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Study: 65% of tablet buyers want an iPad, 22% a Kindle Fire

updated 08:10 am EST, Mon November 21, 2011

ChangeWave says Kindle Fire 1st non-iPad to matter

Amazon's Kindle Fire is the first tablet outside of the iPad to get any meaningful demand, ChangeWave said in a new study. Although Apple was still by far the dominant pick for those planning to buy at 65 percent, 22 percent said they were inclined to buy Amazon's Android reader. The Kindle Fire was the first ever tablet in the studies to register a double-digit interest, where even the Samsung Galaxy Tab family was just four percent.

How many were genuinely going to buy the Kindle Fire wasn't certain. Seven percent of all shoppers had either already pre-ordered or were "very likely" to get one, but 12 percent were "somewhat likely," leaving some room for some to back out.

The iPad 2 and Kindle Fire together were both increasing demand as a whole. Only four percent had wanted to get a tablet within 90 days of last November, but that tally was up to 14 percent this year, more than three times higher.

Apple still had reason to believe it could stay ahead and might even benefit from Amazon, researchers thought. About 74 percent of iPad owners were "very satisfied," while only 49 percent of the rest could say the same for theirs. The Kindle Fire could actually hurt Android by taking share away from companies that were trying to directly compete with the iPad.

by MacNN Staff



  1. global.philosopher

    Joined: Dec 1969


    Kindle Fire will drive down average satisfaction r

    from what I have read it is quite underwhelming but the price is attracting many of the cheapskates.

    It is apparently a good eReader but for serious readers...well they'll stick with books or a Kindle Touch.

  1. sammaffei

    Joined: Dec 1969


    Amazon's plan will backfire...

    No pun intended.

    People who only want to shell out $200 for a tablet experience aren't big spenders. Amazon will never never make back the money on Amazon Store sales from content (since they are obviously selling the units at a loss).

    They have Apple's model upside down.

  1. iphonerulez

    Joined: Dec 1969


    The premise that Amazon is

    going to make a lot of money from cheapskates doesn't make much sense. You'd figure the whole idea of buying a dirt cheap tablet would be to save money. So, while Kindle Fire users will probably take advantage of Amazon Prime and the free movies, TV shows and books, it may be like trying to get blood out of a beet when it comes to them purchasing premium content. Dealing with consumers that are always trying to pinch pennies over everything else should prove a diffcult task unless Amazon can actually make some low-cost, attractive content packages available. Otherwise, they're going to have to really nickel and dime Fire users to death to move enough content to make any money. Wall Street thinks everything that Jeff Bezos does is so great, but he's going to need to prove it. No doubt he'll get a lot of consumers sucked into the Amazon walled garden, but we'll see if those consumers turn out to be big spenders or not. Maybe they'll just nibble at the free grass and leave the paid fruit to wither on the vine.

    I'm looking to get a Kindle Touch without ads and that's it. The Touch is only going to be used to read e-books and nothing else and I've already got plenty of e-books without needing Amazon at all. If Apple made an eInk reader I'd buy it, but they don't which is a damn shame. Apple ought to put some pressure on Amazon by challenging them for once.

  1. qazwart

    Joined: Dec 1969


    Amazon's marketing plan

    1). Sell ebooks at a loss in order to encourage people buying of your ebook readers.
    2). Sell ebook readers at a loss in order to encourage people buying your ebooks.
    3). ?
    4). Profit!

  1. slapppy

    Joined: Dec 1969


    Thee 22% got fooled

    They better realized that for 200 bucks you get bare bones POS OS and Build. Not only that, you can't even read magazines on that tiny screen. It's all squished.

  1. psdenno

    Joined: Dec 1969


    You really can't bash Amazon...

    ...too soundly for their business model. Look at companies that make printers - they sell the printer at a low price and make the bucks on the ink cartridges. The same goes for game consoles like the WII or the XBox. The big profit comes from the games, not the device that the game goes into. I think Amazon's business model/history speaks for itself. That said, I really like my iPad and don't need a Kindle.

  1. johncarync

    Joined: Dec 1969


    65% vs. 22% becomes 66% vs. 21%

    I ran into an acquaintance at Staples this weekend. He was returning his Kindle Fire and said he would start saving his money until he could afford an iPad. The more people buy the Kindle Fire, the more people will want an iPad.

  1. mytdave

    Joined: Dec 1969


    no fire

    I was going to buy a Fire until the new Nook was announced. Now I'm going to get one of those instead. Will I be buying premium content? No. Is it going to be a cheap device for the kids to play with/break? Yes. Am I going to be buying an iPad for myself? Yes.

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