Kindle Fire wanted by 22 percent of tablet buyers, says study

More studies suggest the Amazon is successfully taking the spotlight away from Apple this holiday season
Allen Ngo,

The Amazon tablet may just be the biggest competitor yet for Apple, at least according to a study done by ChangeWave Research.

As reported by Electronista22 percent out of the sample size of 3043 customers were more interested in purchasing the Kindle Fire than the iPad. This is compared to the 65 percent of respondents who still prefer Apple’s product over Amazon's.

Still, only 2 percent of the customers said that they had already pre-ordered the Kindle Fire, versus 17 percent who are only “very likely” to “somewhat likely” to purchase the Kindle at launch time. Therefore, it may be that only a small percentage of those users attracted to the Kindle Fire would actually go through and purchase the tablet.

Perhaps more interestingly, 14 percent of users said they were interested in purchasing a tablet within the next 90 days when surveyed on November. This is compared to only 4 percent to 7 percent when similarly surveyed during the previous months. Although not indicative, the data does suggest that the large jump could have been caused by the impending launch of the Kindle Fire. But, it could also be attributed to the holiday shopping season where more users plan on purchasing tablets in general as tech gifts.

Check out the data below for a run through of the results of the study.


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Allen Ngo, 2011-11-22 (Update: 2012-05-26)
Allen Ngo
Allen Ngo - US Editor in Chief
After graduating with a B.S. in environmental hydrodynamics from the University of California, I studied reactor physics to become licensed by the U.S. NRC to operate nuclear reactors. There's a striking level of appreciation you gain for everyday consumer electronics after working with modern nuclear reactivity systems astonishingly powered by computers from the 80s. When I'm not managing day-to-day activities and US review articles on Notebookcheck, you can catch me following the eSports scene and the latest gaming news.