eBook reader, Kindle research - the democratic device

The latest Fast Forward report from Harris Interactive, the 9th edition, shows a substantial increase in ownership of eBook reader devices. Click here to download the full free report.

One of the things that distinguishes the eBook reader from other consumer electronic devices is how fairly distributed the incidence the ownership is across the age span in the country. If democratic is defined as being characterised by social equality, then the eBook reader is indeed one of the most democratic portable devices around today. This in fairly sharp contrast to the smartphone and tablet, as highlighted in an earlier post.

The data below shows a full profile of current ownership.

See how evenly the ownership profile is distributed by sex and age. Just as many 55+ year olds claim to own an eBook reader as 16-24s (and there are many more of the former in the general population).

If you want to know more, just get in touch - contact details on right-hand pane.

Mobile entertainment - the inexorable rise

It's been a full year since we published a new wave of our Fast Forward tracking report. This is the 9th edition with now over 2 years of tracking data.

The full report from Harris is free and click here to download it.

Fast Forward is a tracker of the UK public's entertainment habits, mobile entertainment habits, content piracy and device ownership. All data is based on nationally representative samples using the Harris Poll.  I'll post some other stories later, but in this post I'll focus on mobile entertainment.

The graph below shows how much more we are using our smartphones and other mobiles for entertainment and social networking.

Bear in mind the blue bar is a measure right now in August 2011 and the prior one is 12 months ago, so we should certainly expect to see significant gains in mobile entertainment usage as more and more of the general public acquire smartphones.


I've plucked out a few choice activities to show the same data in a way that really brings the uplifts to life:

Myspace research - news of sale hurts consumer brand sentiment

In the latest Harris Buzz report (the 8th edition) we took a new look at the Brand Buzz for Myspace, which is interesting given its recent sale and all the media coverage that went with it.

We see a dramatic decline in consumer Brand Buzz for the brand since that coverage - it's now just 20% of the level seen earlier this year.

Check out the full free report here.

News of the sale focused media attention on the Myspace brand with inevitable comparisons with the success of Facebook and Twitter. The story is all too clear from the ComScore/Reuters reporting below:

Harry Potter tops all-time list of Buzz excitement

The latest Harris Buzz report is available - click here and as usual it is free to download the full report.

In this edition (the 8th edition) we look at the public's awareness and buzz for the latest tech, media and entertainment news, including the newest Harry Potter film, the furore over phone hacking and the release of Google+.

The excitement for the last installment in the Harry Potter series tops our all-time list of excitement. The full all-time list ranked by excitement is shown below - and see the full report for the full story.

Get in touch if you want more details - contact details on the right-hand pane.