(CNN) -- Ads touting Apple's iPad seem to be everywhere, but e-readers such as Amazon.com's Kindle and Barnes & Noble's Nook are actually more popular with consumers, according to a new report from the Pew Internet and American Life Project.

Last winter, tablets had a slight market lead. According to Pew, as of that time, 7% of U.S. adults owned a tablet computer (such as the iPad or Motorola Mobility's Xoom), while only 6% owned an e-reader device.

But that picture soon changed drastically. By May, 12% of U.S. adults owned an e-reader, while tablet ownership expanded only to 8%. (Note: the margin of error on this survey is 2%, but that would not challenge the market lead of e-readers.)

This is not an either-or technology choice. Pew noted that 3% of adults own both devices. Specifically, 9% own an e-reader but not a tablet, and 5% own a tablet but not an e-reader.

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