Survey: 58 Percent of iPad Owners With Kindles Say iPad Will Replace Amazon’s E-Reader
An interesting data point from the first of many Monday morning analyst notes on the iPad’s weekend launch. Piper Jaffray’s Gene Munster surveyed 448 iPad buyers Saturday, asking about the size of the device they were purchasing and their reasons for doing so, and found that 13 percent owned a Kindle.
Of those, 58 percent said the iPad would replace Amazon’s (AMZN) device as their e-book reader.
And of the survey’s total respondents, 10 percent said they had considered buying a Kindle, but opted for an iPad instead. And 38 percent said they intended to read books on Apple’s (AAPL) new device (survey results below; click to enlarge).
Obviously, anecdotal information. That said, it would seem that the iPad is already taking e-book reader market share from the Kindle–or mindshare, anyway.
Will Amazon’s big hey-don’t-forget-Kindle homepage ads be enough to temper further cannibalization? Or will the company be forced to take more aggressive measures–a price cut perhaps? One that drops the Kindle to $149 from $259. As I wrote last week:
By widening the pricing gap between the two devices, Amazon might temper the maybe-I-should-just-spend-the-extra-money-and-get-the-iPad hesitancy that, let’s face it, a lot of potential Kindle buyers are probably already experiencing.
At $149, the Kindle as single-purpose reading device is a pretty compelling proposition, particularly given the selection advantage the Kindle store has over the iBook store. It’s an impulse buy.
At $259, it starts to become “half the money I need to buy an iPad.”