The reason I first got interested in ebooks can be traced back to my Palm pilot and Baen CD's. So I too read primarily (really almost exclusively) on my iPhone.
Part of this stems, I think for me at least, with availability. I always have my phone with me but would never go to the "hassle" of carrying a kindle-sized device around. Maybe if I carried a purse I would...my Mother-in-law always has her kindle in her purse.
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