comScore in the US has just (22 March 10) released the results of a study on E-Reader and Apple iPad consumer attitudes, behaviours and purchase intent.

Over 2,000 internet users were surveyed regarding their awareness, attitudes and opinions of the Apple iPad and other e-readers/tablet devices. This Study and others to come are worth monitoring due to the potential such devices have to disrupt the way consumers currently access digital content.

Consumers were asked several questions regarding their awareness of various e-readers and tablet devices and their past purchase behaviour or intent to purchase these devices. The results showed very high awareness of the iPad, with an aided awareness of 65 percent, the same as that of the Amazon Kindle e-reader. Overall, consumers 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. Amazon Kindle rated highest in terms of current device ownership at 6 percent of all Internet users, followed by Sony Reader at 4 percent. 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.

While not many devices of the devices had been acquired yet, take a look at the figures in the “Seriously considering buying in the next 3 months” column.