December 08, 2010 09:00 ET

Kindle Has It in the Handbag; iPad Is Backlit and Bigger

NetBase Brand Passion Index Discovers Consumers Love Smaller eReaders

MOUNTAIN VIEW, CA--(Marketwire - December 8, 2010) - NetBase, the Insight Discovery company, today announced the latest Brand Passion Index, which measures consumer passion for brands expressed via social media. Among the five eReader brands researched and analyzed with ConsumerBase from public internet and social media sources between Nov. 1, 2009 and Dec. 2, 2010, readers had the most to say about the iPad, but were more passionate about the Kindle. Sony Reader fans were few but mighty -- it got nothing but love.

According to the Consumer Electronics Association (CEA), spending on electronics will reach an all-time high this holiday season -- and eReaders are number three on the CEA's top ten wish list. 

To generate deeper insights from social media commentary on this holiday trend, the Index used NetBase's ConsumerBase tool to surface the emotions and passion levels as well as the reasons why people prefer one eReader brand over the others. The eReaders in the study were the Amazon Kindle, Apple iPad, BeBook, Barnes & Noble Nook and Sony Reader.

With an overwhelming 87 percent of its thousands of sound bites involving emotions associated with love or like, the Kindle emerged as an overall fan favorite. The most common comments from consumers were that it's both easy to carry, especially in a handbag, and easy on the eyes:

Until they make an iPad that can fit in my purse, Kindle will never be dead. Women love it because its size is perfect!

But we strongly prefer Kindle 3 because its performance is far zippier, it's screen is easier to read, and its smaller and lighter so it's more portable and more comfortable to hold in one hand for long reading sessions

I also have an iPad but I prefer the Kindle for reading, less glare and much lighter

Despite being the subject of over 90 percent of all conversations examined in the Index, Apple's iPad polarized the social media universe. The contrast between glowing reviews of the Kindle and complaints about the iPad were almost as harsh as some consumers found the iPad's screen to be:

I don't like the iPad because it is backlit

I love my Kindle because it is so easy on my eyes...the whole backlit thing with the iPad is SO disappointing and surprising

I am not interested in an iPad because it isn't as portable as my smaller devices, that slip easily in my purse: my phone, my MP3 and my Kindle.

The Sony Reader proved to be the "little engine that could" this holiday season, producing nearly 90 percent love/like emotions out of the small volume of conversation it generated. Comments surfaced by ConsumerBase show that fans of the Sony Reader simply love the choice they've made:

The Sony Reader on the other hand does support pdfs and is all round brilliant, I have one and I love it

I love my Sony Reader and take it everywhere

Each month, the Brand Passion Index analyzes consumer passion for brands in various categories and publishes the results on the NetBase blog.

For more information please visit:

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About NetBase
NetBase, the Insight Discovery company, provides social research and analysis tools that help market researchers and brand managers understand consumer opinions, emotions, and behaviors as expressed in social media and on the Web. Our state-of-the-art natural language processing (NLP) engine reads billions of conversations from more than 75 million social media sources. It automatically organizes up to one year of brand-related chatter to determine not only sentiment but also deep, actionable insights. NetBase NLP is over 80 percent accurate, so our customers have the trusted information they need to make informed business decisions. Over 60 global brands, including Coca-Cola, Procter & Gamble and JD Power & Associates depend on NetBase as their tool of choice for social media understanding. Based in the heart of Silicon Valley, NetBase is a privately held company. For more information, visit:

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