Last week the NPD Group released the results of a consumer survey (n=2,000) about demand for eReaders such as the Kindle. Here are the top-line findings:

• 37% of consumers surveyed "expressed interest in purchasing an e-reader"
• 40%+ said they were “somewhat uninterested” or “not interested at all"

Why are those "not interested" not interested?

• 70% of those "not interested" said it’s because they prefer the feel of an actual book.

Among the interested 37% here's what NPD found:

More than half of consumers were interested in wireless capability which is offered in the Amazon Kindle as well as the touch-screen capabilities like on the Sony Reader. One of the main reasons consumers said they were drawn to e-readers was the ability to buy and store multiple books, magazines, and newspapers. Among the other top reasons was the convenience of downloading books from the Web rather than purchasing them at a store, and the ease of carrying an e-reader versus a physical book, newspaper, or magazine.

Two things will drive this market, which is now taking hold and will grow: 

• Price cuts (see the new Sony Pocket Reader at $199)
• Broader functionality (e.g., mobile Internet access, color screens)

Of the two price is the key driver of adoption. One could argue that the tactile crowd who prefer physical books will prevent this market from really developing. However, as these devices become video players and WiFi internet devices people will see a range of reasons to own them -- and will.