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

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.
Written by Larry Dignan, Contributor on

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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