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E-readers outpace tablets in sales to consumers.
Amazon.com Inc. boldly entered the tablet computer market with its new iPad-fighting Kindle Fire, but it may take a while for tablets to surpass e-readers like Amazon's Kindle as the more common mobile device among U.S. consumers, according to "E-reader Ownership Doubles in Six Months," a report from the Pew Research Center's Internet & American Life Project. As of May 2011, 12% of U.S. adults owned an e-reader, compared with 8% for tablets, the study says. And while 9% owned an e-reader but not a tablet, only 5% owned a tablet but not an e-reader. E-reader ownership also grew faster in the past year. Between November 2010 and May 2011, for example, the percentage of females with an e-reader rose from 6% to 11%, while corresponding figures for tablets rose from 4% to 6%.