New findings from ChangeWave Research show that demand for the Kindle Fire, Amazon’s first tablet, is outpacing pre-launch demand compared to the iPad. The data was disclosed by RBC analyst Mike Abramsky in a note to clients, BGR reported.
ChangeWave surveyed 2,600 consumers to gauge interest in the new tablet and found that pre-launch demand is higher than demand for the iPad before its launch: 5% of respondents had already ordered the Kindle Fire with another 12% saying they were somewhat likely to buy it. A similar study around the original iPad’s launch in 2010 showed that 4% of respondents were likely to buy an iPad with 9% only somewhat likely to purchase.
Abramsky pointed out that of the 5% of respondents likely to buy a Kindle Fire, 26% of them said they will delay or put off buying an iPad. Abramsky said the iPad and iPad 2 currently hold a 67% share of the tablet market.
While these numbers seem to indicate Amazon’s Kindle Fire could pose a serious threat to Apple’s tablet dominance, it’s important to give the stats some perspective. The original iPad was one of the first tablets on the market. There was significant buzz but also a lot of skepticism about whether it could succeed. The Kindle Fire is coming out at a time when tablets are more commonplace. Amazon has also proven its ability to make successful ereaders so there isn’t nearly as much doubt surrounding its tablet launch when compared to the iPad.
Also, while the 26% stat seems impressive, some simple math shows that of the 2,600 respondents, only about 33 people would consider holding off purchase of an iPad after also buying a Kindle Fire. It makes sense that people would only want to own one tablet. More impressive is the low number of people who would “hold off” purchasing an iPad, and therefore might still purchase one at a later date.
The research from ChangeWave suggests that the iPad is about to face a tough competitor. In fact, the Kindle Fire may pose a serious challenge to the iPad’s market share. Amazon has a huge user base on its virtual storefronts and it has a long history of excellence with ereaders. Buzz for the Kindle Fire has been steadily increasing as its Nov. 15 launch nears. However it’s simply too hard to compare current tablet interest with what existed prior to the iPad launch, unless we can take a time machine back to January 2010 and show the Amazon Kindle Fire to prospective tablet buyers.
From your own experience, do you think the Kindle Fire will overtake the iPad? What will Amazon need to do to beat Apple?