Apple iPad vs. Amazon's Kindle: Consumers weigh the two devices

Apple iPad vs. Amazon's Kindle: Consumers weigh the two devices

Summary: Apple's iPad and Amazon's Kindle are in a dead heat among consumers who are seriously considering a purchase of the devices in the next three months, according to comScore. But let's put those statistics in context: Few have even held an iPad yet it has the recognition of the Kindle.

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TOPICS: iPad, Amazon, Apple, Tablets
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Apple's iPad and Amazon's Kindle are in a dead heat among consumers who are seriously considering a purchase of the devices in the next three months, according to comScore. But let's put those statistics in context: Few have even held an iPad yet it has the recognition of the Kindle.

ComScore took a survey of 2,176 Internet users between March 12 and March 16. The takeaways:

  • Apple's iPad is boosting awareness for e-readers overall;
  • However, only 37 percent of respondents said they were likely to read books on the device.
  • Half of respondents said they would use the iPad for browsing the email.
  • 36 percent said they would watch movies and video with 34 percent said they would read newspapers and magazines.

Also: Apple’s iPad vs. Amazon’s Kindle: It’s not zero sum

The bottom line when it comes to buying intentions:

And how folks would use the iPad:

Overall, comScore reckons that iPad can pull in a lot of e-reading fans. However, the iPad represents a different category.

My hunch: If the Kindle price drops Amazon can hold its own against the iPad onslaught.

Related: Special Report: Apple tablet: It’s an iPad

With Kindle for Mac app, Amazon covers bases ahead of Apple iPad launch

Apple's iPad spurs rivals to improve products

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Topics: iPad, Amazon, Apple, Tablets

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61 comments
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  • iPad wins. No contest.

    Hmmm, do I want to buy a device that is only good for reading black
    and white text?

    Or, do I want a device that has the iBook store, the Kindle app, and
    the Nook app. Not to mention all of the other smaller ebook type
    apps. Oh, and these ebooks are all in color, with beautiful color
    pictures.

    Oh, and the iPad also has a beautiful, large multi-touch web surfing
    experience. Oh, and it does email, and photos.
    Oh yeah, and then there are the 150,000 apps that run on it, not to
    mention the thousands of new apps being written for it right now.
    Not to mention all the magazines and newspapers in a frenzy to get
    on the iPad.

    Hmmm, do I buy a kindle or an iPad? iPad, no contest.
    Vatdoro
    • duh!

      Why would anybody pay 489 for a fugly one-trick pony like the kindle????
      Monkeypox
      • Because...

        Well, gee, because it's an excellent READING device. It is far more comfortable to read for extended periods because of its eInk screen. Not to mention the week or more of battery life I get out my Kindle, as opposed to the less than a day I would get out of the iPad.

        I think the iPad will be great. It won't replace laptops for power users...and it won't replace a Kindle for people like me who read for hours at a time, which I can't do on a standard, backlit screen.

        The iPad serves a different market than the Kindle...a market segment that is new and not yet well-defined, a segment made up of people who want something bigger than a smartphone, something as versatile yet simpler and even more portable than a laptop. That is, I believe, the genius of the device, and e-reading is just one part of what it will do. I think people are concentrating so hard on this contest between iPad and Kindle as e-readers because there are no other comparisons to make yet.

        When Google or -- heaven help us -- Microsoft seriously address the iPad's market, then we'll have some sensible comparisons to talk about.
        online@...
        • I agree -- we need comparable devices for a more meaningful discussion

          Just because the 2 devices are similar in size
          (Kindle DX and iPad), the Kindle is priced where
          the iPad starts, and you can read on both does not
          mean we should compare them (endlessly).

          My Kindle is enjoyable for books (not Text Books)
          and black and white PDF documents. I can go a week
          or so between charges. I just wish that there was a
          better zoom.

          I will consider the iPad as a multi-use carry every
          where device. My iPhone goes with me everywhere and
          my Kindle is with me, 75% of the time. During the
          week, I think that I'd get better use out of the
          iPad. I am considering it over a laptop (thin and
          light) but it is hard for me to get past the fact
          that the iPad will not or may not run programs in
          the background. I am trying to determine if I need
          to - this could be a deal breaker for me.

          The advantages that the iPad has and why it might
          get my $600~$800 is that I frequently want to use a
          device on short notice while standing where a boot
          up can be an issue and a keyboard is unnecessary.
          MLamont
    • When less than 1%...

      of the general population actually owns a Kindle now?! I cannot take any poll seriously that says 14% plan on buying a Kindle in the next three months unless the sample was limited to "people who plan on buying an ereader within the next three months".
      oncall
    • I'll keep my Kindle

      Reading a book on the Kindle is just fine...sure the text is black on white like most other books...

