6


60% 50% 40% 30% 20% 10% 0%


Consumers more likely to read magazines & newspapers on iPad than other devices


Since its introduction in April 2010, the iPad has established itself as the device of choice for reading eMagazines and Newspapers in particular.


ChangeWave research found that iPad users are over three times more likely to read magazine and newspaper content than owners of all other eReader devices.


% of e-Reader Owners Who Say They Read Newspapers/Magazines on Their Devices May 2010


Apple iPad Owners vs. All Other e-Reader Owners 50% 38% 14% Newspapers


Apple iPad e-Reader Owners


All Other e-Reader Owners


11% Magazines Source: ChangeWave Research


The iPads dominance as a device used to read magazine and newspaper content is even more impressive when compared to its main eReader market contender, the


Kindle. In a further study, ChangeWave Research found:


51 percent of iPad owners read newspapers on the device, while only 11 percent do on the Kindle.


36 percent of iPad owners read eMagazines on the device, while only 8 percent of Kindle owners do.


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