Not much to add here – many argue that the Kindle program is struggling and this TV ad just reinforces the thesis. The video features a relaxed attractive female sunbathing next to a pool and reading on her device while a frustrated male sits next to her, holds an iPad and is unable to read due to sun glare.
The dialog goes like this:
Guy: Excause me, how are you reading that in this light.
Girl: It’s a kindle, $139. I actualy paid more for these sunglasses.
Not sure if this will help Bezos and his crew, but hey they gotta do something… One thing is for certain, the video got almost one million hits on youtube (while four previous ads got less than 300k views in ~4 months) – yet another proof that the iPad is popular and attracts attention.
Consumers were asked several questions regarding their awareness of various e-readers and tablet devices and their past purchase behavior or intent to purchase these devices. The results showed very high awareness of the iPad out of the gate, with an aided awareness of 65 percent, the same as that of the Amazon Kindle e-reader.
Overall, consumers have demonstrated a high level of interest in these types of devices with between 58 percent and 69 percent of consumers having conducted online research of the top five devices. Amazon Kindle rated highest in terms of current device ownership at 6 percent of all Internet users, followed by Sony Reader at 4 percent. The iPad rated highest in terms of consumers seriously considering purchase over the next three months at 15 percent of Internet users, with the Kindle at 14 percent.
For the methodology and associated assumption hit the link above.
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