©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
Apple’s iPad may have captivated Madison Avenue, but it is a distant also-ran when it comes to consumer brand loyalty in the burgeoning marketplace of electronic readers, according to the 2011 edition of Brand Keys Customer Loyalty Engagement Index. Amazon.com’s Kindle dominates the market, according to the highly regarded brand research.
The study, which draws its insights and the drivers that influence brands directly from the consumers who use them, ranks Kindle No. 1, followed by Barnes & Noble’s Nook, and Sony’s and Kobo’s eBook readers, with the iPad ranking last.