14 DAY TRIAL // Strategy Analytics has recently conducted a study on e-book reader owners and intenders, trying to learn more about the current trends, and where the Apple iPad fits in this particular niche of the market.
According to the analytics firm, survey results have shown that, prior to the release of the iPad, Apple ranked just behind Amazon in the US and UK in terms of preferred brands. However, if the iPad provides a compelling eReader experience, Strategy Analytics believes it may even overtake Amazon’s Kindle.
Headquartered in Boston, MA, with offices in the UK, France, Germany, Japan, S. Korea and China, Strategy Analytics, Inc. provides timely and actionable market intelligence focused on opportunities and disruptive forces in the areas of Automotive Electronics and Entertainment. It also offers its services in areas like Broadband Connected Home, Mobile & Wireless Intelligent Systems and Virtual Worlds.
The latest Strategy Analytics report, “US & UK eReader Owner and Intender Survey 2010,” presents the results of Strategy Analytics’ survey of eReader owners and intending purchasers. The survey was carried out online during November 2009, with 350 consumers in the US and UK. Based on its findings, Strategy Analytics was able to confirm that intending purchasers are likely or very likely to purchase an eReader device within the next six months. And while existing e-book reader owners are extremely satisfied with their devices, four out of five US owners prefer e-book readers to physical books, the same survey has shown.
Ease of access to books, ease of content transfer and newspaper and magazine availability are the key factors in influencing people to buy an eReader, Strategy Analytics says. Still, Softpedia would like to point out that Apple’s iPad and Amazon’t Kindle are two entirely different devices that target different types of consumers. E-reading is one of the iPad’s low-end strong points, going by how Apple advertises the device. However, if the iBookstore performs as well as the App Store, we may change our stance on this.
“While brand name is still an important factor for current owners when choosing their next e-book reader,” Chris Schreiner, senior analyst at Strategy Analytics, commented, “consumers buying their first e-book reader will focus more on the durability and availability of e-books.”
Kevin Nolan, vice president of the Strategy Analytics User Experience Practice, added, “Even though e-book readers allow for easy portability, more than half of e-book reader usage still occurs at home.” More details on the report in question can be found in the Strategy Analytics report, here.