iPad, e-Reader disruption

According to a new survey by comScore, the iPad matches the Amazon Kindle in consumer awareness, with consumers showing a greater willingness to pay for digital content for iPads and other e-Readers.

"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," Serge Matta, comScore executive vice president, said in a statement. "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."

Overall, consumers have demonstrated a high level of interest in these types of devices with between 58% and 69% of consumers having conducted online research of the top five devices. Amazon Kindle rated highest in terms of current device ownership at 6% of all Internet users, followed by Sony Reader at 4%. The iPad rated highest in terms of consumers seriously considering purchase over the next three months at 15% of Internet users, with the Kindle at 14%.

OTHER SURVEY FINDINGS
• Male and female survey participants had nearly identical favorability around the choice of the name "iPad" In the case of both genders, approximately 49% had a positive impression of the name, 27% were indifferent, and 24% had a negative impression.

• While ownership of an iPhone or iPod Touch was a strong predictor of those who have already ordered an iPad, it was not a strong predictor of purchase intent. 3% of iOwners had already purchased the iPad compared to 1% of non-iOwners, but 15% of each consumer segment indicated an intention to purchase the device in the next three months.

• Consumers were asked about whether they would use an iPad "instead of" or "in addition to" other digital devices, and indicated the highest likelihood of substituting for the iPod Touch (37%). Despite widespread belief that the iPad might threaten netbook adoption, only 22% of consumers said they would use it instead of the device.

• Younger consumers indicated a high willingness to pay for news and magazines specially formatted for e-readers. 68% of 25-34 year olds and 59% of 35-44 year olds said they were willing to pay for this content, representing substantially higher percentages than people age 45 and older.