Though consumers say the Apple iPad is "more compelling" than the Amazon Kindle, 64% of e-reader owners say they prefer the Kindle to the iPad, according to a new survey from One News Page.
Consumers are most interested in the iPad's multi-functionality, the survey finds. Even so, they're more confident in the Kindle's future. In a market showdown between the iPad and Kindle, 51% of surveyed e-reader owners say the Kindle would likely be the victor and 49% say the iPad would win.
But the Kindle vs. iPad battle may not be a zero-sum game: 16% of e-reader owners say they own both a Kindle and an iPad.
Physical Books Not History Yet
Despite Amazon's July-2010 announcement that sales of e-books had surpassed those of hardcover books, physical books have a healthy future: 73% of e-reader owners say there is still a place for physical books.
But for vacationing consumers, e-books are the more popular choice: 53% of e-reader owners say they prefer to pack e-books rather than paperbacks for reading on the beach.
"The e-book has come of age," said Dr. Marc Pinter-Krainer, CEO of One News Page. "The Kindle has built a strong position as a specialist e-reader. Its new version is considerably cheaper and lighter than the iPad, which may explain why two-thirds of our users preferred it to the iPad as an e-reader."
"That said, it's clear the iPad as an e-book platform is already giving Amazon a stiff challenge and there's everything to play for as Apple only launched the iPad in March this year."
The e-reader market is now dominated by the Kindle, which now has between 60% and 80% of market share, according to One News Page.
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New-Generation Kindle Selling Faster Than Ever
Amazon began shipping its third-generation Kindle on August 25, 2010—two days ahead of the previously announced release. More of the new e-reader devices were ordered in the first four weeks of availability than in the same timeframe following any other Kindle launch, making the third-generation Kindle the fastest-selling device in its history, according to Amazon.
In addition to being lighter and smaller, the new Kindle is faster—and well-priced for the upcoming holiday shopping season: The Wi-Fi-only Kindle lists for $139, $10 cheaper the Barnes& Noble Wi-Fi-only Nook, while the 3G/Wi-Fi Kindle lists for $189.
Other companies are also vying for a share of the e-reader market. Samsung just released its Android-based Galaxy Tab at the IFA Consumer Electronics Show in Berlin (September 3-8, 2010) and plans to partner with Barnes & Noble for an e-commerce storefront.
The new Android-based Folio 100 from Toshiba also debuted at IFA Berlin, according to CNET news.
About the data: Findings are from an online survey of 1,002 US and UK users of news navigator site One News Page who own e-readers, August 10-13, 2010.
