Retrevo: Consumers Prefer Kindle Fire to iPad

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Sunnyvale, Calif. - More consumers are interested in buying a $199 7-inch Kindle Fire rather than a more expensive 9.7-inch iPad during the holiday season, according to a survey commissioned by

, the consumer electronics review and shopping site.

Retrevo surveyed more than 1,000 online consumers and found that 22 percent of all respondents plan to buy a tablet during the holidays. Twelve percent of all respondents said they would buy a Kindle Fire during the holidays, whereas 10 percent of all respondents said they would buy an iPad, which starts at $499. Among people who already own a tablet, purchase intent also skews toward the Kindle Fire. Twenty-seven percent of current tablet owners said they would buy a Kindle Fire during the holidays, and 20 percent of tablet owners said they would buy an iPad.

"Conditions seem right for the Amazon Fire to become a hot item this year," said Retrevo. Although the study didn't ask about the recently announced $249 Barnes and Noble Nook tablet, the Nook tablet "could also be an attractive alternative to an iPad," Retrevo added.


 Only about half the iPad 2 owners said the iPad was "just right" in terms of weight and size, Retrevo noted.

"We don't know if families are tired of fighting over the iPad, or the new $199 Kindle Fire looks irresistible, but it appears that a large number of existing tablet owners are planning on buying another tablet this holiday season," Retrevo said. Two-tablet households are on the rise, Retrevo said, citing survey results showing that more than 27 percent of iPad 2 owners own another tablet.

 In another finding, Retrevo said many consumers are confused about whether the Kindle Fire is an e-reader or tablet. Thirty-five percent said it was an Amazon e-reader, and 32 percent said it was an Amazon tablet computer. Thirty-two percent said they didn't know.

"The Amazon Kindle is a strong brand and a popular e-reader -- however, it looks like Amazon may have to spend some marketing dollars if it wants consumers to perceive Kindle as a tablet, too," Retrevo said.


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