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The More People Read, the More Likely They’ll be to Choose an E-Reader Over an iPad

Survey Looks at Reading Habits and Purchase Intent

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As you may know, eBook readers are getting cheaper. Yesterday Barnes & Noble lowered the price on its 3G Nook, forcing Amazon to also lower the price of its Kindle. Combine that with the popularity of the iPad, and the market for eBooks is growing.

Retrevo Looks at Purchase intent - e-readers vs. iPadsRetrevo has shared with us some results from a survey on the topic. The firm asked participants if they were planning on buying an e-reader this year. 20% said yes, 8% already own one, 8% are buying an iPad instead, and 64% are not buying an e-Reader or an iPad.

According to Retrevo’s findings, avid readers are more interested in e-readers than iPads. Of people that read over 5 books a month, 42% are planning on buying an e-Reader this year, 9% already own one, 7% are planning on buying an iPad instead, and 42% are not planning on buying an e-Reader this year.

Of those who read 1 – 5 books a month, 24% are planning on buying an e-Reader this year, 9% already own one, 8% are planning on buying an iPad, and 58% are not planning on buying an e-Reader at all.

Of casual readers, classified as those who read a book every couple of months, 13% are planning on buying an e-Reader this year, 7% already own one, 11% are planning on buying an iPad, and 69% are not planning on buying an e-Reader.

It appears that it is important to consumers to be able to try out an e-reader before making a purchase. 82% of avid readers say it is, as well as 78% of "active readers" (the middle category), and 69% of casual readers.

The More People Read, the More Likely They’ll be to Choose an E-Reader Over an iPad
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