comScore Releases Results of Study on Apple iPad and E-Reader Consumer Attitudes, Behaviors and Purchase Intent

iPad Matches Amazon Kindle in Awareness and Purchase Intent

Consumers Indicate Willingness to Pay for Digital Content for iPads and e-Readers, With Highest Receptivity among Younger Adults

Reston, VA, March 22, 2010 – comScore, Inc. (NASDAQ: SCOR), a leader in measuring the digital world, today released the results of a survey of 2,176 Internet users regarding their awareness, attitudes and opinions of the Apple iPad and other e-readers/tablet devices. Results were analyzed across age and gender profiles, as well as the “iOwners” consumer segment, defined as those owning either an iPhone or iPod Touch. The complete results of the study are available for purchase (details included at bottom).

“The tablet and e-reader market is developing at a breakneck pace right now, and Apple’s entry into the market is sure to accelerate mainstream consumer adoption,” said Serge Matta, comScore executive vice president. “These devices have the potential to be incredibly disruptive to the way consumers currently access digital content. While only time will tell exactly how consumer behavior will change, our research suggests that not only will a variety of markets be impacted by the introduction of these devices but also that there are substantial opportunities for those in the digital content ecosystem.”

E-Reader Awareness and Purchase Intent

Consumers were asked several questions regarding their awareness of various e-readers and tablet devices and their past purchase behavior or intent to purchase these devices. The results showed very high awareness of the iPad out of the gate, with an aided awareness of 65 percent, the same as that of the Amazon Kindle e-reader. Overall, consumers have demonstrated a high level of interest in these types of devices with between 58 percent and 69 percent of consumers having conducted online research of the top five devices. Amazon Kindle rated highest in terms of current device ownership at 6 percent of all Internet users, followed by Sony Reader at 4 percent. The iPad rated highest in terms of consumers seriously considering purchase over the next three months at 15 percent of Internet users, with the Kindle at 14 percent.

E-Reader Awareness and Purchase Intent
March 12-16, 2010
Total U.S. Internet Audience, n=2,176
Source: comScore, Inc.
  Percent of Respondents



Researched Online Bought Seriously Considered Buying in Next 3 Months
Amazon Kindle 65% 69% 6% 14%
Apple iPad 65% 66% 1% 15%
Barnes & Noble Nook 28% 63% 2% 10%
Sony Reader 39% 65% 4% 9%
Samsung Papyrus 11% 58% 1% 8%

iPad Usage Intentions

Consumers were also questioned about which features and activities they would be most likely to use if they owned an iPad, with responses indicating that they viewed the iPad differently than a traditional e-reader. Just 37 percent of respondents indicated they were “likely” or “very likely” (i.e. top 2 boxes) to read books on the device, 9 percentage points higher than those who indicated they would be “unlikely” or “very unlikely” (bottom 2 boxes). Nearly half indicated a high likelihood of using the iPad for browsing the Internet (50 percent) and email (48 percent), while more than one third said they would use it for listening to music (38 percent), reading books (37 percent), maintaining an address book/contact list (37 percent), watching videos/movies (36 percent), storing and viewing photos (35 percent) and reading newspapers and magazines (34 percent).

iPad Usage Intentions
Q: “If you owned an iPad, how likely would you be to use the following features of activities on the device?” (7-point scale)
March 12-16, 2010
Total U.S. Internet Audience, n=2,176
Source: comScore, Inc.
  Percent of Respondents


(Top 2 Boxes)


(Bottom 2 Boxes)

Read books 37% 28% 9
Read the newspaper/magazines 34% 30% 4
Browse the Internet 50% 21% 29
Email 48% 21% 27
Watch videos/movies 36% 28% 8
Listen to music 38% 26% 12
Maintain an address book/contact list 37% 27% 10
Use a calendar 33% 29% 4
Store and view photos 35% 26% 9
Download apps from the iTunes App Store 26% 36% -10
Play arcade, card games, word games or number puzzles 30% 32% -2
Play action, strategy, role playing, 1st person shooter games 22% 44% -22


“iOwners” Represent Attractive Target Segment for Digital Content

Results also showed that iOwners exhibited very different characteristics and receptivity to the purchase and use of digital content than non-iOwners

“iOwners” Represent Attractive Target Segment for Digital Content