Apple iPad Already The Most Popular eReader Platform, Will Be “Incredibly Disruptive”

Mar 22nd, 2010 | By | Category: Apple iPad, Featured Story

The Apple iPad is already the most popular eReader platform, according to new stats from comScore.

According to comScore’s research, the iPad rated highest in terms of consumers seriously considering purchase over the next three months at 15 percent of Internet users, with the Kindle at 14 percent.

Here’s how people interested in the iPad plan to use it:

  • 50% – browsing the Internet;
  • 48% – reading email;
  • 38% – listening to music;
  • 37% – reading books
  • 36% – watching videos/movies;
  • 35% – storing and viewing photos; and
  • 34% – reading newspapers and magazines.

“The tablet and e-reader market is developing at a breakneck pace right now, and Apple’s entry into the market is sure to accelerate mainstream consumer adoption,” said Serge Matta, comScore executive vice president. “These devices have the potential to be incredibly disruptive to the way consumers currently access digital content.”

Other highlights:

  • Male and female survey participants had nearly identical favorability around the choice of the name “iPad” In the case of both genders, approximately 49 percent had a positive impression of the name, 27 percent were indifferent, and 24 percent had a negative impression.
  • While ownership of an iPhone or iPod Touch was a strong predictor of those who have already ordered an iPad, it was not a strong predictor of purchase intent. 3 percent of iOwners had already purchased the iPad compared to 1 percent of non-iOwners, but 15 percent of each consumer segment indicated an intention to purchase the device in the next three months.
  • iOwners had significantly higher awareness of the iPad than non-iOwners, with 84 percent of iOwners having heard of the iPad compared to 61 percent of non-iOwners. 22 percent of iOwners also indicated they had seen an iPad commercial on TV compared to just 12 percent of non-iOwners.
  • The most important device attributes (top 2 boxes on a 7-point scale) that consumers indicated they would like to have included in the iPad were: ability to use multiple applications/programs at once (43 percent), having a screen the same size as a laptop or desktop computer (37 percent) and having a built-in camera (34 percent). Among iOwners, the percentages were substantially higher at 56, 66 and 51 percent, respectively.
  • Consumers were asked about whether they would use an iPad “instead of” or “in addition to” other digital devices, and indicated the highest likelihood of substituting for the iPod Touch (37 percent). Despite widespread belief that the iPad might threaten netbook adoption, only 22 percent of consumers said they would use it instead of the device.
  • Consumers’ existing carrier service appears to be a significant determinant of purchase intent, with 25 percent of AT&T Wireless customers who are aware of the iPad saying they intend to purchase the device in the next three months compared to just 10 percent of Verizon customers.
  • 34 percent of males indicated they were likely to use the iPad for playing action/strategy/role-playing games compared to 28 percent of females. More than half of 18-24 year olds (53 percent) said they were likely to use the iPad for this form of gaming, 15 percentage points higher than 25-34 year olds, the next highest age segment.
  • Younger consumers indicated a high willingness to pay for news and magazines specially formatted for e-readers. 68 percent of 25-34 year olds and 59 percent of 35-44 year olds said they were willing to pay for this content, representing substantially higher percentages than people age 45 and older.
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6 Responses to “Apple iPad Already The Most Popular eReader Platform, Will Be “Incredibly Disruptive””

  1. elliot says:

    An iPad would be awesome for plane flights.

    My laptop always gets crushed when the idiot in front of me leans his seat back.

  2. Jeffrey Kahler says:

    What will the effects be on Podcasting Monetization and Podcast App Monetization?

    • James Lewin says:

      Jeffrey – don’t you think there will be a lot of synergy between the two?

      I’d expect some podcasters to look at podcasting digital magazines, since they are already publishing periodic content.

      The iPad is going to be a lot better positioned for podcasters to leverage, because the iPad will already support the leading podcasting platform.

  3. kaven says:


  4. John says:

    ipad would be great for ereading. I just wonder if it would be great for watching videos though. Nevertheless, this is a great tool if you are read a lot.

  5. Jason says:

    I can confirm the ipad is a great device for watching videos either downloaded via itunes or with the ABC and Netflix player apps, reading ibooks and of course surfing websites. I dont use it for music though – I leave that to my iphone.

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