To acknowledge that there can be such a swing in favourship over which produce is more beneficial it is important to promote the idea of responsible use; which in the favour of E-readers is that of the lifespan and subsequent upgrade capabilities that are present. Although there is no specific guarantee as to how long these devices can last, there is general consensus through personal opinions on various reviews that would suggest that most if not all devices can last upwards of five plus years; this information is limited until an official body can discover its true relevance, so should be taken with caution.With this information in mind it becomes clear that the purpose of this animation is not particularly to convince people to switch to e-readers, but more so to promote responsible use while urging a particular group of target people to consider switching to gain more environmental consciousness. The most recent specific data available is a Yougov survey which states that the average person in the United Kingdom (UK) reads about 10 books a year. (Yougov 2014) with this in mind comparatively to the information provided by the Hedgehog Company then this animation’s target animation could be aimed towards the general public. This overall, is far too broad so to narrow it down there will be a specific focus on those that are avid book readers, the top consumers of the hobby. Rather than acknowledging organisations and corporate bodies, the true hobbyists are the ones to be persuaded. Overall the message needs to be clear that responsibility is the key message when approaching any attempt to be more environmentally conscious.