Piper Jaffray & Co. Conducts Amazon.com (AMZN) Kindle Survey And Market Potential
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Piper Jaffray & Co. conducted an Internet survey of 344 users to see if they would be interested in purchasing Amazon.com's (Nasdaq: AMZN) Kindle. Key facts from the survey are below.
*71% would Not Consider Purchasing A Digital Book Reader.
*71% indicated they would not consider purchasing a digital book reader even when removing price as a factor.
* The most common reasons for NOT wanting a digital book reader were: like the experience of reading traditional books, digital books would not be comfortable for the eyes, digital books and device are too costly, unfamiliarity with the item, prefer to borrow books from library or friends.
Piper Jaffray said that it thinks Amazon.com needs to better educate people on the advantages of a digital reader. Also, Piper said price was a major impediment to buying the Kindle, so if the price was lower, adoptions could rise. Actually, Piper thinks Amazon has to dramatically lower the price of the Kindle to achieve some sort of mass adoption.
Finally, while Piper thinks the Kindle is helpful to Amazon, it would not buy or sell Amazon shares based on its current estimates of the market potential for the Amazon Kindle.
Amazon.com, Inc. operates retail Websites, which enables its consumer customers to find and discover anything they might want to buy online.
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Kindle
The Kindle was designed in California, by Californians, for Californians. So why isn't Amazon collecting California state sales tax? http://lab126.com/ ???
Who participated in the survey?
I wonder how the participants in the survey were chosen. Avid readers are the market for the Kindle - not random Internet users. Reviews of the Kindle by folks who actually own them are positive. Personally I find myself reading more and purchasing more books since I started using the device. The Kindle Reader http://kindlereader.blogspot.com
KINDLE
I love my Kindle! For an avid reader it is a dream come true! When finished with a book, floop, a new book is downloaded in a flash! The text is adjustable. It remembers the page you were at. No more overflowing bookshelves, baskets and boxes! I am currently reading 5 books alternatively.... without having to carry them around!
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Kindle
DrJoeWebb on Jun 30, 2008 01:56 PMHmmm.... if 71% will not purchase, that means 29% are open to it. That's a very big market. The question that I did not see asked was "will you buy one in the next 6 months, 12 months, etc." AMZN is not forecasting massive Kindle sales, as best as I can tell. But it will be the standard going forward for quite some time, and it will probably be a rather steady product category for them for many years.