ResourceBlog Article: comScore Releases Results of Study on Apple iPad and E-Reader Consumer Attitudes, Behaviors and Purchase Intent

contact us \| suggestion

Receive the weekly sampler of posts and "Resource of the Week".
Subscribe »

My Account »

If you find ResourceShelf useful, please supply a testimonial »

Home > ResourceBlog > Article

« All ResourceBlog Articles

Tuesday, 23rd March 2010

comScore Releases Results of Study on Apple iPad and E-Reader Consumer Attitudes, Behaviors and Purchase Intent

The numbers relating to iPad usage keeping arriving. Today it's comScore's turn.

comScore...today released the results of a survey of 2,176 Internet users regarding their awareness, attitudes 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,” said Serge Matta, comScore executive vice president. “These devices have the potential to be incredibly disruptive to the way consumers currently access digital content.''

[Snip]

Consumers were asked several questions regarding their awareness of various e-readers and tablet devices and their past purchase behavior or intent to purchase these devices. The results showed very high awareness of the iPad out of the gate, with an aided awareness of 65 percent, the same as that of the Amazon Kindle e-reader. Overall, consumers have demonstrated a high level of interest in these types of devices with between 58 percent and 69 percent of consumers having conducted online research of the top five devices. Amazon Kindle rated highest in terms of current device ownership at 6 percent of all Internet users, followed by Sony Reader at 4 percent.

After a Click,

[Snip]

Other Findings:

Consumers were asked about whether they would use an iPad “instead of” or “in addition to” other digital devices, and indicated the highest likelihood of substituting for the iPod Touch (37 percent). Despite widespread belief that the iPad might threaten netbook adoption, only 22 percent of consumers said they would use it instead of the device.

Male and female survey participants had nearly identical favorability around the choice of the name “iPad” In the case of both genders, approximately 49 percent had a positive impression of the name, 27 percent were indifferent, and 24 percent had a negative impression.

34 percent of males indicated they were likely to use the iPad for playing action/strategy/role-playing games compared to 28 percent of females. More than half of 18-24 year olds (53 percent) said they were likely to use the iPad for this form of gaming, 15 percentage points higher than 25-34 year olds, the next highest age segment.

Younger consumers indicated a high willingness to pay for news and magazines specially formatted for e-readers. 68 percent of 25-34 year olds and 59 percent of 35-44 year olds said they were willing to pay for this content, representing substantially higher percentages than people age 45 and older.

Charts:
1) E-Reader Awareness and Purchase Intent
2) “If you owned an iPad, how likely would you be to use the following features of activities on the device?”

Much More in the Complete Announcement

Source: comScore
Hat Tip: Peter B.

Category:

Search News (ResourceShelf)
Source File (ResourceShelf)

blog comments powered by Disqus

« All ResourceBlog Articles

FreePint Family

A family of resources to help information workers be more effective, raise the value of information in their organisations and contribute to success. Read more »

Latest Family Articles:

Quilting big data threads
Thursday, 24th May 2012

Recently I have found myself cooing over visualisation maps (and heat maps) of health and well being resources. The content rich data is overlayed with mapping technologies, and some interesting themes and patterns are emerging.

The fallacy of information overload
Wednesday, 23rd May 2012

A lot of the talk around social media in the last year has been around information overload. Social media has provided us with new and exciting ways to create content. But it has also meant learning new ways to manage and engage with social media tools. Are we teetering on the edge of an information overload precipice?

Information overload: fact, fantasy or filter failure?
Wednesday, 23rd May 2012

Information overload is a figment of your imagination. Or a failure of your filter. Or a symptom of your technological submissiveness. Depends on who you ask.

Newsdesk: tracking millions of pieces of information a day
Tuesday, 22nd May 2012

What if you had to sort through 3.5 million articles and social media posts a day and try to pull out the most relevant items for your organisation? What if you then had to cobble it all together into something readable for your top groups and executives in your organisation?

Alacra Compliance adds managerial oversight
Tuesday, 22nd May 2012

Alacra Compliance saves time by aggregating information from both free and fee-based sources and enabling users to conduct an accurate federated search across these sources (coined “simultaneous search” by Alacra).

All Family Articles »
Family Articles by Category »

Tell us what you're working on,
and we'll talk to you about how FreePint can help »

FreePint Family Testimonials

"Fabulous resource to learn of unique tools and insights. Very useful." Manager, Futures and Forecasting, Virginia, USA

More testimonials »

Subscribe to the ResourceShelf Newsletter and receive the weekly sampler of posts and Resource of the Week.

Find out more »

ResourceShelf sponsored by:

Article Categories

Search News (9339)
Source File (9518)
Web 2.0 (2568)

All Article Categories »