Apple iPad Is Overtaking the Amazon Kindle: 10 Reason Why

By Don Reisinger  |  Posted 2010-12-01 Print this article Print

News Analysis: Apple's iPad is starting to gain serious ground on Amazon's Kindle in the e-reader market, a new survey has found, and it looks like Amazon will have a difficult time keeping the Apple device from wresting the market share lead from Kindle at some point.

A new survey from ChangeWave Research has found that Apple's iPad is well on its way to taking down the Amazon Kindle in the e-reader market. In fact, the researchers found that Amazon currently has 47 percent market share in that space, compared with Apple's 32 percent. In August 2010, Amazon had 62 percent share, while Apple had just 16 percent of the market on its side. 

ChangeWave's survey proves all too well that Amazon's Kindle just doesn't have what it takes right now to stand up against the iPad juggernaut. Yes, the e-reader might still be leading the market, and there is always a chance that things will change, but, based on ChangeWave's data, it's clear that the iPad has been beating the Kindle in a big way over the past few months. There is every indication that its success will only continue until, eventually, the iPad overtakes the Kindle's market lead. 

The iPad is beating the Kindle in impressive fashion. Here's why:

1. It does more 

Let's face it: The iPad does much more than the Kindle. Not only does it allow users to read books, but it features an App Store, outstanding Web browsing, e-mail support, and much more. It's a full-fledged computer in a tablet body. Consumers are responding well to that. The same can't be said for Amazon's Kindle. 

2. It has Apple's name behind it 

The best part about being Apple is that it doesn't have to worry all that much about consumer reaction to its products. The company has a solid reputation in the tech space, so when it releases new devices it can be pretty sure that millions of users will want one. Amazon doesn't have that reputation in the hardware space, and that seems to be the issue that the company is dealing with right now. 

3. More folks are satisfied with the iPad 

Customer satisfaction is integral to the success of a tech product. According to ChangeWave Research, more iPad owners are satisfied with their tablet than Kindle owners are satisfied with their e-reader. In fact, ChangeWave found that 75 percent of iPad owners are "very satisfied" with the tablet. About 54 percent of respondents said that they were "very satisfied" with the Kindle. That's a problem that could cause the Kindle's market share to continue to decline. 

4. More people want it 

ChangeWave also found that the iPad will one day be the most desired device in the e-reader space. About 42 percent of respondents in the survey said they plan to buy the iPad in the next 90 days. In contrast, 33 percent of folks said they want to buy a Kindle in that span. If those figures hold up, it won't be long before Apple's iPad starts dominating the e-reader market for good.

Don Reisinger is a freelance technology columnist. He started writing about technology for Ziff-Davis' Since then, he has written extremely popular columns for, Computerworld, InformationWeek, and others. He has appeared numerous times on national television to share his expertise with viewers. You can follow his every move at

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