Apple iPad Is Overtaking the Amazon Kindle: 10 Reason Why

By Don Reisinger  |  Posted 2010-12-01

Apple iPad Is Overtaking the Amazon Kindle: 10 Reason Why

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.

Kindle Is Fine for Reading Books in Black and White


5. It goes beyond books 

Books might be the main reason consumers initially invest in an e-reader, but they soon want more. Since it's not just an e-reader, Apple's iPad handles a lot more than just books. Bingo! When it comes to other content, such as magazines and blogs, the Kindle can't compare on any level with the iPad. Consumers are quickly starting to figure that out, which is why they are opting for Apple's tablet over Amazon's option. 

6. The screen, the screen, the screen 

Consumers are attracted by the beauty of a nice display. They see possibilities in it, and they want to get their hands on it. That's why when users compare the iPad's display with the Kindle's, Amazon's device doesn't stand a chance. The e-retailer's product features e-ink technology, which might be great for reading a book, but it isn't great for just about everything else. The iPad's display is bright and high-quality, and that's an alluring feature for consumers.

7. Apple promotes it effectively 

Apple is masterful at promoting products. It knows how to quickly strike a chord with consumers without necessarily inundating them with all the many features the company's product offers. Amazon, on the other hand, hasn't been as successful at marketing the Kindle. That's likely another factor that caused the company's e-reader to trail behind the iPad over these past few months. Advertising is extremely important, and no other company understands that better than Apple. 

8. Color 

As mentioned, the Kindle's screen can't compare with the iPad's, but the issue goes beyond just the basic look of that display. Amazon's offering is black-and-white; Apple's tablet features a full-color display. Because of that, consumers get a far better experience reading content on the iPad than they do on the Kindle. It's more life-like, and there are a lot of books on the market with color illustration. A color screen has natural appeal to consumers.  

9. Apple sees it as the next frontier 

When it first launched the iPad, Apple made it clear that it wanted to be a major player in the e-reader market. It seems to believe that the space is the next frontier in entertainment and that makes it a space where Apple wants to be exceptionally successful. That focus only spells trouble for Amazon. 

10. The numbers are overwhelming 

In the end, market share comes down to total sales, and, for now, it doesn't seem like Amazon will have much luck keeping up. During its last reported quarter, Apple announced that it sold 4.1 million iPad units. Amazon doesn't reveal Kindle unit sales. Regardless, it's facing a juggernaut. With millions of iPad units entering the consumer market with each passing quarter, it will become increasingly difficult for Amazon to hold Apple back.

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