RESTON, VA – Internet users show a very high awareness of the Apple iPad and Amazon Kindle e-reader, according to a survey by digital measurement firm comScore.

In its survey, 65 percent showed awareness of those two devices, while between 58 percent and 69 percent of consumers conducted online research on the top five tablet and e-reader 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.

We were not particularly surprised to note that consumers considering an iPad purchase do not see it primarily as an e-reader. Only 37 percent said they were likely or very likely to read books on the device. Nearly half plan to use it to browse the Internet and check email, while more than a third said they would use it to listen to music.

This all bodes well for iPad app developers. Speaking of which, Amazon has unveiled a version of its Kindle e-book reader software application for the iPad. We applaud the cross-functionality of these devices.

We also hope competition keeps the prices of e-readers and tablet devices falling. We understand from reports that a new, much less expensive chip now on the market could bring the cost of the Kindle and other e-readers to as low as $150. Cost would certainly be a major factor in our deciding to buy either an iPad or a dedicated e-reader.