ChangeWave: Amazon dominates, Fire owners’ likes and dislikes
I’ve mentioned ChangeWave before. It’s a company that surveys consumers, and they’ve done with users of tablets and EBRs (E-Book Readers) before.
They have a new survey out:
I recommend that you read it: there are a lot of interesting data points.
I don’t want to take too much away from them. I’m just going to highlight a few of the things that especially caught my eye.
- They asked people whether they expected to spend more or less money at a variety of online retailers (Amazon.com, Costco.com, eBay.com, BestBuy.com, Walmart.com, and Target.com) over the next 90 days. Amazon dominated that, but the biggest thing to me was that only 20% of the respondents said that they planned to spend no money at Amazon. Yes, four out of five of the people in the survey did plan to buy something at Amazon. The closest competitor was eBay…and it was only 35% who planned to shop there, as opposed to 80% for Amazon
- Kindle Fire owners are much more likely than non-owners to say they plan to spend more at Amazon. That’s significant: to me, it’s one of the key points of the Kindle Fire for Amazon
- iPad owners are much more likely to be very satisfied than Fire owners
- I was surprised that the third most popular answer to what people liked best about their Fires was the “ease of use”. I see a lot of questions from people about, say, removing things from the Carousel…I’m not sure that suggests ease of use to me
- It astounded me that the number one dislike was the lack of a physical volume button. I do change the volume fairly often, I’d say, but it doesn’t bother me to do it with a menu. Of all the things people can and do complain about on the Fire, I wouldn’t have thought this would be first. Now, I can see the advantage of a physical mute button, or a “mute spot” on the lock screen (so you could always get to it), but that seems like a different question to me
By the way, I do have a quick question for you Kindle Fire users. I’m just curious about this one. On this one, you can choose one answer or both…I’m just interested in the percentages. I’m going to keep the question very simple. Think about how you regularly use your Kindle Fire. Do you use it for work (I’d include home productivity in that…and if you use it for that, oh, at least ten percent of the time, I’d check it as yes)? Do you use it for fun?
Thanks to one of my readers, John Tobison, for linking to the ChangeWave survey in a comment. I did already have it in my writing queue (I leave tabs open in Google Chrome with things about which I might write), but I’m always grateful when readers take the time and make the effort to let me know about interesting things. 
This post by Bufo Calvin originally appeared in the I Love My Kindle blog.
