A recent survey of e-book reader owners and intenders shows that prior to the release of the iPad, Apple ranks just behind Amazon in the US and UK in terms of preferred brand. If the iPad provides a compelling eReader experience, it may overtake Amazon’s Kindle, according to Strategy Analytics (http://www.strategyanalytics.com).

Current e-book reader owners report being extremely satisfied with their devices. Four out of five US owners prefer e-book readers to physical books, according to the research group. Potential e-book customers prefer: ease of access to books; ease of content transfer; and
newspaper and magazine availability.

“While brand name is still an important factor for current owners when choosing their next e-book reader,” says Chris Schreiner, senior analyst at Strategy Analytics. “Consumers buying their first e-book reader will focus more on the durability and availability of e-books.”

Kevin Nolan, vice president of the Strategy Analytics User Experience Practice, adds: “Even though e-book readers allow for easy portability, more than half of e-book reader usage still occurs at home.”