• , Wednesday, March 24, 2010 11:02 PM

n a poll of 2,176 consumers released this week, comScore found that 37% of potential iPad owners said it is "likely" that they will read books on the device. Another 34% said they would read newspapers and magazines. The study also found that consumers who are already a part of the Apple mobile ecosystem,"iOwners," are more likely to pay for newspaper and magazine subscriptions than others. In all, 52% of "iOwners" said they were willing to subscribe to print content on an e-reader, while 22% of all other consumers said they would be willing to subscribe.

"These findings suggest that those who are already familiar and comfortable with making digital content purchases via iTunes may have a relatively higher receptivity to making similar purchases for the iPad," the report said.

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