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Nearly three in 10 Kindle Fire owners say they’ll up their spending at Amazon

ChangeWave Research published an interesting survey today proving that people are really loving their Kindle Fire tablet, with more than half of the respondents (54 percent) being “Very Satisfied” with Amazon’s Android-driven tablet versus 74 percent for Apple’s iPad and 49 percent for other tablets. Whilst Amazon is believed to be selling the $199 tablet at a loss, content spending among the Fire owner benefits the online retailer over time.

Specifically, post-purchase spending at is up, with nearly one-third of respondents (29 percent) claiming they will spend more at Amazon in the next 90 days versus just 19 percent for non-Kindle owners. ChangeWave Research, a service of 451 Research, included a look at the reaction of Kindle Fire owners to their gizmo. Price was the determining factor for a whopping 59 percent of owners, followed by its color screen at 31 percent, ease of use at 27 percent and selection of e-reading material at 20 percent…

The lack of the hardware volume up or down button is a major dislike for 27 percent respondents. The fact that the Fire has no camera was a downer for 21 percent, and battery life was a dislike for 15 percent. Other dislikes include lack of 3G/4G capability and number of apps available. Amazon said it sold millions of Kindle Fire tablets during the last six weeks of the fourth quarter, but the company would not divulge exact figures. The company reported fourth-quarter earnings yesterday and net income plummeted. Founder and CEO Jeff Bezos noted that the Fire tablet was Amazon’s bestselling product across both the United States and Europe.

In the ChangeWave survey, 6 percent of respondents reported owning a Kindle Fire, which is double the percentage of a month ago. In a similar survey of buying patterns in November 2011, better than one in five said they would purchase a Kindle Fire during holidays. A recent Strategy Analytics survey asserted that Amazon’s tablet helped reduce Apple’s lead of the overall tablet market in Q4 2011 to 58 percent market share, down from 67 percent in Q3 2011 and 96 percent in Q3 2010.

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