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The route to a Kindle owner's heart goes through the wallet


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A customer satisfaction survey of Kindle Fire owners shows that while the vast majority are satisfied with their purchase, it is mainly the low price fueling their happiness. ChangeWave Research asked a sample of new Kindle Fire owners how they were enjoying their device so far; slightly more than half reported being "very satisfied," and 59 percent said the $199 price of the Kindle Fire was what they liked best about it.

The survey asked 254 people who had recently acquired a Kindle Fire what they liked about the device, and beyond the low price, they had little to say. Thirty-one percent liked the color screen, 27 percent the ease of use, and 20 percent liked the selection of books. "Long battery life" and "screen size" were the favorite features of only 12 percent of respondents.

When asked what their least favorite part of the device was, 27 percent said they didn't like that there were no hardware volume up and down buttons. Twenty-one percent were most displeased that the Kindle Fire has no camera, and 15 percent said that the battery life was too short.

Overall, 54 percent of the Kindle Fire owners reported being "very satisfied" with it—not quite the iPad's 74 percent of customers who report being "very satisfied," but better than the 49 percent figure for other tablet devices. Combined with the 38 percent "somewhat satisfied" group, the Kindle Fire reached a 92 percent approval rating, according to ChangeWave.

The Kindle Fire has met with wide success in spite of lukewarm reviews, many of which cited the price as the main mitigator for its shortcomings—at least 4 million Kindle units were sold in December, the bulk of which were Kindle Fires, and the Kindle Fire shot up to a 36 percent market share of Android tablets in only three months. However, Boy Genius Report points out that the percent of people "very likely" to buy a Kindle Fire has dropped to 2 percent, down from 4 percent in December.

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