ChangeWave survey: Demand for Kindle Fire slipping
Chief complaints: lack of volume control or camera and that the battery life’s too short
They liked the price, the color screen and the selection of books on Amazon AMZN. They wish it had a volume control button and a camera and that the battery lasted longer.
Those are some of the results of a survey of 254 Kindle Fire owners conducted in January by ChangeWave Reserach, a service of 451 Research.
54% said they were very satisfied with their new tablet, which is better than the 39% “other tablet devices” got in a November survey, but considerably less than the 74% of Apple AAPL iPad owners who said they were very satisfied.
Moreover, the percentage of early adopter types who told ChangeWave they were “very likely” to buy a Kindle Fire fell from 4% in December, when the initial excitement was at its peak, to 2% in January. The number who were “somewhat likely” to buy one fell from 13% to 10%.
But the finding ChangeWave found most interesting — and which they highlighted in a release to the public Thursday morning — was that nearly three-in-ten consumers who own a Kindle Fire (29%) said they will spend more money at Amazon over the next 90 days, compared with 19% of non-owners.
Given that Amazon is selling the Kindle Fire at a loss, that may be the result that matters most to CEO Jeff Bezos.