PriceGrabber.com explores eReader and eBook shopping trends in its latest "eReader and eBook Trends Consumer Behavior Report." The report reveals that while the Amazon Kindle is the brand leader in eReaders, more consumers plan to purchase the Apple iPad.

The report includes survey responses from 1,631 online consumers from Feb. 8–25. While eReaders are still becoming mainstream, the Amazon Kindle leads its competitors in brand recognition, with 61% of consumers having heard of the Kindle. Fifty-five percent of consumers indicated that they have heard of the iPad. Thirty-four percent revealed that they have heard of the Sony Reader, and 28% of consumers have heard of the Barnes & Noble nook.

The iPad will become the most sought-after device that can be used as an eReader in the coming year, according to the PriceGrabber.com study. While more consumers are familiar with the Kindle, the iPad is the most popular eReader among consumers planning to purchase in the next year. Twenty percent of survey respondents plan to purchase the Apple device in the next year, while only 12% plan to purchase the Kindle. This is followed by 6% of consumers planning to purchase the Sony Reader and 5% planning to purchase the Barnes & Noble nook.

Consumers' consensus about the primary use of an iPad is undecided. When consumers were asked how they would primarily use the Apple device, 13% revealed that they would primarily use it as an eReader. Twenty percent would primarily use it as an additional mobile productivity device. Nineteen percent would use it as a replacement for a laptop or a netbook, and 10% would use it as an entertainment device.

Price and compelling attributes are other big factors for consumers when purchasing an eReader, according to PriceGrabber.com. The maximum price four in five consumers are willing to pay for an eReader falls below US$250. The average price of the top 10 eReaders on PriceGrabber.com is $241, and the lowest-priced Kindle from Amazon is $260. While the touchscreen attribute alone likely won't convince consumers to buy an eReader, eReaders have many features that consumers find appealing. Forty-five percent of consumers reported that the touchscreen was an appealing attribute of the eReader. Thirty-nine percent of consumers like the portable size, and 37% find the availability of eBooks appealing.

PriceGrabber.com, a part of Experian, is an online shopping site with more than 23 million unique shoppers monthly. At PriceGrabber.com, savvy shoppers can instantly find and compare millions of products and services across 25 categories with more than 11,000 merchants.