of changes in the book industry at a rate difficult to keep up with. Barnes and Noble are reporting losses, for example, while rumours gather of closing stores. Cokesbury recently made the decision to take the digital leap and transfer 100% of their retail online. And this week at CBA’s International Christian Retail Show in St. Louis, Mo, the question of how to leverage digital and print book sales will be front and center.

How will the rise of e-reading affect the future of the Christian book industry? What will be the implications of digital books on brick-and-mortar stores? And how will these digital changes affect consumer preferences? These are all crucial questions. But to answer them, a far simpler question must come first: Who are these e-book and print readers?

Here Come the Digital Natives Barna Group’s most recent study on the topic, conducted in May of 2013, discovered that one-quarter of American adults own an e-reading device. And for as often as the Church is decried for perpetually lagging one step behind the wider culture, this is one area where Christians are right on par with the national average. One in four Christians use an e-reader or mobile tablet for reading purposes. In fact, e-reading is even more expansive among pastors. From 2010 to 2012 alone, pastors’ use of e-readers has tripled from 14% to 44%, respectively. And this trend is only growing. But besides pastors, who are these new digital natives opting for e-readers?