Flemington, NJ, August 17, 2009 – A new national media study among 306 viewers of a video comparing Amazon’s e-books and Barnes & Noble’s eReader revealed that the majority (63%) prefer Amazon’s e-books.
The study was conducted by HCD Research using its MediaCurves.com® website during August 14-15, to obtain viewers’ perceptions of a New York Times video which compared Amazon’s e-books and Barnes & Noble’s eReader.
The study also revealed that while only 10% of respondents currently use an electronic device for reading, 42% of respondents reported that they are likely to purchase an electronic device in the next 6 months. In addition, of the likely purchasers, 62% indicated that they are likely to buy an electronic book such as the Amazon Kindle or the Sony Reader Digital Book
Among the findings:
“Which electronic book reading software seems more preferable based on the video?”
|
|
Total |
|
Barnes & Noble’s eReader |
37% |
|
Amazon’s e-books |
63% |
“Do you currently use an electronic reading device?”
|
|
Total |
|
Yes |
10% |
|
No |
90% |
“How likely are you to purchase an electronic reading device in the next six months?”
|
|
Total |
|
Extremely likely |
10% |
|
Somewhat likely |
32% |
|
Not at all likely |
57% |
While viewing the video, participants indicated their levels of interest by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research, a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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