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Kindle loses out to iPad in ebook interest

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Kindle versus Apple

While Amazon’s Kindle is the dominant product within the ebook space, the device is receiving stiff competition from the iPad.

A report undertaken by Experian Hitwise has shown that consumers now show more interest in the iPad than in the Kindle. The study indicates that more people are searching for the Apple mobile device when they are looking to purchase an ebook gadget.

The latest data shows that the gap in popularity between the two mobile devices is becoming narrower, but the iPad still has more searches than the Kindle. 65 per cent of consumers search exclusively for iPad, and 27 per cent search solely for the Kindle, while 8 per cent search for both products. While Apple saw a significant increase in searches following the launch of the iPad 2 in March 2010, this has petered out and the iPad currently receives twice the search volume of the Kindle.

The Apple takeover

The popularity of the iPad may be due to the tablet having a Kindle app in its store. This double offering from the tablet is likely to entice those 8% of undecided buyers as they will be receiving both products in one.

This is not the only market in which Apple dominates as the IDC recently reported that the iPhone is the top seller of smartphones. Tom Glass, creative director at theEword, stated: “The new products and updates which Apple constantly brings to the market ensures that consumers remain aware of the brand. Its popularity across a range of different mobile devices suggests that innovation is Apple’s key to gaining, and keeping, customer interest.”

Written by Lauren Knowles

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