Another consumer survey, this one from Retrevo, finding that ordinary folks are in fact shopping the Amazon Kindle Fire tablet against Apple's iPad. More than two-thirds of the people surveyed are considering buying a tablet this holiday season with only 31% saying they have no interest.
Out of the remaining 69% who are interested in buying a tablet or possibly learning more about them, 44% of them would be willing to consider a smaller, 7-inch Amazon Kindle Fire. At the same time only 12% say they wouldn’t even consider anything other than an iPad. With this much “acceptance” of a smaller tablet and the large price difference, conditions seem right for the Amazon Fire to become a hot item this year.
-Retrevo blog, November 9, 2011
The whole survey is worth reading. It also validates a saying we have in our house: a family with one iPad is a family in the market for a second iPad, a family with two iPads is a family...etc.
Given that the lion's share of existing tablet owners in the United States own iPads and not Android devices, the survey's finding that 27% of such folk are considering getting a Fire and only 20% an iPad provides further proof that head-on competition is occurring.