iReach Online

78% of Consumers in Ireland still prefer Newspapers to e-Readers

Oisin — Wed, 03 Mar 2010 09:10:52 +0000

In a new survey by iReach Market Research, figures show that the majority of consumers are without doubt unwilling to give up their daily newspapers anytime soon. 78% surveyed said that they would not change to e-readers or similar electronic devices as they prefer the physical connection with a newspaper or magazine. Of these, 58% said that they still prefer the written print as it gave them a better reading experience when compared to an electronic devise such as the Amazon Kindle or the Apple iPad. A further13% wish to hold onto to their newspapers or magazine to share it with family and friends, while 7% preferring to avoid electronic devices as a break from technology.

Although the recent launch of the Apple iPad was a huge success in terms of brand awareness, figures show that consumers still prefer traditional media applications. The research in conjunction with Carat Ireland highlighted how successful Apple has been in terms of building strong brand awareness in the marketplace with 92% of consumers surveyed being aware of the recent Apple launch of the iPad. While only 5% of consumers in Ireland are considering purchasing one, Apples brand loyalty is a key feature of the study with 28% of iPhone users planning to purchase an iPad in the coming months.

Oisin Byrne, General Manager, iReach Market Research, added: Apple brand awareness and brand loyalty score extremely highly in Ireland, however consumers still like the feel of holding a newspaper or magazine to enjoy the overall reading experience. Electronic devices no matter how iconic, don’t make this physical or tactile connection with traditional news print.

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