China E-book Market Survey: Brand Awareness and Factors Affecting Purchase

In August 2010, the Shuiqing Muhua Research Center and the First Investigation Network jointly conducted an online survey of e-book readers. The sample size of the survey was 600. Men and women of ages ranging from 20 to 50 years of age are male and female, with males accounting for 49.2% and females accounting for 50.8%, with a balanced structure. The survey cities are mainly 23 cities including Shanghai, Beijing, Guangzhou, Shenzhen and Chengdu. Occupational types cover a large number of groups such as national civil servants, teachers, military personnel, business executives, general staff, self-employed, blue-collar workers and students. Respondents' income ranged from 2000 to 200000 yuan/month.

Respondents were surveyed for brand recognition based on a variety of existing e-book reader brands on the market. The results showed that respondents were Hanwang (69.7%), Founder (56.5%), Newman (54.7%), and Sony. (53.5%), Patriots (52.2%) have a high degree of awareness, while awareness of the US e-book readers Amazon (29.3%) and Bonnos (13.7%) is low.

Respondents’ awareness of hardware-dominated vendor products, such as Hanwang and Patriots, is higher than that of content-driven vendors, such as China Publishing Group’s mobile readers (20.5%). For operators and content providers, it is easier for hardware manufacturers to OEM their readers than to launch their own brand readers to obtain more consumers.

Respondents' survey of e-book reader brand awareness (Units: %, %)

Affecting respondents’ purchase of e-book readers

A survey of the factors affecting respondents’ purchase of e-book readers revealed that respondents were three factors: price (69.5%), innocuous E-INK screen (58.3%), and rich content resources (47%). The impact was greater, showing that respondents were more concerned about price, health impact, and content richness.

Compared to mobile phone reading and computer reading, the indisputable screen is a major advantage of e-book readers. Taipower’s e-book reader, the Taipower K5, uses an LCD screen, which reduces the cost of the product. There are certain advantages, but consumers are also very concerned about whether it is not to hurt the eye E-INK screen, so the trend of e-book development is to reduce prices, but can not replace the unique screen.

Respondents ranked third in content requirements, and now all manufacturers are also increasing their content partners. Rich content is also a factor in maintaining sound development of the industry.

Respondents' investigation of the attached functions of e-books

Currently, e-books in the market have different functions. In addition to the reading function, the number of other incidental functions directly affects the choice of consumers. The investigation of the importance attached to the e-book reader's incidental functions shows that the respondents are inquiring about keywords. (70.2%), downloading books wirelessly, purchasing books (64.8%), music and other entertainment functions (56.2%) anytime, anywhere, three functions most valued. Hardware manufacturers can use this as a guideline. The function of e-book readers must basically include the type of demand.