Overall Survey Results:


Kindle Nation Winter 2011 Citizen Survey


Text Block:
Greetings from Kindle Nation, and thank you so much for participating in the Kindle Nation Winter 2011 Citizen Survey. Your views about the Kindle, reading and the book business are important to other readers and to authors, publishers, booksellers, and those who follow the book business. They are also very important to me as I try to make Kindle Nation better each day, and I appreciate you taking a few minutes to respond to this survey.
In our previous surveys, we've had extremely high levels of participation and attracted plenty of interest. I've kept this survey to just 15 questions, but I hope you will also use the comment areas to say whatever else needs saying. Future posts will provide detailed reports on your responses, but we respect your privacy and your identity will always remain strictly confidential.
1For each of the following devices, how many do you and/or your fellow household members own?
 
 1 = 0 , 2 = 1 , 3 = 2 , 4 = 3 , 5 = 4 or more
Answer
12345
Number of
  Responses
Rating
Score*
Kindle 1 or 2
   
1992 1.9
Kindle DX
   
1422 1.2
Kindle 3 with 3G and Wi-Fi
   
1693 1.6
Kindle with W-Fi Only
   
1478 1.4
iPad Tablet
   
1494 1.3
Nook or NookColor
   
1331 1.1
Samsung Galaxy or Other Tablet Other Than an iPad
   
1321 1.0
iPhone or iPod Touch
   
1685 2.0
Droid, BlackBerry or Other Smartphone Other Than an iPhone
   
1637 1.8
Desktop, Laptop or Other PC or Mac
   
2120 3.6
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


2Please use the following ranking system to estimate as well as you can your current book buying habits, since you began reading Kindle books. (Note: Although some of the choices involve free content, we're using the word "buy" here to refer to any books that you may acquire or borrow, regardless of price.)
 
 1 = I don't buy them , 2 = I buy fewer than 5 per year , 3 = I buy 5 to 15 per year , 4 = I buy 15 to 30 per year , 5 = I buy 30 to 60 per year , 6 = I buy more than 60 per year
Answer
123456
Number of
  Responses
Rating
Score*
Kindle ebooks that are priced at $10 and above
   
2220 2.1
Kindle ebooks that are priced between 99 cents and $9.99
   
2237 3.9
Kindle ebooks that are free or less than 99 cents
   
2230 4.3
eBooks purchased via iBooks, Nook, or other ebook retailers (not including Amazon)
   
2160 1.5
Used print books
   
2216 2.1
New hardcover or paperback print books from Amazon and other online stores
   
2194 2.1
New hardcover or paperback print books from physical stores
   
2217 1.9
Library books
   
2209 2.2
Audiobooks from Audible.com or the iTunes Store
   
2181 1.4
Free ebooks from other websites or services
   
2196 2.1
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


3What role do these these factors play in your decisions to buy ebooks?
 
 1 = Dealbreaker , 2 = This could influence me not to buy it , 3 = Not a significant factor , 4 = This could influence me to buy it , 5 = I will almost certainly buy it
Answer
12345
Number of
  Responses
Rating
Score*
The ebook is by one of your favorite authors.
   
2245 4.3
The ebook is on the bestseller list in one of my favorite categories.
   
2235 3.6
The ebook is priced at $3.99 or below.
   
2233 3.9
The ebook is priced between $4 and $9.99.
   
2222 3.5
The ebook is priced between $10 and $12.99.
   
2227 2.1
The ebook is priced above $12.99.
   
2236 1.6
The ebook comes highly recommended by someone whose taste or judgment you trust.
   
2225 3.9
The ebook is significantly cheaper than the hardcover or paperback edition.
   
2222 4.0
The ebook is not significantly cheaper than the hardcover or paperback edition.
   
2227 2.2
You know you'll be able to read the ebook within the next month.
   
2230 3.3
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


4Since you have been reading Kindle ebooks, how often have these factors influenced your decisions to buy an ebook?
 
 1 = Never , 2 = Once or twice a year , 3 = Three to ten times a year , 4 = About once or twice a month , 5 = More than twice a month
Answer
12345
Number of
  Responses
Rating
Score*
I bought an ebook that was recommended by a friend, relative, or colleague.
   
