April 2, 2010, 12:00 AM

Consumers looking for an e-reader are turning to Apple’s iPad

While Amazon.com’s Kindle e-book reader dominates the e-book reader market in both brand recognition and ownership, that dominance might not last long, according to a new survey.


While Amazon.com’s Kindle e-book reader dominates the electronic book reader market in both brand recognition and ownership, the new kid on the block might change things in a hurry.

A new survey by PriceGrabber, a comparison shopping site operated by Experian, conducted Feb. Feb. 8-25, found that 20% of consumers plan to buy Apple’s iPad in the next year, compared to 15% who plan to purchase a Kindle. 6% plan to purchase Sony Corp.’s Reader and 5% Barnes & Noble Inc.’s Nook.

Part of the reason for the shift is that consumers consider the iPad more than just an e-reader, according to the survey. Only 13% of consumers who plan to purchase an iPad say they will use it primarily as an e-reader. 20% will use it as another mobile device to surf the web, 19% will use it as a laptop or netbook replacement and 10% will use it as an entertainment device.

When it comes to e-reader brand recognition, Amazon.com’s Kindle leads the pack with 61% of consumers recognizing the name of the e-book reader. Even before its Saturday release, 55% of consumers know Apple’s iPad. 34% recognized the Reader and 28% knew of the Nook.

And when it comes to actual ownership, Amazon and Sony hold the lion’s share of the market for devices that can read electronic books, newspapers and magazines, according to a related survey from web measurement firm comScore Inc. 6% of Internet users own an Amazon Kindle e-reader and 4% own a Sony Reader, the survey shows. 2% own a Nook, 1% a Samsung Papyrus and 1% have pre-ordered the iPad.

Barnes & Noble is No. 41.

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