A survey of over 1000 US and UK users by news navigator www.OneNewsPage.com found the Kindle scored strongly over the iPad as an e-reader - but this really isn't the main story. W

hen given a straight choice of which one to use they preferred the Kindle.

Although the users admitted the iPad was “more compelling” than the Kindle because of the iPad’s multi-functionality - if it came to a straight head-to-head choice between e-readers, almost two thirds (64%) preferred Amazon’s Kindle to Apple’s iPad.

Interestingly, 16% of the survey said they owned both a Kindle and an iPad!

Winning the e-reader popularity contest wasn’t the only good news for Amazon.  Amazon was seen as the likely victor in an e-book marketing battle with Apple – albeit by a very small 2% margin.  Fifty-one percent said their money was on Amazon to win the e-reader battle, versus 49% who were backing Apple.

But despite being ebook users almost three quarters (73%) believe there is still a place for physical books.

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