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iPad vs Kindle to be tight battle

Apple iPad beats Kindle in purchase survey

In a new survey on e-reader awareness and purchase intent Apple's iPad media tablet has inched ahead of Amazon's Kindle. iPad users, however, see the device as more than just an e-book reader - with strong demand for its web-browsing, email and iPod music and video capabilities.

iPad usage intentions

Consumers were also questioned about which features and activities they would be most likely to use if they owned an iPad, with responses indicating that they viewed the iPad differently than a traditional e-reader.

Just 37 percent of respondents indicated they were "likely" or "very likely" to read books on the device, 9 percentage points higher than those who indicated they would be "unlikely" or "very unlikely".

comScore iPad usage chart

Nearly half indicated a high likelihood of using the iPad for browsing the Internet (50 percent) and email (48 percent), while more than one third said they would use it for listening to music (38 percent), reading books (37 percent), maintaining an address book/contact list (37 percent), watching videos/movies (36 percent), storing and viewing photos (35 percent) and reading newspapers and magazines (34 percent).

NEXT: iPad, iPhone, iPod touch users willing to pay for content


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