Wednesday, December 1, 2010

What 7 percent of the owners of Amazon Kindle are doing with their Kindle?

An interesting survey was published yesterday showing how the e-Reader market has essentially become a two horse race between the Amazon Kindle and the Apple iPad.

ChangeWave’s latest survey of more than 2,800 consumers found that 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.

One of the interesting questions in the survey was 'Which of the following types of content do you currently read with your eBook Reader?' As you can see from the graph below with the results, only 76% of iPad owners read e-books with it. This is not a big surprise as only 10 days ago media and publishing market forecast firm Simba Information has estimated about 35% of iPad owners haven't used the devices to read e-books, based on the preliminary findings from a nationwide survey of over 1,800 respondents.

It just makes me wonder if we are really comparing here apples with apples or the iPad is actually an orange and shouldn't be compared with the Kindle, Nook and the rest of the e-readers.

What's even more interesting is the Kindle's reply with 93% reporting they read ebooks with their Kindle.

So I was wondering what the other 7% are doing with their Kindle? Is it just newspapers and magazines they read or they just have it but don't really like it? Any ideas?

Raz @ Eco-Libris