People Mainly Use the Kindle Fire to (Gasp) Read

We’ve all read lots of survey results on eReaders and who’s buying them, and here’s another one, only this time it’s focused on the Kindle and Kindle Fire.

Citi released a report this week explaining the ‘buy’ recommendation they have on Amazon’s stock. As part of their research, they surveyed 1,100 online consumers here in the US. Needless to say, they’re pleased with what they found.Here are some of the highlights from Citi’s survey:

  • 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.
  • eReader owners bought an average of 2.4 eBooks in the previousmonth, with about 24% buying 5 or more eBooks a month. But the not so great detail from this survey is that 28% didn’t buy any ebooks in the previous month.

But before you read to much into this survey, you need to keep in mind that the real number of Kindle Fire owners participating in the survey is rather small For example, all the Kindle Fire related results come from just 6% of the 1,100 respondents. That’s only 66 odd KF owners. And even the Kindle owners only amount to 250 respondents.



Publish date: March 20, 2012 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT