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The objective of this study is to discover how and why consumers read ebooks on multi-function devices. In addition, the inquiry will explore users’ ebook reading habits, as well as gain insight into actual purchasing behaviors using these devices. To accomplish this research, iModerate will first engage consumers in one-on-one chats to derive qualitative direction into their ebook reading behaviors. Results of these sessions will inform a more comprehensive quantitative survey of ebook readership on multi-function devices to further assess trends in their book buying behavior.For more info, http://dbw2011.com
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Adam Rossow and Jen Drolet, iModerate, USAPart 3: Session 3, Convenor Andrew Jeavons, Chair Susan Sweet, schedule = 04:49pm to 05:16pm (EST/New York)
Consumer Trends in Ebook
Readership Using
Multi-Function Devices
Jen Drolet and Laurie Brock
January 26th, 2011
BROCK-ASSOCIATES
Background & Methodology
Purpose:
o To understand how portable, multi-
function devices or MFDs (e.g.,
iPhone, iPad, Blackberry, etc) are
changing consumer book reading
habits
Phase 1:
o Purely qualitative exercise with
N = 30 one-on-one, online sessions
Phase 2:
o Hybrid quantitative-qualitative
exercise with N = 304 surveys and
N = 60 one-on-one, online sessions
Audience:
o Males and females, aged
18+ years, who own and use
a multi-function device, and
have read at least one ebook
on this device within the past
six months
BROCK-ASSOCIATES
The most common occasions for reading on MFDs include:
o While traveling on airplanes, trains, buses, etc. (72%)
o While waiting for an appointment (doctor, car service, etc) (72%)
o Just to relax (e.g. in bed at night, resting on weekend) (70%)
Top three reasons why MFD users enjoy reading on their device
compared to print are:
o Convenience for traveling (80%)
o Ease of purchasing ebooks (61%)
o Backlit screen (40%)
Convenience Motivates
Ebook Readership on MFDs
“I like not having to go to the library or
bookstore to get a book. It is especially
convenient with two small children.”
“It’s the convenience factor. When I am stuck at the doctor's
office or waiting in line I can read anything at any time.”
BROCK-ASSOCIATES
66%
Reading Ebooks on Multi-Function Devices
Often Increases Overall Readership
of MFD readers have increased their overall reading habits
since they started reading ebooks on their devices.
will likely read more ebooks in the coming year.
were inspired to read more books in print after reading ebooks.
89%
46%
“It has renewed
my love of
books!”
“I carry my iPad all the time and having
books on it gets me to read a lot more.”
“Reading ebooks are convenient and easier on
the go, but I still really enjoy a real book.”
BROCK-ASSOCIATES
For those who read both, on average,
Attitudes and Buying Behaviors
65% of MFD readers consume a combination of both free and purchased ebooks.
57% were purchased and 43% were free.
18%Just of MFD readers are reading only purchased ebooks.
90% wish there were more free ebooks. 73% download their ebooks from
Amazon making it by far the most utilized retailer for ebooks.
BROCK-ASSOCIATES
Consumer Profiles: Avid & Renewed Readers
Sarah the Avid Reader
o Primarily purchased her
MFD for reading
o Actively uses ereader
whenever possible
o Loves access to lots of
books and the reasonable cost
of purchasing them
Mike the Renewed Reader
o Purchased MFD for other functions
and stumbled upon the ereader
program
o Uses ereader
when it’s convenient
o Enjoys the easy
accessibility and the
added entertainment
feature
BROCK-ASSOCIATES
Consumer Profile: Avid Readers
Sarah has always been an avid reader. It’s her favorite hobby and a big part of her
life. She purchased her iPad primarily as an ereader, but also finds its
multifunctionality fun and compelling. She churns through book after book while
riding the train into the city for work, waiting for her kids during soccer practice, reads
in bed long into the night while her husband is asleep (thank you backlit screen!).
For Sarah, the draw of her iPad is threefold: it ensures that she always has a myriad
of books at hand, allows her 24/7 instant access to any title she can imagine, and
saves money because ebooks cost less than print.
BROCK-ASSOCIATES
Consumer Profile: Renewed Readers
Mike was not a big reader before buying his Android
phone, but has rediscovered books thanks to an
application that came preloaded on it.
Before ebooks, he never would have thought to grab a
book for entertainment while commuting or waiting at the
tire repair shop, but now, instead of reading the old
magazines or listening to music, he reads books.
For Mike, reading is driven more by the device than vice
versa. He is motivated to read because his Android
makes it accessible, instant and easy. To some extent,
Mike thinks of books in the same way he thinks of games
or the Internet – entertainment on demand. Also, the
fact that ebooks are relatively inexpensive has removed
one of his main barriers to purchase. Because of this, he
plans to continue reading more in the coming year.
BROCK-ASSOCIATES
Consumers Embrace Reading on MFDs
Drivers for using MFDs for ebooks:
o Convenience, portability and easy access to ebooks
o Cost
Two main types of readers:
o Readers who purchase the device specifically for reading
o Readers who started reading more as another entertainment
feature
Multi-function devices are energizing people to
read more overall, including more printed books
BROCK-ASSOCIATES
Contact Us
Laurie Brock
Brock Associates
(303) 830-8307
Jen Drolet
iModerate
(303) 928-8407
