At one point, Amazon had estimated its market share to be about 60-80% for e-books. 42% of respondents say an iPad would be their next likely e-book reader purchase, 33% wanted the Kindle, and only 4% wanted the Barnes & Noble Nook. Moreover, while iPad owners can access books from Apple’s iBookstore, users can plus access Amazon’s Kindle Store as well as Barnes & Noble’s Nook Store, the Borders e-book store, and the Kobo catalog.
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ChangeWave’s latest survey was completed by by 2,800 consumers, and the methodology for comparison is unclear as the iPad can do a lot more than be used as a committed e-reader as it is a multi-purpose composition consumption tablet. In general, iPad owners were more satisfied with their devices and the survey results show that in the next 90 days, more public were likely to buy an iPad than a Kindle. 
While Amazon is still a dominant player in the e-reader market with a 47% market share, Apple is quickly gaining ground having captured 32% of the e-reader market with its iPad consumer tablet. The survey did not take into history the Nook Color, which is based on the Android platform and utilizes a 7-inch color LCD touchscreen for displaying books and magazines and was launched after the completion of the ChangeWave survey.
