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iPad users, however, see the device as more than just an e-book reader - with strong demand for its web-browsing, email and iPod music and video capabilities.
In the comScore survey consumers were asked several questions regarding their awareness of various e-book readers and tablet devices and their past purchase behaviour or intent to purchase these devices.
The iPad rated highest in terms of consumers seriously considering purchase over the next three months at 15 percent of Internet users, with the Kindle at 14 percent.
The results showed very high awareness of the iPad out of the gate, with an aided awareness of 65 percent, exactly the same as that of the Amazon Kindle e-reader.
Overall, consumers have demonstrated a high level of interest in these types of devices with between 58 percent and 69 percent of consumers having conducted online research of the top five devices.
The Amazon Kindle rated highest in terms of current device ownership at 6 percent of all Internet users, followed by Sony Reader at 4 percent.
comScore surveyed 2,176 Internet users regarding their awareness, attitudes and opinions of the Apple iPad and other e-readers/tablet devices.
"The tablet and e-reader market is developing at a breakneck pace right now, and Apple's entry into the market is sure to accelerate mainstream consumer adoption," said Serge Matta, comScore executive vice president.
"These devices have the potential to be incredibly disruptive to the way consumers currently access digital content. While only time will tell exactly how consumer behaviour will change, our research suggests that not only will a variety of markets be impacted by the introduction of these devices but also that there are substantial opportunities for those in the digital content ecosystem."
In a new survey on e-reader awareness and purchase intent Apple's iPad media tablet has inched ahead of Amazon's Kindle. iPad users, however, see the device as more than just an e-book reader - with strong demand for its web-browsing, email and iPod music and video capabilities.
iPad usage intentions
Consumers were also questioned about which features and activities they would be most likely to use if they owned an iPad, with responses indicating that they viewed the iPad differently than a traditional e-reader.
Just 37 percent of respondents indicated they were "likely" or "very likely" to read books on the device, 9 percentage points higher than those who indicated they would be "unlikely" or "very unlikely".
Nearly half indicated a high likelihood of using the iPad for browsing the Internet (50 percent) and email (48 percent), while more than one third said they would use it for listening to music (38 percent), reading books (37 percent), maintaining an address book/contact list (37 percent), watching videos/movies (36 percent), storing and viewing photos (35 percent) and reading newspapers and magazines (34 percent).