Survey Finds Main Use of Kindle Fire is for Reading

March 21, 2012

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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