      I have absolutely no use for the Ipad ...Heck I often forget to even take my cell phone with me when I go out the door of my house...

      Bob G
      327Bob
    • What about motion?

      http://www.appleinsider.com/articles/10/03/18/fascinating_motion_magazine_demo_highlights_ipads_potential.html

      ;-)
      Arm A. Geddon
  • RE: Apple iPad vs. Amazon's Kindle: Consumers weigh the two devices

    I ordered the Ipad and put my Kindle up for sale on Amazon Marketplace. It sold in about 3 hours for $220.00(I included the leather cover) The Ipad is so much more capable. Hey, I have Kindle for PC and on my Iphone so I can still read my content AND I got rid of the Kindle before it was as obsolete as an 8 track tape!
    lorihuze
  • read with a kindle, everything else with a real laptop

    half ass job of ipad doesn't please those who really want to read, or want to use a computer.
    crislevin
    • Amazing

      @crislevin
      "half ass job of ipad doesn't please those who really want to read, or
      want to use a computer."

      Care to explain how you know this? Obviously, a lot of people think the
      iPad is going to be great. So how do you know that they're wrong?

      Funny how the Mac-bashers have to make things up in order to foist
      their silly attacks.
      jragosta
    • A fact and a prediction

      Fact: The Kindle is the better device. That is
      absolutely undeniable by anyone with at least half
      a brain.

      Prediction: The iPad will annihilate the Kindle in
      sales and profit. Better != more profitable as
      proven by Zune vs iPod. Apple has turned selling
      to idiots into a science and they do it better
      than anyone else.
      NonZealot
      • Kindle better?

        @NonZealot:
        "Fact: The Kindle is the better device. That is
        absolutely undeniable by anyone with at least half
        a brain."

        Well, I guess if you have half a brain, maybe the Kindle DOES look
        better.

        In reality, the Kindle is inferior in almost every way. The only
        advantage to the Kindle is readability in bright light. Other than that,
        it isn't even in the same ballpark. Availability of books isn't even
        better on the Kindle - because you can use Kindle books on the iPad.

        But leave it to Mr. "Attack everything Apple does because I have no life
        and I'm jealous that other people can afford nice things" to dream up a
        fantasy like that.
        jragosta
        • Actually, your list is flawed

          Readability in bright light is only one Kindle advantage. Battery life is a huge difference, since the e-Ink once drawn on the screen consumes no battery life. Turning off the cellular radio on the Kindle can get a person almost two weeks of reading on a charge. Even with cellular on you'd still get far more than the iPad could dream of. There's also readability with the paper-like screen vs. the backlit screen of the iPad. So, I just wanted to make sure your list was complete as to what ways the Kindle is superior to the iPad. For sheer versatility though, obviously the iPad is going to win because it does so many more things. So the serious reader who wants an electronic format is going to lean towards the Kindle, whereas the person who will read but also watch video and listen to music and all the other things the iPad does will go for it. To me, I hope both products do well just so they can continue to be improved upon and the offerings to us the consumer grow. We win!
          Aragorn_z
      • idiot

        man, what are you smoking? your claims are so ridiculous, it isn't funny
        anymore.
        bannedfromzdnetagain
      • Not only, but also...

        From your own mouth...

        [i]"Apple has turned selling
        to idiots into a science and they do it better
        than anyone else."[/i]

        And you admit to having bought a MB Pro. Ergo...

        That and it is amusing you declare that the Kindle is better than the iPad, and that the Zune is better than the iPod.
        zkiwi
        • You have to love the logic.

          The village idiot uses the exact same argument that has lead to the
          dominance of windows, and claims, those that buy an Apple device
          idiots? Talk about double standards.
          Th real truth is Microsoft has turned selling to idiots into a science, and
          they do it better than anyone else. After all how many ?Second Editions?
          have they sold over the years? This includes vista SE (windows 7).
          Rick_K
      • Of course anything you have to say

        people take with a grain of salt.

        Of course you yourself have to include yourself into that idiot category, as I recall it was you who bought a MBP and claimed you got screwed over. Wow!
        Snooki_smoosh_smoosh
      • Fact

        Fact: Bears eat beets... Bears, Beets, Battlestar Galactica!
        Gritztastic
      • So based on your own words... How many Apple products do you own?

        Again based on your words I assume several of each. Pre ordered three
        or more iPads.

        Pagan jim
        James Quinn
        • $$$$

          must be nice to have lots of money
          azurehi