Consumers are Drawn to E-Reader Convenience, but Prefer Tactile Experience
E-reader adoption has piqued some interest among consumers, but according to a new report from leading market research company The NPD Group there is still some consumer convincing to be done. While 37% of consumers surveyed in NPD’s E-readers Snapshot Report expressed interest in purchasing an e-reader, more than 40% of consumers said they were “somewhat uninterested” or “not interested at all.” When asked why, nearly 70% of those not interested said it’s because they prefer the feel of an actual book. Of those 37% who said they were “very interested” or “somewhat interested” in purchasing an e-reader some of the most appealing e-reader features to them were ones that already exist in the two most popular e-reader products. According to the report, more than half of consumers were interested in wireless capability which is offered in the Amazon Kindle as well as the touch-screen capabilities like on the Sony Reader. One of the main reasons consumers said they were drawn to e-readers was the ability to buy and store multiple books, magazines, and newspapers. Among the other top reasons was the convenience of downloading books from the Web rather than purchasing them at a store, and the ease of carrying an e-reader versus a physical book, newspaper, or magazine. “Today’s e-reader offerings are delivering capabilities that are in demand by consumers,” said Ross Rubin, director of industry analysis at NPD. “However, some features that could enhance the appeal of more popular content, such as color, remain on the drawing board. Consumers may overlook their attachment to a book’s tactile attributes, particularly for reading materials where timeliness and convenience takes precedence over leisure,” said Rubin. Source: “E-readers Snapshot Report,” conducted by The NPD Group, August 6, 2009. Website: www.npd.com.