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iPad climbs to 16 percent of e-reader market

updated 12:50 pm EDT, Thu May 20, 2010

Newspaper, magazine readership grows

The iPad is already making a significant impact on the US e-reader market, a new ChangeWave survey suggests. Of 245 people identified as owning an e-reader, 16 percent say they own an iPad, despite the fact that the device has only been available since April 3rd. Still in control of the market is the Amazon Kindle, with about 62 percent of owners.

The same group is said to indicate significant increases in newspaper and magazine readership. Whereas only 11 percent of e-reader owners were reading electronic newspapers in February, the number has increased to 18 percent as of May. Magazines are up from 7 percent to 14 percent. E-books, the most common material for e-reading, have declined slightly in importance from 90 to 88 percent.

The iPad is believed to be directly responsible, as 50 percent of that device's owners say they read newspapers, versus only 14 percent for all other e-readers. 38 percent are reading magazines, next to 11 percent for the competition.

In a broader survey group, including 3,174 people, some 7 percent say they are "very likely" to buy an iPad, while 13 percent identify as "somewhat likely." Both numbers exceed pre-release results from February, measured at 4 percent and 9 percent respectively.

Of a group of 153 iPad owners, 74 percent report being "very satisfied" with the device. 17 percent are listed as "somewhat satisfied;" a mere 1 percent each are recorded as being either somewhat or very unsatisfied. Screen size and quality is cited as the most liked factor at 21 percent, followed by ease of use at 15, size and weight at 12, and portability at 10. 11 percent are disappointed at the lack of Flash, however; 9 percent apiece are annoyed by problems with connectivity and screen visibility, including keeping the glass clean. 7 percent are bothered by a lack of apps, and a similar number complain that the iPad is too heavy.

The survey lastly breaks down usage, noting that web browsing is the most popular iPad activity at 83 percent. 71 percent check e-mail, and 56 percent use apps. ChangeWave suggests that the iPad is "becoming a truly convergent device" however, since 48 percent watch videos, 33 read books, 29 percent play games and 28 percent read newspapers and magazines. A mere 18 percent are quoted as listening to music.

by MacNN Staff



  1. Spacemoose

    Joined: Dec 1969


    Sample Size, Conclusion Fail

    iPad Climbs to 16% of tiny survey of e-reader users.

    One wonders what percent of the e-reader market the iPad holds.

  1. testudo

    Joined: Dec 1969



    Of course, another question is "Did the people who replied 'I have an iPad! Woot!" actually use it as an eReader, or did they reply because they COULD use it as an eReader?

  1. Inkling

    Joined: Dec 1969


    An unhappy writer

    As a writer, I'm delighted by the new opportunities offered by the iPad and the iBookstore. I have one book there and hope to have more.

    But I'm unhappy about the restrictions ePub places on a book's appearance. To understand ePub, step back in your mind to the early 1990s and HTML 1.0, a weak standard with few layout tools beyond handcoding. That's ePub. It can handle novels and simple biographies, but nothing more complex than an inline graphic. (Look at the Alice in Wonderland that Apple distributes.) The enormous potential of that beautiful iPad display is being wasted. Because of ePub, the only real advantage the iPad has as an ereader over the Kindle's primitive Mobipocket format is that it can include crudely placed color graphics.

    In contrast, PDF is a mature, complex, and powerful format that works as well for ebooks with a known screen size as it does for paper. Until ePub matures, Apple should establish PDF specifications for their ebooks and sell them alongside those in ePub. The move would also make life much easier for publishers, since they could use the same staff and applications they use to create print books. Apple could soon end up with more ebooks than Amazon.

    --Michael W. Perry, Seattle

  1. Jonathan-Tanya

    Joined: Dec 1969


    and further down we find....

    And further down in the details, you find that ony 12% of Kindle owner watch p*** on the device, while 73% of iPad owner watch p***.

    However, among the color-blind population the percentages were roughly the same.

    Good news for magazine readership, although it contradicts with an earlier article about GQ, or maybe its just that nobody reads GQ.

  1. testudo

    Joined: Dec 1969



    Good news for magazine readership, although it contradicts with an earlier article about GQ, or maybe its just that nobody reads GQ.

    Or it could just mean different things to different people. Saying you 'read magazines' does not mean you read a multitude of magazines on the iPad. It could be that those 38% of ipad as an ereader group read a magazine or two, and even then, is it a subscription/weekly thing, or just a "let's see" and go from there.

    As with most things on the iPad, it isn't what it is being used for now that is important, as it is new and people are trying out all sorts of things. It's about what they're doing with it a year from now that is important.

  1. Fast iBook

    Joined: Dec 1969


    Comparison is needed.

    How long has the droid been out? I've never seen one ever even when riding on trains with hundreds of people. In contrast i've seen 2 iPads on the train and when was it released?.

    - A

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