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Demand for Amazon’s Kindle Fire begins to cool off, study suggests

Updated Dec 19th, 2018 7:45PM EST

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Demand for Amazon’s Kindle Fire tablet has started to cool off according to one study. ChangeWave published results of a survey on Thursday, which found that just 2% of customers in January were “very likely” to buy a Kindle Fire, down from 4% in December. Respondents who were “somewhat likely” to buy the tablet fell as well, from 13% in December to 10% in January, though demand following the holidays is expected to slow. Amazon’s tablet has better satisfaction ratings than several other tablets, however. ChangeWave’s survey found that 54% were “very satisfied” with the Kindle Fire, compared to 49% of those surveyed who were “very satisfied” with other tablets and 74% who were “very satisfied” with the iPad. Read on for more.

Amazon’s tablet is also driving consumers to purchase goods from Amazon: 29% of Kindle owners expected to spend more money than they had previously with Amazon during the next 90 days, but just 19% of consumers who don’t own a Kindle Fire plan to do the same. Kindle Fire owners are most attracted to the price of the device — 59% of owners said it was what they liked most about the tablet — and 27% of owners said the lack of physical volume control buttons was their least liked feature. A link to ChangeWave’s report follows below.