Kindle Continues to Expand – Now Most Popular Device for E-Books, Exceeding iPad and Varied Tablets

Now more than ever people who read ebooks own an Amazon Kindle dedicated  e-reader than own an Apple iPad — or any other Mobile device.

As more people buy Tablets and fewer buy e-readers, however, that fact is set to change.

According to a recent study from the Book Industry Study Group, nearly 40% of U.S. adults who have said they read ebooks own a Kindle e-reader, compared with about 27% who own an iPad.



Source: BISG survey of 1,048 Americans aged 13 and up, August 2013.  (The data in this particular chart is from among those who say they read ebooks.)

However, according to the published data, about 8% of ebook consumer users intend to purchase an iPad, versus about 3% who intend to purchase a Kindle e-reader.

When other dedicated e-reading Mobile Devices and Tablets are taken into account, the disparity grows. About a third of ebook consumers intend to buy a Tablet versus about 5% who intend to purchase a Kindle or Nook e-reader, the two most devices on the market.

Tablet ownership in the U.S. has risen exponentially since the introduction of the iPad in January 2010. Today, about a third of U.S. adults own one, according to the Pew Internet & American Life Project.


This growth is a double-edged sword for publishers of ebooks. On one hand, more tablets in consumers’ hands means more e-reading devices in the marketplace. However, unlike dedicated ebook reading devices, which are mostly (if not only) built for ebooks, tablets are used for myriad other things, mostly media consumption aside from reading.

But at the same time, certainly the Apple iPad Continues to be #1 in Worldwide Tablet Market Share.

Also in the Book Industry Study Group report, numbers from International Data Corporation show that while Apple’s dominant Tablet market share from 2012 has eroded considerably, it still leads the way worldwide with about a third of all tablets owned by consumers being iPads.



  1. You actually make it seem so easy with your presentation but I in finding this matter to be actually one thing which I feel I’d never understand. It kind of feels too complicated and extremely extensive for me. I’m looking ahead in your subsequent publish, I will try to get the hang of it!

  2. Interesting to see the growth of the Kindle device as well as expansion of Tablets for ebooks. It appears this expansion will continue into 2015.

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