iPad Poised to Grab Significant Portion of e-Reader Market

165004 ereader future

Last week, RBC Capital Markets analyst Mike Abramsky released the results of a survey showing pent-up demand for the iPad exceeding that of the original iPhone, highest customer demand for low-capacity Wi-Fi-only and high-capacity 3G-enabled iPads, and moderate cannibalization of other Apple products by the iPad.

ChangeWave today released additional data from the survey, showing Apple poised to take the top spot among e-reader purchasers over the next 90 days, with 40% of purchasers in the survey planning to opt for an iPad. Amazon's Kindle holds the second spot in the survey at 28%, with Barnes and Noble's Nook placing third at only 6%.

In short, while the iPad launch is likely to strengthen overall e-Reader demand, the survey suggests Amazon and its competitors could well find themselves relegated to playing catch-up within just a few quarters if they don't preemptively move quickly to upgrade their own e-Readers.

Also of interest is ChangeWave's data from customers who already own an e-reader, 27% of whom would have purchased an iPad had it been available when they made their purchase. 45% of purchasers would still have purchased their current e-reader, while 30% registered as undecided.

Finally, in looking at timing for iPad purchasing, the survey found that many potential iPad customers are looking beyond the usual 90-day window typically used by ChangeWave for its data, with purchasing windows actually peaking in the 4-6 month post-launch timeframe and considerable numbers of customers planning to hold off even longer.

165004 ipad timing

It is important to note that ChangeWave's research focuses mainly on business, technical and medical professional, as well as early-adopter consumers, so its results are not necessarily indicative of broader consumer buying patterns. Its data does, however, offer a glimpse into the thinking of those who are frequently considered to be at the forefront of such trends.

Popular Stories

iPhone 14 Pro Purple Front and Back MacRumors Exclusive

iPhone 14 Pro Renders Highlight Multiple Design Changes

Wednesday May 25, 2022 8:56 am PDT by
Leaker Jon Prosser today shared ostensibly accurate renders of the iPhone 14 Pro, providing the most accurate look yet at what the device could look like when it launches later this year. In the latest video on YouTube channel Front Page Tech, Prosser revealed renders of the iPhone 14 Pro made by Apple concept graphic designer Ian Zelbo, highlighting a range of specific design changes...
iPhone 13 Always On Feature

iPhone 14 Pro Screen Refresh Rate Upgrade Could Allow for Always-On Display

Tuesday May 24, 2022 7:23 am PDT by
Last year's iPhone 13 Pro models were the first of Apple's smartphones to come with 120Hz ProMotion displays, and while the two iPhone 14 Pro models will continue to feature the technology, their screens could well boast expanded refresh rate variability this time round. To bring ProMotion displays to the ‌iPhone 13 Pro models‌, Apple adopted LTPO panel technology with variable refresh...
iPad Pro USB C Feature Coral

Deals: Apple's iPad Pro Reaches Up to $449 Off in Amazon's Latest Sales

Wednesday May 25, 2022 10:09 am PDT by
Amazon is marking down a wide variety of 11-inch and 12.9-inch iPad Pro models this week, with prices starting as low as $749.00 for the 11-inch tablet. You'll find the full list of sales below, all of which can be found on Amazon. Note: MacRumors is an affiliate partner with some of these vendors. When you click a link and make a purchase, we may receive a small payment, which helps us keep...
apple account card

Wallet App Now Supports Apple Account Cards on iOS 15.5

Wednesday May 25, 2022 5:01 pm PDT by
Apple appears to have recently updated the Wallet app to allow users to add an Apple Account Card, which displays the Apple credit balance associated with an Apple ID. If you receive an App Store or Apple Store gift card, for example, it is added to an Apple Account that was previously visible in the App Store and Apple Store apps. As of today, the Apple Account balance can also be added to...
Apple Tap to Pay iPhone

Apple Stores Rolling Out iPhone-to-iPhone Contactless Payments Starting Today

Wednesday May 25, 2022 6:54 am PDT by
Apple in February unveiled a new "Tap to Pay on iPhone" feature that will allow compatible iPhones to accept payments via Apple Pay, contactless credit and debit cards, and other digital wallets, with no additional hardware required. Apple began testing the feature at its Apple Park Visitor Center earlier this month, and now Bloomberg's Mark Gurman has tweeted that the feature will begin...
apple wwdc 2022

Apple Shares WWDC 2022 Schedule, Keynote to Take Place June 6 at 10:00 a.m PT

Tuesday May 24, 2022 9:06 am PDT by
Apple today confirmed that the keynote event for the Worldwide Developers Conference will begin at 10:00 a.m. Pacific Time on June 6, the first day of WWDC. The keynote will be an online-only event, though a select number of developers have been invited to the Apple Park campus for a viewing event. In addition to confirming the keynote date and time, Apple has shared the full WWDC 2022...