I want the entire story (the whole enchilada) in one book. I want to read the book, then get out. I don't want to feel the daunting commitment of having to read multiple books when all I really want to do is move on to something else.

If I find a book that sounds interesting to me, as soon as I see "Book 1 in the ______ Series" I promptly put it down.

The trend I've noticed today is that so many new authors (indie authors) start off their writing career with a series. I suggest starting off with stand-alone books to get established. Then worry about following the market trend of a series later, when you're more established.

Like you said, readers are hesitant to read a series, and especially from someone they've never read before.