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iPad Matches Kindle in Awareness, Purchase Intent

March 24, 2010
  |  2,738 views

Less than a week before iPad's April 3 ship date, nearly two-thirds (65%) of consumers are aware of Apple's tablet device and 15% are already thinking about buying it in the next three months, according to comScore.

Awareness for the iPad is matched only by awareness of the Amazon Kindle (65%), whereas awareness of the Sony Reader and the Barnes and Noble Nook trail significantly: 39% and 28%, respectively.

In addition to those consumers considering an iPad purchase, another 14% are seriously considering the purchase of a Kindle and 10% are considering the B&N Nook.

Below, other findings from comScore's study on the Apple iPad and e-reader consumer attitudes, behaviors, and purchase intentions.


iPad Use Intentions

One-half (50%) of consumers say they would use the iPad to browse the Internet, and 48% say they would check email. Some 38% would use the iPad to listen to music, and 37% would use it to read books.


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  • by Dana Wed Mar 24, 2010 via web

    Love this. Thanks for the good rundown on it.

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