EBook buyers waiting for Amazon Kindle

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By Stuart Turton

Posted on 8 Sep 2009 at 10:35

Amazon's failure to launch the Kindle in the UK may be hindering the growth of the eBook market, according to new research.

A study of potential eBook reader buyers conducted by YouGov found that despite the vast range of devices on the market, customers are principally aware of three brands.

An impressive 65% of those surveyed were considering buying a Sony eBook reader, which has attracted a lot of column inches with the launch of its Reader Touch. In second place was Amazon's Kindle, which was being eyed by 42% of those surveyed, while Apple came in third with 35%.

These figures are curious as Amazon's Kindle has yet to receive even a release date in the UK, while Apple has expressed precisely zero interest in the eBook market thus far. Conversely, the Elonex eBook reader being sold in Borders was being considered by only 5% of those surveyed.

"It's the big electronics brands which hog the limelight. Consumers assume they produce e-readers even when they don't. There is a considerable amount of confusion because this I such an embryonic technology," Caroline Gaskin, consulting director at YouGov, tells PC Pro.

"I'm sure some people will realise they want one now, and will go for one which is available in the UK—but the majority of people who are more influenced by brand or reputation will hold on.

This tied into another finding of the survey, which was that while those who've purchased eBook readers are satisifed with the hardware they're not so happy with the range of books available - something which many believe Amazon will address.

"The arrival of the Amazon Kindle will create a surge in ownership because consumers believe the Kindle will give them access to a massive catalogue of content - it's the iPod/ iTunes effect. However, with the market moving on so rapidly, the Kindle will need to be a reasonably sleek device with touchscreen and wireless

"It may well be other developments, like the release of Dan Brown’s latest book in online format, which dramatically transform the electronic reader market from embryonic to mainstream," says Gaskin.

YouGov interviewed 3,214 respondents. Of these, 318 respondents were ebook owners and 784 respondents were "serious purchase intenders".