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

December 8, 2010
  |  5,497 views

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:  


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