I think the answer's in the first line folks:-
Quote:
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A whopping 28% of Internet users surveyed by J.P. Morgan in December say they either own a Kindle or plan to buy one in the next year...
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(my emphasis)
So not 28% of internet users, just 28% of the internet users that responded to JPMorgan's survey in December. And I'm always a little suspicious of surveys that don't give the number of respondents, too
Pete