Typically when many people talk about the Apple iPad and Amazon Kindle in the same sentence their arguing over why the iPad will kill Amazon’s eReader hopes and dreams, but a recent study has found quite the opposite, revealing that 40% of iPad users own a Kindle, while 23 percent of those without a Kindle plan on buying one in the next year.
The study, created by JPMorgan found that only 14% of iPad users didn’t know what a Kindle was, showing the true reach of the eReader. On the other hand, 49 percent of those surveyed said they buy less than 10 books a year, with 32 percent saying they read at least 16 books each year.
According to the survey 76 percent of those surveyed knew of the Kindle, while 84 percent knew about the iPad, those numbers are compared to 45% for the Barnes & Noble Nook, despite doubled sales numbers for that unit over the holiday shopping season.
Another positive number for Amazon? 28 percent of those surveyed said they planned on buying a Nook, that’s compared to just seven percent in July 2009.
At just $139 for a baseline Kindle, it looks like Amazon’s aggressive marketing, plus cheap cost of ownership has helped keep their eReader in users minds. Plus, it’s way easier to tote around a Kindle for reading purposes than the larger Apple iPad.