Changewave Research has just released a new report on the Kindle Fire. From the press release:
Survey of New Kindle Fire Owners
Since the mid-November launch of the Kindle Fire, consumer demand for the tablet has been nothing less than explosive. In the January survey 6% of respondents reported they own a Kindle Fire – double the percentage of a month ago.
ChangeWave asked 254 new Kindle Fire owners a series of questions regarding their overall satisfaction and key likes and dislikes, to gauge their reaction to the new tablet device.
Customer Satisfaction. When asked how satisfied they are with their new tablet device, better than one-in-two Kindle Fire owners (54%) say they are Very Satisfied. Another 38% say they are Somewhat Satisfied.
In previous ChangeWave surveys we’ve found that the percentage of tablet owners who say they are Very Satisfied with a particular device is highly predictive of future demand for that device. So how does the Amazon tablet rating match up against other tablet devices?
While the 54% Very Satisfied rating for the Kindle Fire is considerably below the 74% rating of the industry leading Apple iPad*, it is higher than the 49% average rating for all of the other tablet devices combined.
*Apple iPad and Other Tablet Device ratings are from a November 2011 ChangeWave consumer tablet survey.The survey also asked owners what they like best and dislike most about the new Kindle Fire.
Owner Likes. The Cost of the Kindle Fire (59%) is by far the thing new owners like best about their device, followed by the Color Screen (31%) and its Ease of Use (27%). Other top responses include the device’s Selection of Books and its Size/Weight.
Owner Dislikes. The top dislikes reported by Kindle Fire owners are No Volume Up/Down Button (27%), the fact it has No Camera (21%), and that the Battery Life is Too Short (15%). Other dislikes include Lack of 3G/4G Capability and Number of Apps Available.
