E‑Reader Marketers to Respond to Launch of iPad

Serge Matta, comScore executive vice president believes the e‑reader/​table device category possesses the ability to be “incredibly disruptive to the way consumers currently access digital content.” Many analysts have predicted that 2010 will be the breakout year for e‑reader devices.  The early adopter segment of the consumer market bought early versions of e‑readers such as Amazon’s Kindle but these purchasers comprised less than 10% of the total market.

comScore data indicates that e‑reader devices are poised to become mainstream with large numbers of consumers ready to own the latest CE gadget. Here are statistics on consumer intent to purchase an e‑reader, by type, in the next several months:

  • Amazon Kindle 14%
  • Apple iPad 15%
  • Barnes & Noble Nook 10%
  • Sony Reader 9%
  • Samsung Papyrus 8%

As I’ve noted before when blogging on this topic, analysts expect digital content such as newspapers and magazines to appear in a big way on e‑readers. Over half of consumers who own these devices indicate a willingness to pay for subscription content.  The interest in paying for e‑content is somewhat associated with age. Over 2/3’s of consumers under age 35 say they’ll pay for content.

What features will marketers be promoting for their e‑readers? In some ways, they should advertise what consumers are looking for:

  • Ability to use multiple applications/​programs simultaneously: 43%
  • Screen size should be as large as a laptop: 37%
  • Device should contain a built-​in camera: 34%

Consumers indicate they would be likely to engage in the following activities if they owned an iPad:

  • Browse the Internet: 50%
  • Email: 48%
  • Listen to music: 38%
  • Read books: 37%
  • Read newspaper/​magazines: 34%

Marketing for e‑reader devices as well as content distributed via those devices should grow rapidly during 2010.  In particular, watch for device manufacturers to develop partnerships or stake out specific demographics to protect market share in order to stall the iPad’s rise to dominance.

[Source: Lipsman, Andrew. comScore Releases Results of Study on Apple iPad and E‑Reader Consumer Attitudes, Behaviors and Purchase Intent. comScore​.com 22 Mar. 2010. Web. 6 Apr. 2010] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.