According to the results of the latest ChangeWave survey, the Apple iPad and Amazon Kindle are dominating the e-Reader market, despite differences in the devices’ usage patterns. When asked what eBook reader they currently owned, 47 percent said the Kindle—down 15 percent since the prior survey—while 32 percent said they owned an iPad, double the 16 percent of the market it held in August. Other entrants in the market included the Sony Reader at five percent and the Barnes and Noble Nook at four. In terms of customer satisfaction, 75 percent of iPad owners said they were “very satisfied” with their device, compared to just 54 percent of Kindle owners; overall satisfaction numbers, which include both “very” and “somewhat” satisfied responses, were even at 96 percent.
Another question the survey posed was what type of content users read on their respective devices. While Kindle owners were more likely to read books on their device than iPad users—at a count of 93 percent to 76 percent, respectively, iPad owners were nearly five times more like to read newspapers and magazines than Kindle owners, and 15 times more likely to read blogs and news feeds using their devices. Finally, while just five percent of respondents said they were very likely to buy an e-Reader over the next 90 days—10 percent said they were somewhat likely—42 percent of those respondents said they were most likely to purchase an iPad, compared to 33 percent who said they were most likely to buy a Kindle. The survey was completed November 8 and included responses from more than 2,800 consumers.