This study focuses on usage of electronic books (e-books) among advanced researchers, including graduate students and faculty, at a four-year academic institution. The researchers aimed to highlight differences in behavior, perception, and attitude between users and non-users of e-books. The survey findings suggest that, while a majority of these researchers do not necessarily favor e-books over print books, they do appreciate the convenience of the electronic format. Moreover, the results also indicate that many researchers may be entirely unaware of the library e-books available in their areas of study or may not fully realize all the features already being offered by some of these e-books, such as highlighting, note-taking, accessibility options, and downloading. These findings provide timely and practical applications for librarians interested in increasing library e-book usage with focused marketing plans targeting the needs of specific patron segments. (Contains 2 tables.)