The independent research firm Changewave released survey results that show iPad owners are happier with their purchase than their counterparts who purchased Amazon’s Kindle Fire. Of those surveyed 74 percent of iPad owners reported being “very satisfied” with their purchase as compared to 54 percent of Kindle Fire owners.
Notably, users of both tablets are more satisfied than owners of all of the other tablets combined. Of those who purchased neither the iPad or Kindle Fire, 49 percent reported being very satisfied.
Of the complaints about the Kindle Fire, 27 percent of those surveyed named the lack of a volume up/down button as the thing they liked least about the device. (To adjust the volume on a Kindle Fire users need to use the touch screen interface.) Not surprisingly, 59 percent of Kindle Fire owners named price as the thing they liked best about their new tablet.
Amazon faired extremely well when Changewave asked respondents where they planned to spend money over the next 90 days. It stands to reason that planned spending is an overall underestimate of true spending, but it is probably a relatively accurate gauge of where consumers spend cash.
Even though Kindle Fire owners may grumble, 20 percent of them still reported that they planned to spend more money at Amazon than they did prior to owning a Kindle Fire. Kindle Fire’s strength may come through its ability to tie users to Amazon’s prodigious (and ever-growing) ecosystem.
Apple’s success is bolstered by legions of brand loyal fans and advances like iCloud that reward users for buying multiple Apple devices. Though Amazon power users seem to be driven by price and convenience, which are two powerful economic movers. It will be interesting to see if Amazon will be able to use its wide reach to keep customers returning even if the products lack certain features.