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Survey: Kindle Fire to quickly become No. 2

by Tom Dunlap

November 21 2011

The Kindle Fire was launched last week in the US
The Kindle Fire was launched last week in the US

Despite the Kindle Fire’s limitations, one research group’s new survey predicts that Amazon’s just-released tablet is going to leapfrog the competition and quickly become the number two product in the consumer tablet market.

The survey from ChangeWave Research, a division of The 451 Group, points out what has been clear in the tablet market for ages: a serious contender among all the non-Apple tablets for the number two spot has yet to emerge. But that may be changing soon.

The November ChangeWave survey of 3,043 North American consumers shows a high level of initial demand for the Kindle Fire, with 2 percent of respondents having already pre-ordered the device and 5 percent saying they’re “very likely” to buy it. Another 12 percent say they’re “somewhat likely.”  

Nevertheless, the far-and-away leader from Cupertino continues to dominate the tablet market, where it’s enjoying the best quarter in its history, according to the survey. Two out of three future buyers still plan on purchasing an iPad (65 percent). But for the first time since the launch of the original iPad, there is a double-digit contender for the number two spot, according to ChangeWave. Better than one-in-five planned purchasers (22 percent) say they’ll purchase a Kindle Fire.

Three big factors in Amazon’s corner are price point, its huge and well-known content infrastructure, and its name recognition. That familiarity with the Kindle brand and the Amazon content can’t be overstated, and this survey emphasizes that many tablet enthusiasts are less than enthused with many of the other products.  

Besides, the Samsung Galaxy Tab (4 percent) no other manufacturer – including Motorola, RIM, Dell, HTC or Toshiba, is garnering more than 1 percent of future tablet demand among consumers, according to the survey.

The survey also reinforced Apple’s high level of customer satisfaction. A total of 74 percent of all iPad owners say they’re “very satisfied” with their device. This compares to a mere 49 percent “very satisfied” rating for all other tablet manufacturers combined.

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