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E-reader Brand Passion: Kindle Has It in the Bag


When chatting online, consumers have the most to say about the Apple iPad, but they are more passionate about the Amazon Kindleaccording to the NetBase Brand Passion Index, which measures the intensity of consumer passion for brands among users of online communities.

With e-readers topping so many holiday shopping lists this year, the December brand passion index measured consumer insights around popular e-reader brands: Amazon Kindle, Apple iPad, Barnes & Noble Nook, Sony Reader, and BeBook from Endless Ideas BV.

Nearly nine in ten online conversations (87%) about the Amazon Kindle were positive, expressing love (34%) or like (53%), with many of them praising Kindle's small size and ability to fit neatly into a handbag. Sony Reader fans were fewer in number, but expressed the highest overall percentage of positive sentiment (48% like and 41% love) for the device.

Sentiment for the iPad was predominantly favorable, but less passionate: 61% expressed like and 21% expressed love. The iPad also garnered the highest percentage of dislike (16%) and hate (3%) among the five e-reader brands studied.

Using measures across a spectrum of emotions—love, like, dislike, and hate—the Netbase Brand Passion Index reads and understands what people are saying online, then surfaces and aggregates those likes and dislikes, as well as the emotions and behaviors associated with brands.

Below, excerpts from online discussions capture the passion that consumers feel about the major e-reader brands.

The Amazon Kindle emerged as an overall fan favorite. The most common comments from consumers were that it's both easy to carry, especially in a handbag, and easy on the eyes:  

Apple's iPad was the subject of 90% of all conversations analyzed in the Index, but online sentiment about the brand was mixed. Much of the criticism found centered on the iPad's screen:

The Sony Reader produced nearly 90% percent love and like emotions from a small volume of conversation:

Looking for great digital marketing data? MarketingProfs reviewed hundreds of research sources to create our most recent Digital Marketing Factbook (May 2010), a 296-page compilation of data and 254 charts, covering email marketing, social media, search engine marketing, e-commerce, and mobile marketing. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.

Holiday Spending on Consumer Electronics Forecast Higher

Spending on electronics will reach an all-time high in the 2010 holiday season. Adult shoppers are planning to spend $232 on average on electronics this year, up 5% from levels spent during the 2009 holiday season, according to the Consumer Electronics Association (CEA). That's the highest level since the CEA began tracking holiday spending.

Nearly three in four adult consumers (73%) plan to buy consumer electronics as holiday gifts this year.

At the top of the CEA's top 10 wish list are laptops, followed by iPads and e-readers: 

Nearly one-half of consumers will buy electronics for children on their lists, and two in five will buy electronic gifts for their spouse or significant other. Some 29% of consumers plan to buy electronics for themselves.

About the data: To generate the December 2010 Index, ConsumerBase analyzed conversations around popular e-reader brands across the Web from Nov. 1, 2009 to Dec. 2, 2010.

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