2236 2.6
I bought an ebook that was recommended or listed by Amazon.
   
2227 2.9
I bought an ebook that was recommended, listed, or excerpted on Kindle Nation.
   
2232 2.6
I bought an ebook after reading a free excerpt, author interview, or other material on Kindle Nation or another source.
   
2228 2.7
I bought an ebook after hearing about it on the radio, television, newspaper, or magazine.
   
2228 2.3
I bought an ebook after noticing that it was a bestseller in one of my favorite categories.
   
2219 2.4
I bought an ebook after noticing the hardcover or paperback edition in a store or library.
   
2220 2.3
I bought an ebook, despite it being priced higher than I wanted to pay, because it received a strong recommendation from a source I tend to trust.
   
2222 1.8
I bought an ebook so that I could read and discuss it with friends or neighbors in a book group or other setting.
   
2218 1.6
I downloaded a free ebook after learning about it from a Kindle Nation Daily Free Book Alert.
   
2241 3.1
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


5Please use the following ranking system to estimate as well as you can your previous book buying or borrowing habits, before you began reading on the Kindle or a Kindle App. (For library books, think "borrowed" when you read "bought.")
 
 1 = I didn't buy them , 2 = I bought fewer than 5 per year , 3 = I bought 5 to 15 per year , 4 = I bought 15 to 30 per year , 5 = I buy 30 to 60 per year , 6 = I bought more than 60 per year
Answer
123456
Number of
  Responses
Rating
Score*
New hardcover or paperback print books from Amazon
   
2230 2.6
New hardcover or paperback print books from independent booksellers
   
2214 2.2
New hardcover or paperback print books from chain or big-box stores
   
2217 2.6
Print (hardcover or paperback) and audio books borrowed from the library
   
2206 2.6
Audiobooks from Audible.com, the iTunes Store, or elsewhere
   
2212 1.4
New hardcover or paperback print books from a book club such as BOMC, Literary Guild, or QPB.
   
2203 1.3
Used print books from bookstores, yard sales, library sales, or thrift shops
   
2220 2.6
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


6In the past, before you began reading Kindle content, how often did these factors influence your decisions to buy a book?
 
 1 = Never , 2 = Once or twice a year , 3 = Three to ten times a year , 4 = Once or twice a month , 5 = More than twice a month
Answer
12345
Number of
  Responses
Rating
Score*
I bought a book that was recommended by a friend, relative, or colleague.
   
2214 2.5
I bought a book that was recommended or listed by Amazon.
   
2204 2.2
I bought a book after reading a free excerpt, author interview, or other material online.
   
2196 2.0
I bought a book after hearing about it on the radio or television, or reading a review in a newspaper or magazine.
   
2201 2.3
I bought a book after noticing that it was a bestseller in one of my favorite categories.
   
2204 2.2
I bought a book after noticing the hardcover or paperback edition in a store or library.
   
2198 2.5
I bought a book after it was included as a book club selection. (BOMC, Literary Guild, QPB, etc.)
   
2197 1.3
I bought a book so that I could read and discuss it with friends or neighbors in a book group or other setting.
   
2180 1.5
I bought a book for temporary use knowing that I could lend it, give it away, or resell it when I was finished with it.
   
2195 2.0
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


7Please use the following scale to tell us about your use of various Kindle features.
 
 1 = Wasn't aware of this feature , 2 = Rarely use , 3 = Sometimes use , 4 = Use every week , 5 = Use nearly every day
Answer
12345
Number of
  Responses
Rating
Score*
Purchasing, downloading, and reading Kindle books
   
2220 4.4
Downloading and reading ebooks from sources other than the Kindle Store
   
2212 2.5
Checking out free samples before I buy a Kindle book
   
2217 3.2
Listening to Kindle content with text-to-speech
   
2206 2.3
Listening to music or audiobooks from Audible.com or other sources on Kindle
   
2205 1.9
Purchasing, downloading, and reading Kindle books with a Kindle app rather than on the Kindle device
   
2207 2.7
Using the Kindle web browser to check email or other web information
   
2211 2.2
Subscribing to and reading Kindle editions of blogs
   
2210 2.6
Using the new lending feature to lend or borrow Kindle books
   
2204 1.9
Sending personal documents, memos, manuscripts, etc., to my Kindle to read
   
2209 2.1
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


8Please use the following scale to tell us about your likely use of possible Kindle features if they were offered to you at some time in the future.
 
