updated 05:40 pm EST, Mon January 3, 2011
JPMorgan says iPad owners also getting Kindles
Despite stereotypes, almost half of iPad owners also have a Kindle at the same time, JPMorgan found in a new study. About 40 percent have Amazon's e-reader, and another 23 percent still plan to buy one in the next year. Only 23 percent have no plans, and 14 percent didn't know what a Kindle was.
Those involved in the survey, regardless of platform, were spread in a way that helped confirm the distribution. About 49 percent read fewer than 10 books every year, but 32 percent read at least 16 books a year and were likely part of the same group that had both iPads and Kindles.
Some of Amazons' sustained success was credited to its heavy marketing attention to reading. Although it didn't have any retail stores like Apple or Barnes & Noble, 76 percent of those asked knew of the Kindle brand, nearly drawing even with Apple's 84 percent recognition for the iPad. Barnes & Noble's Nook only had 45 percent awareness.
About 28 percent of the study group had or planned to get a Kindle where just seven percent could say the same in July 2009.
JPMorgan explained the apparent harmony as a virtue of cost and mutual happiness. At $139, the base Kindle was almost $400 less expensive and thus cheap enough to to be a secondary purchase for some. Heavy readers could enjoy reading on the Kindle but switch back to the iPad as necessary. [via TechCrunch]