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Amazon and Apple are missing e-book viewer sales opportunities in the UK, a pollster has claimed.

Earlier this year, YouGov questioned 784 UK-based people it believes are potential e-book buyers. Some 65 per cent said that a Sony-made e-book viewers would likely fulfill their electronic reading requirements.

But respondents also flagged Amazon and Apple as two firms whose e-book products would likely also meet their requirements – despite the fact that Amazon’s Kindle range is only available in North America, and that Apple doesn’t make an e-book viewer.

Caroline Gaskin, Consulting Director at YouGov, suggested that Amazon’s e-book strategy and Apple’s lack of one could stunt the UK market for e-book devices.

“The lack of products from Amazon and Apple may inhibit the market in the short term,” she said.

It’s worth noting that only a tiny number of those questioned – five per cent – were aware that High Street booksellers also offer e-books.

The research also discovered which features e-book buyers in Blighty desire most. Screen clarity is of vital importance, as are the device’s size and weight.

Anyone waiting for an Apple e-book viewer will probably be more concerned about the device’s style, the research concluded, while those who favour Amazon's offerings probably care more about the range of available titles. ®

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