Tech Talk: For New Nook, Barnes & Noble Emphasizes Profiles and Sharing

November 9, 2012  |  

Barnes & Noble introduced the ad campaign for the Nook HD and Nook HD+, the company’s 7- and 9-inch tablet and e-readers. The commercial, which will air across all major networks and is available on YouTube, highlights the ability to create separate profiles for each users, allowing an entire family to share the device—if you can steal it away from everyone else. Here’s the ad spot:

“We ultimately zeroed in on something we knew was important to our customers and unique to these devices: they are at once totally personal and completely shareable,” said Glenn Kaplan, creative director at Barnes & Noble, in a statement about the ad campaign. “We recognized the opportunity to create a story these customers could relate to.”

Mashable reports that the Profiles feature isn’t unique to Nook tablets—Amazon’s latest version of the Kindle Fire also has a similar feature—but Barnes & Noble was the first to offer such an ability.

Forrester Research predicted that there will be 29.4 million US  consumers with e-readers by 2015. Additionally, in February 2012, the Pew Internet and American Life Project found that 21% of all US adults had read an e-book in the past 12 months.

“Those who read e-books are more likely to be under age 50, have some college education, and live in households earning more than $50,000,” Pew noted in its report [PDF].

While this data is nearly 10 months old at this point, we can surmise that the number of adults owning e-readers and reading e-books has continued to rise. As individuals and families embrace the B&N Nook and other devices—no matter what feature they like the best—using tablets and e-readers for educational and pleasure reading will be a trend in 2013.

Do you own one? Is it on your holiday wish list?

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