Amazon has a habit of every single year touting the success of the Kindle franchise at the end of December. They do this to build continued brand awareness and to keep themselves in the headlines. The company never divulges exact sales figures, so there is really no factual data to backup their wiley claims. Some new data has just been produced that paints the picture of “Amazon doesn’t care about hardware sales, its about how much Kindle owners spend.”
Consumer Intelligence Research Partners has issued a report based on a survey done with over 300 Amazon shoppers. It was conducted during September, October and November to get an accurate portrayal of what the standard buying patterns are of Amazons average customer. Based on its research and analysis, CIRP estimates that Kindle owners spend $1,233 per year on Amazon compared to $790 per year for Amazon shoppers who don’t own one of the company’s e-readers or tablets.
Amazon Kindle owners are not buying more at once, but they are buying more frequently. e-Reader users tend to buy more eBooks, whereas tablet owners are purchasing more apps, audiobooks and magazines.
It is estimated that in the US there is a grant total of 20.5 million Kindle e-readers and Fire tablets are being used day to day in the US. The research does not talk about usage in other countries, but the only other markets of note is the UK, Japan, and Canada.