Comscore has surveyed 2,176 internet users to find out their “e-reader awareness” and purchase plans. The results show that 65% of those who responded know about the Amazon (AMZN) Kindle and the iPad. Apple moves ahead in purchase intent. Of those polled 16% plan to buy an iPad in the next month versus 15% who plan to buy a Kindle. Of course, no one outside Apple and a few suppliers has even seen its product. The Kindle has been for sale for over a year.
The research probably does make one thing clear. Sony (SNE) and Barnes & Noble (BKS) have a hill to climb to catch the Apple and Amazon products. Purchase intent for the Nook is 10% and the Sony (SNE) Reader figure is only 9%. Sony recently dropped the price of its entry-level product by $30 to $169.99.
The comScore research also indicates that possible buyers of the iPad view it as much more than an e-reader device. That may give it a substantial advantage over its competition even though its lowest priced model is $499. Thirty-seven percent of potential owners will use the device to read books, but a much larger 50% plan to use it to access the internet. And 36% plan to use it to watch movies.
The iPad is already viewed as a multi-purpose device probably because Apple has effectively marketed it that way. And, those who buy it won’t need an e-reader at all. That may push also-ran products like Sony’s right out of the market.
Douglas A. McIntyre
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