Amazon’s Kindle scored strongly over Apple’s iPad as an e-reader, according to a survey by news navigator One News Page.
In a survey of over 1000 US and UK users, almost two thirds preferred Kindle to iPad, though the users admitted the iPad was “more compelling” because of its multi-functionality.
Sixteen percent of those surveyed said they owned both a Kindle and an iPad.
“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,” said Marc Pinter-Krainer, chief executive of One News Page.
“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,” he added.
According to the survey, Amazon was seen as the likely victor in an e-book marketing battle with Apple - though by a very small 2 percent margin. Fifty-one percent said they back Amazon to win the e-reader battle, versus 49 percent who said their money was on Apple.
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Users who were surveyed felt the physical book has a healthy future despite sales of e-books outselling hardbacks on Amazon for the first time. Almost 73 percent believe there is still a place for physical books.
The e-reader market is dominated by Kindle, which is believed to have between 60 percent and 80 percent share.
