More than 9 of 10 e-reader owners satisfied — study

At least 93 percent of e-reader owners are "very satisfied" or "somewhat satisfied"; 2 percent suffer from buyer's remorse

E-reader owners are satisfied, study claims

E-reader owners are satisfied, study claims

E-reader users are a very happy lot, according to a new survey by market researcher NPD Group. Nearly all e-reader owners--93 percent, to be exact--say they're "very satisfied" or "somewhat satisfied" with their devices, and only 2 percent of owners are dissatisfied, the report, e-Reader Owners: Attitudes and Usage, finds.

Wireless Is King

The ability to bypass a PC to download books is a big deal with e-reader owners. According to the study, 60 percent of owners say that wireless access is their favorite feature. That's good news for devices, including the Amazon Kindle, Barnes & Noble Nook, Sony Reader Daily Edition, and Apple iPad, that feature built-in Wi-Fi or 3G broadband. It's bad news, however, for e-readers like the Sony Reader Pocket Edition that need a wired PC connection to retrieve books.

Touch input is also a big deal. According to the study, 23 percent of survey participants say touch is their favorite feature.

The NPD survey was conducted online in late November 2009. More than 1,000 e-reader owners participated.

Room for Improvement

While e-reader owners are satisfied, they'd like to see some changes as well. Their most recommended improvements include:

  • More book titles (42 percent want this)
  • Longer battery life (39 percent)
  • Color screens (34 percent)

Nearly half of owners report they're pleased with the selection of books for their device, but just 39 percent say they've been able to find every title they've sought.

Impact on iPad?

It's no secret that Apple is targeting the e-reader market with its new iPad. So what does the NPD study say about the iPad's chances in this genre?

The fact that e-reader owners want more titles is good news for the iPad, which supports the ePub standard for digital books. Since ePub enables publishers to create e-books in a single format for any device that supports the standard, the iPad could very well build up an e-book catalog in a hurry.

E-reader users want color screens: Another plus for Apple. The iPad's 9.7-inch backlit color display is getting rave reviews, and it's bound to dazzle consumers shopping for an e-reader. Then again, the relatively drab E-Ink displays found on the leading e-readers, including the Kindle, Nook, and Sony Reader, cause less eyestrain and are better for reading book-length content.

Users also want longer battery life: A big minus for Apple. The Kindle goes days between charges, but the iPad lasts 10 hours at the most.

Of course, the e-reader market is very new and wide open at this point. It's intriguing that e-reader owners are so satisfied with the earliest versions of these devices.

Contact Jeff Bertolucci via Twitter (@jbertolucci) or at

Join the newsletter!

Error: Please check your email address.
Rocket to Success - Your 10 Tips for Smarter ERP System Selection

Tags e-books

Keep up with the latest tech news, reviews and previews by subscribing to the Good Gear Guide newsletter.

Jeff Bertolucci

PC World (US online)
Show Comments





Back To Business Guide

Click for more ›

Most Popular Reviews

Latest Articles


PCW Evaluation Team

Louise Coady

Brother MFC-L9570CDW Multifunction Printer

The printer was convenient, produced clear and vibrant images and was very easy to use

Edwina Hargreaves

WD My Cloud Home

I would recommend this device for families and small businesses who want one safe place to store all their important digital content and a way to easily share it with friends, family, business partners, or customers.

Walid Mikhael

Brother QL-820NWB Professional Label Printer

It’s easy to set up, it’s compact and quiet when printing and to top if off, the print quality is excellent. This is hands down the best printer I’ve used for printing labels.

Ben Ramsden

Sharp PN-40TC1 Huddle Board

Brainstorming, innovation, problem solving, and negotiation have all become much more productive and valuable if people can easily collaborate in real time with minimal friction.

Sarah Ieroianni

Brother QL-820NWB Professional Label Printer

The print quality also does not disappoint, it’s clear, bold, doesn’t smudge and the text is perfectly sized.

Ratchada Dunn

Sharp PN-40TC1 Huddle Board

The Huddle Board’s built in program; Sharp Touch Viewing software allows us to easily manipulate and edit our documents (jpegs and PDFs) all at the same time on the dashboard.

Featured Content

Product Launch Showcase

Latest Jobs

Don’t have an account? Sign up here

Don't have an account? Sign up now

Forgot password?