Amazon Fires at Apple as Tablet Demand Soars for the Holidays

Launch of the Amazon Kindle Fire is the most explosive development in the tablet market since the release of the original iPad according to a new survey from ChangeWave Research, a division of The 451 Group

(Graphic: Business Wire)

BETHESDA, Md.--()--ChangeWave Research, a division of leading analyst company The 451 Group, has released the results of their latest survey of the consumer tablet marketplace. The ChangeWave survey points to the recent surge of the Amazon Kindle Fire and suggests that Amazon is going to leapfrog the competition and become the number two product in the tablet market, as long as the Kindle Fire can provide a quality user experience.

Dr. Paul Carton, Vice President of Research at ChangeWave, will present key findings from this survey during a webinar at 2:00 p.m. EST today, Monday, November 21st, 2011.

To Register for the webinar click here.

Apple continues to show enormous strength in the tablet market, where it’s enjoying the best quarter in its history, according to the survey. But while two-out-of-every-three future buyers plan on purchasing an Apple iPad (65%), for the first time since the launch of the original model, there is a double-digit contender for the number two spot. Better than one-in-five planned purchasers (22%) say they’ll buy a Kindle Fire.

The Amazon Kindle Fire represents a shot across the bow at Apple, who until now has almost completely dominated the tablet space. But the Amazon surge may also contain a silver lining for Apple, by damaging the tablet market hopes of the remaining competitors in the field.

The most immediate impact of the Amazon device is on the rest of the competition, where the survey shows it wreaking a devastating blow to a range of second tier tablet manufacturers, including Motorola, RIM, Dell, HTC, H-P and Toshiba. Importantly, with the exception of the Samsung Galaxy Tab (4%) no other manufacturer is garnering more than 1% of future tablet demand among consumers.

The November ChangeWave survey of 3,043 North American consumers shows an extraordinary level of initial demand for the Amazon tablet, with 2% of respondents having already pre-ordered the device and 5% saying they’re Very Likely to buy it. Another 12% say they’re Somewhat Likely.

But it’s an Apple iPad holiday season as well, and as seen in previous ChangeWave surveys, a key reason for the Apple iPad’s market dominance can be found in its customer satisfaction rating. A total of 74% of all iPad owners say they’re Very Satisfied with their device. This compares to a 49% Very Satisfied rating for all other tablet manufacturers combined.

The full ChangeWave Consumer Tablet Demand report is available here.

About ChangeWave Research

ChangeWave Research, an independent division of The 451 Group, is a survey research firm that identifies and quantifies change in corporate buying & business trends, telecom trends, and consumer spending & electronics trends. This is accomplished through a weekly series of large sample surveys to its network of 25,000 accredited business and technology professionals, and early-adopter consumers, working in more than 20 industries. To learn more visit

About The 451 Group

The 451 Group is a leading technology-industry analyst company focused on the business of enterprise IT innovation. The company's analysts provide critical and timely insight into the market and competitive dynamics of innovation in emerging technology segments. The 451 Group is headquartered in New York, with offices in key locations, including San Francisco, Washington, DC, London, Boston, Seattle and Denver. For additional information on The 451 Group, go to:

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Newsmaker Group
Jennifer Fugel, 845-657-4202

Release Summary

ChangeWave Research has released the results of their latest survey of the consumer tablet marketplace.


Newsmaker Group
Jennifer Fugel, 845-657-4202