Market researcher YouGov has found that owners of e-book readers
are happy with the hardware but unhappy with the limited range of
e-books which are available.
The results come from the first wave of
YouGov's
new research programme, The E-Reader Experience, which has been
launched by its Technology and Telecoms Consulting division.
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The top three rated quality attributes for e-readers are:
- the clarity of the screen
- the physical size and weight of the device
- the build quality of the device
- the attributes owners rate lowest are:
- the range of e-books / subscriptions
- the quality of the e-books / subscriptions available
Caroline Gaskin, Consulting Director at YouGov said: "Whereas
the first wave of purchasers are early technology adopters, what
YouGov characterises as the "Tech Vanguard", the second wave of
purchasers, those likely to purchase in the run up to Christmas,
are more likely to be younger, female and less tech savvy than
current owners". She added: "Our research shows they will want a
wider range of titles, in particular non-fiction and
biographies."
Potential purchasers are most aware of Sony (65%), Amazon (42%)
and
Apple (35%) and are likely to be looking to these companies to
fulfil their hardware requirements, despite the fact that at the
time of the research only one of these companies had a product
released in the UK - Sony. Awareness of other brands is
significantly lower by comparison - BeBook, 15% and Borders5%.
"The lack of products from Amazon and Apple may inhibit this
market in the short term" says Gaskin. "Prospective Apple
purchasers are focused on style with prospective Amazon purchasers
more interested in the range of e-books available". There is a
misplaced association in future purchasers' minds between the
arrival of the Kindle and the delivery of the full Amazon catalogue
to the hardware. Sony prospects are focused on the reputation of
the company and the style of their products."
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