"On their Android device. On their iOS device. Even on their PC."
How many Kindle users are actually reading on multiple devices though? The Kindle reader device itself is far and away the most popular e-book platform. People simply don't want to read novels on their smartphones. Lighting the screen all day will quickly drain the battery on an iPhone and there are too many distractions - another round of Angry Birds, or a quick browse through status updates on Twitface. The Kindle's advantage is the absence of distractions or interruptions. It does one job and it does it very well (and at a great price).