According to a new survey conducted by comScore, the iPad equals the Amazon Kindle in consumer awareness, and appeals equally to consumers who own an iPhone or iPod touch and those who don’t. The survey of 2,176 Internet users found that 65% were aware of the iPad, the same number who were aware of the Amazon Kindle, and the numbers of those seriously considering a purchase in the next three months were also similar between the two devices, at 15% and 14%, respectively. The same percentage—15%—of respondents who currently own an iPhone or iPod touch are seriously considering purchasing an iPad in the next three months, suggesting that a prior purchase of an iPhone OS device does not increase a consumer’s likelihood of purchasing an iPad. When questioned about which iPad features and activities they would be most likely to use if they owned a device, only 37% said book reading—compared with 28% who said they would be “unlikely” or “very unlikely” to read books on the device. Internet browsing was the most popular choice, with 50% of respondents saying they would be “likely” or “very likely” to surf on the iPad, followed by 48% for email, and 38% who indicated they would likely listen to music.