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eReaders vs Tablets – Who Wins the Market Share?

The Apple iPad may have reinvented the tablet, but with a price tag starting at $499 and eReaders dropping in price, it’s no wonder why the eReader is taking gaining in the eReaders vs. Tablets market share?’s Kindle and Barnes and Nobles Nook are more popular than the iPad with consumers according to a new report from the Pew Internet and American Life Project.

eReaders vs Tablets

Last winter, tablets had a slight market lead. According to Pew, as of that time, 7% of U.S. adults owned a tablet computer (such as the iPad or Motorola Mobility’s Xoom), while only 6% owned an e-reader device.

But that picture soon changed drastically. By May, 12% of U.S. adults owned an e-reader, while tablet ownership expanded only to 8%. (Note: the margin of error on this survey is 2%, but that would not challenge the market lead of e-readers.)

This is not an either-or technology choice. Pew noted that 3% of adults own both devices. Specifically, 9% own an e-reader but not a tablet, and 5% own a tablet but not an e-reader. Source:

Working in the publishing industry, we’ve always heard that there is a magic number for eReaders to gain in popularity.

What’s that magic eReader number?


With Amazon’s Kindle (ad-sponsored) eReader priced at $114 – that magic number is approaching quickly.

Another argument is the task in which you use your tablet vs your eReader. For the avid reader, the eReader product stand alone offers a much more focused experience for enjoying a book.

With the surge in eBooks sales and Amazon now selling more eBooks than physical books, I can see this trend continuing. That being said, with the multiple benefits that come from owning an iPad (including the iPad entertaining kids) – that device isn’t going anywhere!

Do You Own an Apple iPad, table or an eReader device?