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iPad closing gaps in ownership, reading habits with Kindle

updated 03:25 pm EST, Tue November 30, 2010

ChangeWave says iPad, Kindle gaps narrowing

The gap between iPad and Kindle ownership is closing fast not just in ownership but in the way owners actually use their devices, ChangeWave found today. Of its current pool of respondents, 32 percent claimed in November to have an iPad as their e-reader. The portion was still lower than Amazon's 47 percent but is much closer than in August, when 62 percent claimed to use a Kindle and just 16 percent pointed to their iPads.

Reading habits weren't tracked over time but are now closer than once thought on launch. As expected, 93 percent of Kindle owners use theirs for e-books, but an unusually high 76 percent of tracked iPad owners do the same.

Trouble may also be looming for Amazon in periodicals, the study found: no more than 11 percent of Kindle owners were using theirs for magazines, newspapers or blogs, but between 36 percent and 51 percent of iPad owners were actively using theirs for the same purposes. Amazon has touted an edge in automatic downloads but lacks the color screen, touch input or other features that have made iPad periodicals relatively popular even in their early stages.

Publishers like News Corp and Virgin have been producing iPad-oriented magazines while often sidestepping the Kindle entirely.

Many iPad owners were also noticeably happier. About 75 percent of iPad owners were "very satisfied," but only 54 percent of Kindle owners were similarly confident. Very few were unsatisfied, but the bias left significantly more Kindle users unhappy about some aspects of their experience.

Apple might also benefit as a supporter of e-reading in the near future, the study found. Of those ready to buy in the next 90 days, 42 percent picked the iPad while only 33 percent were planning to get a Kindle. Just four percent or less planned to get an alternative such as a Nook.

The study covered 2,800 users and isn't entirely reflective of the market but could signal a change away from grayscale e-readers like the Kindle even at the expense of traditional advantages, such as the lack of eyestrain or the long battery life. Amazon has insisted it doesn't need to compete because of its singular focus, but many of those who buy iPads say they will skip getting a separate e-reader since the iPad accomplishes all the same goals.

by MacNN Staff



  1. vistate

    Joined: Dec 1969


    what else can you do on kindle?

    How can kindles use as an E-Reader decrease? if you have a kindle you can't do anything else with it..maybe use it as a coaster.

    This article kind of fails - why don't you just say adoption of new e-readers -people are choosing ipad?

  1. iphonerulez

    Joined: Dec 1969


    What annoys me is that these surveys

    don't take into account that the Kindle has been around for a couple of years and when the first survey was taken, the iPad had only been around for about six months. Consumers wouldn't just necessarily stop using their Kindles just because the iPad was introduced. It takes time for consumers to change device preferences. Once content becomes available on the iPad that isn't on the Kindle, more consumers will use the iPad for reading. The iPad is certainly more suited to reading magazines and newspapers than the Kindle. Novels will still be the Kindle's strength. Nothing wrong with that. Both the Kindle and iPad should exist side by side.

  1. Jonathan-Tanya

    Joined: Dec 1969


    Survey, as stated, is incomplete

    You can say you use it as an ereader, but are you buying books?

    Look, as a magazine readerbthe iPad is interesting... As an app player, phenomenal

    But publishers know who is delivering shook sales, and it's not apple, this survey is misleading.

    Written on my iPad

  1. onehere

    Joined: Dec 1969


    Nook Color beats all.

    Forget Kindle and iPad, it's so last year. Nook Color wins. There's over a million of free public ebooks as well as over a million of ebooks that you need to pay for available through Barnes & Noble eBook store. Prices are generally much lower than for physical books.
    - Nook allows to lend books for 2 weeks to friends or to your other devices that run B&N app. Barnes & Noble allows (when you walk in with the Nook to B&N store) to read any available eBook for free while in the store via free provided in the store Wi-Fi. With Nook, while in BN store you get exclusive articles from top authors, and great offers including cafe treats and unique deals.
    - Nook Color is better as a color e-Reader than Kindle simply because it has color and Kindle is black and white. Content that greatly benefits from color - such as kids books and magazines - looks much better and sharper on Nook Color's screen.
    - Nook Color is better as an e-Reader in general than iPad. It has a new generation screen which is anti-glare coated and is better performing in sunlight than iPad's. Also, as it's smaller in size than iPad, the text appears sharper on Nook's screen. Also it has 12,000 (more soon) kids books that are built as a game with feedback.
    - Nook Color has been picked as the editors choice by PC Magazine while pro reviewers of other sites (CNET, ZDNet, Engadget, AllThingsDigital, etc.) mentioned that it tested to be pretty fast for apps and PDF's, and has a beautiful screen.
    - Overall, Nook Color is more than e-Reader as you can also watch video and use Android applications on it. It's a hybrid device, much more than just an e-Reader but not a full tablet as it doesn't have a camera. If all you want is to read novels, Kindle (or the original e-Ink Nook) might be better for you. If you want something more from your device at half of the price of iPad or Galaxy tab, then Nook Color is your best bet.
    - Nook (unlike Kindle) can be used for library ebooks.
    - Nook (unlike Kindle) can be used for renting text-ebooks.

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