People using eReaders are a unique group, and defined by much more than their demographics.
Those who use an eReader such as the Amazon Kindle, Barnes & Noble Nook represent 11.4% of all U.S. households, close to one out of nine. As new versions are hitting the market, it’s likely that as many will go into existing households as will go into the hands of first-time users; the difference between an expanding market or a replacement market. Furthermore, consumers are choosing between eReaders and tablets, smartphones, and other devices, and this Consumer Tech Index reveals what consumers are doing.
The eReaders Consumer Tech Index reveals what is really happening now with consumers who have adopted eReaders, what’s other technology products are being used, what the eReader is being used for, where they shop (online vs. retail), their mobile phone profile, who is using it, and even the unique things they print.
This Consumer Tech Index includes these key differentiators that set eReaders users apart:
Activities: what they use their eReader for as well as the breadth of those activities, how they uniquely use PCs online, MP3 players, and PDAs. eBooks can be read on many devices, and this identifies the other devices users use.
Devices and Services: The other tech products they use and how they use them, from Game Consoles to PDAs, connectivity services, to game consoles. This is important to know, because people can (and do) read books and magazines on other devices: from tablet PCs such as the iPad to smartphones.
Shopping Behavior: Where they shop online vs. retail, from Best Buy to WalMart, Amazon to Barnes & Noble (Retail, Online, or both)
Mobile phones: Smartphone activities, the breadth of those activities, the Smartphone brand and operating system, and carrier
Personal Demographics: The key socioeconomigraphic characteristics that stand out, from age and gender to Employment status and the industry they work in
Printing: The number of printers they use, how and what they print, and when they use special paper
PC: where computers are used, how many leave home, the brands, form factor (tablet, netbook, notebook vs. desktop), and operating system
Usage: Their profile of using PCs, Smartphones, and Basic Feature Phones
Social Networking: How they use social networks and which ones they distinctively use, from Facebook to Google+
Attitudes:How they feel about having newer vs. older tech products, security, plans to change carriers, and about tech complexity
Household Demographics: The makeup of their household including ages of children and household size
Planned purchases: The tech products they plan to by, especially to help with mobility and to store and share files and documents
Consumer Tech Index
In the eReaders Consumer Tech Index, more than 75 detailed characteristics index at 200 or higher (more than twice the national average). This information gives savvy marketers the information to direct their resources.
To obtain your copy of the eReaders Consumer Tech Index, you can order now, or complete the following form for more information to be sent:
Other related offerings include the eReaders Profile Report, which is perfect for business planners, researchers, and marketers. This is available for pre-order. Also, for analysts and researchers, the survey results are available with Interactive Access, to give full hands-on ability to drill down as you like, and easily create tables and graphs.
