Apple already fighting Amazon for interest

Apple is already in a dead heat with Amazon for real and expected popularity in e-book readers, comScore discovered late yesterday. About 65 percent of those asked this month were aware of both the iPad and the Kindle and were equally likely to buy: 14 percent are seriously considering purchasing a Kindle in the next three months, while 15 percent are investigating an iPad. Those looking at Kindles were more likely to have already bought their devices, though with the iPad not yet in stores the figures are likely to change.

Competing e-readers were much less likely to get attention, as only 39 percent were aware of the next-closest Sony Reader and only nine percent hoped to buy one. Other readers, including the Nook, were less likely still to have mustered interest.

The study provided a simultaneous opportunity to dissect the usage patterns among possible iPad buyers and revealed a mix of expected and unexpected behaviors. While exactly half plan to browse the web and check e-mail, just 26 percent plan to extend the functionality with App Store downloads; a disproportionately large amount also said they were unlikely to use it. E-book reading was also only middling in interest as no more than 37 percent plan to look at books, magazines or newspapers.

Despite a game-heavy development bias early on, no more than 30 percent planned to play games, and 44 percent said it was unlikely to ever be a focus.

While owning an Apple device appropriately made prospective customers more likely to know of and have ordered an iPad, it was age that skewed the preference for getting their magazines and newspapers through the iPad and paper. About 68 percent of those 25 to 34 were willing to make the move, and 59 percent of 35 to 44 year olds thought similarly. Those 45 and older, who more likely to have grown up with physical newspapers, were much less likely to make a similar jump.

By Electronista Staff