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I wonder if the catagories were broken down based on an open ended question. Something like , "Will you be buying a device for your children to read e-books on" If they said yes "What device will you buy?"
If that is the case, then I suspect most people talk about the Kindle Fire as a Kindle Fire and they don't say HD or size. iPads are labeled by thir version or size by most folks. Notice that the iPad 3 is not included but the iPad 2 and 1 are. So people specifically siad those devices, which they can get for a pretty good price now, but did not say the iPad 3.
That would also allow someone to say a tablet and when asked more specific questions "Do you kow what type?" They could say no and it gets tossed into other tablet catagory.
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