Kindle Fire users get more media, not as happy as iPad users
updated 01:25 pm EST, Thu February 2, 2012
Amazon Kindle Fire habits broken down in study
Amazon Kindle Fire owners get more digital content, but aren't as happy as their iPad-using counterparts, ChangeWave found Thursday. About 29 percent said they would spend more in the next 90 days, a 10-point lead over those who didn't have the Android tablet. Even so, only 54 percent said they were "very satisfied" with the device, or well under the 74 percent of iPad owners who were similarly happy.
Most of the complaints were inherent to the design and couldn't be fixed in software. The absence of a hardware volume rocker was the largest issue, while the absence of any camera was next. Only 10 percent thought the seven-inch screen was too small, however.
As expected, most picked the $199 price as the favorite feature, at 59 percent. The color screen and interface were distant seconds at 31 and 27 percent each, while screen size was again seldom a factor, at just 12 percent.
The survey did indirectly endorse views that the Kindle Fire was more damaging to other Android tablets than to Apple. Its satisfaction rank was higher than the 49 percent average for other tablets, suggesting that the more advanced Android devices were considered too complex or too expensive for the value next to either the Kindle Fire or the iPad.
Fresh-Faced Recruit
Joined: Sep 2010
Not "spend more"
The article is misleading and doesn't match the graph. It's not that 29% of Fire owners said that they would "spend more", rather, they said that they would "spend more at Amazon". The first graph doesn't mention what, if any, category of products they'd spend more for (e.g. apps vs content vs goods).
It's not exactly shocking to see that Fire owners are more likely to spend more money at Amazon than non-Fire owners, esp if the "spend more" is fairly broad based. What might be more interesting is to note that the difference between Fire owners and non Fire owners is 10%. My WAG is that Amazon would be hoping for a larger percentage difference considering the loss they are taking on each fire sold.