It was always Amazon.com’s (NASDAQ: AMZN) dream that its Kindle could hold off the Apple (NASDAQ: AAPL) iPad’s incursion into the e-reader market. The problem is that the Kindle does one thing. The iPad, on the other hand, does nearly an infinite number of things, is made by Apple, and can use tens of thousands of applications from the App Store. The Kindle is a book with a screen.
New research from ChangeWave shows that the Kindle’s leading position in the market is slipping.
“The Amazon Kindle (47%; down 15-pts) is hanging on to a rapidly diminishing lead over the Apple iPad (32%; up 16-pts) among current e-Reader owners. However, the iPad’s share of the overall market has doubled since the last time ChangeWave surveyed e-Reader owners in August,” the study says.
The problem is made worse by the fact that customer satisfaction with the iPad is much higher than the Kindle. iPad owners who are “very satisfied” with their machines number 75%. The same number for the Kindle is 54%
The last valuable data from the research is that the Barnes & Noble (NYSE: BKS) Nook and Sony (NYSE: SNE) Reader might as well drop out of the race completely. Taking into account the research’s margin of error, hardly anyone owns the Barnes & Noble and Sony products and virtually no one has an opinion about them.
-Douglas A. McIntyre