14 DAY TRIAL // A self-touted leader in measuring the digital world, comScore has released the results of its latest survey targeting e-reader consumer attitudes. The study was conducted on 2,176 Internet users regarding their awareness and opinions of the Apple iPad and other e-readers/tablet devices.
"The tablet and e-reader market is developing at a breakneck pace right now, and Apple's entry into the market is sure to accelerate mainstream consumer adoption," Serge Matta, comScore executive vice president, said. "These devices have the potential to be incredibly disruptive to the way consumers currently access digital content. While only time will tell exactly how consumer behavior will change, our research suggests that not only will a variety of markets be impacted by the introduction of these devices but also that there are substantial opportunities for those in the digital content ecosystem."
According to the report posted by comScore yesterday, survey results showed a very high awareness of the iPad. Consumers have expressed a high level of interest not only in the iPad, but other e-readers as well, such as the popular Amazon Kindle. Between 58 percent and 69 percent of consumers have conducted online research of the top five devices, according to comScore.
With the iPad still on the launching pad, Amazon’s Kindle rated highest in terms of current device ownership, followed by the Sony Reader. Still, Apple’s iPad is the most scouted by those seriously considering a purchase over the next three months.
Questioned about how they’d use Apple’s iPad, respondents indicated that they didn’t see Apple’s tablet as a traditional e-reader. According to comScore, just 37 percent of respondents indicated they were "likely" or "very likely" to read books on the device. The device seems web-oriented to those surveyed. 50 percent would use it most for browsing the Internet, and 48 percent for email. More than one third said they would use it for listening to music (38 percent), which may indicate that people still don’t regard the iPad properly.
comScore’s findings also suggested that, "Those who are already familiar and comfortable with making digital content purchases via iTunes may have a relatively higher receptivity to making similar purchases for the iPad." Dubbed iOwners in the report, these people are more likely to buy the iPad than those who don’t own an Apple device.
Questioned about what they would like to see included in the iPad, respondents mentioned the ability to use multiple applications at once (multitasking), and having a screen the same size as a laptop or desktop computer (can you believe a whopping 37 percent noted this as a minus for the iPad?). The lack of a built-in camera was noted as a minus by 34 percent of those surveyed by comScore, which noted that iOwners were particularly disappointed with Apple for not including these features.
For a detailed look at the study’s findings, or to purchase the whole report, visit comScore’s website.