iPad is eating Amazon’s Kindle

ChangeWave’s latest survey of more than 2,800 consumers shows the Amazon Kindle (47%; down 15-pts) is hanging on to a rapidly diminishing lead over the Apple iPad (32%; up 16-pts) among current e-Reader owners. However, the iPad’s share of the overall market has doubled since the last time ChangeWave surveyed e-Reader owners in August.

Author Ad Placeholder
Will only appear on redesign env.

The rest of the market includes the Sony Reader (5%) and the Barnes and Noble Nook (4%).

A noteworthy three-in-four iPad e-Reader owners (75%) say they are Very Satisfied with their device compared to 54% of Kindle e-Reader owners.

However, Amazon Kindle owners are more likely to read books on their device (93%) than iPad owners (76%), who appear to be more focused on instant gratification — iPad owners are nearly five times more likely to read newspapers and magazines than their Kindle counterparts, and 15 times more likely to read blogs and news feeds.

5% of respondents saying they are Very Likely to buy an e-Reader and 10% Somewhat Likely over the next 90 days.

ChangeWave’s survey shows the Apple iPad will be the biggest beneficiary of the expanding e-Reader market this holiday season, ChangeWave said.

FTC: We use income earning auto affiliate links. More.

You’re reading 9to5Mac — experts who break news about Apple and its surrounding ecosystem, day after day. Be sure to check out our homepage for all the latest news, and follow 9to5Mac on Twitter, Facebook, and LinkedIn to stay in the loop. Don’t know where to start? Check out our exclusive stories, reviews, how-tos, and subscribe to our YouTube channel