Survey Finds Main Use of Kindle Fire is for Reading

March 21, 2012
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Interesting statistics can sometimes come from unexpected places. In its due diligence on researching Amazon stock in order to determine how to rate the investment, Citi conducted a survey of 1,100 online consumers. Some of Citi’s questions pertained to the Kindle and Kindle Fire.

As reported on eBookNewser:

23% of respondents report that they own a Kindle, up from 12% in Citi’s survey back in July 2011. That’s noteworthy because all of these respondents bought a Kindle and not any other eReader.

Also, 6% indicted that they owned a Kindle Fire (as opposed to a Kindle). For a product that had only been on the market for 2 months when the survey was run, that is an impressive number.

78% reported that they were very or extremely satisfied with their Kindle or Kindle Fire

Kindle Fire owners are most likely to use it to read eBooks  (35%), browse the Internet (18%), play games (18%), and use apps (10%). One percent even use it to buy physical products from Amazon.

See Citi’s full survey report here (pdf).

 

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3 Responses to Survey Finds Main Use of Kindle Fire is for Reading

  1. Eric J. Krause on March 21, 2012 at 1:12 pm

    I bought mine mostly to read books. Of course I wouldn’t have spent the extra money if it didn’t have the other bells and whistles, but reading was the most important part.

  2. Joe Luke on March 22, 2012 at 10:24 am

    Reading off of the Fire is like reading off a computer. It is not something you can do for long periods. A true Kindle E-Reader (E Ink screen) is needed for serious reading.

  3. Mary on March 27, 2012 at 8:12 pm

    I have both a Kindle keyboard 3G and a Kindle Fire ….Love them both, read on both…use the fire mostly at night laying in the bed to read because it is backlit and no need for a reading light…

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