Digital Census: 10 Key Findings

1. The iPad is now more popular than the Kindle: For the first time, the percentage of respondents who commonly read on an iPad (41.9%) outstrips those who do so on a Kindle (37.9%). 2. Amazon dominates e-book retail: More than two-thirds (71.0%) of all Census respondents say they buy e-books regularly from Amazon-more than five times as many as do so frequently from the next most popular e-retailer, Apple's iBookstore (13.4%).