eBooks survey: Kindle beats iPad… but paperbacks remain popular


A survey of over 1000 US and UK users found the Kindle scored strongly over the iPad as an e-reader. The survey also found demand remains for the trusty paperback, although many consumers are now going digital for their holiday reads.

The survey, from ebook store OneNewsPage, found its users admitted the iPad was “more compelling” than the Kindle because of the iPad’s multi-functionality, if it came to a straight head-to-head choice between e-readers, almost two thirds (64%) preferred Amazon’s Kindle to Apple’s iPad.



Interestingly, 16% of the OneNewsPage survey sample said they owned both a Kindle and an iPad, two of the best selling e-readers on the market.

Winning the e-reader popularity contest wasn’t the only good news for Amazon. Amazon was seen as the likely victor in an e-book marketing battle with Apple – albeit by a very small 2% margin. Fifty-one percent said their money was on Amazon to win the e-reader battle, versus 49% who were backing Apple.

Despite sales of e-books outselling hardbacks on Amazon for the first time, OneNewsPage users felt the physical book has a healthy future. Almost three quarters (73%) believe there is still a place for physical books.

But perhaps the most surprising finding of the OneNewsPage survey was that e-books are now more popular than paperbacks for reading on holiday.

Again, while there was little in it, fifty three percent preferred to pack e-books rather paperbacks for their beach reading.

Dr Marc Pinter-Krainer, CEO of One News Page, said: “The e-book has come of age. 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 dominated by Amazon’s Kindle, which is believed to have a between 60% and 80% share (the total market size is difficult to quantify).

Source: www.onenewspage.com

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