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.
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.