 1 = Would not be interested , 2 = Somewhat interested , 3 = Very interested , 4 = I would love this
Answer
1234
Number of
  Responses
Rating
Score*
The ability to buy, download and play non-book content such as music and movies via enhanced Kindle-branded hardware
   
2220 1.9
The ability to order any item directly from any part of the Amazon.com store via your Kindle
   
2218 2.2
The ability to download and read free library books with your Kindle
   
2226 3.3
An opt-in feature that would provide free subscriptions to Kindle editions of blogs with limited amounts of embedded text advertsiing
   
2217 2.2
An opt-in feature that would provide discounted subscriptions to Kindle editions of newspapers and magazines with limited amounts of embedded text advertsiing
   
2206 2.2
A multi-purpose Kindle-branded tablet that plays media, runs Apps and surfs web
   
2216 2.3
A non-reflective color touch screen that can be read in direct sunlight
   
2219 2.9
Ability to convert and read ebooks that I have acquired elsewhere in ePub or other formats
   
2212 2.9
An annual "bookshelf" subscription that would allow you to download an unlimited number of Kindle books
   
2220 3.1
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


9Please select the choices that describe your feelings about each of these groups, companies, or individuals, as a customer who reads and might buy their books or products, in terms of your loyalty to them or willingness to trust what they say about books, book prices and selection, the cost factors involved in the book business, and the future of publishing.
 
 1 = Never heard of them, or pay no attention , 2 = Very Negative , 3 = Negative , 4 = Neutral or No Feelings , 5 = Positive , 6 = Very Positive
Answer
123456
Number of
  Responses
Rating
Score*
Bestselling authors
   
2217 4.5
Independent or emerging authors
   
2198 4.5
Agency Model Publishers (MacMillan, Penguin, HarperCollins, Hachette, Simon & Schuster)
   
2206 3.4
Small independent publishers
   
2208 4.2
Literary agents
   
2204 3.5
Jeff Bezos and Amazon
   
2213 4.7
Steve Jobs and Apple
   
2214 4.0
Steve Windwalker and Kindle Nation Daily
   
2214 4.8
Newspaper and magazine book reviewers that you often read, if any
   
2208 4.3
Oprah's Book Club
   
2215 3.4
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


10Please use this scale to share your opinions about Kindle Nation in order to help us make it better.
 
 1 = Never , 2 = Occasionally , 3 = Often , 4 = All the time
Answer
1234
Number of
  Responses
Rating
Score*
I pay 99 cents a month for a Kindle subscription to the Kindle Nation Daily blog so that I can read it on my Kindle.
   
2198 1.5
I visit the Kindle Nation Daily website and read it there.
   
2195 2.0
I read the weekly Kindle Nation email newsletter when it arrives in my inbox.
   
2190 2.6
I read back issues on the Kindle Nation archive website.
   
2176 1.5
I enjoy receiving the daily Free Book Alerts and prefer having the full listings included so I don't have to go rooting around for them.
   
2186 2.6
I am annoyed by the length of the Free Book Alerts and would prefer that only a few titles were included each day.
   
2170 1.6
I appreciate the work that goes into Kindle Nation and don't mind seeing a few ads and sponsorships to help defray expenses and pay Steve Windwalker and the staff.
   
2185 3.0
I'm annoyed by the ads and sponsorships that I see on Kindle Nation.
   
2177 1.4
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


11Please help us make decisions about what kind of content you'd like to see from Kindle Nation by sharing your likely response to these current or possible future types of posts and features.
 
