Citibank: Amazon Kindle Reader and Kindle Fire Tablet User Behavior Survey Data

Citibank analyst Mark Mahaney recently released a new research report on Amazon's Kindle e-book reader and Kindle Fire tablet.

The above chart shows the ownership rate of Kindle e-book readers by several survey companies over the years. For example, in September 2010, a survey by Zoomerang showed that only 5% of respondents owned a Kindle. In January 2012, a survey by SurveyMonkey showed that 23% of respondents already owned a Kindle e-book reader.

In terms of satisfaction, in the Citibank survey, 34% of the respondents were extremely satisfied with the Kindle e-book reader, 43% were very satisfied, and only 2% were not very satisfied.

In a Citibank survey, 24% of Kindle e-book readers purchased more than 5 e-books in the past 30 days. However, 28% of users said they did not buy any e-books in the past 30 days.

So, what about Kindle Fire?

According to a Citibank survey, 35% of Kindle Fire users read e-books on their devices, which is much higher than other behaviors, such as browsing the web (18%), playing games (18%), or using mobile applications (15%). However, only 1% of Kindle Fire users purchase actual goods on their devices. You can refer to the growth of the number of Kindle Fire mobile applications translated by internet2share and some data from the Amazon App Store as of January 2012.

What about the potential of Kindle Fire users' shopping behavior? The left picture asks, if you buy goods on Kindle Fire, what kind of goods would you buy? The first place is books (32%), followed by applications or games (23%), and the third is music (14%), followed by movies and physical goods.

The question on the right is whether Kindle Fire has increased the time users spend on Amazon.com. 42% of the respondents said that it has indeed increased the time they spend on Amazon.com. Almost none of the respondents said that it has decreased. You can also refer to the previous internet2share translation of the growth in the time users spend on Kindle Fire.

via: internet2share