Nearly 95 Percent of e-Reader Owners Happy with their Devices

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E-Reader satisfaction is high among owners, according to a new report e-Reader Owners: Attitudes and Usage from leading market research company The NPD Group. Almost all owners (93 percent) said they were “very satisfied” or “somewhat satisfied” with their device. Only 2 percent of owners expressed any level of dissatisfaction.

Both the display technology and available content on e-Readers are optimized for those interested in books, said Ross Rubin, executive director of industry analysis at NPD.

E-Reader satisfaction is high among owners, according to a new report e-Reader Owners: Attitudes and Usage from leading market research company The NPD Group. Almost all owners (93 percent) said they were “very satisfied” or “somewhat satisfied” with their device. Only 2 percent of owners expressed any level of dissatisfaction.

Features are important to e-Reader owners. According to the report, 60 percent of owners said wireless access was their favorite feature on their e-Reader; touch was mentioned by 23 percent of owners.

“Both the display technology and available content on e-Readers are optimized for those interested in books, said Ross Rubin, executive director of industry analysis at NPD. “Pairing these optimizations with wireless technology for transparent access and touch screens for easy navigation has resonated with the avid readers that have been early e-Reader adopters."

Even with great features, e-Reader owners are still looking for more in these relatively new and still evolving devices. Some recommended improvements from owners include more book title availability, longer battery life, and color screens at 42 percent, 39 percent, and 34 percent respectively. Content is important, and while almost half (46 percent) of owners said they were mostly satisfied with the selection of titles for their e-Reader devices, only 39 percent said they could find every title they were looking for.

But it seems that e-Reader owners aren’t married to their e-Readers to do their reading. About three-in-ten owners say they use at least one another device for reading e-books, such as a PC or a smartphone

"As we have seen with music, photos and video, books and other printed matter are slated to appear on a wide array of devices that offer tradeoffs in such factors as screen size and battery life,” said Rubin. “As the recent introduction of Apple's iPad demonstrates, applications now on smartphones benefit from larger screens, and industry leaders are recognizing the importance of supporting multiple platforms by supporting multiple clients and open standards."

Methodology
More than 1000 e-Reader owners identified from NPD’s online panel participated in this survey, which was conducted online in late November 2009.
About The NPD Group, Inc.

The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,700 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us or visit http://www.npd.com/ and http://www.npdgroupblog.com . Follow us on Twitter: @npdtech and @npdgroup.

FOR MORE INFORMATION:
Sarah Bogaty
+1 516 625 2357
sarah(dot)bogaty(at)npd(dot)com

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