 1 = Not important to me , 2 = Negative response , 3 = Neutral response , 4 = Positive response , 5 = A daily staple
Answer
12345
Number of
  Responses
Rating
Score*
Kindle Nation Daily Free Book Alerts
   
2182 4.1
Free Kindle Nation Shorts
   
2174 3.2
Kindle User Tips
   
2167 4.1
From the Kindle Nation Mailbag: Q&A
   
2133 3.6
News About the Kindle, eBooks, and the Changing World of Reading
   
2164 4.0
Monthly Analysis of Prices in the Kindle Store
   
2163 3.5
A Weekly Kindle Nation 5-Star Fiction Feature
   
2163 3.6
Free Book Listings Sorted by Category
   
2168 4.1
Kindle Nation Kids' Corner
   
2155 2.6
Free Kindle Giveaways
   
2168 3.8
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.
12Amazon has been clear that its mission with the Kindle is to provide a purpose-built reading device that delivers a superior reading experience. How would you rate the Kindle's performance in each of the following areas?
 
 1 = I wasn't aware of this feature , 2 = An annoying distraction from the Kindle's purpose , 3 = Okay, but not very important to me , 4 = Useful, even if flawed , 5 = A superior experience
Answer
12345
Number of
  Responses
Rating
Score*
Reading books
 
2213 4.9
Readings newspapers
   
2194 3.3
Reading blogs
   
2189 3.3
Playing word games or using other apps and utilities
   
2200 3.2
Reading manuscripts and personal or business documents
   
2200 3.2
Checking email
   
2205 2.9
Surfing the web
   
2192 2.9
Listening to text-to-speech
   
2173 3.3
Listening to audiobooks from Audible.com or other sources
   
2186 3.0
Browsing and ordering Kindle ebooks on the Kindle via the inbuilt Kindle Store
   
2206 4.3
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


13Please rate the following statements about ebook prices in terms of how well they may apply to your ebook buying behavior.
 
 1 = Strongly disagree , 2 = Disagree , 3 = Not sure , 4 = Agree , 5 = Strongly agree
Answer
12345
Number of
  Responses
Rating
Score*
I occasionally pay $10 to $12.99 for newly released ebook titles.
   
2216 2.9
I occasionally pay $13 or more for newly released ebook titles.
   
2207 2.0
I frequently choose to delay purchasing an ebook that I want to read if I believe that the price is too high
   
2216 4.4
I'll pay over $9.99, but only for technical or professional ebooks.
   
2209 2.5
I didn't think I would be willing to pay over $9.99 for ebooks, but I've been doing it at least twice a month.
   
2214 2.0
If publishers keep charging higher bestseller prices, I'll buy more backlist or indie titles.
   
2210 4.0
With recent ebook price controversies, I've become more price-conscious.
   
2217 4.2
*The Rating Score is the weighted average calculated by dividing the sum of all weighted ratings by the number of total responses.


14If you could name three improvements that you'd like to see in the Kindle in the future, what would they be? Anything is fair game: price, software, hardware, user-friendliness, content, anything.
 
 Number of
Responses
  1616
15As a male of relentlessly advancing years and Cherokee and Scots-Irish lineage, I find myself mildly interested in the profile and demographics of Kindle owners. If you would like to share a little information, I'd be interested. I will never share individual information with anyone else, but I may aggregate it and write in general terms about who we are as citizens of Kindle Nation. (Please choose all that apply to you.)
 
Answer
0%100%
Number of
Responses
Response
Ratio
I am a female.
   
1483 66.5%
I am a male.
   
719 32.2%
I am under 25 years of age.
   
29 1.3%
I am between 25 and 54 years of age.
   
1033 46.3%
I am 55 years of age or older.
   
1148 51.5%
I love technology and pick up new technology knowledge easily.
   
1671 74.9%
I am not tech-savvy, but I had to have a Kindle.
   
382 17.1%
To the extent my budget allows, I am an early adopter of new technology.
   
1563 70.1%
I am an author, publisher, blogger, or journalist.
   
314 14.0%
I frequently speak and read a language other than English. (Please specify)
   
158 7.0%
I am a U.S. resident.
   
2079 93.2%
I am a U.K. resident.
   
31 1.3%
I am a resident of Canada
   
34 1.5%
I am a resident of a country other than the U.S., Canada, or the U.K.
   
68 3.0%
I use my Kindle frequently in travel outside my country of residence.
   
387 17.3%
Other
   
113 5.0%
 Totals2229100%

Text Block:
Thanks for participating in the Kindle Nation Winter 2011 Citizen Survey. We respect your privacy and your identity will always remain strictly confidential.
Steve Windwalker, Kindle Nation Daily
 
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