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iPad Closing in on Kindle in eReader Ownership
Based on the survey, Apple appears poised to continue to make gains on the Kindle, with 42% of respondents looking to purchase an eReader over the next 90 days planning to buy an iPad, while only 33% plan to purchase a Kindle.
The iPad's strength is mirrored in its user satisfaction ratings, with 75% of iPad owners in the survey calling themselves "very satisfied" with their purchase, as opposed to 54% of Kindle owners registering with the same level of satisfaction. Finally, the survey found that while iPad owners are less likely to read eBooks than Kindle owners (76% vs. 93%), they are much more likely to consume other types of digital reading material such as newspapers, magazines, and blog and news feed content.