Twenty percent of consumers view the Apple® iPad as an additional mobile productivity device, and 13 percent anticipate using it primarily as an eReader

Amazon Kindle™ Leads the Pack in Brand Recognition, but more Consumers Plan to Purchase the Apple® iPad

Twenty percent of consumers view the Apple® iPad as an additional mobile productivity device, and 13 percent anticipate using it primarily as an eReader

Los Angeles, Calif., March 30, 2010 —®, a part of Experian, explores eReader and eBook shopping trends in its latest eReader and eBook Trends Consumer Behavior Report. This report includes survey responses from 1,631 online consumers from Feb. 8–25, 2010. Survey data reveals that while the Amazon KindleTM is the brand leader in eReaders, more consumers plan to purchase the Apple® iPad, a finding that may be attributed to its versatility.

Amazon Kindle™ leads the pack in brand recognition
While eReaders are still becoming mainstream, the Amazon Kindle™ leads its competitors in brand recognition, with 61 percent of consumers having heard of the Kindle™. Fifty-five percent of consumers indicated that they have heard of the Apple® iPad. Thirty-four percent revealed that they have heard of the Sony Reader™, and 28 percent of consumers have heard of the Barnes & Noble nook™.

Apple® iPad will become the most sought-after device that can be used as an eReader in the coming year
While more consumers are familiar with the Kindle™, the Apple® iPad is the most popular eReader among consumers planning to purchase in the next year. Twenty percent of survey respondents plan to purchase the Apple® iPad in the next year, while only 12 percent plan to purchase the Kindle™. This is followed by 6 percent of consumers planning to purchase the Sony Reader™ and 5 percent planning to purchase the Barnes & Noble nook™.

The Apple® iPad is more than just an eReader
Consumers’ consensus about the primary use of an Apple® iPad is undecided. When consumers were asked how they would primarily use the Apple® iPad, 13 percent revealed that they would primarily use it as an eReader. Twenty percent would primarily use it as an additional mobile productivity device. Nineteen percent would use it as a replacement for a laptop or a netbook, and 10 percent would use it as an entertainment device.

eReader price is a deterrent for most consumers; the touchscreen is an incentive
Price and compelling attributes are other big factors for consumers when purchasing an eReader. The maximum price four in five consumers are willing to pay for an eReader falls below $250. The average price of the top 10 eReaders on is $241, and the lowest-priced Kindle™ from Amazon is $260. While the touchscreen attribute alone likely won’t convince consumers to buy an eReader, eReaders have many features that consumers find appealing. Forty-five percent of consumers reported that the touchscreen was an appealing attribute of the eReader. Thirty-nine percent of consumers like the portable size, and 37 percent find the availability of eBooks appealing.

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About Experian
Experian® is the leading global information services company, providing data and analytical tools to clients in more than 65 countries. The company helps businesses to manage credit risk, prevent fraud, target marketing offers and automate decision making. Experian also helps individuals to check their credit report and credit score and protect against identity theft.

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Lexie Puckett
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