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eReaders Could Become Search Boon For Marketers

EReader adoption rates have surpassed those of tablets, according to a Pew Internet & American Life Project report released Monday. Some search marketing experts believe the gap will widen as eReaders become more affordable and offer the most basic Internet-connected services for free.

The share of adults in the United States who own an eReader doubled to 12% in May 2011, up from 6% in November 2010. Kindle or Nook, both portable eReaders, allow consumers to download and read books and periodicals. Amazon on Kindle offers 3G connectivity for free. This is the first time since Pew began measuring eReader use in April 2009 that ownership of this device has reached double digits among U.S. adults.

Tablet computers designed for more interactive Web functions have not seen the same level of growth in recent months. In May 2011, 8% of adults reported owning a tablet computer, such as an iPad, Samsung Galaxy or Motorola Xoom. That percentage has only slightly risen from the 7% who reported owning this type of device in January 2011. It represents a 3 percentage-point increase in ownership since November 2010. Prior to that, tablet ownership had been climbing quickly, according to the report.

Similar to the need to segment mobile from computers in paid-search platforms, such as Google AdWords and Microsoft AdCenter, it will become increasingly important for marketers to segment eReader campaigns from those running on tablets once the engines offer the service.

Search on eReaders will become the device's most basic function, according to some experts.

"Clearly, eReader manufacturers like Nook and Kindle will bundle deep Web functionality to capture more market share because many people only want basic access to the Internet services, such as email and Web surfing," said aimClear Founder Marty Weintraub. "It's a no-brainer, really. Searches will increase for these devices across millions of books, and we can expect manufacturers to poach market share from devices like iPad."

Consumers have access to the Internet and search through eReaders, which are less expensive compared with tablets, less complicated to use, and book-centric for those who want the convenience of a digital device. The ability to access the Internet and search for information could keep eReaders "over the top" when it comes to adoption, Weintraub said, pointing to Kindle, which offers free 3G wireless connectivity.

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Would you like to donate your local animal shelter or rescue but do not have funds for supplies or the time to volunteer? There are several ways to gather donations that involve only a minor investment of time and, perhaps, the cost of fuel.

By going to your favorite internet search engine and typing “free dog/cat/pet food” or “free pet sample” you will discover many websites offering free samples. I have requested and received sample and full size packages of dog and cat food, horse treats, catnip, parrot food and other pet related products.

Many of the websites require you to provide your email address. To avoid unwanted emails you may wish to set up a free account such as at www.yahoo.com for your sample requesting venture.

Another place I often find free pet food offers is the coupon section of my weekend newspaper. When new foods are introduced there is often a coupon for a free trial size. Recruit friends and family to help and you will soon have an overflowing box of pet food to donate.

Another useful item that is easily obtained is the white plastic 5 gallon bucket. Fast food restaurants, bakeries, and nursing facilities often receive condiments and other food in them. Ask to speak to the manager and you often will be offered as many as you can carry. Some facilities may charge a small fee while others freely give the buckets.

The buckets serve multiple purposes-storage, hauling water, and enclosure cleaning. I have even seen websites where someone has used the buckets to make poultry nest boxes and exercise wheels for hedgehogs. Imagination is the only limit.

Please remember to be considerate and wash the buckets of food residue prior to donating.

For shelters and rescues with reptiles and small mammals, PVC pipes can be used as shelters and to create mazes for enrichment. PVC pipes are available in a variety of diameters and configurations. Stopping at construction sites and explaining what you are looking for and why will often gain you access to the scrap pile.

Iguanas, rabbits, livestock are a few of the animals that require fresh produce in their diet. Speak to the produce manager of your local grocer and ask for the trimmings and bruised fruits and vegetables in order to help local unwanted animals.

Join your local www.Freecycle.org group. Freecycle is where those who have unwanted items offer them free of charge to those who are in need. You an use Freecycle to collect pet items for donating.

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