iPad gaining on Kindle in e-Reader market share

Apple's iPad is gaining fast on Amazon's Kindle in the battle for eBook reader dominance according to a new survey conducted by ChangeWave Research.

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.

iPad owners are also consuming different types of content (newspapers, magazines etc) that Kindle owners aren't engaging in, and recent market share of the iPad has doubled while the Kindle has seen a quickening decline. In addition, the survey shows 75% of iPad owners are Very Satisfied with their device, while only 54% of Kindle owners could say the same.

We know the iPad does a lot more than a Kindle but this survey was specific to e-Readers, which makes it particularly impressive given the Kindle's head start and the iPad's much higher price tag. It will be interesting to see how market shares shift between the two devices going forward, especially over this holiday season.

What about you, would you prefer an iPad over a Kindle when it comes to reading eBooks, newspapers or magazines? Let us know in the comments!


Andrew Wray is a Salt Lake City, Utah based writer who focuses on news, how-tos, and jailbreak. Andrew also enjoys running, spending time with his daughter, and jamming out on his guitar. He works in a management position for Unisys Technical Services, a subsidiary of Unisys Corporation.

  • Uhmmm... I would like to check what kind of question was made to people that answered this. Do people that answered they hava an iPad really do use it as a ebook reader? I could bet many of those answered they have the iPad as a ebook reader but never read one full book on an iPad.
  • If I were going to buy an ebook reader, I'd buy an iPad for the simple fact that it's much more than just an ebook reader. It doesn't necessarily mean the iPad performs better than the Kindle as an ebook reader. It's just more practical to buy an iPad.
    If I need a bottle opener and I'm given a choice of owning a basic bottle opener or a Swiss Army knife, guess which one I'd rather own?
  • I don't think you'll find Amazon too worried by this. They have a Kindle iPad app anyway and they're more interested in selling eBooks than the Kindle reader, on which they make little or no profit.
  • I have both -- is that accounted for in the results?
    I definitely prefer to read e-books on the Kindle, and to use the iPad for other things. However, I often only have my iPad with me, so I do end up using my iPad to read books using the Kindle app. However, I also read some PDF e-books that just don't work that great on the Kindle.
    The top two ways that I use my iPad are to read RSS feeds and e-mail. I spend far more time "reading" those than I do reading books. In that regard, then, I guess the iPad is as much an "e-reader" as the Kindle, but it's weird to think of it that way.
  • I have an iPad and my wife has a g2 Kindle. The iPad works great for quick reading...the Kindle is light years better for serious reading. I say that due to the weight and e-ink being much easier on my eyes. Like jeffo said, with the Kindle app available, and in my opinion superior to iBooks, I don't think Amazon is worried.
  • So what.. Android took the marketshare from iPhone. Every time your leader posts something about that, the b*tches and moans that Android is an operating system, not a cell phone. Well guess what? The iPad is a TABLET, not an e-reader. Yes, you can read books on it, but I can do the same on my Droid X
  • I DO use my iPad as an e-Reader and have read over 75 books on it. I look at the kindle and it seems so dark.
  • I have been a long time Kindle own. Purchased the first generation when it came out. Then when the second generation model was available I purchased it to replace the old one. I recently picked up an iPad and tried the Kindle app. My Kindle went to ebay shortly there after.
  • This, like most of the surveys posted here, doesn't even remotely come close to passing the smell test.
    Lies, damn lies, and statistics... Indeed.
  • Agreed with Myria, this survey is neither interesting nor important. For ebooks, hardware is just a small part of the question. How many books are these hardware owners buying?
  • How many consumers were surveyed?